Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- The market size and forecast
Executive Summary
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- The market
- Womenswear sales slow considerably
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- Figure 1: Best- and worst-case forecast of UK sales of women’s outerwear, 2011-21
- Women less confident about their finances than men
- Companies and brands
- Focusing on premium womenswear
- Young fashion brands tap into sustainability movement
- Decline in advertising spend
- New Look the third most trusted clothing retailer
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- Figure 2: Attitudes towards and usage of selected brands, August 2016 and February 2017
- The consumer
- Women aged 45-64 buy more outerwear
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- Figure 3: Types of fashion items bought in the last three months, April 2017
- Marks & Spencer loses shoppers
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- Figure 4: Where women have bought clothes in the last 12 months, in-store and online, January 2017
- Clothing specialists need to do more to stand out on the high street
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- Figure 5: Correspondence analysis, May 2017
- Demand for consistent sizing and better-fitting garments
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- Figure 6: Improvements desired at retailers where women usually shop, January 2017
- Interest in interactive technology in-store
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- Figure 7: Interest in innovations when shopping in-store and online, January 2017
- Women want more representative models
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- Figure 8: Agreement with attitudes towards shopping for fashion, January 2017
- What we think
Issues and Insights
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- Tough times for the leading specialists
- The facts
- The implications
- The big issue: sizing and fit
- The facts
- The implications
- Reducing the youth bias in the womenswear market
- The facts
- The implications
The Market – What You Need to Know
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- Womenswear underperforms menswear
- Low levels of growth forecast
- Clothing prices on the rise
- Decline in 45-54s and 16-24s
- Women less confident about their finances than men
Market Size and Forecast
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- Slowing womenswear sales
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- Figure 9: Best- and worst-case forecast of UK sales of women’s outerwear, 2011-21
- Low growth rates set to continue
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- Figure 10: UK sales of women’s outerwear, at current prices, 2011-21
- Menswear outpaces womenswear
- Forecast methodology
Market Drivers
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- Clothing prices on the rise
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- Figure 11: Annual percentage change in consumer prices of garments for women and men, March 2016-March 2017
- Decline in 45-54s and 16-24s
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- Figure 12: Trends in the age structure of the UK female population, percentage change by age, 2011-16 and 2016-21
- Increase in overweight young women
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- Figure 13: Proportion of overweight or obese women in the female population, by age, 2014 and 2015
- Women less confident about their finances than men
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- Figure 14: How respondents would describe their financial situation, by gender, April 2017
- Leisure prioritised in spending
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- Figure 15: What extra money is spent on, by gender, April 2017
- Young women the biggest social media users
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- Figure 16: Social and media networks used by women, by age, March 2017
Companies and Brands – What You Need to Know
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- Focusing on premium womenswear
- Young fashion brands tap into sustainability movement
- Decline in advertising spend
- Tesco launches fashion-forward Supermarket Women campaign
- Womenswear dominates in-store floor space
- New Look the third most trusted clothing retailer
- Next is no longer moving forward
- River Island stands out in youth sector
Launch Activity and Innovation
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- New lifestyle brands launch
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- Figure 17: AND/OR womenswear collection, 2017
- Sustainable fashion
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- Figure 18: ASOS Made in Kenya, 2017
- Tapping into personalisation
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- Figure 19: adidas Knit For You pop-up, Berlin, March 2017
- New players in the market
- Focusing on premium womenswear
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- Figure 20: Modern Rarity by John Lewis, September 2016
- Tech-focused store concepts
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- Figure 21: Farfetch store of the future, 2017
- Pureplays move into physical retailing
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- Figure 22: Missguided flagship store in Westfield Stratford, November 2016
- Extending into bridalwear
Advertising and Marketing Activity
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- Advertising spend declines 7.4%
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on womenswear, 2013-16
- M&S and Shop Direct biggest advertisers
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- Figure 24: Total above-the-line, online display and direct mail advertising expenditure on womenswear, by advertiser, 2013-17
- Press is main form of womenswear ads
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- Figure 25: Total above-the-line, online display and direct mail advertising expenditure on womenswear, by media type, 2016
- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on womenswear, by media type, 2013-16
- Campaign highlights
- Tesco launches Supermarket Woman ad for F&F
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- Figure 27: Tesco’s Supermarket Woman campaign, April 2017
- John Lewis campaign focuses on experience
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- Figure 28: John Lewis National Treasures campaign, April 2017
- Mango launches sustainable campaign
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- Figure 29: Mango Committed, February 2017
- Nielsen Ad Intel coverage
Space Allocation Summary
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- Figure 30: Specialist and non-specialist clothing retailers, estimated space allocation, by men’s, women’s and childrenswear, October 2016
- Detailed womenswear space allocation
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- Figure 31: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2016
- Figure 32: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2016
- Retail product mix
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- Figure 33: Leading clothing retailers, share of clothing sales, by men’s, women’s and childrenswear, 2016
- Figure 34: Leading retailers of clothing, estimated sales mix, by men’s, women’s and childrenswear, 2016
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- Figure 35: Leading clothing retailers, estimated sales density, by men’s, women’s and childrenswear, 2015/16
- Market share by product
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- Figure 36: Leading clothing retailers, share of product markets, by men’s, women’s and childrenswear, 2016 (est)
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Brand Research
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- Brand map
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- Figure 37: Attitudes towards and usage of selected brands, August 2016 and February 2017
- Key brand metrics
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- Figure 38: Key metrics for selected brands, August 2016 and February 2017
- Ted Baker is worth paying more for
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- Figure 39: Attitudes, by brand, August 2016 and February 2017
- Brand personality: M&S seen as unappealing
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- Figure 40: Brand personality – Macro image, August 2016 and February 2017
- ASOS viewed as trendsetting
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- Figure 41: Brand personality – Micro image, August 2016 and February 2017
- Brand analysis
- Value retailers: H&M, New Look and Primark
- Fashion-led retailers: River Island, Topshop and Zara
- Mid-market retailers: M&S, Next and Bonmarché
- Online-only retailer: ASOS
- Premium retailer: Ted Baker
The Consumer – What You Need to Know
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- Women aged 45-64 buy more outerwear
- Declining shoppers at M&S
- New Look and Amazon most popular online
- Clothing specialists need to do more to stand out on the high street
- Demand for consistent sizing and better-fitting garments
- Fitting room technology holds strong appeal
- Older women want more representative models
What Fashion Items Women Buy
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- Women buy more outerwear in 2017
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- Figure 42: Types of fashion items bought in the last three months, by gender, April 2017
- Jump in purchases among 45-64s
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- Figure 43: Women who have bought outerwear in the last three months, by age, February 2016-April 2017
- Tops are the most bought product
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- Figure 44: Types of clothes women have bought in the last three months, April 2017
- Young men outspend women
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- Figure 45: Amount spent on outerwear in the last three months, by gender and age, April 2017
Where Women Buy Clothes
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- Marks & Spencer loses shoppers
- Next falls out of favour among 25-44s
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- Figure 46: Where women have bought clothes in the last 12 months, in-store and online, January 2017
- Tough times for George at Asda to retain its leading position
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- Figure 47: Where women have bought clothes in the last 12 months, net in-store and online, by age, January 2017
- Where are women shopping online?
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- Figure 48: Where women shop for clothes online, by age, January 2017
- Spend shifting online among 35-44s
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- Figure 49: Trend data: Percentage point difference in shopper numbers at leading clothing retailers, by age, December 2015-January 2017
- Three in 10 shop from just one online retailer
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- Figure 50: Repertoire of retailers purchased from in-store and online, January 2017
Attributes of Different Types of Retailers
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- Pureplays associated with inconsistent quality
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- Figure 51: Correspondence analysis – Attributes of different retailer types, May 2017
- Clothing specialists cater for the individual
- Department stores offer quality and original designs
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- Figure 52: Correspondence analysis – Attributes of different retailer types, January 2017
- Methodology
What Women Would Like Improved
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- More concerns with fit than men
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- Figure 53: Improvements desired at retailers where women usually shop, January 2017
- Consistent sizing a significant priority among older women
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- Figure 54: Improvements desired at retailers where women usually shop, by age, January 2017
- Unique designs more important than following trends
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- Figure 55: Improvements desired at retailers where women usually shop, by age, January 2017
- Older women see most room for improvement
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- Figure 56: Repertoire of improvements desired at retailers where women usually shop, January 2017
Interest in Innovations
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- Fitting room technology holds strong appeal
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- Figure 57: Interest in innovations when shopping in-store and online, January 2017
- Mirror technology could boost social engagement
- Sustainable movement driven by the young
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- Figure 58: Interest in innovations when shopping in-store and online, by age, January 2017
- Demand for more flexibility in payment options
Attitudes towards Shopping for Fashion
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- More representative models wanted
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- Figure 59: Agreement with attitudes towards shopping for fashion, January 2017
- Athleisure clothing becomes a wardrobe staple
- Tapping into the ‘leisure pound’
- Lack of storage space prevents purchases
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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