Page 141 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
7.2 FASHION & ACCESSORIES
CATEGORY OVERVIEW
Almost 2 in 5 European cruise travellers browsed the Fashion & Accessories category during their last trip with 42% of these going on to make a purchase. 2 in 5 Fashion & Accessory buyers purchased from the Women’s clothing category.
Perceptions of quality and range are positive, especially regarding on-board stores. However, pricing, promotions and Duty Free exclusive perceptions are much weaker. Improve perceptions of price and promotions by utilising quality perceptions to highlight value for money e.g. call attention to real leather products and demonstrate the price advantage of Duty Free.
Leading Buyers:
Italians
Females
CATEGORY PERCEPTIONS – POSITIVE PERCEPTION VS. AVERAGE
PRODUCT QUALITY
SCORE: +14
PRIORITY RATING: 5
Perception significantly more positive among males vs. females.
PRODUCT RANGE
SCORE: +5
PRIORITY RATING: 4
Positive perception driven by Italians. More positivity among shoppers under 40 vs. over 40 and among males
DF EXCLUSIVES
SCORE: -1
PRIORITY RATING: 3
Perception weaker among British vs. other nationalities, shoppers over 40 vs. under 40 and females vs. males.
PRICING
SCORE: -9
PRIORITY RATING: 2
Perception weaker among British and Italians vs. Germans, shoppers over 40 vs. under 40 and females
PROMOTIONS
SCORE: -9 PRIORITY RATING: 1
Weaker perception among British vs. Italians, shoppers over 40 vs. under 40 and females vs. males.
Strongest Area PRIORITY RATING Weakest Area
PRODUCT QUALITY
SCORE: +6 PRIORITY RATING: 5
Perception slightly more positive among females vs. males and shoppers under 40 vs. over 40.
PRODUCT RANGE
SCORE: +1 PRIORITY RATING: 4
Perception is slightly more positive among shoppers under 40 vs. over 40.
PRICING
SCORE: -1 PRIORITY RATING: 3
Slightly weaker perception among shoppers over 40 and males.
DF EXCLUSIVES
SCORE: -2 PRIORITY RATING: 2
Perception is slightly weaker among shoppers over 40.
PROMOTIONS
SCORE: -4 PRIORITY RATING: 1
Weaker perception among shoppers over 40.
Base: Fashion & Accessories Shoppers (288); Attribute perception scores calculated vs. category perception average, weakest perception = highest priority
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ON-LAND STORES ON-BOARD STORES