UK consumers prefer to shop in-store (45%) rather than online (30%) when buying fashion and beauty. That’s according to research commissioned by London mega-mall Battersea Power Station (BPS).
It said the research shows “a significant shift back to the high street” with the love of physical retail “driven by the joy of trying different styles and sizes (38%) and the convenience of visiting multiple shops in one location (30%)”.
The data also shows that two-thirds of shoppers living in the UK use fashion to “feel confident and empowered, rather than follow the latest trends”.
And that adds to the appeal of physical locations with a third saying “they find their greatest style inspiration when shopping in-store” and half of the women polled saying they find it easier to choose the right skincare and make-up products when shopping in person.
Yet on on the downside, 47% of people living in the UK, rising to 56% for women, find looking at themselves in changing room mirrors while trying on clothes a difficult experience.
Additionally, 47% of 25-34 year-olds believe shopping destinations need to offer in-store experiences to attract visitors who typically shop online.
In response to all this, BPS said it’s hosting a series of events from 12-31 May as part of its Radiant Reflections campaign “celebrating personal style and encouraging shoppers to celebrate their reflections”.
The events include a workshop hosted by energy healer and author of The Fashion Oracle, Nieve Tierney, titled How to Optimise Your Energy with Fashion. Meanwhile Jigsaw will be hosting an exclusive VIP event with fashion stylists/colour experts, Manina and Rachel from Red Leopard, and Hackett, will offer one-to-one styling sessions to help shoppers refresh their spring/summer wardrobe. Sustainable women’s clothing brand, Reformation, will also host one-to-one styling sessions and beauty shoppers can experience in-store skincare and beauty consultations at Aesop, Boots Beauty, Rituals, Kiehl’s, Malin+Goetz and L’Occitane.
BPS has also partnered with this year’s London Craft Week, with award-winning filmmaker and multimedia artist Charlotte Colbert, and with New Public to bring two “awe-inspiring” art installations to the London landmark until 1 June.
One piece will be in Turbine Hall A and will be accompanied by a pop-up shop where visitors can purchase keepsakes designed by Colbert from 9-18 May. The pop-up will also feature a customisation station where shoppers can have limited-edition patches designed by Colbert sewn on to their new-season fashion and homeware purchases free-of-charge.
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