Womenswear sales at 10-year low

Selling clothes to women is a tough task, with spending on womenswear recording its lowest growth for a more than a decade last year.

A new survey by retail consultancy Verdict shows that spending on womenswear grew by 0.8% in 2000 over 1999.

Verdict says although shops have responded by slashing their prices, shoppers have been unmoved by this.

The firm says 85% of women surveyed said they did not believe value for money had improved over the past year.

And it says if the market is to stage a comeback, style, quality and merchandising are going to have to improve.

However, despite the subdued market, Verdict says 2001 promises to be the most dynamic year for many years in the womenswear market.

It says new management teams at BhS, Arcadia - the Top Shop-to-Dorothy Perkins group - and Marks & Spencer are under severe pressure to perform.

And C&A's exit from the high street will provide those which remain with the chance to grab its former customers.

Verdict says that in order to survive in the cut-throat industry, womenswear retailers must improve innovation, move away from aggressive price cutting, and strengthen communication of brand values to persuade people to shop at one retailer rather than another.