Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18
- Market factors
- Broadband penetration plateaus
- Shopping and selling by device
- Clothing and footwear outperforms online
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- Figure 2: Types of products bought online from home in last 12 months vs what they bought online while out and about, April 2013
- Companies, brands and innovation
- Adspend rebounds
- Brand attitudes
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- Figure 3: Attitudes towards and usage of brands in the online fashion sector, June 2013
- The consumer
- A quarter shop more online than in-store
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- Figure 4: Online clothes shopping behaviour in the last 12 months, July 2013
- Next leads
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- Figure 5: Multichannel retailers from where clothes are bought online in the last 12 months, July 2013
- eBay leads among etailers
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- Figure 6: Websites used to buy clothes, July 2013
- Desktops remain favourite device for shopping online
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- Figure 7: Types of devices used to buy clothes in the last 12 months, July 2013
- Two fifths click-and-collect
- Fit is an ongoing problem
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- Figure 8: Attitudes towards browsing and shopping for clothes online, July 2013
- Demand for local return and collection points
- Pureplayers need to explore ways of providing click-and-collect
- Men will pay more for faster delivery
- Barriers to buying clothes online
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- Figure 9: Barriers to buying clothes online, July 2013
- Three fifths of women see returns as a hassle
- What we think
Issues in the Market
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- How is online fashion getting round the issue of not being able to try clothes on?
- How are multichannel retailers performing versus pureplayers?
- Who is falling behind in online fashion?
- Which demographics are driving growth in the online fashion market?
- What will drive growth in online fashion?
Trend Application
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- Trend: The Real Thing
- Trend: Guiding Choice
- Mintel Futures Trend: Generation Next
Market Environment
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- Key points
- Broadband penetration plateaus
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- Figure 10: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
- Shopping and selling by device
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- Figure 11: The consumer: Percentage shopping or selling online in past three months, by device, April 2013
- Tablet users shop more online than smartphone users
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- Figure 12: The consumer: Percentage of tablet owners and smartphone owners shopping or selling online via tablets/smartphones in the past three months, April 2013
- Shopping online by age
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- Figure 13: Percentage of internet users who shopped online, January 2013
- Clothing and footwear is most bought online
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- Figure 14: Types of products bought online from home in last 12 months vs what they bought online while out and about, Aril 2013
- Changing population structure
- Changes to consumer law to help online shoppers
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Primark trials online
- More retailers use virtual fitting rooms
- Fashion advice services
- A truly multichannel experience
- New fashion apps
- Using social media for fashion
- Making fashion sociable
- Making collecting and returning clothes easier
- Simplifying the payment process
Market Size and Forecast
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- Key points
- Online fashion sales grow 18% in 2013
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- Figure 15: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18
- Online sales forecast to double by 2018
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- Figure 16: Online sales of clothing and footwear, at current and constant prices, 2008-18
- Market size and segmentation
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- Figure 17: Online sales of clothing and footwear as % of total clothing and footwear sales, 2008-13
- The future
- Factors used in the forecast
Market Share
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- Key points
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- Figure 18: Estimated market share of the online fashion market, by channel, 2012 (est)
- Figure 19: Estimated market share of online fashion market, by channel and retailer, 2010-12
- Multichannel retailers lead
- Pureplayers grow their share of market
- Catalogue specialists struggle to compete
Companies and Products
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- Asos
- Company overview
- Financial performance
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- Figure 20: Key financials for Asos, 2011 and 2012
- Online presence/services
- Market positioning
- Product offer
- Recent activity
- Advertising/marketing
- Boden
- Company overview
- Financial performance
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- Figure 21: Key financials for J.P. Boden, 2010 and 2011
- Online presence/services
- Market positioning
- Product offer
- Recent activity
- Advertising/marketing
- N Brown (Figleaves)
- Company overview
- Financial performance
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- Figure 22: Key financials for N Brown, 2012 and 2013
- Online presence/services
- Market positioning
- Product offer
- Recent activity
- Advertising/marketing
- Shop Direct Group
- Company overview
- Financial performance
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- Figure 23: Key financials for Shop Direct, 2011 and 2012
- Online presence/services
- Market positioning
- Product offer
- Recent activity
- Advertising/marketing
- Freemans Grattan Holdings
- Company overview
- Financial performance
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- Figure 24: Key financials for Otto Group, 2012 and 2013
- Figure 25: Key financials for Freemans Grattan Holdings, 2011 and 2012
- Online presence/services
- Market positioning
- Product offer
- Recent activity
- Advertising/marketing
- Net-A-Porter
- Company overview
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- Figure 26: Key financials for Net-A-Porter, 2011 and 2012
- Online presence/services
- Market positioning
- Products offer
- Recent activity
- Advertising/marketing
- eBay Fashion Outlet
- Company overview
- Financial performance
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- Figure 27: Key financials for eBay (UK) Limited, 2010 and 2011
- Online presence/services
- Market positioning
- Products offer/brand
- Recent activity
- Advertising/marketing
- boohoo
- Company overview
- Financial performance
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- Figure 28: Key financials for Wasabi Frog Limited, 2011 and 2012
- Online presence/services
- Market positioning
- Products offer/brand
- Recent activity
- Advertising/marketing
- Amazon
- Company overview
- Financial performance
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- Figure 29: Key financials for Amazon Europe, group financial performance, 2011 and 2012
- Online presence/services
- Market positioning
- Products offer/brand
- Recent activity
Brand Communication and Promotion
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- Key points
- Adspend rebounds
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- Figure 30: Main monitored media advertising spend on online fashion, 2008-12
- Boohoo spends most on ad campaigns
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- Figure 31: Main monitored media advertising spend on fashion online, by top 20 companies, 2008-12
- Press dominates
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- Figure 32: Main monitored media advertising spend on online fashion, 2008-12
- Figure 33: Main monitored media advertising spend on online fashion, % share, 2012
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of brands in the online fashion sector, June 2013
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes, by online fashion brand, June 2013
- Brand personality
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- Figure 36: Online fashion brand personality – macro image, June 2013
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- Figure 37: Online fashion brand personality – micro image, June 2013
- Brand experience
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- Figure 38: Online fashion brand usage, June 2013
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- Figure 39: Satisfaction with various online fashion brands, June 2013
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- Figure 40: Consideration of online fashion brands, June 2013
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- Figure 41: Consumer perceptions of current online fashion brand performance, June 2013
- Brand index
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- Figure 42: Online fashion brand index, June 2013
- Target group analysis
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- Figure 43: Target groups, June 2013
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- Figure 44: Online fashion brand usage, by target groups, June 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
The Consumer – Who Buys Fashion Online?
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- Key points
- A quarter shop more online than in-store
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- Figure 45: Online clothes shopping behaviour in the last 12 months, July 2013
- Young move to social shopping online
- ABs combine online and in-store
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- Figure 46: Online clothes shopping behaviour, by demographics, July 2013
- Two fifths of men do not browse or buy online
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- Figure 47: Consumers who have browsed but did not buy and who have not browsed or bought clothes online in the last 12 months, by demographics, July 2013
The Consumer – Where They Buy Clothing
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- Key points
- Next leads
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- Figure 48: Multichannel retailers from where clothes are bought online in the last 12 months, July 2013
- Asda moves up to third in the list
- Department stores boosted by online investment
- Young fashion retailers still draw mainly Londoners online
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- Figure 49: Multichannel retailers from where women’s clothing is bought online, by types of devices used, July 2013
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- Figure 50: Multichannel retailers from where men’s clothing is bought online, by types of devices used, July 2013
- Online players
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- Figure 51: Websites used to buy clothes, July 2013
- eBay leads among etailers
- Asos grows in popularity
- Very overtakes Littlewoods
- Online players offer wider range of sizes
- Websites used to buy women’s clothing by devices used
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- Figure 52: Websites used to buy women’s clothing, by types of devices used, July 2013
- Websites used to buy men’s clothing by devices used
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- Figure 53: Websites used to buy men’s clothing, by types of devices used, July 2013
The Consumer – How People Buy Clothes Online
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- Key points
- Desktops remain the favourite device for shopping online
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- Figure 54: Types of devices used to buy clothes in the last 12 months, July 2013
- Men want more mobile enabled websites
- Female under-25s favour smartphones
- Two fifths click-and-collect
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- Figure 55: Consumers who have clicked and collected in the last 12 months, July 2013
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- Figure 56: Consumers who have clicked and collected in the last 12 months, by demographics, July 2013
The Consumer – Attitudes to Shopping for Clothes Online
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- Key points
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- Figure 57: Attitudes towards browsing and shopping for clothes online, July 2013
- Fit is an ongoing problem
- 25-44s sell clothes online
- Older consumers struggle to find what they are looking for
- Importance of customer reviews
- Demand for local return and collection points
- Pureplayers need to explore ways of providing click-and-collect
- Under-35s buy more online than they would in-store
- Men will pay more for faster delivery
The Consumer – Barriers to Buying Clothes Online
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- Key points
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- Figure 58: Barriers to buying clothes online, July 2013
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- Figure 59: Barriers to buying clothes online, by gender, July 2013
- Delivery options to suit everyone
- Three fifths of women see returns as a hassle
- Fit and sizing deter online purchases
- Over-55s like to feel and see clothes
- Women worry about secure payments
The Consumer – Social Media and Fashion
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- Key points
- Over a quarter of 25-34s use Pinterest
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- Figure 60: Use of social networking websites, July 2013
- Social media sites used by online clothes shoppers
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- Figure 61: Use of social networking sites by online clothes shopping behaviour, July 2013
- Facebook users rely on customer reviews for choosing website to shop from
- Selling and swapping via Facebook
- Demand for m-commerce friendly sites
- Using Facebook for delivery alerts
Appendix – Market Size and Forecast
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- Figure 62: Best- and worst-case forecast of online sales of footwear and clothing, 2013-18
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Appendix – Brand Research
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- Figure 63: Brand usage, June 2013
- Figure 64: Brand commitment, June 2013
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- Figure 65: Brand momentum, June 2013
- Figure 66: Brand diversity, June 2013
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- Figure 67: Brand satisfaction, June 2013
- Figure 68: Brand attitude, June 2013
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- Figure 69: Brand image – macro image, June 2013
- Figure 70: Brand image – micro image, June 2013
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- Figure 71: Profile of target groups, by demographics, June 2013
- Figure 72: Psychographic segmentation, by target groups, June 2013
- Figure 73: Brand usage, by target groups, June 2013
- Brand index
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- Figure 74: Brand index, June 2013
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Appendix – The Consumer – Who Buys Fashion Online?
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- Figure 75: Most popular online clothes shopping behaviour, by demographics, July 2013
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- Figure 76: Next most popular online clothes shopping behaviour, by demographics, July 2013
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Appendix – The Consumer – Where They Buy Clothing
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- Figure 77: Most popular retailers from where clothes are bought online, by demographics, July 2013
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- Figure 78: Next most popular retailers from where clothes are bought online, by demographics, July 2013
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- Figure 79: Most popular websites used to buy clothes, by demographics, July 2013
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- Figure 80: Next most popular websites used to buy clothes, by demographics, July 2013
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Appendix – The Consumer – How People Buy Clothes Online
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- Figure 81: Consumers who have clicked and collected in the last 12 months, by demographics, July 2013
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- Figure 82: Types of devices used to buy clothes in the last 12 months – Women’s clothing, by demographics, July 2013
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- Figure 83: Types of devices used to buy clothes in the last 12 months – Men’s clothing, by demographics, July 2013
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Appendix – The Consumer – Attitudes to Shopping for Clothes Online
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- Figure 84: Agreement with the statement ‘When shopping online it difficult to tell if clothes will fit’, by demographics, July 2013
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- Figure 85: Agreement with the statement ‘Selling clothes you no longer want online is a good way of making room in your wardrobe for new clothes’, by demographics, July 2013
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- Figure 86: Agreement with the statement ‘I would like more retailers to offer local return points to make it easier to return unwanted items’, by demographics, July 2013
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- Figure 87: Agreement with the statement ‘Customer feedback/reviews are useful in evaluating which websites to buy clothes from’, by demographics, July 2013
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- Figure 88: Agreement with the statement ‘I prefer to shop online as it is easier to find what I am looking for than in-store’, by demographics, July 2013
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- Figure 89: Agreement with the statement ‘I would be interested in more options for picking up items purchased online’, by demographics, July 2013
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- Figure 90: Agreement with the statement ‘I prefer to shop online as there is a wider range of sizes available’, by demographics, July 2013
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- Figure 91: Agreement with the statement ‘Shopping online encourages me to buy more than I would in-store’, by demographics, July 2013
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- Figure 92: Agreement with the statement ‘You should only buy online from well-known retailers’, by demographics, July 2013
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- Figure 93: Agreement with the statement ‘It is more convenient to reserve/buy online and pick up in-store than have things delivered ’, by demographics, July 2013
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- Figure 94: Agreement with the statement ‘I tend to look at the bestselling items on a website when I shop online’, by demographics, July 2013
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- Figure 95: Agreement with the statement ‘It’s worth paying more for delivery to get my order faster’, by demographics, July 2013
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Appendix – The Consumer – Barriers to Buying Clothes Online
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- Figure 96: Most popular barriers to buying clothes online, by demographics, July 2013
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- Figure 97: Next most popular barriers to buying clothes online, by demographics, July 2013
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- Figure 98: Other barriers to buying clothes online, by demographics, July 2013
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