More than half the nation's wardrobes harbour clothes from M&S
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.”
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