Public Wish for Designer Brands Reveal Analysts

For immediate release

High street fashion a wardrobe staple, but public wish for designer brands

42% of UK adults only go shopping when they really have to, for example to replace worn out clothing, according to new research from YouGov SixthSense.

40% of respondents like to shop occasionally, either only in the sales or for a special occasion, in contrast to one in five (17%) who go shopping as often as possible. Unsurprisingly, shopaholics are more likely to be female, with over a quarter of women (26%) going shopping as often as they can, compared to just 7% of men.

Of those brands that are likely to be wardrobe staples, high street brands come out on top. 61% of UK adults currently have at least one item of clothing from Marks and Spencer in their wardrobe. Items of clothing from Primark (41%), Nike (38%), Adidas (34%), H&M (27%), Levis (25%) and Gap (22%) are also the most likely to feature in the wardrobe of UK consumers.

High-end labels are the most sought after brands, however these are also least likely to be part of the UK consumer’s clothing collection. Of those brands that the public don’t currently have in their wardrobes but would like to own in the future, Dolce & Gabanna (20%) and Prada (20%) are the brands that UK adults most desire. 14% of respondents would like an item of Vivienne Westwood or Diesel in their wardrobe, whilst 13% would like something from DKNY.

Commenting on the findings, James McCoy, Research Director for YouGov SixthSense, said, “There are a number of factors that influence the desirability of a brand. Quality is often a major consideration but so is the exclusivity of an item. It is often difficult for more affordable brands to promulgate an image of chic exclusivity when in fact ownership of that brand is quite high. This report shows that there are a number of companies who manage to buck this trend, and who maintain an attractive image despite considerable high street visibility.”

Notes to editors

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2,165 adults. Fieldwork was undertaken between 27th - 29th May 2010.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

The full report on fashion and clothing is available to buy now from YouGov SixthSense.

Enquiries:

Stephen Harmston

Head, YouGov SixthSense



T:  +44(0)20 7012 6063

E:  sixthsense@yougov.com   

W: www.yougovsixthsense.com

James McCoy

Research Director, YouGov SixthSense

T:  +44(0)20 7012 6063

E:  sixthsense@yougov.com

W: www.yougovsixthsense.com

General YouGov enquiries:

T:  +44(0)20 7012 6000

E:  info@yougov.co.uk  

W: www.yougov.co.uk 

About SixthSense

SixthSense, part of YouGov plc, is a provider of comprehensive business intelligence. It offers a powerful type of consumer-driven market intelligence report and online information platform, designed to help businesses make better and quicker decisions.

Bespoke data is collected through YouGov’s proprietary panel of over 280,000 UK consumers. Highly qualified analysts use this data to deliver insight, comment, opinion and advice on the latest market trends and conditions.

For further information, visit www.yougovsixthsense.com

About YouGov

YouGov is an international, full-service research company primarily using online panels to provide quantitative and qualitative research across a range of specialisms. These include consumer markets, financial services, public sector, technology and telecoms and media. YouGov’s full-service offering spans added-value consultancy, syndicated and product offers, market intelligence reports, omnibus and field and tab services.

YouGov is considered the pioneer of online market research. Through panel management expertise, flexibility and an innovative approach to recruitment, YouGov operates a quality panel of about 280,000 UK members representing all ages, socio-economic groups and other demographic types, with excellent response rates. YouGov also specialises in growing and maintaining dedicated panels of specialist consumer and professional audiences.

YouGov has been acclaimed as the UK’s most accurate opinion pollster and dominates Britain’s media polling. YouGov is one of the most quoted agencies in Britain and has a well-documented and published track record illustrating the success of its survey methods and quality of its client service work.

For further information visit www.yougov.com