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Men's Fashion Lifestyles - UK - April 2011

INTRODUCTION
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best and worst case forecasts of UK sales of men’s outerwear, 2005-15
Signs of recovery
Value sales rise
Market factors
Figure 2: Proportion of obese population, by gender, 2005-50
Rise in older men will provide a challenge
Male obesity on the rise
Men become more stretched
The consumer
Figure 3: Outlets used to buy menswear in the last 12 months, February 2011
Supermarkets become first choice
Most men are seasonal shoppers
Figure 4: Frequency of buying clothes, February 2011
Young care most about dressing fashionably
Older men feel ignored by fashion retailers
Under-35s struggle to find retailers selling fashionable larger sizes
More invest in quality garments
Figure 5: Change in shopping for clothes in the last 12 months – men, 2010 and 2011
What we think
ISSUES IN THE MARKET
Is the menswear market showing signs of recovery?
What innovations are driving growth in the sector?
Is sizing an issue in the men’s clothing market?
Has the recession had an impact on men’s shopping habits?
How can retailers target growing numbers of older men?
FUTURE OPPORTUNITIES
Trend: Fit or Fat
Trend: Empowered Seniors
MARKET ENVIRONMENT
Key points
Male population trends
Figure 6: Trends in the age structure of the UK male population, 2005-15
25-34s to boost market
Rise in older men will provide a challenge
Declining under-25s may be problematic
ABs to boost menswear
Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
C1s cut back
C2s trade down
Male obesity on the rise
Figure 8: Proportion of obese population, by gender, 2005-50
A tough job market
Type of employment
Figure 9: Change in employment, by sector, 2005-10
Birth statistics
Figure 10: Child population and birth statistics, UK, 2005-15
Men become more stretched
Broadband penetration higher among men
Figure 11: Broadband penetration, by gender, age and socio-economic group, 2004-10
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Made to fit
Made to measure
Focus on heritage
Moving up
New menswear launches
Designer collaborations
Sports collaborations
MARKET SIZE AND FORECAST
Key points
Signs of recovery
Figure 12: UK sales of men’s outerwear, at current and constant prices, 2005-15
Value sales rise
The future
Figure 13: Best and worst case forecasts of UK sales of men’s outerwear, 2005-15
Forecast methodology
CONSUMER – ATTITUDES TOWARDS PERSONAL APPEARANCE, BY LIFESTAGE
Key points
The lifestages and their descriptions
Young and single men want to look good
Figure 14: Agreement with ‘I look after my appearance, my image’, by lifestage group, 2010 and 2011
Old men want to be fit, but don’t go to the gym
Figure 15: Agreement with ‘What I want most is to be fit and active’, by lifestage group, 2010 and 2011
Figure 16: Most likely to visit leisure centre/gym/health club in the last 12 months, by lifestage group, 2010 and 2011
Figure 17: Comparison between agreement with ‘I look after my appearance, my image’ and most likely to visit leisure centre/gym/health club in the last 12 months, by lifestage group, 2011
Men also worry about their figures
Figure 18: Most likely to be slimming in the last 12 months, by lifestage group, 2010 and 2011
Dressing well
Figure 19: Agreement with ‘It is important to me to look well dressed’, by lifestage group, 2010 and 2011
Young want to be sexy
Figure 20: Agreement with ‘It is important to me to be attractive to the opposite sex’, by lifestage group, 2010 and 2011
Style seekers
Figure 21: Agreement with ‘I have a very good sense of style’, by lifestage group, 2010 and 2011
Looking young
Figure 22: Agreement with ‘It is important to me to keep young looking’, by lifestage group, 2010 and 2011
MEN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES, BY LIFESTAGE
Key points
Figure 23: Trends in attitudes towards shopping and clothes, 2006-10
Comfort over style
Figure 24: Agreement with ‘I buy clothes for comfort, not for style’, by lifestage group, 2010 and 2011
Shopping enjoyment
Figure 25: Agreement with ‘I enjoy shopping for clothes’, by lifestage group, 2010 and 2011
Fashion-aware
Figure 26: Agreement with ‘I like to keep up with the latest fashions’, by lifestage group, 2010 and 2011
Standing out from the crowd
Figure 27: Agreement with ‘I like to stand out from the crowd’, by lifestage group, 2010 and 2011
Designed to impress
Figure 28: Agreement with ‘A designer label improves a person’s image’, by lifestage group, 2010 and 2011
Men are not big spenders
Figure 29: Agreement with ‘I spend a lot on clothes’, by lifestage group, 2010 and 2011
WHAT MEN BUY, BY LIFESTAGE
Key points
Purchases of menswear remain stable
Figure 30: Trends in outerwear bought in the last 12 months, 2007-10
Rise in purchases of jumpers and coats
Tailoring makes a comeback
What different lifestage groups buy
Figure 31: What men bought, by lifestage group, 2010
Figure 32: What men bought, by lifestage group, 2010 (contd)
Spend on menswear rises in 2010
Figure 33: Trends in average amount spent on men’s outerwear in the last 12 months, 2006-10
Suits get cheaper
MEN’S SPENDING PRIORITIES
Key points
Men see clothing as low priority
Figure 34: What extra money is spent on, by gender, February 2011
Clothes become less important
Figure 35: Trends in what extra money is spent on, November 2009-February 2011
CONSUMER – WHERE DO MEN BUY CLOTHES?
Key points
Figure 36: Outlets used to buy menswear in the last 12 months, February 2011
Figure 37: Outlets used to buy menswear in the last 12 months, February 2011
Supermarkets become first choice
Value retailers grow in popularity
Over-55s shop at M&S
Next
Young buy from fashion stores
Department stores draw range of shoppers
Under-25s shop at higher-priced retailers
Men buy underwear from same stores
Sports stores popular for footwear
CONSUMER – HOW OFTEN DO MEN BUY CLOTHES?
Key points
Figure 38: Frequency of buying clothes, February 2011
Figure 39: Frequency of buying clothes, February 2011
Most men are seasonal shoppers
16-24s are monthly shoppers
Single 25-34s shop weekly
Over 55s only shop occasionally
Men shop less frequently than women
CONSUMER – MEN’S ATTITUDES TOWARDS WHAT THEY WEAR
Key points
Figure 40: Statements on clothes, February 2011
Professional 25-34s opt for classic clothing
Young care most about dressing fashionably
Figure 41: Agreement with ‘I like to dress in a fashionable way’, by age, February 2011
ABs prefer quality clothes that last
Figure 42: Agreement with ‘I prefer good-quality clothing I can wear for years’, by age, February 2011
Mature men show less interest in fashion
Comfort over fashion
Most men care about how they look
Dressing their age
Figure 43: Agreement with ‘I dress in style suitable for my age’ and ‘I dress young for my age’, by age, February 2011
Young dads under pressure to update their look
CONSUMER – MEN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Key points
Figure 44: Attitudes towards buying clothes, February 2011
Young struggle to find retailers selling fashionable larger sizes
Figure 45: Agreement with ‘I struggle to find retailers that sell fashionable clothes for my size’ and ‘I struggle to find clothes that are fashionable and flatter my body shape’, by age, February 2011
Older men feel ignored by fashion retailers
Figure 46: Agreement with ‘I find that most advertising for clothes is not aimed at people of my age’ and ‘I think that most clothes stores target only young people’, by age, February 2011
Young most store-loyal
Young enjoy clothes shopping, while over-45s don’t
Figure 47: Agreement with ‘I enjoy shopping for clothes’, by age, February 2011
Wives buy their husbands’ clothes
Figure 48: Change in shopping for clothes in the last 12 months – men, 2010 and 2011
Rise in sale buying
Older men mainly buy for replacement
More invest in quality garments
45-54s like to compare prices before buying
Caution prevails
Gifting drops in popularity
TARGET GROUPS
Key points
Figure 49: Menswear target groups, February 2011
Fashion Dressers (18%)
Price Conscious (17%)
Store Loyal (26%)
Fashion Disinterested (39%)
APPENDIX – MARKET BACKGROUND
Figure 50: Trends in employment, by sector, 2005-10
APPENDIX: MARKET SIZE AND FORECAST
Figure 51: Best and worst case forecasts of UK sales of men’s outerwear, 2010-15
APPENDIX: CONSUMER – WHERE DO MEN BUY CLOTHES?
Figure 52: Most popular outlets used to buy clothes in the last 12 months, by demographics, February 2011
Figure 53: Next most popular outlets used to buy clothes in the last 12 months, by demographics, February 2011
Figure 54: Most popular outlets used to buy clothes in the last 12 months, by demographics, February 2011
Figure 55: Outlets used to buy underwear in the last 12 months, by demographics, February 2011
Figure 56: Most popular outlets used to buy footwear in the last 12 months, by demographics, February 2011
Figure 57: Next most popular outlets used to buy footwear in the last 12 months, by demographics, February 2011
APPENDIX: CONSUMER – HOW OFTEN DO MEN BUY CLOTHES?
Figure 58: Frequency of buying clothes, by demographics, February 2011
APPENDIX: CONSUMER – MEN’S ATTITUDES TOWARDS WHAT THEY WEAR
Figure 59: Agreement with the statement ‘I like to dress in classic clothing styles that won’t go out of fashion’, by demographics, February 2011
Figure 60: Agreement with the statement ‘I like to dress in a fashionable way’, by demographics, February 2011
Figure 61: Agreement with the statement ‘I dress in styles that I feel are suitable for my age’, by demographics, February 2011
Figure 62: Agreement with the statement ‘I prefer good-quality clothing I can wear for years’, by demographics, February 2011
Figure 63: Agreement with the statement ‘Clothes go out of fashion so quickly it’s not worth spending too much on them’, by demographics, February 2011
Figure 64: Agreement with the statement ‘I feel that fashion is just for people younger than myself’, by demographics, February 2011
Figure 65: Agreement with the statement ‘It is more important that my clothes are comfortable than the latest fashion’, by demographics, February 2011
Figure 66: Agreement with the statement ‘I’m not particularly interested in how I look in my clothes’, by demographics, February 2011
Figure 67: Agreement with the statement ‘I dress young for my age’, by demographics, February 2011
Figure 68: Agreement with the statement ‘I dress in a way that suits my age and figure regardless of what’s in fashion’, by demographics, February 2011
Figure 69: Agreement with the statement ‘I think the way I dress could do with updating’, by demographics, February 2011
APPENDIX: CONSUMER – ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Figure 70: Agreement with the statement ‘It’s difficult to find retailers that sell fashionable clothes for my age’, by demographics, February 2011
Figure 71: Agreement with the statement ‘I struggle to find retailers that sell fashionable clothes for my size’, by demographics, February 2011
Figure 72: Agreement with the statement ‘I think that most clothes stores target only young people’, by demographics, February 2011
Figure 73: Agreement with the statement ‘I struggle to find clothes that are both fashionable and flatter my body shape’, by demographics, February 2011
Figure 74: Agreement with the statement ‘I enjoy shopping for clothes’, by demographics, February 2011
Figure 75: Agreement with the statement ‘My wife/husband/partner usually buys my clothes for me’, by demographics, February 2011
Figure 76: Agreement with the statement ‘I always buy clothes from the same retailers’, by demographics, February 2011
Figure 77: Agreement with the statement ‘It’s difficult to find retailers that sell value ranges that are suitable for my age’, by demographics, February 2011
Figure 78: Agreement with the statement ‘I find that most advertising for clothes is not aimed at people of my age’, by demographics, February 2011
Figure 79: Agreement with the statement ‘I dislike trying on clothes in the shop’, by demographics, February 2011
Figure 80: Most popular statements on buying clothes, by demographics, February 2011
Figure 81: Next most popular statements on buying clothes, by demographics, February 2011
APPENDIX – TARGET GROUPS
Figure 82: Outlets used to buy menswear in the last 12 months, by target groups, February 2011
Figure 83: Frequency of buying clothes, by target groups, February 2011
Figure 84: Statements on clothes, by target groups, February 2011
Figure 85: Attitudes towards buying clothes, by target groups, February 2011
Figure 86: Statements on buying clothes, by target groups, February 2011

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