How effective are retailers at engaging the UK’s student market?

The word student has a few connotations, and those don’t tend to be associated with spending power, often the opposite. Living in sub par accomodation and shopping at second hand stores may be true for some, but now, if it’s second-hand it’s vintage, and if it’s vintage you can buy it on ASOS marketplace.

A recent study undertaken by Campus Society surveyed 2,225 students who placed ASOS, the online fashion giant, in the top spot for communication.

This effectively boils down to the frequency of ASOS’s communication with this group, the quality of their content and how effective their campaigns and targeted ads have been at promoting discounts. Students in 2019 are made up of millenials and Gen Z’s, and the market research and analysis on this demographic inform brands that what is needed to succeed in this area is authenticity, with natural and relevant comms. So, why are so many retailers still getting it wrong and which methods are retailers using to successfully communicate with students?

Boots recently announced that it will be offering all students with a valid student ID card a 10% discount in store and online. As well as four points for every £1 spent. The trial period began just a few days ago will be carried out until the end of July to see if this generous loyalty scheme will entice students – a reportedly unloyal market.

Helen Normoyle, Boots marketing director said: “We are excited to announce we have started a student discount trial in-store and online. We recognise the value of the student market and want to help make life a little easier.”

So, what exactly do household brands have to gain from tackling the student market? Their spending power for one. Those myths surrounding broke students are just that – myths. UK students contribute 95 billion a year to the UK economy. No one is suggesting that all goes on clothes or shopping for essentials in Boots, but it is a lot of money, and retailers ignoring the student market could do with re-thinking their strategy.

It is interesting to see how the luxury end of the retail market engages with young people. Gucci is one brand that has seen a significant leap in sales figures over the past two years. Revenue at the Italian label rose 37% to approximately “2.3bn in 2018. This rise in popularity has come from the youth market along with the appointment of Alessandro Michele as Creative director in 2015. Gucci once synonymous with rich businessmen and their trophy wives is now cutting edge cool – the preferred choice for rappers and actors.

So, how has this change in direction managed to attract a youthful new market, without alienating its loyal customer base? The chief executive, Marco Bizarri, is open about the company’s shadow committee of under 30s, and he meets with them regularly to discuss the company and its direction. Listening and understanding different perspectives outside the boardroom clearly works for Gucci.

Closer to home Jules B, an independent high fashion retailer based in the north of England, have claimed that students are integral to how they function as a business. Throughout the year students contribute so much: essential support across different departments, valuable creative input and fresh ideas. They experience the business as interns or on placements, and now, for the first time, students at Lancaster University will be designing a new social media campaign for Jules B, as part of their Brand Research and Consultancy module.

Olly Wild, head of social at Jules B said: “We are obviously happy to help the students in any way possible. The students will be focusing on the personality of Jules B and how to maximise our social media engagement.”

Having external involvement from young people in retail has the potential to throw up new ideas that can be integrated into your strategy, without having to spend thousands on a marketing professional, who might tell you the same things.

The students have spoken and it’s time retailers started listening.

By Isabella Coombes, marketing executive at Visualsoft who works alongside brands, with a focus on PR and content marketing.