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Insight of the Day: Comfort is key for clothing shoppers - Damart report

Findings:

  • Comfort is King:  A study by Censuswide found that 62% of British shoppers prioritize comfort over fashion when buying clothes.

  • Price and Quality Matter: 57% of shoppers consider price to be important, and a third emphasize the type and quality of fabric.

  • Age Plays a Role:  The importance of comfort increases with age, while the focus on fashion trends decreases. 73% of those aged 55+ prioritize comfort, while 31% of 16-24-year-olds choose fashion.

Key Takeaway:

  • The traditional focus on fashion trends is shifting, with British shoppers now placing a higher value on comfort, price, and fabric quality when choosing clothes.

Trend:

  • The rise of "comfort fashion" is a significant trend in the UK clothing market, driven by changing consumer preferences and priorities.

  • This trend is likely to continue as shoppers seek out clothing that is both comfortable and stylish.

Conclusions:

  • Brands need to adapt to this changing landscape by prioritizing comfort and quality in their clothing designs.

  • They should also focus on offering a range of styles and price points to appeal to different consumer demographics.

Implications for Brands:

  • Focus on Comfort:  Brands should design clothes with comfort in mind, using soft and breathable fabrics that move easily with the body.

  • Quality over Quantity:  Investing in high-quality fabrics and construction can help justify higher price points and attract value-conscious consumers.

  • Diversify Styles:  Offer a range of styles to appeal to different age groups and fashion preferences, ensuring that comfort is a common thread across all designs.

  • Target Marketing: Tailor marketing messages to different age groups, highlighting comfort for older shoppers and showcasing fashionable yet comfortable options for younger consumers.

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