How much Polish people spend on clothes and accessories, report of GFK Polonia tells.



For clothes, shoes and underwear Poles spend an average of more than 2200 PLN - results of the report "Polak ubrany 2014"

More than half of this amount, i.e. 1300 PLN, is expenditure on clothing, 700 PLN the respondents spend on shoes, and 500 PLN on sportswear.


Clothing, underwear, and footwear are most often bought in shopping malls and mono-branded online stores of popular brands. This way usually buys 65 and 61 percent of respondents. On the other hand, the areas where the least frequent purchases are made are hypermarkets (8 percent of declarations), discount stores and mail houses (3 percent of respondents).

The most popular shopping places for clothing and footwear on the Internet are auctions (63 percent), mono-branded retailers (43 percent) and various brands (33 percent). Regarding the frequency of purchases, 80% of respondents declared that during the last 12 months they used this distribution channel for the purchase of clothing and 58% for shoes.


The Internet is also the most important source of information about fashion. 54 percent of respondents pointed out the net as the place where they most often looking for information about fashion. We are also inspired by watching shop shows (47%) and conversations with friends (43%).


Social networking sites were twice popular as other internet sources. Almost half of the respondents admit that they read fashion blogs e.g. Kasia Tusk blog, which is the most popular fashion blog on the Polish Internet, reads 16 percent of them. Other blogs listed by at least 4 percent of the respondents are i.e. Maffashion, Jessica Mercedes, Fashionelka, Alicepoint, Macademian girl, and Maddinka.


As part of the report "Polak ubrany 2014" the knowledge about Polish fashion designers was examined. The most recognizable brands are: Ewa Minge (68%), Paprocki & Brzozowski (54%) and Maciej Zień (52%)


The report used the unique GfK ConX Experience Score methodology and the GfK CBR Consumer Brand. Relationship measuring the quality of experiences and impressions that build a specific consumer contact with selected fashion brands. According to the report, the most valuable contacts with consumers made, H & M, Reserved and Zara. They have done it mainly through online and stationary stores, branded websites and magazines.


As far as sports brands are concerned, Nike has built the most valuable contacts through the Internet (online shop, brand website, and online information). The most valuable contacts among the footwear brands were the websites of brands and online stores, and the most appreciated were the contacts with the brands CCC, Deichmann and Lasocki.


Information about the test. Sample N = 1000 inhabitants of cities over 100 thousand, aged 15-49. The sample structure reflects the distribution, sex, age and size of the residence in the target sample. Interviews were conducted by the CAWI method.

More than half of this amount, i.e. 1300 PLN, is expenditure on clothing, 700 PLN the respondents spend on shoes, and 500 PLN on sportswear. Clothing, underwear, and footwear are most often bought in shopping malls and mono-branded online stores of popular brands. This way usually buys 65 and 61 percent of respondents. On the other hand, the areas where the least frequent purchases are made are hypermarkets (8 percent of declarations), discount stores and mail houses (3 percent of respondents).

#fashion #socialmedia #marketing

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