News

Who is Australia’s top clothing retailer?

Original Article Source: Roy Morgan Research 

The latest findings from Roy Morgan Research reveal that Kmart, Myer and David Jones are Australian’s top clothing retailers, each topping the table for different measures.

Kmart is listed as having the highest amount of customers, Myer is listed to have the highest dollar spend amount and David Jones the highest average spend per item.

Interestingly, despite chain stores Kmart, Big W and Target ranking in the top 4 for customer volume and dollar share, they all rank relatively low for average spend.

So what are the figures?

Top 6 clothing retailers by proportion of shoppers

Roy Morgan’s Research details that in any given four-week period, 10.6 million Australians aged 14+ buy at least one piece of clothing. Out of these, almost a quarter shop at Kmart, making it Australia’s top clothing retailer choice, in terms of customer volume.

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Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=8,114).

Top 6 clothing retailers by dollar share of market

At 8.3% Myer leads the pack for the largest dollar share of the market, ahead of Target (7.7%), Kmart (6.7%), Big W (6.2%), David Jones (4.9%) and Best & Less (2.9%).

Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=27,005).

Top 6 clothing retailers by average amount spent per shopper, per item

Despite only ranking fifth in the total dollar spend, David Jones emerges on top when it comes to average spend per item, with customers spending $119 per item in any given four weeks. Country Road’s customers are also among the biggest spenders per item ($113), while only a few dollars separate Myer ($87) and Noni B ($83) shoppers.

Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=27,005).

Andrew Price, General Manager – Consumer Goods, Roy Morgan Research, says:
“There are many different ways to measure a clothing retailer’s place in the market: customer numbers, market share and average spend are just a few.

“Our findings confirm that while a high volume of customers often leads to a higher market share, it doesn’t appear to have a lot of bearing on the average amount each shopper spends per item.

“The key for clothing retailers is to understand exactly who their shoppers are: from their age and life stage to their financial circumstances. Customers of stores like Kmart, Target and Big W are most likely to be under 35 and married with kids – and thus likely to appreciate the lower prices of these discount department stores.

“In contrast, David Jones and Myer shoppers are most likely to be older (between 50 and 64 years) and live in childless households, often with higher discretionary spending power — very handy for shopping at the higher-end department stores…”

Original Article Source: Roy Morgan Research 

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