Table of Contents
Issues in the Market
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- Main issues
- Definition
Insights and Opportunities
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- The demanding under-25s
- Catering for time-poor parents
- Keeping it simple for ABs
- Coaxing the male shopper
Market in Brief
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- Online fashion market expected to reach £3 billion in 2008
- What is driving the online fashion market?
- How consumers shop online
- Multi-channel retailers step up investment
- Catalogue operators have the biggest slice of the action
- Pureplayers: Small but growing
- The online fashion prospects
- What are the opportunities?
Fast Forward Trends
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- Trend 1: Cool Consumer
- Definition
- What’s next?
- Trend 2: No Middleman
- Definition
- What’s next?
- Trend 3: Deseasonalisation
- Definition
- What’s next?
Industry Insights
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- Key points
- Impact from the economic downturn
- Expectations for 2009
- The best online fashion retailers
- Customer expectations and delivery
- What is happening within website navigation?
- Is offline presence essential?
- Marketing strategies trends
- Which e-tailers are best at marketing?
- Will any retailers be able to hold out against going online?
- How can returns rates be reduced?
- What are the obstacles and the opportunities for future growth?
Internal Market Environment
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- Key points
- The growth of the 35-44 shoppers
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- Figure 1: Percentage of internet users buying clothing and footwear in the past three months, by gender, age, socio-economic group and presence of children, July 2006 and April 2008
- Fashion close to overtaking books
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- Figure 2: Top ten, physical goods retailers’ websites, actually purchased from in the last three months, 2003-08
- Broadband: More and faster
- The growth in mobile access
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- Figure 3: Broadband internet, at home penetration, 2003-08
- Increasing availability of ranges online
- Internet fraud worries still important
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- Figure 4: Extent to which security concerns affect purchasing on the web, April 2008
- Improving customer experience
Broader Market Environment
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- Key points
- Increased price sensitivity?
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- Figure 5: PDI, at current and constant 2003 prices, 2003-13
- Spending slowdown
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- Figure 6: Consumer expenditure, 2003-13
- The over-45s to grow
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- Figure 7: UK population, by age, 2003-13
- Clothing and footwear price deflation
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- Figure 8: Clothing and footwear spending, 2003-08
- Professional and managerial jobs will boost online sales
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- Figure 9: UK adult population aged 15+, by socio-economic group, 2003-13
Market Size and Forecast
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- Key points
- Online fashion market booms
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- Figure 10: Market size and forecast of online retail sales of clothing and footwear, 2003-08
- Forecast
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- Figure 11: Market size and forecast of online retail sales of clothing and footwear, 2003-13
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- Figure 12: Market size and forecast of online retail sales of clothing and footwear, 2003-13
- Figure 13: Online spending as a percentage of total spending on clothing and footwear, at current and constant 2008 prices, 2003-13
- Online spend to take up a tenth of market
- Factors used in the forecast
Who’s Innovating?
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- Creating a buzz on social networks
- Organising your store around the customer
- Testing new markets with the internet
- Twinning up lifestyle and fashion
- Making the most of TV ad spend
- Borrowing from the music world
- Time for online pop-ups?
- Crowd funding in fashion
- New Look adds community dimension
Market in Context
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- Key points
- Online retail sales
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- Figure 14: Online and total retail sales, at current prices (Inc. VAT), 2003-08
- Fashion’s share of online
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- Figure 15: Online retail sales of clothing & footwear compared with total online Retail sales (Inc. VAT), 2003-08
- Online becomes major fashion distribution channel
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- Figure 16: Consumer online and total spending on clothing and footwear, at current prices, 2003-08
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Channels of Distribution
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- Catalogue retailers dominate
- Multi-channel to expand further
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- Figure 17: Shares of online fashion market, by channel, 2008 (est)
The Consumer – Where Do They Buy Clothing Online?
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- Key points
- Online clothing shopping – trend data
- Marks & Spencer opens up lead on high street rivals
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- Figure 18: Where they buy fashion online, for themselves and for others, May 2008
- Marks & Spencer a success with AB women
- Debenhams attracts young audience
- John Lewis attracts upmarket gifters
- Next weak on attracting male shoppers
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- Figure 19: Where they have bought clothing online, by age, gender and socio-economic group, May 2008
- Oasis and River Island weak in buying for others
- Burton and Topman competing head on
- Few Dorothy Perkins female shoppers buy for others
- Monsoon fails to attract its core 35-54 audience
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- Figure 20: Where they have bought clothing online, by age, gender and socio-economic group, May 2008
- Sports shops could attract more upmarket customers
- Austin Reed and Wallis miss out on self buyers
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- Figure 21: Where they have bought clothing online, by age, gender and socio-economic group, May 2008
- New Look misses out on older groups
- Tesco a popular choice
- Catalogue operators retain their audience
- ASOS level with Topshop
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- Figure 22: Where they have bought clothing online, by age, gender and socio-economic group, May 2008
- La Redoute could attract more men
- Figleaves attracts male gifters
- Auction sites hugely popular across the spectrum
- Almost half of men haven’t bought clothing online
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- Figure 23: Where they have bought clothing online, by age, gender and socio-economic group, May 2008
The Consumer – What They Bought Online
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- Figure 24: What they buy online, May 2008
- Key points
- T-shirts are favourite category
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- Figure 25: what they bought online, by age, gender and socio-economic group, May 2008
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- Figure 26: What they bought online, by age, gender and socio-economic group, May 2008
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The Consumer - What They Think Of Buying Clothing Online
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- Key points
- Delivery – the crucial appeal
- More choice
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- Figure 27: What they think of buying clothing online, May 2008
- Men more price-driven
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- Figure 28: What they think of buying clothing online, by gender, age and socio-economic group, May 2008
- 20-24s believe there is more choice
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- Figure 29: What they think of buying clothing online, by gender, age and socio-economic group, May 2008
- 20-44s lack shopping time
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- Figure 30: What they think of buying clothing online, by gender, age and socio-economic group, May 2008
- Under-25s still like the high street
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- Figure 31: What they think of buying clothing online, by gender, age and socio-economic group, May 2008
- Fashion online repertoire
- Auction sites, LX Direct and M&S customers are most loyal
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- Figure 32: Number of online retailers used, by retailer, May 2008
- The 20-24s shop around the most
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- Figure 33: Number of online retailers used, by gender, age, May 2008
Consumer Typologies
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- Key points
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- Figure 34: Consumer typologies, May 2008
- Group 1: Price Powered (21%)
- Who are the Price Powered?
- Marketing message
- Group 2: Online Hesitants (21%)
- Who are the Online Hesitants?
- Marketing message
- Group 3: Online Fanatics (16%)
- Who are the Online Fanatics?
- Marketing message
- Group 4: High Street Loyalists (42%)
- Who are the High Street Loyalists?
- Marketing message
Retail Competitor Analysis
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- Key points
- Leading pure-players
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- Figure 35: Leading pureplay online fashion retailers, 2008
- Catalogue operators
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- Figure 36: Leading catalogue fashion retailers, 2008
- Multi-channel retailers
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- Figure 37: Leading multi-channel online fashion retailers, 2008
- Evaluation
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- Figure 38: Online retailers, evaluation, 2008
- Retailer recommendations
Retailer Profiles
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- Arcadia
- Market positioning
- Strategic evaluation
- Financial performance
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- Figure 39: Arcadia, turnover, operating profits and margin, 2002-07
- Brands/product offering
- Advertising and marketing
- ASOS
- Market positioning
- Strategic evaluation
- Financial performance
- Current trading
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- Figure 40: ASOS, Group financial performance, 2002-08
- Brands/product offering
- Operational issues
- Advertising and marketing
- Boden
- Market positioning
- Strategic evaluation
- Financial performance
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- Figure 41: JP Boden & Co, financial performance, 2001-06
- Brands/product offering
- Operational issues
- Advertising and marketing
- Debenhams
- Market positioning
- Strategic evaluation
- Financial performance
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- Figure 42: Debenhams, gross transaction value, turnover, operating profits, pre-tax profits and margin, 2002-07
- Brands/product offering
- Operational issues
- Advertising and marketing
- Figleaves.com
- Market positioning
- Financial performance
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- Figure 43: Figleaves Global Trading Ltd, turnover, operating profits and margin, 2002-07
- Brands/product offer
- Advertising and marketing
- Littlewoods Shop Direct Group
- Market positioning
- Strategic evaluation
- Financial performance
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- Figure 44: Littlewoods Shop Direct Group, turnover, operating profits and margin, 2002-07
- Brands/retail offering
- Operational issues
- Advertising and marketing
- Marks & Spencer
- Market positioning
- Strategic evaluation
- Financial performance
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- Figure 45: M&S UK, retail sales, by merchandise category, operating profits and margin, 2005-08
- Brands/retail offering
- N Brown
- Market positioning
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- Figure 46: N Brown group, turnover, operating profits and margin, 2003-08
- Brands/retail offering
- Next
- Market positioning
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- Figure 47: Next, turnover, operating profits and margin, 2003-08
- Brands/retail offering
- Otto UK
- Market positioning
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- Figure 48: Freemans, turnover, operating and pre-tax profits and margin, 2002-07
- Figure 49: Grattan, turnover, operating and pre-tax profits and margin, 2002-07
- Brands/retail offering
Appendix
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- Abbreviations & Definitions
Appendix: Where Do They Buy Clothing Online
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- Figure 50: Where they bought clothing online, by region, daily newspapers, internet usage and supermarket used, May 2008
- Figure 51: Where they bought clothing online, by region, daily newspapers, internet usage and supermarket used, May 2008
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- Figure 52: Where they bought clothing online, by region, daily newspapers, internet usage and supermarket used, May 2008
- Figure 53: Where they bought clothing online, by region, daily newspapers, internet usage and supermarket used, May 2008
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- Figure 54: Where they bought clothingonline, by region, daily newspapers, internet usage and supermarket used, May 2008
- Figure 55: Where they bought clothing online, by region, daily newspapers, internet usage and supermarket used, May 2008
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Appendix: What They Bought Online
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- Figure 56: Items bought online, by region, daily newspapers, internet usage and supermarket used, May 2008
- Figure 57: Items bought online, by region, daily newspapers, internet usage and supermarket used, May 2008
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Appendix: What They Think of Buying Clothing Online
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- Figure 58: What they think of buying online, by region, daily newspapers, internet usage and supermarket used, May 2008
- Figure 59: What they think of buying online, by region, daily newspapers, internet usage and supermarket used, May 2008
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- Figure 60: What they think of buying online, by region, daily newspapers, internet usage and supermarket used, May 2008
- Figure 61: What they think of buying online, by region, daily newspapers, internet usage and supermarket used, May 2008
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Appendix: Consumer Typologies
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- Figure 62: Consumer typologies, by attitudes towards online clothes shopping, May 2008
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- Figure 63: Typologies, by gender, age, socio-economic group, region, internet usage, mobile phone network, daily newspaper and supermarket used, May 2008
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- Figure 64: Number of online retailers used, by region, daily internet usage, mobile phone network provider, daily newspaper and supermarket used, May 2008
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- Figure 65: Number of items bought online, by type of item, May 2008
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- Figure 66: Number of items bought online, by type of item, May 2008
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