It’s true: looking good does come at a price. The latest results from Roy Morgan Research reveal that women who try to look stylish, are label-conscious, or think it’s important to look fashionable all spend more than average on clothes.
While the average annual amount spent on clothing by Australian women (14+) is $834, it’s much higher among those who strive to maintain a stylish wardrobe.
The most lavish spenders are women who agree with the statement, ‘I wear clothes that will get me noticed’ ($1,288 p.a), followed by women who agree that ‘it’s important to look fashionable’ ($1,179). Women who ‘buy a product because of the label’ spend on average $1,071 per year; those who try to look stylish spend $1,031; and those who ‘look for quality over price’ spend around $907. (Of course, some women fall into more than one category.)
Annual average spend on clothes by Australian women
Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013, women 14+ n= 11,434
Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:
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“There are many clothing retailers who proclaim that, when it comes to fashion, you don’t necessarily need to spend more to look good. However, the more fashion-conscious the woman, the more she’ll spend on clothes. What’s particularly interesting is that women wanting to be noticed for what they wear spend the most. This category beat even the label-conscious shoppers, as well as women trying to look stylish.
“The debate over whether Sydney or Melbourne is the fashion capital of Australia is long-running and extremely subjective, and there’s little difference overall in the average amount women spend on clothes in both cities. But those in NSW who agreed they wear clothes ‘to get noticed’ have by far the highest annual spend — $1,424, compared to Victorian women’s relatively modest $1,139. Admittedly, this isn’t definitive proof of either city being better for clothes-shopping, but it does give clothing retailers food for thought when it comes time to make decisions on marketing, distribution and clothing styles.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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