Author: Mintel Group Ltd.
Last saved by: HTTP server

Clothing Retailing - Europe - October 2015

INTRODUCTION AND REPORT SCOPE – EUROPE
Country and company coverage
Consumer research coverage
Definitions
Retail sector definitions
Consumer spending definitions
Financial definitions
Currencies
Sales tax rates
Figure 1: VAT rates, 2010-14
Abbreviations
EXECUTIVE SUMMARY – EUROPE – THE MARKET
Key points
Clothing market
UK and Germany the largest markets
Figure 2: Europe – 19 countries: Consumer spending on clothing (incl sales tax), by country, 2010-14
Poland the fastest growing
Figure 3: Europe – 19 countries: Consumer spending on clothing (incl. sales tax), by country, compound annual growth rates, 2010-14
Norway spends the most per capita
Figure 4: Europe – 19 countries: Per capita spending on clothing (incl sales tax), by country, 2014
UK to grow fastest in 2015
Figure 5: Europe – Top 5 countries: Consumer spending on clothing, estimated growth rates by country, 2014-15
Online clothing and footwear market
Online sales
Figure 6: Europe – Top 5 countries: Estimated online sales of clothing and footwear, 2014
Major online-only retailers
Figure 7: Europe: Leading online-only fashion retailers’ revenues, 2012-14
Clothing and footwear specialists
Figure 8: Europe – 26 countries: Clothing and footwear specialists’ sales (excl. sales tax), 2014
Figure 9: Europe: Clothing and footwear specialists’ sales per capita (excl. sales tax), 2014
Figure 10: Europe: Clothing and footwear specialists’ sales forecasts (excl. sales tax), 2015-20
Figure 11: Europe: Clothing and footwear specialists’ forecast sales, compound annual growth rate, 2015-20
Europe’s leading clothing specialists
Figure 12: Europe: Leading clothing specialists’ net revenues, 2010-14
Figure 13: Europe: Leading clothing specialists’ store numbers, 2010-14
EXECUTIVE SUMMARY – EUROPE – THE CONSUMER
Key points
The research
UK research
Attitudes to clothing size and fit
Figure 14: Europe: Attitudes to clothing size and fit, August 2015
Interest in sizing and fitting services
Figure 15: Europe: Interest in sizing and fitting services, August 2015
Returns
Figure 16: Europe: Those who have returned goods bought online, August 2015
Reasons for returns
Figure 17: Europe: Reasons for returns, August 2015
EXECUTIVE SUMMARY – EUROPE – INNOVATIONS
Zalando adds the expert touch
Figure 18: A Zalon outfit box, picked by a fashion advisor and sent in the post
Auchan pilots tailor-made concept
Wehkamp offers online styling advice
New online clothing retailer launches for men
Encouraging responsible clothing purchasing
H&M helps to close the loop
Figure 19: A denim jacket made using 78% organic cotton and 20% recycled cotton
FRANCE
 EXECUTIVE SUMMARY
Spending and inflation
Figure 20: France: Harmonised indices of consumer prices for clothing and footwear – Annual % change, 2011-July 2015
Figure 21: France: Consumer spending on clothing (incl. VAT), 2011-15 (f)
Channels of distribution
Sector size and forecast
Leading clothing specialists
Figure 22: France: Leading clothing specialists, market shares, 2014
Online
The consumer: Attitudes to clothing size and fit
Figure 23: France: Attitudes to Clothing size and fit, August 2015
The consumer: Interest in sizing and fitting services
Figure 24: France: Interest in clothing size and fitting services, August 2015
The consumer: Reasons for returns
Figure 25: France: Those who have returned goods bought online, August 2015
What we think
 ISSUES AND INSIGHTS
Winners and losers and the keys to success
The facts
The implications
The big issue of returns for retailers selling online
The facts
The implications
 SPENDING AND INFLATION
Key points
Economy and consumer confidence
Figure 26: France: Consumer and retailer confidence levels, January 2014 – August 2015
Inflation
Figure 27: France: Harmonised indices of consumer prices for clothing and footwear – Annual % change, 2010-14
Figure 28: France: Harmonised indices of consumer prices for clothing and footwear – Annual % change, Jan 2014-July 2015
Consumer spending on clothing
Figure 29: France: Consumer spending (incl. VAT), 2011-15
 CHANNELS OF DISTRIBUTION
Key points
Figure 30: France: Estimated channels of distribution for clothing and footwear, 2014
 RETAIL SECTOR SIZE AND FORECAST
Key points
Figure 31: France: Clothing retailers’ sales (incl. VAT), 2011-15
Figure 32: France: Clothing retailers’ sales as % of all retail sales, 2010-15
Figure 33: France: Forecast clothing retailers’ sales, 2015-20
 ONLINE
Key points
The online shopper
Figure 34: Europe: % of individuals who have bought clothing or sports goods online in the last year, 2014
Figure 35: France: % of individuals who have bought clothing or sports goods online in the last year, 2010-14
Online spending on clothing
Figure 36: France: Products and services bought online, 2013-14
Online clothing retailers
Figure 37: France: Where people shopped for clothing in the last 12 months, August 2014
Figure 38: France: Major online retailers of clothing, 2015
Figure 39: France: Leading retail websites selling clothing, by visitor numbers, September 2014
 LEADING CLOTHING SPECIALISTS
Key points
Figure 40: France: Leading online retailers, by sales (excl. VAT), 2011-14
Figure 41: France: Leading online retailers, outlet numbers, 2011-14
Figure 42: France: Leading online retailers, sales per outlet, 2012-14
 LEADING CLOTHING SPECIALIST – MARKET SHARES
Figure 43: France: Leading clothing specialists, market shares, 2011-14
 THE CONSUMER: ATTITUDES TO CLOTHING SIZE AND FIT
Key points
Figure 44: France: Attitudes to clothing size and fit, August 2015
Differences by gender
Figure 45: France: Attitudes to clothing size and fit, by gender, August 2015
Differences by age
Figure 46: France: Attitudes to clothing size and fit, by age, August 2015
 THE CONSUMER: INTEREST IN SIZING AND FITTING SERVICES
Key points
Sizing a big issue
Lots of interest in technological fitting services
Customisation an opportunity
Figure 47: France: Interest in clothing size and fitting services, August 2015
Figure 48: France: Interest in clothing size and fitting services, by gender, August 2015
Figure 49: France: Interest in clothing size and fitting services, by age, August 2015
 THE CONSUMER: REASONS FOR RETURNS
Key points
Returns an issue for online retailers
Figure 50: France: Those who have returned goods bought online, August 2015
Figure 51: France: Reasons for returning goods bought online, August 2015
Figure 52: France: Reasons for returning goods bought online, by gender, August 2015
GERMANY
 EXECUTIVE SUMMARY
Spending and inflation
Figure 53: Germany: Harmonised indices of consumer prices for clothing and footwear – Annual % change, 2011-July 2015
Figure 54: Germany: Consumer spending on clothing and footwear (incl. VAT), 2011-15
Sector size and forecast
Channels of distribution
Leading clothing specialists
Online
The consumer: Attitudes to clothing size and fit
Figure 55: Germany: Attitudes to clothing size and fit, August 2015
The consumer: Interest in sizing and fitting services
Figure 56: Germany: Interest in clothing size and fitting services (%), August 2015
The consumer: Reasons for returns
Figure 57: Germany: Those who have returned goods bought online, August 2015
What we think
 ISSUES AND INSIGHTS
Giving consumers the confidence to spend more
The facts
The implications
Inaccurate descriptions causing high level of returns
The facts
The implications
 SPENDING AND INFLATION
Key points
Economy and consumer confidence
Figure 58: Germany: Consumer and retailer confidence levels, January 2014-August 2015
Inflation
Figure 59: Germany: Harmonised indices of consumer prices for clothing and footwear – Annual % change, 2010-14
Figure 60: Germany: Harmonised indices of consumer prices for clothing and footwear – Annual % change, Jan 2014-Aug 2015
Consumer spending on clothing
Figure 61: Germany: Consumer spending (incl. VAT), 2011-15
 CHANNELS OF DISTRIBUTION
Key points
Figure 62: Germany: Estimated distribution of consumer spending on clothing and footwear by value in % terms, 2014
 RETAIL SECTOR SIZE AND FORECAST
Key points
Specialists lose market share
Figure 63: Germany: Clothing specialists sales (excl. VAT), 2010-15
Figure 64: Germany: Clothing specialists sales (excl. VAT), 2015-20
 ONLINE
Key points
The online shopper
Figure 65: Europe: Proportion of people saying they have bought clothing or sports goods online in the last year, 2014
Figure 66: Germany: % of all individuals who have bought online in the last year, clothing/sportswear and all items, 2010-14
Online spending on clothing
Online clothing retailers
Figure 67: Germany: Leading clothing retailers’ online sales (excl. VAT), 2012-14
 LEADING CLOTHING SPECIALISTS
Key points
Figure 68: Germany: Leading clothing specialists, sales (excl vat), 2012-14
Figure 69: Germany: Leading clothing specialists, outlet numbers, 2012-14
Figure 70: Germany: Leading clothing specialists, annual sales per outlet, 2012-14
 LEADING CLOTHING SPECIALIST – MARKET SHARES
Figure 71: Germany: Leading specialist retailers’ shares of spending on clothing and footwear, 2012-14
 THE CONSUMER: ATTITUDES TO CLOTHING SIZE AND FIT
Key points
Consumers lack confidence
Figure 72: Germany: Attitudes to clothing size and fit, August 2015
Women are more willing to spend more to get the right fit
Figure 73: Germany: Attitudes to clothing size and fit, by gender, August 2015
 THE CONSUMER: INTEREST IN SIZING AND FITTING SERVICES
Key points
Three-quarters of consumers want standardised sizing
Lack of enthusiasm for digital solutions
Two-thirds want a wider range of sizes
The young want to personalise
Figure 74: Germany: Interest in sizing and fitting services, August 2015
 THE CONSUMER: REASONS FOR RETURNS
Over one-third have returned items bought online
Figure 75: Germany: Those who have returned goods bought online, August 2015
Poor fit the main reason for returns
Figure 76: Germany: Reasons for returns, August 2015
Poor descriptions also causing returns
Figure 77: Germany: Reasons for returns, by gender, August 2015
ITALY
 EXECUTIVE SUMMARY
Spending and Inflation
Figure 78: Italy: Harmonised indices of consumer prices for clothing and footwear – Annual % change, Jan 2014-July 2015
Figure 79: Italy: Consumer spending on clothing (incl. VAT), 2011-15 (f)
Sector size and forecast
Channels of distribution
Leading clothing specialists
Online
The consumer: Attitudes to clothing size and fit
Figure 80: Italy: Attitudes towards clothing size and fit, August 2015
The consumer: Interest in sizing and fitting services
Figure 81: Italy: Interest in clothing size and fitting services, August 2015
The consumer: Reasons for returns
What we think
 ISSUES AND INSIGHTS
Slow to take up e-commerce, but open to new technologies
The facts
The implications
Keen to dress well, but unsure how best to do so
The facts
The implications
 SPENDING AND INFLATION
Key points
Economy and consumer confidence
Figure 82: Italy: Consumer and retailer confidence levels, January 2014-August 2015
Inflation
Figure 83: Italy: Harmonised indices of consumer prices for clothing and footwear – Annual % change, 2010-14
Figure 84: Italy: Harmonised indices of consumer prices for clothing and footwear – Annual % change, Jan 2014-July 2015
Consumer spending on clothing
Figure 85: Italy: Consumer spending (incl. VAT), 2010-15
Figure 86: Italy: Consumer spending on clothing (incl. VAT), 2011-15
 CHANNELS OF DISTRIBUTION
Key points
Figure 87: Italy: Clothing – Channels of distribution, 2014 (est)
 RETAIL SECTOR SIZE AND FORECAST
Key points
Figure 88: Italy: Clothing retailers’ sales (excl. VAT), 2010-15
Figure 89: Italy: Clothing, footwear and textiles specialists as share of all retail sales, 2010-15
Figure 90: Italy: Forecast clothing retailers’ sales (excl. VAT), 2015-20
 ONLINE
Key points
The online shopper
Figure 91: Europe: Percentage of all individuals who have bought clothing or sports goods online in the last year, 2014
Figure 92: Italy: Percentage of all individuals saying they have bought clothing or sports goods online in the last year, 2010-14
Online spending on clothing
Online clothing retailers
Figure 93: Italy: Clothing retailers purchased from in the last 12 months, in-store versus online, August 2014
Figure 94: Italy: Major online retailers of clothing, 2015
 LEADING CLOTHING SPECIALISTS
Key points
OVS expands and grows sales
Benetton looks to its home market
Bernardi being dismantled
Figure 95: Italy: Leading clothing specialistsby sales (excl. VAT), 2012-14
Figure 96: Italy: Leading clothing specialists, outlet numbers, 2012-14
Figure 97: Italy: Leading clothing specialists, sales per outlet, 2012-14
 LEADING CLOTHING SPECIALIST – MARKET SHARES
Figure 98: Italy: Leading clothing specialists, market shares, 2012-14
 THE CONSUMER: ATTITUDES TOWARDS CLOTHING SIZE AND FIT
Key points
Consumers often need to alter clothes
Approaching two-thirds recognise the value of good fit
Figure 99: Italy: Attitudes towards clothing size and fit, August 2015
Figure 100: Italy: Attitudes towards clothing size and fit, by gender, August 2015
 THE CONSUMER: INTEREST IN SIZING AND FITTING SERVICES
Key points
Over two-thirds want standardised sizing
Digital solutions to sizing problems
Figure 101: Italy: Interest in clothing size and fitting services, August 2015
 THE CONSUMER: REASONS FOR RETURNS
Key points
Figure 102: Italy: Those who have returned goods bought online, August 2015
Wrong size is reason for half of returns
Figure 103: Italy: Reasons for returning goods bought online, August 2015
Figure 104: Italy: Reasons for returning goods bought online, August 2015
SPAIN
 EXECUTIVE SUMMARY
Spending and Inflation
Figure 105: Spain: Consumer spending on clothing (incl VAT), 2011-15
Sector size and forecast
Channels of distribution
Leading clothing specialists
Online
The consumer: Attitudes to clothing size and fit
Figure 106: Spain: Attitudes to clothing size and fit, August 2015
The consumer: Interest in sizing and fitting services
Figure 107: Spain: Interest in clothing size and fitting services, August 2015
The consumer: Reasons for returns
What we think
 ISSUES AND INSIGHTS
Winners and losers in a changing retail climate
The facts
The implications
How can retailers support and guide customers in their choices?
The facts
The implications
 SPENDING AND INFLATION
Key points
Economy and consumer confidence
Figure 108: Spain: Consumer and retailer confidence levels, January 2014-July 2015
Inflation
Figure 109: Spain: Harmonised indices of consumer prices for clothing and footwear – Annual % change, 2011-July 2015
Figure 110: Spain: Harmonised indices of consumer prices – Annual % change, 2010-14
Consumer spending on clothing and footwear
Figure 111: Spain: Consumer spending on clothing and footwear (incl VAT), 2011-15
 CHANNELS OF DISTRIBUTION
Key points
Figure 112: Spain: Distribution of consumer spending on clothing, 2014
 RETAIL SECTOR SIZE AND FORECAST
Key points
Figure 113: Spain: Retail sales (excl vat), 2010-15
Figure 114: Spain: Retail sales forecasts (excl vat), 2015-20
Figure 115: Spain: Clothing sector sales as a proportion of all spending on clothing and footwear, 2011-15
Retail enterprises
Figure 116: Spain: Number of retail enterprises, 2009-13
 ONLINE
Key points
The online shopper
Figure 117: Europe: Percentage of all individuals who have bought clothing or sports goods online in the past 12 months, 2014
Figure 118: Spain: Percentage of all individuals who have bought online and bought clothing/sports goods online in the past 12 months, 2010-14
Online spending
Online retailers of clothing
Figure 119: Spain: Where consumers had purchased clothing in the last 12 months, August 2014
Figure 120: Spain: Leading online retailers, estimated online sales of clothing and footwear, 2012-14
 LEADING CLOTHING SPECIALISTS
Key points
Sales
Figure 121: Spain: Leading clothing specialists, sales (excl vat), 2011-14
Outlets
Figure 122: Spain: Leading clothing specialists, outlet numbers, 2011-14
Sales per outlet
Figure 123: Spain: Leading clothing specialists, sales per outlet 2011-14
 LEADING CLOTHING SPECIALISTS – MARKET SHARES
Figure 124: Spain: Leading clothing specialists, market shares, 2011-14
 THE CONSUMER: ATTITUDES TO CLOTHING SIZE AND FIT
Key points
Margin opportunities
Finding the right fit
Figure 125: Spain: Attitudes to clothing size and fit, August 2015
Gender differences
Figure 126: Spain: Attitudes to clothing size and fit, by gender, August 2015
 THE CONSUMER: INTEREST IN SIZING AND FITTING SERVICES
Key points
Huge interest in sizing and fitting services
Offering more certainty around sizing
Gap in the market
Guiding choices based on body shape
Make it mine by personalisation
Figure 127: Spain: Interest in clothing size and fitting services, August 2015
Demographic breaks
 THE CONSUMER: REASONS FOR RETURNS
Key points
One in four have returned goods
Figure 128: Spain: Those who have returned goods bought online, August 2015
Accentuate the negative to build trust
Figure 129: Spain: Reasons for returning goods bought online, August 2015
Gender differences
Figure 130: Spain: Reasons for returning goods bought online, by gender, August 2015
UK
 OVERVIEW
What you need to know
Products covered in this report
 EXECUTIVE SUMMARY
Clothing sales to see slower growth of 4% in 2015
Figure 131: Best- and worst-case forecast for consumer spending on clothing and accessories (incl. VAT), 2010-20
Pureplays and sports retailers gain share
Figure 132: Estimated distribution of consumer spending on clothing, by value, 2014 and 2015 (est)
Online clothing market to reach £10.7 billion
Figure 133: Online as a percentage of total spending on clothing and accessories, 2013-15
Next viewed as the most stylish brand
Figure 134: Attitudes towards and usage of selected retail brands, August 2015
Older women shop more online
Figure 135: Retailers from which clothes are bought in-store and online, July 2015
Dissatisfaction with availability of sizes
Figure 136: Level of satisfaction with last retailer from which clothes were purchased for themselves, July 2015
Half of women under 45 struggle with fit
Figure 137: Shopping behaviour when buying clothes, July 2015
High demand for standardising sizes
Figure 138: Attitudes towards shopping for clothes, July 2015
Over half of young women have returned online purchases
Figure 139: Reasons for returning clothes purchased online, July 2015
What we think
 ISSUES AND INSIGHTS
How has the clothing sector performed in 2015?
The facts
The implications
Who are the winners and losers in clothing?
The facts
The implications
What are retailers doing to help solve the problem of the high level of returns for clothing bought online?
The facts
The implications
 THE MARKET – WHAT YOU NEED TO KNOW
Clothing price deflation
Ageing population presents an opportunity
Clothing sales to see slower growth of 4% in 2015
Consumers cut back on clothing as share of total spend
Menswear still only accounts for 26% of the total market
Specialists’ share of clothing spend in decline
 MARKET DRIVERS
Prices and costs
Figure 140: Consumer prices inflation for garments, July 2014-July 2015
Figure 141: Consumer prices inflation for garments, 2005-14
Figure 142: Consumer prices inflation for accessories and footwear, July 2014-July 2015
Inflation versus spending growth
Figure 143: Annual percentage change in spending on clothing (including accessories) versus annual percentage change in consumer prices inflation in clothing, 2011-14
Obesity levels
Figure 144: Proportion of overweight and obese population, by gender, 2005-13
Ageing population presents an opportunity
Figure 145: Trends in the age structure of the UK population, 2009-19
 MARKET SIZE AND FORECAST
Clothing sales to see slower growth of 4% in 2015
Figure 146: Best- and worst-case forecast for consumer spending on clothing and accessories (incl. VAT), 2010-20
The future
Figure 147: Consumer spending on clothing and accessories (incl. VAT), at current prices, 2010-20
Consumers cut back on clothing as share of total spend
Figure 148: Spending on clothing and accessories as percentage of all consumer spending, 2010-15
Menswear growing but still only accounts for 26% of the total market
Figure 149: Estimated distribution of spending on clothing, by sub-category, 2015 (est)
 SECTOR SIZE AND FORECAST
Clothing specialist sales to grow 3.3% in 2015
Figure 150: Best- and worst-case forecast of clothing specialists’ sector sales (incl. VAT), 2010-20
Figure 151: Clothing specialist sales (incl. VAT), 2010-20
Specialists’ sales of clothing
Figure 152: Estimated sales of clothing by clothing specialist retailers (incl. VAT), 2010-15
Specialists’ share of clothing spend in decline
Figure 153: Clothing specialists’ estimated share of spending on clothing, 2010-15
 KEY PLAYERS – WHAT YOU NEED TO KNOW
M&S lead under threat
Young fashion retailers outperform mid-market
Primark overtakes Arcadia to become third largest
Sports Direct is the leading non-specialist
Supermarkets see slower sales
Online clothing market to reach £10.7 billion
Next seen as most stylish brand
 LEADING SPECIALIST RETAILERS
Sales – Primark overtakes Arcadia
Figure 154: Leading specialist retailers, net revenues, 2010-14
Young fashion retailers outperform
Figure 155: Leading 20 specialist retailers, compound annual growth in revenues, 2010-14
Outlet numbers and sales per outlet
Figure 156: Leading specialist retailers, outlet numbers, 2010-14
Sales per outlet
Figure 157: Leading specialist retailers, annual sales per outlet, 2010-14
Sales area and sales densities
Figure 158: Leading specialist retailers, total sales area, 2010-14
Sales per square metre
Figure 159: Leading specialist retailers, annual sales per sq m, 2010-14
Operating profits and margins
Figure 160: Leading specialist retailers, operating profits, 2010-14
Figure 161: Leading specialist retailers, operating profits, 2010-14
 MARKET SHARES
Primark overtakes Arcadia
Half of top players are non-specialists
Figure 162: Leading retailers’ share of spending on clothing and footwear, 2012-14
M&S continues to lose share
Figure 163: Marks & Spencer’s share of spending on clothing and footwear, 2006-14
 LEADING NON-SPECIALIST RETAILERS
Sports Direct is the leading non-specialist
Figure 164: Leading non-specialist retailer: net clothing and footwear revenues, 2012-14
Supermarkets see slower sales
Figure 165: Retailers from which clothes have been bought in the last 12 months, in-store or online, July 2015
 CHANNELS OF DISTRIBUTION
Pureplays and sports retailers gain share
Figure 166: Estimated distribution of consumer spending on clothing, by value, 2013-15 (est)
Specialists continue to lose share
Figure 167: Clothing specialists’ estimated share of spending on clothing, 2010-15
 SPACE ALLOCATION SUMMARY
Men, women and children’s clothing split
Figure 168: Leading and non-specialist clothing retailers, estimated space allocation by men’s, women’s and childrenswear, October 2015
Detailed category space allocation
Figure 169: Leading and non-specialist clothing retailers, estimated detailed space allocation by category, October 2015
Figure 170: Leading and non-specialist clothing retailers, estimated detailed space allocation by category, October 2015 (continued)
Figure 171: Leading and non-specialist clothing retailers, estimated detailed space allocation by category, October 2015 (continued)
Specialists and leading general clothing retailers clothing and non-clothing space split
Figure 172: Specialists and leading general clothing retailers, estimated clothing versus non-clothing space, October 2015
ASDA creating a clothes store within a store environment
Figure 173: Grocers, estimated clothing versus non-clothing space, October 2015
 RETAIL PRODUCT MIX
Figure 174: Leading clothing retailers, estimated clothing product mix, 2014/15
Figure 175: Leading food retailers, estimated clothing product mix, 2014/15
Figure 176: Leading clothing retailers, share of clothing sales, by product, 2014/15
Figure 177: Leading clothing retailers, estimated sales density, by product, 2014/15
Figure 178: Leading food retailers, estimated clothing sales density, by product, 2014/15
Figure 179: Leading clothing retailers, share of product markets, 2014/15
 ONLINE
Online clothing market to reach £10.7 billion
Figure 180: Estimated online sales of clothing and footwear (incl. VAT), 2012-15
Online market shares
Figure 181: Estimated market shares of online sales of clothing and footwear, 2014
Amazon leads online
Figure 182: Retailers from which clothes were bought in the last 12 months online, July 2015
 INNOVATIONS AND LAUNCH ACTIVITY
Men’s fashion store fusing fashion and technology
Figure 183: The lifestyle product range at Dandy Lab, with wall-mounted screens to display information about the products and brands
Google and Levi’s tie up for ‘smart’ jeans
Personalising the online shopping experience
Clothing retailers offer personal style solutions
Pep&Co takes on the high street
Engaging with customers through weekly podcasts
Irish multi-brand site launches in the UK
Burberry live-streams catwalk show through Periscope
Figure 184: Burberry’s Autumn/Winter 2015 catwalk
 ADVERTISING AND MARKETING ACTIVITY
M&S regains its position as the top clothing advertiser
Figure 185: Recorded above-the-line, online display and direct mail total advertising expenditure by the leading clothing retailers, 2011-15
Press advertising dominates
Figure 186: Percentage breakdown of leading clothing retailers’ advertising spend, by media type, 2014
A note on adspend
 BRAND RESEARCH
What you need to know
Brand map
Figure 187: Attitudes towards and usage of selected retail brands, August 2015
Key brand metrics
Figure 188: Key metrics for selected retail brands, August 2015
M&S seen as worth paying more for
Figure 189: Attitudes, by retail brand, August 2015
H&M benefits from a fun and vibrant image
Figure 190: Brand personality – Macro image, August 2015
ASOS associated with trendsetting and cutting-edge traits
Figure 191: Brand personality – Micro image, August 2015
Brand analysis
Mid-market retailers: M&S, Debenhams and Next
Supermarket clothing brands: F&F at Tesco and George at Asda
Young fashion retailers: Topshop/Topman, ASOS, New Look, H&M
Value retailer: Primark
 THE CONSUMER – WHAT YOU NEED TO KNOW
M&S has oldest customer profile
Retailers raising their game in menswear
Dissatisfaction with availability of sizes
Amazon receives high satisfaction scores
Half of women under 45 struggle with fit
63% of women will spend more on clothes that flatter
Solving the issue of fit online
Over half of young women have returned online purchases
Poor fit is the main reason for returns
 WHAT FASHION ITEMS PEOPLE BUY
Figure 192: Spending habits on clothes, footwear and accessories, June 2015
Figure 193: Loved & Found, John Lewis Birmingham, September 2015
Figure 194: Loved & Found, John Lewis Birmingham, September 2015
 RETAIL CUSTOMER PROFILE COMPARISON
Gender
Figure 195: Customer profile, by gender, July 2015
Age
Figure 196: Customer profile, by age, July 2015
Figure 197: Customer profile, by socio-economic group, July 2015
 WHERE PEOPLE SHOP FOR CLOTHES
Retailers raising their game in menswear
Figure 198: New Look standalone menswear store Wigan, September 2015
Figure 199: Retailers from which clothes are bought in-store and online, July 2015
Young women are the keenest shoppers
Online and offline split – Where consumers buy
Figure 200: Retailers from which clothes are bought in-store and online, July 2015
Repertoire analysis
Figure 201: Repertoire of retailers from which clothes are bought in-store and online, July 2015
 LEVEL OF SATISFACTION WITH CLOTHING RETAILERS
Dissatisfaction with availability of sizes
Figure 202: Level of satisfaction with last retailer from which clothes were purchased for themselves, July 2015
Satisfaction scores for retailers
Figure 203: Satisfaction ratings for M&S relative to clothing average, July 2015
Figure 204: Satisfaction ratings for Next relative to clothing average, July 2015
Figure 205: Satisfaction ratings for Primark relative to clothing average, July 2015
Figure 206: Satisfaction ratings for Amazon relative to clothing average, July 2015
Retailers need to promote quality rather than promotions
Figure 207: Key drivers of overall satisfaction with clothing retailers, August 2015
Personalising the product on offer
Prioritising online delivery and service
Figure 208: Correlation with overall satisfaction with clothing retailers – Key driver output, August 2015
 SHOPPING BEHAVIOUR
Half of women under 45 struggle with fit
Men wear what they like regardless of size
Figure 209: Shopping behaviour when buying clothes, July 2015
Targeting older women with alterations service
63% of women will spend more on clothes that flatter
Figure 210: Clothing retailing – CHAID – Tree output, October 2015
 ATTITUDES TOWARDS SHOPPING FOR CLOTHES
High demand for standardising sizes
72% of women want retailers to offer more choice of sizes
Figure 211: Attitudes towards shopping for clothes, July 2015
Solving the issue of fit online
Clothing recommendations
Personalisation
 REASONS FOR RETURNING CLOTHING
Over half of young women have returned online purchases
Figure 212: Proportion of consumers who have returned clothes purchased for themselves online, July 2015
Poor fit is the main reason for returns
Poor pictures lead to returns among young women
Figure 213: Reasons for returning clothes purchased online, July 2015
 APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Key driver analysis
Interpretation of results
Figure 214: Overall satisfaction with clothing retailers – Key driver output, August 2015
Figure 215: Satisfaction with clothing retailers, August 2015
CHAID analysis
Methodology
Figure 216: Clothing retailing – CHAID – Table output, October 2015
Data sources
Definitions
VAT
Sales per store, sales per sq m
Other
Fan chart forecast
Abbreviations
ARCADIA GROUP
What we think
BHS sale
Topshop’s international expansion continues
Digital tie-ups
Company background
Company performance
Figure 217: Arcadia Group: Financial performance, 2009/10-2014/15
Figure 218: Arcadia Group: Outlet data, 2009/10-2013/14
Retail offering
ASDA GROUP
What we think
Clothing
Company background
Company performance
Figure 219: Asda Group Ltd: Group financial performance, 2010-2014
Figure 220: Asda Group Ltd: Outlet data, 2010-14
Retail offering
C&A
What we think
Broad offer leaves it vulnerable
Western Europe weak, expanding in the East
Online
Company background
Company performance
Figure 221: C&A (Europe): Group sales performance, 2010/11-2014/15
Figure 222: C&A (Europe): Outlet data, 2010/11-2014/15
Figure 223: C&A (Europe): Outlet data, by country, 2014/15
Retail offering
CARREFOUR
What we think
Turnaround plan bearing fruit
Clothing an important range for hypermarkets
Online an opportunity
Company background
Company performance
Figure 224: Carrefour: Group financial performance, 2010-2014
Figure 225: Carrefour: Estimated clothing sales, 2012 -14
Figure 226: Carrefour: Outlet data, 2010-14
Figure 227: Carrefour: European hypermarket and supermarket numbers, 2014
Retail offering
DEBENHAMS
What we think
Cutting back on sales and special offers
More third-party clothing retailers
Own clothing offer not compelling enough?
Online and multichannel enhancements paying off
Company background
Company performance
Figure 228: Debenhams: Group financial performance, 2009/10-2013/14
Figure 229: Debenhams: Outlet data, 2009/10-2014/15
Retail offering
EL CORTE INGLÉS
What we think
A return to growth
Foreign investment
International expansion for Sfera
Leading online
Company background
Company performance
Figure 230: El Corte Inglés: Group financial performance, 2010/11-2014/15
Figure 231: El Corte Inglés: Outlet data, 2010/11-2014/15
Retail offering
THE EDINBURGH WOOLLEN MILL GROUP
What we think
Peacocks’ turnaround in fortunes
Enhanced multichannel capabilities driving online sales
Concession tie-up opportunities for Peacocks
Company background
Company performance
Figure 232: The Edinburgh Woollen Mill Group: Financial performance, 2009/10-2013/14
Figure 233: The Edinburgh Woollen Mill Group: Outlet data, 2009/10-2013/14
Retail offering
ESPRIT
What we think
Radical moves in Germany
Asia-Pacific also weak
Childrenswear partnership with Zannier
Company background
Company performance
Figure 234: Esprit: Group financial performance, 2010/11-2014/15
Figure 235: Esprit: Turnover, by segment, 2011/12-2014/15
Figure 236: Esprit: Share of turnover, by product division, 2014/15
Figure 237: Esprit: Outlet data, 2010/11-2014/15
Figure 238: Esprit: Directly managed retail stores, by country, 2010/11-2014/15
Retail offering
H&M HENNES & MAURITZ
What we think
On-trend affordable fashion proposition
H&M Sport potential
Further store expansion opportunities
Expanding and broadening the online offer
Company background
Company performance
Figure 239: H&M Hennes & Mauritz: Group financial performance, 2009/10-2013/14
Figure 240: H&M Hennes & Mauritz: Outlet data, 2009/10-2013/14
Retail offering
HOUSE OF FRASER
What we think
Unique fashion brand proposition
Developing its multichannel fashion proposition
Enhanced premium fashion shopping environment
Company background
Company performance
Figure 241: House of Fraser Plc: Group financial performance, 2010/11-2014/15
Figure 242: House of Fraser Plc: Outlet data, 2010/11-2014/15
Retail offering
GRUPO INDITEX
What we think
Store openings drive growth
Shifting focus to new markets
Zara, the jewel in the crown
Company background
Company performance
Figure 243: Grupo Inditex: Group financial performance, by major European country, 2010/11-2014/15
Figure 244: Grupo Inditex: Share of sales, by retail brand, 2014/15
Figure 245: Grupo Inditex: Sales and operating profit, by major retail brand, 2010/11-2014/15
Figure 246: Grupo Inditex: Outlet data, by region, 2014/15
Figure 247: Grupo Inditex: Store numbers, by retail brand, 2014/15
Figure 248: Grupo Inditex: Outlet data, 2010/11-2014/15
Figure 249: Grupo Inditex: Sales per store, by brand, 2014/15
Retail offering
JOHN LEWIS PLC (DEPARTMENT STORE)
What we think
Loved & Found
International expansion
Online
Company background
Company performance
Figure 250: John Lewis Plc (department store): Group financial performance, 2010/11-2014/15
Figure 251: John Lewis Plc (department store): Outlet data, 2010/11-2014/15
Retail offering
MARKS & SPENCER
What we think
Quarterly increases
Ongoing challenges
Aligning the business
Figure 252: Customer profile, M&S food vs M&S clothing shoppers, by age, February 2015 and July 2015
Online
Company background
Company performance
Figure 253: Marks & Spencer: Group financial performance, 2010/11-2014/15
Figure 254: Marks & Spencer: Outlet data, 2010/11-2014/15
Retail offering
MATALAN
What we think
New brand director and advertising campaign to fight off competition
City centre store opportunities
Scrapping Sporting Pro
New distribution hub
Company background
Company performance
Figure 255: Matalan Ltd: Group financial performance, 2010/11-2014/15
Figure 256: Matalan Ltd: Outlet data, 2010/11-2014/15
Retail offering
NEW LOOK GROUP
What we think
China expansion
Menswear push
Third-party partnerships boosts global reach and e-commerce revenue
Increased delivery options enhance multichannel proposition
Company background
Company performance
Figure 257: New Look Group Plc: Group financial performance, 2010/11-2014/15
Figure 258: New Look Group Plc: Outlet data, 2010/11-2014/15
Retail offering
NEXT GROUP
What we think
Faster fashion
Less is more
Online
International growth
Company background
Company performance
Figure 259: Next Group: Group financial performance, 2010/11-2014/15
Figure 260: Next Group: Outlet data, 2010/11-2014/15
Retail offering
OTTO GROUP (MULTICHANNEL RETAIL)
What we think
3SI transformation
Creating fashion start-ups
Russian troubles
Company background
Company performance
Figure 261: Otto Group (Multichannel Retail): Group financial performance, 2010/11-2014/15
Retail offering
OVS
What we think
Positioning the OVS brand as a trendier fast-fashion destination
Domestic consolidation and selective international expansion
Expo Milano 2015 boost
New fashion-forward store concept sales are ‘excellent’
Growing online presence resulting in increased e-commerce sales
Company background
Company performance
Figure 262: OVS SpA: Financial performance, 2010/11-2014/15
Figure 263: OVS SpA: Outlet data, 2010/11-2014/15
Retail offering
PRIMARK/PENNEYS
What we think
Continued expansion
Tough German market
Online
Company background
Company performance
Figure 264: Primark/Penneys: Group financial performance, 2010/11-2014/15
Figure 265: Primark/Penneys: Outlet data, 2010/11-2014/15
Retail offering
RIVER ISLAND CLOTHING CO LTD
What we think
New fashion in-store and online every single week
‘Wow factor’ store design
Tie-up with Rihanna prompting international expansion
Doddle partnership enhances multichannel proposition
Tapping into new technology
Customer engagement
Company background
Company performance
Figure 266: River Island Clothing Co Ltd: Group financial performance, 2010-2014
Figure 267: River Island Clothing Co Ltd: Outlet data, 2009/10-2013/14
Retail offering
TESCO
What we think
Clothing linked to grocery
Online
Company background
Company performance
Figure 268: Tesco: Estimated clothing sales, 2011/12-2014/15
Figure 269: Tesco Plc: Group financial performance, 2010/11-2014/15
Figure 270: Tesco Plc: Outlet data, 2010/11-2014/15
Retail offering
TJX EUROPE (TK MAXX)
What we think
A loyal following
New markets
Online
Company background
Company performance
Figure 271: TJX Europe (TK Maxx): Group financial performance, 2010/11-2014/15
Figure 272: TJX Europe (TK Maxx): Outlet data, 2010/11-2014/15
Retail offering

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.