FASHION & ACCESSORIES REPORT


Footfall challenge for fashion stores, while staff could be key to success


While only 7% of international travellers visit fashion & accessories shops, 57% of those actually making purchases say they do interact with sales assistants – a much higher percentage than that recorded for shoppers in other categories, according to m1nd-set. Charlotte Turner presents the company’s latest consumer insights on shoppers in fashion & accessories.


Above: Retailers such as Lagardère have a huge challenge, but also a huge opportunity in duty free if they can address the current low footfall levels in duty free. Picture taken at Vienna Airport.


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t appears that fashion & accessories retailers and brands could certainly do more to


attract passengers into stores. As m1nd-set reveals, only 7% of all international travellers worldwide visit these stores in duty free & travel retail environments. According to research conducted


for 2019, around 38% of those that visit these stores actually end up purchasing something. What makes business even


harder to predict for fashion & accessories retailers and brands is that passengers interested in these


It appears that fashion & accessories retailers and brands could certainly do more to attract passengers into stores. As m1nd-set reveals, that only 7% of all international travellers worldwide visit these stores in duty free & travel retail environments.


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products are less likely to plan their visits than those who might be interested in beauty or alcohol, for example (28% vs 41% average for all duty free categories). However, while visits to these


shops are not always planned, interestingly the majority of purchases made in this category – almost 70% – are [planned]. “Even if the majority of F&A


purchases are pre-planned, this share is still lower vs duty free buyers overall at 78%,” says Anna Marchesini, Project and Business Development Manager for m1nd-set. Marchesini explains that F&A


buyers from Asia Pacific are much more likely to plan their purchases (84%) compared to Europeans (74%) and Americans (76%). Millennials are more likely to


pre-plan (80%) versus middle aged customers (77%) and seniors (78%). Business travellers are also more


likely to plan their purchase in comparison to leisure ones (81%


vs 77%). M1nd-set can also reveal that 76%


of F&A shoppers are buying those particular items for the first time; a significantly high percentage compared to other categories. Meaning that they are often willing to experiment with their fashion and accessories purchases in duty free environments. “These particular shoppers are


open to treating themselves with novelties and unusual products; indeed the majority purchase duty free exclusive items, as well as products they have never bought before,” says Marchesini.


Decisions made instore When it comes to the moment at which an F&A shopper decides to purchase, m1nd-set reveals that 28% of them do so before leaving to the airport – lower compared to duty free shoppers overall at 41%; 14% decide in the airport, but before going into the store (also 14% for duty free shoppers


JULY 2020


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