We just completed our third quarterly data capture for our fashion index and related tracking study, a.k.a., FIndex. We are very excited because we are starting to see a link between the results of our quarterly survey and retail sales. Our prior results from late October pointed toward a less than spectacular holiday selling season, which turned out to be true. This time around our College Fashionista respondents (we partner with CollegeFashionista.com and Indiana University's Center for Education and Research in Retailing for the FIndex) were more optimistic. Their optimism seems to be already reflected in slightly better retail sales this year.
More specifically, the College Fashionista respondents were more excited about this season’s merchandise than the holiday season’s merchandise last quarter. The percentage of respondents indicating that they were more excited or much more excited about this season’s merchandise, jumped from 78% last quarter to 86.6% this quarter. We also saw an upturn in the respondents’ perception of the innovativeness of new merchandise, with a quarter to quarter increase from 79% to 81.5% of the respondents indicating that this season’s merchandise is more innovative or much more innovative.
We are eager to collect and analyze the next couple of quarters’ results from the index to get a better idea of exact nature of the link between our survey results and retails sales. Stay tuned for our next round of results this summer. Click here for more details about the results.