Shoppers falling out of love with high street: Survey

Commoners find it frustrating to find rails full of next season's products rather than current season stock courtesy major fashion weeks, says a survey.

The London Fashion Week is currently underway, and designers are showcasing spring-summer 2015 trends, whereas the demand is for autumn-winter collections.

The survey, carried out by leading British e-tailer BrandAlley, has revealed that 48 percent of shoppers in the nation are frustrated due to this.

Of those surveyed, 44 percent highlighted a difficulty in finding summer holiday clothes and accessories at the height of summer, reports femalefirst.co.uk.

Unable to find what they need on the high street, 80 percent of shoppers are hence turning to online retailers to find what they need, despite their frustrations with being unable to try on products before they buy and for having to pay delivery costs.

Also, 75 percent of the survey's respondents said that their preferred way of shopping in the future will be online. This, in a way, supports an ongoing debate surrounding the decline of the high street.

A staggering 85 percent of those surveyed agreed that it is time for high street retailers to break away from the traditional seasonal buying calendar to meet the needs of consumers by stocking-season appropriate products.

"It is important for high street stores to reconsider their buying tactics if they want to keep up with consumer demands. Consumers will always enjoy the experience of shopping on the high street but if they can't find what they are looking for more and more will desert the high street in favour of online retailers who offer them relevant stock all year round," said Melissa Littler, marketing director, BrandAlley.

"With the consumer becoming more accustomed to having what they want, when they want it, it is time for high street retailers to look outside of the traditional buying calendar," Littler added.