Britons ready to spend more on fashion - New Look survey
UK consumers appear to be ready to spend the money they've saved during lockdown on the kind of fashion products they haven't been buying for more than a year now. And it looks like summer-specific clothing could benefit in particular.
A survey conducted by retailer New Look spoke to 600 women aged between 18 and 44 and found that 71% of them are "very excited" to see warmer weather and more sun, 57% are very excited about spending more time outdoors and 53% feel the same way about wearing summer clothing.
The company linked its survey results to Google Trends data and, importantly, it also found that 55% of customers are ready to spend the same or more on fashion over the next month than they did pre-pandemic. That's crucial for retailers at all levels of the market at present as the summer season gets into full swing and they need to shift not only new product, but some of the product that they were forced to hold over from the summer season last year.
New Look also noted that searches for ‘summer clothes’ are up 91% year-on-year (even though the UK’s weather has been generally cooler than it was 12 months ago). And while loungewear searches spiked 976% as we moved into the first lockdown in March 2020, they’re down 67% this week alone.
Summer dress searches have risen 25% year-on-year and bralette searches have risen 123%, pointing to them as key pieces for summer. And after a year in which footwear has struggled, searches for sliders and wedges have also begun trending with rises of 54% and 29% respectively.
Importantly too, in terms of consumers getting back to some sort of normality, searches for festival clothing are up 233%. That comes as festival tickets have been selling out fast in Britain.
It all suggests a population that’s much more ready to get back to some kind of normal life than it was back in June 2020 when the first lockdown ended. The success of the vaccine rollout seems to have given them confidence that even if there are more Covid waves, the measures taken to counter them won't be as extreme as they have been previously.
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