Connected high fashion

HIGH-END FASHION

The Connected Commuter

General Purchase and Behaviour

The High-End Fashion Presentation

Commuters key audience for high-end fashion

brands


Source: Connected Commuter High-End Fashion Survey, November 2012

Commuters more likely to visit stores to purchase

high end brands

92% shop for high end brands

in-store…

…compared to 79% who

buy them online



High streets popular shopping destinations for

purchasing high end fashion products



Amongst those who shop for high end brands in-store

*London High Streets such as Regent St, Bond St, Oxford St etc.

63%Buy high end

brands on the high

street*

33%Buy high end

brands in shopping

malls

39%Buy high end

brands high end

department stores

Spend on high end fashion brands high amongst

commuters



Quality and uniqueness key motivations for

commuters to buy high end fashion brands


% of people who put statements in top 3

Top 3 motivations to buy high end….

Better quality: 76%

Something special: 73%

More unique: 51%


What defines and "investment piece" to you?

“It is also likely to have been something which was

limited in production, so I have like 1 of only 300 pieces”

“A good investment is

something that will never go

out of fashion”

“I see an investment piece as

something that may be

expensive or cost a little more

than you may wish to spend

on, but that you will be able to

use time and time again and

will keep its worth”


Source: Connected Commuter High-End Fashion Forum , November 2012

“A good investment is

something I will get as a

profit in years to come on

my given article”

“An investment piece would

be one which would

increase in value, ideally

even after I had worn it”

Rail environment key for reinforcing high end

product choice




61%Would be reinforced

by rail advertising

(41% digital screens)


by magazine

advertising


by TV advertising

Advertising key method of communicating new

high end fashion products



44%Alerted to new

products by

advertising

44%Alerted to new

products by press

articles

36%Alerted to new

products friends and

family

Commuters feel it would be appropriate for a high

end brand to have a station store




Advertising strong method of alerting commuters

to a new store opening



Why might “high end” brands open a station store?

“I think that some brands would make it very well at the train

station: brands such as Ted Baker, Karen Millen and French

Connection all have appeal to the general flow through

Central London, and I think it could be very successful”

“They can find

commuters that have

money but not time”

“As a lot of mainline

stations in London are

quite large and receive a

lot of customer traffic

everyday and city

stations attracting a lot of

business personnel”


Source: Connected Commuter High-End Fashion Forum , November 2012

“Plenty of footfall”

“Stores should open on train

stations definitely, many times

I've arrived at a station &

thought "I didn't get a present"”

Commuters also likely to receive high end fashion

brands as gifts – particularly jewellery



76%Have received a high end

fashion item as a gift

Watches: 48% Jewellery: 42%

Clothing: 39% Sunglasses: 31%

Shoes: 26% Handbag: 22%

High End Clothing Purchase & Brands


Commuters likely to be frequent purchasers of

high end clothing brands



2.3Average high end

clothing purchases per

year

Almost 1 in 4Commuters buy high

end clothing at least 4

times a year

High end clothing brands sit well amongst

commuters



Top clothing brands….

76%of those who use

designer goods wear

high end clothing brands

High End Accessory Purchase & Brands


On average, commuters make 2 high end

accessory purchases a year



2Average high end accessory purchases per year

Commuters have bought from a variety of high

end accessory brands…



78%of those who use designer

goods have bought high

end accessories

…with future consideration also high



78%Would consider buying high end accessories

High End Jewellery Purchase & Brands


Commuters make almost 2 high end jewellery

purchases a year



*Jewellery inc. watches

1.7Average high end jewellery purchases per year

Tiffany and Links of London popular jewellery

brands amongst commuters



71%of those who use designer

goods have bought high

end jewellery/watches

Consideration high for premium jewellery and

watch brands amongst commuters



71%Would consider buying high end jewellery/watches

Connected high fashion

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