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Designer Fashion - UK - November 2015

“Designer fashion brands need to increasingly look at ways of attracting a new younger demographic of Millennials who aspire to buy their brands, without losing the exclusivity that is part of the appeal of owning a designer label. There is potential to launch less expensive sub-brands and to expand fashion accessory ranges to include items such as smartphone and iPad cases and headphones that are popular among young people.”
– Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

  • What is driving sales of designer fashion?
  • How is online changing the designer fashion market?
  • What can designer fashion brands do to encourage purchasing?

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Table of contents

  1. Overview

      • Products covered in this report
      • Executive Summary

          • Decline in Chinese tourists but not in spend
            • Figure 1: % change of inbound tourism to the UK, by world region, for the rolling 12 months Aug 2014-Jul 2015 compared with Aug 2013- Jul 2014
          • Gucci has the strongest brand image, while Michael Kors is highly recommended
            • Figure 2: Attitudes towards and usage of selected fashion brands, September 2015
          • Catwalk shows are made instantly shoppable
            • Young men are the main designer clothes buyers
              • Figure 3: Types of designer fashion items purchased in the last three years, September 2015
            • Department stores favourite for designer fashion
              • Figure 4: Types of store designer fashion is bought from, September 2015
            • Women treat themselves to designer fashion
              • Figure 5: Reasons for buying designer fashion, September 2015
            • Importance of unique designs
              • Figure 6: What would encourage consumers to buy designer fashion, September 2015
            • Appealing to aspirational Millennial shoppers
              • Figure 7: Attitudes towards designer fashion, September 2015
            • Women want to wear Gucci and Prada
              • Figure 8: Most desirable designer fashion brands for clothing, September 2015
            • Michael Kors is the handbag brand of choice among under-25s
              • Figure 9: Most desirable designer fashion brands for handbags, September 2015
            • What we think
            • Issues and Insights

              • What is driving sales of designer fashion?
                • The facts
                  • The implications
                    • How is online changing the designer fashion market?
                      • The facts
                        • The implications
                          • What can designer fashion brands do to encourage purchasing?
                            • The facts
                              • The implications
                              • Market Drivers

                                • Tourism figures
                                  • Figure 10: % change of inbound tourism to the UK, by world region, for the rolling 12 months Aug 2014-Jul 2015 compared with Aug 2013- Jul 2014
                                • French are the main visitors to the UK
                                  • Figure 11: Top 20 countries by volume of visits to the UK, 2014
                                • Americans are the top spenders
                                  • Figure 12: Top 20 countries ranked by amount spent when visiting the UK, 2014
                                • Currency changes
                                  • Figure 13: Sterling exchange rate versus selected currencies, annual averages, 2011-14 and spot rate October 2015
                                  • Figure 14: Sterling exchange rate versus selected currencies, percentage change, 2011-15*
                                • Shopping accounts for 25% of all overseas tourism spend
                                  • Opportunities from older Millennials
                                    • Figure 15: Trends in the age structure of the UK population, 2010-20
                                  • C2s are most active designer buyers
                                    • Obesity
                                    • Key Players – What You Need to Know

                                      • Catwalk shows use latest technology
                                        • Use of social media for ads
                                          • Personalised products at Burberry
                                            • Alexander McQueen has standout appeal
                                              • Michael Kors is highly recommended
                                                • Burberry tops the advertising expenditure
                                                • Innovations and Launch Activity

                                                  • Catwalk shows are made instantly shoppable
                                                    • Figure 16: The near-field communication (NFC)-enabled ring used to purchase directly from the Henry Holland A/W 2015 catwalk
                                                  • Personalised products at Burberry
                                                    • Figure 17: The new gifting area at Burberry’s flagship London store
                                                  • Designer brands expand outside of London
                                                    • Use of social media for ads
                                                      • Harrods takes over menswear
                                                        • Designers put on shows outside of fashion week
                                                          • Figure 18: Burberry’s London in Los Angeles show, April 2015
                                                      • Brand Research

                                                          • What you need to know
                                                            • Brand map
                                                              • Figure 19: Attitudes towards and usage of selected fashion brands, September 2015
                                                            • Key brand metrics
                                                              • Figure 20: Key metrics for selected designer fashion brands, September 2015
                                                            • Brand attitudes: Vivienne Westwood and Alexander McQueen set trends
                                                              • Figure 21: Attitudes, by fashion brand, September 2015
                                                            • Brand personality: Michael Kors is seen as fun
                                                              • Figure 22: Brand personality – macro image, September 2015
                                                            • D&G seen as stylish
                                                              • Figure 23: Brand personality – micro image, September 2015
                                                            • Brand analysis
                                                              • Gucci worth paying more for
                                                                • Figure 24: User profile of Gucci, September 2015
                                                              • Michael Kors is highly recommended
                                                                • Figure 25: User profile of Michael Kors, September 2015
                                                              • DKNY seen as most accessible
                                                                • Figure 26: User profile of DKNY, September 2015
                                                              • Dolce & Gabbana seen as overrated
                                                                • Figure 27: User profile of Dolce & Gabbana, September 2015
                                                              • Burberry viewed as a classic
                                                                • Figure 28: User profile of Burberry, September 2015
                                                              • Alexander McQueen has high standout appeal
                                                                • Figure 29: User profile of Alexander McQueen, September 2015
                                                              • Vivienne Westwood seen as cutting-edge
                                                                • Figure 30: User profile of Vivienne Westwood, September 2015
                                                              • Stella strong links with ethics
                                                                • Figure 31: User profile of Stella McCartney, September 2015
                                                            • Brand Communication and Promotion

                                                              • Burberry tops the advertising expenditure
                                                                • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on fashion by leading designers, 2011-15
                                                              • Press advertising dominates
                                                                • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on fashion by the leading designers, by media type, 2011-15
                                                            • The Consumer – What You Need to Know

                                                              • Young men are the main designer clothes buyers
                                                                • Half buy online
                                                                  • Women treat themselves to designer fashion
                                                                    • Importance of unique designs
                                                                      • Using customer service to drive purchasing
                                                                        • Appealing to aspirational Millennial shoppers
                                                                          • Discounting impacts luxury market
                                                                            • Women want to wear Gucci and Prada
                                                                              • Michael Kors is the brand of choice among under-25s
                                                                              • What Designer Fashion Items People Buy

                                                                                • Young men are the main designer clothes buyers
                                                                                    • Figure 34: Types of designer fashion items purchased in the last three years, September 2015
                                                                                  • Three in ten women buy designer fashion accessories
                                                                                      • Figure 35: Types of designer fashion items purchased in the last three years, by gender, September 2015
                                                                                    • A trend for designer trainers
                                                                                        • Figure 36: Types of designer fashion items purchased in the last three years, by age group, September 2015
                                                                                      • Older Millennials are most active buyers
                                                                                        • Figure 37: Repertoire of types of designer fashion items purchased in the last three years, September 2015
                                                                                      • Interest in designer fashion outside of London
                                                                                      • Where Designer Fashion is Purchased

                                                                                        • Department stores favourite for designer fashion
                                                                                            • Figure 38: Types of store designer fashion is bought from, September 2015
                                                                                          • Half buy online
                                                                                              • Figure 39: Types of store designer fashion is bought from, by gender, September 2015
                                                                                          • Reasons for Buying Designer Fashion

                                                                                            • Women treat themselves to designer fashion
                                                                                                • Figure 40: Reasons for buying designer fashion, September 2015
                                                                                              • Getting the perfect fit
                                                                                                • Young men attracted by quality of designer brands
                                                                                                  • Figure 41: Reasons for buying designer fashion, by gender, September 2015
                                                                                                • C2s buy designer to stand out from the crowd
                                                                                                  • Figure 42: Reasons for buying designer fashion, by socio-economic group, September 2015
                                                                                              • Encouraging Purchasing of Designer Fashion

                                                                                                • Young women drawn to unique designs
                                                                                                  • Figure 43: What would encourage consumers to buy designer fashion, September 2015
                                                                                                • Using customer service to drive purchasing
                                                                                                  • British-made designer fashion
                                                                                                  • Attitudes towards Designer Fashion

                                                                                                    • Appealing to aspirational Millennial shoppers
                                                                                                        • Figure 44: Attitudes towards designer fashion, September 2015
                                                                                                      • Maintaining exclusivity
                                                                                                        • Discounting impacts luxury market
                                                                                                        • Most Desirable Designer Fashion Brands

                                                                                                          • Men desire to dress in Armani and Ralph Lauren
                                                                                                            • Women want to wear Gucci and Prada
                                                                                                              • Figure 45: Most desirable designer fashion brands for clothing, September 2015
                                                                                                            • Michael Kors is the handbag brand of choice among under-25s
                                                                                                                • Figure 46: Most desirable designer fashion brands for handbags, September 2015
                                                                                                              • Young men aspire to Rolex, while young women want a Kors
                                                                                                                • Figure 47: Most desirable designer fashion brands for watches, September 2015
                                                                                                            • Data Sources and Abbreviations

                                                                                                              • Data sources
                                                                                                                • Abbreviations

                                                                                                                Companies Covered

                                                                                                                • Mulberry Group

                                                                                                                Designer Fashion - UK - November 2015

                                                                                                                £1,995.00 (Excl.Tax)