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Fashion Online - UK - August 2013

“Returns remain a big issue for the online clothing market and retailers are experimenting with virtual fitting rooms and other sizing technology in the hope that they can help consumers to better judge whether clothes will fit and provide a solution for reducing the amount of clothes that are returned at a huge cost to the fashion industry.”

– Tamara Sender, Senior Clothing Analyst

Some questions answered in this report include:

  • How is online fashion getting round the issue of not being able to try clothes on?
  • How are multichannel retailers performing versus pureplayers?
  • Who is falling behind in online fashion?
  • Which demographics are driving growth in the online fashion market?
  • What will drive growth in online fashion?

Mintel estimates that online sales of clothing and footwear will increase by 18% to reach £7.1 billion in 2013 as fashion has outperformed all other sectors to become the most popular product category bought online.

While online sales will continue to see strong growth, more than doubling over the next five years, as multichannel becomes the norm, the distinction between online and in-store will become artificial. Shopping for clothes is a truly cross-channel experience and while people are increasingly purchasing clothes online, they also use the internet to just browse, and will still go and visit bricks and mortar stores. Online and in-store therefore reinforce and complement each other. This means that the growth in fashion online will not lead to the death of the high street, but that retailers need to focus more on creating a fluid shopping experience where consumers can begin the journey online and terminate it in-store or vice versa.

Mintel defines online fashion as:

  • Clothing for men, women and children, including both underwear and outerwear.
  • Footwear, including shoes, boots and any other type.

The market is defined as all purchases where transactions are made through the retailer’s website, or through an auction site, rather than by other ordering methods, even if the product is viewed online prior to purchase.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18
            • Market factors
              • Broadband penetration plateaus
                • Shopping and selling by device
                  • Clothing and footwear outperforms online
                    • Figure 2: Types of products bought online from home in last 12 months vs what they bought online while out and about, April 2013
                  • Companies, brands and innovation
                    • Adspend rebounds
                      • Brand attitudes
                        • Figure 3: Attitudes towards and usage of brands in the online fashion sector, June 2013
                      • The consumer
                        • A quarter shop more online than in-store
                          • Figure 4: Online clothes shopping behaviour in the last 12 months, July 2013
                        • Next leads
                          • Figure 5: Multichannel retailers from where clothes are bought online in the last 12 months, July 2013
                        • eBay leads among etailers
                          • Figure 6: Websites used to buy clothes, July 2013
                        • Desktops remain favourite device for shopping online
                          • Figure 7: Types of devices used to buy clothes in the last 12 months, July 2013
                        • Two fifths click-and-collect
                          • Fit is an ongoing problem
                            • Figure 8: Attitudes towards browsing and shopping for clothes online, July 2013
                          • Demand for local return and collection points
                            • Pureplayers need to explore ways of providing click-and-collect
                              • Men will pay more for faster delivery
                                • Barriers to buying clothes online
                                  • Figure 9: Barriers to buying clothes online, July 2013
                                • Three fifths of women see returns as a hassle
                                  • What we think
                                  • Issues in the Market

                                      • How is online fashion getting round the issue of not being able to try clothes on?
                                        • How are multichannel retailers performing versus pureplayers?
                                          • Who is falling behind in online fashion?
                                            • Which demographics are driving growth in the online fashion market?
                                              • What will drive growth in online fashion?
                                              • Trend Application

                                                  • Trend: The Real Thing
                                                    • Trend: Guiding Choice
                                                      • Mintel Futures Trend: Generation Next
                                                      • Market Environment

                                                        • Key points
                                                          • Broadband penetration plateaus
                                                            • Figure 10: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
                                                          • Shopping and selling by device
                                                            • Figure 11: The consumer: Percentage shopping or selling online in past three months, by device, April 2013
                                                          • Tablet users shop more online than smartphone users
                                                            • Figure 12: The consumer: Percentage of tablet owners and smartphone owners shopping or selling online via tablets/smartphones in the past three months, April 2013
                                                          • Shopping online by age
                                                            • Figure 13: Percentage of internet users who shopped online, January 2013
                                                          • Clothing and footwear is most bought online
                                                            • Figure 14: Types of products bought online from home in last 12 months vs what they bought online while out and about, Aril 2013
                                                          • Changing population structure
                                                            • Changes to consumer law to help online shoppers
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Primark trials online
                                                                      • More retailers use virtual fitting rooms
                                                                        • Fashion advice services
                                                                          • A truly multichannel experience
                                                                            • New fashion apps
                                                                              • Using social media for fashion
                                                                                • Making fashion sociable
                                                                                  • Making collecting and returning clothes easier
                                                                                    • Simplifying the payment process
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Online fashion sales grow 18% in 2013
                                                                                          • Figure 15: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18
                                                                                        • Online sales forecast to double by 2018
                                                                                          • Figure 16: Online sales of clothing and footwear, at current and constant prices, 2008-18
                                                                                        • Market size and segmentation
                                                                                          • Figure 17: Online sales of clothing and footwear as % of total clothing and footwear sales, 2008-13
                                                                                        • The future
                                                                                          • Factors used in the forecast
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Figure 18: Estimated market share of the online fashion market, by channel, 2012 (est)
                                                                                              • Figure 19: Estimated market share of online fashion market, by channel and retailer, 2010-12
                                                                                            • Multichannel retailers lead
                                                                                              • Pureplayers grow their share of market
                                                                                                • Catalogue specialists struggle to compete
                                                                                                • Companies and Products

                                                                                                  • Asos
                                                                                                    • Company overview
                                                                                                      • Financial performance
                                                                                                        • Figure 20: Key financials for Asos, 2011 and 2012
                                                                                                      • Online presence/services
                                                                                                        • Market positioning
                                                                                                          • Product offer
                                                                                                            • Recent activity
                                                                                                              • Advertising/marketing
                                                                                                                • Boden
                                                                                                                  • Company overview
                                                                                                                    • Financial performance
                                                                                                                      • Figure 21: Key financials for J.P. Boden, 2010 and 2011
                                                                                                                    • Online presence/services
                                                                                                                      • Market positioning
                                                                                                                        • Product offer
                                                                                                                          • Recent activity
                                                                                                                            • Advertising/marketing
                                                                                                                              • N Brown (Figleaves)
                                                                                                                                • Company overview
                                                                                                                                  • Financial performance
                                                                                                                                    • Figure 22: Key financials for N Brown, 2012 and 2013
                                                                                                                                  • Online presence/services
                                                                                                                                    • Market positioning
                                                                                                                                      • Product offer
                                                                                                                                        • Recent activity
                                                                                                                                          • Advertising/marketing
                                                                                                                                            • Shop Direct Group
                                                                                                                                              • Company overview
                                                                                                                                                • Financial performance
                                                                                                                                                  • Figure 23: Key financials for Shop Direct, 2011 and 2012
                                                                                                                                                • Online presence/services
                                                                                                                                                  • Market positioning
                                                                                                                                                    • Product offer
                                                                                                                                                      • Recent activity
                                                                                                                                                        • Advertising/marketing
                                                                                                                                                          • Freemans Grattan Holdings
                                                                                                                                                            • Company overview
                                                                                                                                                              • Financial performance
                                                                                                                                                                • Figure 24: Key financials for Otto Group, 2012 and 2013
                                                                                                                                                                • Figure 25: Key financials for Freemans Grattan Holdings, 2011 and 2012
                                                                                                                                                              • Online presence/services
                                                                                                                                                                • Market positioning
                                                                                                                                                                  • Product offer
                                                                                                                                                                    • Recent activity
                                                                                                                                                                      • Advertising/marketing
                                                                                                                                                                        • Net-A-Porter
                                                                                                                                                                          • Company overview
                                                                                                                                                                            • Figure 26: Key financials for Net-A-Porter, 2011 and 2012
                                                                                                                                                                          • Online presence/services
                                                                                                                                                                            • Market positioning
                                                                                                                                                                              • Products offer
                                                                                                                                                                                • Recent activity
                                                                                                                                                                                  • Advertising/marketing
                                                                                                                                                                                    • eBay Fashion Outlet
                                                                                                                                                                                      • Company overview
                                                                                                                                                                                        • Financial performance
                                                                                                                                                                                          • Figure 27: Key financials for eBay (UK) Limited, 2010 and 2011
                                                                                                                                                                                        • Online presence/services
                                                                                                                                                                                          • Market positioning
                                                                                                                                                                                            • Products offer/brand
                                                                                                                                                                                              • Recent activity
                                                                                                                                                                                                • Advertising/marketing
                                                                                                                                                                                                  • boohoo
                                                                                                                                                                                                    • Company overview
                                                                                                                                                                                                      • Financial performance
                                                                                                                                                                                                        • Figure 28: Key financials for Wasabi Frog Limited, 2011 and 2012
                                                                                                                                                                                                      • Online presence/services
                                                                                                                                                                                                        • Market positioning
                                                                                                                                                                                                          • Products offer/brand
                                                                                                                                                                                                            • Recent activity
                                                                                                                                                                                                              • Advertising/marketing
                                                                                                                                                                                                                • Amazon
                                                                                                                                                                                                                  • Company overview
                                                                                                                                                                                                                    • Financial performance
                                                                                                                                                                                                                      • Figure 29: Key financials for Amazon Europe, group financial performance, 2011 and 2012
                                                                                                                                                                                                                    • Online presence/services
                                                                                                                                                                                                                      • Market positioning
                                                                                                                                                                                                                        • Products offer/brand
                                                                                                                                                                                                                          • Recent activity
                                                                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Adspend rebounds
                                                                                                                                                                                                                                • Figure 30: Main monitored media advertising spend on online fashion, 2008-12
                                                                                                                                                                                                                              • Boohoo spends most on ad campaigns
                                                                                                                                                                                                                                • Figure 31: Main monitored media advertising spend on fashion online, by top 20 companies, 2008-12
                                                                                                                                                                                                                              • Press dominates
                                                                                                                                                                                                                                • Figure 32: Main monitored media advertising spend on online fashion, 2008-12
                                                                                                                                                                                                                                • Figure 33: Main monitored media advertising spend on online fashion, % share, 2012
                                                                                                                                                                                                                            • Brand Research

                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                  • Figure 34: Attitudes towards and usage of brands in the online fashion sector, June 2013
                                                                                                                                                                                                                                • Correspondence analysis
                                                                                                                                                                                                                                  • Brand attitudes
                                                                                                                                                                                                                                    • Figure 35: Attitudes, by online fashion brand, June 2013
                                                                                                                                                                                                                                  • Brand personality
                                                                                                                                                                                                                                    • Figure 36: Online fashion brand personality – macro image, June 2013
                                                                                                                                                                                                                                    • Figure 37: Online fashion brand personality – micro image, June 2013
                                                                                                                                                                                                                                  • Brand experience
                                                                                                                                                                                                                                    • Figure 38: Online fashion brand usage, June 2013
                                                                                                                                                                                                                                    • Figure 39: Satisfaction with various online fashion brands, June 2013
                                                                                                                                                                                                                                    • Figure 40: Consideration of online fashion brands, June 2013
                                                                                                                                                                                                                                    • Figure 41: Consumer perceptions of current online fashion brand performance, June 2013
                                                                                                                                                                                                                                  • Brand index
                                                                                                                                                                                                                                    • Figure 42: Online fashion brand index, June 2013
                                                                                                                                                                                                                                  • Target group analysis
                                                                                                                                                                                                                                    • Figure 43: Target groups, June 2013
                                                                                                                                                                                                                                    • Figure 44: Online fashion brand usage, by target groups, June 2013
                                                                                                                                                                                                                                  • Group One – Conformists
                                                                                                                                                                                                                                    • Group Two – Simply the Best
                                                                                                                                                                                                                                      • Group Three – Shelf Stalkers
                                                                                                                                                                                                                                        • Group Four – Habitual Shoppers
                                                                                                                                                                                                                                          • Group Five – Individualists
                                                                                                                                                                                                                                          • The Consumer – Who Buys Fashion Online?

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • A quarter shop more online than in-store
                                                                                                                                                                                                                                                • Figure 45: Online clothes shopping behaviour in the last 12 months, July 2013
                                                                                                                                                                                                                                              • Young move to social shopping online
                                                                                                                                                                                                                                                • ABs combine online and in-store
                                                                                                                                                                                                                                                  • Figure 46: Online clothes shopping behaviour, by demographics, July 2013
                                                                                                                                                                                                                                                • Two fifths of men do not browse or buy online
                                                                                                                                                                                                                                                  • Figure 47: Consumers who have browsed but did not buy and who have not browsed or bought clothes online in the last 12 months, by demographics, July 2013
                                                                                                                                                                                                                                              • The Consumer – Where They Buy Clothing

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Next leads
                                                                                                                                                                                                                                                    • Figure 48: Multichannel retailers from where clothes are bought online in the last 12 months, July 2013
                                                                                                                                                                                                                                                  • Asda moves up to third in the list
                                                                                                                                                                                                                                                    • Department stores boosted by online investment
                                                                                                                                                                                                                                                      • Young fashion retailers still draw mainly Londoners online
                                                                                                                                                                                                                                                          • Figure 49: Multichannel retailers from where women’s clothing is bought online, by types of devices used, July 2013
                                                                                                                                                                                                                                                          • Figure 50: Multichannel retailers from where men’s clothing is bought online, by types of devices used, July 2013
                                                                                                                                                                                                                                                        • Online players
                                                                                                                                                                                                                                                            • Figure 51: Websites used to buy clothes, July 2013
                                                                                                                                                                                                                                                          • eBay leads among etailers
                                                                                                                                                                                                                                                            • Asos grows in popularity
                                                                                                                                                                                                                                                              • Very overtakes Littlewoods
                                                                                                                                                                                                                                                                • Online players offer wider range of sizes
                                                                                                                                                                                                                                                                  • Websites used to buy women’s clothing by devices used
                                                                                                                                                                                                                                                                    • Figure 52: Websites used to buy women’s clothing, by types of devices used, July 2013
                                                                                                                                                                                                                                                                  • Websites used to buy men’s clothing by devices used
                                                                                                                                                                                                                                                                    • Figure 53: Websites used to buy men’s clothing, by types of devices used, July 2013
                                                                                                                                                                                                                                                                • The Consumer – How People Buy Clothes Online

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • Desktops remain the favourite device for shopping online
                                                                                                                                                                                                                                                                      • Figure 54: Types of devices used to buy clothes in the last 12 months, July 2013
                                                                                                                                                                                                                                                                    • Men want more mobile enabled websites
                                                                                                                                                                                                                                                                      • Female under-25s favour smartphones
                                                                                                                                                                                                                                                                        • Two fifths click-and-collect
                                                                                                                                                                                                                                                                            • Figure 55: Consumers who have clicked and collected in the last 12 months, July 2013
                                                                                                                                                                                                                                                                            • Figure 56: Consumers who have clicked and collected in the last 12 months, by demographics, July 2013
                                                                                                                                                                                                                                                                        • The Consumer – Attitudes to Shopping for Clothes Online

                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                              • Figure 57: Attitudes towards browsing and shopping for clothes online, July 2013
                                                                                                                                                                                                                                                                            • Fit is an ongoing problem
                                                                                                                                                                                                                                                                              • 25-44s sell clothes online
                                                                                                                                                                                                                                                                                • Older consumers struggle to find what they are looking for
                                                                                                                                                                                                                                                                                  • Importance of customer reviews
                                                                                                                                                                                                                                                                                    • Demand for local return and collection points
                                                                                                                                                                                                                                                                                      • Pureplayers need to explore ways of providing click-and-collect
                                                                                                                                                                                                                                                                                        • Under-35s buy more online than they would in-store
                                                                                                                                                                                                                                                                                          • Men will pay more for faster delivery
                                                                                                                                                                                                                                                                                          • The Consumer – Barriers to Buying Clothes Online

                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                • Figure 58: Barriers to buying clothes online, July 2013
                                                                                                                                                                                                                                                                                                • Figure 59: Barriers to buying clothes online, by gender, July 2013
                                                                                                                                                                                                                                                                                              • Delivery options to suit everyone
                                                                                                                                                                                                                                                                                                • Three fifths of women see returns as a hassle
                                                                                                                                                                                                                                                                                                  • Fit and sizing deter online purchases
                                                                                                                                                                                                                                                                                                    • Over-55s like to feel and see clothes
                                                                                                                                                                                                                                                                                                      • Women worry about secure payments
                                                                                                                                                                                                                                                                                                      • The Consumer – Social Media and Fashion

                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                          • Over a quarter of 25-34s use Pinterest
                                                                                                                                                                                                                                                                                                            • Figure 60: Use of social networking websites, July 2013
                                                                                                                                                                                                                                                                                                          • Social media sites used by online clothes shoppers
                                                                                                                                                                                                                                                                                                            • Figure 61: Use of social networking sites by online clothes shopping behaviour, July 2013
                                                                                                                                                                                                                                                                                                          • Facebook users rely on customer reviews for choosing website to shop from
                                                                                                                                                                                                                                                                                                            • Selling and swapping via Facebook
                                                                                                                                                                                                                                                                                                              • Demand for m-commerce friendly sites
                                                                                                                                                                                                                                                                                                                • Using Facebook for delivery alerts
                                                                                                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                                                                                    • Figure 62: Best- and worst-case forecast of online sales of footwear and clothing, 2013-18
                                                                                                                                                                                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                                                                                                                                                                                    • Figure 63: Brand usage, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 64: Brand commitment, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 65: Brand momentum, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 66: Brand diversity, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 67: Brand satisfaction, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 68: Brand attitude, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 69: Brand image – macro image, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 70: Brand image – micro image, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 71: Profile of target groups, by demographics, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 72: Psychographic segmentation, by target groups, June 2013
                                                                                                                                                                                                                                                                                                                    • Figure 73: Brand usage, by target groups, June 2013
                                                                                                                                                                                                                                                                                                                  • Brand index
                                                                                                                                                                                                                                                                                                                    • Figure 74: Brand index, June 2013
                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Who Buys Fashion Online?

                                                                                                                                                                                                                                                                                                                    • Figure 75: Most popular online clothes shopping behaviour, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 76: Next most popular online clothes shopping behaviour, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Where They Buy Clothing

                                                                                                                                                                                                                                                                                                                    • Figure 77: Most popular retailers from where clothes are bought online, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 78: Next most popular retailers from where clothes are bought online, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 79: Most popular websites used to buy clothes, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 80: Next most popular websites used to buy clothes, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer – How People Buy Clothes Online

                                                                                                                                                                                                                                                                                                                    • Figure 81: Consumers who have clicked and collected in the last 12 months, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 82: Types of devices used to buy clothes in the last 12 months – Women’s clothing, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 83: Types of devices used to buy clothes in the last 12 months – Men’s clothing, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Attitudes to Shopping for Clothes Online

                                                                                                                                                                                                                                                                                                                    • Figure 84: Agreement with the statement ‘When shopping online it difficult to tell if clothes will fit’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 85: Agreement with the statement ‘Selling clothes you no longer want online is a good way of making room in your wardrobe for new clothes’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 86: Agreement with the statement ‘I would like more retailers to offer local return points to make it easier to return unwanted items’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 87: Agreement with the statement ‘Customer feedback/reviews are useful in evaluating which websites to buy clothes from’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 88: Agreement with the statement ‘I prefer to shop online as it is easier to find what I am looking for than in-store’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 89: Agreement with the statement ‘I would be interested in more options for picking up items purchased online’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 90: Agreement with the statement ‘I prefer to shop online as there is a wider range of sizes available’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 91: Agreement with the statement ‘Shopping online encourages me to buy more than I would in-store’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 92: Agreement with the statement ‘You should only buy online from well-known retailers’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 93: Agreement with the statement ‘It is more convenient to reserve/buy online and pick up in-store than have things delivered ’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 94: Agreement with the statement ‘I tend to look at the bestselling items on a website when I shop online’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 95: Agreement with the statement ‘It’s worth paying more for delivery to get my order faster’, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                • Appendix – The Consumer – Barriers to Buying Clothes Online

                                                                                                                                                                                                                                                                                                                    • Figure 96: Most popular barriers to buying clothes online, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 97: Next most popular barriers to buying clothes online, by demographics, July 2013
                                                                                                                                                                                                                                                                                                                    • Figure 98: Other barriers to buying clothes online, by demographics, July 2013

                                                                                                                                                                                                                                                                                                                Fashion Online - UK - August 2013

                                                                                                                                                                                                                                                                                                                US $2,648.76 (Excl.Tax)