Table of Contents
Issues in the Market
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- Main themes
- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Not just names and faces – but (secret) places and spaces
- Expect the unexpected
- Hide and seek
- Spotlighting the extreme
- Cult of the vagabond
- Give us back our homeless
Market in Brief
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- Small market, but men are keenest
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- Figure 1: Where clothing is purchased, by gender, February 2010
- Gender attitude differences
- Opportunity of middle youth
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- Figure 2: Percentage of total population aged 25-54, by age group, 2004-14
- Designer buyers are keen on the mid-market too
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- Figure 3: What designer clothing buyers buy, and where from, February 2010
- Major influences on purchasing behaviour
- Popularity of high street celebrity/designer collaborations
- Entry-level opportunities
- Barriers to buying designer/high-end clothes
- Impact of the recession
- Future prospects
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- Figure 4: Attitudes towards buying clothes in the year ahead, February 2010
Internal Market Environment
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- Key point
- Consumer spending
- Womenswear spending vs menswear spending
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- Figure 5: Expenditure on womenswear and menswear £100-149 and £150-199, 2006-09
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- Figure 6: Expenditure on womenswear and menswear £200-299 and £300+, 2006-09
- Womenswear
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- Figure 7: Expenditure on womenswear, 2006-09
- Menswear
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- Figure 8: Expenditure on menswear, 2006-09
- Trends in attitudes towards personal appearance, fashion and clothing
- Attitudes towards appearance
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- Figure 9: Trends in attitudes towards appearance, 2004-09
- Attitudes towards fashion and clothing
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- Figure 10: Trends in attitudes towards fashion and clothing, 2004-09
- Attitudes towards buying clothing
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- Figure 11: Trends in attitudes towards buying clothing, 2004-09
- Attitudes towards buying clothes by demographics
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- Figure 12: Key demographic differences in selected attitudes towards appearance, fashion and clothing, 2009
Broader Market Environment
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- Key points
- Population by socio-economic group
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- Figure 13: Trends in the socio-economic structure of the UK adult population, 2004-09 and 2009-14
- Population by age
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- Figure 14: Trends in the age structure of the UK population, 2004-14
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- Figure 15: Percentage of total population aged 25-54, by age group, 2004-14
- Population by lifestage
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- Figure 16: Trends in the lifestage structure of the UK adult population, 2004-14
- Price deflation in clothing
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- Figure 17: Implied price deflator, clothing, garments, percentage change, quarter on corresponding quarter of previous year, Q1 2006-Q3 2009
- UK residents travelling abroad
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- Figure 18: Number of overseas visits by UK residents, by region visited, 2003-08
- UK residents holidaying at home – the ‘staycation’ phenomenon
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- Figure 19: Domestic holidays, volume and expenditure, 2004-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Lee Alexander McQueen CBE, 1969-2010
- Designer/Retailer Collaborations
- Designers and celebrities
- Designers and sport
- Entering the digital era
- Live streaming of designer fashion shows
- Armani goes online
- New launches
- Ted Baker launches diffusion line
- Gucci to launch a couture line?
- Boss Green adds womenswear
- Mark Fast diffusion line
- CH Carolina Herrera first London shop
- Advertising initiatives
- Family values for Missoni
- Versace chooses Jagger daughter
- Calvin Klein using four hunks
- Cristiano Ronaldo modelling for Emporio Armani Underwear and Armani Jeans
- Revival initiatives
- Fashion and art
- Fashion and film/TV
- Menswear market
- Designers get in touch with customers
- Roland Mouret enters sector
- Boy Zones – new menswear stores
- Luxury brands focus on their heritage
- Taking control
Competitive Context
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- Key points
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- Figure 20: Performance of designer and upmarket clothing compared to all clothing, 2006-14
- Total clothing market overview
- Designer/upmarket clothing spend
- Insights from trade interviews
- Consumer behaviour
- Consumer attitudes
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- Figure 21: Attitudes towards shopping now compared to one year ago, February 2010
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- Figure 22: Attitude towards buying clothes in the year ahead, February 2010
- Forecast
Brand Communication and Promotion
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- Key points
- Top 25 designer/high-end brand spenders, 2005-09
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- Figure 23: Main monitored media advertising expenditure, by designer/high-end brands, by level of spend in 2009, 2005-09
- Designer/high-end brand adspend trends
- Retailers’ advertising spending trends by total spend during 2005-09
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- Figure 24: Main monitored media advertising expenditure, by retailer totals, 2005-09
Designer/High-end Fashion Buyers’ Attitudes towards Buying Clothes
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- Key points
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- Figure 25: Consumer attitudes towards buying clothes, December 2009
- Designer/high-end fashion buyers’ attitudes towards fashion and shopping for clothes, 2009
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- Figure 26: Consumer attitudes towards fashion and shopping for clothes, December 2009
- Factors influencing where designer/high-end fashion buyers purchase clothes, 2009
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- Figure 27: Factors influencing choice of outlets for purchasing clothing and footwear, December 2009
Who are the Designer and Upmarket Clothing Buyers?
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- Key points
- Segmenting consumers by clothing retailer
- What are consumers buying and from which type of store?
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- Figure 28: Place of purchase of designer clothing, by gender, February 2010
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- Figure 29: Clothes purchasing, by type of clothes and type of retailer, February 2010
- High-end designer clothing shoppers – who they are and what they buy
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- Figure 30: Type of garments bought from high-end designer retailers, by gender, age and socio-economic group, February 2010
- Men are keener than women on designer clothes
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- Figure 31: Type of garments bought from high-end designer retailers, by gender, February 2010
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- Figure 32: Type of garments bought from high-end designer retailers, by socio-economic group, February 2010
- Upmarket high street clothing shoppers – who they are and what they buy
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- Figure 33: Type of garments bought from upmarket high street retailers, by gender, age and socio-economic group, February 2010
- Men are still keener than women, apart from formalwear
- Opportunity to target C2s
- Mid-market clothing buyers – who they are and what they buy
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- Figure 34: Type of garments bought from mid-market clothing retailers, by gender, age and socio-economic group, February 2010
- What are high-end designer shoppers also buying?
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- Figure 35: Other outlets where designer buyers shop, by type of clothing, February 2010
What Motivates Designer and Upmarket Clothing Buyers to Shop?
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- Key points
- Consumer buying motivations
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- Figure 36: Motivations to buy clothes (netted), by buyer group, February 2010
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- Figure 37: Motivations to buy clothes, by buyer group, February 2010
- Factors that designer and upmarket buyers have in common…
- …and how they differ
Where is High-end Designer Clothing Bought?
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- Key points
- Department stores rule, but almost all channels have suffered cutbacks
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- Figure 38: Stores where high-end designer clothes are bought, February 2010
- Designer stores and online more insulated
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- Figure 39: Purchase of high-end designer clothes, by outlet type, gender, age and socio-economic group, February 2010
- Missing out on the key 45-54 consumer sector…
- …and the opportunity of the aspirational C2s
- People who have bought high-end designer clothing in the last year
- Young men especially
- Financial constraints
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- Figure 40: Purchase of high-end designer clothes in last year, by outlet type, by gender, age and socio-economic group, February 2010
- People who have bought high-end designer clothing, but longer than a year ago
- Women have cut back more than men
- Older age groups reprioritising spending away from clothes?
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- Figure 41: Purchase of high-end designer clothes more than one year ago, by outlet type, by gender, age and socio-economic group, February 2010
- What high-end designer clothing is bought, and where from?
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- Figure 42: Types of high-end designer clothes bought, by outlet type, February 2010
High Street Designer/Celebrity Ranges
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- Key points
- The rise of the high street designer collection
- Who buys high street designer/celebrity ranges?
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- Figure 43: Purchase of high street designer/celebrity clothing ranges, by buyer types, February 2010
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- Figure 44: Most popular stores where high street designer/celebrity clothing ranges are bought, by gender, age and socio-economic group, February 2010
Attitudes towards Designer Clothes
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- Key points
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- Figure 45: Attitudes towards designer clothes, February 2010
- Positive attitudes: Who thinks what
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- Figure 46: Attitudes towards designer clothes, by gender, February 2010
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- Figure 47: Most popular attitudes towards designer clothes, by gender, age and socio-economic group, February 2010
- Further attitudes towards designer clothes
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- Figure 48: Attitudes towards designer clothes, by buyer type, February 2010
- Negative attitudes/barriers to buying designer clothes: Who thinks what
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- Figure 49: Barriers to buying designer clothes, by gender, February 2010
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- Figure 50: Most popular attitudes towards designer clothes, by gender, age and socio-economic group, February 2010
- Entry-level opportunities
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- Figure 51: Next most popular statements on designer clothes, by gender, age and socio-economic group, February 2010
Target Groups
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- Figure 52: Target groups for designer clothes, February 2010
- Designer Status Seekers (22%)
- Hard-up Admirers (21%)
- Disinterested (57%)
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Appendix – Internal Market Environment
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- Figure 53: Expenditure on womenswear, 2006-09
- Figure 54: Expenditure on menswear, 2006-09
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Appendix – Broader Market Environment
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- Figure 55: Trends in statements on appearance, fashion, clothing, by demographics, 2009
- Figure 56: Trends in statements on appearance, fashion, clothing, by demographics, 2009 (continued)
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- Figure 57: Trends in statements on appearance, fashion, clothing, by demographics, 2009 (continued)
- Figure 58: Trends in statements on appearance, fashion, clothing, by demographics, 2009 (continued)
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- Figure 59: Expenditure on womenswear, 2006-09
- Figure 60: Expenditure on menswear, 2006-09
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- Figure 61: Expenditure on womenswear, 2006-09
- Figure 62: Expenditure on menswear, 2006-09
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Appendix – Where is High-end Designer Clothing Bought?
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- Figure 63: Bought different clothes from high-end designer, by demographics, February 2010
- Figure 64: Bought different clothes from group of retailers, by demographics, February 2010
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- Figure 65: Bought different clothes from group of retailers, by demographics, February 2010 (continued)
- Figure 66: Bought different clothes from group of retailers, by demographics, February 2010
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- Figure 67: Bought different clothes from group of retailers, by demographics, February 2010 (continued)
- Figure 68: Stores where high-end designer clothes bought, by demographics, February 2010
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- Figure 69: Stores where high-end designer clothes bought, by demographics, February 2010 (continued)
- Figure 70: Stores where high-end designer clothes bought, by demographics, February 2010
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- Figure 71: Stores where high-end designer clothes bought, by demographics, February 2010 (continued)
- Figure 72: Stores where high-end designer clothes bought, by demographics, February 2010
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- Figure 73: Stores where high-end designer clothes bought, by demographics, February 2010 (continued)
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Appendix – High Street Designer/Celebrity Ranges
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- Figure 74: Most popular stores where high street designer/celebrity clothing ranges bought, by demographics, February 2010
- Figure 75: Next most popular stores where high street designer/celebrity clothing ranges bought, by demographics, February 2010 (continued)
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- Figure 76: Most popular stores where high street designer/celebrity clothing ranges bought, by demographics, February 2010
- Figure 77: Next most popular stores where high street designer/celebrity clothing ranges bought, by demographics, February 2010 (continued)
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Appendix – Attitudes towards Designer Clothes
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- Figure 78: Most popular attitudes towards designer clothes, by demographics, February 2010
- Figure 79: Next most popular attitudes towards designer clothes, by demographics, February 2010 (continued)
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- Figure 80: Most popular statements on designer/celebrity brands, by demographics, February 2010
- Figure 81: Next most popular statements on designer/celebrity brands, by demographics, February 2010 (continued)
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Appendix – Target Groups
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- Figure 82: Target groups on attitudes towards designer/celebrity brands, by demographics, February 2010
- Figure 83: Target groups on attitudes towards designer/celebrity brands, by demographics, February 2010
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- Figure 84: Bought different clothes from group of retailers, by target groups on attitudes towards designer/celebrity brands, February 2010
- Figure 85: Stores where high-end designer clothes bought, by target groups on attitudes towards designer/celebrity brands, February 2010
- Figure 86: Stores where high street designer/celebrity clothing ranges bought, by target groups on attitudes towards designer/celebrity brands, February 2010
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