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Fashion - Size Matters - UK - July 2011

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Plus-size women’s clothing outperforming womenswear market
Figure 1: Best and worst case forecast value sales of plus-size womenswear, 2006-16
Larger menswear growing in line with the market
Figure 2: Best and worst case forecast value sales of plus-size menswear, 2006-16
Value of petite market hits £2.0 billion
Market factors
Ageing population to boost plus-size market
Changing body sizes
Larger consumers do not enjoy shopping
The consumer
Nearly a fifth of consumers are plus-size
Size trends
Figure 3: Clothes sizes bought by women, 2006, 2008 and 2011
Figure 4: Clothes sizes bought by men, 2006, 2008 and 2011
Plus-size population concentrated in the over-55s
Figure 5: Estimates of plus-size UK population, by age group, 2011 and 2016
Supermarkets top choice for plus-sizes
Figure 6: Retailers from where people buy clothes in-store, by gender and size, April 2011.
Bigger sizes marginalised by fashion retailers
Larger women turn to specialists
Figure 7: Attitudes towards shopping for clothes, by gender and size, April 2011
Size inconsistency causes frustration
Plus-size women lack choice
The minority have ease getting the right fit
Fit is the major barrier to shopping online
Figure 8: Attitudes towards shopping for clothes, by gender and size, April 2011
Women are more body-conscious than men
Plus-size women in favour of larger models and mannequins
Only petite women interested in size division in-store
Have attitudes changed?
Figure 9: Attitudes towards shopping for clothes, April 2011 and April 2010
What we think?
ISSUES IN THE MARKET
What is driving growth in the plus-size clothing market?
Who is innovating in the plus-size market?
Have plus-size consumers’ views of the high street changed?
Should society be catering for or preventing plus-sizes?
How do consumers feel about sizing and fit?
How can retailers make finding the right fit easier?
FUTURE OPPORTUNITIES
Trend: Make it Mine
Trend: Life Hacking
INTERNAL MARKET ENVIRONMENT
Key points
Overweight and obesity prevalent in the UK
Figure 10: Percentage of overweight and obese adults, in England by BMI, 2004-09
Figure 11: Percentage of adults who are overweight and obese in England, by gender, 1993-2009
Figure 12: Proportion of obese population, by gender, 2005-50
Highest rates of obesity within the 45-74 age group
Figure 13: Percentage of adult population, in England with BMI of over 30, by age group, 2000, 2004 and 2009
Childhood obesity undesirably high
Figure 14: Children’s overweight and obesity prevalence, 2004-09
Two in five women trying to lose weight
Figure 15: Adults agreeing that ‘Most of the time I am trying to lose weight’, 2010
Larger sizes choose comfort over style
Plus-sizes spend less on clothes
Figure 16: Attitudes towards clothes shopping, 2010
BROADER MARKET ENVIRONMENT
Key points
Ageing population to benefit market
Figure 17: Trends in the age structure of the UK population, 2006-16
Socio-economic shifts present opportunities
Figure 18: Trends in the socio-economic structure of the UK population, 2006-16
Tough trading conditions but light at the end of the tunnel
Figure 19: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
The macro-economic outlook remains fragile
Figure 20: Trends in GDP quarterly percentage change, Q1 2004-Q1 2011
Caution prevails
Figure 21: Trends in consumer confidence, January 2008-April 2011
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Retailers target the more mature shopper
Young plus-size fashion
Shape issues
Shift towards ‘real’ models
Innovative technology to improve fit
COMPETITIVE CONTEXT
Key points
Plus-size womenswear outperforms
Figure 22: Value sales of plus size womenswear, compared with all womenswear, at current prices, 2006-11
Steady growth in larger menswear
Figure 23: Retail value sales of plus size menswear, compared with all menswear at current prices, 2006-11
Online clothing market key for plus-sizes
Figure 24: Value sales of online clothing and footwear, compared with over-55s clothing, at current prices, 2006-11
Three in ten over-55 women are plus-size
MARKET SIZE AND FORECAST
Key points
 MARKET SEGMENTATION
Impressive growth of plus-size womenswear market
Figure 25: Value sales of plus-size womenswear, at current and constant prices, 2006-16
Value of petite market reaches £2.0 billion
Figure 26: Value sales of petite womenswear, at current and constant prices, 2006-16
Plus-size menswear shows stable growth
Figure 27: Value sales of plus size menswear, at current and constant prices, 2006-16
The future
Larger womenswear forecast to grow by 43%
Figure 28: Best and worst case forecast value sales of plus-size womenswear, 2006-16
Menswear market to grow by 13%
Figure 29: Best and worst case forecast sales of plus-size menswear, 2006-16
Petite market shows robust growth
Figure 30: Best and worst case forecast value sales of petite womenswear, 2006-16
Factors used in the forecast
RETAIL COMPETITOR ANALYSIS
Key points
Womenswear non-specialists
Menswear non-specialists
Specialists
Figure 31: Leading clothing retailers, 2009/10
Figure 32: Leading non-specialist clothing retailers, 2009/10
Figure 33: Specialist plus, tall and petite clothing retailers and selected mail order operators, 2009/10
COMPANIES AND PRODUCTS
Ann Harvey
Figure 34: Financial performance of the Alexon Group, 2009-10
Artigiano
Elvi
Evans
Figure 35: Financial performance of the Arcadia Group, 2009-10
Long Tall Sally
Figure 36: Financial performance of Long Tall Sally, 2009-10
N Brown Group
Figure 37: Financial performance of N Brown Group Plc, 2009-10
Shop Direct
Figure 38: Financial performance of Shop Direct Ltd, 2009-10
Yours
Figure 39: Financial performance of Size Up Clothing Stores Ltd, 2009-10
BRAND COMMUNICATION AND PROMOTION
Key points
Figure 40: Expenditure on advertising, by non-standard size clothing specialists, 2006-10
Slight fall in adspend in 2010
Figure 41: Expenditure on advertising by non-standard size clothing specialists % share by media type, 2006-10
Direct mail tops specialists’ adspend
THE CONSUMER – WHICH CLOTHES SIZES ARE BOUGHT?
Key points
Women
Figure 42: UK clothing sizes bought by women, April 2011
Nearly one in five women wear plus-size
A quarter of women are petite
Age is the dominant factor
Figure 43: UK clothing sizes bought by women, by age, April 2011
C2DE females wear bigger sizes
Figure 44: UK clothing sizes bought by women, by socio-economic group, April 2010
Men
Figure 45: UK clothing sizes bought, by men, April 2011
One fifth of men are plus-size
Men’s size related to age
Figure 46: UK clothing sizes bought by men, April 2011
AB men most likely to be plus-size
Figure 47: UK clothing sizes bought by men, by age and socio-economic group, April 2011
THE CONSUMER – WHO SHOPS WHERE, BY SIZE
Key points
Figure 48: Retailers where people buy clothes in-store, April 2011
Figure 49: Retailers where people buy clothes online, April 2011
Value retailers at the top
Supermarkets are the first choice for plus-sizes
Marks & Spencer attracts larger sizes
Department stores overlook plus-size women
Next fails to attract larger shoppers
Fashion retailers alienate plus-sizes
Specialists appeal to size 20+ shoppers
Where plus-size women shop
Figure 50: In-store retailers where people buy clothes, by size, April 2011
Size 18 and size 20+ women shop differently
Where plus-size men shop
Figure 51: In-store retailers where people buy clothes, by size, April 2011
Most XXL men shop at Marks & Spencer or supermarkets
THE CONSUMER – HOW THEY FEEL ABOUT SHOPPING FOR CLOTHES
Key points
Figure 52: Feelings towards shopping for clothes, April 2011
Discontent over inconsistent sizes prevails
Figure 53: Feelings towards shopping for clothes, by UK women’s clothing sizes, April 2011
Plus-sizes avoid fitting rooms
Figure 54: Agreement that ‘I prefer to try on clothes to check that it fits before buying it’, by UK women’s clothing sizes, April 2011
Limited choice for bigger sizes
Challenging for women to find clothes that fit
Figure 55: Feelings towards shopping for clothes, by UK men’s clothing sizes, April 2011
Smallest dress sizes sell out
Few shops offer fashionable plus-size clothing
Female body shape concerns increase with size
Figure 56: Feelings towards shopping for clothes, by UK women’s clothing sizes, April 2011
Plus-sizes most confident online shoppers
Greater choice online for bigger sizes
Figure 57: feelings towards shopping for clothes online, by UK women’s clothing sizes, April 2011
THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Key points
Figure 58: Attitudes towards shopping for clothes, April 2011
Size influences fashion choices
Figure 59: Attitudes towards shopping for clothes, by UK women’s clothing sizes, April 2011
Larger shoppers want larger models
Plus-size women in favour of larger mannequins
Figure 60: Attitudes towards shopping for clothes, by UK women’s clothing sizes, April 2011
Size 14+ women opt for slimming clothes
Half of petite women need alterations
Petites interested in separate shopping areas, but not plus-sizes
Size 18+ women dislike asking for their size
Half of plus-size women believe they pay more
TARGET GROUPS
Key points
Figure 61: marketing targets based on clothes size issues, April 2011
Little Interest (38%)
Size Conscious (17%)
Moderate Concern (21%)
Image Conscious (25%)
Figure 62: Marketing targets based on clothes size issues, by gender, April 2011
Figure 63: Attitudes towards shopping for clothes, by target group, April 2011
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 64: Agreement with statements on personal appearance, by demographics, 2010
APPENDIX – CONSUMER – WHICH CLOTHES SIZES ARE BOUGHT?
Figure 65: Most popular UK clothing sizes bought by women, by demographics, April 2011
Figure 66: Next most popular UK clothing sizes bought by women, by demographics, April 2011
Figure 67: UK clothing sizes bought by men, by demographics, April 2011
APPENDIX – THE CONSUMER – WHO SHOPS WHERE, BY SIZE
Figure 68: Retailers where women buy clothes, by UK clothing sizes bought by women, April 2011
Figure 69: Retailers where women buy clothes, by UK clothing sizes bought by women, April 2011
Figure 70: Retailers where men buy clothes, by UK clothing sizes bought by men, April 2011
Figure 71: Retailers where men buy clothes, by UK clothing sizes bought by men, April 2011
Figure 72: Most popular in-store retailers where women buy clothes, by demographics, April 2011
Figure 73: Next most popular in-store retailers where women buy clothes, by demographics, April 2011
Figure 74: Most popular online retailers where women buy clothes, by demographics, April 2011
Figure 75: Next most popular online retailers where women buy clothes, by demographics, April 2011
Figure 76: Most popular in-store retailers where men buy clothes, by demographics, April 2011
Figure 77: Next most popular in-store retailers where men buy clothes, by demographics, April 2011
Figure 78: Other in-store retailers where men buy clothes, by demographics, April 2011
Figure 79: Online retailers where men buy clothes, by demographics, April 2011
APPENDIX – THE CONSUMER – HOW THEY FEEL ABOUT SHOPPING FOR CLOTHES
Figure 80: Attitudes towards shopping for clothes, by most popular UK clothing sizes bought, by women, April 2011
Figure 81: Attitudes towards shopping for clothes, by next most popular UK clothing sizes bought, by women, April 2011
Figure 82: Attitudes towards shopping for clothes, by UK clothing sizes bought by men, April 2011
Figure 83: Most popular attitudes towards shopping for clothes, by demographics, April 2011
Figure 84: Next most popular attitudes towards shopping for clothes, by demographics, April 2011
Figure 85: Other attitudes towards shopping for clothes, by demographics, April 2011
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Figure 86: Attitudes towards buying clothes, by most popular UK clothing sizes bought by women, April 2011
Figure 87: Attitudes towards buying clothes, by next most popular UK clothing sizes bought by women, April 2011
Figure 88: Attitudes towards buying clothes, by UK clothing sizes bought by men, April 2011
Figure 89: Most popular attitudes towards buying clothes, by demographics, April 2011
Figure 90: Next most popular attitudes towards buying clothes, by demographics, April 2011
APPENDIX – TARGET GROUPS
Figure 91: Retailers where people buy clothes, by target groups, April 2011
Figure 92: UK clothing sizes bought by women, by target groups, April 2011
Figure 93: UK clothing sizes bought by men, by target groups, April 2011
Figure 94: Attitudes towards shopping for clothes, by target groups, April 2011
Figure 95: Attitudes towards buying clothes, by target groups, April 2011

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