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Fashion Online - UK - April 2010

  • The slowdown in online fashion sales is forecast to make itself felt in 2010, as growth slows to 8%, taking the market to £4.27 billion. This is the slowest rate of increase since Mintel started monitoring the online fashion market.
  • The online fashion market has been driven above all by the rise in internet penetration, but in the past year, this has begun to stall at around 71% of adults. At the same time, the proportion of those actually shopping online has also seen its increase come close to a halt at just over 70%. Economic factors are also not in the market’s favour.
  • Men are not being drawn into buying online in the same way as women. Only one in five male internet users have bought from a fashion website against one in three women. This is particularly true of men aged under 25, with only 14% buying clothing online.
  • But there are some major positives. Significant improvement is going on in terms of service proposition, with more retailers introducing free and next-day deliveries as well as time slots. Improved photography, easier navigation and more advice and trend information are making shopping online more interesting, informative and fun.
  • There is a very positive reception for online fashion retailing. More than half (14m adults) think online shopping is easy and convenient and 11m say it has cut down the time they spend in stores. Eight million shop online to avoid the crowds in shops.
  • However, lack of trust is still a big problem. Some 12m prefer to see and feel an item of clothing before they buy it and 10m only buy from a small number of websites they trust. There is a huge disappointment factor, with almost 10m having bought an item of clothing that has not met expectations. This is higher among women, who are most likely to find that differences in sizing between brands mean they don’t know if clothes will fit.

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Table of contents

  1. Issues in the Market

      • Main themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • My(Shopping)Space
              • Try it before you buy it
              • Market in Brief

                • The online fashion market: reaching maturity?
                  • What might be slowing the market?
                    • What might help it grow?
                      • What do consumers think?
                        • Who are the market leaders?
                          • Where next?
                          • Internal Market Environment

                            • Key points
                              • Online fashion purchases rise further
                                • Figure 1: Top websites purchased from in the last three months, 2008-09
                              • Men like eBay, women prefer fashion specialists
                                • Figure 2: Leading types of online site purchased from in last three months, by gender, October 2009
                                • Figure 3: Purchasing from clothing or footwear websites in last three months, by gender and age, October 2009
                              • Internet fashion ‘high street’ almost complete
                                • Online customer experience improves further
                                  • M-commerce not ready for takeoff yet
                                  • Broader Market Environment

                                    • Key points
                                      • Upmarket ABs set to increase
                                        • Figure 4: Trends in adult population, by socio-economic group, 2004-14
                                      • Consumer expenditure set for slow recovery
                                        • Figure 5: GDP, PDI, and consumer expenditure, at constant 2009 prices, 2004-14
                                      • Clothing and footwear deflation set to continue
                                          • Figure 6: UK actual and projected price inflation, in clothing and footwear, 2005-15
                                        • Boom among 25-34s and 65+
                                          • Figure 7: Trends in the structure of the UK population, by gender and age, 2004-14
                                        • Internet penetration: growth comes to a halt
                                          • Figure 8: Percentage point change in internet penetration: by demographics, January 2008-January 2010
                                      • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Different ways of selling fashion online
                                                • Following the Twitterati
                                                  • Making multichannel operations work more smoothly
                                                    • Making an internet shop into a luxury online boutique
                                                      • ASOS builds its service proposition
                                                        • Creating trust among your customers
                                                          • Whetting fashionistas’ appetites with Polyvore
                                                          • Market in Context

                                                            • Key points
                                                              • Online retail share growth slows
                                                                • Figure 9: Online and total retail sales, at current prices (exc. VAT), 2005-10
                                                              • Fashion's share of online sales recovers
                                                                • Figure 10: Estimated online sales of clothing & footwear and total online retail sales, at current prices, (inc. VAT), 2005-10
                                                              • Online set to reach 10% of fashion spending
                                                                • Figure 11: Estimated online sales and total expenditure on clothing and footwear, at current prices, 2005-10
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Slowdown in internet penetration rise hits market growth
                                                                  • Figure 12: Online sales of clothing and footwear as % of total clothing and footwear sales, at current prices (inc VAT), 2004-15
                                                                  • Figure 13: Online sales of clothing & footwear as % of total clothing & footwear sales, at constant 2010 prices, 2004-15
                                                                • Factors incorporated in the forecast
                                                                • Brand Communication and Promotion

                                                                  • Key points
                                                                    • Advertising cut back in 2009
                                                                      • Figure 14: Main monitored media advertising spend on online fashion, 2005-09
                                                                      • Figure 15: Main monitored media advertising spend on fashion online, % of spend by media type, 2005-09
                                                                    • ASOS the leading advertiser
                                                                      • Figure 16: Main monitored media advertising spend on fashion online, by top 10 companies, 2005-09
                                                                    • Internet browsing habits
                                                                      • Figure 17: Visitors to apparel websites, top 20, March 2010
                                                                  • Channels of Distribution

                                                                    • Key points
                                                                      • Multichannel retailers have largest share
                                                                        • Figure 18: Estimated market share of online fashion sales, by channel, 2009
                                                                      • Shop Direct Group and Next are the market leaders
                                                                        • Figure 19: Estimated market share of online fashion market, by retailer, 2009
                                                                    • Companies and Products

                                                                      • Major players
                                                                        • ASOS
                                                                            • Figure 20: Profile of visitors to ASOS.com by age, March 2010
                                                                            • Figure 21: Total unique visitors to ASOS.com, 12 months to March 2010
                                                                          • Boden
                                                                              • Figure 22: Profile of visitors to Boden.co,uk by age, March 2010
                                                                              • Figure 23: Total unique visitors to Boden.co.uk, 12 months to March 2010
                                                                            • Figleaves
                                                                                • Figure 24: Profile of visitors to Figleaves.com, by age, March 2010
                                                                                • Figure 25: Total unique visitors to Figleaves.com, 12 months to March 2010
                                                                              • Shop Direct Group
                                                                                  • Figure 26: Profile of visitors to Shop Direct Group sites, by age, March 2010
                                                                                  • Figure 27: Total unique visitors to Littlewoods.com, 12 months to March 2010
                                                                                  • Figure 28: Total unique visitors to other Shop Direct Group websites, 12 months to March 2010
                                                                                • Marks & Spencer
                                                                                    • Figure 29: Profile of visitors to marksandspencer.com, by age, March 2010
                                                                                    • Figure 30: Total unique visitors to Marksandspencer.com, 12 months to March 2010
                                                                                  • N Brown
                                                                                      • Figure 31: Profile of visitors to N Brown websites, by age, March 2010
                                                                                      • Figure 32: Total unique visitors to N Brown websites, 12 months to March 2010
                                                                                    • Next
                                                                                        • Figure 33: Profile of visitors to next.co.uk, by age, March 2010
                                                                                        • Figure 34: Total unique visitors to next.co.uk, 12 months to March 2010
                                                                                      • Freemans Grattan Holdings
                                                                                          • Figure 35: Profile of visitors to Otto Group websites, by age, March 2010
                                                                                          • Figure 36: Total unique visitors to Otto Group websites, 12 months to March 2010
                                                                                        • Net-a-Porter
                                                                                            • Figure 37: Profile of visitors to net-a-porter.com, by age, March 2010
                                                                                            • Figure 38: Total unique visitors to net-a-porter.com, 12 months to March 2010
                                                                                        • Brand Elements

                                                                                          • Key points
                                                                                            • Brand map
                                                                                                • Figure 39: Attitudes towards and usage of online fashion brands, February 2010
                                                                                              • Brand qualities of online fashion brands
                                                                                                • Littlewoods most accessible, but ASOS on its tail
                                                                                                  • Figure 40: Personalities of various online fashion brands, February 2010
                                                                                                • Experience of online fashion brands
                                                                                                  • Littlewoods most used, but losing ground to ASOS
                                                                                                    • Figure 41: Consumer usage of various online fashion brands, February 2010
                                                                                                  • Brand consideration for online fashion brands
                                                                                                    • ASOS most appealing
                                                                                                      • Figure 42: Consideration of various online fashion brands, February 2010
                                                                                                    • Brand satisfaction for online fashion brands
                                                                                                      • ASOS offers best experience, Littlewoods and Freemans a let-down
                                                                                                        • Figure 43: Satisfaction with various online fashion brands, February 2010
                                                                                                      • Brand commitment to online fashion brands
                                                                                                        • Littlewoods and Freemans losing users
                                                                                                          • Figure 44: Commitment to various online fashion brands, February 2010
                                                                                                        • Brand intentions for online fashion brands
                                                                                                          • ASOS has best retention
                                                                                                            • Figure 45: Future usage intentions for various online fashion brands, February 2010
                                                                                                          • Brand recommendation for online fashion brands
                                                                                                            • ASOS most worth shouting about
                                                                                                              • Figure 46: Recommendation of various online fashion brands, February 2010
                                                                                                            • Littlewoods.com
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 47: Attitudes towards the Littlewoods.com brand, February 2010
                                                                                                              • Strengths
                                                                                                                • Room for improvement
                                                                                                                  • Figleaves.com
                                                                                                                    • What the consumer thinks
                                                                                                                      • Figure 48: Attitudes towards the Figleaves.com brand, February 2010
                                                                                                                    • Strengths
                                                                                                                      • Room for improvement
                                                                                                                        • Net-a-Porter.com
                                                                                                                          • What the consumer thinks
                                                                                                                            • Figure 49: Attitudes towards the Net-a-Porter.com brand, February 2010
                                                                                                                          • Strengths
                                                                                                                            • Room for improvement
                                                                                                                              • ASOS.com
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 50: Attitudes towards the ASOS.com brand, February 2010
                                                                                                                                • Strengths
                                                                                                                                  • Room for improvement
                                                                                                                                  • Who Buys Fashion Online?

                                                                                                                                    • Key points
                                                                                                                                        • Figure 51: Attitudes towards shopping and browsing for clothes online, February 2010
                                                                                                                                        • Figure 52: Shopping online for clothes, February 2010
                                                                                                                                      • Nine out of ten online shoppers have bought clothing
                                                                                                                                        • Women buy more clothes in store than online
                                                                                                                                          • Many men still shun online fashion
                                                                                                                                          • Where They Buy Clothing

                                                                                                                                            • Key points
                                                                                                                                              • Multichannel retailers
                                                                                                                                                • Figure 53: Types of outlet used to buy clothes in the last 12 months, February 2010
                                                                                                                                              • Next leader among multichannel retailers
                                                                                                                                                • Young families shop at Next
                                                                                                                                                  • M&S more attractive to 35-44s online
                                                                                                                                                    • Under-25s and students like mid-market fashion stores
                                                                                                                                                      • Department stores attract 25-34s
                                                                                                                                                        • Sports stores popular with under-35s
                                                                                                                                                          • Grocers and higher-priced fashion stores attracting young families
                                                                                                                                                            • Male, 25-34 broadsheet readers go for outdoor clothing chains
                                                                                                                                                              • Value clothing retailers a hit with the youngest consumers
                                                                                                                                                                • Online specialists
                                                                                                                                                                  • Figure 54: Websites used to buy clothes, February 2010
                                                                                                                                                                • Auction sites lead among direct operators
                                                                                                                                                                  • Women and 25-34s like auction sites
                                                                                                                                                                    • ASOS a big hit with under-25s and women
                                                                                                                                                                      • Women and families drawn to La Redoute and Grattan
                                                                                                                                                                        • N Brown needs more male shoppers
                                                                                                                                                                          • Boden conforms to ‘Boden Mum’ stereotype
                                                                                                                                                                            • Significant potential from ‘never bought’ audience
                                                                                                                                                                            • Attitudes Towards Buying Clothing Online

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Reasons to buy online
                                                                                                                                                                                  • Figure 55: Attitudes towards shopping online for clothes, February 2010
                                                                                                                                                                                • Convenience the main appeal
                                                                                                                                                                                  • Appeal of convenience consistent
                                                                                                                                                                                    • Older consumers clearer about what they want
                                                                                                                                                                                      • Youngest consumers are free spenders
                                                                                                                                                                                        • Speed, ease and convenience
                                                                                                                                                                                          • Figure 56: Attitudes towards shopping online for clothes, by those who buy more online than in store, February 2010
                                                                                                                                                                                        • Barriers to shopping online
                                                                                                                                                                                          • Figure 57: Attitudes towards shopping online for clothes, February 2010
                                                                                                                                                                                        • Lack of trust in online a problem
                                                                                                                                                                                          • Youngest are the most distrusting
                                                                                                                                                                                            • Women encounter online problems
                                                                                                                                                                                              • Young have delivery and return difficulties
                                                                                                                                                                                                  • Figure 58: Attitudes towards shopping online for clothes, by those who buy more in store than online, February 2010
                                                                                                                                                                                              • Repertoire, Shopping by Attitude and Target Groups

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Shopper repertoires
                                                                                                                                                                                                    • Almost a third have yet to buy
                                                                                                                                                                                                      • Figure 59: Repertoire of websites used to buy clothes, February 2010
                                                                                                                                                                                                    • Where people shop, by attitudes
                                                                                                                                                                                                      • Target groups
                                                                                                                                                                                                        • Figure 60: Target groups for online fashion, February 2010
                                                                                                                                                                                                      • Net Neutrals
                                                                                                                                                                                                        • Easy Surfers
                                                                                                                                                                                                          • No More Stores
                                                                                                                                                                                                            • Web Wary
                                                                                                                                                                                                            • Appendix – Who Buys Fashion Online?

                                                                                                                                                                                                                • Figure 61: Attitudes towards shopping and browsing for clothes online, by demographics, February 2010
                                                                                                                                                                                                            • Appendix – Where They Shop

                                                                                                                                                                                                                • Figure 62: Most popular types of online outlet used to buy clothes in the last 12 months, by demographics, February 2010
                                                                                                                                                                                                                • Figure 63: Next most popular types of online outlet used to buy clothes in the last 12 months, by demographics, February 2010 (continued)
                                                                                                                                                                                                                • Figure 64: Most popular websites used to buy clothes, by demographics, February 2010
                                                                                                                                                                                                                • Figure 65: Next most popular websites used to buy clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                                • Figure 66: Other websites used to buy clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                            • Appendix – Consumer Attitudes

                                                                                                                                                                                                                • Figure 67: Most popular statements on shopping online for clothes, by demographics, February 2010
                                                                                                                                                                                                                • Figure 68: Next most popular statements on shopping online for clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                                • Figure 69: Other statements on shopping online for clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                                • Figure 70: Most popular attitudes towards shopping online for clothes, by demographics, February 2010
                                                                                                                                                                                                                • Figure 71: Next most popular attitudes towards shopping online for clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                                • Figure 72: Other attitudes towards shopping online for clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                            • Appendix – Target Groups and Further Analysis

                                                                                                                                                                                                                • Figure 73: Statements on shopping online for clothes and attitudes towards shopping online for clothes, by target groups, February 2009
                                                                                                                                                                                                                • Figure 74: Target groups, by demographics, February 2009
                                                                                                                                                                                                                • Figure 75: Websites used to buy clothes, by target groups, February 2010
                                                                                                                                                                                                                • Figure 76: Attitudes towards shopping and browsing for clothes online, February 2010
                                                                                                                                                                                                                • Figure 77: Statements on shopping online for clothes, February 2010
                                                                                                                                                                                                                • Figure 78: Repertoire of types of online outlet used to buy clothes in the last 12 months, February 2010
                                                                                                                                                                                                                • Figure 79: Repertoire of types of online outlet used to buy clothes in the last 12 months, by types of online outlet used to buy clothes in the last 12 months, February 2010
                                                                                                                                                                                                                • Figure 80: Repertoire of types of online outlet used to buy clothes in the last 12 months, by demographics, February 2010
                                                                                                                                                                                                                • Figure 81: Repertoire of websites used to buy clothes, February 2010
                                                                                                                                                                                                                • Figure 82: Repertoire of websites used to buy clothes, by websites used to buy clothes, February 2010
                                                                                                                                                                                                                • Figure 83: Repertoire of websites used to buy clothes, by demographics, February 2010
                                                                                                                                                                                                                • Figure 84: Types of outlet used to buy clothes in the last 12 months, by most popular statements on shopping online for clothes, February 2010
                                                                                                                                                                                                                • Figure 85: Types of outlet used to buy clothes in the last 12 months, by next most popular statements on shopping online for clothes, February 2010 (continued)
                                                                                                                                                                                                                • Figure 86: Types of outlet used to buy clothes in the last 12 months, by other statements on shopping online for clothes, February 2010 (continued)
                                                                                                                                                                                                                • Figure 87: Types of outlet used to buy clothes in the last 12 months, by most popular attitudes towards shopping online for clothes, February 2010
                                                                                                                                                                                                                • Figure 88: Types of outlet used to buy clothes in the last 12 months, by next most popular attitudes towards shopping online for clothes, February 2010 (continued)
                                                                                                                                                                                                                • Figure 89: Types of outlet used to buy clothes in the last 12 months, by other attitudes towards shopping online for clothes, February 2010 (continued)

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Adidas
                                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                            • ASOS
                                                                                                                                                                                                            • Banana Republic
                                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                            • Calvin Klein, Inc.
                                                                                                                                                                                                            • Debenhams Total (GTV)
                                                                                                                                                                                                            • Dolce & Gabbana
                                                                                                                                                                                                            • Dorothy Perkins old
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • Gap Inc
                                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                                            • H&M Hennes & Mauritz
                                                                                                                                                                                                            • Harvey Nichols UK
                                                                                                                                                                                                            • House of Fraser Plc
                                                                                                                                                                                                            • JD Sports Fashion plc
                                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                                            • Mamas & Papas Ltd
                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                            • Matalan Ltd
                                                                                                                                                                                                            • Next Group
                                                                                                                                                                                                            • Nike
                                                                                                                                                                                                            • Primark Stores Ltd
                                                                                                                                                                                                            • Ralph Lauren Ltd
                                                                                                                                                                                                            • Scala Collections Ltd
                                                                                                                                                                                                            • Shop Direct Group
                                                                                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                                                                                            • Ted Baker
                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                            • The TJX Companies
                                                                                                                                                                                                            • Tommy Hilfiger Corporation
                                                                                                                                                                                                            • Topshop old
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                                                            • Virgin Mobile
                                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                            Fashion Online - UK - April 2010

                                                                                                                                                                                                            US $2,583.33 (Excl.Tax)