Table of Contents
Executive Summary
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- The market
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- 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
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- Figure 2: Types of products bought online in the last 12 months, by device, May 2014
- Companies, brands and innovation
- Brand attitudes
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- 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
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- Figure 4: Online clothes shopping behaviour in the last 12 months, May 2014
- M&S and Next stand head to head
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- Figure 5: Multichannel retailers from where clothes were bought online in the last 12 months, May 2014
- Amazon becomes most popular pureplay for fashion
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- Figure 6: Online-only retailers from where clothes were bought in the last 12 months, May 2014
- Tablet purchases peak among 25-34s
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- Figure 7: Types of devices used to browse and purchase clothing in the last 12 months, May 2014
- Women use online discount codes
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- Figure 8: Statements about shopping and browsing for clothes online, May 2014
- 34% want to return clothes to a store
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- Figure 9: Attitudes towards shopping for clothes online, May 2014
- Demand for flexible delivery times
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- Figure 10: What would encourage consumers to buy clothes online from one retailer over another, May 2014
- What we think
Issues and Insights
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- 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
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- Trend: Life Hacking
- Trend: FSTR HYPR
- Mintel Futures Trend: Generation Next
Market Environment
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- Key points
- Broadband penetration
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- Figure 11: percentage of households with at least one member aged 16 to 74 with broadband access, 2003-13
- Shopping and selling by device
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- Figure 12: Shopping or selling online in the past three months, by device, April 2014
- Mobile device use
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- Figure 13: Shopping or selling online via tablets/smartphones in the past three months, by device, April 2014
- Shopping online by age
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- Figure 14: Shopping online in the past three months, by age, April 2014
- By product
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- Figure 15: Types of products bought online in the last 12 months, by device, May 2014
- Age structure
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- Figure 16: Trends in the age structure of the UK population, percentage change, 2014-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- 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
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- Key points
- Online fashion sales grow 14.5% in 2014
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- Figure 17: Best- and worst-case forecast of online sales of footwear and clothing, 2009-19
- Online sales growth rate to slow
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- Figure 18: Online sales of clothing and footwear, 2009-19
- Market size and segmentation
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- Figure 19: Online sales of clothing and footwear as % of total clothing and footwear sales, 2011-14
- Factors used in the forecast
Market Share
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- Key points
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- Figure 20: Estimated market share of online fashion market, by channel, 2013
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- Figure 21: Estimated market share of online fashion market, by channel and retailer, 2011-13 (est)
- Visitor numbers: Next leads
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- Figure 22: Leading apparel retail websites, ranked by total unique visitor numbers, July 2014
Companies and Products
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- Asos
- Company Overview
- Financial performance
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Key points
- Topline remains flat
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- Figure 30: Main monitored media advertising spend on online fashion, 2010-2013
- JustFab jumps to the top
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- Figure 31: Main monitored media advertising spend on online fashion, by top 15 companies, 2010-2013
- Digital delivery
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- Figure 32: Main monitored media advertising spend on online fashion, by media type, 2010-2013
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- Figure 33: Main monitored media advertising spend on online fashion, by media type % share, 2010-2013
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of brands in the online fashion sector, May 2014
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes, by online fashion brand, May 2014
- Brand personality
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- Figure 36: Online fashion brand personality – macro image, May 2014
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- Figure 37: Online fashion brand personality – micro image, May 2014
- Brand experience
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- Figure 38: Online fashion brand usage, May 2014
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- Figure 39: Satisfaction with various online fashion brands, May 2014
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- Figure 40: Consideration of online fashion brands, May 2014
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- Figure 41: Consumer perceptions of current online fashion brand performance, May 2014
- Brand recommendation
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- Figure 42: Recommendation of selected online fashion brands, May 2014
The Consumer – Who Buys Fashion Online
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- Key points
- What we asked
- 70% have bought clothes online
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- 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
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- Figure 44: Online clothes shopping behaviour in the last 12 months, by demographics, May 2014
- Men shopping more online
- 19% have not shopped online
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- 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
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- Key points
- M&S and Next stand head to head
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- 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
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- 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
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- 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
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- 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
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- 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
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- Key points
- Tablet purchases peak among 25-34s
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- 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
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- Figure 52: Types of devices used to browse and purchase clothing in the last 12 months, by multichannel retailers shopped at, May 2014
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- Figure 53: Types of devices used to browse and purchase clothing in the last 12 months, by online only retailers shopped at, May 2014
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- 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
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- 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
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- Key points
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- 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
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- Key points
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- 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
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- Key points
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- 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
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- 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
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- Figure 60: Best- and worst-case forecast of online sales of footwear and clothing, 2009-19
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Appendix – Brand Research
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- Figure 61: Brand usage, May 2014
- Figure 62: Brand commitment, May 2014
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- Figure 63: Brand momentum, May 2014
- Figure 64: Brand diversity, May 2014
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- Figure 65: Brand satisfaction, May 2014
- Figure 66: Brand recommendation, May 2014
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- Figure 67: Brand attitude, May 2014
- Figure 68: Brand image – macro image, May 2014
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- Figure 69: Brand image – micro image, May 2014
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Appendix – The Consumer – Who Buys Fashion Online?
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- Figure 70: Online clothes shopping behaviour, by demographics, May 2014
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Appendix – The Consumer – Where they Buy Clothing
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- Figure 71: Most popular retailers from where clothes are bought online, by demographics, May 2014
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- Figure 72: Next most popular retailers from where clothes are bought online, by demographics, May 2014
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- Figure 73: Other retailers from where clothes are bought online, by demographics, May 2014
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- Figure 74: Statements about shopping online, by most popular retailers from where clothes are bought online, May 2014
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- Figure 75: Statements about shopping online, by next most popular retailers from where clothes are bought online, May 2014
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- Figure 76: Statements about shopping online, by most popular retailers from where clothes are bought online, May 2014
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- Figure 77: Statements about shopping online, by next most popular retailers from where clothes are bought online, May 2014
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- Figure 78: Most popular websites used to buy clothes, by demographics, May 2014
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- Figure 79: Next most popular websites used to buy clothes, by demographics, May 2014
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- Figure 80: Statements about shopping online, by most popular websites used to buy clothes, May 2014
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Appendix – The Consumer – How People Buy Clothes Online
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- Figure 81: Devices used to buy clothes online, by demographics, May 2014
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- Figure 82: Devices used to browse clothes online, by most popular retailers from where clothes are bought online, May 2014
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- Figure 83: Devices used to browse clothes online, by next most popular retailers from where clothes are bought online, May 2014
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- Figure 84: Devices used to browse clothes online, by most popular websites used to buy clothes, May 2014
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- Figure 85: Consumers who have clicked and collected in the last 12 months, by demographics, May 2014
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Appendix – The Consumer – Statements about Shopping For Clothes Online
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- Figure 86: Statements about shopping online, by demographics, May 2014
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Appendix – The Consumer – Attitudes towards Shopping for Clothes Online
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- Figure 87: Statements about shopping online, by demographics, May 2014
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Appendix – The Consumer – Encouraging Online Purchases
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- Figure 88: Most popular factors that would encourage online purchases, by demographics, May 2014
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- Figure 89: Next most popular factors that would encourage online purchases, by demographics, May 2014
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- Figure 90: Factors that would encourage online purchases, by most popular retailers from where clothes are bought online, May 2014
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- Figure 91: Factors that would encourage online purchases, by next most popular retailers from where clothes are bought online, May 2014
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- Figure 92: Factors that would encourage online purchases, by most popular websites used to buy clothes, May 2014
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