Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast spending on clothing and footwear by consumers aged 15-24, 2009-19
- Market drivers
- Youth population declines
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- Figure 2: Projected changes in numbers of 15-24-year-olds in the UK, 2009-19
- Young cut back on clothes
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- Figure 3: Trends in spending behaviour over the last three months, by 16-24s, September 2013 and September 2014
- Companies, brands and innovation
- Retail competitor analysis
- Who’s innovating
- The consumer
- Primark leads
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- Figure 4: Retailers from where clothing has been purchased in-store or online in the last 12 months, September 2014
- Women mainly buy clothes on special offer
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- Figure 5: Reasons for buying new clothes, September 2014
- Friends are the biggest influencer
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- Figure 6: Factors that influence how people dress, September 2014
- Social media sites used for fashion
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- Figure 7: Social media sites used for interacting with fashion brands, September 2014
- Young females use social media for style advice
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- Figure 8: Reasons for using social media for interacting with fashion brands, September 2014
- What we think
Issues and Insights
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- How can retailers drive sales in a challenging youth fashion market?
- The facts
- The implications
- What are the most effective ways for brands and retailers to promote themselves to young people?
- The facts
- The implications
- How can brands use social media more to engage consumers?
- The facts
- The implications
Trend Applications
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- Trend: Why Buy
- Trend: Experience is All
- Trend: Let’s Make a Deal
Market Drivers
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- Key points
- A decline in the number of students in higher education
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- Figure 9: All students at publicly funded higher education institutions (HEIs), by mode and level of study, 2008/09-2012/3
- Rising university fees
- Youth population declines
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- Figure 10: Projected changes in numbers of 15-24-year-olds in the UK, 2009-19
- Declining youth unemployment
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- Figure 11: Unemployment rate for 16-24-year-olds, 2009-14
- Figure 12: Number of unemployed 16-24-year-olds in the UK, November 2013-July 2014
- Smartphone and tablet ownership
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- Figure 13: Ownership and use of smartphone and tablets, by age group, June 2014
- Under-25s’ financial situation hasn’t improved
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- Figure 14: How 16-24-year-olds describe their financial situation, September 2013 and September 2014
- Figure 15: How 16-24-year-olds feel about the year ahead, September 2013 and September 2014
- Clothing remains a priority, but young cut back
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- Figure 16: Trends in spending behaviour over the last three months, by 16-24s, September 2013 and September 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating
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- Key points
- Social media campaigns
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- Figure 17: Alexander Wang and H&M designer collaboration, October 2014
- In-store technology
- Collaborations
- New brands
- Range extensions
- Marketing by pureplays
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- Figure 18: Asos personal stylist ad
- Delivery options
Market Size and Forecast
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- Key points
- Youth market grows by only 2.1% in 2014
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- Figure 19: Best- and worst-case forecast spending on clothing and footwear by consumers aged 15-24, 2009-19
- Market boosted by rising sales of menswear
- The market will grow by 15% by 2019
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- Figure 20: Estimated expenditure on clothing and footwear by 15-24s, 2009-19
- Factors used in this forecast
Competitive Context
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- Key points
- Youth market underperforms total fashion market
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- Figure 21: Spend on clothing and footwear by 15-24s and total spend on clothing and footwear, 2009-14
Retail Competitor Analysis
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- Key points
- Top players in the youth fashion market
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- Figure 22: Turnover of selected players in the youth fashion market, ranked by 2014 revenues, 2011-14
- Website visitor numbers
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- Figure 23: Leading apparel websites used by 15-24s, by unique visitor numbers, November 2014
Space Allocation Summary
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- Key points
- Space allocations: Detailed estimates
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- Figure 24: Clothing retailers, detailed space allocation estimates, October 2014
- Figure 25: Womenswear specialists, detailed space allocation estimates, October 2014
- Figure 26: Menswear specialists, detailed space allocation estimates, October 2014
Retail Product Mix
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- Key points
- Estimated sales by product
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- Figure 27: Leading clothing retailers, estimated sales by product, 2013 est
- Estimated sales densities
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- Figure 28: Leading clothing retailers, estimated sales by product, 2013 est
- Market shares by product
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- Figure 29: Leading clothing retailers, estimated market shares by product, 2013 est
Companies and Products
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- Topshop/Topman
- Company overview
- Financials
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- Figure 30: Key financials of Arcadia Group Limited, 2013 and 2014
- Figure 31: Topshop estimated financial data, 2011/12
- International developments
- Recent developments
- Advertising and marketing
- H&M
- Company overview
- Financials
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- Figure 32: Key financials for H&M, 2012 and 2013
- International expansion
- Recent developments
- Advertising and marketing
- New Look
- Company overview
- Financials
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- Figure 33: Key financials for New Look, 2013 and 2014
- International expansion
- Recent developments
- Advertising and marketing
- Primark
- Company overview
- Financials
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- Figure 34: Key financials for Primark, 2012 and 2013
- International expansion
- Recent developments
- Advertising and marketing
- River Island
- Company overview
- Financials
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- Figure 35: Key financials for River Island, 2012 and 2013
- International expansion
- Recent developments
- Advertising and marketing
- Asos
- Company overview
- Financials
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- Figure 36: Key financials for River Island, 2013 and 2014
- International expansion
- Recent developments
- Advertising and marketing
- Boohoo
- Company overview
- Financials
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- Figure 37: Key financials for River Island, 2013 and 2014
- International expansion
- Recent developments
- Advertising and marketing
- Ones to watch
- Missguided
- Stradivarius
- American Eagle
Brand Communication and Promotion
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- Key points
- Adspend declines in 2013
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- Figure 38: Main monitored media advertising expenditure on fashion, 2010-14
- River Island ramps up advertising
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- Figure 39: Main monitored media advertising expenditure on fashion, by advertiser, 2010-13
- Press is the preferred media type
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- Figure 40: Main monitored media advertising expenditure on fashion, by media type, 2010-13
- Figure 41: Main monitored media advertising expenditure on fashion, by media type, 2013
The Consumer – What are Young People Buying?
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- Key points
- Young are keen footwear and handbag buyers
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- Figure 42: Fashion items purchased in the last three months, by 16-24s versus all, August 2014
The Consumer – Where Do 15-24s Shop for Clothes?
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- Key points
- What we asked
- Primark stands out as the leader
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- Figure 43: Retailers from where clothing has been purchased in-store or online in the last 12 months, September 2014
- New Look
- H&M draws more males online
- Topshop becomes less popular among students
- Young buying more clothes online
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- Figure 44: Retailers from where clothing has been purchased in-store or online in the last 12 months, September 2013 and 2014
- Amazon and eBay grow in popularity for fashion
- Sports stores
- Retailers by age split
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- Figure 45: Retailers from where clothing has been purchased in-store or online in the last 12 months, by age group, September 2014
- Young like to shop at lots of different stores
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- Figure 46: Repertoire of retailers shopped in-store or online in the last 12 months, September 2014
The Consumer – What Motivates Young People to Buy New Clothing?
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- Key points
- What we asked
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- Figure 47: Reasons for buying new clothes, September 2014
- Half of young women motivated by sales
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- Figure 48: Reasons for buying new clothes, by gender, September 2014
- 15-17s use parents’ money to buy clothes
- Young teens most fashion-led
- Seasonal event
- Meeting workwear needs
- Pay day opportunity
The Consumer – Factors That Influence How Young People Dress
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- Key points
- What we asked
- Friends are the biggest influence
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- Figure 49: Factors that influence how people dress, September 2014
- One fifth of students wear clothes that receive compliments
- Social media more influential than TV
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- Figure 50: Factors that influence how people dress, by gender, September 2014
- Men show interest in sports personalities
- Street fashion is becoming more important
- Youngest most influenced by celebrity style
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- Figure 51: Factors that influence how people dress, by age group, September 2014
The Consumer – Social Media Sites Used for Fashion
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- Key points
- What we asked
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- Figure 52: Social media sites used for interacting with fashion brands, September 2014
- Young people most engaged with social media
- A fashion for Facebook
- Image-heavy sites popular for fashion
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- Figure 53: Social media sites used for interacting with fashion brands, by gender, September 2014
- Young teens are most engaged with social media for fashion
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- Figure 54: Social media sites used for interacting with fashion brands, by age group, September 2014
The Consumer – Reasons for Using Social Media for Interacting with Fashion Brands
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- Key points
- What we asked
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- Figure 55: Reasons for using social media for interacting with fashion brands, September 2014
- Females look for style advice on social media
- Young use social media for special offers
- Appealing to men through gaming technology
- Liking a brand
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- Figure 56: Reasons for using social media for interacting with fashion brands, by gender, September 2014
- Twitter most used for special offers
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- Figure 57: Main social media sites used for fashion by reasons for using social media for interacting with fashion brands, September 2014
- Instagram for style inspiration
- One in ten use it for customer service
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