The cost of living is quite high. What can be done when purchasing clothes and other items a financial challenge for many households. It is therefore important to find accessible brands that offer quality products at low prices. By shopping at stores like Primark, you can save money while still buying trendy and stylish clothes. According to this latest study, what is the French's favorite brand?
The importance of what consumers think
In a world of retail brands where competition is fierce, understanding what consumers think is crucial.
In a recent study, dedicated to commercial attractiveness, Bonial, the media and technology company for commerce and distribution, and Ipsos, the polling institute, revealed which brands attract customers the most. And among these brands is the Irish giant, Primark, which delights young and old alike.
“We noticed that there were already many studies highlighting customers' heart rate when choosing a brand. But ultimately, there was little insight into what really brings customers to a store,” explains Fabien Dutrieux, B2B Marketing and corporate communications director at Bonial.
And the latter added: “So we had the idea of creating this barometer of commercial attractiveness. This study, quite unique, is there to analyze what attracts customers. And which brands stand out?.
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With this in mind, Bonial, in association with Ipsos, then questioned 10,000 French in order to analyze the commercial attractiveness of 342 brands dont Primark, in 16 sectors of activity, and taking into account 11 criteria. “Price attractiveness”. “Value for money”. “Ease of access in store”. “Variety of offers”. “Relevance of the offer”. “Purchasing experience in the brand”. “Quality of the offer”. “Frequency of promotions”. “Generosity of promotions in each brand”. “Usefulness of promotions”. “Social responsibility”.
“Our desire was to be able to gauge the perception of customers who visit the store. But also of those who don’t go there”explains Bonial’s Marketing Manager.
The big winners: Kiabi, Primark, and Gémo
Among the 10,000 people surveyed, 2,944 answered questions about 43 ready-to-wear brands.
So, it is therefore Kiabi who emerges as the big winner. And this, with a commercial attractiveness index of 23.1. Or higher than the sector index (14.4). The French chain is undeniably attractive for the attractiveness of its prices, its value for money and its ease of access in store.
Consumers also highlighted the frequency of the brand's promotions, as well as their usefulness. And with a very important detail: everything is very, very cheap!
Of course, the quality cannot be compared to that of a large brand store. However, despite this, Kiabi is not far behind.
On the second step of the podium is Primark. The Irish brand displays an index of 20.4. Thus, it stands out, for its part on the generosity of promotions. Primark certainly focuses on clothing, but it also offers many other products.
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When you enter Primark paradise, you will find clothing for women, men and children. But also accessories, shoes, homeware, jewelry, and lingerie. Not forgetting a wide choice of beauty products.
At Primark the clothes are of good enough quality to be worn on a daily basis for a relatively long period. And the price is so attractive that in the end, clothes that last less are ultimately not a waste.
Finally, the French Gémo closes the ranking. It displays an attractiveness index of 19.7. This brand belonging to the Eram group also stands out from the crowd.
