Consumers prefer see-now-buy-now collections

Consumers shopping habits are changing, according to retail research agency Verdict’s latest clothing survey, which reveals that British shoppers are demanding items they can see now, buy now and wear now.

According to Verdict’s survey, 85.6 percent of UK clothing shoppers said that they like to buy clothing that they can wear straight away for the current weather, while 51.4 percent stated they do not like to buy clothing well in advance for the season ahead, such as buying summer clothing in March/April when retailers launch their new spring/summer collections.

Highlighting that traditional retail buying cycles are no longer in sync with the way consumers are liking to shop for clothes.

Verdict senior analyst Nivindya Sharma, said: “While unpredictable weather patterns have rendered seasonal drops obsolete, social media has shortened fashion cycles, and created a see now, buy now, wear now mentality while generating constant desire for new products.”

However, Verdict notes that the problem of weak sales isn’t down to the limited choice of clothing but more to do with the retailers’ marketing strategies, as 75.6 percent of the survey participants agreed that the majority of retailers do offer a wide variety of product, including trans-seasonal items.

“The problem of weak sales is not down to limited choice but is more to do with retailers’ marketing and merchandising strategies which have traditionally been aligned towards peak seasons. A quick glance at retailers’ current store propositions, which are showcasing new autumn/winter coats, fur, and jumpers while the weather remains relatively warm, highlights why this system is counterintuitive,” Sharma added.

Consumers shopping habits demand see-now-buy-now collections

This is currently being highlighted as the UK is enjoying one of its hottest, sunniest summers in recent years, major retailers are already showcasing autumn/winter collections, placing pieces including coats and jumpers in prominent positions in the store, over more currently needed summer clothing.

The report notes that to ensure sales are “less vulnerable to unpredictable weather” that retailers need to ensure that in-store and online merchandising is reflective of the current weather, and window displays showcase outfits that can be worn straight away, to draw shoppers in and drive impulse purchases.

Verdict highlights that high street retailer Zara is able to use its vertical supply chain to be weather-responsive through reactive product drops and frequent changes of the stores’ visual merchandising, while Superdry’s core offer is mostly made up of trans-seasonal and can be adapted to any season.

In addition, it adds that retailers should looks to promote trends rather than seasons, a practice used by online retailers Asos and Boohoo, as a way to drive sales.

The see-now-buy-now model has been a debate recently across luxury brands, pushed into the spotlight when Burberry announced it would be making its collections “seasonless” and in September it would be showcasing a buy-now collection as opposed to a traditional spring/summer collection.

Image: courtesy of Burberry