Consumer insights – direct mail and fashion

As London Fashion Week opens, this report takes a look at the state of the UK fashion industry and reveals how fashion retailers can use direct mail to drive sales.

This 2011 report rounds up the latest research from Mintel, Nielsen, Billets, Royal Mail Consumer Panel, TGI and BMRB.

Key findings include:

 *Direct mail is the most effective channel for reaching adults interested in reading about fashion.  They're 43% more likely than the average UK adult to be a heavy consumer of direct mail.

*Fashion lovers are 44% more likely than the average UK consumer to like receiving catalogues and 83% say they open all their post.

*They're bargain hunters too - 81% like money-off vouchers, special offers and coupons.

*Nearly 8 million fashion-conscious adults brought or ordered something in response to direct mail during 2009/10.