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Summer Fashion (incl Swimwear) - UK - November 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
The total summer fashion market is estimated to be worth £4.2 billion
Figure 1: Estimated summer fashion consumer spending (including VAT), by category, 2019
Summer fashion sales are affected by the weather
Figure 2: Year-on-year difference of UK monthly mean temperature and percentage change in fashion retail sales, January 2018-August 2019
The number of people going on holiday is on the rise
Figure 3: Holiday trip taking by British residents, 2008-18
More people are going to music festivals
Figure 4: Music festivals attended in the past 12 months, 2017-19
Companies and brands
Summer fashion advertising spend peaks in March
Figure 5: Recorded above-the-line, online display and direct mail total advertising expenditure on clothing, footwear and accessories, by month, March-August 2016-19
Advertising spend on beachwear almost doubled in 2019
Figure 6: Total above-the-line, online display and direct mail advertising expenditure on beachwear, 2016-19
The consumer
Nearly three quarters bought summer fashion items
Figure 7: Summer fashion categories bought, August 2019
Most summer fashion purchases were for holidays
Figure 8: Occasions for purchasing summer fashion, August 2019
A quarter of shoppers spent more on summer fashion this year
Figure 9: Spending on summer fashion in comparison to last year, August 2019
More people shopped for summer fashion in-store than online
Figure 10: Channels used for buying summer fashion items, August 2019
A third only began their summer fashion shopping in the summer months
Figure 11: Month people began their summer fashion shopping, August 2019
Diversity is important in swimwear
Figure 12: Swimwear shopper attitudes, August 2019
Younger consumers turn to TV shows like Love Island for inspiration
Figure 13: Consumer sentiment towards summer fashion, August 2019
What we think
ISSUES AND INSIGHTS
Does summer shopping encourage wasteful shopping behaviours?
The facts
The implications
The importance of inclusivity in summer fashion
The facts
The implications
Figure 14: Every.Body.Counts campaign, 2019
TV shows present sponsorship opportunities for young fashion retailers
The facts
The implications
Figure 15: Missguided product placement on Love Island, 2018
THE MARKET – WHAT YOU NEED TO KNOW
The summer fashion market is estimated to be worth £4.2 billion
Summer fashion sales affected by the weather
The number of people going on holiday is on the rise
More people are going to music festivals
More people are tuning into summer reality TV shows
MARKET SIZE
The summer fashion market is estimated to be worth £4.2 billion
Figure 16: Estimated summer fashion consumer spending (including VAT), by category, 2019
Figure 17: Estimated breakdown of summer fashion spending (including VAT), 2019
Beachwear presents opportunities
Figure 18: Self-Portrait’s new swimwear collection, 2019
MARKET DRIVERS
Unpredictable weather affects sales
Figure 19: Year-on-year difference of UK monthly mean temperature and percentage change in fashion retail sales, January 2018-August 2019
The number of people holidaying has risen
Figure 20: Holiday trip taking by British residents, 2008-18
Summer footfall was down
Figure 21: Year-on-year footfall change, by location, January-October 2019
Number of festival attendees grows
Figure 22: Music festivals attended in the past 12 months, 2017-19
Summer TV reality shows grow in popularity
Figure 23: Number of viewers for Love Island’s launch episodes, 2015-19
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
The summer of collaborations
Retailers capitalise on festival popularity
Summer fashion embraces diversity
Sustainability is a focus
Summer fashion advertising spend peaks in March
Advertising spend on beachwear almost doubled in 2019
LAUNCH ACTIVITY AND INNOVATION
Collaborations
Duke & Dexter x Snoop Dogg ‘pool to party’ collection
Figure 24: Duke & Dexter’s Snoop collaboration, 2019
Love Stories x H&M swimwear line
Figure 25: H&M collaboration with Love Stories on swimwear line, 2019
Shrimps X Warehouse summer fashion collection
Stranger Things x H&M summer collaboration
Figure 26: Stranger Things x H&M: Meet Dacre Montgomery collaboration for summer, 2019
Orlebar Brown creates a 007-inspired collection
Figure 27: Orlebar Brown’s James Bond collection featuring a safari jacket inspired by The Man with the Golden Gun, 2019
Festivals
Glastonbury stars encourage second-hand shopping
Mountain Warehouse launches festival-inspired capsule collection
Figure 28: Kit Neale’s Karabiner collection for Mountain Warehouse, 2019
Oxfam launches festival pop-up
Diverse summer fashion
Quiz offers petite and plus-size summer fashion
Figure 29: Quiz launches petite range, 2019
Youswim launches universally flattering swimwear
Figure 30: Youswim’s one-size-fits-all swimwear, 2019
Curvy Kate’s swimsuit is bestseller
Figure 31: Curvy Kate’s Wrapsody swimwear, 2019
New launches
Self-Portrait releases first swimwear collection
Figure 32: Self-Portrait’s summer 2019 collection, 2019
Liberty launches debut own-brand swimwear
Figure 33: Liberty’s debut travel and swim collection, 2019
Sustainability
House of Holland x Speedo
Figure 34: House of Holland’s swimwear collaboration with Speedo, 2019
Monki launches sustainable swimwear line
ADVERTISING AND MARKETING ACTIVITY
Fashion advertising spend peaks in March
Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on clothing, footwear and accessories, by month, March-August 2016-19
Key summer 2019 campaigns: The summer of empowerment
Tu Summer of Love Yourself
Figure 36: Tu’s Summer 2019 campaign, 2019
Zalando’s ‘Dress For Yourself, Nobody Else’ campaign
Figure 37: Zalando’s liberating summer campaign, 2019
Jacamo encourages men to 'Own Your Moment'
Figure 38: Jacamo’s summer advert, 2019
Advertising spend on beachwear has nearly doubled in 2019…
Figure 39: Total above-the-line, online display and direct mail advertising expenditure on beachwear, 2016-19
…over half of which was by Shein
Figure 40: Total above-the-line, online display and direct mail advertising expenditure on beachwear, by advertiser, 2016-19
Key beachwear campaigns
PrettyLittleThing’s Destination Swim campaigns
Figure 41: Destination Swim: Dubai, 2019
Seafolly Made to Summer
Figure 42: Seafolly’s global summer campaign, 2019
Digital dominates for beachwear advertising
Figure 43: Total above-the-line, online display and direct mail advertising expenditure on beachwear, by advertiser and media type, 2019
Nielsen Ad Intel coverage
BRAND FOCUS - DEAKIN & BLUE
Company overview
What is it?
Figure 44: Deakin & Blue swimwear in action, 2019
Founded:
Company mission statement:
Founder’s story:
Figure 45: Founder Rosie Cook with Deakin & Blue customers on a photoshoot, 2019
Mintel analyst view
Mintel Trends
Why it could succeed
Potential struggles
The verdict
Figure 46: Deakin & Blue campaign, 2019
Media profile
Social media metrics
Figure 47: Social media metrics for Deakin & Blue, November 2019
Figure 48: Deakin & Blue imagery from social media, 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Nearly three quarters bought summer fashion items
Most purchasing was done for holidays
A quarter of shoppers spent more on summer fashion this year
More people shopped for summer fashion in-store than online
Social media influences swimwear shoppers
Younger consumers turn to TV shows like Love Island for inspiration
SUMMER FASHION AND BEACHWEAR PURCHASED
Nearly three quarters bought summer fashion items
Figure 49: Summer fashion categories bought, August 2019
Much of the summer fashion shopping is done by women
Figure 50: Summer fashion categories bought, by age and gender, August 2019
Tops are the most popular summer purchase for both genders
Figure 51: Types of summer fashion items bought, by gender, August 2019
Women tend to buy into several different categories
Figure 52: Repertoire of summer fashion items bought, by gender, August 2019
Swimsuits and bikini sets equally popular
Figure 53: Styles of beachwear bought, August 2019
OCCASIONS FOR PURCHASING SUMMER FASHION 
Holidays are the most likely reason to purchase summer fashion
Figure 54: Occasions for purchasing summer fashion, August 2019
Opportunities in holiday clothing for older consumers
Figure 55: People who bought summer fashion for holidays, by age of children in household, August 2019
A quarter of Older Millennials bought for a festival
Figure 56: People who bought summer fashion items for festivals, by generation, August 2019
Men are more likely to buy for various events
Figure 57: Number of occasions summer fashion was purchased for, by gender, August 2019
SPENDING ON SUMMER FASHION
Summer fashion items less of an investment
Figure 58: Spending on summer clothing, August 2019
A quarter of shoppers spent more on summer fashion this year
Figure 59: Spending on summer fashion in comparison to last year, August 2019
SUMMER FASHION SHOPPING JOURNEY
Nearly three quarters shopped in-store…
Figure 60: Channels used for buying summer fashion items, August 2019
…but ‘digital natives’ are more likely to shop online
Figure 61: Channels used for buying summer fashion items, by generation, August 2019
A fifth only began buying summer fashion items in May…
Figure 62: Month people began their summer fashion shopping, August 2019
…calling into question the early summer discounts
Purchases were most likely to happen during spring
Figure 63: The season people began their summer fashion shopping, August 2019
ATTITUDES TOWARDS SWIMWEAR
It is important for customers to see diverse fits of swimwear
Figure 64: Shopper attitudes towards the fit of swimwear, August 2019
Social media plays a big part in launching new brands
Figure 65: Shopper attitudes towards social media, August 2019
Figure 66: Shein’s Instagram advertising for swimwear, 2019
Many are using swimwear as a style statement
Figure 67: Shopper attitudes towards swimwear trends and styles, August 2019
Figure 68: PrettyLittleThing’s ‘poolside only’ bikini, 2019
People are concerned about convenience and style over sustainability
Figure 69: Shopper attitudes towards acting more sustainably, August 2019
Figure 70: adidas ocean plastics swimwear line, 2017
BEHAVIOURS TOWARDS SUMMER FASHION
Trans-seasonal pieces can help to avoid early discounting
Figure 71: Consumer sentiment towards summer fashion, August 2019
Young consumers are heavily influenced by Love Island
Figure 72: Consumers who agreed with the statement “Seeing what people wear on reality TV shows has inspired my summer fashion purchases”, by age and gender, August 2019
Figure 73: MissPap’s collaboration with Love Island winner Amber Rose Gill, 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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