VOGUE commissioned YouGov to survey the glossy magazine market this week to find out just how the Vogue reader has changed her mind about fashion as the recession has taken hold.
As a result, they've sorted us, the "recession-centric consumers", into three categories:
The Die-Hards: Financially confident, they need to look good but they're aware that others might be in a less comfortable position. And they say things like: "I'm feeling the recession not so much economically, but more as a trend of paring back." They search out quality and are focusing on trusted, heritage brands.
The New Modests: "I am now buying more good quality items that I love and know will last" - they work on more intelligent shopping for versatile items. Statement pieces allowed.
The Reformed: "I'm having to do much more research into the products that I'm buying." They're these days taking a more thrifty attitude to fashion and beauty but maintaining a fundamental need to look and feel good.
After this year's survey - Vogue's biggest ever - there's no doubt that we're shopping greener, and leaner than before - but we've all still got our eye on the trends (and the vast majority of us still consider Vogue to be the primary source of knowledge about them - 73 per cent of women asked agreed that Vogue is "the fashion bible"). Meanwhile the heritage of the heavyweight brands is keeping them in our (albeit very carefully thought about) wishlists.
Quality is key and Vogue is where you expect to find it. The famous "black dress test" - for which respondents were shown a neutral black dress and asked to state how much they thought it would cost if they saw it in particular magazines is yet more proof. Women felt the dress would be of a higher value if they saw it on the pages of Vogue (average £831). (In fact it was by Herve Leger and cost £661.)
"The halo that surrounds Vogue's brand image burns brighter than ever before," says Stephen Quinn, publishing direct of the magazine. "Times are tough. But the market is not dead. Women want to look good despite the recession. They are still investing in fashion and beauty and luxury."
And our favourite quote of the survey? From Emma, a participant in the survey who from today will know herself as one of the New Modests: "It's OK to be redundant... it's not okay to look redundant."
