Table of Contents
Executive Summary
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- The market
- The total summer fashion market is estimated to be worth £4.2 billion
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- Figure 1: Estimated summer fashion consumer spending (including VAT), by category, 2019
- Summer fashion sales are affected by the weather
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- Figure 2: Year-on-year difference of UK monthly mean temperature and percentage change in fashion retail sales, January 2018-August 2019
- The number of people going on holiday is on the rise
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- Figure 3: Holiday trip taking by British residents, 2008-18
- More people are going to music festivals
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- Figure 4: Music festivals attended in the past 12 months, 2017-19
- Companies and brands
- Summer fashion advertising spend peaks in March
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- Figure 5: Recorded above-the-line, online display and direct mail total advertising expenditure on clothing, footwear and accessories, by month, March-August 2016-19
- Advertising spend on beachwear almost doubled in 2019
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- Figure 6: Total above-the-line, online display and direct mail advertising expenditure on beachwear, 2016-19
- The consumer
- Nearly three quarters bought summer fashion items
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- Figure 7: Summer fashion categories bought, August 2019
- Most summer fashion purchases were for holidays
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- Figure 8: Occasions for purchasing summer fashion, August 2019
- A quarter of shoppers spent more on summer fashion this year
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- Figure 9: Spending on summer fashion in comparison to last year, August 2019
- More people shopped for summer fashion in-store than online
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- Figure 10: Channels used for buying summer fashion items, August 2019
- A third only began their summer fashion shopping in the summer months
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- Figure 11: Month people began their summer fashion shopping, August 2019
- Diversity is important in swimwear
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- Figure 12: Swimwear shopper attitudes, August 2019
- Younger consumers turn to TV shows like Love Island for inspiration
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- Figure 13: Consumer sentiment towards summer fashion, August 2019
- What we think
Issues and Insights
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- Does summer shopping encourage wasteful shopping behaviours?
- The facts
- The implications
- The importance of inclusivity in summer fashion
- The facts
- The implications
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- Figure 14: Every.Body.Counts campaign, 2019
- TV shows present sponsorship opportunities for young fashion retailers
- The facts
- The implications
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- Figure 15: Missguided product placement on Love Island, 2018
The Market – What You Need to Know
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- The summer fashion market is estimated to be worth £4.2 billion
- Summer fashion sales affected by the weather
- The number of people going on holiday is on the rise
- More people are going to music festivals
- More people are tuning into summer reality TV shows
Market Size
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- The summer fashion market is estimated to be worth £4.2 billion
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- Figure 16: Estimated summer fashion consumer spending (including VAT), by category, 2019
- Figure 17: Estimated breakdown of summer fashion spending (including VAT), 2019
- Beachwear presents opportunities
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- Figure 18: Self-Portrait’s new swimwear collection, 2019
Market Drivers
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- Unpredictable weather affects sales
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- Figure 19: Year-on-year difference of UK monthly mean temperature and percentage change in fashion retail sales, January 2018-August 2019
- The number of people holidaying has risen
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- Figure 20: Holiday trip taking by British residents, 2008-18
- Summer footfall was down
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- Figure 21: Year-on-year footfall change, by location, January-October 2019
- Number of festival attendees grows
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- Figure 22: Music festivals attended in the past 12 months, 2017-19
- Summer TV reality shows grow in popularity
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- Figure 23: Number of viewers for Love Island’s launch episodes, 2015-19
Companies and Brands – What You Need to Know
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- The summer of collaborations
- Retailers capitalise on festival popularity
- Summer fashion embraces diversity
- Sustainability is a focus
- Summer fashion advertising spend peaks in March
- Advertising spend on beachwear almost doubled in 2019
Launch Activity and Innovation
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- Collaborations
- Duke & Dexter x Snoop Dogg ‘pool to party’ collection
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- Figure 24: Duke & Dexter’s Snoop collaboration, 2019
- Love Stories x H&M swimwear line
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- Figure 25: H&M collaboration with Love Stories on swimwear line, 2019
- Shrimps X Warehouse summer fashion collection
- Stranger Things x H&M summer collaboration
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- Figure 26: Stranger Things x H&M: Meet Dacre Montgomery collaboration for summer, 2019
- Orlebar Brown creates a 007-inspired collection
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- Figure 27: Orlebar Brown’s James Bond collection featuring a safari jacket inspired by The Man with the Golden Gun, 2019
- Festivals
- Glastonbury stars encourage second-hand shopping
- Mountain Warehouse launches festival-inspired capsule collection
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- Figure 28: Kit Neale’s Karabiner collection for Mountain Warehouse, 2019
- Oxfam launches festival pop-up
- Diverse summer fashion
- Quiz offers petite and plus-size summer fashion
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- Figure 29: Quiz launches petite range, 2019
- Youswim launches universally flattering swimwear
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- Figure 30: Youswim’s one-size-fits-all swimwear, 2019
- Curvy Kate’s swimsuit is bestseller
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- Figure 31: Curvy Kate’s Wrapsody swimwear, 2019
- New launches
- Self-Portrait releases first swimwear collection
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- Figure 32: Self-Portrait’s summer 2019 collection, 2019
- Liberty launches debut own-brand swimwear
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- Figure 33: Liberty’s debut travel and swim collection, 2019
- Sustainability
- House of Holland x Speedo
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- Figure 34: House of Holland’s swimwear collaboration with Speedo, 2019
- Monki launches sustainable swimwear line
Advertising and Marketing Activity
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- Fashion advertising spend peaks in March
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- Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on clothing, footwear and accessories, by month, March-August 2016-19
- Key summer 2019 campaigns: The summer of empowerment
- Tu Summer of Love Yourself
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- Figure 36: Tu’s Summer 2019 campaign, 2019
- Zalando’s ‘Dress For Yourself, Nobody Else’ campaign
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- Figure 37: Zalando’s liberating summer campaign, 2019
- Jacamo encourages men to 'Own Your Moment'
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- Figure 38: Jacamo’s summer advert, 2019
- Advertising spend on beachwear has nearly doubled in 2019…
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure on beachwear, 2016-19
- …over half of which was by Shein
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- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on beachwear, by advertiser, 2016-19
- Key beachwear campaigns
- PrettyLittleThing’s Destination Swim campaigns
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- Figure 41: Destination Swim: Dubai, 2019
- Seafolly Made to Summer
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- Figure 42: Seafolly’s global summer campaign, 2019
- Digital dominates for beachwear advertising
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- Figure 43: Total above-the-line, online display and direct mail advertising expenditure on beachwear, by advertiser and media type, 2019
- Nielsen Ad Intel coverage
Brand Focus - Deakin & Blue
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- Company overview
- What is it?
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- Figure 44: Deakin & Blue swimwear in action, 2019
- Founded:
- Company mission statement:
- Founder’s story:
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- Figure 45: Founder Rosie Cook with Deakin & Blue customers on a photoshoot, 2019
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Potential struggles
- The verdict
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- Figure 46: Deakin & Blue campaign, 2019
- Media profile
- Social media metrics
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- Figure 47: Social media metrics for Deakin & Blue, November 2019
- Figure 48: Deakin & Blue imagery from social media, 2019
The Consumer – What You Need to Know
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- Nearly three quarters bought summer fashion items
- Most purchasing was done for holidays
- A quarter of shoppers spent more on summer fashion this year
- More people shopped for summer fashion in-store than online
- Social media influences swimwear shoppers
- Younger consumers turn to TV shows like Love Island for inspiration
Summer Fashion and Beachwear Purchased
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- Nearly three quarters bought summer fashion items
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- Figure 49: Summer fashion categories bought, August 2019
- Much of the summer fashion shopping is done by women
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- Figure 50: Summer fashion categories bought, by age and gender, August 2019
- Tops are the most popular summer purchase for both genders
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- Figure 51: Types of summer fashion items bought, by gender, August 2019
- Women tend to buy into several different categories
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- Figure 52: Repertoire of summer fashion items bought, by gender, August 2019
- Swimsuits and bikini sets equally popular
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- Figure 53: Styles of beachwear bought, August 2019
Occasions for Purchasing Summer Fashion
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- Holidays are the most likely reason to purchase summer fashion
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- Figure 54: Occasions for purchasing summer fashion, August 2019
- Opportunities in holiday clothing for older consumers
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- Figure 55: People who bought summer fashion for holidays, by age of children in household, August 2019
- A quarter of Older Millennials bought for a festival
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- Figure 56: People who bought summer fashion items for festivals, by generation, August 2019
- Men are more likely to buy for various events
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- Figure 57: Number of occasions summer fashion was purchased for, by gender, August 2019
Spending on Summer Fashion
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- Summer fashion items less of an investment
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- Figure 58: Spending on summer clothing, August 2019
- A quarter of shoppers spent more on summer fashion this year
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- Figure 59: Spending on summer fashion in comparison to last year, August 2019
Summer Fashion Shopping Journey
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- Nearly three quarters shopped in-store…
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- Figure 60: Channels used for buying summer fashion items, August 2019
- …but ‘digital natives’ are more likely to shop online
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- Figure 61: Channels used for buying summer fashion items, by generation, August 2019
- A fifth only began buying summer fashion items in May…
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- Figure 62: Month people began their summer fashion shopping, August 2019
- …calling into question the early summer discounts
- Purchases were most likely to happen during spring
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- Figure 63: The season people began their summer fashion shopping, August 2019
Attitudes towards Swimwear
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- It is important for customers to see diverse fits of swimwear
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- Figure 64: Shopper attitudes towards the fit of swimwear, August 2019
- Social media plays a big part in launching new brands
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- Figure 65: Shopper attitudes towards social media, August 2019
- Figure 66: Shein’s Instagram advertising for swimwear, 2019
- Many are using swimwear as a style statement
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- Figure 67: Shopper attitudes towards swimwear trends and styles, August 2019
- Figure 68: PrettyLittleThing’s ‘poolside only’ bikini, 2019
- People are concerned about convenience and style over sustainability
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- Figure 69: Shopper attitudes towards acting more sustainably, August 2019
- Figure 70: adidas ocean plastics swimwear line, 2017
Behaviours towards Summer Fashion
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- Trans-seasonal pieces can help to avoid early discounting
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- Figure 71: Consumer sentiment towards summer fashion, August 2019
- Young consumers are heavily influenced by Love Island
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- Figure 72: Consumers who agreed with the statement “Seeing what people wear on reality TV shows has inspired my summer fashion purchases”, by age and gender, August 2019
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- Figure 73: MissPap’s collaboration with Love Island winner Amber Rose Gill, 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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