Retailer'S Discount Continues, And Consumer Demand Is Still Very Confused.

According to Kantar worldpanel data, compared to 2015, the total retail sales value in 2016 dropped by 2%.

The decline in sales involves all categories of clothing, including children.

When consumers become more flexible in purchasing goods, store inventory becomes more and more uncontrollable, often requiring discount of goods to carry out inventory digestion.

Today, consumer behavior has changed.

Now it seems that British shoppers

Different changes are taking place.

Consumers are waiting for the sale of the season, then purchasing, and consumers hold their consumption until they really need them.

This directly led to a continuous decline in sales.

"Many retailers have fallen into the dilemma of selling mode and lagging behind the change of consumer purchasing mode.

These companies still stay in a rigid, seasonal buying cycle, which can no longer reflect the real shopping methods of consumers.

Glen Tooke, director of consumer insight at Kantar, said.

"This is the biggest decline seen in the market since August 2009, and the total sales value fell by nearly 750 million pounds in the 52 week of December 18, 2016, which has caused serious concern".

Retail analyst Richard Hyman also agrees that shoppers have shifted their attention from the original seasonal shopping.

"There are twin demons like games, retailers' discounts are continuing, but retailers do not know enough about what their consumers want."

"In the 90% trade cycle of 2016, more than half of the retailers in fashion clothes market are still using this mode of sales."

Mr Hyman said that this will lead consumers to realize that if they can not buy it, the retailers will eventually reduce the price of goods, and consumers can finally purchase their favorite merchandise at a discount price.

UCL

Dr Hayman, a business psychologist, believes that the constant discount will eventually lead to "dilution of trust", which means consumers will think that the price of goods at the beginning is too high.

Dr Hayman believes that there may also be another new consumption thinking emerging in the consumer's cognition, which is also re shaping their wardrobe.

"Retailers do not fully understand the modular procurement that consumers are doing now. They are not buying a single commodity," he said.

For example, compared to buying a thick winter coat, consumers are more likely to invest in a light spring jacket and a sports Hoodie, which can be worn individually or continuously for several seasons.

"This trend is marked by some key design labels, hidden in the show and show of traditional fashion show week.

This event is also driven by seasons, so these key design labels allow consumers to collect clothing less and more flexibly, and consumers can wear it all year round.

"Dr. Hayman said.

"Online shopping has accounted for more than 25% of the total sales of British footwear, which is the fastest growing sector," said John Saunders, chief executive of the British footwear association.

"The growth of online sales is also eliminating the seasonal impact of footwear sales. Online footwear products can meet consumer demand throughout the year."

He added: "a good example is that consumers who like to enjoy the sunshine season in other cities in winter can buy sandals and open shoes on the Internet in winter, and sales are continuing to grow."

As you can see from the data, there are some

The bright spot is that online retailers only see a significant 7% increase in comparison with 2015, while independent retailers improve sales by 3%. Why do they have such a big gap?

"This is obvious, but those who control the right fashion, the right price, the right place and the right time to control the perfect fashion retailers, they control these crystal balls in a desperate way," said Graham Soult, owner of CannyInsights, a retail consultant.

"Retailers are like UNIQLO and Zara from their own supply chain, agile.

It is very beneficial to make up for it. "

"At the same time, some online retailers, like Boden, choose seasonal combinations from various commodities, selling them through layering and decorating throughout the year.

"He added.

But there is a new threat coming, a factor that will affect all sizes and online retailers: the continued volatility and downward trend in the value of the pound.

We have heard the forecast of rising prices, and retailers are forced to shift the cost of rising imports. But the vast majority of consumers are strictly observing the need for more clothing products or continuing to buy when prices rise? Mr. Hayman thinks neither.

"It's easy to make. Our wardrobe is made up of 10% of our single item items, and the remaining 90% are the products we want.

Retailers must stimulate eager demand, otherwise we will not buy.

Higher prices do not stimulate demand, "he said.

Therefore, when retailers pay more for imported goods, but can not stimulate consumers' demand for shopping, the future of major commercial streets in Britain may be as impulsive as consumers' whims.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.