MidBritain - Insight into the UK's Superconsumers

Read what MidBritons had to say about Fashion and Beauty. You'll be surprised how much you can relate to them on this one! 

MidBritons are style conscious and think that it’s important to spent time taking care of their appearance

• Three-quarters of MidBritain females feel it’s important to look good, and the majority have a daily beauty regime.
  
  
• 9 in 10 women like a ‘man who takes care of his appearance’, so it’s no surprise that over half MidBritain males agree that its important to them to look good and a third have a regular grooming routine.

• 1 in 3 MidBritons enjoy shopping and love treating themselves to designer brands
• 4 in 10 men and 6 in 10 women really love shopping for new clothes, accessories or beauty products.
• Most women mix and match high street brands with designer brands especially when it comes to beauty products and clothes.
• 1 in 4 men treat themselves to designer clothes and enjoy buying aftershave, clothes and sunglasses.

However, a third of MidBritons think it’s important that other people have a sense of style as well and buy luxury gifts as their first choice

• Women mostly buy aftershave and watches as gifts
• Men typically buy perfume and jewellery as gifts.

MidBritons spend a significant amount on keeping their wardrobes up-to-date

• Overall MidBritons have 397 million pairs of shoes – 100 million more than the USA produce every year!
• On average each MidBritain woman owns 18 pairs of shoes. The average cost of each is £108, but they would consider spending up to £144.
• 1 in 4 MidBritain men have a designer watch and on average each watch costs £530. But for the right watch they would be willing to pay double that amount!

Top 3 designer brands bought by women

• Clinique
• Estee Lauder
• Chanel

Top 3 designer brands bought by men

• Hugo Boss
• Ralph Lauren
• Chanel

Other brands that have high consideration levels include Clarins, Elizabeth Arden for women, Armani and Rolex for men, and YSL is a favourite for all!

Source: BRMB; Base: 1,327 MidBritain Mail Readers; Survey date: August 07