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Men prefer quality and brands and women the trend and sales

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Men prefer quality and brands and women the trend and sales

Although men also use the Internet to consult about fashion, it is women who buy the most through the Internet There is no middle ground when Spaniards express their opinions about fashion: either they find it totally indifferent or they consider it the best way to express their identity. This is reflected in the results of the latest AIMC Brands study , which also includes the main conclusions about which are the predilections of  poland cell phone numbers to wards this type of products, the sales channel, the type of garment or what makes them decide when purchasing one or the other. The AIMC Brands is a study prepared by the Association for Media Research (AIMC) since 2003 and which bases its results on more than 10,000 valid interviews. The study offers data on the lifestyle habits and attitudes of Spaniards towards consumption, both in general and towards certain brands and products.The study on the consumption of fashion items, accessories and footwear has been carried out throughout 2013.

Indifference or way of expressing themselves In the attitude that Spaniards show towards fashion, there are two clearly differentiated positions: those who say that fashion is indifferent to them (42.0%), compared to 35.6% who say that fashion is a way of expressing themselves. This last opinion has been forged over time, since in 2004 only 19.3% of those interviewed opted for this option, compared to 35.6%. These differences can also be observed taking into account a geographical criterion: while Navarrese (57.9%), Cantabrian (53.2%) and Rioja (52.2%) show the greatest indifference towards fashion trends Extremadura (44%), Murcian (42%) and Asturian (39%) are the ones who in the highest percentage say that clothing helps them to express themselves.


When it comes to acquiring fashion items, motivations vary according to gender: while for women fashion or offers and / or sales are important, men take more into account the quality or whether the garment is branded. Overall, and without making distinctions by sex, the price, in 71.5% of the cases, is also a determining factor. Other determining factors that are also taken into account by consumers are comfort (57.9%) or that the Forex Email List  garment does not need special care (13.0%). 40.8% of those surveyed define their style as practical, comfortable and informal. These data contrast with the 23.4% who opt for a classic or conventional style. The styles that are least adopted by the interviewees are the striking (0.4%) and the sexy (0.3%).

Decrease in purchases The AIMC Brands data reflects a decrease in purchases made by women for themselves, both in terms of footwear and fashion garments. 73% of the women surveyed claim to have made a purchase of footwear in 2013, which represents a decrease of 5.3% compared to the figures for 2012. The data is very similar in terms of purchases of fashion items: 75 , 7% affirm that they have purchased one of these products, which is lower than the 76.3% of the previous year. These decreases are also reflected if we break down purchases by type of product, practically all of them reflect a decrease in blazers, which present the highest data in the historical series since 2003: 25.4%. This means an increase of 5.4 points with respect to 2012. The greatest decrease is registered by jacket suits: while in 2003 31.9% of the respondents claimed to have bought one, in 2013 this percentage was reduced to 10, 3%, with a tendency to continue decreasing.

As with women, men also register a decrease in the footwear data they buy for themselves. During 2013, 50.8% of men bought at least one pair of shoes, which means a decrease of 2.3 points compared to 2012. However, with regard to clothing purchases, there is an increase of almost one point (from 57% in 2012 to 57.8% in 2013). Data from the AIMC Brands show that men are increasingly concerned about buying clothes for themselves: although 38.9% of men still buy their clothes from them, this figure is 15.6% lower than what is registered in 2003. Fall in the perception of spending We are spending less and less on fashion items, or at least that is the perception that consumers have. While in 2004 11.6% of those surveyed acknowledged that they spent a lot on clothing, this figure drops to 8.2% in 2013. In the last two years, there has also been a drop in loyalty data for brands that we like them the most (36.4% in 2013 compared to 39.8% in 2011) and when buying garments from recognized brands (13% in 2013 compared to 15.7% in 2012).

The data recorded in the AIMC Brands study dismantles one of the great myths of fashion consumers: they love to go out of stores. Only 28.6% of those surveyed recognize it this way. This difference is enlarged if we compare the data of men (13.9%) with those of women (42.4%) and if we evaluate them according to age: from the age of 35 this percentage drops drastically, from 41 , 1% of the respondents between 25 and 34 years old to 28.3% of the respondents between the ages of 35 and 44 years. The changing room, in the living room Over time, the Internet has become more relevant as one of the means most used by Spaniards to inform themselves and comment on trends and fashion products, accessories and footwear. According to the data recorded in the AIMC Marcas study, 30.7% of the population used the Internet for this use throughout 2013, representing an increase of 6.2 points compared to the previous year. The 2013 figures mark an even more notable difference if we compare them with those of the first AIMC Brands study carried out in 2003, when the percentage of consultations for fashion information on the Internet stood at 2.1%.

The Internet is a medium that users not only use to inform themselves and exchange opinions, but it is also increasingly positioned as a sales channel that is on the rise. While the 2012 study shows that 10.4% of Spaniards made purchases through the network the previous year, this figure rises to 12.8% in the 2013 study. Women (13.9% ) consume more on the Internet than men (11.6%), especially if they are in the age range between 20 and 44 years. The number of comments that have been made on the Internet remains practically stable compared to the previous year (0.2 points less than in 2012). Most of the comments registered on the network correspond to women, most of them young. Especially noteworthy is the activity of Canarian Internet users, who with 14.1% far exceed the national average of 6.2%.

Concern about how we look Both men and women increasingly recognize (24.9%) that they worry about going out together on the street (eg dress and jacket, suit and tie?). The data referring to the opinion that others have of us also reflects this trend: although the majority still say that they do not care what the rest think of their appearance (54.4%), this figure is about to be equal with those who do take into account the opinions of others. Elegance is a subjective aspect that during 2013 has registered a lower valuation than the previous one (48% compared to 63.1%), despite the fact that until 2012 it was a factor to be taken into account and in a growing way. The relevance given to the use of fur coats has also decreased: only 5.1% of those surveyed in 2013 recognized wearing them (compared to 9.4% in 2004). If the data is broken down by age, this 5.1% falls among the youngest to 4% and increases to 8.6% among those over 65 years of age.

What is AIMC Brands and how is it made AIMC Marcas published its first edition in 2003 and since then it has become an indisputable source for providing extensive information on both brand and product consumption, as well as attitudes and opinions in relation to the media audience. The AIMC Marcas study, available exclusively to AIMC associates, is held annually and the results are based on approximately 10,000 interviews. This type of study combines information on the population’s exposure to the media, their consumption for a long list of products and brands, their lifestyles and their attitudes towards consumption, the media themselves and society. Its use as an instrument of segmentation and analysis, definition of very precise targets, etc., in order to optimize advertising strategies and the commercial policy of the media is becoming more essential every day.

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