Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- Womenswear grows by 3.2% in 2017
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- Figure 1: Best- and worst-case forecast of UK sales of women’s outerwear, 2012-22
- Men more likely to be obese than women
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- Figure 2: Overweight and obese adults, by gender and age, 2016
- Companies and brands
- Womenswear retailers tap into beauty market
- Womenswear adspend declines
- ASOS seen as fun
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- Figure 3: Attitudes towards and usage of selected womenswear brands, January 2018
- The consumer
- Under-35s drive sales of jeans
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- Figure 4: Types of outerwear purchased in the last three months, by gender, April 2018
- Women shop more for clothes at supermarkets
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- Figure 5: Retailers from which women have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
- 75% of women buy clothes for others
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- Figure 6: Who else women have bought clothing for in the last 12 months, January 2018
- Demand for more representative models
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- Figure 7: What would encourage women to shop for clothing from a specific retailer, January 2018
- 61% of 16-34s return clothes due to fit
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- Figure 8: Agreement with clothes shopping behaviour, January 2018
- Demand for timeless, quality fashion grows
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- Figure 9: Agreement with attitudes towards buying clothes, January 2018
- What we think
Issues and Insights
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- Who are the winners and losers?
- The facts
- The implications
- Which demographics are driving sales?
- The facts
- The implications
- What can retailers and brands do to stand out?
- The facts
- The implications
The Market – What You Need to Know
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- Womenswear grows by 3.2% in 2017
- Womenswear to reach £33.5 billion by 2022
- Move away from focus on young women
- Young women more likely to be obese than men
- Women less confident than men about their finances
Market Size and Forecast
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- Womenswear grows by 3.2% in 2017
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- Figure 10: Best- and worst-case forecast of UK sales of women’s outerwear, 2012-22
- Womenswear to reach £33.5 billion by 2022
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- Figure 11: UK sales of women’s outerwear at current prices, 2012-22
- Forecast methodology
Market Drivers
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- Move away from focus on young women
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- Figure 12: Population trends for women, % change 2012-17 and 2017-22
- Young women more likely to be obese than men
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- Figure 13: Overweight and obese adults, by gender and age, 2016
- Women less confident than men about their finances
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- Figure 14: How respondents would describe their financial situation, by gender, February 2018
- Women prioritise clothes spending
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- Figure 15: What extra money is spent on, women, February 2018
- Facebook remains most popular
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- Figure 16: Social and media networks used, by gender and age, March 2018
Companies and Brands – What You Need to Know
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- Growing women’s sportswear market
- Womenswear retailers tap into beauty market
- Womenswear adspend declines
- More diverse campaigns
- ASOS seen as fun
- Older women like M&S’s customer service
- Zara is most stylish brand
Launch Activity and Innovation
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- Product launches and innovations
- New product launches
- Growing sportswear market
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- Figure 17: Fat Face athleisure range, 2018
- Womenswear retailers tap into beauty market
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- Figure 18: ASOS Make-up 2017
- Sustainable fashion
- Latest womenswear collaborations
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- Figure 19: H&M and Moschino, 2018
- Figure 20: John Lewis Patternity collaboration, March 2018
- Retail launches and innovations
- New retail launches
- New store concepts
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- Figure 21: Selfridges’ women’s sneaker gallery, March 2018
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- Figure 22: John Lewis’ White City Westfield London store, 2018
- Technology
- Social media
Advertising and Marketing Activity
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- Womenswear adspend declines
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- Figure 23: Total above-the line, online display and direct mail advertising expenditure on womenswear, 2014- April 2018
- M&S changes marketing strategy
- Media type
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- Figure 24: Recorded above-the line, online display and direct mail advertising expenditure on womenswear, by media type, 2017
- Figure 25: Recorded above-the line, online display and direct mail advertising expenditure on womenswear, by media type, 2014- April 2018
- Campaign highlights
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- Figure 26: H&M spring/summer 2018 campaign
- More diverse campaigns
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- Figure 27: Missguided #make your mark campaign page, December 2017
- Nielsen Ad Intel coverage
Space Allocation Summary
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- Figure 28: Specialist and non-specialist clothing retailers, estimated space allocation, by men’s, women’s and childrenswear, October 2017
- Detailed womenswear space allocation
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- Figure 29: Specialist clothing retailers, estimated detailed space allocation, by category, October 2017
- Figure 30: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2017
- Retail product mix
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- Figure 31: Leading clothing retailers: share of clothing sales, by product, 2017
- Figure 32: Leading clothing retailers, estimated sales density, by product, 2017
- Market share by product
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- Figure 33: Leading clothing retailers, estimated share of womenswear market, 2017
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Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, January 2018
- Key brand metrics
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- Figure 35: Key metrics for selected brands, January 2018
- Brand attitudes: M&S offers great customer service
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- Figure 36: Attitudes, by brand, January 2018
- Brand personality: ASOS seen as fun
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- Figure 37: Brand personality – macro image, January 2018
- Zara viewed as stylish
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- Figure 38: Brand personality – micro image, January 2018
- Brand analysis
- Online-only retailers
- Mid-market fashion retailers
- Fashion-focused retailers
- Value retailers
- Department stores
The Consumer – What You Need to Know
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- Under-35s drive sales of jeans
- Women shop more for clothes at supermarkets
- 75% of women buy clothes for others
- Demand for more representative models
- 61% of 16-34s return clothes due to fit
- Demand for timeless, quality fashion grows
What Fashion Items Women Buy and How Much They Spend
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- Under-35s drive sales of jeans
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- Figure 39: Types of outerwear purchased in the last three months, by gender, April 2018
- Women spend less than men on each shopping trip
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- Figure 40: Amount spent on clothes on the last shopping trip, by gender, April 2018
- Women aged 25 and over tend to buy only a few items
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- Figure 41: Number of items of clothing purchased on their last shop, by gender, April 2018
Where Women Buy Clothes
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- Women shop more for clothes at supermarkets
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- Figure 42: Types of retailers from which women have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
- Primark remains most popular clothing retailer
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- Figure 43: Retailers from which women have bought clothes for themselves in the last 12 months, by in-store and online, January 2018
- Primark, Next and M&S decline in popularity
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- Figure 44: Women who have bought clothes for themselves in the last 12 months in-store and online from Primark, Next and M&S, by age, January 2018
- Rise in women buying clothes from pureplays
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- Figure 45: Retailers from which women have bought clothes for themselves in the last 12 months, by in-store and online, January 2018 and January 2017
- Young women favour young pureplays
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- Figure 46: Women who have bought clothes for themselves in the last 12 months in-store and online from New Look, H&M, Topshop and other online-only retailers, January 2018
- Women aged 16-34 main clothes shoppers
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- Figure 47: Repertoire of retailers from which women have bought clothes in the last 12 months, by in-store and online, January 2018
Who Women Buy Clothes For
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- 75% of women buy clothes for others
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- Figure 48: Who else women have bought clothing for in the last 12 months, January 2018
- Growing focus on childrenswear
- Gifting
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- Figure 49: Clothing purchased for gifting, January 2018
Factors that would Encourage Women to Shop at a Retailer
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- Demand for more representative models
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- Figure 50: What would encourage women to shop for clothing from a specific retailer, January 2018
- Importance of product reviews for young women
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- Figure 51: What would encourage women to shop for clothing from a specific retailer, by generations, January 2018
- Affluent women drawn to exclusive events
- Department store shoppers keen on exclusive events
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- Figure 52: House of Fraser, Rushden Lakes store, 2017
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- Figure 53: Percentage point difference from the average of factors that would encourage women to shop for clothing from a specific retailer, by retailers from where women have bought clothes in-store and online, January 2018
Clothes Shopping Behaviour
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- 61% of 16-34s return clothes due to fit
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- Figure 54: Agreement with clothes shopping behaviour, January 2018
- Half of women delay purchases to wait for discounts
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- Figure 55: Agreement with clothes shopping behaviour, by age group, January 2018
- Focus on own brands
Attitudes Towards Shopping for Clothes
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- Demand for timeless, quality fashion grows
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- Figure 56: Agreement with attitudes towards buying clothes, January 2018
- Young women shop more online
- Millennials interested in how their clothes are made
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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