{"id":162426,"date":"2019-10-28T22:59:19","date_gmt":"2019-10-28T22:59:19","guid":{"rendered":"https:\/\/www.theindustry.fashion\/theindustry-fashion-launches-the-index-in-partnership-with-klarna\/"},"modified":"2021-08-12T14:05:02","modified_gmt":"2021-08-12T14:05:02","slug":"theindustry-fashion-launches-the-index-in-partnership-with-klarna","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/theindustry-fashion-launches-the-index-in-partnership-with-klarna\/","title":{"rendered":"TheIndustry.fashion launches The Index in partnership with Klarna"},"content":{"rendered":"
TheIndustry.fashion has launched a unique brand & retailer tracker, The Index<\/a>, to enable businesses to follow the changing behaviours, attitudes and purchasing intentions of British fashion consumers. It will also track their spending at, visits to and attitudes towards 100 of the industry's biggest names.<\/p>\n <\/p>\n Each month a nationally representative sample of 2,000 consumers<\/strong> will be quizzed on the frequency of their fashion spend, the channels they use, the sectors they shop and the formats they prefer. They will also be asked to tell us exactly which stores and websites they have visited and\/or spent money with<\/strong> and will be asked to rate each brand according to positive or negative sentiment.<\/p>\n Those positive and negative scores will be netted off against each other to give each brand a unique \"Buzz Score\"<\/strong> which will be updated every month.<\/p>\n As The Index develops readers will be able to track the performance of channels, formats and sectors, as well as individual brands,<\/strong> giving them a unique insight into the fast-changing behaviour of the fashion consumer. They will also be able to benchmark their own performance against rivals or similar companies in their market.<\/p>\n Results are broken down by age, region and socio-economic group,<\/strong> so that brands can see clearly how their target customer group is behaving and adjust their strategies accordingly.<\/p>\n The Index, which is launched in partnership with disruptive payments provider Klarna<\/a>, will be published in two parts each month. Part 1 \u2013 out today \u2013 analyses The Sectors, The Formats, The Channels and The Behaviours<\/em>, while part two contains The Brands and The Buzz Scores<\/em>. The latter will be published later this week.<\/p>\n Our first study reveals the strong appetite for fashion among young consumers<\/strong>\u00a0in particular with some 31% of 16-24 year olds shopping for fashion at least once a week and 22% of 25-24 year olds doing the same. This is just one of the dozens of data points in the report.<\/p>\n