Quarter of British shoppers get their fashion fixes at top supermarkets, research shows

Asda's George autumn campaign

Asda’s George autumn campaign

A quarter of British shoppers are now turning to supermarket fashion brands such as Tesco’s F&F, Asda’s George and Sainsbury’s TU, according to research by marketing expert Tradedoubler.

Increasing quality, competitive pricing and easy to use online services are now positioning supermarkets as a viable threat to fashion retailers on the high street, Tradedoubler claims. 

High street stores also have to compete against the growing threat of what Tradedoubler is calling ’retail store abandonment’.  Its research shows 70% of connected shoppers use their mobiles to research the best possible price, driving 55% to abandon the store they are in to either buy at an alternative outlet or go online to buy (60%).

Dan Cohen, regional director at Tradedoubler, said: “Our latest research could be seen as a cause for major concern for Britain’s high street fashion outlets, but now’s not the time to panic. Fashion followers need to be given what they really want: great value, expert advice and easy to use online and mobile services. Fashion retailers must provide consumers with a reason to visit every week, just as they do in the best supermarkets.

“Across Europe over £22bn is spent purchasing fashion online and 69% of shoppers are turning to fashion websites and blogs for inspiration and advice on what to wear. So, it’s only by implementing an effective multi-channel approach via blogs, social media, email marketing, microsites and a strong presence on affiliate platforms to support their high street presence that fashion stores are going to be able to compete with the fast turnaround, high value and quality that the supermarkets now provide.”