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Fashion Segments - Experian

1 2 3 4 5 A B C D E F G A B C D 2.30% Men who want to keep looking young but have a limited budget Type 1Philip: Youthful Aspiration Group A Overview Overview 1 Type C11

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Text of Fashion Segments - Experian

who want to keep looking young but have a limitedbudgetPhilip: Youthful AspirationType 1Group AOverviewOverview1Type C11LynnLiverpool - CentralBirmingham - CentralManchester - CentralIlfordBoxer shortsTrainersChildren s trousersChildren s trainersShoefayreSports SoccerBurtonJJB SportsPrice is importantSpend on childrenHigher number of itemsLow-value itemsLow-value flats and housesLow incomeSingles and sharersAge 36-45Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I am more interested in fashion than most people I know. Fashion SegmentsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321Spend on childrenSpend per itemSpendAge2/2014/2010/209 Males15/3517/3527/3520 Adults Age 1 = youngest, Spend 1 = who want to keep looking young but have a limitedbudgetPhilip: Youthful AspirationType 1Group AYouthful Aspiration try to keep up with fashion as they want to retain their sense of youth but they do not have much money to spend on clothes. They buy a higher number of lower priced goods so that they have a varied wardrobe that has not cost them too much. They quite like shopping for clothes, tending to buy when they see something they like, rather than going out with a specific shopping list. They want to follow fashion and buy trendy clothing and will also be experimental to a certain extent. They consider themselves more interested in fashion than people around them, but find it difficult to get fashionable clothing at a price that they can affordPrice is an important factor when they are out shopping. They will shop around to compare prices and are unlikely to splash out on something that is beyond their budget. They like discounts and sales as they are keen to make their money go further. Quality is not a high priority they are very unlikely to pay more to get better quality. Purchases are mostly made with are very unlikely to spend any money on the woman in their lives but they do buy things for their children sometimes. These men tend to be aged between 36 and 45 and are not in traditional family households (they are cohabiting, living alone or sharing). A proportion has moved in recent years and a number may not be living with their children. They live in low-value flats or who want to keep looking young but have a limitedbudgetPhilip: Youthful AspirationType 1Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003ExampleMean %Example IndexInternet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi ture150501000200Fashion SegmentsDemographics& Expenditure 536215284219*NoteGeneral expenditure figures are s spent per yearSee Supporting NotesCharts show Index andMean %. Index 100indicates UK who want to keep looking young but have a limitedbudgetPhilip: Youthful AspirationType 1Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who want to keep looking young but have a limitedbudgetPhilip: Youthful AspirationType 1Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who want to keep looking young but have a limitedbudgetPhilip: Youthful AspirationType 1Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who do not have strong opinions aboutwhat they wear and want to shop as easily as possibleMalcolm: Any Shirt Will DoType 2Group AOverviewOverview1Type C10ChristineBlackpool - CentralDoncasterSunderlandHullCasual shirtsJeansPolo shirtsFleecesJJB SportsMarket stallMatalanAsdaLow interestDon t spend much timeshoppingSome catalogue spendAverage spendLow-value housingFamilies with adultchildrenAge 46-55Top Shopping CentresFavourite purchasesClosest FemaleFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I usually buy mainly sale price or discount clothing. Fashion SegmentsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321Spend on childrenSpend per itemSpendAge7/2011/209/2011 Males27/3514/3526/3525 Adults Age 1 = youngest, Spend 1 = aged men who do not have strong opinions aboutwhat they wear and want to shop as easily as possibleMalcolm: Any Shirt Will DoType 2Group AAny Shirt Will Do do not spend a lot of time considering what to wear. This Type are not particularly interested in their clothes; buying clothes is a necessary task that needs to be done as quickly as possible. They are not trying to express themselves through their clothes and they do not enjoy shopping they just have to replace things that are worn out or get new clothes that they need. They have an average level of spend on clothes for men but tend to buy a higher quantity of items of cheaper value. They are highly unlikely to buy an item of clothing for their wife and do not usually buy anything for their children either. They are happy to let their wives make purchases for them as they do not mind what they wear as long as it is like to buy sale or discounted clothing if it is available but will not go out of their way to look for sale items if it makes the job harder. Catalogues are attractive to this Type as mail order shopping means less time wasted in clothes shops. Because they do not have strong opinions about how they look they do not mind that they can not try things on before buying them and are unlikely to send things back unless they really do not are mostly made with cash from places where prices are good value such as Asda, Matalan and on market men are usually aged between 46 and 55, are settled with families with older kids and live in low-value aged men who do not have strong opinions aboutwhat they wear and want to shop as easily as possibleMalcolm: Any Shirt Will DoType 2Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 641*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK aged men who do not have strong opinions aboutwhat they wear and want to shop as easily as possibleMalcolm: Any Shirt Will DoType 2Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK aged men who do not have strong opinions aboutwhat they wear and want to shop as easily as possibleMalcolm: Any Shirt Will DoType 2Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK aged men who do not have strong opinions aboutwhat they wear and want to shop as easily as possibleMalcolm: Any Shirt Will DoType 2Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK young men who search out style at areasonable priceLee: Functional Fashion SeekersType 3Group AOverviewOverview1Type C9TammyGlasgow - CentralLeicesterPlymouthDundeeReplica football kitsT-shirtsJeansTrainersAllsportsBurton JJB SportsJD SportsLimited budgetBelow average spendTime spent on clothingFashion-consciousLow-value flats and housesLiving with parents orsharingAge 18-25Top Shopping CentresFavourite purchasesClosest FemaleFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I spend a lot of time and effort getting the right look. Fashion SegmentsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321Spend on childrenSpend per itemSpendAge12/204/2011/202 Males32/354/3530/354 Adults Age 1 = youngest, Spend 1 = young men who search out style at areasonable priceLee: Functional Fashion SeekersType 3Group AFunctional Fashion Seekers are young men who are very fashion-conscious it is very important to them that they wear the right brands and have the right look. But they do not see themselves as fashion victims and they also want their clothes to be functional as well as do not have a huge amount of money to spend on clothes and to get the right look, they spend the most time of any male type looking for the right clothing. They want to look individual and their clothes to reflect who they are but with their limited budget they must choose carefully. Overall their total spend is below average as they buy less items than the average man but each item is carefully selected and is of above average value. Functional Fashion Seekers think they spend a lot of money on clothes but this is just a reflection of the proportion of their disposable income that they are believe that in order to look good it is important to have an occasional item that is more expensive, so while quality in itself is not a driving factor, they will sometimes spend highly on a key item to get something that looks superior. They do not care about over-spending on an item if it is something they really want and they have a tendency to be impulsive buyers in this men buy their clothes with cash and will shop on the high street at places such as Burtons and sports shops rather than out-of-town retail parks. They also use the are aged between 18 and 25 and are either still living at home with their parents or sharing with friends in low-value young men who search out style at areasonable priceLee: Functional Fashion SeekersType 3Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 480216201*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK young men who search out style at areasonable priceLee: Functional Fashion SeekersType 3Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK young men who search out style at areasonable priceLee: Functional Fashion SeekersType 3Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK young men who search out style at areasonable priceLee: Functional Fashion SeekersType 3Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who want to fit in but who only need a minimalwardrobe of basicsJason: Sporty BasicsType 4Group AOverviewOverview1Type C8MichelleWakefieldLutonLeicesterStoke-o n-Trent - CityCentre (Hanley)Casual bootsJeansTrainersChildren s trainersIndependent shoe shopAdams ChildrenswearAllsportsJD SportsClothes not a priorityPrefer casual lookLow number of itemsVery low spendLow-value housingCohabitees and SharersAge 26-35Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I always compare shops for prices. Fashion SegmentsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321Spend on childrenSpend per itemSpendAge4/208/2015/204 Males21/3511/3535/3511 Adults Age 1 = youngest, Spend 1 = men who want to fit in but who only need a minimalwardrobe of basicsJason: Sporty BasicsType 4Group ASporty Basics have the lowest overall spend of any of the male types and they buy the fewest number of items. This is not to say that they are unaware of fashion they have not given up totally on their appearance and will try to keep up to date to a certain extent. They favour a casual, sporty look which is easy to wear. They do not want their clothes to make a big statement about who they are, they simply want to fit and clothing is not a big priority in their lives but they are young and are influenced by the styles and preferences of their peers. They have not settled down to have families yet, instead they are often living with girlfriends or friends. They do not want to look out of fashion or be boring in the way they dress, so will often buy something new each season and will try something a bit different from things they have worn before especially if they have encouragement from their do not actively hate clothes shopping but certainly would not classify it as a leisure activity. They would rather not bother with shopping in the sales as the extra crowds are far too unpleasant. Price is an important factor for this Type as they have low disposable income and certainly do not want to waste money unnecessarily on clothes. They are very likely to look in different shops to compare prices; so are keen to shop at locations near to where they live or work and also have their favourite pay for their purchases in cash and favour sports shops such as JD Sports and men are aged between 26 and 35 and are cohabiting or sharing with friends in low-value men who want to fit in but who only need a minimalwardrobe of basicsJason: Sporty BasicsType 4Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 529265248*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who want to fit in but who only need a minimalwardrobe of basicsJason: Sporty BasicsType 4Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who want to fit in but who only need a minimalwardrobe of basicsJason: Sporty BasicsType 4Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who want to fit in but who only need a minimalwardrobe of basicsJason: Sporty BasicsType 4Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a low budget but a high sense of imageNathan: Budget ImageType 5Group AOverviewOverview1Type B7StaceyYorkExeterBrightonWood GreenTrainersChildren s t-shirtsJogging bottomsShortsJJB SportsBurtonPeacocksTescoDoesn t buy in salesLike to make a statementwith clothesSeeks new trendsLow spendHigh movementUrban flatsSingles and sharersAge 26-45Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I like to make a statement with the clothes and shoes I wear. Fashion SegmentsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321Spend on childrenSpend per itemSpendAge5/2012/2014/206 Males25/3515/3534/3514 Adults Age 1 = youngest, Spend 1 = men with a low budget but a high sense of imageNathan: Budget ImageType 5Group ABudget Image do not have much income to spend on clothes but are conscious of the way they look. They try to buy clothes that are in fashion and will actively search out new trends. They see their clothes as a way to make a statement to the world about who they are and do not care if this means that they stand , with their very low budget this means that their options are very restricted. They do not want to make the effort to shop in sales, so they shop at places that they will be able to afford at full-price such as Tesco, Peacocks, Burtons and JJB items are shorts, jogging bottoms and Image are mostly aged between 26 and 35 and living alone or sharing in urban flats of low-value and have a high tendency to men with a low budget but a high sense of imageNathan: Budget ImageType 5Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 279256208*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a low budget but a high sense of imageNathan: Budget ImageType 5Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a low budget but a high sense of imageNathan: Budget ImageType 5Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a low budget but a high sense of imageNathan: Budget ImageType 5Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK with growing families who spend on their childrenStephen: Mainstream FathersType 6Group BOverviewOverview1Type E14JaneBluewaterGloucesterCrawleyMilton KeynesChildren s t-shirtsT-shirtsChildren s trousersChildren s shoesDebenhamsAsdaSports SoccerNextPays by debit cardBrand not importantLike out-of-town storesBuys for childrenLower value housesFamiliesAge 36-45Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview The brand name of the clothes and shoes I buy is not important. Fashion SegmentsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321Spend on childrenSpend per itemSpendAge1/2010/204/207 Males13/3513/3520/3517 Adults Age 1 = youngest, Spend 1 = with growing families who spend on their childrenStephen: Mainstream FathersType 6Group BMainstream Fathers make the highest number of clothing purchases, a significant proportion of which (15%) are bought for their children. This is an unusual characteristic for a male fashion type. Spend per purchase is slightly below average reflecting the fact that quality is not a high favour out-of-town shopping centres and probably make trips to retail parks with their family. Purchases are likely to be made for each family member during these trips. Favourite stores are places such as Next or sports shops such as Sports Soccer or JJB Sports. This Type are not experimental in their choice of their own clothes and they are not looking for individuality in the clothes that they wear. They do not rate brands or labels importantly when they are choosing what to buy. They are therefore happy to wander around shops which have their own brand labels such as Next or Asda to find something that will suit their requirements. Purchases are usually made by debit or sometimes with a store Type tend to be aged between 36 45, living with their wife and children on a pleasant but not expensive suburban housing with growing families who spend on their childrenStephen: Mainstream FathersType 6Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003ExampleMean %Example IndexInternet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi ture150501000200Fashion SegmentsDemographics& Expenditure 579208*NoteGeneral expenditure figures are s spent per yearSee Supporting NotesCharts show Index andMean %. Index 100indicates UK with growing families who spend on their childrenStephen: Mainstream FathersType 6Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK with growing families who spend on their childrenStephen: Mainstream FathersType 6Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK with growing families who spend on their childrenStephen: Mainstream FathersType 6Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who look for good quality, formal work attireTim: Professional LookType 7Group BOverviewOverview1Type D12AnnabelHarrowTunbridge WellsSuttonKingston upon ThamesCasual bootsFormal shoesChildren s shoesReady-made suitsNextOther multiplesJohn LewisMarks and SpencerSpends on credit cardHigh-value itemsBuys for childrenHigh spendPleasant homesMiddle incomeFamiliesAge 36-45Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I only wear a new fashion look if I am sure it will suit me. Fashion SegmentsSpend on childrenSpend per itemSpendAge3/203/203/208 Males17/353/3517/3519 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men who look for good quality, formal work attireTim: Professional LookType 7Group BProfessional Look are men who need to look respectable for their career jobs and they therefore spend more on their work clothes than many types. Ready-made suits are a favourite purchase and are bought from stores such as Marks & Spencer and John Lewis. They buy good quality clothes of a high value and in total have the third highest spend of any male type. They also spend more than average for men on their children. Purchases are often made with credit cards, as a convenience rather than a are quite conservative in their choice of styles and do not like to wear clothes that make them stand out. They like wearing more formal clothes and while they do not disregard fashion, they will only buy a fashionable look if they are sure it will suit is more important than price and they do not shop around to compare prices. Shopping is done efficiently and quickly and they do not spend a lot of time trying to find the right clothes. They know which shops suit their style and quality requirements and most of the time they stick with them. The internet is a useful alternative way of obtaining the clothes they want from tried and trusted relatively speaking they spend quite a lot on clothes, this does not represent a large proportion of their disposable income so they do not consider it excessive. Because price is not an issue they do not have any problem finding the clothes they want, at a price they can Type are mostly aged between 36 and 45, have mid-range incomes and are living in family men who look for good quality, formal work attireTim: Professional LookType 7Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 525281332307*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who look for good quality, formal work attireTim: Professional LookType 7Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who look for good quality, formal work attireTim: Professional LookType 7Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who look for good quality, formal work attireTim: Professional LookType 7Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress respectably if unimaginativelyClive: Mid-range SuitabilityType 8Group BOverviewOverview1Type E15MarilynChesterInvernessMaidstoneAberd eenCasual shirtsFormal trousersFormal shirtsNecktiesMackaysDebenhamsTK MaxxClarksPrefers leather shoesNot interested in fashionPlans items to buyBuys mid-range clothesComfortable housingSuburbanFamilies with older childrenAge 46-55Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I m not looking for individuality in the clothes I buy. Fashion SegmentsSpend on childrenSpend per itemSpendAge6/207/205/2010 Males26/359/3521/3523 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men who dress respectably if unimaginativelyClive: Mid-range SuitabilityType 8Group BMid-range Suitability are considered purchasers who go out to buy specific, planned items and do not buy on impulse. They are not interested in fashion so do not need to browse through a clothes stores to see what is available. They are able to plan exactly what they need (such as new trousers and ties for work, for example) and then they go out and buy just those things. This method of shopping means that they are very quick shoppers and do not spend much time at the shops. As they do not gain any pleasure from shopping, it is simply a necessary job, so they prefer it to be done as efficiently as like to return to stores where they have previously bought items they like, as they know they will find the clothes that they want. Department stores such as Debenhams are favourites; they also buy some things from Matalan and like to get shoes from primary aim of their clothing is to dress in a suitable manner that is respectable and appropriate. This means that individuality and fashion details are not do care about the quality of the items they buy and would be very negative towards cheap imitations such as synthetic spend per item is slightly above average and they also buy more items than average a symptom of the fact that they will buy several items, such as shirts, at once which saves another trip to the shops at a later are made with a debit or credit Suitability are aged between 46 and 55, have comfortable incomes and live within the suburbs with their teenage families. Fashion men who dress respectably if unimaginativelyClive: Mid-range SuitabilityType 8Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 661*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress respectably if unimaginativelyClive: Mid-range SuitabilityType 8Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress respectably if unimaginativelyClive: Mid-range SuitabilityType 8Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress respectably if unimaginativelyClive: Mid-range SuitabilityType 8Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who buy high-quality items in a classic but consideredstyleHoward: Distinguished ClassicsType 9Group BOverviewOverview1Type D13VirginiaKingston upon ThamesKnightsbridgeWatford - CentralGuildfordReady-made suitsCasual shoesCasual trousersCasual shirtsIndependent shoe shopHouse of FraserMarks and SpencerIndependent clothes shopsPrefers classic lookBuys good qualityLikes salesHigh spendHigh incomeFamilies with older childrenAge 46-55Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview . I prefer a classic tailored lookFashion SegmentsSpend on childrenSpend per itemSpendAge14/202/202/2012 Males34/352/3516/3527 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = who buy high-quality items in a classic but consideredstyleHoward: Distinguished ClassicsType 9Group BDistinguished Classics is a type for whom money is no issue. High-quality clothes are purchased in exclusive independent clothing stores and high-end department stores such as House of Type prefers a classic or tailored look but are not necessarily buying just for work. Favourite items include casual shirts, trousers and shoes and these will all be items of a high standard with top of the range brands favoured. They are not without a sense of fashion and they like their clothes to reflect something of current trends but only in a toned down manner. They will always choose natural over synthetic Type has two characteristics that make them unusual within the male fashion types. The first is that they like to buy items for their wife these may be presents or it may be that they prefer to go shopping with their wife. The second unusual characteristic for men is that they have a propensity to shop in the sales. It is certainly not from financial necessity, they must simply like the feeling of prudence gained from buying discounted general, they prefer to plan the items they require in advance rather than buy on impulse. They spend mostly on credit cards for Classics are aged between 46 and 65, have a very high income and often have older children still living at who buy high-quality items in a classic but consideredstyleHoward: Distinguished ClassicsType 9Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 2963023963884109291623*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who buy high-quality items in a classic but consideredstyleHoward: Distinguished ClassicsType 9Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who buy high-quality items in a classic but consideredstyleHoward: Distinguished ClassicsType 9Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who buy high-quality items in a classic but consideredstyleHoward: Distinguished ClassicsType 9Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who choose to buy high-quality items in low numbersSimon: Quality not QuantityType 10Group COverviewOverview1Type A4SaraReadingOxfordUxbridgeChelmsfordT-s hirtsSandalsShortsReady-made suitsHennes (H&M)Sports WorldOther sports shopsNextPays by debit cardLikes quality brandsHigh-value itemsLow number of itemsFirst homesSuccessfulCohabiteesAge 26-35Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I only wear a new fashion look if I am sure it will suit me. Fashion SegmentsSpend on childrenSpend per itemSpendAge8/205/2012/205 Males28/355/3531/3512 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = who choose to buy high-quality items in low numbersSimon: Quality not QuantityType 10Group CQuality not Quantity buy a low number of clothing items, but what they do buy is of a high quality and price. They are not interested in having a wide range of clothes to wear, they simply want good basics in their wardrobe. In total, their spend on clothes and shoes is relatively low as they make so few purchases in number. Because the clothes that they buy are of good quality, they tend to last a reasonable length of time and this also contributes to the low total number of purchases that they are not into the latest fashions and do not have an interest in keeping up with trends. With their practical frame of mind they will only buy something in the latest trend if they are sure it will suit them. On an equally practical note they are unlikely to splash out on an expensive item on a do however, have an awareness of brands and will favour labels that they consider to be of high quality. This choice of good brands is the main way that they see their clothes reflecting their personality. They are not interested in hunting out sales bargains and a low proportion of their purchases are discounted. They are also very unlikely to buy items for their make their purchases by debit card and their favourite shops are Next, Hennes (H&M) Sports World and other sports shops. Key items are ready-made suits, shorts, sandals and not Quantity are likely to be aged between 26 and 35, may well be cohabiting with a girlfriend and live in urban and suburban who choose to buy high-quality items in low numbersSimon: Quality not QuantityType 10Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 505*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who choose to buy high-quality items in low numbersSimon: Quality not QuantityType 10Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who choose to buy high-quality items in low numbersSimon: Quality not QuantityType 10Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK who choose to buy high-quality items in low numbersSimon: Quality not QuantityType 10Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men for whom brand and image is everythingLuke: Brand BoyType 11Group COverviewOverview1Type A3KatieShrewsburyExeterMilton KeynesRomfordJeansTrainersT-shirtsJumper sGapDebenhamsHouse of FraserNextEnjoy shoppingBuys just for themselvesAbove average spendBrand and stylingimportantModerate housingLiving with parentsAge 18-25Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I tend to buy items by brands or designers whose styling best expresses my personality Fashion SegmentsSpend on childrenSpend per itemSpendAge10/206/207/201 Males30/358/3523/353 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men for whom brand and image is everythingLuke: Brand BoyType 11Group CBrand Boy is a type for whom brand and styling are extremely important in clothing. They have a reasonable disposable income as they are likely to still be living at home with their parents, which means they are able to spend a considerable proportion of their money and time getting the best labels they can afford. Because of a high proportion of their income is spent on looking good, they consider that they spend a lot on actual fact they only have a slightly above average spend compared with other male types. They buy clothes with the highest price tag they can afford; the very top of the range is still out of the price bracket. However, they are unlikely to buy cheap versions of any item of clothing. They are active fashion followers though they do not necessarily want to be the first to wear something new. The key thing for them is buying the brands or designers that they feel best express their personality. They enjoy shopping and love finding an outfit that makes a statement about who they are and makes them stand out from the crowd. They take a lot of care over their appearance and wearing clothes in the right style is very important. Purchases are made with a debit card. Favourite stores include House of Fraser and Debenhams, for finding good labels, and Next. A vast majority of their spending is on themselves as they are unlikely to have dependants to buy looks are casual, which would include good designer versions of jumpers, t-shirts, trainers and Boy is likely to be aged between 18 and 25 and living with his parents in comfortable suburban men for whom brand and image is everythingLuke: Brand BoyType 11Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 528*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men for whom brand and image is everythingLuke: Brand BoyType 11Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men for whom brand and image is everythingLuke: Brand BoyType 11Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men for whom brand and image is everythingLuke: Brand BoyType 11Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a taste for expensive clothesDominic: Dressed in the BestType 12Group COverviewOverview1Type D12AnnabelEdinburgh - Princes StreetBrighton - CentralLondon West EndKnightsbridgeCasual jacketsFormal shoesFormal shirtsT-shirtsHennes (H&M)TK MaxxJohn LewisIndependent clothes shopsLikes qualityNot a high number ofitemsVery expensive itemsVery high spendHigh disposable incomeUrbanLiving at home or sharingAge 18-25Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I like a classic looks but only if they are updated to reflect current fashion trends. Fashion SegmentsSpend on childrenSpend per itemSpendAge13/201/201/203 Males33/351/3514/356 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men with a taste for expensive clothesDominic: Dressed in the BestType 12Group CDressed in the Best have the highest spend of any male type but surprisingly make fewer than average purchases. Their high spend is a function of the fact that each item they buy is very expensive. They buy the most expensive options of all items even down to socks and underwear. This Type is not necessarily looking for individuality but want to be noticed for the exclusiveness of their appearance they would rather stand out in terms of quality than in the latest fashion. They are not particularly experimental and often favour classic looks which are updated to reflect modern trends. Price is certainly not a concern in the traditional sense it is only problem if it is too cheap. Purchases are made with debit cards and stores do not spend a huge amount of time shopping and do not shop as a leisure pursuit in itself. They will simply go to the shops where they know they can find the best also like internet shopping as an alternative source of expensive shops are exclusive independent clothing shops and John Lewis where designer brands can be found. Other shops such as Hennes (H&M) may be used if they are looking for more up to the minute items include designer t-shirts, formal shirts, formal shoes and casual in the Best are young (under 25) and live at home with their wealthy parents in expensive men with a taste for expensive clothesDominic: Dressed in the BestType 12Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003ExampleMean %Example IndexInternet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi ture150501000200Fashion SegmentsDemographics& Expenditure 388213228383459523216224234*NoteGeneral expenditure figures are s spent per yearSee Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a taste for expensive clothesDominic: Dressed in the BestType 12Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a taste for expensive clothesDominic: Dressed in the BestType 12Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men with a taste for expensive clothesDominic: Dressed in the BestType 12Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who are extremely price conscious and care forcomfort more than fashionFred: Low-cost and Long-lastingType 13Group DOverviewOverview1Type F16AgnesMetro CentreLiverpool - CentralDundeeSunderlandSlippersUnderwear PyjamasSocksPeacocksDamartLittlewoodsMar ket stallFit and comfort importantReplace worn-out itemsMost price consciousLow spendLow-value housingLow incomeCouples and singlesAge 55+Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I only buy clothing if I really need it. Fashion SegmentsSpend on childrenSpend per itemSpendAge11/2015/2013/2014 Males31/3519/3532/3531 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men who are extremely price conscious and care forcomfort more than fashionFred: Low-cost and Long-lastingType 13Group DLow-cost and Long-lasting have a very low total spend on clothes. They buy the cheapest versions of clothes and shoes available and are the most price conscious male type. They can find it difficult to find clothes at prices they can afford at price is the most important factor when buying clothes, durability is also essential as they want to buy items that will last a long time. Clothes will not be replaced until they are worn out and absolutely need to be replaced. Their choice of clothes is dominated by how comfortably they fit and fashion is of little or no concern. They therefore choose a very casual style of dress. Synthetic materials are acceptable for tend to buy on impulse when they come across something that is good value and they will buy in sales if possible to save further money. Purchases are made by cash or places to buy are those where good value can be found such as market stalls, Littlewoods, Damart and items are dominated by essentials such as socks and underwear, along with other comfortable items such as pyjamas and and Long-lasting are aged over 55 and are either living with their wife or alone in low-cost housing. Fashion men who are extremely price conscious and care forcomfort more than fashionFred: Low-cost and Long-lastingType 13Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003ExampleMean %Example IndexInternet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*lDemographicsExpend iture150501000200Fashion SegmentsDemographics& Expenditure 265389210265243*NoteGeneral expenditure figures are s spent per yearSee Supporting NotesCharts show Index andMean %. Index 100indicates UK men who are extremely price conscious and care forcomfort more than fashionFred: Low-cost and Long-lastingType 13Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who are extremely price conscious and care forcomfort more than fashionFred: Low-cost and Long-lastingType 13Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who are extremely price conscious and care forcomfort more than fashionFred: Low-cost and Long-lastingType 13Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress conventionally in a sensible choiceof clothingRoy: Conventional AppearanceType 14Group DOverviewOverview1Type G20CynthiaPrestonInvernessChesterAberdee nSweatshirtsFormal trousersJumpersCasual trousersFactory shopLittlewoodsBHSMarks and SpencerLike discountsDon t want to make astatement with clothesPrefer a classic lookSlightly above averagespendComfortably offCouplesAge 56-65Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I don t spend much money on clothing. Fashion SegmentsSpend on childrenSpend per itemSpendAge15/209/206/2013 Males35/3512/3522/3528 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men who dress conventionally in a sensible choiceof clothingRoy: Conventional AppearanceType 14Group DConventional Appearance are sensible dressers who do not have strong opinions about clothes; they simply want to look respectable whether they are at work or at home with their are the least likely to want to make a statement with their clothing and care the least about styling or the look of clothes or what is happening in fashion. They do not want to spend a lot of money, just what is necessary to build a sensible, conventional wardrobe. Unsurprisingly, they tend towards a classic or tailored their spend is slightly above average and they do have the income to afford clothes. They make a slightly higher number of purchases than average and may buy some things for their wife. Items purchased tend slightly towards the lower price will take advantage of sales as this makes sound financial sense and will have a store card to take advantage of discounts they stores are Marks & Spencer, BHS, Littlewoods and factory items are casual trousers, jumpers, formal trousers and Appearance are aged between 56 and 65 and are living with their wife in comfortable men who dress conventionally in a sensible choiceof clothingRoy: Conventional AppearanceType 14Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 676*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress conventionally in a sensible choiceof clothingRoy: Conventional AppearanceType 14Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress conventionally in a sensible choiceof clothingRoy: Conventional AppearanceType 14Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who dress conventionally in a sensible choiceof clothingRoy: Conventional AppearanceType 14Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who buy replacement clothes for themselvesand their wivesHubert: Selective HabitType 15Group DOverviewOverview1Type G19MarjorieSouthportBournemouth - CentralEastbourneWorthingWomen s casual blousesFormal trousersCasual shirtsWomen s jumpersEdinburgh Woollen MillBHSFactory ShopMarks and SpencerDoesn t spend much timeshoppingNot interested in fashionBuys the same item againBuys for wifeGood retirement incomeCouples and singlesAge 66+Closest FemaleTop Shopping CentresFavourite purchasesFavourite shopsShopping behaviourKey demographics1234567Supporting notesAttitudesTypical ShopsPurchasesDemographics & ExpenditureDescriptionOverview I am more concerned about quality than fashion or price. Fashion SegmentsSpend on childrenSpend per itemSpendAge9/2013/208/2015 Males29/3516/3525/3535 AdultsPracticalConservativeHigh spendHigh priceFashion-consciousExperimentalLow spendLow price151413121110987654321 Age 1 = youngest, Spend 1 = men who buy replacement clothes for themselvesand their wivesHubert: Selective HabitType 15Group DSelective Habit are older men who tend to purchase nearly identical clothes to replace those that are worn out. They do not want to experiment and the dictates of fashion have long since passed them by. They therefore shop at familiar stores where they know they will be able to buy the exact same item as last time. This approach also enables them to spend as little time as possible shopping for are also the male type who buys the highest number of items for their wife. This may be because they always shop as a couple or it may be for a wife who is unable to shop for herself. They consequently have a higher than average number of purchases for men though their average spend per item is well below average. The primary aim of their choice of clothes is to look appropriate and do notice quality and will choose items that they can see are of a good standard and will last them a good time. Natural fabrics are always preferred to synthetics for their quality and comfort. They would always rather buy one good item than several of inferior is made by cheque or credit shops are Marks & Spencer, factory shops, BHS and the Edinburgh Woollen Habit are aged over 65, are either living as a couple or on their own and are financially men who buy replacement clothes for themselvesand their wivesHubert: Selective HabitType 15Group Demographics and ExpenditureDenimAspirationalManufacturer RetailBroadband at homeResearched footwear Researched clothing Purchased fashionwear >4 purchases last year High streetEdge of townCataloguesStore cardDebit/Switch/DeltaCredit cardChequeCashMost expensive9th expensive8th expensive7th expensive6th expensive5th expensive4th expensive3rd expensive2nd expensiveLeast expensiveTotal sale priceTotal full priceChildren s spendWomen s spendMen s spendNumber of purchasesAverage spendTotal spendHGFEDCBANumberedNamed buildingFarmFlatHome sharers plus otherSingle person householdFamily plus other adultsPseudo familyFamily household66+56-6546-5536-4526-3518-25200 100020010003Internet usageCouncil tax bandAddress typeHouseholdcompositionAgeRelative price tagBrandsPlace of purchaseMoneyGeneral*DemographicsExpendi tureFashion SegmentsDemographics& Expenditure 640212233*NoteGeneral expenditure figures are s spent per %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who buy replacement clothes for themselvesand their wivesHubert: Selective HabitType 15Group sTrainersT-shirtsSweatshirtsSuits - Ready-madeSocksSlippersShortsSandalsRepl ica football kitsPyjamasPolo shirtsNecktiesJumpersJogging bottomsJeansHats/CapsFormal trousersFormal shoesFormal shirtsFleece jackets/topsCoatsCasual trousersCasual shoesCasual shirtsCasual jackets/GiletsCasual bootsBriefs/Pants/UnderpantsBoxer shortsMen sVests/Sun topsUnderwired brasTrainersTightsT-shirtsSocksSkirtsSan dalsOther topsJumpersJeansHair accessoriesFitted topsCasual trousersCasual shoesCasual jackets/GiletsCasual blousesCardigansBriefs/KnickersWomen s200100020010004PurchasesFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who buy replacement clothes for themselvesand their wiveHubert: Selective HabitType 15Group ShopsShop nameTypical Shops520010002001000Other Sports ShopOther Multiple Clothing ShopOther Mail Order/CatalogueOther Discount StoreOther Department StoreWoolworthsWilkinsonWallisTop ShopTescoTK MaxxTJ HughesStead & SimpsonSports WorldSports SoccerShoefayreSainsbury sRiver IslandQS/Quality SecondsPrimarkPeacocksNext DirectoryNextNew LookMothercareMorrisonsMonsoonMatalanMar ks and SpencerMarket StallmkoneMackaysLittlewoods Mail OrderLittlewoodsLidlLa RedouteKaysJohn LewisJJB SportsJD Williams GroupJD SportsIndependent Shoe ShopIndependent Clothing StoreHouse of FraserHennes (H&M)Great Universal StoresGapFactory ShopEvansEthel AustinEtamEmpire StoresEdinburgh Woollen MillDorothy PerkinsDiscount Shoezone/Shoe ZDebenhamsDaxonDamartCotton Traders Mail OrderClarksClaire s AccessoriesBurtonBritish Home StoresBrantanoBootsBonmarch BewiseAsdaAllsportsAldiAdams ChildrenswearFashion %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK men who buy replacement clothes for themselvesand their wivesHubert: Selective HabitType 15Group like to experiment with looks and stylesI always compare shops for pricesI wear clothes until they wear outI tend to buy on impulse, rather than planning in advanceIt is difficult for me to find fashionable clothing at prices that I am willing to payI am active work and require clothes that are fashionable but also functionalin I only wear a new fashion look when I am sure it will suit me I only buy clothing if I really need itI am more concerned about quality than fashion or priceI prefer a classic or tailored lookI look for clothing and shoes that reflect current trends, but in a toned down mannerShoes made of synthetic materials are just as good as those made from leatherI ve become less experimental/more conservative in the clothes I buyI like to make a statement with the clothes and shoes I wearPrice is not important if I really like somethingI tend to buy items by brands or designers whose styling best expresses my personalityI am more interested in fashion than most people I knowFit/comfort is more important than appearance/stylingI buy new shoes or footwear mainly to replace something that has worn outI buy clothing and footwear I like, regardless of the current fashionI really enjoy shopping for clothing and footwearMy clothes help me to express my personalityI often pay more to get better qualityI am not that interested in following fashion trendsI spend a lot of money on clothing, footwear and accessoriesI like classic looks, but only if they are updated to reflect current fashion trendsThe styling/look of an item is more important than the qualityI spend as little time shopping for clothing and footwear as possibleI usually buy mainly sale price or discount clothing and footwearFashion details are very important to meI don t like to wear clothes that make me stand outThe brand name of the clothes and shoes I buy is very important to meI buy clothing that is trendy, in vogue, the latest thingDurability is more important than how fashionable the clothes areI prefer natural rather than synthetic materials for the clothes and shoes I buyI am more concerned about the appropriateness than fashionabilityIt is important that my clothes and shoes are up-to-date with the current fashion trendsI look for individuality in the clothes I buyI spend a lot of time and effort getting the right lookI prefer to wear casual, less formal clothes whenever possibleI would rather buy one quality item than several at lower qualityI always buy at least one item that is in fashion each season I buy things that are similar to those that I already own61000200Fashion SegmentsAttitudes to fashionPurchasing influencesPracticalityStyle preferenceAttitudes to shopping?? %Example Index150501000200See Supporting NotesCharts show Index andMean %. Index 100indicates UK SegmentsSupporting Notes7IntroductionSupporting NotesABCDEFGABCDFashion Segments classifies every adult in the United Kingdom based upon their attitudes and behaviour towards fashion shopping. It links qualitative information on fashion shopping motivations and attitudes with quantitative information on shopping behaviour and overall demographics to provide a unique insight into consumers within the fashion Segments classify all adults into 20 female types and 15 male types. These comprehensively describe their typical attitudes towards fashion and brands, and their typical behaviour towards types of clothes they purchase, stores they visit and frequency, value and purpose of shopping trips. Key socio-economic and demographic characteristics are also Segments was created with data from TNS Worldpanel Fashion (formerly TNS FashionTrak). TNS Worldpanel Fashion is a division of market information group TNS. TNS Worldpanel Fashion monitors the clothing, footwear and accessories purchasing trends of 15,000 demographically representative British individuals. It provides detailed insight into their fashion purchasing behaviour and attitudes, providing retailers, manufacturers and marketing agencies with detailed knowledge to position their products more effectively in the clothing, footwear and fashion accessories market. Fashion SegmentsSupporting Notes7Supporting are provided for each of the variables used to build and describe the UK Fashion Segments. The variables are grouped together by category. For each Type the charts show the Mean % and Index for each variable, unless otherwise stated in the shows that:of Type A01 households prefer Retail Type A01 households prefer Manufacturer Type A01 households prefer Denim Index shows how the variable compares with all households in the Index of 100 is the UK average. An Index greater than 100 shows that this variable is over-represented when compared with the UK as whole. An Index less than 100 shows that this variable is under-represented when compared with the UK as Index is shown on the chart as a The chart shows the Index value from 0 to 200. If the Index value is greater than 200, the bar is shown as 200 along with the exact % show the percentage of this Type with this characteristic. For example, consider Brand preference for Type A01:Variables Mean % and IndexUnderstanding Mean % and IndexIndex above 100Index below 100Index 100(UK average) %

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