HIGH-END FASHION
The Connected Commuter
General Purchase and Behaviour
The High-End Fashion Presentation
Commuters key audience for high-end fashion
brands
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
Commuters more likely to visit stores to purchase
high end brands
92% shop for high end brands
in-store…
…compared to 79% who
buy them online
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
High streets popular shopping destinations for
purchasing high end fashion products
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
Amongst those who shop for high end brands in-store
*London High Streets such as Regent St, Bond St, Oxford St etc.
63%Buy high end
brands on the high
street*
33%Buy high end
brands in shopping
malls
39%Buy high end
brands high end
department stores
Spend on high end fashion brands high amongst
commuters
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
Quality and uniqueness key motivations for
commuters to buy high end fashion brands
Source: Connected Commuter High-End Fashion Survey, November 2012
% of people who put statements in top 3
Top 3 motivations to buy high end….
Better quality: 76%
Something special: 73%
More unique: 51%
The High-End Fashion Presentation
What defines and "investment piece" to you?
“It is also likely to have been something which was
limited in production, so I have like 1 of only 300 pieces”
“A good investment is
something that will never go
out of fashion”
“I see an investment piece as
something that may be
expensive or cost a little more
than you may wish to spend
on, but that you will be able to
use time and time again and
will keep its worth”
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Forum , November 2012
“A good investment is
something I will get as a
profit in years to come on
my given article”
“An investment piece would
be one which would
increase in value, ideally
even after I had worn it”
Rail environment key for reinforcing high end
product choice
Source: Connected Commuter High-End Fashion Survey, November 2012
% of people who put statements in top 3
The High-End Fashion Presentation
61%Would be reinforced
by rail advertising
(41% digital screens)
51%Would be reinforced
by magazine
advertising
48%Would be reinforced
by TV advertising
Advertising key method of communicating new
high end fashion products
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
44%Alerted to new
products by
advertising
44%Alerted to new
products by press
articles
36%Alerted to new
products friends and
family
Commuters feel it would be appropriate for a high
end brand to have a station store
Source: Connected Commuter High-End Fashion Survey, November 2012
% of people who put statements in top 3
The High-End Fashion Presentation
Advertising strong method of alerting commuters
to a new store opening
Source: Connected Commuter High-End Fashion Survey, November 2012
The High-End Fashion Presentation
Why might “high end” brands open a station store?
“I think that some brands would make it very well at the train
station: brands such as Ted Baker, Karen Millen and French
Connection all have appeal to the general flow through
Central London, and I think it could be very successful”
“They can find
commuters that have
money but not time”
“As a lot of mainline
stations in London are
quite large and receive a
lot of customer traffic
everyday and city
stations attracting a lot of
business personnel”
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Forum , November 2012
“Plenty of footfall”
“Stores should open on train
stations definitely, many times
I've arrived at a station &
thought "I didn't get a present"”
Commuters also likely to receive high end fashion
brands as gifts – particularly jewellery
Source: Connected Commuter High-End Fashion Survey, November 2012
The High-End Fashion Presentation
76%Have received a high end
fashion item as a gift
Watches: 48% Jewellery: 42%
Clothing: 39% Sunglasses: 31%
Shoes: 26% Handbag: 22%
High End Clothing Purchase & Brands
The High-End Fashion Presentation
Commuters likely to be frequent purchasers of
high end clothing brands
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
2.3Average high end
clothing purchases per
year
Almost 1 in 4Commuters buy high
end clothing at least 4
times a year
High end clothing brands sit well amongst
commuters
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
Top clothing brands….
76%of those who use
designer goods wear
high end clothing brands
High End Accessory Purchase & Brands
The High-End Fashion Presentation
On average, commuters make 2 high end
accessory purchases a year
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
2Average high end accessory purchases per year
Commuters have bought from a variety of high
end accessory brands…
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
78%of those who use designer
goods have bought high
end accessories
…with future consideration also high
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
78%Would consider buying high end accessories
High End Jewellery Purchase & Brands
The High-End Fashion Presentation
Commuters make almost 2 high end jewellery
purchases a year
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
*Jewellery inc. watches
1.7Average high end jewellery purchases per year
Tiffany and Links of London popular jewellery
brands amongst commuters
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
71%of those who use designer
goods have bought high
end jewellery/watches
Consideration high for premium jewellery and
watch brands amongst commuters
The High-End Fashion Presentation
Source: Connected Commuter High-End Fashion Survey, November 2012
71%Would consider buying high end jewellery/watches