For the ninth time, SPIEGEL-Verlag and manager magazin Verlagsgesellschaft are presenting Outfit 9.0, the most comprehensive German market and media survey dealing with the clothing and wristwatches segment.
Outfit 9.0 supplies information about consumer behaviour and its respondents’ attitudes towards the themes of clothing and fashion, as well as information on recognition, ownership and willingness to buy for 91 clothing and 62 watch brands.
The significance of clothing in general remains very high and continues to be more pronounced among women than among men. In matters of apparel, men remain true to old habits to a greater extent than women. Men tend to prefer their clothes rather unflashy, but practical– with the result that additional functions, such as breathable fabric or protection against ultraviolet rays, are more popular with men than with women. When buying clothes, consumers are becoming increasingly influenced by criteria such as social awareness and ecologically sound production. Almost one-third of respondents would like to know exactly where the garment in question comes from and how it was produced. Around half prefer clothing from brand manufacturers who demonstrate social responsibility. This proportion has increased by 17 per cent in the past two years. Magazines and/or supplements or catalogues, plus the Internet, are still by far the most important sources of information for decisions on what clothes to buy.
The section of the survey that deals with the subject of wristwatches dependably provides information on attitudes, preferred materials, and buying criteria and on the occasions for such purchases. Two years ago, for example, almost one in five consumers said that they bought their last watch “for no particular reason”, but in the meantime that proportion has declined to just one out of eight consumers. The most important reason to buy for all respondents is again replacement, while for higher-income target groups (personal monthly net income of 3,000 euros or more) special occasions such as birthdays or weddings are to the fore. This thematic area was broadened with, among other things, statements about the new smartwatches and their functions.
Sociodemographic characteristics such as age, family status and living conditions, education, occupation and income round off the sector-related range of information and provide numerous possibilities for potential and target-group analysis. In addition to that, the media section is particularly important for marketing and media planning because it supplies information about the use of magazines, newspapers, online sites and TV channels.
Norbert Facklam, Head of SPIEGEL QC: "Our Outfit survey closes an information gap for numerous up-market brands and offers valuable support, especially in media planning for clothing and wristwatches. And in this area it is plain to see that SPIEGEL, SPIEGEL ONLINE and manager magazin are still indispensable partners for communication in these important sectors."
The data were gathered by means of an online survey of almost 5,200 respondents in June and July 2015. The results of the Outfit survey are representative of 44.31 million individuals in the German residential population with Internet access and aged between 14 and 69 years.splendid_Ausgabe 1-2017.pdf