Today, consumer behavior has changed. And BBC article also reveals the observation and thinking caused by the change of the reporter's own consumption habits, which is very worthy of the domestic retailers to learn and think. When I was a child, I clearly remember to buy new clothes and overcoats at the end of the summer vacation at the end of the summer vacation. It was just the time of autumn. This is our consumption pattern.

      But now it seems that the shopping patterns of British shoppers are changing differently. Consumers are waiting for the season's sales, then purchasing, and consumers hold their consumption until they really need them. This has directly led to a drop in sales.

     According to Kantar worldpanel data, the total retail sales value of 2016 fell by 2% compared to 2015. The decline in sales involves all categories of clothing, including children.

     When consumers become more flexible when purchasing goods, stores' inventory becomes more and more uncontrollable. They often need discount for goods to digest inventory.

     "Many retailers have fallen into the plight of the change in the mode of consumer purchase. These companies still stay in a rigid, seasonal purchase cycle that can't be reflected in the real way consumers buy. Glen Tooke, the director of Kantar's consumer insight, said

     "This is the biggest decline that the market can see since August 2009. The total sales value fell by nearly 750 million pounds in the 52 week of December 18, 2016, which has caused serious concern.

     A game like a twinning demon

     Richard Hyman, a retail analyst, also agrees that shoppers have shifted their attention from the original seasonal shopping when they buy them.

     "There are twin demons like games, retailers' discounts are continuing, but retailers don't know enough about what their consumers want.

     "In the 90% trade cycle of 2016, more than half of the retailers in the fashion market are still using such models." Mr Hyman said, this will lead consumers to realize that if they can't buy it on screen, the retailer will eventually reduce the price of products, and consumers can finally purchase their favorite merchandise at a discount price.

    Dr. Hayman, a UCL consumer and business psychologist, thinks that a continuous discount will eventually lead to "dilution of trust", which means that consumers will think that the price of goods at the beginning is too high.

    Modular purchase

    Dr Hayman thinks that there may be another new consumption mindset rising in the cognition of consumers, which is also re shaping their wardrobe.

    Consumers are increasing the clothing that can be added in layers.

    "Retailers have failed to fully understand the modular purchase that consumers are doing now, and they are not buying a single category," he said.

    For example, to buy a thick winter, consumers are more likely to invest in a light spring jacket, and a sports Hoodie, this combination can separate or split in more than one season continued.

    "This trend is marked by some key design labels, hidden in the display and show of the traditional fashion show week. This event is also driven by seasons, so these key design labels can make consumers collect clothes less and more flexibly, and consumers can wear them all the year round. "Dr. Hayman said.

    The sunshine in winter

"Online shopping has accounted for more than 25% of the total sales of footwear in the UK, which is the fastest growing area," said John Saunders, chief executive of the British footwear association. "The growth of online sales is also eliminating the impact of sales of footwear on the season, and online footwear can meet consumer demand for the whole year."

He added: "a good example is that those who like to enjoy the sunshine season in other cities in winter can buy sandals and open shoes on the Internet in winter, and this sales is continuing to grow."

Going to the tropical sun in winter means that slippers and open shoes can be sold all the year round.

You can see from the data, there are some of the highlights for the retail market, only in the online shopping retailers see compared to 2015, 2016 has a very significant growth of 7%, at the same time, improve the sales of 3% independent retailers, why do they have such a big gap?

"This is obviously, but those on the right products, the right price, the right place and the right time to control the perfect fashion retailers, they immediately control the crystal ball," retail consultancy CannyInsights owner Graham Soult said.

"Retailers like UNIQLO and Zara from their own supply chain, inventory demand complement agile, get a lot of benefits."

"At the same time, some online retailers, like Boden, choose seasonal combinations from various commodities, and sell them through layering and decorating all the year round. "He added," he added.

Pound sterling

But there is a new threat coming, a factor that affects all sizes and online retailers: the continued volatility and declining trend of the value of the pound.

We heard the prediction of rising prices, and retailers were forced to shift the cost of rising imports. But the vast majority of consumers are strictly observing the need for more clothing products, or continue to buy when prices go up?

Mr. Hayman thinks neither of them is.

"It's easy to do it. Our wardrobe is usually made up of 10% items we must have, and the rest of the 90% are the goods we want. The retailer must stimulate the desired demand, otherwise we will not buy it. "Higher prices don't motivate demand," he said.

Therefore, when retailers pay more for imported commodities, but can not stimulate consumers' shopping needs, the future of main business streets in Britain may be as impulsive as consumers' whims.

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