AIS’ ‘Winning in the Belonging Economy’ playbook
A new survey has revealed opportunities for independent fashion retailers in the golden quarter. The data shows that 75% of consumers shopped more, or as much, at independent stores over the past 12 months, with shoppers aged 18-34 67% more likely to do so.
This trend also looks set to continue into 2027, with 41% of consumers expecting their spending in independent fashion stores to increase over the next year.
Commissioned by Associated Independent Stores (AIS) to celebrate its golden anniversary, the survey of 2,000 UK adult consumers examines attitudes to retail and the opportunities for independent stores in the current market.
The shift towards independent retail appears to be driven by the emergence of a ‘belonging economy’, with consumers prioritising a positive shopping experience and placing emphasis on product quality over price.
According to the survey, almost two thirds (64%) of consumers believe making more considered purchases that feel good is important during times of financial difficulty, while 61% consider feel-good retail to be more about quality than price.
The top three drivers for shopping with independents align with this. 31% cited a want to support the local community, closely followed by better customer service (29%) and unique or distinctive products (28%).
Sue Kemp, Managing Director of AIS, said: “It’s no secret that times are hard for the high street. However, our research reveals a shift towards a more traditional, more intentional way of shopping. Consumers are rejecting homogeneity in favour of unique shopping experiences that help them enjoy the act of shopping as much as their purchase itself. This presents a huge opportunity for independent stores to take the lead in the next phase of retail.
“This means merchandising by lifestyle, not just category and price, and pushing that sense of discovery in every aspect of your store – customers want to be sold the dream behind a particular product, and independents are uniquely positioned to deliver just that.”
The findings from AIS’ survey have been consolidated into a playbook for independent retailers, Winning in the Belonging Economy, which explores the results in more detail and maps out clear actions that independent retailers can take to capitalise on these opportunities. The playbook also includes case studies on prominent AIS Members, such as Jarrolds in Norwich and Bradbeers in Romsey and Salisbury, which are already using these strategies to their advantage.
