Understanding an entire industry market is never easy. The competitive, fluctuating global nature of market segments, social behaviour, and economics make it almost impossible to meet needs and wants. This is particularly the case in the fashion industry, where customer desires, expectations and needs vary drastically from city to city, season to season. Understanding how businesses can best meet shopper needs is the key to staying ahead of the competition.

This benchmark study has gathered data from 33 cities worldwide. Using shoppers native to each market, AQ Services International has applied two research tools to gain insight into the fashion market. Mystery shopping programs (MSP) measure sales staff performance; individuals posing as real customers are sent to various outlets to gather data and answer specific questions related to the customer service in those locations. This data is complemented by customer opinion polls, wherein customers answered surveys and provided more detailed comments about their expectations and needs.

The data collected was divided across three segments of the fashion industry to allow for better analysis:

  • Mainstream brands
  • Mid-Luxury brands
  • Luxury brands

This report itself follows the customer’s service journey, beginning with a thorough analysis of how shoppers are greeted and finishing with the farewell. For further added value, a more-detailed report on the Luxury segment brings the report to a close.

The data presented in this report is only a part of what has been collected for the 2015-2016 period, AQ Services has more data on hand to help your fashion company improve its customer service experience, whether it’s through mystery shopping solutions or a more in-depth report. Get in touch with us today, let’s talk about how AQ can help your business.

For any business in any industry, evolving with the times is vital. Navigating the changing tides of the market is a complicated thing; as demographics change, cultures change, people change. Companies who understand this are able to adapt and become fluid in their strategies. These companies have learned that by regularly testing the waters, they can avoid pitfalls that could set them back years.

At AQ Services, the focus has always been on partnering with companies who share that vision; because, ultimately, it’s about making sure that the customer experiences great service. With the rise in eCommerce and higher competition in the fashion industry, staying ahead of customer expectations has become the difference between survival and struggle.

Measuring the customer service experience requires both qualitative and quantitative information, and this benchmark data sets the bar for improvement. By taking the insights from local shoppers from each city, AQ Services has been able to take a peek into the minds of real people, analyzing their effect on the fashion industry and how best to adapt to their needs, expectations, and desires.

It’s about building customer loyalty, by giving them what they want in the way and time that they want it. It’s about the customer, because without them, there would be no business.

About Fashion Shopping: The Journey

The Global Fashion Benchmark Study was conducted between December 1st, 2015 and June 18th, 2016, and surveyed 1485 fashion stores across 25 countries throughout the Asia-Pacific, Europe, Latin America, the Middle East and North America regions.

© AQ Service International 2016  | The Global Fashion Benchmark Report, all content thereof, research contained therein, and all data are copyright of AQ Services International. You may not reproduce or communicate any of the content, including all data, without the express permission of the copyright owner.

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