As the cost-of-living crisis bites, consumers have re-evaluated how they spend their money, particularly in relation to discretionary spending. Through quantitative research, we discovered that many customers had turned their focus to essentials over luxuries, with some deciding to forgo buying new clothes for themselves altogether.
In this context, N Brown realised that it needed to dig deeper to understand what consumers need from fashion brands in tough economic times, to ensure that it continues to deliver value to a broad customer base through its core brands, Simply Be, Jacamo and JD Williams.
We conducted qualitative research with lapsed customers of Simply Be, Jacamo and JD Williams, selecting customers who had not purchased from one of these brands in the last 6-12 months, from N Brown’s ongoing community panel. In particular, we focused our attention on individuals on lower and middle incomes, who’ve been most affected by rising costs, and may have switched to fashion discounters.
Through qualitative depth interviews, we took the time to explore individual stories: how the cost-of-living crisis had affected them, and the kinds of ‘trades’ they had been making in their fashion spending. Critically, we explored the changing definitions of value, and how they felt Simply Be, Jacamo and JD Williams could stand out from a crowd of retailers offering deals and discounts, sometimes at the expense of quality and a good customer experience.
As a result, we identified specific elements of brand and customer experience that our lapsed customers valued in Simply Be, Jacamo and JD Williams – aspects to strengthen and celebrate in a time when they are making tough decisions and re-evaluating what value means to them.