Table of Contents
Issues in the Market
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- Main themes
- Definition
- Abbreviations
Future Opportunities
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- Rise of the Screenager (Trend from Inspire)
- Cool Consumer (Trend from Inspire)
- The Lost Generation (Trend from Inspire)
Market in Brief
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- Youth fashion feeling the squeeze
- More personal interpretation of styling
- Prices likely to rise
- Number of teenagers are decreasing
- Squeeze on income
- Reluctance to do without
- Innovation among retailers
- Girls and boys have different patterns
- Youth habits change as they age
- Outlook
Internal Market Environment
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- Key points
- Fashion is key
- Experimentation with trends
- Key pieces to buy
- Themes which dominate youth fashion
- Boys go preppy
- Sources of inspiration
- Internet popular for clothes
- High street will win
- Inflation
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- Figure 1: Inflation, clothing and footwear, all items, 2003-08
Broader Market Environment
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- Key points
- Fluctuating age structure will affect volumes
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- Figure 2: Population forecasts, age group, 2004-14
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- Figure 3: Population forecasts, by age groups, 2004, 2009 and 2014
- Where does the money come from?
- More staying on for full-time education
- Pocket money squeeze
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- Figure 4: Average weekly income received, by children at current prices, 2003-13
- Harder to find casual jobs
- Reluctant to give up necessities
- Recession will dampen demand
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- Figure 5: Annual percentage change in personal disposable income, at current prices, 2004-14
- Ethical and environmental issues
Competitive Context
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- Key points
- Clothes top the list of teen spending
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- Figure 6: Average amount spent per week, on individual items, by 15-19-year-olds, 2004, 2006 and 2008*
- Figure 7: How money is spent, top 10 answers, 11-14s, 2002 and 2008
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- Figure 8: How money is spent, top 10 answers, 15-19s, 2002 and 2008
- Clothes are high on the list
- Teenage necessities
- We won’t do without
- Teenage ‘shopaholics’
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- New Look’s rewarding social website
- Uniqlo’s arty tees
- Tesco taking online seriously
- Topshop plays on a global stage
- Liam Gallagher launches for blokes
- Zara makes major men’s move
- Asos launches discount site
- Net-a-Porter launching low-price designer site
Market Value and Forecast
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- Key points
- Consumer spending on clothing and footwear
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- Figure 9: Retail sales, clothing and footwear, excl. VAT, 2004-09
- Higher volume growth in clothing
- What the teenagers spend
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- Figure 10: UK: Consumer spending on clothing and footwear, incl. VAT, 2004-14
- Factors used in the forecast
Segment Performance
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- Key points
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- Figure 11: Teenage clothing and footwear spending, by gender, 2004-09
- How youths spend their own money
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- Figure 12: New clothes bought with own money, 2008
- Trend in garments
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- Figure 13: Trend in new clothes had in the last year, 2004-07
- Key trends favour dresses, T-shirts, jeans and jackets
- How shopping varies by gender
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- Figure 14: Top ten new clothes bought, by gender, 2008
- Girly girls
- Jeans and hoodies for the boys
- Casuals rule OK
Companies and Products
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- Key points
- Fashion specialists
- Topshop/Topman(Arcadia)
- Primark
- River Island
- H&M
- Next
- New Look
- Other young fashion retailers
- Non-specialists in youth fashion
- Menswear specialists aiming at teens
- Sports clothing retailers
- Brands
Brand Communication and Promotion
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- Key points
- Retailers dominate advertising spending for youth fashion
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- Figure 15: Main monitored media advertising expenditure, on youth fashion, 2004-08
- Media spend by channel
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- Figure 16: Main monitored media advertising expenditure on fashion advertising, by media type, 2004-08
- Who is spending?
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- Figure 17: Main monitored media advertising expenditure on youth fashion, by top advertisers, 2004-08
Channels to Market
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- Key points
- Value retailers
- Specialists
- Sports shops
- Independent stores
- Variety stores
- Department stores
- Mail order/online
- Supermarkets
- Outlet centres
Brand Elements
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- Brand map
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- Figure 18: Attitudes and usage of youth fashion brands, March 2009
- Brand qualities of youth fashion brands
- Cool at Topshop, and River Island
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- Figure 19: Personalities of various youth fashion brands, March 2009
- Experience of youth fashion brands
- Primark most regular haunt, Carhartt lacks awareness
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- Figure 20: Consumer usage of various youth fashion brands, March 2009
- Brand intentions for youth fashion brands
- Mixed appeal for Arcadia: Topshop loyalty, but Miss Selfridge a turn-off
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- Figure 21: Consideration of various youth fashion brands, March 2009
- Brand satisfaction for youth fashion brands
- In the know and hot to trot: ASOS and Superdry strongly satisfy
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- Figure 22: Satisfaction with various youth fashion brands, March 2009
- Brand commitment to youth fashion brands
- High street most recommended, but G-Star Raw has dedicated followers
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- Figure 23: Commitment to various youth fashion brands, March 2009
- Brand profiles
- Topshop/Topman
- What the consumer thinks
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- Figure 24: Attitudes towards the Topshop/Topman brand, March 2009
- Carhartt
- What the consumer thinks
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- Figure 25: Attitudes towards the Carhartt brand, March 2009
- River Island
- What the consumer thinks
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- Figure 26: Attitudes towards the River Island brand, March 2009
- ASOS
- What the consumer thinks
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- Figure 27: Attitudes towards the ASOS brand, March 2009
- H&M
- What the consumer thinks
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- Figure 28: Attitudes towards the H&M brand, March 2009
- Diesel
- What the consumer thinks
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- Figure 29: Attitudes towards the Diesel brand, March 2009
- Bench
- What the consumer thinks
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- Figure 30: Attitudes towards the Bench brand, March 2009
- Primark
- What the consumer thinks
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- Figure 31: Attitudes towards the Primark brand, March 2009
- Round up
The Consumer – Where Teenagers Shop
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- Key points
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- Figure 32: Where teenagers shop for clothes, February 2009
- Primark sets the pace
- Staying on top
- Youths using the supermarkets
- Chicks and clicks
- Sporty casuals
- Where they shop by age and gender – the gender divide
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- Figure 33: Where they shop, by gender and age, February 2009
- Where the boys are
- Next and sports shops lose out as boys age
- Edgier fashions fare better among older teens
- Nine in ten young teen girls use Primark
- They move on from Primark
- ABs are more inclined to shop
- Online means even more shops
The Consumer – Their Fashion Style
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- Key points
- How youths identify with fashions
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- Figure 34: Youth fashion styles, February 2009
- Description of labels
- How styles vary by age
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- Figure 35: Youth fashion styles, by gender and age, February 2009
- Sporty youngsters
- You can’t label me!
The Consumer – Attitudes towards Shopping
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- Key points
- Shopping for pleasure
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- Figure 36: What teenagers think of shopping, February 2009
- Teenagers love to shop
- Variations by age and gender
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- Figure 37: What teenagers think of shopping, by gender, age and age by gender, February 2009
- Shop till you drop
- Attracting the boys
- Getting more active
- Brands for the boys
- Attitudes towards shopping, by where they shop
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- Figure 38: Attitudes, by where they shop, February 2009
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- Figure 39: Attitudes, by where they shop, February 2009 (continued)
- Love to shop
- Cruising the stores
- Branded
- Attitudes towards shopping by personal styles
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- Figure 40: Attitudes towards fashion, by personal style, February 2009
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- Figure 41: Attitudes, by personal style, February 2009 (continued)
- Love to shop
- Value first
- Brands for dudes
Consumer Typologies
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- Bargain Hunters (42%)
- Description
- Who are they?
- Where they shop
- Shopaholics (29%)
- Description
- Who are they?
- Where they shop
- Reluctants (29%)
- Description
- Who are they?
- Where they shop
Appendix
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- Consumer research
- ACORN
- Advertising data
Appendix – Competitive Context
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- Figure 42: How money is spent, 11-14s and 15-19s, 2002 and 2008
- Figure 43: New clothes bought, by gender, 2008
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Appendix – Where They Buy
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- The social divide
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- Figure 44: Where they shop, by socio-economic group, February 2009
- How work status affects their spend
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- Figure 45: Where they shop, by working status, February 2009
- Figure 46: Where they shop, by region, February 2009
- Figure 47: Where they shop, by mobile phone network, February 2009
Appendix – Attitudes towards Shopping
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- Figure 48: The youth fashion styles, by socio-economic group and working status, February 2009
- Figure 49: The youth fashion styles, by region, February 2009
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- Figure 50: The youth fashion styles, by mobile phone network, February 2009
- Figure 51: What they think of shopping, by socio-economic group, working status and region, February 2009
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- Figure 52: What they think of shopping, by mobile phone network, February 2009
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Appendix – Consumer Typologies
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- Figure 53: Where they shop, by target groups, February 2009
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- Figure 54: Personal style, by target groups, February 2009
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- Figure 55: Repertoire of personal style, by target groups, February 2009
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- Figure 56: Target groups, by demographics, February 2009
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