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Fashion Online - UK - June 2017

Published By :

Mintel

Published Date : Jun 2017

Category :

Lifestyle

No. of Pages : N/A

As consumers have become more accustomed to shopping for fashion online their expectations have been raised and retailers will have to invest more in the online shopping experience to drive sales. Delivery is becoming a key online battleground and the use of delivery passes and more dynamic delivery options could increase loyalty towards a specific retailer. As consumers crave experiences, retailers will also need to elevate the online shopping experience and make it more entertaining through the use of the latest technology such as live video on social media platforms, virtual reality and personalised customer service and stylist options.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
Online fashion sales to grow 17.2% in 2017
Figure 1: Best- and worst-case forecast of online sales of clothing, accessories and footwear, 2012-22
Social media usage
Companies and brands
Pureplays grow their share
Innovations
Young fashion pureplays seen as trendsetting
Figure 2: Attitudes towards and usage of selected brands, August 2016-May 2017
Amazon is leading online fashion adspend
Figure 3: Total above-the-line, online display and direct mail advertising expenditure on online fashion, 2014-17
The consumer
Millennials buy most fashion online
Figure 4: Types of online fashion buyers, April 2017
48% of Millennials use smartphones for fashion
Figure 5: Types of devices used to buy fashion online, April 2017
Young women favour multichannel but shopping more at pureplays
Figure 6: Types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
Amazon most popular pureplay for fashion
Figure 7: Online-only retailers from which consumers have bought fashion in the last 12 months, April 2017
Retailers need to prioritise customer service and returns
Figure 8: Satisfaction with shopping for fashion online, by different factors, April 2017
50% return items bought online
Figure 9: Online fashion shopping behaviour, April 2017
Improving deliveries to drive male purchasing
Figure 10: Interest in innovations when shopping online for fashion, April 2017
What we think

ISSUES AND INSIGHTS
Why is online fashion continuing to see strong growth?
The facts
The implications
Who are the winners and losers in online fashion?
The facts
The implications
What are the growth opportunities for online sales of fashion?
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Online fashion sales to grow 17.2% in 2017
Online fashion to remain strong but will slow
Online fashion accounts for 24% of total sales
Smartphone ownership remains steady
Social media usage
Leisure prioritised in spending
Ageing population

MARKET SIZE AND FORECAST
Online fashion sales to grow 17.2% in 2017
Figure 11: Best- and worst-case forecast of online sales of clothing, accessories and footwear, 2012-22
Online fashion to remain strong but will slow
Figure 12: Online sales of clothing, accessories and footwear, 2012-22
Online fashion accounts for 24% of total sales
Figure 13: Online sales of clothing and footwear as a % of total clothing and footwear sales, 2013-17
Forecast methodology

MARKET DRIVERS
Smartphone and tablet ownership remains steady
Figure 14: Personal ownership of consumer technology products, December 2016
12% plan to buy smartwatches
56% like brands on social media
Figure 15: Brand/product-related online activities performed in the past three months, December 2016
Social media usage
Figure 16: Social and media networks used, March 2017
Consumer confidence
Figure 17: How respondents would describe their financial situation, by gender, April 2017
Leisure prioritised in spending
Figure 18: What extra money is spent on, by gender, April 2017
Population trends

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Pureplays grow their share
Next loses share of online
Young fashion e-tailers diversify
Luxury online players see rising revenues
Voice-enabled devices
Amazon is leading online fashion adspend
Young fashion pureplays seen as trendsetting

MARKET SHARE
Pureplays grow their share
Figure 19: Estimated market shares of online sales of clothing and footwear, 2014-16
Multichannel

COMPETITIVE STRATEGIES
Young fashion retailers
Mid-market pureplays
Luxury pureplays
Up-and-coming brands

LAUNCH ACTIVITY AND INNOVATION
Messaging apps
Figure 20: WhatsApp-style conversational user interface with the very.co.uk mobile app, November 2016
Social media
Figure 21: Screenshot of Mr Porter’s shoppable Apple TV app, September 2016
More delivery options
Virtual realities
Voice-enabled devices
Personalisation
Pureplays move into physical retailing
New launches
Figure 22: Screenshot of Celine’s Instagram account, March 2017

ADVERTISING AND MARKETING ACTIVITY
Online fashion retailers cut back on adspend
Figure 23: Total above-the-line, online display and direct mail advertising expenditure on online fashion, 2014-17
Amazon is leading online fashion adspend
Boohoo first dedicated menswear campaign
Pretty Little Thing launches YouTube campaign
Very.co.uk’s £3 million autumn fashion collection campaign
Figure 24: Leading UK online fashion retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-17
Digital overtakes press ads
Figure 25: UK online fashion retail: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2014-16
Nielsen Ad Intel coverage

BRAND RESEARCH
Brand map
Figure 26: Attitudes towards and usage of selected brands, August 2016-May 2017
Key brand metrics
Figure 27: Key metrics for selected brands, August 2016-May 2017
Brand attitudes: ASOS seen as innovative
Figure 28: Attitudes, by brand, August 2016-May 2017
Brand personality: Boohoo is a fun brand
Figure 29: Brand personality – Macro image, August 2016-May 2017
Littlewoods seen as disappointing
Figure 30: Brand personality – Micro image, August 2016-May 2017
Brand analysis
Online-only giants
Young fashion pureplays
Mid-market pureplays

THE CONSUMER – WHAT YOU NEED TO KNOW
Millennials buy most fashion online
Online fashion usage
48% of Millennials use smartphones for fashion
Young women shop more at young fashion pureplays
Retailers need to prioritise customer service and returns
50% return items bought online
Young men most influenced by social media blogs
Improving deliveries to drive male purchasing
Parents of young kids drawn to virtual reality

ONLINE FASHION PURCHASING
Millennials buy most fashion online
Figure 31: People who answered yes to having bought any fashion items online in the last 12 months, by gender and age, April 2017
Online fashion usage
Figure 32: Types of online fashion buyers, April 2017
25% of young men buy all fashion online
Figure 33: Types of online fashion buyers, by gender and age, April 2017

DEVICES USED TO BUY FASHION ONLINE
48% of Millennials use smartphones for fashion
Figure 34: Types of devices used to buy fashion online, April 2017
Figure 35: Types of online fashion buyers, by types of devices used to buy fashion online, April 2017

WHERE PEOPLE BUY FASHION ONLINE
Young multichannel fashion retailers no longer first port of call
Figure 36: Types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
Department stores focus on online
Amazon most popular pureplay for fashion
Figure 37: Online-only retailers from which consumers have bought fashion in the last 12 months, April 2017
Young women shop at young fashion pureplays
Men aged 25-44 shop more at pureplays
Majority shop online at few retailers
Figure 38: Repertoire of types of retailers from which consumers have bought fashion online in the last 12 months, April 2017

SATISFACTION WITH SHOPPING FOR FASHION ONLINE
Dissatisfaction with fit of clothes
Figure 39: Satisfaction with shopping for fashion online, by different factors, April 2017
Retailers need to prioritise customer service and returns
Promote deliveries and payment process
Figure 40: Key drivers of overall satisfaction with online fashion purchases, April 2017
Figure 41: Correlation (R) values with overall satisfaction key driver output, April 2017
Methodology

ONLINE FASHION SHOPPING BEHAVIOUR
50% return items bought online
Figure 42: Online fashion shopping behaviour, April 2017
Use of credit
Young men most influenced by social media blogs
33% like fashion brands on social media
Figure 43: Fashion online – CHAID – Tree output, April 2017
Methodology

INTEREST IN INNOVATIONS
Improving deliveries to drive male purchasing
Figure 44: Interest in innovations when shopping online for fashion, April 2017
Interest in chatbots
Parents of young kids drawn to virtual reality

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Key driver analysis
Interpretation of results
Figure 45: Correlation (R) values with overall satisfaction – Key driver output, April 2017
Figure 46: Satisfaction with online fashion purchase factors, April 2017

APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology

List of Table

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