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Shopper Research Aim, Logistics And Methodology

Shopper Research Aim, Logistics And Methodology. To identify opportunities for the General Pants Group by understanding broad consumer attitudes and behaviours toward retail fashion shopping and retail fashion brands. Stage 1 - Shopper Context -. Stage 2 - Shopper Opinions & Behaviour -.

griffin-townsend
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Shopper Research Aim, Logistics And Methodology

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  1. Shopper Research Aim, Logistics And Methodology To identify opportunities for the General Pants Group by understanding broad consumer attitudes and behaviours toward retail fashion shopping and retail fashion brands Stage 1- Shopper Context - Stage 2- Shopper Opinions & Behaviour - Stage 3- Size & Value Of Shoppers - Omnibus Interviews • n=1000 participants: • 16-64 year olds • which stores do people visit frequently? • who are our customers? • how often do they visit our stores? Qualitative Research • 12 group discussions: • 15-45 year olds • mix male and female • mix regular/occasional shopper • Sydney and Melbourne • what do they buy and why? • what do they think of GP/SDS/JS? • what do they want from their shopping experience? Quantitative Research • n=900 online surveys: • 15-45 year olds • Sydney, Melbourne, Adelaide • representative of the Australian population all with access to one of our brands • an additional n=163 ‘Our People’ members • how much do they spend with us and in fashion shopping? • what are the things to improve to make them spend more?

  2. Princes* Individualists Chasers Average Jo’s Male Segment Summary • 7% • 15% • 21% • 43% Size (% of men) • high involvement, effort & desire for recognition • importance of brand & cautious choices • Low price sensitivity • High involvement and desire to stand out • Confident • On the lookout for a bargain • Fashion important & make a lot of effort • But not confident, looking for help • Brand v. important • Feeling a bit out of touch • But not negative • Find shopping stressful Defined by... • Young, dependent • But high spend on fashion • 25-34s, pre-family • Good income and fairly high spend on fashion • Young, Pre-co-habitation • Good incomes • Spread of ages • Average incomes Profile • V heavy consumption • Love big brands • Less mainstream media • Quirky brands • V mainstream • ‘Blokey’ brands • Mainstream media • Less web usage Media/Brands • Shop 9x a month • V large store repertoire • Most frequent GP visitors • Shop 5x a month • ‘Street’ stores, dept stores, Cotton On, Esprit, Marcs • Fairly frequent SDS/JS visitors • Shop 2x a month • City Beach, DJs, Just Jeans, Tarocash • Fairly frequent SDS/JS visitors • 2x a month • Few standout brands • Average GP/SDS/JS visit frequency Shopping Behaviour • The right brands, displayed well, all under one roof & with helpful, knowledgeable staff! • Quality clothes and an enjoyable experience • Feeling comfortable, reassured and inspired by well-known brands • Happy to go it alone, but would appreciate efforts to keep shopping painless Store Demands

  3. Size (% of women) • 17% • 18% • 42% Princesses** Individualists** Average Jo’s* Female Segment Summary • High involvement, effort & desire for recognition • Importance of brand & cautious choices • Low price sensitivity though like a bargain • High involvement but a desire to stand out • Confident, not reliant on brands • Price/value conscious • Feeling a bit out of touch • Less concerned about brand • Stick to known brands and what partner likes Defined by... • Young, dependent though some part-time work • High spend on fashion • 25-34, lower income driving price consciousness • But high % of income goes on fashion • Older (35+) in family lifestage • Part-time worker or ‘housewife’ • Average incomes Profile • V. heavy consumption • Pretty mainstream • Love big/aspirational brands • Slightly less mainstream, though like gossip mags • Like quirky brands • Mainstream choices • Less web interest Media/Brands • Shop 8x a month • Large repertoire of stores • Most frequent female visitors to our brands • Shop 5x a month • Favour value fashion brands & Myer • Shop 4x a month • Fairly good usage of non-value fashion brands Shopping Behaviour • The right brands, displayed to give me inspiration • An enjoyable experience with VFM • Good quality, not necessarily lowest price Store Demands Largely fashion princesses (43%), young, living with parents. Shop 7x a month on average and spend $908 p.a. at GP, 27% of their total wallet

  4. Shopper Population (n=900) GP(n=358) SDS(n=184) JS(n=181) M M M M 18% Princes 12% 16% 18% F F F F Princesses M M 16% M 14% M F 14% Individualists - Male F 19% F 10% F M 8% M M Individualists - Female 12% 10% M Chasers - Male M M M M Average Jo’s - Male 31% 43% 45% 51% 39% Average Jo’s - Female F F F Rejectors - Male F M Rejectors - Female M M 19% 14% 13% M F 10% F F F Half Of General Pants’ Customers come From The Highly Involved Segments.Fashion Princes and Princesses shop more widely than any other group, so over-index in all our brands. We must not ignore ‘Average Jo’s’ - particularly in SDS. Segment Visitation Analysis

  5. Princes Princesses Individualists - Male Individualists - Female Chasers - Male Average Jo’s- Male Average Jo’s- Female Rejectors - Male Rejectors - Female Princes And Princesses Account For 3 Out Of Every 10 Visits To GP, & Almost $4 Out Of Every $10 Spent.Males account for six in ten visits and 60% of spend. Room to boost female visit frequency and spend. Segment Share of Spend for GP General Pants - Segment Presence GP Visitors Share Of Total $ In GP Share of GP Visits GP Visitors Av. Yrly GP spend Visits per yr M M M M 31 $502 F F F 18 M M F $586 F F 15 M $354 8 M M F M $155 14 M F M M $211 M M 15 $250 M F F 8 $171 F M M F 7 M $270 F F F 6 M $139 F Total Male = 51% Total Female = 49% Total Male = 61% Total Female = 39% Total Male = 51% Total Female = 49% Total Male = 61% Total Female = 39% Base: Visitors to each store

  6. Princes Princesses Individualists - Male Chasers - Male Average Jo’s - Male Average Jo’s - Female Rejectors - Male Rejectors - Female Average Jo’s Remain The Largest Group In Our Surf Stores, In Terms Of Share Of Visits And SpendHowever, our Individualists and Chasers are also important due to their spend levels in our stores. Segment Share of Spend for Surf SDS/JS - Segment Presence SDS/JS Visitors Share of SDS/JS Visits SDS/JS Visitors Share Of Total $ In SDS/JS Av. Yrly SDS/JS spend Visits per yr $171 M M M 19 M F F F $155 F 16 M M M $385 25 F F M $317 11 F M M F $280 25 M M M M F $160 M 9 F F F M 10 $182 M M 5 $70 M F F 4 M F $102 F Total Male = 50% Total Female = 50% Total Male = 58% Total Female = 42% Total Male = 50% Total Female = 50% Total Male = 57% Total Female = 43% Base: Visitors to each store

  7. General Pants SDS JS Our Street And Surf Brands Are Meeting Different Occasion Needs.Jetty Surf seems to be stronger on ‘casual daytime’ than SDS. Purchase Occasion Analysis Store Usage - Occasionality Average Of All Listed Stores % % % Casual daytime Evening/weekend casual Going out Beach Work Holiday Sports Wedding/races etc. Other 74 34 28 13 9 11 3 0 3 55 19 11 53 5 18 18 2 3 70 23 10 48 4 25 19 1 3 Base: Visitors to each store

  8. SDS JS GS Our Street And Surf Brands Have Limited Overlap On The Key Categories.Jetty Surf seems to have a broader category profile than SDS. Purchase Category Analysis Store Usage - Categories Average Of All Listed Stores % % % T-shirts Jeans Shorts Casual Pants Singlets Shoes Thongs/sandals Collared Ts/Polos Boardies Jackets Sweaters/jumpers Skirts Smart Pants Bags Hoodies Hats Going out women's tops Sneakers Dresses Swimwear Collared going out shirts Sunglasses Jewellery Collared work shirts Other accessories Other clothes 47 60 23 32 19 20 23 14 13 14 15 10 11 12 16 13 8 15 6 5 12 11 6 1 2 1 51 19 34 11 21 14 35 12 44 13 17 12 1 15 14 27 4 12 3 34 7 23 5 1 1 1 62 21 46 22 26 20 39 17 42 15 23 15 6 20 28 33 8 18 9 34 6 27 9 2 2 1 • Jeans, pants, shoes • Shorts, thongs, boardies, hats, swimmers & sunglasses • As SDS plus singlets, shoes, sweaters, bags, hoodies, Base: Visitors to each store

  9. Some common actions, but the detail differs by brand. 5 Key Actions To Discuss • Consider expanding occasion suitability for our brands • Consider expanding the categories we’re famous for • Improve perceptions of uniqueness • Focus on instore environment, partic. space & organisation • Focus on communicating VFM • A bigger share of wallet from high spending Princes & Princesses • Get loyalty from the Chasers • Don’t ignore the Average Jo’s • Improve visitation across the board, but partic. women and male Average Jo’s • Improve share of wallet from Male Individualists & Chasers • Improve visitation across the board • Improve share of wallet from Male Individualists & Chasers Key Segments

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