Daily Research News Online no. 3259 - Who Buys What at M&S?

Who Buys What at M&S?

16-24
(n=259)
%

25-34
(n=418)
%

35-44
(n=414)
%

45-54
(n=364)
%

55-64
(n=286)
%

65+
(n=338)
%

No, Marks and Spencer clothing is for who are older than me

No, Marks and Spencer clothing is for people who are younger than me.

Base: All adults aged 16 and over

July 13 2004

With the battle for control of UK retailer Marks and Spencer raging this week, a new poll from HI Europe reveals that around three quarters of all Britons have shopped in the store in the last year. More than half have bought food, just over a third underwear and a similar proportion other clothes.

The survey also profiles the company's GB customer base by age, region and social group. Three in four Londoners (76%) have purchased food at Marks and Spencer, a significantly higher proportion than for any other region in Great Britain. Across GB the figure is 58%, while 38% bought clothes (excluding underwear), 35% underwear and 4% financial services products.

ABC1 social groups are - in accordance with the traditional image of the retailer - most likely to shop at Marks and Spencer: 88% in groups A and B have bought something there in the last year, and 81% of C1s. This compares with just under two-thirds of C2DEs (65%).

Among women, almost half have bought underwear (46%) and 40% have bought other clothes in the store. Among men this falls to only 23% for underwear and 35% for other clothes. More than half (58%) of the British say they do not like any of M&S' current fashion sub-brands, but among ABC1s the figure is only 45%. Some sub-brands are significantly more popular with specific segments - arguably a justification of their separateness - the up market Autograph line is most popular in London (10% compared to 6% nationally) and amongst women (9%) compared to men (4%).

In line with statements made this week, Brits aged 35 to 55 years are the biggest customer base - they are most likely to believe that the clothes sold in Marks and Spencer stores are suitable for their ages (73%). Nearly two-thirds (64%) of 16 to 24 year olds and half (51%) of 25 to 34 year olds think that M&S clothes are suitable for people older than themselves. Conversely, a fifth (19%) of 55 to 64 year olds and more than two-thirds (36%) of those aged 65 and over think that M&S clothes suit people younger than themselves.

'The age profile attracted to Marks and Spencer clothing brands are no doubt older than the company would like with a significant majority of the under 35s seemingly not attracted to the store's offerings. Per Una has made some headway with females in this group but men attracted to the Blue Harbour line are likely to be over 35', commented Tracy Thorne, business development director for retail at HI Europe.

'Which, of any, of the following have you bought in Marks and Spencer within the last year (either for yourself or as a gift)?'

	All Adults %	Male %	Female %
Food	58	54	61
Clothes (non underwear)	38	35	40
Underwear	35	23	46
Drink	31	30	32
Flowers	15	11	19
Accessories	15	9	21
Home-ware	14	10	17
Shoes	13	8	18
Financial services products	4	4	3
Other	6	5	8
None of these	25	31	20
Base: All adults aged 16 and over

Fashion Sub-Brand Preferences
'Which, if any, of the following ranges from Marks and Spencer do you like?'

	All Adults %	Male %	Female %
Blue Harbour	17	25	9
Per Una	14	3	25
Autograph	6	4	9
Per Una due	3	2	5
SP	2	4	1
None of These	58	61	55
Base: All adults aged 16 and over

Fashion Consciousness
'Do you think that the clothes sold in Marks and Spencer are suitable for your age group?'

HI Europe surveyed 2079 people aged 16+ in England, Scotland and Wales between 16 and 21 June 2004, split 50/50 between men and women, using its QuickQuery GB online omnibus service. Its web site is at www.hieurope.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.