Table of Contents
Executive Summary
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- Impact of COVID-19 on womenswear
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- Figure 1: Short, medium and long-term impact of COVID-19 on womenswear, 2021
- The market
- Womenswear suffers from big declines in sales in 2020
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- Figure 2: Best and worst-case forecast for consumer spending on womenswear, 2015-25 (prepared on 26 April 2021)
- Brexit leads to higher costs for womenswear brands
- Young women very worried about future finances
- Companies and brands
- Retailers focus on in-store experiences
- Ad spend on womenswear declines by 20% in 2020
- The consumer
- Surge in purchasing of casualwear, but also uplift in dresses
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- Figure 3: What fashion items women have bought in the last three months, March 2020 and April 2021
- 85% purchased clothes online
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- Figure 4: How women bought clothing in the last 12 months, January 2021
- Online-only retailers surge in popularity
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- Figure 5: Where women bought clothing for themselves in the last 12 months, January 2021
- Tapping into the growing second-hand market
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- Figure 6: Clothes shopping behaviour in the last 12 months and future interest, January 2021
- Fashion trends less important for Young Millennials
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- Figure 7: Changes in women’s priorities when buying clothes for themselves, January 2021
- Women see inclusive brands as offering wide range of sizes
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- Figure 8: What makes a fashion brand/retailer inclusive, by generations, January 2021
- Gen Z pay more for inclusive brands
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- Figure 9: Behaviours towards fashion brands in the last 12 months, January 2021
Issues and Insights
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- Impact of COVID-19 on the womenswear market
- What are the opportunities for growth in a challenging market?
- Differentiating the in-store experience
- Adapting to the growing importance of sustainability in fashion
- Improving the online experience through new technology
- Filling the gap in the market for stylish clothes aimed at older women
- Ensuring that a brand is truly inclusive and diverse
The Market – Key Takeaways
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- Womenswear hard hit by the pandemic
- Brexit leads to higher costs for womenswear brands
- Young women very worried about future finances
Market Size and Forecast
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- COVID-19 hits womenswear sales hard
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- Figure 10: Short, medium and long-term impact of COVID-19 on womenswear, 2021
- Womenswear declines by 13.5% in 2020
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- Figure 11: Best and worst-case forecast for consumer spending on menswear, 2015-25 (prepared on 26 April 2021)
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- Figure 12: Consumer spending on womenswear, 2015-25 (prepared on 26 April 2021)
- Young women cut back the most
- Failure of major retailers impacts the sector
- Recovery will take time
- Brexit leads to higher costs for womenswear brands
- Market drivers and assumptions
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- Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 26 April 2021)
- Learnings from the last recession
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- Figure 14: Consumer spending on womenswear, 2008-12
- Forecast methodology
Market Drivers
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- An ageing female population
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- Figure 15: Trends in the age structure of the UK female population, 2015-25
- Rising levels of obesity
- Womenswear hit by deep deflation
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- Figure 16: Consumer price inflation, March 2020-March 2021
- Women less positive about their finances than men
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- Figure 17: “How would you generally describe your financial situation at the moment?”, by gender and age, March 2021
- Young women very worried about future finances
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- Figure 18: “And how do you feel about your financial situation over the next year or so?", by women and age, March 2021
- Brexit viewed as having negative impact
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- Figure 19: Women’s economic outlook towards Brexit, March 2021
Companies and Brands – Key Takeaways
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- Retailers focus on in-store experiences
- New sustainability initiatives launched
- Ad spend on womenswear declines by 20% in 2020
Launch Activity and Innovation
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- Experiential stores
- Selfridges adds new in-store experiences
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- Figure 20: Selfridges x SoulCycle, April 2021
- Anya Hindmarch to open new five-store retail concept
- Farfetch opens Browns store with connected mirrors
- Uniqlo opens a store with an outdoor playground
- Collaborations
- North Face x Gucci
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- Figure 21: North Face x Gucci launches at Selfridges Corner Shop, January 2021
- H&M and lemlem African collection
- & Other Stories collaborates with designer Pyo
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- Figure 22: H&M and lemlem collaboration, April 2021
- Ganni teams up with LFW designer
- Extending into new categories
- Next opens Homebase shop-in-shops
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- Figure 23: Homebase garden centre at Next Camberley, April 2021
- PLT starts selling homeware
- Zara launches pet clothing
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- Figure 24: Zara pet collection raincoat, March 2021
- Online technology
- Zalando and Amazon experiment with sizing technology
- YNAP partners with AI specialists
- Sustainability
- H&M creates avatar of sustainability ambassador Maisie Williams
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- Figure 25: H&M partnership with Maisie Williams, April 2021
- Seasalt gets Soil Association certificate for cotton
- Selfridges expands pre-loved offer
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- Figure 26: Resellfridges pre-loved concept, November 2020
- Figure 27: Selfridges’ Project Earth sustainability initiative, August 2020
- Toast offers free repair service
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- Figure 28: Toast renewal repair service, April 2021
Advertising and Marketing Activity
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- Ad spend declines by 20% in 2020
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- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, 2016-21 (Jan-Apr 2021)
- Digital accounts for largest share of ad spend
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- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, by media type, 2020
- Shop Direct highest spender on womenswear
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- Figure 31: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, by top advertisers, 2020
- Key campaigns
- Missguided partners with diversity charity
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- Figure 32: Missguided competition campaign with models of diversity, September 2020
- I Saw It First collaborates with Love Island star
- Nasty Gal partners with Gen Z wine brand
- H&M launches AR campaign
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- Figure 33: H&M and Simone Rocha collaboration, March 2021
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected womenswear brands, June 2020-April 2021
- Key brand metrics
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- Figure 35: Key metrics for selected brands, June 2020-April 2021
- Brand attitudes: Joules seen as worth paying more for
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- Figure 36: Attitudes, by brand, June 2020-April 2021
- Brand personality: Seasalt is viewed as the most ethical brand
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- Figure 37: Brand personality – Macro image, June 2020-April 2021
- M&S associated with being reliable
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- Figure 38: Brand personality – Micro image, June 2020-April 2021
- Brand analysis
- Primark is the favourite womenswear brand
- Seasalt is most diverse womenswear brand
- ASOS stands out as most trusted pureplay fashion brand
The Consumer – Key Takeaways
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- Uplift in dress purchases in Q1 2021
- Tapping into the growing second-hand market
- Women see inclusive brands as offering wide range of sizes
Impact of COVID-19 on Womenswear
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- Half of women spend less on fashion since the COVID-19 pandemic
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- Figure 39: Changes to spending on clothing and accessories as a result of the COVID-19 outbreak, by age and gender, 16-22 April 2021
- Store reopenings release pent-up demand…
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- Figure 40: Activities done in the last week, 16-22 April 2021
- …but women still shopping more online
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- Figure 41: Changes in shopping behaviour as a result of the COVID-19 outbreak, by gender and age, 16-22 April 2021
- Appearance becomes less of a priority
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- Figure 42: Changes to priorities as a result of the COVID-19 outbreak, by gender and age, 19 February-1 March 2021
- Lack of summer holidays will hit sales of holiday wear
- Young women hardest hit financially by COVID-19
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- Figure 43: Changes in household employment and financial situation since the start of the outbreak, 4-12 March 2021
What They Buy
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- Big declines in purchasing of clothes and footwear
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- Figure 44: What fashion items women have bought in the last three months, March 2020 and April 2021
- Surge in purchasing of sportswear and casual items
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- Figure 45: What clothing items have been bought in the last three months, March 2020 and April 2021
- Uplift in dress purchases in April 2021
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- Figure 46: Purchasing of dresses in the last three months, December 2019-April 2021
- Women buy fewer items
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- Figure 47: Number of clothing items bought on last shopping trip, by gender, Aril 2021
- Women spend less than men per shopping trip
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- Figure 48: Amount spent on clothing items on last shopping trip, by gender, April 2021
How They Shop
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- 85% purchased clothes online
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- Figure 49: How women bought clothing in the last 12 months, January 2021
- Rise in purchasing via a smartphone
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- Figure 50: How women bought clothing in the last 12 months, December 2019 and January 2021
- Gen Z use smartphones
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- Figure 51: How women bought clothing in the last 12 months, by age, January 2021
- Gen Z shop across different channels
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- Figure 52: Repertoire of how women bought clothing in the last 12 months, January 2021
Where They Shop
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- Online-only retailers surge in popularity
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- Figure 53: Where women bought clothing for themselves in the last 12 months, January 2021
- Supermarkets and sports stores also benefited
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- Figure 54: Where women bought clothing for themselves in the last 12 months, December 2019 and January 2021
- Pureplays draw young women
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- Figure 55: Women who bought clothing in the last 12 months from online-only retailers, supermarkets, department stores and/or sports stores, by age, January 2021
- Mid-market retailers decline in popularity
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- Figure 56: Women who bought clothing in the last 12 months from value retailers, mid-market high street fashion stores, higher-priced high street fashion stores, independents and/or luxury retailers, by age, January 2021
- Targeting brand loyal older women
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- Figure 57: Repertoire of types of retailers where women have bought clothing in the last 12 months, January 2021
Changes in Shopping Behaviour
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- Tapping into the growing second-hand market
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- Figure 58: Clothes shopping behaviour in the last 12 months and future interest, January 2021
- Gen X interested in online sizing and visual search functions
- Targeting women aged 55+ with collaborations
Changes in Priorities when Buying Clothes
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- Free online delivery rises up list of priorities
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- Figure 59: Changes in women’s priorities when buying clothes for themselves, January 2021
- Women place growing importance on sustainable brands
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- Figure 60: Changes in women’s priorities when buying clothes for themselves, by age group, January 2021
- Fashion trends less important for Young Millennials
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- Figure 61: Changes in women’s priorities related to fashion trends when buying clothes for themselves, by generations, January 2021
Women’s Views on Inclusivity and Diversity in Fashion
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- Women see inclusive brands as offering wide range of sizes
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- Figure 62: What makes a fashion brand/retailer inclusive, January 2021
- Growing demand for inclusive fashion brands to use diverse models
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- Figure 63: What makes a fashion brand/retailer inclusive, by generations, January 2021
- Under-35s want to buy from charitable brands
- Gen Z pay more for inclusive brands
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- Figure 64: Behaviours towards fashion brands in the last 12 months, January 2021
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 65: Best- and worst-case forecast of consumer spending on womenswear, 2020-25
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