Table of Contents
Executive Summary
-
- The market
- Online fashion sales to grow 17.2% in 2017
-
- Figure 1: Best- and worst-case forecast of online sales of clothing, accessories and footwear, 2012-22
- Social media usage
- Companies and brands
- Pureplays grow their share
- Innovations
- Young fashion pureplays seen as trendsetting
-
- Figure 2: Attitudes towards and usage of selected brands, August 2016-May 2017
- Amazon is leading online fashion adspend
-
- Figure 3: Total above-the-line, online display and direct mail advertising expenditure on online fashion, 2014-17
- The consumer
- Millennials buy most fashion online
-
- Figure 4: Types of online fashion buyers, April 2017
- 48% of Millennials use smartphones for fashion
-
- Figure 5: Types of devices used to buy fashion online, April 2017
- Young women favour multichannel but shopping more at pureplays
-
- Figure 6: Types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
- Amazon most popular pureplay for fashion
-
- Figure 7: Online-only retailers from which consumers have bought fashion in the last 12 months, April 2017
- Retailers need to prioritise customer service and returns
-
- Figure 8: Satisfaction with shopping for fashion online, by different factors, April 2017
- 50% return items bought online
-
- Figure 9: Online fashion shopping behaviour, April 2017
- Improving deliveries to drive male purchasing
-
- Figure 10: Interest in innovations when shopping online for fashion, April 2017
- What we think
Issues and Insights
-
- Why is online fashion continuing to see strong growth?
- The facts
- The implications
- Who are the winners and losers in online fashion?
- The facts
- The implications
- What are the growth opportunities for online sales of fashion?
- The facts
- The implications
The Market – What You Need to Know
-
- Online fashion sales to grow 17.2% in 2017
- Online fashion to remain strong but will slow
- Online fashion accounts for 24% of total sales
- Smartphone ownership remains steady
- Social media usage
- Leisure prioritised in spending
- Ageing population
Market Size and Forecast
-
- Online fashion sales to grow 17.2% in 2017
-
- Figure 11: Best- and worst-case forecast of online sales of clothing, accessories and footwear, 2012-22
- Online fashion to remain strong but will slow
-
- Figure 12: Online sales of clothing, accessories and footwear, 2012-22
- Online fashion accounts for 24% of total sales
-
- Figure 13: Online sales of clothing and footwear as a % of total clothing and footwear sales, 2013-17
- Forecast methodology
Market Drivers
-
- Smartphone and tablet ownership remains steady
-
- Figure 14: Personal ownership of consumer technology products, December 2016
- 12% plan to buy smartwatches
- 56% like brands on social media
-
- Figure 15: Brand/product-related online activities performed in the past three months, December 2016
- Social media usage
-
- Figure 16: Social and media networks used, March 2017
- Consumer confidence
-
- Figure 17: How respondents would describe their financial situation, by gender, April 2017
- Leisure prioritised in spending
-
- Figure 18: What extra money is spent on, by gender, April 2017
- Population trends
Companies and Brands – What You Need to Know
-
- Pureplays grow their share
- Next loses share of online
- Young fashion e-tailers diversify
- Luxury online players see rising revenues
- Voice-enabled devices
- Amazon is leading online fashion adspend
- Young fashion pureplays seen as trendsetting
Market Share
-
- Pureplays grow their share
-
- Figure 19: Estimated market shares of online sales of clothing and footwear, 2014-16
- Multichannel
Competitive Strategies
-
- Young fashion retailers
- Mid-market pureplays
- Luxury pureplays
- Up-and-coming brands
Launch Activity and Innovation
-
- Messaging apps
-
- Figure 20: WhatsApp-style conversational user interface with the very.co.uk mobile app, November 2016
- Social media
-
- Figure 21: Screenshot of Mr Porter’s shoppable Apple TV app, September 2016
- More delivery options
- Virtual realities
- Voice-enabled devices
- Personalisation
- Pureplays move into physical retailing
- New launches
-
- Figure 22: Screenshot of Celine’s Instagram account, March 2017
Advertising and Marketing Activity
-
- Online fashion retailers cut back on adspend
-
- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on online fashion, 2014-17
- Amazon is leading online fashion adspend
- Boohoo first dedicated menswear campaign
- Pretty Little Thing launches YouTube campaign
- Very.co.uk’s £3 million autumn fashion collection campaign
-
- Figure 24: Leading UK online fashion retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-17
- Digital overtakes press ads
-
- Figure 25: UK online fashion retail: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2014-16
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 26: Attitudes towards and usage of selected brands, August 2016-May 2017
- Key brand metrics
-
- Figure 27: Key metrics for selected brands, August 2016-May 2017
- Brand attitudes: ASOS seen as innovative
-
- Figure 28: Attitudes, by brand, August 2016-May 2017
- Brand personality: Boohoo is a fun brand
-
- Figure 29: Brand personality – Macro image, August 2016-May 2017
- Littlewoods seen as disappointing
-
- Figure 30: Brand personality – Micro image, August 2016-May 2017
- Brand analysis
- Online-only giants
- Young fashion pureplays
- Mid-market pureplays
The Consumer – What You Need to Know
-
- Millennials buy most fashion online
- Online fashion usage
- 48% of Millennials use smartphones for fashion
- Young women shop more at young fashion pureplays
- Retailers need to prioritise customer service and returns
- 50% return items bought online
- Young men most influenced by social media blogs
- Improving deliveries to drive male purchasing
- Parents of young kids drawn to virtual reality
Online Fashion Purchasing
-
- Millennials buy most fashion online
-
- Figure 31: People who answered yes to having bought any fashion items online in the last 12 months, by gender and age, April 2017
- Online fashion usage
-
- Figure 32: Types of online fashion buyers, April 2017
- 25% of young men buy all fashion online
-
- Figure 33: Types of online fashion buyers, by gender and age, April 2017
Devices Used to Buy Fashion Online
-
- 48% of Millennials use smartphones for fashion
-
- Figure 34: Types of devices used to buy fashion online, April 2017
- Figure 35: Types of online fashion buyers, by types of devices used to buy fashion online, April 2017
Where People Buy Fashion Online
-
- Young multichannel fashion retailers no longer first port of call
-
- Figure 36: Types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
- Department stores focus on online
- Amazon most popular pureplay for fashion
-
- Figure 37: Online-only retailers from which consumers have bought fashion in the last 12 months, April 2017
- Young women shop at young fashion pureplays
- Men aged 25-44 shop more at pureplays
- Majority shop online at few retailers
-
- Figure 38: Repertoire of types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
Satisfaction with Shopping for Fashion Online
-
- Dissatisfaction with fit of clothes
-
- Figure 39: Satisfaction with shopping for fashion online, by different factors, April 2017
- Retailers need to prioritise customer service and returns
- Promote deliveries and payment process
-
- Figure 40: Key drivers of overall satisfaction with online fashion purchases, April 2017
-
- Figure 41: Correlation (R) values with overall satisfaction key driver output, April 2017
- Methodology
Online Fashion Shopping Behaviour
-
- 50% return items bought online
-
- Figure 42: Online fashion shopping behaviour, April 2017
- Use of credit
- Young men most influenced by social media blogs
- 33% like fashion brands on social media
-
- Figure 43: Fashion online – CHAID – Tree output, April 2017
- Methodology
Interest in Innovations
-
- Improving deliveries to drive male purchasing
-
- Figure 44: Interest in innovations when shopping online for fashion, April 2017
- Interest in chatbots
- Parents of young kids drawn to virtual reality
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- Key driver analysis
- Interpretation of results
-
- Figure 45: Correlation (R) values with overall satisfaction – Key driver output, April 2017
-
- Figure 46: Satisfaction with online fashion purchase factors, April 2017
Appendix – Market Size and Forecast
-
- Forecast methodology
Back to top