GfK' Growth from Knowledge

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Fashion in Poland 2005 REPORT OFFER
G r o w t h f r o m K n o w l e d g e
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GfK Polonia Instytut Badania Opinii ul.
Smulikowskiego 4 00-389 Warszawa Phone (022) 434
10 00 Fax [phone] E-mail firma_at_gfk.pl
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 I
wave 28.08 02.09.1998 II wave 03.11
08.11.2000 III wave 22.02 27.02.2002 IV
wave 07.01 12.01.2005 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 N
1020 WEIGHTNING according to
socio-demographic features of population TABLE
BASE N 1000 QUESTIONNAIRE
Developed by GfK Polonia RESEARCH
MANAGER Ph.D. Grzegorz Adamczyk,
gadamczyk_at_gfk.pl
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REPORT CONTENT (1/4)
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• REPORT FASHION IN POLAND 2005 its a set of
  information, which could 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),
• describes Poles attitudes to 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, sport wear and shoes,
  underwear, shoes),
• defines most important factors of choice of the
  purchase and its place (price, assortment, offer
  of remaking, quality, service, availability,
  promotions, branded products in shops offer),
• describes Poles attitude toward fashion,
• indicates important sources of information about
  fashion according to respondents (e.g. polish vs.
  foreigner fashion magazines, TV programs, fashion
  displays, celebritys ways of wearing, shop
  visiting, salesman, friends and acquaintances)

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REPORT CONTENT (2/4)
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• respondents declaration about changes in sums
  spending on clothes and footwear,
• indicates 30 the most familiar and the most
  often visited shops,
• calculation of given shop activity
  (percentage of buyers amongst knowers),
• presents the best known and most often visited
  hypermarkets, where clothes or footwear were
  bought within the last 12 months,
• ranking of hypermarkets activity,
• points at the best known and most often bought
  brands of jeans wear,
• defines activity ranking of jeans wear brands,
• characterizes the best known and the most
  frequently bought brands of sportswear and sport
  shoes,
• presents activity ranking of sportswear and
  sport shoes brands,

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REPORT CONTENT (3/4)
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• selected data for aged group 15-29 lat attitude
  for current offer and prices of clothing and
  footwear, importance of factor at choice of the
  store, attitude for fashion, importance of
  fashion information sources, top 30 best known
  and most often visited clothing store, best known
  and most often visited hypermarkets, in which
  respondent bought clothing in within last 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 chosen data for aged group 15 and over
  from cities 50 000 inhabitants and over top 30
  best known and most often visited clothing store,
  best known and most often visited hypermarkets,
  in which respondent bought clothing in within
  last 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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• Researched chains Benetton, CA, Claire.DK,
  Cropp Town, Cubus, Esprit, HM, Jackpot
  Cottonfield, Kappahl, Mango, MarksSpencer,
  Molton, Morgan, Olimpia, Olsen, Orsay, Pabia,
  Pimkie, Promod, Quiosque, Pierre Cardin,
  PeekCloppenburg, Reserved, Royal Collection,
  ScotchSoda, Simple, Solar, Sunset Suit, Tatuum,
  Terranova, Top Secret, Troll, Vero Moda, Vistula,
  Wolczanka, Zara.
• Researched hypermarkets Auchan, Carrefour,
  Geant, Hypernova, Leclerc, Makro, Real, Tesco.
• Surveyed brands of jeans wear Armericanos, Big
  Star, Cross Jeans, Diesel, Lee, Levis, Mustang,
  Reporter, Wrangler.
• Surveyed brands of sport clothing and footwear
  Adidas, Nike, Puma, Reebok.

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PERCENTAGE BUYING GIVEN CATEGORY Base All,
N1000, in ,
Caution!!! EXAMPLE, IT DOES NOT INCLUDE REAL DATA
!
PERCENTAGE BUYING GIVEN CATEGORY Base
Respondents aged 15-29, N299, in ,
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TOP 30 BEST KNOWN AND MOST OFTEN VISITED CLOTHING
STORE Base All, N1000, in
Caution!!! EXAMPLE, IT DOES NOT INCLUDE REAL DATA
!
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Report Price
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• Report includes
• Power Point presentation,
• Tables with complete data in Excel
  (socio-demographic data in cross-shaped tables).
   
• Price of the report Fashion in Poland 2005 is
  5 000 PLN VAT.
• Price includes report both polish and English, in
  an electronic version on CD.
• There is a capability of order
• An additional analysis for the exclusive rights
  of the Client (price is negotiated individually),
• Printed copy of report (additional fee 400 PLN).

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Standards of Quality
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• Standards of Quality Assurance in the GfK Polonia
• Each GfK Polonia research project is carried out
  jointly by a team of specialist from different
  departments of our company. This structure allows
  for multi-step quality control of data collection
  and analysis. The employees of all departments
  exchange knowledge and experience and participate
  in training organized by GfK Group (GfK Academy).
• GfK Polonia holds ISO 9001 Quality Certificate in
  the scope of market research (Certifying
  organization Polskie Centrum Badan i
  Certyfikacji). Our company was one of the first
  market research companies in Poland to obtain the
  ISO Certificate.
• 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 founder 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 to create the conditions for independent
  and objective evaluation of conforming to those
  standards.
• GfK Polonia is a co-founder of PKJPA
  (Interviewers Quality Control Program) and holds
  PKJPA certificates. The program was created on
  initiative of OFBOR. 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 to control
  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 includes all stages of research research
tools control, quality control of data entering,
logical control of data sets, result 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.
Moreover, 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 an international level, 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 in 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 120 agencies and affiliated
companies, i.e. companies in which GfK Group has
shares, use its name. They operate in over 50
countries on six continents, employing 5100
people. Their joint turnover was 672 million Euro
in 2004 (2003 595 million Euro, 2002 559
million Euro, 2001 536 million Euro), what
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 2004 had a
turnover of 38,6 million zloty (in 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 East 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 obeys restrictive standards and
is directed by ethics norms formulated and listed
in ESOMAR code European Society of Opinion and
Marketing Research Professionals. GfK Polonia has
a certificate ISO 9001 in a field of market
researches (issued by Polish Centre of
Researches and Certification) as a one of two
market research companies working on polish
market. 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 made on
• Client has a right to use and process results of
  the study only for internal use
• 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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Grzegorz Adamczyk Regional Research GfK
Polonia Tel. [phone] Mobile 502 196
075 E-mail gadamczyk_at_gfk.pl
Please send all questions and remarks concerning
offer and report to
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