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Womenswear - UK - May 2017

OVERVIEW
What you need to know
Products covered in this Report
The market size and forecast
EXECUTIVE SUMMARY
The market
Womenswear sales slow considerably
Figure 1: Best- and worst-case forecast of UK sales of women’s outerwear, 2011-21
Women less confident about their finances than men
Companies and brands
Focusing on premium womenswear
Young fashion brands tap into sustainability movement
Decline in advertising spend
New Look the third most trusted clothing retailer
Figure 2: Attitudes towards and usage of selected brands, August 2016 and February 2017
The consumer
Women aged 45-64 buy more outerwear
Figure 3: Types of fashion items bought in the last three months, April 2017
Marks & Spencer loses shoppers
Figure 4: Where women have bought clothes in the last 12 months, in-store and online, January 2017
Clothing specialists need to do more to stand out on the high street
Figure 5: Correspondence analysis, May 2017
Demand for consistent sizing and better-fitting garments
Figure 6: Improvements desired at retailers where women usually shop, January 2017
Interest in interactive technology in-store
Figure 7: Interest in innovations when shopping in-store and online, January 2017
Women want more representative models
Figure 8: Agreement with attitudes towards shopping for fashion, January 2017
What we think
ISSUES AND INSIGHTS
Tough times for the leading specialists
The facts
The implications
The big issue: sizing and fit
The facts
The implications
Reducing the youth bias in the womenswear market
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Womenswear underperforms menswear
Low levels of growth forecast
Clothing prices on the rise
Decline in 45-54s and 16-24s
Women less confident about their finances than men
MARKET SIZE AND FORECAST
Slowing womenswear sales
Figure 9: Best- and worst-case forecast of UK sales of women’s outerwear, 2011-21
Low growth rates set to continue
Figure 10: UK sales of women’s outerwear, at current prices, 2011-21
Menswear outpaces womenswear
Forecast methodology
MARKET DRIVERS
Clothing prices on the rise
Figure 11: Annual percentage change in consumer prices of garments for women and men, March 2016-March 2017
Decline in 45-54s and 16-24s
Figure 12: Trends in the age structure of the UK female population, percentage change by age, 2011-16 and 2016-21
Increase in overweight young women
Figure 13: Proportion of overweight or obese women in the female population, by age, 2014 and 2015
Women less confident about their finances than men
Figure 14: How respondents would describe their financial situation, by gender, April 2017
Leisure prioritised in spending
Figure 15: What extra money is spent on, by gender, April 2017
Young women the biggest social media users
Figure 16: Social and media networks used by women, by age, March 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Focusing on premium womenswear
Young fashion brands tap into sustainability movement
Decline in advertising spend
Tesco launches fashion-forward Supermarket Women campaign
Womenswear dominates in-store floor space
New Look the third most trusted clothing retailer
Next is no longer moving forward
River Island stands out in youth sector
LAUNCH ACTIVITY AND INNOVATION
New lifestyle brands launch
Figure 17: AND/OR womenswear collection, 2017
Sustainable fashion
Figure 18: ASOS Made in Kenya, 2017
Tapping into personalisation
Figure 19: adidas Knit For You pop-up, Berlin, March 2017
New players in the market
Focusing on premium womenswear
Figure 20: Modern Rarity by John Lewis, September 2016
Tech-focused store concepts
Figure 21: Farfetch store of the future, 2017
Pureplays move into physical retailing
Figure 22: Missguided flagship store in Westfield Stratford, November 2016
Extending into bridalwear
ADVERTISING AND MARKETING ACTIVITY
Advertising spend declines 7.4%
Figure 23: Total above-the-line, online display and direct mail advertising expenditure on womenswear, 2013-16
M&S and Shop Direct biggest advertisers
Figure 24: Total above-the-line, online display and direct mail advertising expenditure on womenswear, by advertiser, 2013-17
Press is main form of womenswear ads
Figure 25: Total above-the-line, online display and direct mail advertising expenditure on womenswear, by media type, 2016
Figure 26: Total above-the-line, online display and direct mail advertising expenditure on womenswear, by media type, 2013-16
Campaign highlights
Tesco launches Supermarket Woman ad for F&F
Figure 27: Tesco’s Supermarket Woman campaign, April 2017
John Lewis campaign focuses on experience
Figure 28: John Lewis National Treasures campaign, April 2017
Mango launches sustainable campaign
Figure 29: Mango Committed, February 2017
Nielsen Ad Intel coverage
SPACE ALLOCATION SUMMARY
Figure 30: Specialist and non-specialist clothing retailers, estimated space allocation, by men’s, women’s and childrenswear, October 2016
Detailed womenswear space allocation
Figure 31: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2016
Figure 32: Specialist and non-specialist clothing retailers, estimated detailed space allocation, by category, October 2016
Retail product mix
Figure 33: Leading clothing retailers, share of clothing sales, by men’s, women’s and childrenswear, 2016
Figure 34: Leading retailers of clothing, estimated sales mix, by men’s, women’s and childrenswear, 2016
Figure 35: Leading clothing retailers, estimated sales density, by men’s, women’s and childrenswear, 2015/16
Market share by product
Figure 36: Leading clothing retailers, share of product markets, by men’s, women’s and childrenswear, 2016 (est)
BRAND RESEARCH
Brand map
Figure 37: Attitudes towards and usage of selected brands, August 2016 and February 2017
Key brand metrics
Figure 38: Key metrics for selected brands, August 2016 and February 2017
Ted Baker is worth paying more for
Figure 39: Attitudes, by brand, August 2016 and February 2017
Brand personality: M&S seen as unappealing
Figure 40: Brand personality – Macro image, August 2016 and February 2017
ASOS viewed as trendsetting
Figure 41: Brand personality – Micro image, August 2016 and February 2017
Brand analysis
Value retailers: H&M, New Look and Primark
Fashion-led retailers: River Island, Topshop and Zara
Mid-market retailers: M&S, Next and Bonmarché
Online-only retailer: ASOS
Premium retailer: Ted Baker
THE CONSUMER – WHAT YOU NEED TO KNOW
Women aged 45-64 buy more outerwear
Declining shoppers at M&S
New Look and Amazon most popular online
Clothing specialists need to do more to stand out on the high street
Demand for consistent sizing and better-fitting garments
Fitting room technology holds strong appeal
Older women want more representative models
WHAT FASHION ITEMS WOMEN BUY
Women buy more outerwear in 2017
Figure 42: Types of fashion items bought in the last three months, by gender, April 2017
Jump in purchases among 45-64s
Figure 43: Women who have bought outerwear in the last three months, by age, February 2016-April 2017
Tops are the most bought product
Figure 44: Types of clothes women have bought in the last three months, April 2017
Young men outspend women
Figure 45: Amount spent on outerwear in the last three months, by gender and age, April 2017
WHERE WOMEN BUY CLOTHES
Marks & Spencer loses shoppers
Next falls out of favour among 25-44s
Figure 46: Where women have bought clothes in the last 12 months, in-store and online, January 2017
Tough times for George at Asda to retain its leading position
Figure 47: Where women have bought clothes in the last 12 months, net in-store and online, by age, January 2017
Where are women shopping online?
Figure 48: Where women shop for clothes online, by age, January 2017
Spend shifting online among 35-44s
Figure 49: Trend data: Percentage point difference in shopper numbers at leading clothing retailers, by age, December 2015-January 2017
Three in 10 shop from just one online retailer
Figure 50: Repertoire of retailers purchased from in-store and online, January 2017
ATTRIBUTES OF DIFFERENT TYPES OF RETAILERS
Pureplays associated with inconsistent quality
Figure 51: Correspondence analysis – Attributes of different retailer types, May 2017
Clothing specialists cater for the individual
Department stores offer quality and original designs
Figure 52: Correspondence analysis – Attributes of different retailer types, January 2017
Methodology
WHAT WOMEN WOULD LIKE IMPROVED
More concerns with fit than men
Figure 53: Improvements desired at retailers where women usually shop, January 2017
Consistent sizing a significant priority among older women
Figure 54: Improvements desired at retailers where women usually shop, by age, January 2017
Unique designs more important than following trends
Figure 55: Improvements desired at retailers where women usually shop, by age, January 2017
Older women see most room for improvement
Figure 56: Repertoire of improvements desired at retailers where women usually shop, January 2017
INTEREST IN INNOVATIONS
Fitting room technology holds strong appeal
Figure 57: Interest in innovations when shopping in-store and online, January 2017
Mirror technology could boost social engagement
Sustainable movement driven by the young
Figure 58: Interest in innovations when shopping in-store and online, by age, January 2017
Demand for more flexibility in payment options
ATTITUDES TOWARDS SHOPPING FOR FASHION
More representative models wanted
Figure 59: Agreement with attitudes towards shopping for fashion, January 2017
Athleisure clothing becomes a wardrobe staple
Tapping into the ‘leisure pound’
Lack of storage space prevents purchases
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast Methodology

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