Mail in the fashion sector

The fashion sector is changing as rapidly as the styles on the catwalk. This 2010 MMC report provides an overview of the sector post credit crunch, where it's cool to be shopping-savvy and the growth of value retailers mean plenty of clothes are available at rock-bottom prices.  

Using up to date Nielsen, Mintel, TGI, and Billetts data, the report looks at media spend, purchasing channels, direct mail targeting and response rates in the fashion sector, and profiles fashion consumers by gender, age and socio-economic group. 

It also details trends in the purchase of designer wear and the best channels for reaching fashion-conscious consumers:

• Heavy users of the cinema and the internet are the most likely to wear designer clothing. They are also high responders to direct mail and heavy consumers of magazines. 

• The youth audience are high spenders on fashion, yet 16-34 year-olds are under-mailed – receiving only 8% of fashion direct mail.

• Direct mail’s share of media spend has risen to 4.4% of all media over the period January-December 2009 from 3.1% April 2008 to December 2009.

• ABC1s are targeted by 55% of fashion mailings.