Proximity, the main criterion for Bucharest mall visitors

Most Bucharesters buy their clothes from the mall that’s closest to their home and two out of five go there several times every month, according to a study by marketing consultancy firm MKOR Consulting. “Any fashion brand should take into account placing its shops in a mall or shopping center, because 96% of the people interviewed in our study say they buy their clothes there,” the report reads. Only a quarter of the respondents say they also buy clothes from street shops and 20% also buy clothes online. Most of the interviewed people, namely 43%, say they go to the mall that’s closest to their home. Some 30% prefer malls with a big number of shops to choose from while the uniqueness of the available brands is an important criterion for 24% of the respondents. More than two in five (42%) of the participants to the survey say they go to the mall several times a month and 28% go once a month. Buying clothes is the main reason Bucharest residents go to the mall, with 41% of the mall visitors saying they do this. Almost a third of the respondents (29%) say they go to the mall to eat, 20% go to the hypermarkets to do their shopping, and 18% just walk through without buying anything. The study is based on answers from almost 400 people who say they are clients of the most important malls in Bucharest, 60% of whom are women. Most mall visitors are young (18 to 35 years old) and have household revenues between RON 2,000 and RON 4,500 per month (EUR 445-1,000) per month. Bucharest has reached 11 malls after two new openings this year. editor@romania-insider.com