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Youth Fashion - UK - May 2009

ISSUES IN THE MARKET
Main themes
Definition
Abbreviations
FUTURE OPPORTUNITIES
Rise of the Screenager (Trend from Inspire)
Cool Consumer (Trend from Inspire)
The Lost Generation (Trend from Inspire)
MARKET IN BRIEF
Youth fashion feeling the squeeze
More personal interpretation of styling
Prices likely to rise
Number of teenagers are decreasing
Squeeze on income
Reluctance to do without
Innovation among retailers
Girls and boys have different patterns
Youth habits change as they age
Outlook
INTERNAL MARKET ENVIRONMENT
Key points
Fashion is key
Experimentation with trends
Key pieces to buy
Themes which dominate youth fashion
Boys go preppy
Sources of inspiration
Internet popular for clothes
High street will win
Inflation
Figure 1: Inflation, clothing and footwear, all items, 2003-08
BROADER MARKET ENVIRONMENT
Key points
Fluctuating age structure will affect volumes
Figure 2: Population forecasts, age group, 2004-14
Figure 3: Population forecasts, by age groups, 2004, 2009 and 2014
Where does the money come from?
More staying on for full-time education
Pocket money squeeze
Figure 4: Average weekly income received, by children at current prices, 2003-13
Harder to find casual jobs
Reluctant to give up necessities
Recession will dampen demand
Figure 5: Annual percentage change in personal disposable income, at current prices, 2004-14
Ethical and environmental issues
COMPETITIVE CONTEXT
Key points
Clothes top the list of teen spending
Figure 6: Average amount spent per week, on individual items, by 15-19-year-olds, 2004, 2006 and 2008*
Figure 7: How money is spent, top 10 answers, 11-14s, 2002 and 2008
Figure 8: How money is spent, top 10 answers, 15-19s, 2002 and 2008
Clothes are high on the list
Teenage necessities
We won’t do without
Teenage ‘shopaholics’
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
New Look’s rewarding social website
Uniqlo’s arty tees
Tesco taking online seriously
Topshop plays on a global stage
Liam Gallagher launches for blokes
Zara makes major men’s move
Asos launches discount site
Net-a-Porter launching low-price designer site
MARKET VALUE AND FORECAST
Key points
Consumer spending on clothing and footwear
Figure 9: Retail sales, clothing and footwear, excl. VAT, 2004-09
Higher volume growth in clothing
What the teenagers spend
Figure 10: UK: Consumer spending on clothing and footwear, incl. VAT, 2004-14
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
Figure 11: Teenage clothing and footwear spending, by gender, 2004-09
How youths spend their own money
Figure 12: New clothes bought with own money, 2008
Trend in garments
Figure 13: Trend in new clothes had in the last year, 2004-07
Key trends favour dresses, T-shirts, jeans and jackets
How shopping varies by gender
Figure 14: Top ten new clothes bought, by gender, 2008
Girly girls
Jeans and hoodies for the boys
Casuals rule OK
COMPANIES AND PRODUCTS
Key points
 FASHION SPECIALISTS
Topshop/Topman(Arcadia)
Primark
River Island
H&M
Next
New Look
Other young fashion retailers
Non-specialists in youth fashion
Menswear specialists aiming at teens
Sports clothing retailers
Brands
BRAND COMMUNICATION AND PROMOTION
Key points
Retailers dominate advertising spending for youth fashion
Figure 15: Main monitored media advertising expenditure, on youth fashion, 2004-08
Media spend by channel
Figure 16: Main monitored media advertising expenditure on fashion advertising, by media type, 2004-08
Who is spending?
Figure 17: Main monitored media advertising expenditure on youth fashion, by top advertisers, 2004-08
CHANNELS TO MARKET
Key points
Value retailers
Specialists
Sports shops
Independent stores
Variety stores
Department stores
Mail order/online
Supermarkets
Outlet centres
BRAND ELEMENTS
 BRAND MAP
Figure 18: Attitudes and usage of youth fashion brands, March 2009
 BRAND QUALITIES OF YOUTH FASHION BRANDS
Cool at Topshop, and River Island
Figure 19: Personalities of various youth fashion brands, March 2009
 EXPERIENCE OF YOUTH FASHION BRANDS
Primark most regular haunt, Carhartt lacks awareness
Figure 20: Consumer usage of various youth fashion brands, March 2009
 BRAND INTENTIONS FOR YOUTH FASHION BRANDS
Mixed appeal for Arcadia: Topshop loyalty, but Miss Selfridge a turn-off
Figure 21: Consideration of various youth fashion brands, March 2009
 BRAND SATISFACTION FOR YOUTH FASHION BRANDS
In the know and hot to trot: ASOS and Superdry strongly satisfy
Figure 22: Satisfaction with various youth fashion brands, March 2009
 BRAND COMMITMENT TO YOUTH FASHION BRANDS
High street most recommended, but G-Star Raw has dedicated followers
Figure 23: Commitment to various youth fashion brands, March 2009
 BRAND PROFILES
 TOPSHOP/TOPMAN
What the consumer thinks
Figure 24: Attitudes towards the Topshop/Topman brand, March 2009
 CARHARTT
What the consumer thinks
Figure 25: Attitudes towards the Carhartt brand, March 2009
 RIVER ISLAND
What the consumer thinks
Figure 26: Attitudes towards the River Island brand, March 2009
 ASOS
What the consumer thinks
Figure 27: Attitudes towards the ASOS brand, March 2009
 H&M
What the consumer thinks
Figure 28: Attitudes towards the H&M brand, March 2009
 DIESEL
What the consumer thinks
Figure 29: Attitudes towards the Diesel brand, March 2009
 BENCH
What the consumer thinks
Figure 30: Attitudes towards the Bench brand, March 2009
 PRIMARK
What the consumer thinks
Figure 31: Attitudes towards the Primark brand, March 2009
 ROUND UP
THE CONSUMER – WHERE TEENAGERS SHOP
Key points
Figure 32: Where teenagers shop for clothes, February 2009
Primark sets the pace
Staying on top
Youths using the supermarkets
Chicks and clicks
Sporty casuals
 WHERE THEY SHOP BY AGE AND GENDER – THE GENDER DIVIDE
Figure 33: Where they shop, by gender and age, February 2009
Where the boys are
Next and sports shops lose out as boys age
Edgier fashions fare better among older teens
Nine in ten young teen girls use Primark
They move on from Primark
ABs are more inclined to shop
Online means even more shops
THE CONSUMER – THEIR FASHION STYLE
Key points
How youths identify with fashions
Figure 34: Youth fashion styles, February 2009
Description of labels
How styles vary by age
Figure 35: Youth fashion styles, by gender and age, February 2009
Sporty youngsters
You can’t label me!
THE CONSUMER – ATTITUDES TOWARDS SHOPPING
Key points
Shopping for pleasure
Figure 36: What teenagers think of shopping, February 2009
Teenagers love to shop
Variations by age and gender
Figure 37: What teenagers think of shopping, by gender, age and age by gender, February 2009
Shop till you drop
Attracting the boys
Getting more active
Brands for the boys
 ATTITUDES TOWARDS SHOPPING, BY WHERE THEY SHOP
Figure 38: Attitudes, by where they shop, February 2009
Figure 39: Attitudes, by where they shop, February 2009 (continued)
Love to shop
Cruising the stores
Branded
 ATTITUDES TOWARDS SHOPPING BY PERSONAL STYLES
Figure 40: Attitudes towards fashion, by personal style, February 2009
Figure 41: Attitudes, by personal style, February 2009 (continued)
Love to shop
Value first
Brands for dudes
CONSUMER TYPOLOGIES
Bargain Hunters (42%)
Description
Who are they?
Where they shop
Shopaholics (29%)
Description
Who are they?
Where they shop
Reluctants (29%)
Description
Who are they?
Where they shop
APPENDIX
Consumer research
ACORN
Advertising data
APPENDIX – COMPETITIVE CONTEXT
Figure 42: How money is spent, 11-14s and 15-19s, 2002 and 2008
Figure 43: New clothes bought, by gender, 2008
APPENDIX – WHERE THEY BUY
The social divide
Figure 44: Where they shop, by socio-economic group, February 2009
How work status affects their spend
Figure 45: Where they shop, by working status, February 2009
Figure 46: Where they shop, by region, February 2009
Figure 47: Where they shop, by mobile phone network, February 2009
APPENDIX – ATTITUDES TOWARDS SHOPPING
Figure 48: The youth fashion styles, by socio-economic group and working status, February 2009
Figure 49: The youth fashion styles, by region, February 2009
Figure 50: The youth fashion styles, by mobile phone network, February 2009
Figure 51: What they think of shopping, by socio-economic group, working status and region, February 2009
Figure 52: What they think of shopping, by mobile phone network, February 2009
APPENDIX – CONSUMER TYPOLOGIES
Figure 53: Where they shop, by target groups, February 2009
Figure 54: Personal style, by target groups, February 2009
Figure 55: Repertoire of personal style, by target groups, February 2009
Figure 56: Target groups, by demographics, February 2009

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