Shopping Behaviour of the Belgian Consumer GfK Fashion ...
Shopping Behaviour of the Belgian Consumer GfK Fashion ...
Shopping Behaviour of the Belgian Consumer GfK Fashion ...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Grimbergen, 26 November 08<br />
<strong>Shopping</strong> <strong>Behaviour</strong> <strong>of</strong> <strong>the</strong> <strong>Belgian</strong> <strong>Consumer</strong><br />
<strong>GfK</strong> <strong>Fashion</strong> Congress 2008<br />
26 November 2008<br />
Koen Snoeren
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Today’s Topics<br />
Grimbergen, 26 November 08<br />
• Developments and expectations <strong>of</strong> <strong>Fashion</strong> market Belgium<br />
• Who is <strong>the</strong> Ethical <strong>Consumer</strong> ?<br />
• The on-line <strong>Fashion</strong> market<br />
• <strong>Fashion</strong> Retailer Chart – The <strong>Consumer</strong>’s Opinion<br />
2
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Pop. per country<br />
(in mio.)<br />
82,4<br />
62,2<br />
60,9<br />
58,1<br />
40,5<br />
16,6<br />
10,7<br />
10,4<br />
9,0<br />
8,2<br />
7,6<br />
Belgium in a European perspective<br />
Switzerland<br />
Grimbergen, 26 November 08<br />
3
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Index<br />
(in value)<br />
-1.0<br />
+4.3<br />
What do <strong>the</strong> European consumers spend on clothing ?<br />
Total WEAR market - year 2007<br />
26.142<br />
20.332<br />
8.357<br />
4.141<br />
Grimbergen, 26 November 08<br />
+3.0 29.436<br />
UK<br />
1.667 +7,0<br />
+2.7<br />
+1.0<br />
+1.5<br />
+5.6<br />
+4.6<br />
+6.0<br />
-2.5<br />
+2.8<br />
23.605<br />
21.102<br />
Value<br />
(in mio €)<br />
5.397<br />
2.753<br />
4.685<br />
3.727<br />
DE<br />
FR<br />
IT<br />
ES<br />
NL<br />
PT<br />
BE<br />
SE<br />
AT<br />
CH<br />
Units<br />
(in mio)<br />
143<br />
196<br />
189<br />
140<br />
362<br />
241<br />
659<br />
1.177<br />
1.104<br />
997<br />
-3.2<br />
-1.0<br />
+0.0<br />
+1.4<br />
-3.0<br />
+2.1<br />
+1.5<br />
+4.0<br />
+2.7<br />
+1.4<br />
Source: Europanel (TNS/<strong>GfK</strong>)<br />
4<br />
Index<br />
(in units)
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
600<br />
602<br />
How different are <strong>the</strong> European consumers ?<br />
Total WEAR market - year 2007<br />
527<br />
483<br />
475<br />
499<br />
Spending per Capita<br />
(in €)<br />
406<br />
424<br />
354<br />
356<br />
260<br />
DE<br />
FR<br />
UK<br />
IT<br />
ES<br />
NL<br />
PT<br />
BE<br />
SE<br />
AT<br />
CH<br />
Average price<br />
(in €)<br />
Grimbergen, 26 November 08<br />
18<br />
18<br />
19<br />
22<br />
21<br />
22<br />
22<br />
23<br />
24<br />
27<br />
36<br />
Source: Europanel (TNS/<strong>GfK</strong>)<br />
5
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
in Euro<br />
35,000<br />
30,000<br />
25,000<br />
20,000<br />
15,000<br />
10,000<br />
5,000<br />
0<br />
Source: Huisholdbudget NIS 2006<br />
Development consumer expenditures<br />
per product categories<br />
78 88 96 97 98 99 00 01 02 03 04 05 06<br />
The share <strong>of</strong> expenditures on fashion<br />
has been stable over <strong>the</strong> last 20 years<br />
Grimbergen, 26 November 08<br />
O<strong>the</strong>r expenditures<br />
Travelling, Holidays<br />
Financial services<br />
Culture, relaxation,<br />
education<br />
Communication<br />
Transport<br />
Health & Wellness<br />
Durable articles<br />
Housing<br />
<strong>Fashion</strong><br />
FMCG<br />
6
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
UNITS<br />
VALUE<br />
44<br />
11<br />
10<br />
Latest <strong>Fashion</strong> developments in Belgium<br />
46<br />
Wear<br />
Lingerie&Legwear<br />
Shoes<br />
23 Wear<br />
66<br />
Lingerie&Legwear<br />
42<br />
24<br />
10<br />
11<br />
Shoes 65<br />
47<br />
Grimbergen, 26 November 08<br />
January – September 07 January – September 08 Evolution per 1 vs per 2<br />
Lingerie&<br />
Legwear<br />
308 mio units 305 mio units index units 99<br />
Lingerie&<br />
Legwear<br />
5.214 mio Euro 5.266 mio Euro index Euro 101<br />
+1<br />
+1<br />
0<br />
+5<br />
-4<br />
Wear<br />
Shoes<br />
Wear<br />
-3<br />
Shoes<br />
7
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
H&S Markets<br />
Mail Order<br />
Retail segments<br />
Independents<br />
Sport Shops<br />
Market Stalls<br />
Wear trends in more detail<br />
January – September 2008 vs January – September 2007<br />
+4<br />
0<br />
+21<br />
O<strong>the</strong>rs<br />
-20<br />
Chain Stores<br />
Discounters<br />
-7<br />
-4<br />
-25<br />
-8<br />
-3<br />
Boutique Chains<br />
35-49 years<br />
65+ years<br />
Age classes<br />
Promotional pricing<br />
Normal price<br />
+5<br />
+7<br />
+3<br />
+4<br />
-8<br />
-6<br />
+3<br />
-1<br />
2-14 years<br />
15-24 years<br />
25-34 years<br />
50-64 years<br />
Promo price<br />
Female 15+ yrs<br />
penetration:<br />
1. C&A<br />
2. H&M<br />
3. JBC<br />
4. Esprit<br />
+5<br />
+3<br />
5. Zeeman<br />
Grimbergen, 26 November 08<br />
End users<br />
-2<br />
Top 5 retailers in terms <strong>of</strong><br />
Children 2-15 yrs<br />
Male 15+ yrs<br />
loyalty:<br />
1. E5-Mode<br />
2. Inno<br />
3. C&A<br />
4. Damart<br />
5. Esprit<br />
Slide based on wear market in value, period January – September ’08<br />
8
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Loyalty<br />
12.4<br />
Damart<br />
AS Adventure La Redoute<br />
Cassis<br />
Mexx<br />
3 Suisses<br />
We<br />
Penetration & Loyalty<br />
The consumer drivers towards success<br />
Vogele<br />
Zara<br />
E5 Mode<br />
Makro<br />
Inno<br />
Decathlon<br />
M&S Mode<br />
Carrefour<br />
7.8<br />
Esprit<br />
Zeeman<br />
Penetration<br />
JBC<br />
3. JBC<br />
Wear Market<br />
Jan-Sep 2008<br />
H & M<br />
Top 5 retailers in terms <strong>of</strong><br />
penetration:<br />
1. C&A<br />
2. H&M<br />
4. Esprit<br />
5. Zeeman<br />
loyalty:<br />
1. E5-Mode<br />
2. Inno<br />
3. C&A<br />
4. Damart<br />
5. Esprit<br />
Grimbergen, 26 November 08<br />
strategy ?<br />
C & A<br />
9
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
140<br />
120<br />
100<br />
2001 = Index 100<br />
80<br />
60<br />
Evolution Total Wear<br />
Units, Value and Average price<br />
For years <strong>the</strong> prices are on pressure<br />
and market in value is decreasing<br />
(taking inflation into account)<br />
YR01 YR02 YR03 YR04 YR05 YR06 YR07<br />
Grimbergen, 26 November 08<br />
Index Units<br />
124<br />
Index Value<br />
113<br />
Index Av Price<br />
91<br />
10
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
2001 = Index 100<br />
140<br />
120<br />
100<br />
80<br />
60<br />
Evolution Lingerie & Legwear<br />
Units, Value and Average price<br />
Lingerie/Legwear shows <strong>the</strong> same<br />
development as Wear<br />
YR01 YR02 YR03 YR04 YR05 YR06 YR07<br />
Grimbergen, 26 November 08<br />
Index Units<br />
126<br />
Index Value<br />
113<br />
Index Av Price<br />
90<br />
11
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
140<br />
120<br />
100<br />
80<br />
60<br />
2001 = Index 100<br />
Evolution Shoes<br />
Pairs, Value and Average price<br />
Shoe market more possitive , due to<br />
increasing avg prices<br />
(because <strong>of</strong> trends like boots)<br />
YR01 YR02 YR03 YR04 YR05 YR06 YR07<br />
Grimbergen, 26 November 08<br />
Index Value<br />
126<br />
Index Pairs<br />
114<br />
Index Av Price<br />
110<br />
12
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
What can be expected after <strong>the</strong> …<br />
Recent development <strong>of</strong> <strong>the</strong> stock exchange markets in Europe<br />
Grimbergen, 26 November 08<br />
IBEX - Spain CAC40 - France<br />
FTSE-U.K.<br />
AEX - Ne<strong>the</strong>rlands<br />
DAC - Germany<br />
BEL20 - Belgium<br />
13
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
20.0<br />
10.0<br />
0.0<br />
-10.0<br />
-20.0<br />
-30.0<br />
-40.0<br />
-50.0<br />
-60.0<br />
Decreasing and negative consumer trust will probably<br />
lead to lower consumer spendings in 2008/2009<br />
30.0 EU<br />
Okt ’07 Nov ’07 Dec ’07 Jan ’08 Feb ’08 Mar ’08 Apr ’08 May ’08 Jun ’08 Jul ’08 Aug ’08 Sep ‘08<br />
BE<br />
DE<br />
ES<br />
FR<br />
IT<br />
NL<br />
AU<br />
PT<br />
SE<br />
UK<br />
Grimbergen, 26 November 08<br />
Source: Eurostat<br />
14
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
53<br />
Due to <strong>the</strong> current economical situation<br />
I spend less money on clo<strong>the</strong>s/shoes<br />
Attitude towards <strong>the</strong> current economical situation<br />
41<br />
Due to <strong>the</strong> current economical situation<br />
I postpone purchasing clo<strong>the</strong>s/shoes<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
38 38<br />
Due to <strong>the</strong> current economical situation<br />
I buy at relative cheaper clothing-<br />
/shoestores<br />
Grimbergen, 26 November 08<br />
Due to <strong>the</strong> current economical situation<br />
I buy relative cheaper clo<strong>the</strong>s/shoes<br />
15
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
60<br />
63<br />
56<br />
56<br />
58<br />
57<br />
57<br />
59<br />
45<br />
49<br />
49<br />
51<br />
48<br />
33<br />
62<br />
Grimbergen, 26 November 08<br />
Due to <strong>the</strong> current economical situation I spend less money on<br />
clo<strong>the</strong>s/shoes<br />
11 - 19 years<br />
20 - 29 years<br />
30- 39 years<br />
40 - 49 years<br />
50 - 64 years<br />
65 + years<br />
Flanders<br />
Wallonia<br />
Brussels<br />
Female 07<br />
Male 07<br />
Income < 1500 Euro<br />
Income 1500 - 2500 Euro<br />
Income > 2500 Euro<br />
% Respondents Index to Total Respondents<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
85<br />
93<br />
92<br />
91<br />
97<br />
106<br />
107<br />
114<br />
111<br />
108<br />
108<br />
112<br />
120<br />
16
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
11 - 19 years<br />
20 - 29 years<br />
30- 39 years<br />
40 - 49 years<br />
50 - 64 years<br />
65 + years<br />
Flanders<br />
Wallonia<br />
Brussels<br />
Female 07<br />
Male 07<br />
Income < 1500 Euro<br />
Income 1500 - 2500 Euro<br />
Income > 2500 Euro<br />
% Respondents Index to Total Respondents<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
46<br />
45<br />
44<br />
47<br />
47<br />
45<br />
48<br />
43<br />
45<br />
34<br />
38<br />
34<br />
35<br />
23<br />
57<br />
82<br />
83<br />
84<br />
91<br />
112<br />
110<br />
107<br />
103<br />
114<br />
114<br />
110<br />
108<br />
116<br />
Grimbergen, 26 November 08<br />
Due to <strong>the</strong> current economical situation I postpone purchasing<br />
clo<strong>the</strong>s/shoes<br />
17
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
11 - 19 years<br />
20 - 29 years<br />
30- 39 years<br />
40 - 49 years<br />
50 - 64 years<br />
65 + years<br />
Flanders<br />
Wallonia<br />
Brussels<br />
Female 07<br />
Male 07<br />
Income < 1500 Euro<br />
Income 1500 - 2500 Euro<br />
Income > 2500 Euro<br />
39<br />
41<br />
45<br />
49<br />
43<br />
47<br />
% Respondents Index to Total Respondents<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
44<br />
41<br />
40<br />
30<br />
31<br />
32<br />
32<br />
23<br />
61<br />
78<br />
81<br />
84<br />
84<br />
102<br />
107<br />
106<br />
104<br />
119<br />
113<br />
115<br />
128<br />
122<br />
Grimbergen, 26 November 08<br />
Due to <strong>the</strong> current economical situation I buy relative cheaper<br />
clo<strong>the</strong>s/shoes<br />
18
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
48<br />
48<br />
40<br />
41<br />
43<br />
47<br />
43<br />
41<br />
40<br />
28<br />
32<br />
34<br />
33<br />
21<br />
56<br />
73<br />
Grimbergen, 26 November 08<br />
Due to <strong>the</strong> current economical situation I buy at relative cheaper<br />
clothing-/shoe STORES<br />
11 - 19 years<br />
20 - 29 years<br />
30- 39 years<br />
40 - 49 years<br />
50 - 64 years<br />
65 + years<br />
Flanders<br />
Wallonia<br />
Brussels<br />
Female 07<br />
Male 07<br />
Income < 1500 Euro<br />
Income 1500 - 2500 Euro<br />
Income > 2500 Euro<br />
% Respondents Index to Total Respondents<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
83<br />
88<br />
85<br />
104<br />
107<br />
111<br />
112<br />
106<br />
104<br />
126<br />
126<br />
122<br />
19
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
HOT TOPICS !<br />
Green, Sustainable & Eco<br />
Grimbergen, 26 November 08<br />
20
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Grimbergen, 26 November 08<br />
More consciousness concerning <strong>the</strong> need for sustainable fashion<br />
21
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Importance <strong>of</strong> Ethical Clothing/Shoes<br />
How important is it that clo<strong>the</strong>s/shoes are made with minimal<br />
ecological and social damage, where biological cotton is used as<br />
much as possible?<br />
Nor important, nor<br />
unimportant<br />
Not (at all) Important<br />
36%<br />
9%<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
55%<br />
(Very) Important<br />
Grimbergen, 26 November 08<br />
22
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Those saying ethical clothing quite/very important<br />
11 - 19 years<br />
20 - 29 years<br />
30- 39 years<br />
40 - 49 years<br />
50 - 64 years<br />
65 + years<br />
Flanders<br />
Wallonia<br />
Brussels<br />
Female 07<br />
Male 07<br />
Income < 1500 Euro<br />
Income 1500 - 2500 Euro<br />
Income > 2500 Euro<br />
68<br />
69<br />
58<br />
62<br />
% Respondents Index to Total Respondents<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
56<br />
49<br />
53<br />
55<br />
55<br />
55<br />
51<br />
54<br />
42<br />
30<br />
55<br />
76<br />
90<br />
96<br />
93<br />
106<br />
103<br />
99<br />
101<br />
99<br />
99<br />
115<br />
Grimbergen, 26 November 08<br />
123<br />
125<br />
23
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
22<br />
I am willing to pay more<br />
for ethical produced<br />
clo<strong>the</strong>s/shoes<br />
Attitude towards ethical statements<br />
63<br />
As long as I don't have to<br />
pay extra, I ra<strong>the</strong>r buy<br />
ethical produced<br />
clo<strong>the</strong>s/shoes<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
49<br />
As long as <strong>the</strong><br />
clo<strong>the</strong>s/shoes are stylish, I<br />
ra<strong>the</strong>r buy ethical<br />
produced clo<strong>the</strong>s/shoes<br />
62<br />
As long as <strong>the</strong><br />
clo<strong>the</strong>s/shoes are good<br />
quality, I ra<strong>the</strong>r buy<br />
ethical produced<br />
clo<strong>the</strong>s/shoes<br />
29<br />
Grimbergen, 26 November 08<br />
30<br />
I feel attracted to shops I am sceptical about<br />
that sell ethically produced retailers and<br />
clo<strong>the</strong>s/shoes manufacturers that claim<br />
minimal ecological and<br />
social damage in producing<br />
clo<strong>the</strong>s/shoes<br />
24
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
30- 39 years:<br />
Reduction<br />
lightning in shop<br />
displays<br />
Wallonia:<br />
Reduction<br />
lightning in shop<br />
displays, shops<br />
should not<br />
provide bags,<br />
<strong>the</strong> airco could<br />
heat/cool less<br />
I am positive about <strong>the</strong> following initiatives:<br />
92<br />
97<br />
93<br />
94<br />
84<br />
71<br />
51<br />
Source : <strong>GfK</strong> Panel Services October 2008<br />
The time <strong>of</strong> lightning in shop<br />
displays should be reduced<br />
Shops should not provide<br />
bags for purchased goods<br />
The airconditioning in shops<br />
could heat/cool a little less<br />
<strong>Fashion</strong> magazines should be<br />
printed on recycled paper<br />
<strong>Fashion</strong> magazines/leaflets<br />
should be replaced by internet<br />
Board members should drive<br />
in fuel efficient cars<br />
Shopdoors should be closed<br />
instead <strong>of</strong> heater/blower<br />
near <strong>the</strong> entrance<br />
Grimbergen, 26 November 08<br />
56<br />
63<br />
83<br />
93<br />
96<br />
91<br />
96<br />
25
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Shops should not provide<br />
bags: women, Wallonia,<br />
65+ years<br />
The airco could cool/heat<br />
less: Brussels<br />
Reduction lightning in<br />
shop display: 20-49 years<br />
Magazines on recycled<br />
paper: 11-19 years<br />
Which initiative is <strong>the</strong> most important?<br />
Shopdoors should be closed<br />
instead <strong>of</strong> heater/blower near<br />
<strong>the</strong> entrance<br />
The time <strong>of</strong> lightning in shop<br />
displays should be reduced<br />
The airconditioning in shops<br />
could heat/cool a little less<br />
<strong>Fashion</strong> magazines should be<br />
printed on recycled paper<br />
Board members should drive in<br />
fuel efficient cars<br />
Shops should not provide bags<br />
for purchased goods<br />
Fuel efficient cars board<br />
members: 30-39 years Source : <strong>GfK</strong> Panel Services October 2008<br />
Grimbergen, 26 November 08<br />
7<br />
9<br />
10<br />
16<br />
18<br />
26<br />
33
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Boehoefte om van het leven te genieten<br />
Hedonisme, plezier<br />
Aspiratieven<br />
« Dreamers »<br />
Makro!<br />
<strong>GfK</strong> Roper <strong>Consumer</strong> Styles<br />
Spanningzoekers<br />
« Adventurers »<br />
Wereldburgers<br />
“Open Minded”<br />
Behoefte om te hebben<br />
materialisme, prijs focus<br />
Huiselijke<br />
« Homebodies »<br />
Maatschappelijk<br />
betrokkenen<br />
« Organics »<br />
Realisten<br />
« Rational Realists »<br />
Behoefte om te zijn<br />
Post materialisme, focus op kwaliteit<br />
Gesettelde<br />
« Settled »<br />
Plichtsgetrouwen<br />
“Demanding”<br />
Ruim 3 miljoen Belgen staan open voor<br />
verantwoorde consumptie<br />
Grimbergen, 26 November 08<br />
Behoefte aan geborgenheid, veiligheid<br />
Morele strengheid, oriëntatie op zekerheid<br />
27
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Need: to live a passionate life<br />
hedonism, pleasure<br />
Average<br />
Ne<strong>the</strong>rlands : 23 %<br />
n = 1.043 persons<br />
Source: Goodies monitor<br />
Need: to have<br />
materialism, price orientation<br />
aspiratieven huiselijken gesettelden<br />
spanningzoekers Realisten<br />
Wereldburgers<br />
Fair trade consumption:<br />
People buying consiously Fair Trade products<br />
94<br />
63<br />
79<br />
88<br />
105 151 169<br />
Maatschappelijk bewusten<br />
Need: to be<br />
postmaterialism, quality orientation<br />
Plichtsgetrouwen<br />
75<br />
Grimbergen, 26 November 08<br />
Need: peace and security<br />
puritanism, security orientation<br />
28
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Need: to live a passionate life<br />
hedonism, pleasure<br />
n = 1.043 persons<br />
Source: Goodies monitor<br />
The importance <strong>of</strong> clothing made <strong>of</strong> bio-cotton<br />
Very important + important<br />
average: 24 %<br />
Need: to have<br />
materialism, price orientation<br />
Dreamers Homebodies Settled<br />
88<br />
Adventurers Rational-Realists<br />
Open-minded<br />
81<br />
Organics<br />
67<br />
81<br />
128 130 125<br />
Need: to be<br />
postmaterialism, quality orientation<br />
Demanding<br />
104<br />
Grimbergen, 26 November 08<br />
Need: peace and security<br />
puritanism, security orientation<br />
29
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Very important + important<br />
Need: to live a passionate life<br />
hedonism, pleasure<br />
average: 49 %<br />
n = 1.043 persons<br />
Source: Goodies monitor<br />
Need: to have<br />
materialism, price orientation<br />
Dreamers Homebodies Settled<br />
Adventurers Rational-Realists<br />
Open-minded<br />
The importance <strong>of</strong> clothing being produced<br />
under social good conditions<br />
66<br />
111<br />
78<br />
Organics<br />
82<br />
127<br />
107<br />
Need: to be<br />
postmaterialism, quality orientation<br />
Demanding<br />
130<br />
105<br />
Grimbergen, 26 November 08<br />
Need: peace and security<br />
puritanism, security orientation<br />
30
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Grimbergen, 26 November 08<br />
More and more retailers and brands attract (young) people online<br />
31
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Grimbergen, 26 November 08<br />
Retailer uses an online platform Online shop becomes store !!<br />
From 300 spectators<br />
to a global reach<br />
Variety <strong>of</strong> retail trends<br />
Weekly<br />
<strong>of</strong>fers &<br />
new products<br />
Webshop<br />
only<br />
32
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
EU<br />
NL<br />
SE<br />
UK<br />
DE<br />
AU<br />
BE<br />
FR<br />
ES<br />
PT<br />
IT<br />
How important is <strong>the</strong> internet as ‘retail’-segment<br />
9<br />
10<br />
18<br />
21<br />
30<br />
36<br />
35<br />
38<br />
40<br />
53<br />
53<br />
52<br />
52<br />
55<br />
57<br />
Shopped on internet Penetration<br />
64<br />
67<br />
67<br />
72<br />
72<br />
80<br />
84<br />
Grimbergen, 26 November 08<br />
%-age in value <strong>of</strong> internet<br />
share within fashion<br />
1.6<br />
0.6<br />
5.1<br />
4.5<br />
4.2<br />
8.0<br />
Source: Europanel (TNS/<strong>GfK</strong>) & Eurostat<br />
33
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Grimbergen, 26 November 08<br />
The <strong>Belgian</strong> Retail Charts – Through <strong>the</strong> eyes <strong>of</strong> <strong>the</strong> <strong>Consumer</strong><br />
Top 5 Retailers per marketing instrument<br />
quality <strong>of</strong><br />
<strong>the</strong> clo<strong>the</strong>s<br />
extensive<br />
collection<br />
presence<br />
latest fashion<br />
2<br />
Collection<br />
(Product)<br />
availability<br />
right size<br />
helpfullness<br />
friendliness expertise<br />
3 Staff<br />
(Personnel)<br />
1<br />
Price<br />
4<br />
Shop<br />
(Place)<br />
price <strong>of</strong> <strong>the</strong><br />
clo<strong>the</strong>s<br />
special<br />
<strong>of</strong>fers<br />
shop<br />
lay out<br />
store<br />
ambiance<br />
34
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Importance <strong>of</strong> <strong>the</strong> different aspects on a 1 to 5 scale<br />
Women:<br />
1. Availability <strong>of</strong> <strong>the</strong> right size 4.42<br />
2. Quality <strong>of</strong> <strong>the</strong> clo<strong>the</strong>s 4.33<br />
3. Price 4.24<br />
4. Friendliness <strong>of</strong> staff 4.09<br />
5. Helpfulness <strong>of</strong> staff 3.94<br />
6/7. Extensive collection 3.86<br />
6/7. Special <strong>of</strong>fers 3.86<br />
8. Expertise <strong>of</strong> staff 3.63<br />
9. Store ambiance 3.62<br />
10. Clear presentation 3.60<br />
11. Presence <strong>of</strong> latest fashion 3.30<br />
Grimbergen, 26 November 08<br />
35
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Women:<br />
Availability <strong>of</strong> <strong>the</strong> right size<br />
Collection<br />
1. C&A<br />
2. Inno<br />
3. Springfield<br />
4. Esprit<br />
5. Mexx<br />
6. New Look<br />
7. Hunkemöller<br />
8. Vero Moda<br />
9. Lola & Liza<br />
10. M&S Mode<br />
11/12.H&M<br />
11/12.WE<br />
13/14.Etam<br />
13/14.JBC<br />
15. Mango<br />
16. Damart<br />
17. Zara<br />
18. Promo <strong>Fashion</strong><br />
19. Charles Vögele<br />
20. Cool Cat<br />
21. Veritas<br />
22. Makro<br />
23. New Yorker<br />
24. Carrefour<br />
25. Hema<br />
6.27<br />
Average 7.10<br />
Importance 4.42<br />
7.57<br />
7.46<br />
7.45<br />
7.43<br />
7.38<br />
7.36<br />
7.33<br />
7.29<br />
7.27<br />
7.25<br />
7.24<br />
7.24<br />
7.15<br />
7.15<br />
7.11<br />
7.07<br />
7.00<br />
6.99<br />
6.96<br />
6.83<br />
6.73<br />
6.72<br />
6.70<br />
6.58<br />
Grimbergen, 26 November 08<br />
36
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Friendliness <strong>of</strong> staff<br />
Staff<br />
Average 6.98<br />
Importance 4.09<br />
Women:<br />
1. Damart<br />
7.52<br />
2. Esprit<br />
7.37<br />
3. Hunkemöller<br />
7.32<br />
4. Mexx<br />
7.31<br />
5. Promo <strong>Fashion</strong><br />
7.25<br />
6. M&S Mode<br />
7.22<br />
7/8. C&A<br />
7.18<br />
7/8. JBC<br />
7.18<br />
9. Inno<br />
7.15<br />
10. Springfield<br />
7.14<br />
11. WE<br />
7.12<br />
12/13.Vero Moda<br />
7.06<br />
12/13.Lola & Liza<br />
7.06<br />
14. New Look<br />
7.05<br />
15. Etam<br />
7.00<br />
16/17.Charles Vögele<br />
6.99<br />
16/17.Veritas<br />
6.99<br />
18. Mango<br />
6.98<br />
19. Zara<br />
6.86<br />
20. H&M<br />
6.82<br />
21. Cool Cat<br />
6.65<br />
22. Hema<br />
6.46<br />
23. New Yorker<br />
6.38<br />
24. Carrefour<br />
6.29<br />
25. Makro 6.18<br />
Grimbergen, 26 November 08<br />
37
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Women:<br />
Helpfulness <strong>of</strong> staff<br />
Staff<br />
1. Damart<br />
2. Esprit<br />
3/4. Hunkemöller<br />
3/4. Mexx<br />
5. M&S Mode<br />
6. Springfield<br />
7. Inno<br />
8. Promo <strong>Fashion</strong><br />
9. C&A<br />
10. JBC<br />
11/12.WE<br />
11/12.Lola & Liza<br />
13. Vero Moda<br />
14. Veritas<br />
15. Etam<br />
16. Mango<br />
17. Charles Vögele<br />
18. New Look<br />
19. Zara<br />
20. Cool Cat<br />
21. H&M<br />
22. New Yorker<br />
23. Hema<br />
24. Carrefour<br />
25. Makro<br />
6.34<br />
6.32<br />
6.17<br />
6.04<br />
Average 6.93<br />
Importance 3.94<br />
7.34<br />
7.32<br />
7.32<br />
7.17<br />
7.15<br />
7.10<br />
7.09<br />
7.07<br />
7.06<br />
7.05<br />
7.05<br />
7.03<br />
7.01<br />
7.00<br />
6.94<br />
6.92<br />
6.91<br />
6.82<br />
6.70<br />
6.65<br />
Grimbergen, 26 November 08<br />
7.60<br />
38
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
<strong>Fashion</strong> Retailers Chart Belgium 2008 - Top 5<br />
PRICE<br />
Grimbergen, 26 November 08<br />
Women: Men:<br />
1. C&A 1. C&A<br />
2. H&M 2. H&M<br />
3. Promo <strong>Fashion</strong> 3. JBC<br />
4. New Look 4. Makro<br />
5. Vero Moda 5. Promo <strong>Fashion</strong><br />
39
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
<strong>Fashion</strong> Retailers Chart Belgium 2008 - Top 5<br />
COLLECTION<br />
Women: Men:<br />
1/2. Esprit 1. Esprit<br />
1/2. Inno 2. Mexx<br />
3. Mexx 3. Inno<br />
4. Vero Moda 4. WE<br />
5. New Look 5. H&M<br />
Grimbergen, 26 November 08<br />
40
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
<strong>Fashion</strong> Retailers Chart Belgium 2008 - Top 5<br />
STAFF<br />
Women: Men:<br />
1. Damart 1. Mexx<br />
2. Esprit 2. Esprit<br />
3. Mexx 3. Damart<br />
4. Hunkemöller 4/5. Inno<br />
5. Inno 4/5. C&A<br />
Grimbergen, 26 November 08<br />
41
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
<strong>Fashion</strong> Retailers Chart Belgium 2008 - Top 5<br />
SHOP<br />
Women: Men:<br />
1/2. Mexx 1/2. Esprit<br />
1/2. Esprit 1/2. Mexx<br />
3. Inno 3. WE<br />
4. Mango 4. Springfield<br />
5. Hunkemöller 5. Inno<br />
Grimbergen, 26 November 08<br />
42
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
1. (1)<br />
2. (2/3)<br />
3. (8)<br />
4. (2/3)<br />
5.<br />
<strong>Fashion</strong> Retailers Chart Belgium 2008 - Top 5<br />
OVERALL<br />
1. (1)<br />
2. (2)<br />
3. (4)<br />
4. (8)<br />
5.<br />
Full report now available<br />
Grimbergen, 26 November 08<br />
43
<strong>GfK</strong> PS B N L <strong>Consumer</strong> Tracking „<strong>Fashion</strong> Market Belgium“ Koen Snoeren<br />
Thank you for your attention<br />
Merci beaucoup<br />
Grimbergen, 26 November 08
Change language