Table of Contents
Issues in the Market
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- Main themes
- Definition
Future Opportunities
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- It’s all about understanding
- Emphasising the unusual
- Trusting the label
- Caring for the environment
- Mood from Food (from Inspire trends)
- Life After Debt (from Inspire trends)
Market in Brief
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- Small but growing fast
- Burgeoning variety
- Promising supply initiatives
- Brands and retailers
- What consumers think
- Future prospects
Internal Market Environment
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- Key points
- Market context
- Wider implications
- Do consumers trust the labelling?
- A growing drive to change
- How important is fashion?
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- Figure 1: Trends in attitudes towards looks, by gender, 2008
- From hippy to chic
- Fashion and celebrity
- How much do ethics influence behaviour?
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- Figure 2: Ethical attitudes, by gender, 2008
- Potential for behavioural change
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- Figure 3: Factors taken into account when buying food, by demographic group, Fairtrade Foods report, November 2008
Broader Market Environment
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- Key points
- ABC1s on the up
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- Figure 4: UK population, by socio-economic group, 2003-13
- Education, education, education
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- Figure 5: Higher Education qualifications obtained in UK, by level of study, 1996/97-2006/07
- An ageing population
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- Figure 6: Age structure of the UK population, 2003-13
- A tougher economy
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- Figure 7: Trends in GDP, PDI and consumer expenditure, 2003-13
- The likely impact on ethical clothing
- New opportunities online
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- Figure 8: Internet penetration at home/work/place of study or elsewhere, by demographic group and working status, Internet quarterly report, 2003-08
- Other publicity
Competitive Context
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- Key points
- Clothing market sectors
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- Figure 8: Market value of clothing products, 2003-07
- Ethical beauty
- Altruism at work
- More on the scope of the internet
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- Figure 9: Types of websites browsed for information purposes in the last three months, Internet quarterly report, December 2008
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Technology for sustainability
- Recovering and recycling
- A new umbrella for sustainable fashion
- Ethical fashion goes high profile
Market Value and Forecast
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- Key points
- Small but unlimited potential
- An impressive trajectory
- Future
Segment Performance
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- Key points
- How the market is made up
- Expansion and transformation
- How materials are used
- From practical basics…
- …to high fashion and evening wear
- Pricing
Companies and Products
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- Key points
- Major multiples in a nutshell
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- Figure 10: Major multiple fashion stores and their ethical trading policies on clothing and ranges, January 2009
- Figure 11: Other major multiples and their ethical trading policies on clothing and ranges, January 2009
- Substantial steps but some way to go
- Vulnerable spots
- Primark and others
- Outside the mainstream – specialists large and small
Brand Communication and Promotion
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- Key points
- Little direct – mainly issues-led
- Topshop striking out
- Elsewhere in retail
- Higher-impact fashion events
- Right up to date
- Fairtrade events
Channels to Market
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- Key points
- On the high street
- Online for the full experience
- Another alternative
The Consumer – Where They Buy
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- Key points
- The importance of size
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- Figure 12: Where they regularly buy clothing, November 2008
- Variety for choice and purpose
- Existing customer profiles
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- Figure 13: Where they regularly buy clothing, by gender, age and socio-economic group, November 2008
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- Figure 14: Where they regularly buy clothing, by gender, age and socio-economic group, November 2008
- Implications
The Consumer – Attitudes towards Ethical Clothing
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- Key points
- It’s not mainstream yet
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- Figure 15: Attitudes towards ethical clothing, November 2008
- Indifference or not yet top priority?
- Knowledge and attitudes
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- Figure 16: Attitudes towards ethical clothing, by gender and education level, November 2008
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- Figure 17: Attitudes towards ethical clothing, by socio-economic group, November 2008
- Women and education
- What about the younger buyers?
- Implications
- Ethical statements from Mintel’s Brands Elements
- The most socially responsible retailers
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- Figure 18: Socially responsible, top ten retailers, 2008
- Retailers who care for the environment
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- Figure 19: Cares for the environment, top ten retailers, 2008
Attitudes towards Shopping for Clothes
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- Key points
- Spontaneity rules
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- Figure 20: Attitudes towards shopping for clothes, November 2008
- Socio-economics and buying
Consumer Typologies
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- Key points
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- Figure 21: Typology groups for ethical clothing, November 2008
- Potential Buyers (10%)
- Challenged and Sceptical (27%)
- Uninterested (63%)
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- Figure 22: Attitudes towards ethical clothing, by typology groups, November 2008
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- Figure 23: Attitudes towards shopping for clothes, by consumer typologies, November 2008
- Implications
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Ethical Trading Initiative
- The Base Code
Appendix – Internal Market Environment
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- Figure 24: Ethical attitudes, by age, 2008
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Appendix – Where They Buy
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- Figure 25: Where they buy clothing, by detailed demographics, November 2008
- Figure 26: Where they buy clothing, by detailed demographics, November 2008
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Appendix – Attitudes towards Ethical Clothing
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- Figure 27: Attitudes towards ethical clothing, by age, November 2008
- Figure 28: Attitudes towards ethical clothing, by detailed demographics, November 2008
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- Figure 29: Attitudes towards ethical clothing, by detailed demographics, November 2008
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Appendix – Attitudes towards Shopping for Clothes
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- Figure 30: Attitudes towards shopping for clothes, by gender, age and socio-economic group, November 2008
- Figure 31: Attitudes towards shopping for clothes, by detailed demographics, November 2008
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Appendix – Consumer Typologies
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- Figure 32: Consumer typologies, by detailed demographics, November 2008
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