Demand Index shows how UK fashion brands can build desirability


House 337 has launched The Demand Index – a new series of sector-specific reports, the first of which is dedicated to how fashion brands can drive growth by creating desirability.

Called Fashion driving growth through desirability: Who is winning, why and how to join them, the report contains the findings of the first nationally representative survey of UK fashion brands post-pandemic now facing a cost-of-living crisis.

The Demand Index

The report leverages critical data gathered from the UK’s top 40 fashion brands. A panel of branding experts, futurologists, business leaders, publishers and social platforms were invited to challenge and interpret the findings.

The result is a comprehensive look at how many of the UK’s leading fashion retailers are underperforming on the key metrics that drive desirability: the brand itself, the experience of the customer, and the ability of the product to live up to expectations.

Each of the 40 brands in the Index has a bespoke scorecard, featuring 36 individual performance-based demand metrics to enable brands to measure performance and take corrective action.

Fashion icon: House 337 launches first in a series of special reports.

Six macro-themes emerged, which are extensively explored in the report:

  • Warm is the new cool: inclusivity supersedes exclusivity
  • Cost per wear drives purchase decisions: perceived quality emerges as most important drive of desirability
  • Brand experience is key to memorable marketing: compelling experiences are essential to stand out
  • Customers align with communities that cross-demographic boundaries: consumers now prefer communities to identity tribes
  • Sustainable fashion has reached its tipping point: expectations have risen, but systems need to adapt and consumers need to change their behaviour
  • Earn right to play in digital spaces: high street brands are failing to deliver on the fundamentals of omnichannel experience

Zara Ineson, Executive Creative Director at House 337, said: “Today’s consumers want a deeper connection to the brands they invite into their lives and wardrobes. What were radical brand behaviours five years ago are now the baseline. 

“CEOs and marketers need to be bold to succeed in such a turbulent, yet hugely innovative, time for fashion retail. 

“There isn’t one magic bullet – desirability is a sum of parts. Brands should be working with their creative partners to solve business problems in a more lateral way.”

Sam Sheterline, with over ten years of expertise in driving brand and business growth for the likes of M&S, F&F, Dr Martens, Mr Porter & This Works, during his time on the leadership team at fashion & lifestyle specialist ODD, moves into his new role as Executive Director, Fashion, Wellness & Lifestyle at House 337. 

Sheterline will report to House 337 CEO Phil Fearnley.

“We are living through a period of fear and confusion, but disruption brings great opportunity”, Sheterline said. 

“The findings from this report are the perfect provocation for brands to take a step back and reassess what it takes to shape and win the future. 

“At House 337, we’re perfectly placed to help brands on this journey. We believe the power of creativity can make the future better for their people, customers and planet.”

House 337 is a creative collective formed by the merger of Engine Creative with lifestyle specialist creative agency ODD Group. 

Launched earlier this month, its services for brands include leveraging House 337’s award-winning heritage in Advertising & Communications, Brand Consulting; Experience Design; Communities & Content, Ethical Consultancy and Product Innovation.