Consumers are trying out new fashion retailers, and are lured into doing so by good deals rather than advertising, finds Market Force Information in a new study. 39% of respondents, surveyed last year, said they had tried out a new retailer in the previous 90 days, up 22% from 2011, and almost triple the 14% from 2010. Among those who tried a new retailer, the top triggers were a sale, promotion or discount (19%) and a recommendation from a friend (17%).
Advertising, by contrast, was not much of an influence on these consumers. Just 3% said a TV ad propelled them to try out a new fashion retailer, and magazine and newspapers ads fared no better. That type of result may be why local businesses are spending far more on promotions than advertising, per a new Borrell Associates study. Read the rest at MarketingCharts.