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Fashion Online - UK - August 2009

Despite the economic downturn, the online fashion market continues to boom. Mintel forecasts it will reach £4.1 billion in 2009, up by 26% on 2008. Fashion retailers’ websites are now the favourite destination for online shopping, whereas in October 2008 and January 2009, books were the most popular category.

The market is still extremely dynamic, with recent new internet launches by retailers such as Asda (George), TK Maxx and Matalan. Further launches are planned for 2009 and 2010, including Sainsbury's, Tesco and Selfridges. Existing retailers like Asos.com and Johnlewis.com are widening their product ranges as well.

However, there are signs that growth may be slowing from 2008’s boom levels of 38%, as the economic downturn hits consumer spending and internet penetration levels off. The future for the market is therefore one of further growth, but of considerably greater numbers of retailers fighting it out for a share of online spending.

For already existing players in online fashion, the influx of new competitors may be helping to grow the size of the market, but it is also diluting their shares. They face the question of how to tune in to the wants and needs of their particular audiences by improving their websites and its services. The message from this report is that those requirements will vary dramatically according to age, gender and even a person’s consumption ‘mode’ (eg, are they in a hurry or shopping for leisure).

Main themes

  • How big is the market and what are its prospects for growth in the future?

  • What are the key factors driving growth in the market?

  • What are the most important innovations by retailers in this sector?

  • Who are the leading players in online fashion and how are they growing their businesses?

  • Which consumers are taking to online shopping and which ones find it less appealing?

  • What is their experience of online fashion shopping?

  • What do they like or not like about retailers’ websites?

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Table of contents

  1. Issues in the Market

      • Main themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Living offline (trend from Inspire)
              • Keeping the 25-34s happy
                • Men online: Tackling their priorities
                • Market in Brief

                  • Continued growth for online fashion
                    • Wider choice and online launches boost market
                      • Technology usage also adds to growth
                        • Improving service and websites a plus
                          • Internet usage growth stalls
                            • Economic downturn and sourcing costs will have an impact
                              • Potential for growth from new shoppers
                                • Next and M&S lead in terms of market penetration
                                  • Free shipping and returns top consumers' demands
                                    • Winners and losers
                                      • What the future holds
                                      • Internal Market Environment

                                        • Key points
                                          • Fashion now the most popular online purchase
                                            • Figure 1: Top websites purchased from in the last three months, April 2008-April 2009
                                          • Product ranges widen and more retailers go online
                                            • Discounting expands on the internet
                                              • Card frauds not putting shoppers off
                                                • Figure 2: Experience of computer-based security threats, and the impact it has had on web usage behaviour, April 2009
                                              • Improving customer experience
                                              • Broader Market Environment

                                                • Key points
                                                  • More affluent consumers
                                                    • Figure 3: Forecast adult population trends, by socio-economic group, 2004-14
                                                  • Consumer expenditure will take a hit
                                                    • Figure 4: Trends in personal disposable income and consumer expenditure, 2004-14
                                                  • Internet penetration and broadband use: Two thirds now have access
                                                    • Figure 5: Broadband internet at home penetration, 2003-09
                                                  • Potential for m-commerce
                                                    • Figure 6: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age and working status, 2003-09
                                                  • Rising prices to encourage upmarket shift
                                                      • Figure 7: UK actual and projected price inflation, in clothing and footwear, 2004-14
                                                    • More 25-34s and over-45s
                                                      • Figure 8: UK population, by age groups, 2004-09 and 2009-14
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Video 'Look Books' – how to reach the 18-25s
                                                            • UniQlo – exploiting the possibilities of Web 2.0
                                                              • Engaging the male consumer
                                                                • Delivery – finding the right level of convenience
                                                                  • Online discounting – the boom continues
                                                                    • Reaching customers with mobile technology
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Online fashion market to reach £4.1 billion
                                                                            • Figure 9: Market size and forecast of online consumer expenditure on clothing and footwear, 2004-14
                                                                            • Figure 10: Online spending, as a percentage of total spending on clothing and footwear, 2004-14
                                                                            • Figure 11: Online spending, 2004-14
                                                                          • Factors incorporated in the forecast
                                                                          • Market in Context

                                                                            • Key points
                                                                              • Online retail share growth slows
                                                                                • Figure 12: Online and total retail sales, at current prices (excl. VAT), 2004-09
                                                                              • Fashion's share of online sales rises
                                                                                • Figure 13: Online retail sales of clothing and footwear, compared to total online retail sales (excl. VAT), 2004-09
                                                                              • Online retailing now 8.8% of clothing and footwear spending
                                                                                • Figure 14: Consumer online and total spending on clothing and footwear, at current prices, 2004-09
                                                                            • Brand Communication and Promotion

                                                                              • Key points
                                                                                • Overall spend on online fashion
                                                                                  • Figure 15: Main monitored media advertising spend on online fashion, 2004-08
                                                                                • New launches boost ad spend
                                                                                  • Latest campaigns
                                                                                    • Figure 16: Main monitored media advertising spend on fashion online, by media type, 2004-08
                                                                                • Channels of Distribution

                                                                                  • Key points
                                                                                    • Multichannel retailers have largest share
                                                                                      • Figure 17: Estimated shares of online fashion market, by channel, 2009
                                                                                      • Figure 18: Estimated market share, online retailers, total online fashion market, 2009
                                                                                    • Next and Shop Direct Group top share rankings
                                                                                    • Companies and Products

                                                                                      • Asos
                                                                                        • Arcadia
                                                                                          • Boden
                                                                                            • Debenhams
                                                                                              • Figleaves
                                                                                                • Shop Direct Group
                                                                                                  • Marks & Spencer
                                                                                                    • N Brown
                                                                                                      • Next
                                                                                                        • Freemans Grattan Holdings
                                                                                                          • Asda
                                                                                                            • New Look
                                                                                                              • Net-a-Porter
                                                                                                                • John Lewis
                                                                                                                • Who Buys Fashion Online?

                                                                                                                    • Key points
                                                                                                                      • One third of internet users have not bought online
                                                                                                                        • Figure 19: Shopping online for clothes, June 2009
                                                                                                                      • Men reluctant browsers and online shoppers
                                                                                                                        • Older consumers also hesitant
                                                                                                                        • Where They Buy Clothing Online

                                                                                                                            • Key points
                                                                                                                                • Figure 20: Where they buy clothes online, 2008 and 2009
                                                                                                                              • Next and M&S see strong growth
                                                                                                                                • Figure 21: Where they buy clothing online, June 2009
                                                                                                                                • Figure 22: Where they buy clothing online (continued), June 2009
                                                                                                                              • Next and M&S vie for market leadership
                                                                                                                                • Next leader among 25-34s
                                                                                                                                  • Debenhams a hit online with under-35s
                                                                                                                                    • Few retailers achieve gender balance
                                                                                                                                    • Attitudes Towards Buying Online

                                                                                                                                        • Key points
                                                                                                                                            • Figure 23: Attitudes towards shopping online, June 2009
                                                                                                                                          • Online shopping cuts store time
                                                                                                                                            • Men and ABs cut store time
                                                                                                                                              • Young and multichannel
                                                                                                                                                • Free shipping and returns are top
                                                                                                                                                  • Figure 24: Reasons to visit online clothing retailer websites, June 2009
                                                                                                                                                • Women keenest on free shipping and returns
                                                                                                                                                  • Under-25s like customer reviews
                                                                                                                                                    • Under-25s like website add-ons
                                                                                                                                                    • Consumer Typologies

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 25: Online fashion retail consumer typologies, June 2009
                                                                                                                                                        • Group 1: Happy Browsers (32%)
                                                                                                                                                          • Group 2: Web Worriers (39%)
                                                                                                                                                            • Group 3: Net Negatives (29%)
                                                                                                                                                              • Not having garments to hand a major put off for some
                                                                                                                                                                • Further attitudinal findings
                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                    • Figure 26: Top ten types of websites purchased from in the last three months, April 2008-April 2009
                                                                                                                                                                • Appendix – Brand Communication and Promotion

                                                                                                                                                                    • Figure 27: Main monitored media advertising spend on fashion online, by advertiser, 2004-08
                                                                                                                                                                • Appendix – Where They Buy Clothing Online

                                                                                                                                                                    • Figure 28: Most popular bought clothes from online retailers, in last 12 months, by demographics, June 2009
                                                                                                                                                                    • Figure 29: Next most popular bought clothes from online retailers, in last 12 months, by demographics, June 2009
                                                                                                                                                                    • Figure 30: Most popular attitudes towards shopping online, by demographics, June 2009
                                                                                                                                                                • Appendix – Attitudes Towards Buying Online

                                                                                                                                                                    • Figure 31: Most popular attitudes towards shopping online, by demographics, June 2009
                                                                                                                                                                    • Figure 32: Next most popular attitudes towards shopping online, by demographics, June 2009
                                                                                                                                                                    • Figure 33: Shopping online for clothes, by demographics, June 2009
                                                                                                                                                                    • Figure 34: Most popular reasons to visit online clothing retailer websites, by demographics, June 2009
                                                                                                                                                                    • Figure 35: Next most popular reasons to visit online clothing retailer websites, by demographics, June 2009
                                                                                                                                                                    • Figure 36: Most popular reasons to visit online clothing retailer websites, by demographics, June 2009
                                                                                                                                                                • Appendix – Consumer Typologies

                                                                                                                                                                    • Figure 37: Attitudes towards shopping online, by target groups, June 2009
                                                                                                                                                                    • Figure 38: Target groups, by demographics, June 2009
                                                                                                                                                                    • Figure 39: Attitudes towards shopping online, by shopping online for clothes, June 2009
                                                                                                                                                                    • Figure 40: Most popular attitudes towards shopping online, by bought clothes from online retailers in last 12 months, June 2009
                                                                                                                                                                    • Figure 41: Next most popular attitudes towards shopping online, by bought clothes from online retailers in last 12 months, June 2009

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Adidas
                                                                                                                                                                • Amazon.co.uk
                                                                                                                                                                • Arcadia Group
                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                • Bebo Inc
                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                • Burton old
                                                                                                                                                                • Charles Tyrwhitt
                                                                                                                                                                • Diesel
                                                                                                                                                                • Dorothy Perkins old
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • Freemans Plc
                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                • Grattan Plc
                                                                                                                                                                • Grupo Inditex
                                                                                                                                                                • H&M Hennes & Mauritz
                                                                                                                                                                • Harvey Nichols UK
                                                                                                                                                                • Hobbs Ltd
                                                                                                                                                                • House of Fraser Plc
                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                • John Lewis Partnership
                                                                                                                                                                • John Lewis Plc (department store)
                                                                                                                                                                • La Redoute (pre 20xx)
                                                                                                                                                                • Lonsdale
                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                • MasterCard UK
                                                                                                                                                                • Matalan Ltd
                                                                                                                                                                • Miss Selfridge
                                                                                                                                                                • Miss Sixty
                                                                                                                                                                • MySpace.com
                                                                                                                                                                • Next Group
                                                                                                                                                                • Ofcom
                                                                                                                                                                • Office for National Statistics
                                                                                                                                                                • Otto Group (Multichannel Retail)
                                                                                                                                                                • Peacocks
                                                                                                                                                                • PriceRunner UK
                                                                                                                                                                • Primark Stores Ltd
                                                                                                                                                                • Quiksilver, Inc.
                                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                                • River Island Clothing Co Ltd
                                                                                                                                                                • Shop Direct Group
                                                                                                                                                                • Ted Baker
                                                                                                                                                                • Tesco Plc
                                                                                                                                                                • The TJX Companies
                                                                                                                                                                • Topman old
                                                                                                                                                                • Topshop old
                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                • Urban Outfitters
                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                • Visa Europe
                                                                                                                                                                • Wallis old
                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                • Woolworths
                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                Fashion Online - UK - August 2009

                                                                                                                                                                £1,995.00 (Excl.Tax)