20 hours ago | By Sarah Owen
Big data meets consumer insights. Experience WGSN.
Mar 22, 2017
By WGSN Insider
The latest retail data might make you rethink your Zara shopping habit.
Younger consumers are more engaged when they shop at Zara with the level of engagement dropping after the age of 27, research from London-based market research firm The Insight Rooms shows.
The company studied social engagement to assess how women feel about the Inditex-owned brand and found that engagement is at a high between ages 23 and 27. By the age of 33, engagement is rock bottom (around 1%).
That may not be a huge problem for the brand with Inditex’s most recent results showing that Zara and its seven other chains continue to be a huge consumer draw, even in the face of tough condition for fashion retailers.
In fact, Insight Rooms co-founder and CEO Ed Dilworth told Who What Wear that while the so-called age cliff kicks-in for Zara’s customers in their 30s, it is less marked than the age cliff for some other brands. He said this is because of the broad spread of Zara’s fashion offer, including the more conservative and classic looks customers move towards in their 30s.
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