Business development · 28 June 2016

Opportunity for smaller retailers as brands regularly “misunderstand” consumers

perfume brands
Perfume brands were considered the worst at identifying consumers’ wants and needs

Highlighting the importance of branding for the UK’s independent retailers, over a third of British consumers currently feel misunderstood by brands on the high street.

According to the results of a new survey by market research firm Attest, perfume brands, female clothing lines and firms in the gaming industry were found to be the guiltiest of wrongly estimating customer spending habits and needs.

Conducted amongst over 2,000 British shoppers aged between 18 and 75, the survey identified perfume brands as those that misunderstand consumers the most, with 26 per cent of respondents placing the sector first when provided with a list of various sectors.

After women’s clothing brands and gaming companies, the other sectors that consumers considered to be amongst their top five included insurance companies and make-up brands.

As many as 35 per cent of the survey’s respondents said that they felt misunderstood by brands in general, with 82 per cent stating that they felt under-represented by big labels especially – presenting an opportunity for smaller independent retailers to out-do larger corporates when it comes to branding.

According to the views of shoppers, brands do little to act on customer feedback, with 79 per cent of respondents claiming that brands did not listen to their views.

Offering his advice to Britain’s retailers, Attest CEO Jeremy King commented: “It’s worrying how many consumers feel misunderstood and that brands aren’t listening to them. It’s so useful to engage with real consumers, with new technologies that can offer real and in-the-moment engagement, to explore these emotional issues around brands.”

Read on to find out how a countrywear shop owner in the north east market town of Barnard Castle has been forced to rebrand her business after the threat of heavy legal action from global fashion retail company Zara.

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Fred Heritage was previously deputy editor at Business Advice. He has a BA in politics and international relations from the University of Kent and an MA in international conflict from Kings College London.

High Streets Initiative