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Fashion Segments

Experian's fashion consumer behaviour analysis and classification

What is Fashion Segments?

The UK fashion market is highly dynamic. It is market and brand driven, with a wide diversity of individual perceptions and attitudes towards brands and trends. Fashion Segments, a person-level classification, takes account of this diversity to give retailers and manufacturers an insight into their customers and the wider marketplace. Our fashion market analysis describes attitudes towards fashion and brands and consumer behaviour related to types of clothes, stores visited and the frequency, value and purpose of shopping trips.

How can fashion behaviour segmentation help you?

Fashion Segments ensures that you understand your customers and prospects and helps you recruit new customers through targeted, personal communications. Our marketing database also supports network planning, helping you to identify the best locations for clothing stores through quantifying the size of the market in which you compete, benchmarking your performance and assessing the potential of different retail centres.

  • Fashion Segments has been developed in association with Taylor Nelson Sofres' Worldpanel Fashion market research, ensuring that it keeps pace with trends in consumer behaviour in relation to fashion segments and brands.
  • Every adult in the UK is classified into one of 35 fashion segments, divided by gender.
  • Each individual is given a gender-specific code, which is unlikely to be the same as that of neighbours or other household members. Crucially, the reason people go shopping and the types of clothes they buy are not necessarily linked to where they live and who they live with.

Consumer Behaviour in Fashion Industry

Fashion Segments is a person-level classification of fashion consumer behaviour and purchasing behaviour.
Experian and Taylor Nelson Sofres’ (TNS) Worldpanel Fashion have joined forces to develop the latest version of Fashion Segments, a fashion customer database. Through fashion customer profiling, it places every adult in the UK into one of 35 different categories, divided by gender, and is specifically designed for the fashion retail market.

These categories are based on the likelihood of consumers having different attitudes towards fashion and displaying varying consumer behaviour. For example, our fashion market segmentation identifies consumers who are likely to follow the latest trends, those ambivalent towards fashion and those who prefer mainstream rather than aspirational brands.

Who is Worldpanel Fashion and how does it relate to consumer behaviour?

Worldpanel Fashion is part of TNS. It employs a demographically representative panel of UK consumers and provides detailed insight into their purchasing behaviour and attitudes, providing retailers, manufacturers and marketing agencies with detailed knowledge to identify fashion business opportunities and position their products more effectively in the clothing, footwear and fashion accessories market.

Fashion behaviour segmentation

Fashion Segments, a fashion behaviour segmentation product, classifies every adult in the United Kingdom based upon his or her attitudes and behaviour toward shopping. It links qualitative information on fashion shopping motivations and attitudes with quantitative information on shopping behaviour and overall demographics to provide a unique insight into consumers within the fashion industry.

The Segments classify all adults into 20 female types and 15 male types. These comprehensively describe and provide market segmentation analysis on their typical attitudes towards fashion and brands, and their typical behaviour towards types of clothes they purchase, stores they visit and frequency, value and purpose of shopping trips. Key socio-economic and demographic characteristics are also provided by fashion market segmentation.

Fashion Segments was created with data from TNS Worldpanel Fashion (formerly TNS FashionTrak). TNS Worldpanel Fashion is a division of market information group TNS. TNS Worldpanel Fashion monitors the clothing, footwear and accessories purchasing trends of 15,000 demographically representative British individuals. It provides detailed insight and fashion market analysis into their purchasing behaviour and attitudes, providing retailers, manufacturers and marketing agencies with detailed knowledge to position their products more effectively in the clothing, footwear and fashion accessories market.

Female Consumer Segments

Fashion market segmentation research has classified females into 20 different fashion segment types. An example of one type description, Group A Type 1 Individual Urban Trend, can be found below:

Female Fashion Consumer Segment: Individual Urban Trend Description

Individual Urban Trend are young British women who are confident in their style, and who like to express themselves in the clothes that they wear. They are well aware of fashion trends but shop to suit their own individuality rather than relying entirely on the dictates of the season. Their wardrobe is an extension on their personality.

Overall, their spending is a little above average for women. They tend towards the mid-range priced items -- they may occasionally splash out on an expensive label but are definitely not bargain shoppers. They do not buy a huge number of items, relying on buying key items for their look that they are confident in.

They like to shop at fascia with an urban-chic style preferring shops such as Gap or Hennes (H&M) that they feel reflect their individual style. They are also more likely to visit smaller independent stores to find clothes that will make them stand out from the crowd and reflect their individualism. Less formal clothes such as boots and jeans are favourites.

A typical shopping trip will consist of a wander around the clothing shops close to their work place, where a one special item or a fewer smaller items are bought. They will also make use of online shopping, perhaps from Next Directory, in their search for the perfect item to compliment their style.

Although they have credit cards and use them, they do not usually need to rely on credit to fund their clothes spending and will often use a debit card instead.

Individual Urban Trend are usually aged under 35, are sharing their homes with friends or partners and live in flats in upmarket urban areas.

Male Consumer Segments

Fashion market segmentation research has classified males into 15 different fashion segment types. An example of one type description, Group A Type 1 Youthful Aspiration, can be found below:

Male Fashion Consumer Segment: Youthful Aspiration Description

Youthful Aspiration try to keep up with fashion as they want to retain their sense of youth but they do not have much money to spend on clothes. They buy a higher number of lower priced goods so that they have a varied wardrobe that has not cost them too much.

They enjoy shopping for clothes, tending to buy when they see something they like, rather than going out with a specific shopping list. They want to follow fashion and buy trendy clothing and will also be experimental to a certain extent. They consider themselves more interested in fashion than people around them, but find it difficult to get fashionable clothing at a price that they can afford.

Price is an important factor when they are out shopping. They will shop around to compare prices and are unlikely to splash out on something that is beyond their budget. They like discounts and sales as they are keen to make their money go further. Quality is not a high priority -- they are very unlikely to pay more to get better quality. Purchases are mostly made with cash.

They are very unlikely to spend any money on the women in their lives but they do buy things for their children sometimes.

These men tend to be aged between 36 and 45 and are not in traditional family households (they are cohabiting, living alone or sharing). A proportion has moved in recent years and a number may not be living with their children. They live in low-value flats or houses.

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