Insight Edit – Premium consumers are happy to pay full price for fashion items

Leapfrogg Insight Edit

Here at Leapfrogg, we have a panel of more than 800 premium retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

This week we wanted to understand more about the discount habits of our panel and how they differed across category.

We asked our panel to rate whether they agreed or disagreed with a number of behaviours related to sales shopping. We asked them to rate their behaviours for each of the following categories.

  • Fashion
  • Jewellery
  • Homewares
  • Furniture
  • Health & Beauty

We found that across the panel the majority of people are happy to pay full price for items they want. Over 50% of respondents in each category agreed with the following statement:


As you can see the categories in which people were most comfortable with paying full price were Fashion and Homewares. Perhaps unsurprisingly the category that people were least likely to be comfortable buying full price was Furniture which is of course a higher value category. Overall the responses are positive for retailers as they show that if they have a good product they should not need to discount heavily to encourage sales.

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