Women's Fashion Lifestyles - UK - May 2012

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The Market
Figure 1: UK sales of women’s outerwear, at current and constant prices, 2006-16
Market factors
Ageing population will hinder the market
Figure 2: Trends in the age structure of the UK female population, 2006-16
ABs present an opportunity for premiumisation
Figure 3: Forecast growth of the UK population, by socio-economic group, 2006-11 and 2011-16
The obesity epidemic drives demand for bigger clothes
The consumer
Fashion is the top priority
Figure 4: What extra money is spent on, March 2012
Value retailers lead the womenswear market
Figure 5: Outlets used to buy womenswear the last 12 months, March 2012
M&S, Next and department stores have an upmarket following
Supermarkets continue to extend their influence
High street and higher-priced fashion stores attract youths
Online vs mail order
Most women shop every few months
Figure 6: Frequency of buying clothes, underwear and footwear, March 2012
Figure-flattering, comfortable and high quality
Figure 7: Agreement with statements on clothes, March 2012
Four in ten women dislike trying clothes on in-store
Young women are most fashion-oriented
Older women feel overlooked by fashion retailers
Three in ten women struggle to find flattering clothing
Under-25s are most store-loyal
Figure 8: Attitudes towards buying clothes, March
DEs are most cost-conscious
ABs opt for quality over quantity
Under-25s are most influenced by advertising
Are women becoming less cautious?
Figure 9: Attitudes towards buying clothes, by demographics, March 2012
What we think
ISSUES IN THE MARKET
Are young women continuing to drive the performance of the fashion market?
What are women looking for when buying new clothing?
Are older women still being ignored on the high street?
How is technology impacting upon the women’s fashion market?
How can retailers make finding the right fit easier?
What added value opportunities are there in the women’s fashion market?
FUTURE OPPORTUNITIES
Let’s Make a Deal
Carnivore, Herbivore…Locavore
MARKET ENVIRONMENT
Key Points
Ageing population poses a challenge
Figure 10: Trends in the age structure of the UK female, 2006-16
ABs present an opportunity for premiumisation
Figure 11: Forecast growth of the UK population, by socio-economic group, 2006-11 and 2011-16
Female obesity is on the rise
Figure 12: Trends in women’s obesity, 2006-11
Figure 13: Women’s overweight and obesity, by demographics, 2011
Seven in ten women have a broadband connection
Figure 14: Broadband penetration, by gender, age and socio-economic group, 2004-11
Figure 15: Attitudes towards shopping and browsing for clothes online, by gender, January 2012
Clothing inflation continues to rise
Figure 16: Inflation in clothing and footwear, January 2009-March 2012
Figure 17: Year-on-year change in average monthly cotton prices, January 2010-March 2012
Consumer confidence remains in deep negative territory
Figure 18: Trends in consumer confidence, January 2009-April 2012
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
New launches
Tackling the sizing problem
The ‘virtual fitting room’ concept
Clothing with a conscience
Celebrity lines
Designer collaborations are en vogue
Improvement to the plus-size fashion offering on the high street
MARKET SIZE AND FORECAST
Clothing inflation drives up market value
Figure 19: UK sales of women’s outerwear, at current and constant prices, 2006-16
The future
Figure 20: UK sales of women’s outerwear, at current and constant prices, 2006-16
Factors used in the forecast
BRAND RESEARCH
Brand map
Figure 21: Attitudes towards and usage of brands in the womenswear sector, March 2012
Correspondence analysis
Brand attitudes
Figure 22: Attitudes, by womenswear brand, March 2012
Brand personality
Figure 23: Womenswear brand personality – macro image, March 2012
Figure 24: Womenswear brand personality – micro image, March 2012
Brand experience
Figure 25: Womenswear brand usage, March 2012
Figure 26: Satisfaction with various womenswear brands, March 2012
Figure 27: Consideration of womenswear brands, March 2012
Figure 28: Consumer perceptions of current womenswear brand performance, March 2012
Figure 29: Womenswear brand recommendation – Net Promoter Score, March 2012
Brand index
Figure 30: Womenswear brand index, March 2012
Figure 31: Womenswear brand index vs. recommendation, March 2012
Target group analysis
Figure 32: Target groups, March 2012
Figure 33: Womenswear brand usage, by target groups, March 2012
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
WOMEN’S ATTITUDES TOWARDS PERSONAL APPEARANCE, BY LIFESTAGE
Key Points
The lifestages and their descriptions
Figure 34: Women’s attitudes towards personal appearance, 2007-11
Young women are most concerned about image
Figure 35: Agreement with ‘I look after my appearance, my image’, by lifestage group, 2010 and 2011
Figure 36: Agreement with ‘It is important to me to be attractive to the opposite sex’, by lifestage group, 2010 and 2011
Four in ten women are style-confident
Figure 37: Agreement with ‘I have a very good sense of style’, by lifestage group, 2010 and 2011
Looking young
Figure 38: Agreement with ‘It is important to me to keep young looking’, by lifestage group, 2010 and 2011
Young women are most sporty
Figure 39: Agreement with ‘I do some form of sport or exercise at least once a week’, by lifestage group, 2010 and 2011
Older women want to be fit and active
Figure 40: Agreement with ‘What I want most is to be fit and active’, by lifestage group, 2010 and 2011
Figure 41: Most likely to visit leisure centre/gym/health club in the last 12 months, by lifestage group, 2010 and 2011
Half of women are on a diet
Figure 42: Most likely to be slimming in the last 12 months, by lifestage group, 2010 and 2011
WOMEN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES, BY LIFESTAGE
Key Points
Figure 43: Women’s attitudes towards personal appearance, 2007-11
Young women are most fashion-oriented
Figure 44: Agreement with ‘It is important to me to look well dressed’, by lifestage group, 2010 and 2011
Figure 45: Agreement with ‘I like to keep up with the latest fashions’, by lifestage group, 2010 and 2011
Older women prefer comfort over style
Figure 46: Agreement with ‘I buy clothes for comfort, not for style’, by lifestage group, 2010 and 2011
Shopping for clothes
Figure 47: Agreement with ‘I really enjoy shopping for clothes’, by lifestage group, 2010 and 2011
Flown the Nest women have cut back
Figure 48: Agreement with ‘Every season I buy some new clothes’, by lifestage group, 2010 and 2011
Figure 49: Agreement with ‘I spend a lot on clothes’, by lifestage group, 2010 and 2011
Most women make their clothing last
Figure 50: Agreement with ‘I make my clothes last’, by lifestage group, 2010 and 2011
One in 13 make their own clothes
Figure 51: Agreement with ‘I make my own clothes’, by lifestage group, 2010 and 2011
Jeans fall in popularity among young women
Figure 52: Agreement with ‘I usually wear jeans’, by lifestage group, 2010 and 2011
Young women are most drawn to designer labels
Figure 53: Agreement with ‘A designer label improves a person’s image’, by lifestage group, 2010 and 2011
WHAT WOMEN BUY
Key Points
Slight decline in purchasing of womenswear
Figure 54: Trends in outerwear bought in the last 12 months, 2007-11
Dresses surge in popularity
Coat purchases rise
Suits decline in popularity
Rise in spend on womenswear
Figure 55: Trends in average amount spent on women’s outerwear in the last 12 months, 2007-11
THE CONSUMER – WOMEN’S SPENDING PRIORITIES
Key Points
Fashion is the top priority
Figure 56: What extra money is spent on, March 2012
Under-25s place the greatest emphasis on fashion
Figure 57: Consumers who spend extra money on clothing, shoes or jewellery, by age and economic group, March 2012
THE CONSUMER – WHERE WOMEN BUY CLOTHES
Key Points
Figure 58: Outlets used to buy clothing, underwear and footwear in the last 12 months, March 2012
Figure 59: Outlets used to buy clothing in the last 12 months, March 2012
Primark is women’s favoured retailer
M&S has an upmarket and mature following
Next is the most popular mid-market player
More women are shopping in supermarkets
Figure 60: Women who have bought clothing from supermarkets in the last 12 months, by age and socio-economic groups, February 2011 and March 2012
High street fashion stores attract youths
Figure 61: Consumers who have bought clothing from Topshop, River Island, New Look, H&M and other mid-market high street fashion retailers in the last 12 months, by age and socio-economic group, March 2012
Online vs mail order
Figure 62: Consumers who have bought clothing online or from mail order in the last 12 months, by age and socio-economic group, March 2012
Department stores fall in popularity
Figure 63: Consumers who have bought clothing in department stores in the last 12 months, by age and socio-economic group, February 2011 and March 2012
Sports shops
THE CONSUMER – HOW OFTEN WOMEN BUY CLOTHES
Key Points
Most women shop every few months
Figure 64: Frequency of buying clothes, underwear and footwear, March 2012
Under-25s buy clothes most frequently
Figure 65: Frequency of buying clothes, by age and socio-economic group, March 2012
Older women are more reluctant shoppers
Has women’s frequency of clothes shopping changed?
Figure 66: Frequency of buying clothes, February 2011 and March 2012
Figure 67: Women who purchase clothing either once a week, 2-3 times a month or once a month, by age and socio-economic group, February 2011 and March 2012
THE CONSUMER – WOMEN’S ATTITUDES TOWARDS WHAT THEY WEAR
Key Points
Figure 68: Agreement with statements on clothes, March 2012
Women want clothes to be figure-flattering and comfortable
Figure 69: Consumers who dress in a way that suits their figure regardless of what is in fashion and consumers who say that it is more important that their clothes are comfortable than the latest fashion, by age and socio-economic group, March 2012
The importance of quality increases in line with age
Four in ten women dislike trying clothes on in-store
Young women are most fashion-conscious
Figure 70: Consumers who like to dress in a fashionable way and consumers who are confident they have a good sense of style, by age and socio-economic group, March 2012
Older women feel overlooked by fashion retailers
Figure 71: Consumers who think that most clothes stores only target young people and women who think that most advertising for clothing is not aimed at people of their age, by age and socio-economic group, March 2012
Young women like to receive clothing as gifts
Three in ten women struggle to find flattering clothing
THE CONSUMER - WOMEN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Key Points
Figure 72: Attitudes towards buying clothes, March 2012
Under-25s are most store loyal
DEs are most cost-conscious
Figure 73: Women who say price is the most important factor when they shop for clothes, women who mostly buy clothes on sale/special offer and women who shop around comparing prices before buying, by age and socio-economic group, March 2012
Older women tend to buy for replacement
ABs opt for quality over quantity
A fifth of women mainly buy for others
Under-25s are most influenced by advertising
Are women becoming less cautious?
Figure 74: Attitudes towards buying clothes, by demographics, March 2012
APPENDIX – BRAND RESEARCH
Figure 75: Brand usage, March 2012
Figure 76: Brand commitment, March 2012
Figure 77: Brand momentum, March 2012
Figure 78: Brand diversity, March 2012
Figure 79: Brand satisfaction, March 2012
Figure 80: Brand recommendation, March 2012
Figure 81: Brand attitude, March 2012
Figure 82: Brand image – macro image, March 2012
Figure 83: Brand image – micro image, March 2012
Figure 84: Profile of target groups, by demographic, March 2012
Figure 85: Psychographic segmentation, by target group, March 2012
Figure 86: Brand usage, by target group, March 2012
Figure 87: Brand index, March 2012
APPENDIX – THE CONSUMER – WOMEN’S SPENDING PRIORITIES
Figure 88: Most popular what extra money is spent on, by demographics, March 2012
Figure 89: Next most popular what extra money is spent on, by demographics, March 2012
APPENDIX – THE CONSUMER – WHERE DO WOMEN BUY CLOTHES?
Figure 90: Most popular frequency of buying clothes, underwear and footwear, by demographics, March 2012
Figure 91: Next most popular frequency of buying clothes, underwear and footwear, by demographics, March 2012
Figure 92: Other frequency of buying clothes, underwear and footwear, by demographics, March 2012
Figure 93: Least popular frequency of buying clothes, underwear and footwear, by demographics, March 2012
Figure 94: Most popular frequency of buying clothes, by demographics, March 2012
Figure 95: Next most popular frequency of buying clothes, by demographics, March 2012
Figure 96: Other frequency of buying clothes, by demographics, March 2012
Figure 97: Least popular frequency of buying clothes, by demographics, March 2012
APPENDIX – THE CONSUMER – HOW OFTEN DO WOMEN BUY CLOTHES?
Figure 98: Frequency of buying clothes, by demographics, March 2012
Figure 99: Frequency of buying underwear, by demographics, March 2012
Figure 100: Frequency of buying footwear, by demographics, March 2012
APPENDIX – THE CONSUMER – WOMEN’S ATTITUDES TOWARDS WHAT THEY WEAR
Figure 101: Most popular statements on clothes, by demographics, March 2012
Figure 102: Next most popular statements on clothes, by demographics, March 2012
Figure 103: Other statements on clothes, by demographics, March 2012
Figure 104: Statements on clothes, by most popular outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 105: Statements on clothes, by next most popular outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 106: Statements on clothes, by popular outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 107: Statements on clothes, by other outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 108: Statements on clothes, by least popular outlets used to buying women’s clothes in the last 12 months, March 2012
APPENDIX – THE CONSUMER – WOMEN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Figure 109: Most popular statements on clothes, by demographics, March 2012
Figure 110: Next most popular statements on clothes, by demographics, March 2012
Figure 111: Other statements on clothes, by demographics, March 2012
Figure 112: Attitudes towards buying clothes, by most popular outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 113: Attitudes towards buying clothes, by next most popular outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 114: Attitudes towards buying clothes, by popular outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 115: Attitudes towards buying clothes, by other outlets used to buying women’s clothes in the last 12 months, March 2012
Figure 116: Attitudes towards buying clothes, by least popular outlets used to buying women’s clothes in the last 12 months, March 2012