Consumer Behavior in UK Female Fashion Sector

UK Female fashion

Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Consumer insight report on current macro influences on consumer behaviour in UK female
fashion sector...............................................................................................................................3
PART 2............................................................................................................................................6
A consumer insight report on current micro impact on consumer behaviour in UK female
fashion sector..............................................................................................................................6
PART 3............................................................................................................................................8
Implications for shoppers marketing in UK female fashion sector.............................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
In current market, fashion industry is one of the fastest growing sector all over the world.
The buying behaviour and decisions of consumers are influenced by various macro and micro
environmental factors that needs to be considered by the organisations that deals in female
fashion industry (Cano, 2016). The taste and preferences of female consumers are changing very
frequently and they demand for different styles and designs of clothes. This report is based on
Female fashion industry of United Kingdom which plays significant role in economy of country.
The major reason behind increasing demand of clothing is increased awareness and growing
population of UK. This report covers macro and micro influences on behaviour of consumer in
female fashion sector of United Kingdom. At last, implications for shoppers marketing in UK
female fashion industry is included in report.
PART 1
Consumer insight report on current macro influences on consumer behaviour in UK female
fashion sector
In United Kingdom, the clothing market has been developing steadily over last few years.
In year 2019, it is expecting to set value of market at 63.6 billion euros. There has also been seen
that the annual expenditure on clothing is gradually increase and reaching to 58.3 billion pounds.
For UK clothing sector has always been a big market. The wool trade is accounted for around 80
percent of exports from Britain Isles. The fashion industry of United kingdom is now worth 26
billion pounds and around 8 lakh jobs it provide to economy which makes it the largest creative
industry of UK. In fashion education the country is the world's leader with six of the twenty
leading fashion universities (Dennison and Montecchi, 2017). In business environment, various
macro factors are exist that influence the buying behavior and decisions of consumers. The
macro influences on buying behavior in United Kingdom’s female fashion industry can be
understand by below mentioned points:
The women's clothing market in UK grew by 3.2% in year 2017 in order to reach a
fashionable 28.4 billion pounds as the females of country are constantly to prioritize spending on

clothes. It is forecast that the women wears sales will grow by 14 percent in between year 2018
to 2022 in order to reach 33.5 billion pounds (10 Women’s Fashion Highlights To Celebrate
London Fashion Week). According to research, around 7 in 10 female agree that purchasing
timeless fashion products saves money. Young fashion conscious women who are aged between
16 to 34 years are driving sales of jeans. Customers are now demands more and wants from
the companies to be much representative in campaigns.
Consumer buying behavior changes very frequently which makes is essential for fashion
industry organizations to offer right products and services to customers at appropriate time by
using relevant channels that generates value, minimize cost and maximize customer value.
Today, the main issue that organisations in female fashion industry are facing is adoption of
appropriate strategies towards consumer experience. Companies requires to adopt radical
paradigms which will ensure offering exceptional products and services to market. The trends
of consumers are changing and they demand an spontaneous multidimensional communication
channels (Shaw, Dibeehi and Walden, 2010). Changes in tax rates on clothing influence the
buying decision of customers as if the tax rates are high, female consumers prefers less to buy
those clothes. The uncertainty level in female fashion industry is high if the geo political
instability level is high (Dungay, 2016).
In global economy, fashion industry is considered as one of the key sector in terms of gross
domestic product. Since recession, the volatility in United kingdom market had high influence on
it. Employment situation has grown better with the recession gone. The buying power of con-
sumers has increased. However, high inflation rate in United kingdom lowest down the shopping
power of customers and influence negatively on their buying behavior.
Sociocultural factors factor plays crucial role in growth and development of female
fashion industry. In last some years, many social changes have occurred that influence the
demand of female fashion clothing. The prime target of fashion marketers is millennial
generation now and their preferences are distinct from previous generations. Numerous changes
in socio cultural level have influence the buying behaviour of customers, their purchase decisions
and the brands they prefer to buy. The social norms, cultures and family values impacts on
buying behavior of customers in female fashion sector. Women choose their clothes as per their
customs. Family members of an individual plays crucial role in influencing their buying
behavior. As the needs and preferences of female consumers are changing constantly, this