Page 151 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
7.4 FASHION & ACCESSORIES
CATEGORY OVERVIEW
2 in 5 North America & Caribbean cruise travellers browse the Fashion & Accessories category with over half of these then going on to make a purchase. Almost 3 in 5 Fashion and Accessories buyers purchase from the women’s clothing section.
Perceptions of quality, range and promotions are positive, especially for on- board stores. Perceptions of pricing and Duty free exclusives are much weaker and could be improved by highlighting Duty Free exclusive products and Duty Free price advantages through in-store and pre-trip communications.
Leading Buyers:
Extended Cruise Travellers
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +10
PRIORITY RATING: 5
Positive perception driven by shoppers under 40 and males.
PRODUCT RANGE
SCORE: +2
PRIORITY RATING: 4
Perception more positive among shoppers under 40 and males vs. over 40s and females.
PROMOTIONS
SCORE: 0
PRIORITY RATING: 3
Perception most positive among shoppers under 40. Perception weaker among over 40’s.
PRICING
SCORE: -6
PRIORITY RATING: 2
Perception significantly weaker among shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -6 PRIORITY RATING: 1
Weaker perception driven by shoppers over 40. Shoppers under 40 are most positive.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT RANGE
SCORE: +6 PRIORITY RATING: 5
Positive perception driven by shoppers under 40.
PRODUCT QUALITY
SCORE: +2 PRIORITY RATING: 4
Perception is significantly more positive among shoppers under 40 vs. over 40.
PROMOTIONS
SCORE: +1 PRIORITY RATING: 3
Perception is significantly more positive among shoppers under 40 vs. over 40.
PRICING
SCORE: -3 PRIORITY RATING: 2
Perception is significantly weaker among shoppers over 40 vs. under 40.
DF EXCLUSIVES
SCORE: -6 PRIORITY RATING: 1
Weaker perception driven by shoppers over 40.
Base: Fashion & Accessories Shoppers (322); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES