December 15th, 2021, YouGov
Challenge
Obtain global opinions on the fashion resale market.
Solution
Consistent surveys with tailored options to each market through YouGov Surveys: Self-serve and Serviced.
Results
8,000 respondents reached across five markets, providing key insight on the impact of resale fashion as well as consumer preferences and journeys.
Business challenge
The Business of Fashion (BoF) is a next-generation media company that provides agenda-setting intelligence, analysis, and advice for the global fashion community. Their new think tank, BoF Insights, arms business leaders with the research they need to make better decisions.
The inaugural research report from BoF Insights needed to provide high-quality and rigorous analysis, as the strong quantitative angle would differentiate the product from the journalism that BoF publishes.
While BoF could tap into a variety of informational sources, it lacked access to general populations for survey fielding. BoF needed to understand how consumers in major markets viewed resale, as well as learn about their existing buying and selling habits. This would inform deeper report insights and recommendations to fashion brands and retailers.
Solution
BoF Insights used YouGov Surveys: Self-serve, our intuitive self-service platform, to quickly run surveys in four major markets: France, Germany, the UK, and the US. Thousands of responses were delivered within 24 hours, allowing BoF to work on the analysis from the next day within YouGov’s data visualization and analytics tool. Alongside this, YouGov also fielded an Omnibus survey in China using YouGov Surveys: Serviced.
All the surveys were translated into the local language (where applicable). This enabled a wider, nationally representative group of respondents, rather than limiting the survey to just English-speakers. The population-level data added immense value for BoF Insights when calculating figures like market sizing and market growth for second-hand fashion.
Results
BoF gained valuable intelligence on the fashion resale markets in their five target countries. The survey results significantly contributed to their final 120+ page report and served as an attractive element when advertising the report as a new product from BoF. The report was well received, exceeding its audience and commercial targets.
Competitive analysis indicated that other research reports on second-hand fashion do not include weighted surveys that are nationally representative. The inclusion of YouGov’s representative data from five different markets was therefore notable for its geographic scope and ability to ascertain insights from general populations.
Client testimonial
"It was a delight to work with the YouGov team. Any inaugural report from a new division would be a high-pressure task, but the YouGov team succeeded with an incredible amount of grace. YouGov's global span was extremely useful and set it apart from other research providers. The comprehensive consumer opinion and behavioral data we obtained via YouGov was a vital component of the final report, and we were very pleased with the positive reception from clients and overall sales results."
- Diana Lee, Director of Research & Analysis at The Business of Fashion