UK Customers Retain Loyalty to Fashion Brands Even When Dormant

Over half (55%) of UK customers still engage with the fashion brands they love, even if they can’t or aren’t buying from them currently, with a view to purchasing from these favourite brands again in future.

Brands are putting great emphasis on user engagement to keep their idle users from leaving. In the app industry, users have hundreds of options, and it doesn’t take long for them to switch. However, in the UK fashion retail industry, brands have some good news. Customers who have become dormant due to reasons around affordability, might not be entirely gone. 

A recent research by Centra found that over half (55%) of UK consumers still engage with the fashion brands they love, even if they can’t or aren’t buying from them currently, with a view to purchasing from these favourite brands again once their financial situation improves. 

According to the latest report ‘What UK Shoppers Want from Fashion Brands in 2024’ from Centra, the specialist ecommerce platform for fashion and lifestyle brands, consumers are more demanding than ever, and yet at the same time constrained in their spending. It’s the perfect storm for fashion brands. 

The Centra research surveyed 1000 consumers in the United Kingdom and shared key insights into their unique needs and preferences. After more than two years of the cost-of-living crisis negatively impacting disposable income, 64% of consumers are buying fewer fashion, apparel and lifestyle products.

Rather than investing in new fashion items, the report revealed, a quarter (25%) are buying more pre-loved or second-hand items, while another quarter (25%) are reducing fashion spend by choosing lower cost items or accessories to update their wardrobe. 

While shoppers’ spending signals might be giving retailers the impression they have become lapsed customers, 53% say that, despite buying less from the brands they love, they still engage with them by viewing new products, watching or reading brand content and following on social media. This is an indication that brands must focus on user engagement through consumers’ preferred communication channels. 

The report further revealed that 23% of consumers say that despite spending less often, they remain loyal to their favourite brands, increasing to nearly a third (29%) of millennials – highlighting the importance of investing in and maintaining customer relationships. 

Centra’s research highlighted the items UK consumers are looking forward to buying. The top five items UK consumers will prioritise purchasing as their financial position improves include coats or jackets (40%), jeans (37%), formal footwear (25%), gym wear (23%) and watches or jewellery (22%).

Martin Jensen, CEO at Centra, commented, “The data clearly shows the power of brand equity as a sustainer of customer loyalty and UK brands need to remain focused on nurturing existing customers to make sure they return to spend when the economic recovery comes – and that means investing in customer engagement.”

Keeping an eye on economic recuperations, brands must carry a customer-centric approach in strategising user engagement. Experts also suggest meeting customers halfway by offering them occasional discounts. This will help brands show they remember their loyal customers.