Over half of UK consumers have reduced spend on apparel

Rob Clapp

An overview of consumer spending on apparel products in the United Kingdom during the novel coronavirus (COVID-19) outbreak.

Over half (51.0%) of UK consumers have reduced their spending on apparel during the novel coronavirus (COVID-19) outbreak, with one-third (33.1%) cutting spend by more than 75%. This is according to twice-weekly survey data from Savanta analysed WARC Data. While consumers are embracing online retail during the current lockdown, the data suggest this hasn't extended to the clothes vertical.

In the latest wave, undertaken during the middle of April, over two-fifths (42.1%) of respondents said they had not changed their apparel spending since the outbreak, while just 6.8% are spending more.

Male audiences are less likely to cut...

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