Fashion - Size Matters! - UK - July 2010

ISSUES IN THE MARKET
Main themes
Definitions
Abbreviations
FUTURE OPPORTUNITIES
 THE VIRTUAL TAILOR
 ACCURATE AND CONVENIENT
 GO ROBOTIC
 REALITY CHECK
 SOCIAL NETWORKING/HORIZONTAL COMMUNITIES
MARKET IN BRIEF
Women’s plus-size market outperforms
Larger menswear shows steady growth
What has been driving growth?
Non-specialists move too slowly
Specialists continue to suffer
Discontent over inconsistent sizes grows
Women struggle to buy clothes that fit
Plus-sizes suffer from lack of choice
Four main target groups
What will happen to the market
Who will do well?
Who will underperform?
Where are the opportunities?
INTERNAL MARKET ENVIRONMENT
Key points
Britons becoming bigger
Figure 1: Percentage of adult population, in England with BMI of over 30, by age group, 1999, 2003, 2008
Figure 2: Percentage of overweight and obese adults, in England by BMI, 2003-08
Childhood obesity on the rise
Figure 3: Children’s overwieght and obesity prevalence, 2003-08
Two in five women trying to lose weight
Larger sizes put comfort over style
Plus-sizes spend less on clothes
Figure 4: Agreement with statements on personal appearance, 2009
Figure 5: Agreement with statements on personal appearance, 2009
BROADER MARKET ENVIRONMENT
Key points
Ageing population to boost market
Figure 6: Trends in the age structure of the UK population, 2005-15
Socio-economic changes
Figure 7: Trends in the socio-economic structure of the UK adult population, 2005-15
PDI and consumer spending
Figure 8: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Launch of more trendy plus-size ranges
Use of technology to help improve fit
Clothing designed to slim larger sizes
COMPETITIVE CONTEXT
Key points
Plus-size womenswear outperforms
Figure 9: Retail sales, plus size womenswear, compared with all womenswear and over-55s clothing, at current prices, 2005-10
Four in ten over-55 women are plus-size
Menswear sees steady growth
Figure 10: Retail sales, plus size menswear, compared with all menswear and online clothing and footwear, at current prices, 2005-10
Online clothing market growth slows
MARKET SIZE AND FORECAST
Key points
 MARKET SEGMENTATION
Plus-size womenswear reaches £3.8 billion
Figure 11: UK sales of plus-size womenswear at current and constant 2010 prices, 2005-15
The petites market shows stable growth
Figure 12: UK sales of petite womenswear at current and constant 2010 prices, 2005-15
Larger menswear grows steadily
Figure 13: UK sales of large-sized menswear at current and constant 2010 prices, 2005-15
 THE FUTURE
Plus-size womenswear to grow by 20%
Figure 14: Forecast of plus-size womenswear at current prices, 2005-15
Figure 15: Forecast of plus-size womenswear at current and constant 2010 prices, 2010-15
Petites market to grow at rate of womenswear
Figure 16: Forecast of petite womenswear at current and constant 2010 prices, 2010-15
Larger menswear to continue growing steadily
Figure 17: Forecast of plus-size menswear at current prices, 2005-15
Figure 18: Forecast of plus-size menswear at current and constant 2010 prices, 2010-15
Factors used in the forecast
BRAND COMMUNICATION AND PROMOTION
Key points
Figure 19: Expenditure on advertising, by non-standard size clothing specialists, 2005-10
Specialists spend again in 2009
Figure 20: Expenditure on advertising by non-standard size clothing specialists %, by media, 2005-10
Specialists rely on direct mail
Figure 21: Visitors to apparel websites, top 20 and plus-size specialists, July 2010
Internet browsing habits
RETAIL COMPETITOR ANALYSIS
Key points
Non-specialists
Specialists
Menswear
Figure 22: Leading clothing retailers, 2009-10
Figure 23: Leading non-specialist clothing retailers, 2009-10
Figure 24: Specialist plus, tall and petite clothing retailers and selected mail order operators, 2009-10
COMPANIES AND PRODUCTS
 LEADING SPECIALISTS
Ann Harvey
Figure 25: Profile of visitors to Annharveyfashion.co.uk, May 2010
Artigiano
Figure 26: Profile of visitors to Artigiano.co.uk, May 2010
Figure 27: Financials for Scala Collections, 2008-09
Elvi
Evans
Figure 28: Profile of visitors to Evans.co.uk, May 2010
Long Tall Sally
Figure 29: Profile of visitors to Longtallsally.com, May 2010
Figure 30: Financials for Long Tall Sally, 2008-09
N Brown
Figure 31: Profile of visitors to N Brown websites, by age, May 2010
Yours Clothing
Figure 32: Profile of visitors to Yoursclothing.co.uk, May 2010
Figure 33: Financials for Yours Clothing, 2008-09
CONSUMER – WHAT TYPES OF RETAILER THEY SHOP AT
Key points
Figure 34: Type of store where majority of clothes are bought by women, April 2010
Figure 35: Type of store where majority of clothes are bought by men, April 2010
Over half shop at mid-market retailers
Value retailers remain popular
Up-market stores draw more men
CONSUMER – WHAT CLOTHES SIZES ARE BOUGHT
Key points
 WOMEN
Figure 36: UK clothing sizes bought, by women, April 2010
Figure 37: UK clothing sizes bought, by women, April 2010
A quarter of women are plus-size
Tops and bottoms similar size
Age is the main factor
Social grade and income reflected in sizes
Figure 38: UK clothing sizes bought, by women, by age and socio-economic group, April 2010
 MEN
Figure 39: K clothing sizes bought, by men, April 2010
Figure 40: UK clothing sizes bought, by men, April 2010
One third of men are plus-size
Men’s size related to age
THE CONSUMER – WHO SHOPS WHERE BY SIZE
Key points
Figure 41: Brands or retailers where clothes are bought, by gender, April 2010
Value retailers lead the pack
Supermarkets show dedication to plus-sizes
Marks & Spencer popular among plus sizes
Department stores alienate largest sizes
Next fails to attract plus-sizes
Specialists mainly used by sizes 20+
 WHERE PLUS-SIZE WOMEN SHOP
Figure 42: Brands or retailers where clothes are bought, by UK women’s clothing sizes, April 2010
Size 20s prefer to shop at specialists
 WHERE PLUS-SIZE MEN SHOP
Figure 43: Brands or retailers where clothes are bought, by UK men’s clothing sizes, April 2010
XXL men prefer Marks & Spencer
THE CONSUMER – HOW THEY FEEL ABOUT SHOPPING FOR CLOTHES
Key points
Figure 44: Attitudes towards shopping for clothes, by gender, April 2010
Discontent over inconsistent clothes sizes
Figure 45: Attitudes towards shopping for clothes, by UK women’s clothing sizes, April 2010
Trying on to check for fit is key
Plus-sizes see less barriers to shopping online
Figure 46: Attitudes towards shopping for clothes, by UK men’s clothing sizes, April 2010
Lack of choice in a wide range of sizes
Women struggle to buy clothes that fit
Concerns with body shape
More popular sizes sell out
Plus-sizes less fashionable than standard ranges
Plus-size women forced to shop online
THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Key points
Figure 47: Attitudes towards shopping for clothes, April 2010
Women more body-conscious than men
Figure 48: Attitudes towards shopping for clothes, by UK women’s clothing sizes, April 2010
Use of larger models
Plus-size women want large mannequins
Women buy clothes to look slimmer
Alteration services may prove popular
Figure 49: Attitudes towards shopping for clothes, by UK men’s clothing sizes, April 2010
Little demand for separate areas for plus-sizes
Large women dislike asking for their size
TARGET GROUPS
Key points
 IDENTIFYING TARGETS
Figure 50: Marketing targets based on clothes size issues, April 2010
Unconcerned (45%)
Size Conscious (15%)
Little Interest (21%)
Image Conscious (19%)
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 51: Agreement with statements on personal appearance, by demographics, 2009
APPENDIX – CONSUMER – WHAT TYPES OF RETAILER THEY SHOP AT
Figure 52: Type of store where majority of clothes are bought, by demographics, April 2010
APPENDIX – CONSUMER – WHAT CLOTHES SIZES ARE BOUGHT
Figure 53: UK clothing sizes bought by women, by demographics, April 2010
Figure 54: UK clothing sizes bought by men, by demographics, April 2010
Figure 55: Next most popular UK clothing sizes bought by men, by demographics, April 2010
APPENDIX – THE CONSUMER – WHO SHOPS WHERE BY SIZE
Figure 56: Brands or retailers where clothes are bought, UK women’s clothing sizes 4-14, April 2010
Figure 57: Brands or retailers where clothes are bought, UK women’s clothing sizes 16+, April 2010
Figure 58: Brands or retailers where clothes are bought by UK men’s clothing sizes S-XL, April 2010
Figure 59: Brands or retailers where clothes are bought, by UK men’s clothing sizes XXL+, April 2010
Figure 60: Most popular brands or retailers from which clothes are bought, by demographics, April 2010
Figure 61: Next most popular brands or retailers from which clothes are bought, by demographics, April 2010
APPENDIX – THE CONSUMER – HOW THEY FEEL ABOUT SHOPPING FOR CLOTHES
Figure 62: Attitudes towards shopping for clothes, by UK women’s clothing sizes 4-14, April 2010
Figure 63: Attitudes towards shopping for clothes, by UK women’s clothing sizes 16+, April 2010
Figure 64: Attitudes towards shopping for clothes, by UK men’s clothing sizes S-XL, April 2010
Figure 65: Attitudes towards shopping for clothes, by UK men’s clothing sizes XXL+, April 2010
Figure 66: Attitudes towards shopping for clothes, by type of store where majority of clothes are bought, April 2010
Figure 67: Most popular attitudes towards shopping for clothes, by demographics, April 2010
Figure 68: Next most popular attitudes towards shopping for clothes, by demographics, April 2010
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Figure 69: Attitudes towards shopping for clothes, by UK women’s clothing sizes 4-14, April 2010
Figure 70: Attitudes towards shopping for clothes, by UK women’s clothing sizes16+, April 2010
Figure 71: Attitudes towards shopping for clothes, by UK men’s clothing size S-XL, April 2010
Figure 72: Attitudes towards shopping for clothes, by UK men’s clothing size XXL+, April 2010
Figure 73: Statements about buying clothes, by type of store where majority of clothes are bought, April 2010
Figure 74: Most popular statements about buying clothes, by demographics, April 2010
Figure 75: Next most popular statements about buying clothes, by demographics, April 2010
APPENDIX – TARGET GROUPS
Figure 76: Brands or retailers where clothes are bought, by target groups, April 2010
Figure 77: UK clothing sizes bought by women, by target groups, April 2010
Figure 78: UK clothing sizes bought by men, by target groups, April 2010
Figure 79: Attitudes towards shopping for clothes, by target groups, April 2010
Figure 80: Statements about buying clothes, by target groups, April 2010
Figure 81: Brands or retailers where clothes are bought, by target groups, April 2010
Figure 82: UK clothing sizes bought by women, by target groups, April 2010
Figure 83: UK clothing sizes bought by men, by target groups, April 2010
Figure 84: Attitudes towards shopping for clothes, by target groups, April 2010
Figure 85: Statements about buying clothes, by target groups, April 2010
Figure 86: Target groups, by demographics, April 2010