Table of Contents
Executive Summary
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- Domestic holidays down as people head overseas
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- Figure 1: Number of domestic and overseas holidays, 2009-14
- Retailers use festivals as a marketing tool
- Gap in the market for young male holiday wear
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- Figure 2: Purchasing of fashion items for different summer events, September 2015
- Department stores are the number one choice for occasionwear
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- Figure 3: Retailers where fashion items for summer 2015 holidays and/or wedding or other special events during summer 2015 were purchased, September 2015
- Women prioritise flattering fitting occasionwear
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- Figure 4: What would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special occasion in the summer, September 2015
- Half buy occasionwear from usual retailers
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- Figure 5: Agreement with attitudes towards purchasing clothes for a wedding, races or other formal event in the summer, September 2015
- Female over-45s want multipurpose holiday wear
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- Figure 6: Agreement with attitudes towards purchasing clothes for summer holidays or festivals, September 2015
- What we think
Issues and Insights
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- How can retailers drive holiday wear purchases?
- The facts
- The implications
- What types of retailers stand out for occasionwear?
- The facts
- The implications
- What opportunities are there for driving sales of clothes for weddings or other special occasions in the summer?
- The facts
- The implications
Market Drivers
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- Summer temperatures fall below average in 2015
- Domestic holidays down as people head overseas
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- Figure 7: Number of domestic and overseas holidays, 2009-14
- Figure 8: Long-haul vs. short-haul holidays, by volume, 2009-14
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- Figure 9: Domestic vs overseas holidays expenditure, 2009-14
- 16-24s are the main festival attendees
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- Figure 10: Music festival visiting, by age, June 2015
- Wedding season peaks in August
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- Figure 11: Month of occurrence for marriages in England and wales, 2010 and 2011*
- Smartphone ownership fuels photo sharing activity
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- Figure 12: Personal ownership of consumer technology products, by age, June 2015
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- Figure 13: Online activities performed in the last three months, by age, June 2015
- Falling 15-24s could pose a challenge
Key Players – What You Need to Know
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- Retailers use festivals as a marketing tool
- Expert advice is in fashion
- Sustainable swimwear
- Men’s made-to-measure and style advice services
- Pre-summer advertising peaks in March
- M&S and H&M biggest spenders on beachwear ads
- Summer advertising campaigns
Innovations and Launch Activity
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- Holidays, festivals and summer wear
- Festivals used as a marketing tool
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- Figure 14: H&M’s co-branded collection with the Coachella Valley Music and Arts Festival, 2015
- Growing market for men’s luxury swimwear
- Expert advice is in fashion
- Topshop’s colour palette tool for shopping the season
- The brand behind the colour-block bikini trend
- Recycled materials create long-lasting swimwear
- Topshop launches resort collection
- Capturing the travelling customer
- Weddings and formal occasions
- Made to Measure service
- The introduction of sub-brands drives suit sales
- New hub for men’s wedding style advice
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- Figure 15: Screenshot from Hackett’s wedding style platform, The Stag
- Fashion mini bar: an opportunity in the wedding and races season
- ASOS enters the bridesmaid market
Advertising and Marketing Activity
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- Pre-summer advertising peaks in March
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- Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on fashion and accessories, February-August 2014 and 2015
- Advertising spend on beachwear
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- Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on beachwear, February-August 2011-15
- Figure 18: Sainsbury’s spring/summer marketing
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- Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on beachwear, by media type, 2015
- Summer advertising campaigns: the high street
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- Figure 20: A shot from Very’s #Can’tWaitForSummer television advert, 2015
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- Figure 21: Ted Baker’s spring/summer 2015 campaign images
- Summer advertising campaigns: designer
The Consumer – What You Need to Know
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- Gap in the market for young male holiday wear
- A quarter of under-35s buy fashion for festivals
- A fifth buy items for weddings
- Department stores are the number one choice for occasionwear
- Women prioritise flattering fitting occasionwear
- Young want formal clothes designs that stand out
- Half buy occasionwear from usual retailers
- 54% of women struggle to know what to wear to formal events
- Female over-45s want multipurpose holiday wear
- Young women drive swimwear purchases
Purchasing for Summer Events
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- Gap in the market for young male holiday wear
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- Figure 22: Types of fashion items purchased for different summer events, September 2015
- Driving purchasing of holiday footwear and accessories among older women
- A quarter of under-35s buy fashion for festivals
- A fifth buy items for weddings
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- Figure 23: Purchasing of fashion items for different summer events, September 2015
- Young females buy clothes, shoes and accessories for holidays
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- Figure 24: Repertoire of items purchased for summer holiday in 2015, September 2015
Where Fashion Items for Summer Events Were Purchased
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- Primark is the holiday retailer of choice
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- Figure 25: Retailers where fashion items for summer 2015 holidays and/or wedding or other special events during summer 2015 were purchased, September 2015
- Young women shop at New Look and H&M for holidays
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- Figure 26: Retailers where fashion items for summer 2015 holidays were purchased, by gender, September 2015
- Department stores are the number one choice for occasionwear
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- Figure 27: Retailers where fashion items were purchased for weddings or other special events during summer 2015, by gender, September 2015
- Less than one in 10 buy from occasionwear specialists
Encouraging Purchasing of Clothes for a Wedding or Other Special Occasion in the Summer
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- Women prioritise flattering fitting occasionwear
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- Figure 28: What would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special occasion in the summer, September 2015
- Low prices
- Young want designs that stand out
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- Figure 29: Agreement with ‘designs that stand out’ as one of the factors that would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special occasion in the summer, by age, September 2015
Attitudes towards Purchasing Clothes for a Wedding, Races or Other Formal Event in the Summer
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- Half buy occasionwear from usual retailers
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- Figure 30: Agreement with attitudes towards purchasing clothes for a wedding, races or other formal event in the summer, September 2015
- 54% of women struggle to know what to wear to formal events
- Men keen on retailers that offer alteration services
- Under-45s keen on personal shopper for occasionwear
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- Figure 31: Attitudes towards clothes purchasing in the summer – CHAID – Tree output, September 2015
- Methodology
Attitudes towards Purchasing Clothes for Summer Holidays or Festivals
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- Female over-45s want multipurpose holiday wear
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- Figure 32: Agreement with attitudes towards purchasing clothes for summer holidays or festivals, September 2015
- Seasonal summer sales
- Young women drive swimwear purchases
- Holiday or festival pages online
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer research methodology
- Abbreviations
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