News

- London's fashion 'triangle' is home to the UK's most fashion conscious
- Men from Wandsworth are the best-dressed in the UK
- Richmond has the most fashionable women
- Birmingham home to the UK's best-dressed children
- Manchester and Cardiff come top for 'budget image' men

New insight from Experian has identified Britain’s most fashionable towns and areas. Drawn from Experian’s Fashion Segments, which classifies every adult in the UK based on attitudes and behaviour towards fashion shopping, the research focuses on the four most fashion-conscious segments for women and men.

London’s ‘fashion triangle’ from Kensington to Richmond in the West and Wandsworth further East is home to the most fashion conscious men and women in the UK. Overall, 63% of Putney’s residents fall into the most fashion conscious segments of the UK, as do 24% of Richmond’s female residents and 51% of Wandsworth’s male residents.

Outside of London, Birmingham and Manchester are home to some of the UK’s most fashionable people, with Winchester and Maidenhead (13% each) featuring strongly for fashion conscious women and Glasgow (25%) and Manchester (24%) for fashionable men.

Experian’s Fashion Segments links qualitative information on fashion shopping motivations and attitudes with quantitative information on shopping behaviour and overall demographics to provide a unique insight into consumers within the fashion market. The Segments classify all adults into 20 female types and 15 male types, describing typical attitudes towards fashion and brands, and typical behaviour towards types of clothes purchased, stores visited and the value and purpose of shopping trips.

Nigel Wilson, Managing Director of Experian Business Strategies, comments: “Knowing what type of people live and shop each location across the UK allows retailers to decide how to offer a different range of merchandise in different towns and cities to best meet the local demand. In extreme cases where the range is aimed at a narrower group of people - the poorest, the very affluent, high fashion or the oldest people in the country - Fashion Segments helps the retailer to target the offer into key hot spots where there are enough people of a particular type.

“Similarly a brand that aims at only a part of the population can tailor their marketing to the best places, the best publications, the best web sites and spend their promotional money in the most effective way.”

For more information, click on the links below:

• Female fashion categories
• Male fashion categories
• Women - most fashionable categories - UK hotspots
• Men - most fashionable categories - UK hotspots

Download the Fashion Segments product sheet