FashionLife Newsletter
Consumers return to traditional high street but online sales continue to grow
Q4 sales in 2011 followed the trend of the first three quarters of the year, volumes were down compared to previous periods the year before, but value was up. Average sale prices fell in December, as they do every December, to £89 but this was up from £75 in 2010. This then, is a significant increase in the average spend price. With 6.6% less units being sold in 2011 the consumer has undoubtedly tightened their belt. Bearing this in mind then, what is interesting is the performance of the Internet as a retail channel.
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Department Stores drive suitcase sales
Total Luggage is a category that has experienced growth throughout 2011, despite the tough economic climate and low consumer confidence. Although at a total level the luggage category is being grown by IT product accessories such as tablet PC cases, the other category that has seen growth is suitcases. The overall trend for suitcases this year has been volumes down and value up. The retail channel that has bucked this trend is the Department store/Mail Order channel.
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Buoyant luxury sectors boost overall market sales
Quarter 3 of 2011 has produced some interesting sales trends within the luxury markets that GfK Retail and Technology track. Two markets with luxury sectors are Luggage and Watches and the luxury end of these two markets have produced sales that buck general retail trends.
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Consumers look for longevity in the bedding market
Within the total bedding market GfK are continuing to track an increase in the value. This quarter the units have declined by -6.1% but the value is up by +4.9%. The largest product areas for value are duvets and pillows and they are gaining value share, however the smaller product groups like mattress and pillow protectors are the only categories to be growing in both pure units and value for this quarter.
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Department stores take sales with own label products
The importance of branded products to a retailers product range are well established. Consumers respond to the generally higher priced branded products on sale for the perceived quality these products have and supportive marketing that surrounds them with the growth of brand ambassadors endorsing these high quality branded products to help drive sales.
Interesting then that the Department Stores in the UK are looking to increase in-store space, and therefore sales, for their Own Label products rather than with the key market brands.
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