Menswear - UK - March 2016

OVERVIEW
What you need to know
Products covered in this report
Includes
Excludes
EXECUTIVE SUMMARY
The market
Menswear grows by 4.1% in 2015
Figure 1: Best and worst case forecast of UK sales of men’s outerwear, 2010-20
An ageing male population
65% of men overweight or obese
Companies, brands and innovations
M&S is the most trusted brand
Figure 2: Attitudes towards and usage of selected brands, January 2016, November and August 2015
Retailers focus on menswear
Designers debut men’s collections
Uplift in men’s fashion advertising in 2015
The consumer
Capitalising on demand for male fashion accessories
Figure 3: Spending habits for clothing, footwear and accessories, by gender, February 2016
Primark remains leading clothing retailer
Figure 4: Retailers from where men bought clothes for themselves, in-store and online, December 2015
Trend for sportswear continues
Figure 5: Types of clothes men have purchased for themselves in the last 12 months, December 2015
Young men prioritise quality of clothes
Figure 6: Most important factors when choosing one retailer over another when shopping for clothes, December 2015
One fifth want clothes in larger sizes
Figure 7: What men would like to see improved when shopping for clothes in-store, December 2015
Returns are a major issue
Figure 8: What men would like to see improved when shopping for clothes online, December 2015
Demand for sizing technology
Figure 9: Innovations men are most interested in when buying clothes in-store or online, December 2015
What we think
ISSUES AND INSIGHTS
How has the menswear market performed?
The facts
The implications
What are the opportunities for growth?
The facts
The implications
What innovations can help to drive interest in the menswear market?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Menswear grows by 4.1% in 2015
Menswear to increase by 22.5% by 2020
Double-digit growth in the number of over-55s
65% of men overweight or obese
Increase in men with healthy finances
Leisure competing with clothing
Larger smartphone screens enabling greater browsing
MARKET SIZE AND FORECAST
Menswear grows by 4.1% in 2015
Figure 10: Best and worst case forecast of UK sales of men’s outerwear, 2010-20
Menswear to increase by 22.5% by 2020
Figure 11: UK sales of men’s outerwear at current prices, 2010-20
Forecast methodology
MARKET DRIVERS
Double-digit growth in the number of over-55s
65% of men overweight or obese
Figure 12: Proportion of overweight and obese male population, 2009-14
Increase in men with healthy finances
Figure 13: How respondents would describe their financial situation, by gender, January 2016
Leisure competing with clothing
Figure 14: What extra money is spent on, by gender, January 2016
Larger smartphone screens enabling greater browsing
Figure 15: Ownership of smartphones, laptop computers and tablet computers, male by age, September 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Designers debut men’s collections
Menswear pop-ups
Collaborations
Uplift in men’s fashion advertising in 2015
M&S is the most trusted brand
Topman seen as trendsetting
LAUNCH ACTIVITY AND INNOVATION
Luxury brands give unprecedented access to runway shows
Figure 16: Burberry menswear, show finale, January 2016
New menswear brand for the over-50s
Premium retailers invest in made-to-measure services
Harrods dedicates October to menswear
Retailers and brands focus on menswear
Figure 17: Whistles’ menswear account on instagram, February 2016
Collaborations
ADVERTISING AND MARKETING ACTIVITY
Uplift in men’s fashion advertising in 2015
Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, 2011-15
Top advertisers
Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by advertiser, 2012-15
Men targeted with press adverts
Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on menswear, by media type, 2015
Nielsen Media Research coverage
SPACE ALLOCATION SUMMARY
Figure 21: Estimated space allocation of leading specialist and non-specialist clothing retailers, by menswear, womenswear and childrenswear, October 2015
Detailed category space allocation
Figure 22: Broad range clothing retailers, detailed space allocations for menswear, October 2015
Figure 23: Broad range clothing retailers and supermarket chains, detailed space allocations for menswear, October 2015
Estimated sales breakdown
Figure 24: Leading clothing retailers, estimated clothing product mix, 2014/15
Figure 25: Leading food retailers, estimated clothing product mix, 2014/15
Sales densities
Figure 26: Leading clothing retailers, estimated sales density by product, 2014/15
Figure 27: Leading food retailers, estimated clothing sales density by product, 2014/15
Market shares by product
Figure 28: Leading clothing retailers, share of product markets, 2014/15
BRAND RESEARCH – MENSWEAR
What you need to know
Brand map
Figure 29: Attitudes towards and usage of selected brands, January 2016, November and August 2015
Key brand metrics
Figure 30: Key metrics for selected brands, January 2016, November and August 2015
Brand attitudes: Very seen as innovative
Figure 31: Attitudes, by brand, January 2016, November and August 2015
Brand personality: Next given an image of vibrancy
Figure 32: Brand personality – Macro image, January 2016, November and August 2015
Asos: a cutting-edge retailer
Figure 33: Brand personality – Micro image, January 2016, November and August 2015
Brand analysis
Mid-market retailers: M&S, Debenhams and Next
Fashion retailers: H&M, Topman, Jigsaw, New Look
Online-only retailers: Asos and Very
Supermarket brands: George at Asda and F&F at Tesco
Value-led retailer: Primark
THE CONSUMER – WHAT YOU NEED TO KNOW
Men continue to spend on fashion
Primark remains leading clothing retailer
Under-25s shop more online, but also visit stores more
Trend for sportswear continues
Young men prioritise quality of clothes
Growing interest in latest fashion
Demand for improving queuing system
Returns are a major issue
Men want a personalised service
MEN’S SPENDING PRIORITIES
Figure 34: Activities men have done in the last three months, January 2015 and January 2016
Capitalising on demand for male fashion accessories
Figure 35: Spending habits for clothing, footwear and accessories, by gender, February 2016
WHERE DO MEN BUY CLOTHES?
Primark remains leading clothing retailer
Figure 36: Retailers from where men bought clothes for themselves, in-store and online, December 2015
New Look grows in popularity
Figure 37: Men who have bought clothing for themselves in the last 12 months from Topman, H&M, New Look, other mid-market high street retailers and higher priced fashion retailers, in-store or online, by age group, December 2015
Under-35s shop more online
Driving purchases among older men
Figure 38: Men who have bought clothing for themselves in the last 12 months from Primark, Next and M&S, in-store or online, by age group, December 2015
Increase in young men visiting stores
Figure 39: Repertoire of in-store retailers from where men have bought clothes in the last 12 months, December 2015
WHAT TYPES OF CLOTHES DO MEN BUY?
Fashion for informality
Figure 40: Types of clothes men have purchased for themselves in the last 12 months, December 2015
Trend for sportswear continues
Impact of unseasonal weather on purchasing
57% of men only buy two types of clothes
Figure 41: Repertoire of types of clothes purchased in the last 12 months, December 2015
MOST IMPORTANT FACTORS WHEN BUYING CLOTHES
Young men prioritise quality of clothes
Figure 42: Most important factors when choosing one retailer of another when shopping for clothes, December 2015
Growing interest in latest fashion
Focusing on stylish clothes for older men
Figure 43: Most important factors when choosing one retailer of another when shopping for clothes, by age group, December 2015
Men less drawn to discounting than women
WHAT MEN WOULD LIKE TO SEE IMPROVED IN-STORE
Demand for improving queuing system
Figure 44: What men would like to see improved when shopping for clothes in-store, December 2015
One fifth want clothes in larger sizes
Figure 45: What men would like to see improved when shopping for clothes in-store, by age group, December 2015
WHAT MEN WOULD LIKE TO SEE IMPROVED ONLINE
Returns are a major issue
Figure 46: What men would like to see improved when shopping for clothes online, December 2015
Improving delivery options
INTEREST IN INNOVATIONS
Demand for sizing technology
Figure 47: Innovations men are most interested in when buying clothes in-store or online, December 2015
Men want a personalised service
Embracing smartphones in retail
Figure 48: Interest towards shopping innovations – CHAID – Tree output, December 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Figure 49: Interest towards shopping innovations – CHAID – Table output, December 2015
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 50: Best and worst case forecast of UK sales of men’s outerwear, 2010-20