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Womenswear - UK - May 2016

Published By :

Mintel

Published Date : May 2016

Category :

Apparel

No. of Pages : N/A

Growth in the market has slowed as women have become accustomed to purchasing clothing on sale. The market remains resilient, yet retailers should be looking beyond promotions to drive sales. Combining retail with leisure enables retailers to tap into this growing area of spend, while digital innovations can balance a varied shopping experience with the convenience that women seek.

Table of Content

Overview

What you need to know
Products covered in this Report
Includes
Excludes

Executive Summary

The market
Womenswear grows 3.7% in 2015
Figure 1: Best- and worst-case forecast of UK sales of women’s outerwear (incl. VAT), 2010-20
Rising number of over-55s presents an opportunity
Growing obesity links with sizing issues
Companies, brands and innovations
M&S and Primark stand out as strong brands
Figure 2: Attitudes towards and usage of selected brands, January 2016, November and August 2015
Advertising spend declines as retailers shift to digital
Jigsaw’s campaigns challenge the norms of fashion advertising
The consumer
Going out is prioritised in women’s spending
Figure 3: Women’s spending priorities, February 2016
Primark leads, M&S gains over-55 shoppers
Figure 4: Retailers from which women bought clothes for themselves, in-store and online, December 2015
Athleisure trend drives sportswear purchasing
Figure 5: Types of clothes women have purchased for themselves in the last 12 months, December 2015
Style and quality prevail for mature shoppers, the young prioritise low prices
Figure 6: Most important factors when choosing one retailer over another when shopping for clothes, December 2015
Women want more stylish clothes for their age
Figure 7: What women would like to see improved when shopping for clothes in-store, December 2015
Women demand improved returns and delivery options
Figure 8: What women would like to see improved when shopping for clothes online, December 2015
Technology to help overcome sizing issues has strong appeal
Figure 9: Innovations women are most interested in when buying clothes in-store or online, December 2015
What we think

Issues and Insights

How can retailers get past the discount culture in womenswear?
The facts
The implications
How can the in-store shopping experience be improved?
The facts
The implications
What are the opportunities in the over-55s market?
The facts
The implications

The Market – What You Need to Know

Womenswear grows 3.7% in 2015
Decline in 16-24s may impact growth
Rising number of over-55s presents an opportunity
Consumer sentiment improves, but there remains a degree of caution
Going out is prioritised in women’s spending

Market Size and Forecast

Womenswear grows 3.7% in 2015
Figure 10: Best- and worst-case forecast of UK sales of women’s outerwear (incl. VAT), 2010-20
Sales to grow by 17.4% between 2015 and 2020
Figure 11: UK sales of women’s outerwear, at current prices, 2010-20
Forecast methodology

Market Drivers

Declining youth population could impact the sector
Rising number of over-55s, who are less price-driven
Clothing consumer prices decline in 2015
Figure 12: Consumer price indices (CPI) of clothing, March 2015-February 2016
Growing obesity links with sizing issues
Figure 13: Proportion of overweight and obese female population, 2009-14
Consumer sentiment improves, high earners prosper
Going out is prioritised in women’s spending
Smartphone ownership rises among 25-44s
Figure 14: Ownership of smartphones, laptop computers and tablet computers – Females, by age, December 2015

Key Players – What You Need to Know

M&S cuts back advertising spend and invests in customer experience
Very is the most innovative brand
Jigsaw’s and Hobbs’ campaigns challenge the norms of fashion advertising
Finery: New contemporary womenswear label to watch
Luxury brands move towards more instant access

Launch Activity and Innovations

M&S’ digital stylist experimentation pays off
Unisex clothing becomes more mainstream
Figure 15: Zara’s Ungendered sub-section online within the TRF collection, April 2016
Finery: New contemporary womenswear label to watch
M&S reaches out to younger shopper with Archive collection
Figure 16: Pieces from the Archive by Alexa collection for Marks & Spencer, Spring/Summer 2016
ASOS A-list loyalty programme
Fashion for larger sizes
Luxury brands move towards more instant access

Advertising and Marketing Activity

Advertising spend declines 4.6%
Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, 2012-15
M&S cuts back above-the-line advertising spend
Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, by advertiser, 2012-15
Campaign highlights
Jigsaw’s and Hobbs’ campaigns challenge the norms of fashion advertising
Figure 19: Images from Hobbs’ ‘Make an Understatement’ campaign, Spring/Summer 2016
Advertising that appeals to the over-50s
Press advertising prevails
Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, by media type, 2015
Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, by media type, 2012-15
Nielsen Ad Intel coverage

Space Allocation Summary

Figure 22: Estimated space allocation of leading specialist and non-specialist clothing retailers, by womenswear, menswear and childrenswear, October 2015
Detailed category space allocation
Figure 23: Broad range clothing retailers, detailed space allocations for womenswear, October 2015
Figure 24: Broad range clothing retailers, detailed space allocations for womenswear, October 2015
Estimated sales breakdown
Figure 25: Leading clothing retailers, estimated clothing product mix, 2014/15
Figure 26: Leading food retailers, estimated clothing product mix, 2014/15
Sales densities
Figure 27: Leading clothing retailers, estimated sales density, by product, 2014/15
Figure 28: Leading food retailers, estimated clothing sales density, by product, 2014/15
Market shares by product
Figure 29: Leading clothing retailers, share of product markets, 2014/15

Brand Research

What you need to know
Brand map
Figure 30: Attitudes towards and usage of selected brands, January 2016, November and August 2015
Key brand metrics
Figure 31: Key metrics for selected brands, January 2016, November and August 2015
Brand attitudes: Jigsaw is worth paying more for
Figure 32: Attitudes, by brand, January 2016, November and August 2015
Brand personality: F&F suffers tired and boring associations
Figure 33: Brand personality – Macro image, January 2016, November and August 2015
ASOS enjoys trendsetting image
Figure 34: Brand personality – Micro image, January 2016, November and August 2015
Brand analysis
Mid-market retailers: M&S, Debenhams and Next
Fashion retailers: H&M, Topshop, Jigsaw and New Look
Online-only retailers: ASOS and Very
Supermarket and value-led brands: Primark, George at Asda and F&F at Tesco

The Consumer – What You Need to Know

Young women drive fashion spend
Primark remains the leading player
Amazon’s delivery and return options put it in a strong position
Athleisure trend drives sportswear purchasing
Style and quality prevail for mature shoppers, the young prioritise low prices
Women want more stylish clothes for their age
Smart fitting rooms are a key opportunity for young fashion retailers

Women’s Spending Priorities

Going out is prioritised in women’s spending
Figure 35: What extra money is spent on, February 2016
Young women drive fashion spend
Figure 36: Spending habits for clothing, footwear and accessories, February 2016
Unseasonal autumn weather affects clothing spend

Where Do Women Buy Clothes?

Primark remains the leading player
Figure 37: Retailers from which women bought clothes for themselves, in-store and online, December 2015
M&S gains over-55 shoppers
Figure 38: Women who have bought clothing for themselves in the last 12 months from Primark, Marks & Spencer, New Look, Next and George at Asda, in-store or online, by age, December 2015
Two thirds buy clothing online
Amazon ramps up fashion offer
Supermarkets drive online clothing sales
Repertoire analysis
Figure 39: Repertoire of retailers from which clothes are bought in-store and online, December 2015

What Type of Clothes Do Women Buy?

Athleisure trend drives sportswear purchasing
Figure 40: Types of clothes women have purchased for themselves in the last 12 months, December 2015
What are the young buying?
Figure 41: Spring/Summer 2016 denim trends: Topshop ‘mom’ style jeans and Zara dungarees
Figure 42: Types of clothes women have purchased for themselves in the last 12 months, by age, December 2015
Repertoire analysis
Figure 43: Repertoire of type of clothes women bought in-store and online, December 2015

Most Important Factors When Buying Clothes

Style and quality prevail for mature shoppers
Figure 44: Most important factors when choosing one retailer over another when shopping for clothes, December 2015
Young shoppers prioritise low prices
Figure 45: Most important factors when choosing one retailer over another when shopping for clothes, by age, December 2015
Sustainable clothing must still meet style and price aspirations
Creating an engaging story to make ethical sourcing a greater priority

What Women Would Like to See Improved In-store

Women want more stylish clothes for their age
Figure 46: What women would like to see improved when shopping for clothes in-store, December 2015
Queuing at the till is the biggest issue for young women
Figure 47: What women would like to see improved when shopping for clothes in-store, by age, December 2015
Inconsistency of sizing remains a problem

What Women Would Like to See Improved Online

Returns process has room for improvement
Figure 48: What women would like to see improved when shopping for clothes online, December 2015
Urban dwellers demand more delivery options
Figure 49: What women would like to see improved when shopping for clothes online, by age, December 2015
Young women drive the need for smartphone and tablet-friendly websites

Interest in Innovations

Technology to help overcome sizing issues has strong appeal
Figure 50: Innovations women are most interested in when buying clothes in-store or online, December 2015
Smart fitting rooms are a key opportunity for young fashion retailers
Figure 51: Oak Labs’ smart fitting room technology, 2015
Varied experiences make stores a destination

CHAID Analysis

Methodology
Sizing technology appeals to female 16-44s
Figure 52: Interest towards online sizing technology – CHAID – Tree output, December 2015
Figure 53: Interest towards online sizing technology – CHAID – Table output, December 2015

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Consumer research methodology
Figure 54: Interest towards online sizing technology – CHAID – Table output, December 2015

Appendix – Market Size and Forecast

Forecast methodology
Figure 55: Best- and worst-case forecast of UK sales of women’s outerwear, 2015-20

List of Table

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