Sales of womenswear grew by 3.7% to £26.9 billion in 2015. Growth has slowed as women have become accustomed to purchasing clothing on sale, with unseasonably warm autumn/winter weather resulting in further discounting to shift stock. Consumer prices of clothing fluctuated throughout 2015, falling into deflation in several months of the year.

Noting the issue of widespread discounting in the womenswear market, this Report considers how retailers can move away from this, by providing an insight into the shopping preferences of women.

As women prefer to spend their extra money on leisure activities over clothing, there is an opportunity for fashion retailers to introduce new dining and entertainment experiences to make their stores destinations to spend time in.

Faced with declining 16-24s, catering for over-55s is identified as an opportunity for retailers. These women are projected to be the fastest-growing demographic and their preference for style and quality over low prices bodes well for the value of the market, particularly as real incomes are beginning to rise.

This Report looks at:

• Where women buy clothing

• What product types they buy

• What women would like to see improved in-store and online

• Their interest in innovations, such as smart fitting rooms or in-store events.

The market size and forecast:

Women’s outerwear

Underwear, footwear and fashion accessories.