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Fashion Online - UK - August 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Apparel

No. of Pages : 153 Pages

One of the main barriers to shopping online for clothes is fit and it is still a category where consumers like to try on and see items in person. However, trust in a retailer where they already shop and previous experience of their clothes sizes makes it easier for them to migrate online. This benefits multichannel retailers and means that pureplays have to work hard to gain trust and loyalty from customers.
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Figure 1: Best- and worst-case forecast of online sales of clothing and footwear, 2009-19
Market factors
Shopping and selling by device
Clothing and footwear most bought product online
Figure 2: Types of products bought online in the last 12 months, by device, May 2014
Companies, brands and innovation
Brand attitudes
Figure 3: Attitudes towards and usage of brands in the online fashion sector, May 2014
Who’s innovating
The consumer
70% have bought clothes online
Figure 4: Online clothes shopping behaviour in the last 12 months, May 2014
M&S and Next stand head to head
Figure 5: Multichannel retailers from where clothes were bought online in the last 12 months, May 2014
Amazon becomes most popular pureplay for fashion
Figure 6: Online-only retailers from where clothes were bought in the last 12 months, May 2014
Tablet purchases peak among 25-34s
Figure 7: Types of devices used to browse and purchase clothing in the last 12 months, May 2014
Women use online discount codes
Figure 8: Statements about shopping and browsing for clothes online, May 2014
34% want to return clothes to a store
Figure 9: Attitudes towards shopping for clothes online, May 2014
Demand for flexible delivery times
Figure 10: What would encourage consumers to buy clothes online from one retailer over another, May 2014
What we think

Issues and Insights

What is driving growth in online fashion?
The facts
The implications
Which retailers stand out as the winners in the online fashion sector?
The facts
The implications
What are retailers doing to get round the main barriers to buying clothes online?
The facts
The implications
What would encourage more people to shop online from a particular retailer?
The facts
The implications

Trend Application

Trend: Life Hacking
Trend: FSTR HYPR
Mintel Futures Trend: Generation Next

Market Environment

Key points
Broadband penetration
Figure 11: percentage of households with at least one member aged 16 to 74 with broadband access, 2003-13
Shopping and selling by device
Figure 12: Shopping or selling online in the past three months, by device, April 2014
Mobile device use
Figure 13: Shopping or selling online via tablets/smartphones in the past three months, by device, April 2014
Shopping online by age
Figure 14: Shopping online in the past three months, by age, April 2014
By product
Figure 15: Types of products bought online in the last 12 months, by device, May 2014
Age structure
Figure 16: Trends in the age structure of the UK population, percentage change, 2014-19

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Getting the perfect fit
Customisable fashion
Curation sites
Online gets physical
Strength in numbers
New ways to (pure) play
A virtual showroom

Market Size and Forecast

Key points
Online fashion sales grow 14.5% in 2014
Figure 17: Best- and worst-case forecast of online sales of footwear and clothing, 2009-19
Online sales growth rate to slow
Figure 18: Online sales of clothing and footwear, 2009-19
Market size and segmentation
Figure 19: Online sales of clothing and footwear as % of total clothing and footwear sales, 2011-14
Factors used in the forecast

Market Share

Key points
Figure 20: Estimated market share of online fashion market, by channel, 2013
Figure 21: Estimated market share of online fashion market, by channel and retailer, 2011-13 (est)
Visitor numbers: Next leads
Figure 22: Leading apparel retail websites, ranked by total unique visitor numbers, July 2014

Companies and Products

Asos
Company Overview
Financial performance
Figure 23: Key financials for Asos, 2012 and 2013
Online presence/services
Market positioning
Product offer
Recent activities
Advertising/marketing
Boohoo
Company Overview
Financial performance
Figure 24: Key financials for Boohoo.com Limited
Online presence/services
Market positioning
Product offer
Recent activities
Advertising/marketing
N Brown
Company Overview
Financial performance
Figure 25: Key financials for N Brown, 2013 and 2014
Online presence/services
Market positioning
Product offer
Recent Activity
Advertising/marketing
Shop Direct Group
Company Overview
Financial performance
Figure 26: Key financials for Shop Direct, 2012 and 2013
Online presence/services
Market positioning
Product offer
Recent activities
Advertising/marketing
Net-A-Porter
Company Overview
Financial performance
Figure 27: Key Financial performance for Net-A-Porter, 2012 and 2013
Online presence/services
Market positioning
Product offer
Recent activities
Advertising/marketing
eBay
Company Overview
Financial performance
Figure 28: Key financial performance for eBay inc, 2012 and 2013
Online presence/services
Market positioning
Product offer
Recent activities
Advertising/marketing
Amazon
Company overview
Financial performance
Figure 29: Key financials for Amazon Europe, group financial performance, 2012 and 2013
Online presence/services
Market positioning
Product offer
Recent activities
Advertising/marketing

Brand Communication and Promotion

Key points
Topline remains flat
Figure 30: Main monitored media advertising spend on online fashion, 2010-2013
JustFab jumps to the top
Figure 31: Main monitored media advertising spend on online fashion, by top 15 companies, 2010-2013
Digital delivery
Figure 32: Main monitored media advertising spend on online fashion, by media type, 2010-2013
Figure 33: Main monitored media advertising spend on online fashion, by media type % share, 2010-2013

Brand Research

Brand map
Figure 34: Attitudes towards and usage of brands in the online fashion sector, May 2014
Correspondence analysis
Brand attitudes
Figure 35: Attitudes, by online fashion brand, May 2014
Brand personality
Figure 36: Online fashion brand personality – macro image, May 2014
Figure 37: Online fashion brand personality – micro image, May 2014
Brand experience
Figure 38: Online fashion brand usage, May 2014
Figure 39: Satisfaction with various online fashion brands, May 2014
Figure 40: Consideration of online fashion brands, May 2014
Figure 41: Consumer perceptions of current online fashion brand performance, May 2014
Brand recommendation
Figure 42: Recommendation of selected online fashion brands, May 2014

The Consumer – Who Buys Fashion Online

Key points
What we asked
70% have bought clothes online
Figure 43: Online clothes shopping behaviour in the last 12 months, May 2014
Young continue to shop more online
35-54s moving to online shopping
Figure 44: Online clothes shopping behaviour in the last 12 months, by demographics, May 2014
Men shopping more online
19% have not shopped online
Figure 45: Consumers who have not browsed or bought clothes online and those who browsed but did not buy in the last 12 months, by demographics, May 2014

The Consumer – Where They Buy Clothing

Key points
M&S and Next stand head to head
Figure 46: Multichannel retailers from where clothes were bought online in the last 12 months, May 2014
Young retailers see more online male shoppers
Department stores
Figure 47: Profile of online clothes shoppers who buy from multichannel retailers, by age and affluence, May 2014
Amazon becomes the most popular pureplay for fashion
Figure 48: Online-only retailers from where clothes were bought in the last 12 months, May 2014
Asos appeals to a wider audience
Catalogue retailers draw fewer but more frequent shoppers
Online clothes shopper profiles
Figure 49: Profile of online clothes shoppers who buy from online-only retailers, by age and affluence, May 2014
People shop online from one retailer
Figure 50: Repertoire of retailers from where clothes are bought in-store or online from multichannel retailers, May 2014

The Consumer – How People Buy Clothes Online

Key points
Tablet purchases peak among 25-34s
Figure 51: Types of devices used to browse and purchase clothing in the last 12 months, May 2014
Types of devices used by where people shop
Figure 52: Types of devices used to browse and purchase clothing in the last 12 months, by multichannel retailers shopped at, May 2014
Figure 53: Types of devices used to browse and purchase clothing in the last 12 months, by online only retailers shopped at, May 2014
Figure 54: Consumers who have ordered clothes online for in-store collection in the last 12 months, May 2014
Men almost as likely as women to click-and-collect
Figure 55: Consumers who have ordered clothes online for in-store collection in the last 12 months by demographics, May 2014

The Consumer – Statements about Shopping for Clothes Online

Key points
Figure 56: Statements about shopping and browsing for clothes online, May 2014
Women use online discount codes
Under-35s use mobile devices whilst in-store
Men use social media for customer service issues
25-34s share clothes they like on social media sites

The Consumer – Attitudes towards Shopping for Clothes Online

Key points
Figure 57: Attitudes towards shopping for clothes online, May 2014
34% want to return clothes to a store
Use of online customer reviews
Quick payment process
Struggling with fit

The Consumer – Encouraging Online Purchases

Key points
Figure 58: What would encourage consumers to buy clothes online from one retailer over another, May 2014
Demand for flexible delivery times
Giving customers better product descriptions
Females want 3D images of clothes and use of models
Back in-stock e-mail alerts
One fifth want virtual fitting rooms
What would encourage shoppers online by where they shop
Figure 59: What would encourage consumers to buy clothes online from one retailer over another, by retailer shopped at, May 2014

Appendix – Market Size and Forecast

Figure 60: Best- and worst-case forecast of online sales of footwear and clothing, 2009-19

Appendix – Brand Research

Figure 61: Brand usage, May 2014
Figure 62: Brand commitment, May 2014
Figure 63: Brand momentum, May 2014
Figure 64: Brand diversity, May 2014
Figure 65: Brand satisfaction, May 2014
Figure 66: Brand recommendation, May 2014
Figure 67: Brand attitude, May 2014
Figure 68: Brand image – macro image, May 2014
Figure 69: Brand image – micro image, May 2014

Appendix – The Consumer – Who Buys Fashion Online?

Figure 70: Online clothes shopping behaviour, by demographics, May 2014

Appendix – The Consumer – Where they Buy Clothing

Figure 71: Most popular retailers from where clothes are bought online, by demographics, May 2014
Figure 72: Next most popular retailers from where clothes are bought online, by demographics, May 2014
Figure 73: Other retailers from where clothes are bought online, by demographics, May 2014
Figure 74: Statements about shopping online, by most popular retailers from where clothes are bought online, May 2014
Figure 75: Statements about shopping online, by next most popular retailers from where clothes are bought online, May 2014
Figure 76: Statements about shopping online, by most popular retailers from where clothes are bought online, May 2014
Figure 77: Statements about shopping online, by next most popular retailers from where clothes are bought online, May 2014
Figure 78: Most popular websites used to buy clothes, by demographics, May 2014
Figure 79: Next most popular websites used to buy clothes, by demographics, May 2014
Figure 80: Statements about shopping online, by most popular websites used to buy clothes, May 2014

Appendix – The Consumer – How People Buy Clothes Online

Figure 81: Devices used to buy clothes online, by demographics, May 2014
Figure 82: Devices used to browse clothes online, by most popular retailers from where clothes are bought online, May 2014
Figure 83: Devices used to browse clothes online, by next most popular retailers from where clothes are bought online, May 2014
Figure 84: Devices used to browse clothes online, by most popular websites used to buy clothes, May 2014
Figure 85: Consumers who have clicked and collected in the last 12 months, by demographics, May 2014

Appendix – The Consumer – Statements about Shopping For Clothes Online

Figure 86: Statements about shopping online, by demographics, May 2014

Appendix – The Consumer – Attitudes towards Shopping for Clothes Online

Figure 87: Statements about shopping online, by demographics, May 2014

Appendix – The Consumer – Encouraging Online Purchases

Figure 88: Most popular factors that would encourage online purchases, by demographics, May 2014
Figure 89: Next most popular factors that would encourage online purchases, by demographics, May 2014
Figure 90: Factors that would encourage online purchases, by most popular retailers from where clothes are bought online, May 2014
Figure 91: Factors that would encourage online purchases, by next most popular retailers from where clothes are bought online, May 2014
Figure 92: Factors that would encourage online purchases, by most popular websites used to buy clothes, May 2014

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