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Few Hate Shopping For Clothes, but Love of It Varies By Country

To some, brands matter in clothes shopping, but to many, good brand names equal quality

Harris Poll Logo. (PRNewsFoto/Harris Interactive) (PRNewsFoto/)

News provided by

Harris Interactive

Jun 24, 2011, 06:04 ET

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NEW YORK, June 24, 2011 /PRNewswire/ -- There are some people who just love to go clothes shopping. Then there are others who only do so when the clothes they currently own are literally wearing out and need to be replaced. Depending on where in the world one lives, there is a penchant for loving or hating shopping for clothes. In the U.S., there is a clear divide as 39% say they like shopping for clothes, and three in ten each say they neither like nor dislike it (30%) and dislike it (30%).

(Logo: http://photos.prnewswire.com/prnh/20100517/NY06256LOGO)

In other countries it is more clear and mostly in favor of shopping. Over nine in ten in India (92%) say they like shopping for clothes with over half (58%) saying they love it. Majorities in China (79%), Singapore (69%), Spain (60%), Italy (60%) and Great Britain (53%) all like clothes shopping as do just under half of Germans (47%). French adults are like Americans and a little divided on the issue with 38% liking it, 32% neither liking nor disliking clothes shopping and 30% disliking it.

These are some of the results of The Harris Poll conducted online by Harris Interactive among 9,222 adults in Singapore, Hong Kong, China and India (June 1 and 10, 2011), the U.S. (May 24 and 26, 2011) and Great Britain, France, Germany, Spain and Italy (May 25 and June 1, 2011).

Brand name importance in clothes purchases

In China and India, brand names are more important than in the rest of the countries surveyed. Almost three-quarters of adults in both India (74%) and China (72%) say brand names are important to them when purchasing clothes and fashion accessories. Around three-quarters of adults in Germany (78%), Great Britain (76%), France (75%), the U.S. (74%), Spain (72%), and Italy (72%) as well as two-thirds of adults in Singapore (64%) say brand names are not important to them when purchasing clothes or fashion accessories.

In China and India part of the importance of brand names may be because of perception of quality. Over nine in ten Chinese adults (92%) and 89% of Indian adults agree that good brand names provide better value due to quality. Although adults in other countries may place less importance on labels when shopping, they do agree that brand names provide better value due to quality—majorities of adults in Singapore (75%), the U.S. (65%), Italy (63%), and France (53%) as well as just under half of Britons (48%) and Germans (47%) say so.

Last purchases

When it comes to making clothing purchases two in five adults in India (44%) and China (42%) made a purchase in the last week, while one-third of those in Great Britain (33%) and Singapore (32%) and three in ten in Germany (31%), Italy (29%) and Spain (28%) as well as one-quarter of Americans (26%) made their last purchase more than a week ago but in the past month. Three in ten French adults (29%) made their last clothing purchase more than a month ago, but less than three months ago.

Looking at why the last clothing purchases were made, reasons vary. Half of Italians (49%) and Spaniards (49%), two in five Germans (43%) and French (41%) and just over one-third of Americans (36%) and Britons (34%) say their most recent acquisition was a necessary purchase. Two in five adults in Singapore (41%) and China (40%) made their last purchase because they were just browsing and the item caught their eye while one-quarter of Indians (25%) say they made their recent purchase for a specific occasion.

So What?

In some countries, like China and India, when marketing clothes it is important to highlight the brand names but in other countries, that does not seem to be as important to purchasing decisions. What is important in 8 of the 9 countries surveyed is an emphasis on classics rather than trendy.  In every country but Spain, majorities agree with the statement "I tend to purchase classics versus trends." As these countries are still coming out of the economic downturn, each at their own pace, clothing manufacturers should keep this in mind as they roll out new lines.

TABLE 1

FEELINGS REGARDING SHOPPING FOR CLOTHING

"We would now like to talk about your shopping habits.  Which of the following statements best describes how much you like or dislike shopping for clothes?"

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy

%

%

%

%

%

%

%

%

%

Likes shopping for clothes (NET)

39

79

92

69

53

38

47

60

60

    I love shopping for clothes.

14

32

58

26

26

11

14

22

15

    I like shopping for clothes.

26

46

34

43

27

27

32

38

45

I neither like nor dislike shopping for clothes.

30

19

8

30

24

32

33

29

25

Dislikes shopping for clothes (NET)

30

3

1

1

23

30

20

12

14

    I dislike shopping for clothes.

19

2

-

1

14

20

15

10

11

    I hate shopping for clothes.

12

1

1

-

9

9

5

2

3


Note: Percentages may not add up to 100% due to rounding


TABLE 2

IMPORTANCE OF BRAND NAMES

"How important are brand names to you, if at all, when purchasing clothes and fashion accessories?"

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy

%

%

%

%

%

%

%

%

%

Important (NET)

26

72

74

36

24

26

22

29

28

    Very important

4

19

23

4

7

3

3

2

2

    Important

21

53

51

32

17

22

19

26

26

Not important (NET)

74

28

26

64

76

75

78

72

72

    Not that important

48

24

21

54

41

49

49

50

51

    Not at all important

27

4

5

10

35

26

29

22

21


Note: Percentages may not add up to 100% due to rounding


TABLE 3

LAST MADE A CLOTHING PURCHASE

"When did you last make a clothing purchase yourself?"

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy

%

%

%

%

%

%

%

%

%

Within the last month (NET)

45

78

80

57

63

50

52

53

52

    In the last week

18

42

44

25

30

23

21

25

23

    More than a week ago but in the last month

26

36

36

32

33

28

31

28

29

A month or more ago (NET)

55

22

20

43

37

50

47

47

48

    More than a month ago but less than three months ago

25

15

13

25

21

29

24

27

26

    More than three months ago

31

7

7

18

16

21

23

20

22


Note: Percentages may not add up to 100% due to rounding


TABLE 4

TYPE OF RECENT CLOTHING PURCHASE

"Thinking about your most recent clothing purchases, which one of the following best describes the main reason you made those purchases?"

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy

%

%

%

%

%

%

%

%

%

It was a necessary purchase.

36

19

23

21

34

41

43

49

49

It was on sale and I couldn't resist the bargain.

20

15

10

20

16

20

11

13

14

I was just browsing and it caught my eye.

19

40

22

41

23

22

27

23

24

It was for a specific occasion.

15

9

25

11

18

10

11

10

7

It was the latest trend; I absolutely had to have it.

2

17

18

4

3

2

2

1

2

Another reason

9

1

2

3

5

5

7

4

3


Note: Percentages may not add up to 100% due to rounding


TABLE 5

AGREEMENT ABOUT STATEMENTS

"To what extent do you agree or disagree with each of the following statements?"

Summary for those who agree (Strongly agree + somewhat agree)

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy

%

%

%

%

%

%

%

%

%

I tend to purchase classics versus trends.

74

71

70

53

58

60

57

40

57

I love to get a bargain, even if it's not a brand name as long as it's trendy.

66

39

72

77

68

44

63

65

64

I believe good brand names provide better value due to quality.

65

92

89

75

48

53

47

41

63

I need my fashion to be branded.

16

67

77

30

23

17

16

27

24

I like to be the first of my friends to have the latest trend.

16

63

63

24

23

9

13

21

13

I keep up with the latest collections announced by fashion houses.

15

63

66

30

22

15

14

24

29


TABLE 6

IMPORTANCE OF BRAND NAMES FOR VARIOUS ITEMS

"How important are brand names to you, if at all, when purchasing each of the following types of clothes?"

Summary for those who said it is important (Very important + Important)

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy


%

%

%

%

%

%

%

%

%

Shoes

46

85

85

61

36

43

42

47

61

Jeans

41

70

77

46

32

36

38

40

40

Cosmetics/Fragrances

39

80

83

64

46

61

41

48

61

Watches

34

83

87

69

38

40

35

46

59

Lingerie/Underwear

29

61

76

39

28

33

21

35

34

Casual wear

27

70

63

37

29

22

28

31

30

Formal wear

27

85

79

60

31

39

23

40

43

Sunglasses

22

65

77

47

27

39

23

52

60

Bags

20

75

66

49

25

22

17

23

32

Jewelry

20

79

70

51

24

22

19

25

31


TABLE 7

BRANDED ITEMS ON SALE

"If you were to get a branded item on sale, which one of the following would you be more likely to do?"

Base: All adults


United

States

China

India

Singapore

Great Britain

France

Germany

Spain

Italy

%

%

%

%

%

%

%

%

%

I would be more likely to tell my friends about the great deal I got.

89

89

90

88

84

92

83

87

88

I would be more likely not to tell my friends and let them believe I paid full price.

11

11

10

12

16

8

17

13

12


Note: Percentages may not add up to 100% due to rounding


Methodology

This Harris Poll was conducted online within the United States (from May 24 to 26), Singapore, Hong Kong, India and China (from June 1 to 10, 2011) and Great Britain, France, Germany, Spain and Italy (from May 25 to June 1, 2011) among 9,222 adults (aged 18 and over). The number of people surveyed in each country is as follows:


Country

People surveyed

China

500

India

500

Singapore

300

United States

 2,309

Great Britain

1,293

France

1,179

Germany

1,058

Spain

1,019

Italy

1,064


Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

The Harris Poll® #77, June 24, 2011

By Regina A. Corso, SVP, Harris Poll, Public Relations and Youth and Education Research, Harris Interactive

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what's next. For more information, please visit www.harrisinteractive.com or contact [email protected].

Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
[email protected]

SOURCE Harris Interactive

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