Price is the primary concern for consumers, with 29% saying it is the most important factor when shopping, according to research by Kantar Worldpanel.
Of the nearly 11,000 shoppers surveyed, 33% of men and 25% of women put price at the top of their agenda. Fit is next on the list with 32% of women and 20% of men aged 18 to 65 saying it is the most important thing when buying clothes.
Look and quality both scored 20%, while brand was the most important thing for 2% of shoppers.
Only 1% of shoppers surveyed said clothes being on trend or ethical were the most important issues.
Kantar said retailers need to focus on changing room provision and range of products to improve fit, while brands may need to consider a focus on reducing inconsistency in sizing.
It also said retailers and brands place “undue weight” on branding as shoppers largely disregard this factor.