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Clothing Retailing - Ireland - October 2016

“Value retailers such as Penneys/Primark continue to perform exceptionally well as they have done in the last five years, however, looking ahead the growing online market threatens to pull consumers out of the store and towards online shopping. Value retailers risk being left behind in the absence of an online presence which may prove detrimental to sales.”
– Emma McGeown, Research Analyst

This report answers the following key questions:

  • How is the market expected to perform in 2016/17?
  • What are the top clothing retailers used by Irish consumers?
  • How is the online shopping market faring?
  • How can brands entice consumers in-store rather than online?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated market value of Irish clothing retailing market, by sector, IoI, 2015
            • Figure 2: Estimated market value of online spending as a percentage of total spending on clothing, IoI, 2015
          • Forecast
            • Figure 3: Estimated market value of Irish clothing retailing market (excluding footwear and accessories), RoI and NI, 2011-21
          • Market factors
            • Clothing prices remain low
              • Healthy finances on the rise
                • Irish consumers seek ethical retailers
                  • Demand for more discount shopping online
                    • More shopping in vintage retailers
                      • Companies and innovations
                        • The consumer
                          • Figure 4: Retailers shopped in for clothes in the last 12 months, in-store and online, NI and RoI, August 2016
                          • Figure 5: Retailers shopped in for clothes in the last 12 months, in-store and online, NI and RoI, August 2016
                          • Figure 6: Online retailers shopped in for clothes in the last 12 months, NI and RoI, August 2016
                          • Figure 7: Consumers who have returned clothes that they have bought online or in-store in the last 12 months, NI and RoI, June 2016
                          • Figure 8: Reasons why consumers returned clothing they bought from an in-store outlet in the last 12 months, NI and RoI, August 2016
                          • Figure 9: Reasons why consumers returned clothing they bought from an online outlet in the last 12 months, NI and RoI, August 2016
                        • Irish consumers seek more online shopping from value retailers
                          • Figure 10: Consumer agreement with statements related to clothing retailing, NI and RoI, August 2016
                        • What we think
                        • Issues and Insights

                          • How is the market expected to perform in 2016/17?
                            • The facts
                              • The implications
                                • What are the top clothing retailers used by Irish consumers?
                                  • The facts
                                    • The implications
                                      • How is the online shopping market faring?
                                        • The facts
                                          • The implications
                                            • How can brands entice consumers in-store rather than online?
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Clothing market estimated to see 1.6% growth in 2016
                                                    • Clothing prices remain low
                                                      • Healthy finances on the rise
                                                        • Irish consumers seek ethical retailers
                                                          • Demand for more discount shopping online
                                                            • More shopping in vintage retailers
                                                            • Market Size and Forecast

                                                              • Clothing market forecast for 1.6% growth in 2016
                                                                • Figure 11: Estimated market value of Irish clothing retailing market (excluding footwear and accessories), IoI, RoI and NI, 2011-21
                                                                • Figure 12: Estimated market value of Irish clothing retailing market (excluding footwear and accessories), RoI and NI, 2011-21
                                                                • Figure 13: Pound to euro exchange rate measured on the 1st of every month, in euros, October 2015-October 2016
                                                              • Value retailers see 17% growth between 2011 and 2015
                                                                • Figure 14: Estimated market value of Irish clothing retailing market, by sector, IoI, 2011-15
                                                              • Womenswear remains the top sector
                                                                • Figure 15: Estimated market value of Irish clothing retailing market, by sector, IoI, 2011-16
                                                              • Online spending accounts for 12% of total clothing sales
                                                                • Figure 16: Estimated market value of online spending as a percentage of total spending on clothing, IoI, 2015
                                                            • Market Drivers

                                                              • Cyclical clothing prices attributable to sales
                                                                • Figure 17: Consumer price index, all items vs clothing and footwear, RoI, July 2015-August 2016
                                                                • Figure 18: Consumer price index, all items vs clothing and footwear, NI, July 2015-August 2016
                                                              • Consumer finances more healthy
                                                                • Figure 19: How consumers rate their current financial situation, NI and RoI, August 2015 and August 2016
                                                              • Brexit leaving consumers uneasy about future spending ability
                                                                • Figure 20: How consumers feel about their future personal situation after the results of Brexit, NI and RoI, August 2016
                                                              • Irish consumers seek ethical retailers
                                                                • Figure 21: Agreement with statements relating to clothing retailers, NI and RoI, August 2016
                                                              • Online shopping continues to grow
                                                                • Figure 22: Consumers who have bought clothing/footwear/accessories online in the last 12 months, by device, NI and RoI, February 2016
                                                                • Figure 23: Agreement with the statement ‘I would like to see more discount/ value clothing retailers offer online shopping services (eg Primark/Penneys)’, NI and RoI, June 2016
                                                              • ‘Thrifty’ shopping has never been more popular
                                                                • Figure 24: Agreement with the statement ‘I have shopped in vintage clothing/second-hand/ charity shops for clothes in the last 12 months’, by gender and social class, NI and RoI, June 2016
                                                            • Key Players and Innovations – What You Need to Know

                                                              • AR modelling could boost online clothing shopping
                                                                • Back to the Future-inspired footwear
                                                                  • Offering fashion to dogs
                                                                    • Solar-powered fabrics
                                                                    • Who’s Innovating?

                                                                      • Augmented reality used in changing rooms
                                                                        • Integrating technology into clothing
                                                                          • Offering fashion to dogs
                                                                            • Warming up in winter months
                                                                            • Company Profiles

                                                                              • Arcadia Group
                                                                                • Key facts
                                                                                  • Recent developments
                                                                                    • Asda
                                                                                      • Key facts
                                                                                        • Recent developments
                                                                                          • ASOS
                                                                                            • Key facts
                                                                                              • Recent developments
                                                                                                • Benetton Group
                                                                                                  • Key facts
                                                                                                    • Recent developments
                                                                                                      • Debenhams
                                                                                                        • Key facts
                                                                                                          • Recent developments
                                                                                                            • Dunnes
                                                                                                              • Key facts
                                                                                                                • Recent developments
                                                                                                                  • H&M
                                                                                                                    • Key facts
                                                                                                                      • Recent developments
                                                                                                                        • Inditex Group
                                                                                                                          • Key facts
                                                                                                                            • Recent developments
                                                                                                                              • M&S
                                                                                                                                • Key facts
                                                                                                                                  • Recent developments
                                                                                                                                    • Next
                                                                                                                                      • Key facts
                                                                                                                                        • Recent developments
                                                                                                                                          • Primark/Penneys
                                                                                                                                            • Key facts
                                                                                                                                              • Recent developments
                                                                                                                                                • Tesco
                                                                                                                                                  • Key facts
                                                                                                                                                    • Recent developments
                                                                                                                                                      • River Island
                                                                                                                                                        • Key facts
                                                                                                                                                          • Recent developments
                                                                                                                                                            • TK Maxx
                                                                                                                                                              • Key facts
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Online-only retailers
                                                                                                                                                                    • Amazon
                                                                                                                                                                      • Key facts
                                                                                                                                                                        • Recent developments
                                                                                                                                                                          • eBay
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • Recent developments
                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                • In-store clothes shopping remains more popular
                                                                                                                                                                                  • Poor fit leads to most clothing returns
                                                                                                                                                                                    • Tailoring in-store appeals to half of Irish consumers
                                                                                                                                                                                    • The Consumer – Usage of Clothing Retailers

                                                                                                                                                                                        • In-store shopping still preferred over online
                                                                                                                                                                                            • Figure 25: Retailers shopped in for clothes in the last 12 months, in-store and online, NI and RoI, August 2016
                                                                                                                                                                                          • Penneys/Primark is the top clothing retailer
                                                                                                                                                                                              • Figure 26: Consumers who have bought clothes in Penneys/Primark in the last 12 months, in-store, NI and RoI, August 2015-August 2016
                                                                                                                                                                                              • Figure 27: Consumers who have bought clothes in Penneys/Primark in the last 12 months, in-store, by gender and age, NI and RoI, August 2016
                                                                                                                                                                                            • Tesco is the top supermarket for buying clothes
                                                                                                                                                                                              • Figure 28: Supermarkets that consumers have bought clothes from in-store in the last 12 months
                                                                                                                                                                                              • Figure 29: Consumers who have bought clothes in Tesco in the last 12 months, in-store, by gender and age of children, NI and RoI, August 2015
                                                                                                                                                                                            • M&S favoured by older consumers
                                                                                                                                                                                              • Figure 30: Consumers who have bought clothes in M&S in the last 12 months, in-store, by gender and age, NI and RoI, August 2015
                                                                                                                                                                                            • Sports stores increase in popularity
                                                                                                                                                                                                • Figure 31: Consumers who have bought clothes in a sports shop (eg Sports Direct) in the last 12 months, in-store, by gender and age, NI and RoI, August 2015
                                                                                                                                                                                              • Amazon top retailer for online shopping
                                                                                                                                                                                                • Figure 32: Online-only retailers that consumers have bought clothes online from in the last 12 months, NI and RoI, June 2016
                                                                                                                                                                                            • The Consumer – Reasons for Clothing Returns

                                                                                                                                                                                                • Similar number of returns in-store and online for NI consumers
                                                                                                                                                                                                  • Figure 33: Consumers who have returned clothes that they have bought online or in-store in the last 12 months, NI and RoI, June 2016
                                                                                                                                                                                                • Women more likely to return in-store clothes as they didn’t suit them
                                                                                                                                                                                                  • Figure 34: Reasons why consumers returned clothing they bought from an in-store outlet in the last 12 months, NI and RoI, August 2015
                                                                                                                                                                                                  • Figure 35: Consumers who have returned clothing they bought in-store in the last 12 months because the garments did not suit them, by gender, NI and RoI, August 2015
                                                                                                                                                                                                • Poor fitting has more than half of consumers returning clothes online
                                                                                                                                                                                                  • Figure 36: Reasons why consumers returned clothing they bought from an online outlet in the last 12 months, NI and RoI, August 2015
                                                                                                                                                                                              • The Consumer – Attitudes towards Clothing Retailing

                                                                                                                                                                                                  • More would like to see discounters offering online shopping
                                                                                                                                                                                                    • Figure 37: Consumer agreement with statements related to clothing retailing, NI and RoI, August 2016
                                                                                                                                                                                                  • Tailoring in-store appeals to half of Irish consumers
                                                                                                                                                                                                    • Figure 38: Agreement with the statement ‘I would be willing to pay for an in-store tailoring/repair service to adjust clothing’, by gender, NI and RoI, August 2016
                                                                                                                                                                                                  • In-store beauty bar appeals to women
                                                                                                                                                                                                    • Figure 39: Agreement with the statement ‘I would be interested in using a beauty/grooming bar/kiosk in clothing retailing stores (eg threading, waxing, make-up application, Turkish shaving)’, by gender and age, NI and RoI, August 2016
                                                                                                                                                                                                  • Half of Irish consumers wearing sports clothes for non-sports use
                                                                                                                                                                                                    • Figure 40: Agreement with the statement ‘I typically only buy sportswear for use in sporting activities/ gym use’, NI and RoI, August 2016
                                                                                                                                                                                                    • Figure 41: Disagreement with the statement ‘I typically only buy sportswear for use in sporting activities/ gym use’, by gender and age, NI and RoI, August 2016
                                                                                                                                                                                                  • Gender-neutral clothing appeals to over a quarter of Irish
                                                                                                                                                                                                    • Figure 42: Agreement with the statement ‘I would be interested in seeing more gender-neutral clothing ranges in-store (eg Jaden Smith range)’, by gender and age, NI and RoI, August 2016
                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                  • Definition
                                                                                                                                                                                                    • Data sources
                                                                                                                                                                                                      • Generational cohorts
                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                        • The Appendix – The Consumer

                                                                                                                                                                                                          • NI Toluna data
                                                                                                                                                                                                            • Figure 43: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 44: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 45: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 46: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 47: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 48: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 49: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 50: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 51: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 52: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 53: If consumers have returned clothes that they have bought in-store in the last 12 months, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 54: If consumers have returned clothes that they have bought online in the last 12 months, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 55: Reasons why consumers returned clothing they bought from an in-store outlet in the last 12 months, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 56: Reasons why consumers returned clothing they bought from an in-store outlet in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 57: Reasons why consumers returned clothing they bought from an online outlet in the last 12 months, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 58: Reasons why consumers returned clothing they bought from an online outlet in the last 12 months, by demographics, NI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 59: Agreement with the statement ‘I struggle to find my size in many clothing stores’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 60: Agreement with the statement ‘I would be more likely to shop in stores that offer a free measuring service’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 61: Agreement with the statement ‘I would be willing to pay for an in-store tailoring/repair service to adjust clothing’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 62: Agreement with the statement ‘I would be interested in seeing more gender-neutral clothing ranges in-store (eg Jaden Smith range)’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 63: Agreement with the statement ‘I have purchased more sportswear in the last 12 months compared to previous years’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 64: Agreement with the statement ‘I typically only buy sportswear for use in sporting activities/ gym use’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 65: Agreement with the statement ‘Comfort is more important to me than style/fashion’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 66: Agreement with the statement ‘I would like more transparency from clothing retailers on where they source their clothing/materials’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 67: Agreement with the statement ‘I would be willing to shop more often at clothing retailers that are seen to treat their employees fairly (eg living wage, secured pensions)’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 68: Agreement with the statement ‘I would be interested in using a beauty/grooming bar/kiosk in clothing retailing stores (eg threading, waxing, make-up application, Turkish shaving)’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 69: Agreement with the statement ‘I have shopped in vintage clothing/second-hand/ charity shops for clothes in the last 12 months’, by demographics, NI, June 2016
                                                                                                                                                                                                            • Figure 70: Agreement with the statement ‘I would like to see more discount/ value clothing retailers offer online shopping services (eg Primark/Penneys)’, by demographics, NI, June 2016
                                                                                                                                                                                                          • RoI Toluna data
                                                                                                                                                                                                            • Figure 71: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 72: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 73: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 74: Retailers that consumers have bought clothes from in-store in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 75: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 76: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 77: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 78: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 79: Retailers that consumers have bought clothes from online in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 80: If consumers have returned clothes that they have bought in-store in the last 12 months, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 81: If consumers have returned clothes that they have bought online in the last 12 months, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 82: Reasons why consumers returned clothing they bought from an in-store outlet in the last 12 months, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 83: Reasons why consumers returned clothing they bought from an in-store outlet in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 84: Reasons why consumers returned clothing they bought from an online outlet in the last 12 months, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 85: Reasons why consumers returned clothing they bought from an online outlet in the last 12 months, by demographics, RoI, June 2016 (continued)
                                                                                                                                                                                                            • Figure 86: Agreement with the statement ‘I struggle to find my size in many clothing stores’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 87: Agreement with the statement ‘I would be more likely to shop in stores that offer a free measuring service’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 88: Agreement with the statement ‘I would be willing to pay for an in-store tailoring/repair service to adjust clothing’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 89: Agreement with the statement ‘I would be interested in seeing more gender-neutral clothing ranges in-store (eg Jaden Smith range)’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 90: Agreement with the statement ‘I have purchased more sportswear in the last 12 months compared to previous years’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 91: Agreement with the statement ‘I typically only buy sportswear for use in sporting activities/ gym use’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 92: Agreement with the statement ‘Comfort is more important to me than style/fashion’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 93: Agreement with the statement ‘I would like more transparency from clothing retailers on where they source their clothing/materials’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 94: Agreement with the statement ‘I would be willing to shop more often at clothing retailers that are seen to treat their employees fairly (eg living wage, secured pensions)’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 95: Agreement with the statement ‘I would be interested in using a beauty/grooming bar/kiosk in clothing retailing stores (eg threading, waxing, make-up application, Turkish shaving)’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 96: Agreement with the statement ‘I have shopped in vintage clothing/second-hand/ charity shops for clothes in the last 12 months’, by demographics, RoI, June 2016
                                                                                                                                                                                                            • Figure 97: Agreement with the statement ‘I would like to see more discount/ value clothing retailers offer online shopping services (eg Primark/Penneys)’, by demographics, RoI, June 2016

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                        Clothing Retailing - Ireland - October 2016

                                                                                                                                                                                                        US $1,417.92 (Excl.Tax)