Importance of uniqueness

While sale or special offers stand out as being the main factor that would encourage people to buy designer fashion, particularly among young women, almost three in ten (28%) females aged 16-24 would be drawn to purchase designer fashion because of a unique design. In an increasingly overcrowded clothing market, consumers are looking for more unique products and limited edition items.
Almost a quarter of young men (23%) aged 16-24 would be encouraged to buy designer fashion due to the high level of customer service. Young males are also twice as likely as average to be interested in the improved shopping experience offered by designer brands compared with high street stores. It is becoming increasingly important for luxury brands to focus on the customer service and the experience factor, which goes beyond the value of the product alone.

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Appealing to young Millennials
Young Millennials are the most inclined to aspire to own designer brands, with over half (55%) of young people aged16-24 saying they would buy designer fashion if they could afford to. The shift to a younger designer shopper has nevertheless created new challenges for luxury brands, which have to find a balance between making their designer fashion accessible to this demographic whilst maintaining an element of exclusivity to protect the brand image. Part of the appeal of designer brands is that they are not mass market items available to everyone and 57% of women agree that seeing too many people wearing the same brand makes it less exclusive.



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