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Clothing Retailing - Ireland - April 2011

The market size of this report includes values for all adult wear, including menswear and womenswear. This includes all spending across department stores and specialist clothing retailers. Excluded from this are footwear, childrenswear and sportswear. However these areas are discussed elsewhere in the report, but are not a focus.

For the purposes of this report:

  • Ireland refers to the island of Ireland
  • NI refers to Northern Ireland
  • RoI refers to the Republic of Ireland
  • Therefore, ‘Irish consumers’ refers to both NI and RoI consumers.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Insights and Opportunities

            • Fashion gurus vs. celebrities
              • Online shopping continues to grow
                • Dressing for success
                • Market in Brief

                  • Money woes putting pressure on clothing market
                    • Shift to value-oriented clothing
                      • Yet market value endures
                        • Increased desire to look well dressed
                          • Personal appearance important to most
                            • High level of interest in fashion well help drive the market forward
                            • Fast Forward Trends

                                • Trend 1: Carnivore, Herbivore...Locavore
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                        • Trend 2: Girly Men
                                          • What’s it about?
                                            • What we’ve seen
                                              • What next?
                                              • Internal Market Environment

                                                • Key points
                                                  • Household debt still at high levels
                                                      • Figure 1: Agreement with statements relating to personal situation and finances, NI and RoI, June 2011
                                                    • High debt breeds more sensible spenders
                                                      • Figure 2: Agreement with statements relating to debt management, NI and RoI, June 2011
                                                    • Clothing – second most likely spending area to see cut
                                                      • Figure 3: Areas consumers have cut back spending in the last 12 months, RoI and NI, July 2010
                                                    • In-home trend has knock on effect on clothing market
                                                      • Online clothing retail beginning to find its feet
                                                        • Figure 4: Consumers with a broadband connection at home, RoI and NI, 2004-10
                                                      • Could online websites help drive footfall in stores?
                                                        • Figure 5: Agreement with statements relating to shopping online, NI and RoI, June 2011
                                                      • Cult of the celebrity
                                                        • Figure 6: Agreement with the statement “Celebrities influence my purchase decisions”, NI & RoI, 2006-10
                                                      • Celebrities have a high influence on fashion
                                                        • Figure 7: Products most interested in learning about from a celebrity, US, June 2009
                                                      • Types of stars consumers trust
                                                        • Figure 8: Rating the trustworthiness of particular types of celebrities, US, 2009
                                                      • Ethical concerns
                                                        • Concerns hold strong
                                                          • Figure 9: agreement with the statement “I only buy products from a company with whose ethics I agree”, NI and RoI, 2006-10
                                                        • Not easy being green
                                                          • Figure 10: Agreement with the statement “It’s worth paying more for environmentally-friendly products”, NI and RoI, 2005-10
                                                        • Increasing obesity will see demand increase for bigger sizes
                                                          • Cotton prices increase
                                                            • Higher costs of living won’t help
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Tough times ahead will see clothing sales stagnate
                                                                  • Figure 11: Economic outlook, RoI and NI, 2008-10
                                                                • Government cutbacks might sink the economies further
                                                                  • Confidence still shaky
                                                                    • Figure 12: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, June 2008-June 2011
                                                                  • Gaining confidence in time for Christmas
                                                                    • Figure 13: Gifts purchased for Christmas, NI and RoI, 2010
                                                                  • Unemployment limits spending on clothing
                                                                    • Figure 14: Unemployment rates, RoI and NI, January 2009-March 2011
                                                                  • Demand for fashion among older consumers
                                                                    • Figure 15: Population, by age, RoI, 2006-41
                                                                    • Figure 16: Population, by age, NI, 2008-58
                                                                    • Figure 17: Agreement with the statement “I like to keep up with the latest fashions”, by age, NI and RoI, 2010
                                                                  • 16-24 sector in danger of shrinking
                                                                    • Figure 18: Agreement with statement ‘Having to emigrate to find work/go to college’, by age, NI and RoI, June 2011
                                                                  • More demand for children’s clothing
                                                                    • Figure 19: Number of births per year, RoI and NI, 1989-2009
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Jewellery important to consumers
                                                                      • Figure 20: Agreement with statements relating to jewellery, NI and RoI, 2010
                                                                    • Recession dents jewellery business
                                                                      • Clothing seen as better Christmas gift
                                                                        • Figure 21: Gifts purchased for Christmas, NI and RoI, 2010
                                                                      • Footwear a strong rival for clothing
                                                                        • Figure 22: Expenditure in the last 12 months on shoes, NI and RoI, 2010
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • 100% green clothing
                                                                              • Bring the social element to online clothes shopping
                                                                                • Secret stores might help excitement to bricks and mortar shopping
                                                                                  • Making clothing far more functional
                                                                                    • Offering new types of promotions at Gap
                                                                                      • Catering to rears of all shapes and sizes
                                                                                        • Adding functional benefits that appeal to sweaty men
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • 2011 marks the turning point for the clothing market
                                                                                                • Figure 23: Market value of Irish clothing retailing market , IoI, RoI and NI, 2005-16
                                                                                              • Online sales helping to prop-up NI market
                                                                                                • Mobile internet could help boost footfall in near future
                                                                                                  • Womenswear accounts for 65% of the total clothing market
                                                                                                    • Figure 24: Estimated retail sales of womenswear, IoI, RoI and NI, 2005-16
                                                                                                  • Menswear market remains steady despite falling spending power
                                                                                                    • Figure 25: Estimated retail sales of menswear, IoI, RoI and NI, 2005-16
                                                                                                  • Low job security helping to drive work wear sales in the menswear segment
                                                                                                    • Figure 26: Consumers agreeing that “Job Security” most concerns them, by age, RoI and NI, 2011
                                                                                                • Companies and Products

                                                                                                    • Arcadia Group
                                                                                                      • ASOS
                                                                                                        • Arnotts
                                                                                                          • Asda
                                                                                                            • Benetton Group
                                                                                                              • BHS (British Home Stores)
                                                                                                                • Brown Thomas
                                                                                                                  • Debenhams
                                                                                                                    • Dunnes Stores
                                                                                                                      • H&M
                                                                                                                        • Heatons
                                                                                                                          • Marks and Spencer (M&S)
                                                                                                                            • Matalan
                                                                                                                              • Next
                                                                                                                                • Primark/Penneys
                                                                                                                                  • Tesco
                                                                                                                                  • The Consumer – Expenditure on Clothing

                                                                                                                                    • Key points
                                                                                                                                      • Spending on coats and rain coats average
                                                                                                                                        • Figure 27: Expenditure in the last 12 months on coats/raincoats, NI and RoI, 2010
                                                                                                                                      • €30-74 the average spending for jackets
                                                                                                                                        • Figure 28: Expenditure in the last 12 months on jackets, NI and RoI, 2010
                                                                                                                                      • Four in five Irish consumers have not bought a suit in the last year
                                                                                                                                        • Figure 29: Expenditure in the last 12 months on suits, NI and RoI, 2010
                                                                                                                                      • Shirt spending average
                                                                                                                                          • Figure 30: Expenditure in the last 12 months on shirts, NI and RoI, 2010
                                                                                                                                        • Trousers spending unaffected by recession
                                                                                                                                            • Figure 31: Consumers spending between £20-49/€30-74 in the last 12 months on trousers, NI and RoI, 2008-10
                                                                                                                                          • Spending on T-shirts and polo shirts increase slightly
                                                                                                                                            • Figure 32: Expenditure in the last 12 months on T-shirts/polo shirts, NI and RoI, 2007-10
                                                                                                                                          • Your T-shirt, your way
                                                                                                                                            • Low spending on sports attire
                                                                                                                                              • Figure 33: Expenditure in the last 12 months on sports clothing, NI and RoI, 2010
                                                                                                                                            • Spending on jumpers sweatshirts and cardigans quite average
                                                                                                                                              • RoI women spend more on dresses than NI women
                                                                                                                                                  • Figure 34: Expenditure in the last 12 months on dresses, NI and RoI, 2010
                                                                                                                                                • Skirts a low spending priority
                                                                                                                                                  • Average spending on women’s blouses and tops
                                                                                                                                                    • Figure 35: Expenditure in the last 12 months on blouses/tops, NI and RoI, 2010
                                                                                                                                                  • Purchasing of jeans dips between 2009 and 2010
                                                                                                                                                    • Figure 36: Consumers who have purchased jeans in the last 12 months, NI and RoI, 2005-10
                                                                                                                                                    • Figure 37: Expenditure in the last 12 months on jeans, NI and RoI, 2010
                                                                                                                                                  • Motivations for buying jeans
                                                                                                                                                  • The Consumer – Attitudes Towards Personal Appearance

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 38: Agreement with statements relating to personal appearance, NI and RoI, 2010
                                                                                                                                                      • Looking well-dressed important to two out of three consumers
                                                                                                                                                          • Figure 39: Agreement with the statement “It is important to me to look well dressed”, NI and RoI, 2007-10
                                                                                                                                                        • Looking well-dressed more important to women than men
                                                                                                                                                            • Figure 40: Agreement with the statement “It is important to me to look well dressed”, by gender, NI and RoI, 2010
                                                                                                                                                          • Attraction to the other sex an important fashion consideration
                                                                                                                                                            • Figure 41: Agreement with the statement “It is important to be attractive to the opposite sex”, by gender and marital status, NI and RoI, 2010
                                                                                                                                                          • Fountain of youth
                                                                                                                                                              • Figure 42: Agreement with the statement “It is important to keep looking young”, by gender and age, NI and RoI, 2010
                                                                                                                                                            • Comforting clothes more important to 65+
                                                                                                                                                                • Figure 43: Agreement with the statement “I buy clothes for comfort, not for style”, by gender and age, NI and RoI, 2010
                                                                                                                                                              • No need for comfort in certain types of outfits
                                                                                                                                                                • Figure 44: Agreement with selected statements relating to personal appearance, NI and RoI, 2010
                                                                                                                                                              • Irish consumers consider themselves stylish
                                                                                                                                                                  • Figure 45: Agreement with selected statements relating to personal appearance, NI and RoI, 2010
                                                                                                                                                                • Designer labels matter less to RoI consumers during recession
                                                                                                                                                                  • Figure 46: Agreement the statement “A ‘designer’ label improves a person’s image”, by gender and age, NI and RoI, 2005-10
                                                                                                                                                              • The Consumer – Attitudes Towards Clothing

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 47: Agreement with selected statements relating to clothing, NI and RoI, 2010
                                                                                                                                                                  • Durability is a key concern among Irish consumers
                                                                                                                                                                      • Figure 48: Agreement with the statement “I make my clothes last”, NI and RoI, 2007-10
                                                                                                                                                                    • Making things last across all levels of affluence
                                                                                                                                                                        • Figure 49: Agreement with the statement “I make my clothes last”, by social class, NI and RoI, 2010
                                                                                                                                                                      • Practical dressers
                                                                                                                                                                          • Figure 50: Agreement with the statement “I try to dress in the most practical way”, by socio-economic group, NI and RoI, 2010
                                                                                                                                                                        • Clothing for a night out a seen as important
                                                                                                                                                                            • Figure 51: Agreement with the statement “When I go out, I want to look elegant”, by gender, NI and RoI, 2010
                                                                                                                                                                          • Decline in the on-trade may call for less going out clothes
                                                                                                                                                                            • Figure 52: Alcohol sales, by indexed value, on- and off-trade split, all-Ireland, 2004-14
                                                                                                                                                                          • New season, new clothing
                                                                                                                                                                              • Figure 53: Agreement with the statement “Every season I buy some new clothes”, by gender and age, NI and RoI, 2010
                                                                                                                                                                            • Fewer agree that they spend a lot on clothes
                                                                                                                                                                                • Figure 54: Agreement with the statement “I spend a lot of money on clothes”, NI and RoI, 2007-10
                                                                                                                                                                                • Figure 55: Agreement with the statement “I spend a lot of money on clothes”, by gender, NI and RoI, 2010
                                                                                                                                                                            • Consumer Target Groups

                                                                                                                                                                              • NI target groups
                                                                                                                                                                                • Figure 56: NI consumer typologies, 2010
                                                                                                                                                                              • Social Shoppers
                                                                                                                                                                                • Comfort Seekers
                                                                                                                                                                                  • Well-dressed
                                                                                                                                                                                    • Style Hounds
                                                                                                                                                                                      • RoI target groups
                                                                                                                                                                                        • Figure 57: RoI consumer typologies, 2010
                                                                                                                                                                                      • Comforters
                                                                                                                                                                                        • Well-groomed
                                                                                                                                                                                          • Attracters
                                                                                                                                                                                            • Body Conscious
                                                                                                                                                                                            • Appendix

                                                                                                                                                                                              • Broader market environment
                                                                                                                                                                                                • Unemployment
                                                                                                                                                                                                  • Figure 58: Number of unemplyed, by gender, NI, 2005-10
                                                                                                                                                                                                  • Figure 59: Unemployment rate, by gender, RoI, 2005-10
                                                                                                                                                                                                  • Figure 60: Number of redundancies, by gender, RoI, 2005-09
                                                                                                                                                                                                • Expenditure on clothing
                                                                                                                                                                                                  • Figure 61: Expenditure in the last 12 months on coats/raincoats, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 62: Expenditure in the last 12 months on jackets, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 63: Expenditure in the last 12 months on suits, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 64: Expenditure in the last 12 months on trousers, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 65: Expenditure in the last 12 months on sports clothing, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 66: Expenditure in the last 12 months on T-shirts/polo shirts, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 67: Expenditure in the last 12 months on any outwear for adults, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 68: Expenditure in the last 12 months on shirts, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 69: Expenditure in the last 12 months on jumpers and sweatshirts, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 70: Expenditure in the last 12 months on any menswear, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 71: Expenditure in the last 12 months on dresses, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 72: Expenditure in the last 12 months on skirts, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 73: Expenditure in the last 12 months on blouses/tops, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 74: Expenditure in the last 12 months on jumpers/cardigans/sweatshirts, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 75: Expenditure in the last 12 months on any womenswear, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 76: Expenditure in the last 12 months on children’s clothing, NI and RoI, 2010
                                                                                                                                                                                                  • Figure 77: Expenditure in the last 12 months on jeans, NI and RoI, 2010
                                                                                                                                                                                                • NI and RoI clothing usage – demographics
                                                                                                                                                                                                  • Figure 78: Consumer usage of clothes, by type, by demographics, NI, 2010
                                                                                                                                                                                                  • Figure 79: Consumer usage of clothes, by type, by demographics, RoI, 2010
                                                                                                                                                                                                • NI personal appearance TGI
                                                                                                                                                                                                  • Figure 80: Most popular attitudes towards personal appearance, by demographics, NI, 2010
                                                                                                                                                                                                  • Figure 81: Further attitudes towards personal appearance, by demographics, NI, 2010
                                                                                                                                                                                                • RoI personal appearance TGI
                                                                                                                                                                                                  • Figure 82: Most popular attitudes towards personal appearance, by demographics, RoI, 2010
                                                                                                                                                                                                  • Figure 83: Further attitudes towards personal appearance, by demographics, RoI, 2010
                                                                                                                                                                                                • NI – Attitudes towards clothes
                                                                                                                                                                                                  • Figure 84: Most popular attitudes towards clothing, by demographics, NI, 2010
                                                                                                                                                                                                  • Figure 85: Further attitudes towards clothing, by demographics, NI, 2010
                                                                                                                                                                                                  • Figure 86: Further attitudes towards clothing, by demographics, NI, 2010
                                                                                                                                                                                                  • Figure 87: Least popular attitudes towards clothing, by demographics, NI, 2010
                                                                                                                                                                                                • RoI – Attitudes towards clothes
                                                                                                                                                                                                  • Figure 88: Most popular attitudes towards clothing, by demographics, RoI, 2010
                                                                                                                                                                                                  • Figure 89: Further attitudes towards clothing, by demographics, RoI, 2010
                                                                                                                                                                                                  • Figure 90: Further attitudes towards clothing, by demographics, RoI, 2010
                                                                                                                                                                                                  • Figure 91: Least popular attitudes towards clothing, by demographics, RoI, 2010
                                                                                                                                                                                                • RoI cluster groups
                                                                                                                                                                                                  • Figure 92: RoI consumer typologies, 2010,
                                                                                                                                                                                                  • Figure 93: RoI consumer typologies, by demographics, 2010,
                                                                                                                                                                                                • NI cluster groups
                                                                                                                                                                                                  • Figure 94: NI consumer typologies, 2010,
                                                                                                                                                                                                  • Figure 95: NI consumer typologies, 2010

                                                                                                                                                                                              Companies Covered

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                                                                                                                                                                                              Clothing Retailing - Ireland - April 2011

                                                                                                                                                                                              £1,095.00 (Excl.Tax)