GfK' Growth from Knowledge

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Fashion in Poland 2007 OFFER FOR SYNDICATED
GfK Polonia REPORT
G r o w t h f r o m K n o w l e d g e
GfK Polonia Sp. z o.o. Research 118.497/ 2007
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GfK Polonia ul. Smulikowskiego 4 00-389
Warszawa Phone [phone] Fax [phone]
10 E-mail info.poland_at_gfk.com member of ESOMAR
Any quotation of the results of this study is
only possible with proper mentioning the name
Fashion in Poland" and the name of GfK Group as
author. Any publishing of the results of the
study outside the client's company is possible
only when approved by the authors.
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Information about the study
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SUBJECT FASHION IN POLAND FIELDWORK 1st
wave 28.08 02.09.1998 PAPI 2nd wave 03.11
08.11.2000 PAPI 3rd wave 22.02
27.02.2002 PAPI 4th wave 07.01
12.01.2005 CAPI 5th wave 08.06
12.06.2006 CAPI 6th wave 10.05
14.05.2007 CAPI POPULATION Persons aged 15
and over REGION
Poland RESEARCH METHOD Omnibus
(face-to-face) SAMPLING METHOD Stratified
Multistage Clustered Random Sampling ADRESS
SOURCE MSWiA (Ministry of Home Affairs and
Administration) INTERVIEWS
ca. N 1020 for each wave WEIGHTNING
according to socio-demographic features of
population TABLE BASE N
1000 for each wave QUESTIONNAIRE Developed by
GfK Polonia RESEARCH MANAGER Lukasz
Markiewicz Lukasz.Markiewicz_at_gfk.com
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REPORT CONTENT (1/4)
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• REPORT FASHION IN POLAND 2007 its a set of
  information, which can be useful for producers
  and distributors of clothes / footwear.
• shows changes among Polish consumers, some of
  the clothes shopping habits and Poles attitudes
  towards this category in trends
  (1998/2000/2002/2005/2006/2007),
• describes Poles attitudes towards current
  offer of clothes and footwear,
• shows percentage of Poles buying given category
  of clothes / footwear (clothes for children, for
  youth, for men, for women, sportswear and shoes,
  underwear, shoes),
• defines most important factors of choice of the
  purchase and its place (price, assortment,
  possibility of amendments, quality, service,
  availability, promotions, branded products in
  shops offer),
• describes Poles attitude toward fashion,
• indicates important sources of information
  concerning fashion according to respondents (e.g.
  polish vs. foreign fashion magazines, TV shows,
  fashion displays, celebrities' way of wearing,
  shop visiting, salespersons, friends and
  acquaintances)

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REPORT CONTENT (2/4)
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• respondents declarations about changes in the
  sums spent on clothes and footwear,
• indicates the most familiar and the most visited
  retail chains,
• presents the best known and most visited
  hypermarkets, where clothes or footwear were
  bought within the last 12 months,
• points at the best known and most often bought
  brands of jeans wear,
• characterizes the best known and the most
  frequently bought brands of sportswear and sport
  shoes,
• characterizes the best known and the most
  frequently bought brands of outdoor/ trekking
  clothes and shoes

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REPORT CONTENT (3/4)
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• Additionally to last report form 2006, the latest
  edition 2007 was supplemented with segmentation
  analysis of fashion consumers
• selected data for age group 15-29 attitude
  toward current offer and prices of clothing and
  footwear, importance of factors during store
  selection, attitude toward fashion, importance of
  fashion information sources, top 30 best known
  and most visited clothing stores, best known and
  most visited hypermarkets in which respondents
  bought clothing within the past 12 months, best
  known and most often bought brands of jeans
  wear, best known and most often bought brands of
  sport clothing and sport footwear,
• presents selected data for age group 15 and over
  from towns of 50 000 inhabitants and more top 30
  best known and most visited clothing stores, best
  known and most visited hypermarkets in which
  respondents bought clothing within the past 12
  months, best known and most often bought brands
  of jeans wear, best known and most often bought
  brands of sport clothing and sport footwear.

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REPORT CONTENT (4/4)
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SURVEYED RETAIL CHAINS (aided brand awareness
and purchase of clothing in past 12
months) CLOTHING CHAINS BENETTON, CA, CHEROKEE,
CLAIRE.DK, CROPP TOWN, CUBUS, ESPRIT, HOUSE, HM
(Hennes Mauritz), JACKPOT COTTONFIELD, KappAhl
, MANGO, MARKS SPENCER, MOLTON , MONNARI,
MORGAN, OLIMPIA, OLSEN , ONELOVE, ORSAY, PABIA,
PIMKIE, PROMOD, QUIOSQUE, PIERRE CARDIN, PEEK
CLOPPENBURG, REPORTER, RESERVED, ROYAL
COLLECTION, SCOTCH SODA , SIMPLE, SOLAR, SUNSET
SUIT, TATUUM, TERRANOVA, THE ATHLETES FOOT, TOP
SECRET, TROLL, VERO MODA, VISTULA , WÓLCZANKA,
ZARA, INTERSPORT, GO-SPORT HYPERMARKETS WITH
CLOTHING AUCHAN, CARREFOUR/HYPERNOVA,
REAL/GEANT, LECLERC, MAKRO, TESCO. JEANS WEAR
AMERICANOS, BIG STAR, CROSS JEANS, DIESEL, LEE ,
LEVIS, MUSTANG, REPORTER, WRANGLER. SPORT
CLOTHING AND FOOTWEAR ADIDAS, ASICS, FILA,
NIKE, PUMA, REEBOK, UMBRO. OUTDOOR/ TREKKING
CLOTHES AND FOOTWARE HIMOUNTAIN, ALPINUS,
CAMPUS, TIMBERLAND, COLUMBIA, BERGSON, FJORD
NANSEN, THE NORTH FACE, EXPEDUS, SALEWA, WOLF
GANG, HANNAH, MALACHOWSKI, MAMMUT, HELLY
HANSEN, HENRI LLOYD FASHION PRESS READING
AVANTI, CLAUDIA, COSMOPOLITAN, ELLE, GALA,
GLAMOUR, HOT MODA SHOPPING, JOY, MARIE CLAIRE,
PANI, SUKCES, SHAPE, TWÓJ STYL, VIVA!, URODA,
WYSOKIE OBCASY, ZWIERCIADLO, LOGO, GENTELMAN,
PLAYBOY
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Report Price
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• Price of the report Fashion in Poland 2005 is
  1 800 EUR VAT
• The price includes reports both Polish and
  English, in an electronic version on a CD
• The report includes
• A PowerPoint presentation,
• Excel tables with complete data
  (socio-demographic data in cross-shaped tables).
   
• There is a possibility of ordering
• An additional analysis for the exclusive rights
  of the Client (price is negotiated individually),
• A Hard copy of the report (additional fee 100
  EUR per copy).
• In case the report FOOTWEAR BUYING HABITS 2007
  is ordered together with FASHION IN POLAND 2007 a
  discount is offered and total price amounts to 2
  220 EUR VAT (both reports in an electronic
  version on a CD)

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Standards of Quality
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• Standards of Quality Assurance in GfK Polonia
• Each GfK Polonia research project is carried out
  jointly by a team of specialists from different
  departments of our company. This structure allows
  for multi-step quality control of data collection
  and analysis. Employees of all departments
  exchange knowledge and experience as well as
  participate in training organized by GfK Group
  (GfK Academy).
• GfK Polonia representatives are members of ESOMAR
  (World Association of Opinion and Marketing
  Research Professionals), an international
  organization safeguarding diligence and
  methodological correctness of the associated
  research agencies.
• GfK Polonia is a founding member of OFBOR (Public
  Opinion and Market Research Companies
  Organization). One of the main objectives of
  OFBOR is to define and promote professional
  stands in public opinion and market research as
  well as creating conditions for independent and
  objective evaluation of conformation to these
  standards.
• GfK Polonia is a co-founder of PKJPA
  (Interviewers Quality Control Program) and holds
  PKJPA certificates. The program was created of
  OFBOR initiative. It is designed to set quality
  standards for the Fieldwork Section, the network
  of interviewers, interviewers and coordinators
  recruitment process, their training, supervision,
  and work, as well as controlling their work. The
  member companies are obliged to conform to those
  standards in each research project they carry
  out.
• GfK Polonia underwent a successful audit carried
  out by CESP (Centre dEtude des Supports de
  Publicite), an independent French institute.
  After carrying out numerous control procedures,
  CESP assess quality of GfK Polonia research
  processes as satisfactory. All the research
  processes were evaluated.
• In 2002, GfK Polonia was awarded Best Practice
  Award. The award is granted by GfK Group for
  best achievements in the field of market research
  based on innovative methodology

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Project Specific Quality Assurances
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Project Specific Quality Assurances Quality
control is included in all stages of a research
research tools control, quality control of data
entering, logical control of data sets, results
tables control. We pay particular attention to
the quality control of the research tools. Before
a project is launched, the research tools are
meticulously assessed by the qualified staff from
the departments administering the research.
Additionally, each research tool is tested in a
pilot research prior to launching the
project The chart below represents a single
research-project quality control process
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Why GfK POLONIA?
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• The answer is simple Because our company
  philosophy assures successful market research!
• Companies must make decisions, decisions are
  based on research.
• Our Business Information Services supply the
  knowledge needed by industry, commerce, the
  service sector and the media to reach their
  marketing decisions. This GfK philosophy
  comprises the following important principles
  among others
• Answers to your questions Our research is
  directed at information based consulting and
  the implementation of the research findings in
  your business.
• Pool of experience Our project teams combine
  market experience, methodological competence and
  international expertise.
• High quality The development of a proper study
  design and consistent high quality standards, on
  a national as well as international levels, are
  elementary for us.
• Innovation Sophisticated tools such as GfK
  AdVantage, GfK TARGETPOSITI-ONING, GfK Loyalty
  Plus and GfKPRICE CHALLENGER make it possible to
  apply innovative research methods worldwide.
• Global 24-hour business around the globe,
  provided by 140 subsidiaries and partners in 51
  countries on 5 continents. This international
  network guarantees the same high quality and the
  same research standards in all countries

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GfK POLONIA
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GfK Polonia Institute, established in 1990 is a
Polish branch of an international group of
research companies working under the common name
of GfK. Presently 130 agencies and affiliated
companies, i.e. companies in which GfK Group has
shares, use its name. They operate in over 70
countries on six continents, employing 7600
people. Their joint turnover was 937 million Euro
in 2005 (2004 672 million Euro, 2003 595
million Euro, 2002 559 million Euro, 2001 536
million Euro), which placed the company at the
5th position in the world ranking of research
centers and 3rd in Europe. GfK Polonia is a
research centre which provides comprehensive data
concerning Polish consumer goods and services
market. Thanks to this data companies operating
on the market get to know the customs, behaviors
and preferences of their consumers. GfK Polonia
carries out for its clients all types of
marketing researches and opinion pools. We use
whole our knowledge of Polish market and
know-how of all GfK Group international
holding company, which GfK Polonia is a part of.
GfK Polonia is ranked No. 3 among Polish market
research agencies. In 2005 had a turnover of 44,7
million zloty (in 2004 38,5 million zloty, 2003
34 million zloty, in 2002 28.6 million zloty, in
2001 27,1 million zloty). Depending on the type
of carried out researches, GfK Group is leader or
vice-leader in Central and Eastern Europe. The
developed, complex, contemporary markets force
entities operating there to constantly observe
and analyze the processes taking place. This in
turn results in the constantly growing
expectations towards research firms. To satisfy
the high requirements of its Clients GfK Polonia
has to continuously expand its offer by
introducing new research methods and modifying
the existing ones. The ways of presenting
gathered data have also changed. The GfK Polonia
Institute, as one of the few research firms on
the Polish market, offers a complete set of
research tools making it possible to examine a
product or a service at every stage of its market
life. GfK Polonia observes restrictive standards
and is directed by ethics norms formulated and
listed in ESOMAR code European Society of
Opinion and Marketing Research Professionals. GfK
is a co-founder of PKJPA (Interviewers Quality
Control Program) and holds PKJPA certificates.
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General Terms of Business
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• This offer is valid for three months from the day
  it was created
• Client has a right to use and process results of
  the study for internal use only
• GfK Polonia reserves the right to pass on the
  results to third parties, to process and
  distribute them without any consent of the Client
  
• The results of the study can be published only
  with the consent of GfK Polonia and with
  information about the data source
• Payments of the invoices are due within 14 days.
• GfK Polonia guarantees anonymousness to the
  respondents. Exceptions to this rule require
  additional agreements and an individual consent
  of each respondent.
• GfK Polonia assures that all the secret
  information obtained through the research process
  will be used solely for the sake of that
  particular research.

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Lukasz Markiewicz Custom Research FMCG
Research Consulting GfK Polonia phone. 48
022 43 41 455 E-mail Lukasz.Markiewicz_at_gfk.com
In case of any question please contact
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