Where fashion’s going wrong – brands need to target the right emotions​

​It’s been a tricky few seasons for fashion but retailers can’t keep blaming the weather for struggling sales. We’ve interviewed 4,000 women to take a fresh look at the market through the lens of ABA’s 5Drivers – delivering a sharper read on the emotions retailers need to dial up to win over the hearts of UK consumers.

We’ve used emotions to segment the UK female fashion market – with 5 clear consumer types emerging. See how they shop and how the brands they love are hooking them in: