Table of Contents
Issues in the Market
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- Main themes
- Definitions
- Abbreviations
Future Opportunities
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- Living offline (trend from Inspire)
- Keeping the 25-34s happy
- Men online: Tackling their priorities
Market in Brief
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- Continued growth for online fashion
- Wider choice and online launches boost market
- Technology usage also adds to growth
- Improving service and websites a plus
- Internet usage growth stalls
- Economic downturn and sourcing costs will have an impact
- Potential for growth from new shoppers
- Next and M&S lead in terms of market penetration
- Free shipping and returns top consumers' demands
- Winners and losers
- What the future holds
Internal Market Environment
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- Key points
- Fashion now the most popular online purchase
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- Figure 1: Top websites purchased from in the last three months, April 2008-April 2009
- Product ranges widen and more retailers go online
- Discounting expands on the internet
- Card frauds not putting shoppers off
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- Figure 2: Experience of computer-based security threats, and the impact it has had on web usage behaviour, April 2009
- Improving customer experience
Broader Market Environment
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- Key points
- More affluent consumers
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- Figure 3: Forecast adult population trends, by socio-economic group, 2004-14
- Consumer expenditure will take a hit
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- Figure 4: Trends in personal disposable income and consumer expenditure, 2004-14
- Internet penetration and broadband use: Two thirds now have access
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- Figure 5: Broadband internet at home penetration, 2003-09
- Potential for m-commerce
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- Figure 6: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age and working status, 2003-09
- Rising prices to encourage upmarket shift
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- Figure 7: UK actual and projected price inflation, in clothing and footwear, 2004-14
- More 25-34s and over-45s
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- Figure 8: UK population, by age groups, 2004-09 and 2009-14
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Video 'Look Books' – how to reach the 18-25s
- UniQlo – exploiting the possibilities of Web 2.0
- Engaging the male consumer
- Delivery – finding the right level of convenience
- Online discounting – the boom continues
- Reaching customers with mobile technology
Market Size and Forecast
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- Key points
- Online fashion market to reach £4.1 billion
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- Figure 9: Market size and forecast of online consumer expenditure on clothing and footwear, 2004-14
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- Figure 10: Online spending, as a percentage of total spending on clothing and footwear, 2004-14
- Figure 11: Online spending, 2004-14
- Factors incorporated in the forecast
Market in Context
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- Key points
- Online retail share growth slows
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- Figure 12: Online and total retail sales, at current prices (excl. VAT), 2004-09
- Fashion's share of online sales rises
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- Figure 13: Online retail sales of clothing and footwear, compared to total online retail sales (excl. VAT), 2004-09
- Online retailing now 8.8% of clothing and footwear spending
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- Figure 14: Consumer online and total spending on clothing and footwear, at current prices, 2004-09
Brand Communication and Promotion
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- Key points
- Overall spend on online fashion
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- Figure 15: Main monitored media advertising spend on online fashion, 2004-08
- New launches boost ad spend
- Latest campaigns
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- Figure 16: Main monitored media advertising spend on fashion online, by media type, 2004-08
Channels of Distribution
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- Key points
- Multichannel retailers have largest share
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- Figure 17: Estimated shares of online fashion market, by channel, 2009
- Figure 18: Estimated market share, online retailers, total online fashion market, 2009
- Next and Shop Direct Group top share rankings
Companies and Products
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- Asos
- Arcadia
- Boden
- Debenhams
- Figleaves
- Shop Direct Group
- Marks & Spencer
- N Brown
- Next
- Freemans Grattan Holdings
- Asda
- New Look
- Net-a-Porter
- John Lewis
Who Buys Fashion Online?
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- Key points
- One third of internet users have not bought online
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- Figure 19: Shopping online for clothes, June 2009
- Men reluctant browsers and online shoppers
- Older consumers also hesitant
Where They Buy Clothing Online
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- Key points
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- Figure 20: Where they buy clothes online, 2008 and 2009
- Next and M&S see strong growth
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- Figure 21: Where they buy clothing online, June 2009
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- Figure 22: Where they buy clothing online (continued), June 2009
- Next and M&S vie for market leadership
- Next leader among 25-34s
- Debenhams a hit online with under-35s
- Few retailers achieve gender balance
Attitudes Towards Buying Online
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- Key points
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- Figure 23: Attitudes towards shopping online, June 2009
- Online shopping cuts store time
- Men and ABs cut store time
- Young and multichannel
- Free shipping and returns are top
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- Figure 24: Reasons to visit online clothing retailer websites, June 2009
- Women keenest on free shipping and returns
- Under-25s like customer reviews
- Under-25s like website add-ons
Consumer Typologies
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- Key points
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- Figure 25: Online fashion retail consumer typologies, June 2009
- Group 1: Happy Browsers (32%)
- Group 2: Web Worriers (39%)
- Group 3: Net Negatives (29%)
- Not having garments to hand a major put off for some
- Further attitudinal findings
Appendix – Internal Market Environment
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- Figure 26: Top ten types of websites purchased from in the last three months, April 2008-April 2009
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Appendix – Brand Communication and Promotion
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- Figure 27: Main monitored media advertising spend on fashion online, by advertiser, 2004-08
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Appendix – Where They Buy Clothing Online
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- Figure 28: Most popular bought clothes from online retailers, in last 12 months, by demographics, June 2009
- Figure 29: Next most popular bought clothes from online retailers, in last 12 months, by demographics, June 2009
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- Figure 30: Most popular attitudes towards shopping online, by demographics, June 2009
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Appendix – Attitudes Towards Buying Online
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- Figure 31: Most popular attitudes towards shopping online, by demographics, June 2009
- Figure 32: Next most popular attitudes towards shopping online, by demographics, June 2009
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- Figure 33: Shopping online for clothes, by demographics, June 2009
- Figure 34: Most popular reasons to visit online clothing retailer websites, by demographics, June 2009
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- Figure 35: Next most popular reasons to visit online clothing retailer websites, by demographics, June 2009
- Figure 36: Most popular reasons to visit online clothing retailer websites, by demographics, June 2009
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Appendix – Consumer Typologies
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- Figure 37: Attitudes towards shopping online, by target groups, June 2009
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- Figure 38: Target groups, by demographics, June 2009
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- Figure 39: Attitudes towards shopping online, by shopping online for clothes, June 2009
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- Figure 40: Most popular attitudes towards shopping online, by bought clothes from online retailers in last 12 months, June 2009
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- Figure 41: Next most popular attitudes towards shopping online, by bought clothes from online retailers in last 12 months, June 2009
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