FASHION & ACCESSORIES: M1ND-SET The in-store experience really does matter


According to m1nd-set’s Business 1ntelligence Service (B1S) nearly 70% of travellers purchase fashion & accessories items in duty free because of the experience they receive in the store. Charlotte Turner presents this exclusive data on the fashion & accessories category provided by m1nd-set.


P


July 2017 20


YEARS 1997-2017


erhaps unsurprisingly value for money is still the number one reason why travellers make


fashion & accessories purchases in duty free, however almost 70% (68.7%) make purchases in this category because of the customer experience in store. Interestingly 61.3% purchase F&A


products because they have found something exclusive or different and 37.9% buy for convenience. Nearly 40% also said that one of


the main obstacles to purchase was a lack of motivating promotions/ sales, whilst 35.9% said that they did not buy in the past because prices were higher than they were in their home country. When m1nd-set dissected the


results of its fashion & accessories survey by age group, including millennials (18-35), middle-aged (35- 55) and senior (55+) it discovered that the younger the traveller,


the more likely they were to purchase for themselves. The eldest respondents were the least likely to purchase for themselves and were the most generous when it came to gifting F&A items. Millennial


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represented the highest percentage of online shoppers with 23.2% making F&A purchases at home before their journey. Overwhelmingly travellers in the senior category were most likely to spend in the store after looking around (51.4%). Although the popularity of online shopping is certainly growing, overall were


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(36.1%), rather than before leaving thAlso inside


course this once


e airport, on the way or in the airport outside of the store. Of


travellers also


homes for the airport. From the data provided, millennials would certainly take advantage of these pre-ordering services if they were more actively promoted and easier to use. «


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Fashion &


Accessories sales top $9.13bn in 2016


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TRBusiness & m1nd-set Service boosts Survey Methodology


most purcGhausess in thtais categorvo Fyagundes made actually


again


CITY PLUS | SAMICK | DOOTA DUTY FREE | ASUTIL 2017 REVIEW | M1ND-SET | DESIGUAL PAUL & SHARK | COACH | FURLA | DIESEL | MAUI JIM | SWISS EYEWEAR GROUP | MARCOLIN SCORPIO WORLDWIDE | LUXOTTICA | WILLIAM GRANT | PEOPLE NEWS | NOW & THEN


highlights the huge potential to grow duty free sales if travellers can be targeted prior to leaving their


• 1,500 respondents • Participants of this survey were recruited using m1nd-set’s unique database of international travellers. • Nationals and Residents from all continents who travelled internationally in the last three months. • The data was extracted from m1nd-set’s Business 1ntelligence Service (B1S). • Fieldwork: Q1-Q2, 2017


Interestingly 61.3% purchase F&A products because they have found something exclusive or different and 37.9% buy for convenience.


Main reasons for buying Fashion & Accessories in Travel Retail & Duty Free Demographic


Millenials 82.5% Middle-Aged 68.7% Senior


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62.4% 61.3% 37.9% 32.2%


www.trbusiness.com/subscriptions 12.7%


22.9% 20.9%


Age Group 18-25 25-35 35-45 45-55 55-65 >65


61.5% 59.9% 59.3% 58.3% 53.6% 41.5%


21.9% 27.6% 32.0% 34.3% 40.6% 54.7%


Share 9.5% 7.8% 6.8% 2.7% 2.1% 3.8%


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JULY 2017


TRBUSINESS 31


Stock-up Staff


Prescription Travel


Convenience


Exclusive/ Different


Suitability for specific purpose


Experience in the store


Value


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