Despite online shopping’s popularity half of British consumers still buy clothes on the high street

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 17, 2020, 4:37 PM UTC

YouGov’s white paper, The Fashion Industry in Great Britain, reveals Britains’s appetite for traditional offline clothes shopping experiences.

This piece states though industry experts claim that traditional retailers are struggling to compete, the picture is more complex. YouGov research found 28% of British consumer’s shop for their clothes mostly offline. While 18% of Britons exclusively shop clothes offline, 22% of them are evenly split between online and offline.

Only a mere 4% exclusively depend on online channels, while 23% mostly shop online. The report states that almost four in ten British consumers said they like to feel products ahead of purchase and only 20% of them disagreed. The ability to get a better cloth fitting also appeal to consumers.

The research further indicates that high street brands experience greater customer loyalty. 54% of Brits said they have brought from at least one retailer in the past three months.  

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