GfK. Growth from Knowledge

This is the GfK Fashion newsletter Belgium. The newsletter within the fashion branch that informs you about the latest trends, new information products and upcoming events.

If you would like more information, please contact the undersigned. In case there are any questions or remarks please contact marketing@gfk.nl. Enjoy this newsletter!

On behalf of the GfK Fashion team

Trends 2008; corporate social responsibility: for who?

All over the world more and more attention is paid to corporate social responsibility (CSR), sustainable consumption, climate neutral production and consumption. Sustainability is a topic of high interest in the fashion branch. JBC for instance offers bio cotton clothes, called Dutch Spirit. New Look and Charles V�gele have clothes made of organic cotton. C&A also has a bio-cotton collection, as well as H&M, which offers the organic cotton collection. Vero Moda and Jack & Jones both offer bio cotton clothes labeled 'Vero Moda Organic Collection' and 'JJ Eco'.

For retailers it is important to know which consumers find ethical produced clothes most important, in order to anticipate on the CSR trend. Lifestyle segmentation based on GfK Roper Consumer Styles shows that sustainable produced clothes are most important to the lifestyle groups Organics, Open-Minded and Demanding.

People characterized as "Organic" live in harmony with nature. Consumers from the "Demanding" segment are conscientious and highly-educated. Consumers from both segments are mostly age 50 and over. "Open-Minded" consumers are generally younger (<40 years), highly-educated and in pursuit of new challenges. They are prepared to invest in sustainable behavior as long as it fits their lifestyle. They won't let go of a journey far abroad just because of high environmental taxes. "Open-Minded" consumers are prepared to redeem their sense of guilt by paying extra taxes for a climate neutral ticket.�

It is to be expected that even more consumers, also from other lifestyle groups, will develop an interest in CSR, so it will eventually become a precondition instead of a distinctive feature.

The expert log of Textilia also discusses this topic.

Awareness of women's fashion brands in Belgium

Recently GfK measured the awareness of women's fashion brands in Belgium. The brand that is top of mind, other brands that are spontaneously mentioned and aided awareness are registered.

This information is linked to socio-demographic characteristics of the GfK panel members to indicate in which age groups and specific target groups the awareness of a brand needs more attention.

In the next newsletter we will show some results of this study. The results are available by the end of August and we will keep you informed about this.

Men's clothing style preferences

After the Clothing styles women's wear study, GfK has now asked the Dutch men about their style preferences.

This study answers the following questions: what is the potential of the various clothing styles, at which fashion retailers does each style group buy their clothes, which styles can be offered together, which brands are most popular per clothing style, etc.

In the following newsletter we will show some results of the men's wear clothing styles research.

There are advanced plans to map the style preferences of Belgian women as well. Would you like to receive information on the possibilities of this study in Belgium? Or do you need information on how you can use the results of this study in your day-to-day management? Please contact your account manager or Yvonne van Bakel.

Who is the best retailer in Belgium this year?

In 2007 Esprit was the most appreciated fashion retailer in Belgium, followed by Mexx and Inno. These three retailers were the best according to men as well as women.

But who will be the most appreciated fashion retailer in 2008?

This year GfK will also ask consumers to evaluate a number of leading fashion retailers regarding the following marketing instruments: collection, price, staff, shop (place).

The Belgian consumer is also asked to indicate the fashion level of each retailer by linking pictures. These pictures represent the fashion levels Avant-garde, Innovative, Up-to-date, Known, Outdated.

Curious about the results of this study? The results for Belgium and the Netherlands will be available by the end of August.

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