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03.05.2013
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
1
Men and fashion survey
Project Characteristics
03.05.2013 2
Project Men and fashion survey
Goal Measuring sponsoring awareness and effect of sponsoring
Countries DE, CH, BE, NL, FR, FI, NO
Survey period 16.04.2013 – 21.04.2013
Sample description Men, aged between 18-49 years
Sample size n = 3.500,
(500 respondents per country)
Method Online Survey via Consumer Panel Respondi AG
Contact anne.strauss@zalando.de
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Executive summary
303.05.2013
• Men in BE, FI and NO don‘t seem as fashion interested as men from the other countries
• More than half of the respondents from FR generally wait until clothes and shoes are reduced before buying them• More than half in DE, CH and NL buy clothes/shoes immediately if they really like it
• In all countries the partner is the most trusted source for fashion advices• 42%/43% in FI/NO don‘t need advice when it comes to fashion
• Half of the respondents from DE and CH state that they talk about fashion• If men talk about fashion it’s mainly with the partner or friends
• Most men in all countries don‘t have a fashion icon
• A men‘s skirt is the worst fashion no go across all countries• One third of the respondents from FI think that a man can wear anything he likes
• Men in DE and CH own the most pairs of shoes with 10 pairs on average
• Blue Jeans is the all time favorite fashion item in all countries• Black and blue are the most favorite colors for fashion
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Do you like shopping clothes/shoes?
03.05.2013 4
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Do you like buying clothes/shoes for yourself ?
70%66%
39%
61%
71%
35%
30%34%
62%
39%
29%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
No
Yes
No data for FI
Buying clothes/shoes need driven?
03.05.2013 5
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Do you buy clothes/shoes only if you need them?
41% 44%
62%
51% 53% 56% 52%
51% 47%
29%41% 37%
40%42%
8% 9% 9% 8% 11%4% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
no requirement needed tobuy clothes/shoes
spontaneous purchasesare possible
only if required
Immediate purchase or waiting for reduction?
03.05.2013 6
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Do you wait until clothes/shoes are reduced ?
62%
56%
46%
50%
39%
45%
44%
30%
39%
43%
41%
57%
44%
46%
9%
6%
11%
10%
4%
11%
11%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
If I really like it I buy itimmediately
I'll wait until it is cheaper
Don't know
Accepted fashion advice
03.05.2013 7Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
64%
26%
28%
1%
1%
22%
0% 100%
I don't need
advices
when it
comes to
fashion
partner
friends
family
fashion
magazines
online
fashion
blogs and
websites
64%
17%
18%
1%
1%
23%
0% 100%
62%
18%
17%
4%
1%
25%
0% 100%
60%
28%
24%
2%
1%
25%
0% 100%
44%
17%
16%
1%
1%
42%
0% 100%
65%
21%
24%
4%
1%
22%
0% 100%
37%
25%
15%
7%
3%
43%
0% 100%
Whom do you trust when it comes to fashion advice? – multiple answers were possible
Fashion Icon existent?
03.05.2013 8Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
4% 6% 4% 6% 8%4% 5%
96% 94% 96% 94% 92%96% 96%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
No
Yes
Do you have a fashion-icon?
Fashion Icons
03.05.2013 9Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Fashion-icons open answers
(Here respondents who answered with
“yes” on the slide before)
n=20 n=29 n=21
n=29n=36
n=18 n=21
Opinion of fashion-conscious men
03.05.2013 10
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
What do you think about fashion-conscious men.
17%
17%
8%
6%
17%
13%
7%
30%
31%
21%
26%
29%
21%
20%
47%
44%
48%
51%
46%
53%
54%
5%
6%
9%
8%
4%
8%
10%
2%
3%
14%
10%
5%
5%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
DE
CH
BE
NL
FR
FI
NO
Great
2
I don't care
4
I despise fashion
Importance of fashion minded women
03.05.2013 11Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
How important do you find fashion minded women?
45%
50%
59%
41%
55%
48%
42%
54%
47%
40%
57%
41%
50%
56%
1%
3%
1%
2%
4%
3%
2%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
More important thanfashionminded man
As important as for men
Men should be morefashionminded than women.
Importance of fashion aspects
03.05.2013 12Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
8%4% 3% 4%
9%4% 5%
17%
16%12%
17%
24%
20%12%
20%
20%23%
25%
21%
19%
24%
40%42%
38%
39%
32%
38%38%
16% 19%25%
15% 14%19% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important
4% 3% 2% 3%7%
0% 1%
10% 11%7%
12%
18%
6% 6%
20% 22%
21%
28%
23%
12%
20%
42%42%
44%
41% 35%
42%
48%
24% 22%26%
16% 17%
41%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Specific brands Most current trends
How important do you find the following about clothing and shoes?
Importance of fashion aspects
03.05.2013 13Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
33% 35%30%
16%
45%41%
33%
39%41%
37%
41%
35%37%
41%
25%20%
27%
35%
16% 19%21%
3% 3%5% 6%
3% 2% 3%1% 1% 2% 2% 1% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important
13%7%
3% 5%12%
6%10%
23%
21%
15%
22%
22%
15%
23%
24%
26%
26%
36% 25%
19%
31%
29%33%
38%
28%
28%
41%
26%
11% 13%19%
8%13%
19%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Good quality Individual style
How important do you find the following about clothing and shoes?
Importance of fashion aspects
03.05.2013 14Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
17% 16%10%
14%19%
13% 12%
30% 30%
30%30%
30%
28% 26%
35%35%
40%
41% 31%
30% 36%
15%14% 14%
9%14%
21%16%
4% 6% 6% 4% 6% 8% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important
That everything fits together
How important do you find the following about clothing and shoes?
Talking about fashion?
03.05.2013 15Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
50% 50%
31%
47% 44%
35%
13%
50% 50%
69%
54% 56%
65%
87%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
No
Yes
Do you talk about fashion?
64%
46%
14%
28%
61%
22%
17%
35%
1%
0% 100%
Talking about fashion withL
03.05.2013 16Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
69%
53%
25%
19%
59%
37%
22%
46%
0%
0% 100%
Best
female
friend
partner
family
parents
Own
children
friends
With whom do you talk about fashion? – multiple answers were possible (Here respondents who answered with “yes” on the slide before)
Best male
friend
colleagues
others
66%
39%
10%
22%
52%
22%
15%
44%
0%
0% 100%
70%
46%
19%
24%
54%
21%
15%
33%
1%
0% 100%
62%
43%
17%
15%
53%
23%
18%
42%
1%
0% 100%
58%
33%
15%
11%
64%
27%
8%
40%
2%
0% 100%
58%
33%
9%
13%
70%
34%
8%
48%
0%
0% 100%
Low sample
size fo NO!
n=64
Feeling uncomfortable when receiving compliments?
03.05.2013 17
Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
Do you feel uncomfortable receiving compliments for your outfit?
8%
6%
5%
8%
7%
6%
6%
8%
7%
9%
7%
8%
7%
11%
39%
34%
46%
43%
37%
50%
39%
44%
52%
38%
38%
45%
35%
43%
1%
1%
2%
4%
3%
2%
2%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
Yes
Compliments of men areawkward
I don't care
No, that pleases me
No, that's my aim
A compliment by whom is more pleasing?
03.05.2013 18Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
47%
48%
5%
A compliment of who is more pleasing?
57%
1%
42%
42%
56%
2%
45%
51%
4%
57%
2%
41%
40%
3%
57%
44%
2%
54%
DE
FRBE
NL
CH
FI
NO
Women Men both genders equally
Complimenting on perfect outfitL
03.05.2013 19Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
83%
50%
50%
52%
33%
10%
15%
6%
0% 100%
Even
strangers if
I really like
the outfit
partner
friends
Close
friends
family
My boss
colleagues
No one
82%
47%
42%
54%
35%
10%
16%
6%
0% 100%
75%
35%
33%
51%
20%
6%
8%
11%
0% 100%
72%
47%
36%
48%
30%
8%
11%
10%
0% 100%
77%
37%
35%
41%
23%
5%
7%
9%
0% 100%
66%
41%
36%
40%
30%
12%
15%
18%
0% 100%
61%
53%
32%
45%
39%
12%
11%
16%
0% 100%
Who would you compliment on a perfect outfit / piece, or nice shoes? – multiple answers were possible
Fashion no-gos for men
03.05.2013 20Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
13%
10%
6%
4%
5%
6%
4%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
40%
33%
35%
43%
41%
13%
42%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
14%
16%
18%
18%
13%
12%
8%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
What, according to you, should a man never wear? – multiple answers were possible
A silk scarfMen’s purse/bagFlip Flops
Fashion no-gos for men
03.05.2013 21Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
6%
5%
4%
5%
5%
8%
26%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
2%
2%
2%
3%
3%
2%
2%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
9%
8%
6%
15%
4%
2%
3%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
What, according to you, should a man never wear? – multiple answers were possible
Sleeveless shirt Shirt with short sleeves Sandals
Fashion no-gos for men
03.05.2013 22Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
13%
9%
12%
5%
4%
8%
15%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
46%
53%
58%
49%
56%
42%
51%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
54%
54%
62%
56%
59%
48%
58%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
What, according to you, should a man never wear? – multiple answers were possible
Salmon-colored polo shirts Make-up Men skirts
Fashion no-gos for men
03.05.2013 23Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
36%
23%
12%
2%
20%
22%
16%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
12%
18%
17%
22%
17%
33%
17%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
A man can wear anything he
likes
What, according to you, should a man never wear? – multiple answers were possible
Short suit trousers
Men’s accessories and frequency of wearing them
03.05.2013 24Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
2%
8%
2%
5%
6%
4%
4%
31%
40%
27%
33%
39%
46%
47%
53%
43%
54%
50%
44%
40%
43%
11%
7%
15%
12%
11%
8%
6%
2%
1%
2%
1%
1%
1%
1%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO Always
Often
Some times
Not at all
Would never cometo my mind
4%
4%
3%
3%
3%
6%
2%
12%
20%
15%
9%
18%
29%
14%
42%
50%
48%
35%
54%
52%
52%
34%
21%
29%
41%
24%
11%
29%
8%
5%
5%
12%
2%
2%
3%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
sun glasseshat/cap
How often do you wear these accessories?
Men’s accessories and frequency of wearing them
03.05.2013 25Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
1%
0%
1%
1%
2%
1%
2%
15%
17%
16%
7%
26%
22%
16%
59%
52%
57%
39%
48%
48%
49%
20%
25%
20%
38%
21%
25%
29%
6%
6%
6%
14%
3%
4%
4%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO Always
Often
Some times
Not at all
Would never cometo my mind
0%
0%
1%
0%
1%
0%
1%
4%
4%
4%
5%
7%
7%
2%
22%
19%
16%
14%
21%
19%
9%
50%
55%
57%
53%
54%
53%
64%
24%
22%
22%
28%
17%
21%
25%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
scarf shawl
How often do you wear these accessories?
Men’s accessories and frequency of wearing them
03.05.2013 26Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
5%
5%
1%
5%
8%
3%
3%
10%
11%
16%
11%
13%
12%
15%
22%
19%
57%
18%
21%
31%
46%
41%
46%
20%
44%
39%
43%
31%
22%
18%
6%
22%
19%
12%
5%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO Always
Often
Some times
Not at all
Would never cometo my mind
49%
53%
52%
37%
46%
30%
39%
11%
11%
10%
11%
16%
13%
14%
19%
13%
14%
18%
16%
20%
21%
19%
20%
22%
31%
21%
35%
26%
2%
3%
2%
4%
2%
2%
1%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
bag watch
How often do you wear these accessories?
Men’s accessories and frequency of wearing them
03.05.2013 27Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
6%
9%
6%
7%
15%
3%
3%
7%
6%
3%
7%
10%
4%
4%
16%
19%
17%
18%
18%
16%
16%
50%
49%
55%
51%
49%
61%
63%
21%
17%
20%
17%
9%
15%
15%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO Always
Often
Some times
Not at all
Would never cometo my mind
13%
15%
11%
22%
13%
7%
9%
5%
6%
5%
7%
5%
3%
4%
10%
15%
12%
14%
12%
17%
15%
57%
52%
61%
46%
59%
63%
64%
15%
12%
13%
11%
11%
10%
9%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
How often do you wear these accessories?
braceletsring
Men’s accessories and frequency of wearing them
03.05.2013 28Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
17%
25%
17%
20%
21%
21%
13%
6%
7%
3%
8%
9%
4%
4%
14%
16%
12%
19%
14%
21%
20%
46%
42%
54%
43%
49%
47%
54%
17%
11%
15%
11%
8%
8%
9%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO Always
Often
Some times
Not at all
Would never cometo my mind
11%
16%
2%
11%
6%
8%
4%
2%
3%
1%
4%
2%
1%
2%
4%
4%
1%
8%
3%
4%
5%
47%
48%
47%
50%
55%
50%
63%
36%
30%
48%
27%
34%
37%
26%
0% 20% 40% 60% 80% 100%
DE
CH
BE
NL
FR
FI
NO
necklaces Ear rings
How often do you wear these accessories?
None of
these
25% 32% 8% 7% 13% 12% 21% 17% 1% 1% 16% 18% 17% 14%
31% 34% 7% 8% 12% 12% 17% 18% 1% 2% 17% 17% 14% 11%
34% 35% 9% 8% 11% 12% 18% 18% 0% 0% 13% 13% 14% 13%
18% 20% 8% 8% 5% 9% 31% 28% 2% 1% 21% 21% 15% 14%
40% 38% 5% 6% 15% 15% 17% 19% 1% 1% 11% 13% 11% 9%
18% 21% 4% 6% 21% 22% 19% 18% 2% 1% 14% 13% 23% 20%
14% 16% 5% 3% 18% 15% 25% 27% 1% 1% 16% 18% 20% 19%
Which Outfit would you wear on a first date and which one to meet your future in-laws?
03.05.2013 29Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
In which outfit would you might go to a first date? Which outfit would you choose for a first visit to the parents of your partner?
Average numbers
of shoes at home
Average cost of the
most expensive pair
10 pairs 181,41 €
10 pairs 291,93 €
6 pairs 153,87 €
6 pairs 208,52 €
6 pairs 153,53 €
8 pairs 145,71 €
9 pairs 249,57€(1919,66 NOK)
Men and shoes
03.05.2013 30Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
How much where your most expensive pair of shoes? – open question
How many pair of shoes do you have at home at the moment? (Only your shoes) – open question
Most expensive clothing piece on average
03.05.2013 31Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
How much was your most expensive clothing piece? And what was it?
361€
597€
290€
347 €
252€
368€
(4712 NOK)
618€
Favorite clothing item?
03.05.2013 32Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
17%
5%
12%
12%
11%
3%
6%
7%
2%
0%
1%
2%
5%
25%
0% 50%
Jeans
Trousers
Suits
I don't have a
favorite item
Do you have one or more favorite clothing items? From which category comes your favorite clothing item?
T-shirts
Shirts
Shoes
Jumpers &
Cardigans
Jackets
Coats
Swimwear
Underwear
Accessoiries
Sports
clothing
13%
5%
6%
13%
13%
5%
3%
8%
2%
0%
1%
0%
6%
24%
0% 50%
10%
5%
6%
7%
15%
5%
5%
6%
2%
0%
2%
1%
3%
31%
0% 50%
17%
5%
12%
12%
11%
3%
6%
7%
2%
0%
1%
2%
5%
25%
0% 50%
16%
5%
2%
13%
7%
6%
3%
7%
2%
0%
3%
1%
10%
24%
0% 50%
13%
5%
7%
11%
13%
6%
5%
6%
3%
0%
3%
1%
4%
23%
0% 50%
10%
6%
3%
13%
9%
4%
5%
8%
2%
0%
0%
1%
7%
31%
0% 50%
All-time favorite fashion item
03.05.2013 33Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
4%
17%
3%
15%
60%
12%
10%
0% 100%
1%
17%
4%
5%
51%
16%
9%
0% 100%
2%
18%
3%
7%
53%
18%
13%
0% 100%
2%
15%
6%
10%
53%
11%
7%
0% 100%
3%
21%
4%
6%
51%
18%
23%
0% 100%
2%
18%
5%
6%
53%
17%
3%
0% 100%
4%
10%
6%
14%
63%
15%
7%
0% 100%
Trends come and go. What is your all-time favorite, that you always wear, no matter what trend it is? – multiple answers were possible
Converse
Chucks
Leather
jacket
Tracksuit
top
Sweat
jacket
Blue
jeans
Suits
Hat/
cap
54%
9%
3%
13%11%
33%
3%
4%
9%
2%
6%
11%
2%
2%
21%
0% 100%
Favorite clothing color
03.05.2013 34Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
35%
6%
3%
9%
9%
39%
2%
1%
6%
2%
3%
6%
0%
1%
24%
0% 100%
Lila
Brown
I don't have
a favorite
color. What is your favorite color when it comes to clothes? – multiple answers were possible
Pink
Black
Grey
Beige
Blue
White
Turquoise
Green
Petrol
Yellow
Red
Orange
43%
9%
10%11%10%
43%
3%
3%
5%
3%
4%
7%
1%
3%
18%
0% 100%
28%
6%
5%
13%
5%
45%
2%
1%
5%
1%
2%
8%
0%
2%
20%
0% 100%
32%
4%
2%
5%
7%
37%
2%
3%
3%
1%
1%
5%
2%
2%
23%
0% 100%
40%
8%
8%
13%
9%
35%
2%
1%
2%
1%
2%
6%
2%
3%
20%
0% 100%
42%
10%
5%
16%13%
46%
2%
1%
8%
2%
4%
11%
2%
3%
21%
0% 100%
Fashion self-confidence
03.05.2013 35Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
40%
50%
40%48% 51%
30%26%
23%
22%
20%
18%17%
45% 53%
37%
28%
40%34% 33%
26%21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Don't know
No
Yes
Would you describe yourself as being stylish and having a good taste?
Brand awareness of clothing and shoes
03.05.2013 36Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
24% 22%28%
34% 31% 34%
20%
52%50% 39%
41%40%
47%
46%
23%29%
33%26% 29%
19%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
No, I don't knowit
More or less
Yes, obviously
Do you always know which brands you're wearing and where you bought your clothing or shoes?
Average expenses for clothes per month
03.05.2013 37Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
How much do you spend in average per month on clothing?
101.00
127.00
95.00
108.00
88.00
57.00
103.00
- 50.00 100.00 150.00
DE
CH
BE
NL
FR
FI
NO
€€€
€
€
0€
€
€
€
€
€
Importance of life aspects
03.05.2013 38Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
9% 7%3%
10%5% 4% 4%
26%20%
12%
23%
13% 15% 16%
39%
37%
43%
45%
36%29%
38%
24%
30%
32%
19%
38%44%
35%
3% 5%10%
3%8% 8% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important
19%13%
9%15% 13% 13% 14%
36%
32%
23%
28%25% 26%
30%
34%
37%
47%
40%
41%36%
38%
11%17%
19%14%
18%22%
15%
1% 1% 3% 3% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Fashion/shoes Technology (e.g. multimedia, computer, gaming)
How important are the following aspects in your life?
Importance of life aspects
03.05.2013 39Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
10% 7% 6%10% 7% 10% 7%
23%
16%12%
17%
13%
18%17%
33%
33%40%
34%
37%27% 38%
27%
31% 31%30%
32%29%
29%
8%13% 12% 10% 11%
16%10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important
21% 19%
9%14% 13% 15% 12%
21%19%
21%
24%
16%
22%25%
29%30%
34%
34%
32%
26% 27%
21% 25%
23%
21%
27% 26% 21%
8% 8%13%
8%12% 11%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Cars Sports
How important are the following aspects in your life?
Importance of life aspects
03.05.2013 40Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
26%23%
13%21%
17%24%
19%
38%
37%
38%
40%42%
36%
37%
30%35%
40%
32% 35%29% 35%
5% 5%9% 5% 6%
10% 8%
1% 1% 1% 2% 0% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important68%
58%54%
48%
57%61% 62%
17%
25%29%
25%
25% 17%21%
10% 13% 13%
22%12%
14%14%
4% 4% 3% 4% 5% 6%3%1% 1% 1% 2% 1% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Hobbies Family
How important are the following aspects in your life?
Importance of life aspects
03.05.2013 41Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)
33%26% 23%
27%
18% 19% 20%
31%
32%
30%
32%
26%
35%39%
25%28%
32%
35%
36%
28%
32%
7% 9% 9%
4%
13% 12%
8%5% 5% 6%
3%8% 7%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DE CH BE NL FR FI NO
Absolutely notimportant
Rather unimportant
important
more important
very important
Job
How important are the following aspects in your life?
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