Womenswear - UK - May 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Womenswear grows by 3.2% in 2017
Figure 1: Best- and worst-case forecast of UK sales of women’s outerwear, 2012-22
Men more likely to be obese than women
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
Figure 3: Attitudes towards and usage of selected womenswear brands, January 2018
The consumer
Under-35s drive sales of jeans
Figure 4: Types of outerwear purchased in the last three months, by gender, April 2018
Women shop more for clothes at supermarkets
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
Figure 6: Who else women have bought clothing for in the last 12 months, January 2018
Demand for more representative models
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
Figure 8: Agreement with clothes shopping behaviour, January 2018
Demand for timeless, quality fashion grows
Figure 9: Agreement with attitudes towards buying clothes, January 2018
What we think
ISSUES AND INSIGHTS
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
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
Womenswear grows by 3.2% in 2017
Figure 10: Best- and worst-case forecast of UK sales of women’s outerwear, 2012-22
Womenswear to reach £33.5 billion by 2022
Figure 11: UK sales of women’s outerwear at current prices, 2012-22
Forecast methodology
MARKET DRIVERS
Move away from focus on young women
Figure 12: Population trends for women, % change 2012-17 and 2017-22
Young women more likely to be obese than men
Figure 13: Overweight and obese adults, by gender and age, 2016
Women less confident than men about their finances
Figure 14: How respondents would describe their financial situation, by gender, February 2018
Women prioritise clothes spending
Figure 15: What extra money is spent on, women, February 2018
Facebook remains most popular
Figure 16: Social and media networks used, by gender and age, March 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
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
Product launches and innovations
New product launches
Growing sportswear market
Figure 17: Fat Face athleisure range, 2018
Womenswear retailers tap into beauty market
Figure 18: ASOS Make-up 2017
Sustainable fashion
Latest womenswear collaborations
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
Figure 21: Selfridges’ women’s sneaker gallery, March 2018
Figure 22: John Lewis’ White City Westfield London store, 2018
Technology
Social media
ADVERTISING AND MARKETING ACTIVITY
Womenswear adspend declines
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
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
Figure 26: H&M spring/summer 2018 campaign
More diverse campaigns
Figure 27: Missguided #make your mark campaign page, December 2017
Nielsen Ad Intel coverage
SPACE ALLOCATION SUMMARY
Figure 28: Specialist and non-specialist clothing retailers, estimated space allocation, by men’s, women’s and childrenswear, October 2017
Detailed womenswear space allocation
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
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
Figure 33: Leading clothing retailers, estimated share of womenswear market, 2017
BRAND RESEARCH
Brand map
Figure 34: Attitudes towards and usage of selected brands, January 2018
Key brand metrics
Figure 35: Key metrics for selected brands, January 2018
Brand attitudes: M&S offers great customer service
Figure 36: Attitudes, by brand, January 2018
Brand personality: ASOS seen as fun
Figure 37: Brand personality – macro image, January 2018
Zara viewed as stylish
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
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
Under-35s drive sales of jeans
Figure 39: Types of outerwear purchased in the last three months, by gender, April 2018
Women spend less than men on each shopping trip
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
Figure 41: Number of items of clothing purchased on their last shop, by gender, April 2018
WHERE WOMEN BUY CLOTHES
Women shop more for clothes at supermarkets
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
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
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
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
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
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
75% of women buy clothes for others
Figure 48: Who else women have bought clothing for in the last 12 months, January 2018
Growing focus on childrenswear
Gifting
Figure 49: Clothing purchased for gifting, January 2018
FACTORS THAT WOULD ENCOURAGE WOMEN TO SHOP AT A RETAILER
Demand for more representative models
Figure 50: What would encourage women to shop for clothing from a specific retailer, January 2018
Importance of product reviews for young women
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
Figure 52: House of Fraser, Rushden Lakes store, 2017
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
61% of 16-34s return clothes due to fit
Figure 54: Agreement with clothes shopping behaviour, January 2018
Half of women delay purchases to wait for discounts
Figure 55: Agreement with clothes shopping behaviour, by age group, January 2018
Focus on own brands
ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Demand for timeless, quality fashion grows
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
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology