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The Index November/December 2021: The Sectors, The Channels, The Formats and The Behaviours

Lauretta Roberts
23 December 2021

Welcome to part 1 of our monthly survey into the behaviours and attitudes of British fashion shoppers, The Index in partnership with Klarna.

In this month's study of 2,000 shoppers, who were surveyed throughout November, we begin to see the effects of the onset of the Omicron wave of Covid-19 on behaviour.

Our three preceding studies showed a steady shift back to physical retail across all shoppers with the percentage of shoppers buying all of their clothing online dropping. However this month, that figure has risen again, as people steered clear of the high streets. With Omicron gathering speed in the lead up to Christmas we expect to see that number increase again in our study next month.

Elsewhere in this month's study we witness the growing popularity of apps, particularly among younger consumers, and learn that half of our shoppers still intend to buy more clothing over the coming six months (the catch is, they expect to pay less for it).

Don't forget to also consult part 2 of our monthly study, The Brands and The Buzz Scores, in which we track the fortunes of 100 leading brands across key market segments.

Scroll through, print and download this month's study below.

The Index is produced in proud partnership with Klarna.


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