More than half of BHS shoppers also shop at M&S, while 41% shop at Debenhams, found the Verdict How Britain Shops survey of 10,000 people earlier this year.
Administrators Duff & Phelps confirmed today that they could not secure a buyer for the chain and its portfolio of stores, which will consequently start to wind down over the next few weeks.
Where BHS clothing shoppers also shop for clothing
“BHS’ clothing proposition has become ever more irrelevant over the years, and many of its clothing shoppers have already defected to more agile competitors, leading to its market share more than halving in the ten years to 2015,” said Patrick O’Brien, content director at Verdict Retail. He suggested customers will turn to Marks & Spencer and Debenhams following BHS’s demise.
The report shows that BHS shoppers also frequent retailers including Next and Primark, as well as looking to supermarket clothing ranges like George at Asda, F&F at Tesco and Tu at Sainsburys.
The customer base is mainly female (68%) with the majority in the 45-54 age bracket, the survey found.
BHS customer profile, 2016
The West Midlands accounts for the biggest share of BHS shoppers by regional breakdown at 12.4%, followed by the East of England and the Southeast, both at 11.7%, the Northwest at 11.1% and 10.7% in London.
BHS regional breakdown of customers 2016
Source: All data courtesy of Verdict Retail.