Fashion & Luxury

For years London has proudly occupied a prime position amongst the world’s great fashion capitals – from the chic boutiques of Notting Hill to the luxurious designer emporiums of Bond Street, and of course the world famous Harrods and Harvey Nichols department stores.

Our readers enjoy shopping, and match high levels of spend with great interest in and knowledge of designer clothes and luxury goods.

The Evening Standard is official media partner of London Fashion Week, producing a bi-annual Fashion Issue with ES Magazine, which enjoys exclusive distribution throughout London Fashion Week.

• Our readers are more likely to keep up with the latest fashions than the readers of any other mid market or quality title *
• They get more enjoyment shopping for clothes than any other UK quality or mid-market newspaper reader *
• Our readers are 3 times more likely to have a large amount of knowledge about designer products and stores, and also 3 times more likely to have talked about this topic with other people - this is higher than any other UK quality or mid-market newspaper reader *
• They have the highest annual expenditure on both men’s and women’s clothes of all UK quality newspaper readers*
• Our female readers spend 60% more than the UK AB average on handbags and 43% more on sunglasses *
• They spend 80% more than the UK AB average on watches *
• During the last 12 months ES readers spent an average of £1355 on clothing
• On average our readers have spent £517 on the most expensive single item they’ve purchased
• 64% of readers admit that they put fashion ahead of cost by spending more on clothing items than they’ve planned or budgeted for

Source: London Voice Fashion 2008, * Premier TGI 2008

Maurice Mullen, head of Fashion at the Evening Standard, said: “London Fashion Week over the years has become an incredibly high profile event in the Capital and the clothes are just the beginning! From the glamour of the catwalk presentations to the celebrity front rows and the after show parties, the Evening Standard is on hand to bring the very latest fashion news to the readers.”

Snap Shot Results

For more fashion findings including our panels favourite style icons, plus their most inspiring, accessible and cool stores CLICK HERE for our informative PDF

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Type: Adobe PDF

• What is clear from their opinions is that they realise how important clothes are when it comes to expressing or presenting themselves
• But our Fashionistas do not slavishly follow trends - despite the fact almost half of them seem to be setting them!
• They take care in putting their wardrobes together and are confident about their own personal tastes and styles, which is probably why people are so likely to take their advice when it comes to fashion
• Fashionistas are not afraid to travel for the sake of their wardrobe with 1 in 2 of them having taken a trip specifically to shop for clothes
• New York is the favourite destination for these sublime shopping trips with 32% of them having flown there for this purpose

Fashion and ES Magazine

• ES Magazine is a firm favourite amongst panellists with 88% reporting reading it and 39% saying that they might even run back to get one if a new agent forgot to give it to them
• 7 in 10 agree that ES Magazine manages to reflect the personality of London and that it offers a good balance of fashion and other features
• 69% also agree that it features a wide range of quality designer clothes and 66% felt they could rely on ES Magazine to show them the top fashion brands

Click here to view our Retail research

For further details on London Voice research contact marius.cloete@standard.co.uk

BMRB 2008.Base: All London Voice panellists