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Fashion Online - UK - June 2017

“As consumers have become more accustomed to shopping for fashion online their expectations have been raised and retailers will have to invest more in the online shopping experience to drive sales. Delivery is becoming a key online battleground and the use of delivery passes and more dynamic delivery options could increase loyalty towards a specific retailer. As consumers crave experiences, retailers will also need to elevate the online shopping experience and make it more entertaining through the use of the latest technology such as live video on social media platforms, virtual reality and personalised customer service and stylist options.”

Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

  • Why is online fashion continuing to see strong growth?
  • Who are the winners and losers in online fashion?
  • What are the growth opportunities for online sales of fashion?

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Table of contents

  1. Overview

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

          • The market
            • Online fashion sales to grow 17.2% in 2017
              • Figure 1: Best- and worst-case forecast of online sales of clothing, accessories and footwear, 2012-22
            • Social media usage
              • Companies and brands
                • Pureplays grow their share
                  • Innovations
                    • Young fashion pureplays seen as trendsetting
                      • Figure 2: Attitudes towards and usage of selected brands, August 2016-May 2017
                    • Amazon is leading online fashion adspend
                      • Figure 3: Total above-the-line, online display and direct mail advertising expenditure on online fashion, 2014-17
                    • The consumer
                      • Millennials buy most fashion online
                        • Figure 4: Types of online fashion buyers, April 2017
                      • 48% of Millennials use smartphones for fashion
                        • Figure 5: Types of devices used to buy fashion online, April 2017
                      • Young women favour multichannel but shopping more at pureplays
                        • Figure 6: Types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
                      • Amazon most popular pureplay for fashion
                        • Figure 7: Online-only retailers from which consumers have bought fashion in the last 12 months, April 2017
                      • Retailers need to prioritise customer service and returns
                        • Figure 8: Satisfaction with shopping for fashion online, by different factors, April 2017
                      • 50% return items bought online
                        • Figure 9: Online fashion shopping behaviour, April 2017
                      • Improving deliveries to drive male purchasing
                        • Figure 10: Interest in innovations when shopping online for fashion, April 2017
                      • What we think
                      • Issues and Insights

                        • Why is online fashion continuing to see strong growth?
                          • The facts
                            • The implications
                              • Who are the winners and losers in online fashion?
                                • The facts
                                  • The implications
                                    • What are the growth opportunities for online sales of fashion?
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Online fashion sales to grow 17.2% in 2017
                                            • Online fashion to remain strong but will slow
                                              • Online fashion accounts for 24% of total sales
                                                • Smartphone ownership remains steady
                                                  • Social media usage
                                                    • Leisure prioritised in spending
                                                      • Ageing population
                                                      • Market Size and Forecast

                                                        • Online fashion sales to grow 17.2% in 2017
                                                          • Figure 11: Best- and worst-case forecast of online sales of clothing, accessories and footwear, 2012-22
                                                        • Online fashion to remain strong but will slow
                                                          • Figure 12: Online sales of clothing, accessories and footwear, 2012-22
                                                        • Online fashion accounts for 24% of total sales
                                                          • Figure 13: Online sales of clothing and footwear as a % of total clothing and footwear sales, 2013-17
                                                        • Forecast methodology
                                                        • Market Drivers

                                                          • Smartphone and tablet ownership remains steady
                                                            • Figure 14: Personal ownership of consumer technology products, December 2016
                                                          • 12% plan to buy smartwatches
                                                            • 56% like brands on social media
                                                              • Figure 15: Brand/product-related online activities performed in the past three months, December 2016
                                                            • Social media usage
                                                              • Figure 16: Social and media networks used, March 2017
                                                            • Consumer confidence
                                                              • Figure 17: How respondents would describe their financial situation, by gender, April 2017
                                                            • Leisure prioritised in spending
                                                              • Figure 18: What extra money is spent on, by gender, April 2017
                                                            • Population trends
                                                            • Companies and Brands – What You Need to Know

                                                              • Pureplays grow their share
                                                                • Next loses share of online
                                                                  • Young fashion e-tailers diversify
                                                                    • Luxury online players see rising revenues
                                                                      • Voice-enabled devices
                                                                        • Amazon is leading online fashion adspend
                                                                          • Young fashion pureplays seen as trendsetting
                                                                          • Market Share

                                                                            • Pureplays grow their share
                                                                              • Figure 19: Estimated market shares of online sales of clothing and footwear, 2014-16
                                                                            • Multichannel
                                                                            • Competitive Strategies

                                                                                • Young fashion retailers
                                                                                  • Mid-market pureplays
                                                                                    • Luxury pureplays
                                                                                      • Up-and-coming brands
                                                                                      • Launch Activity and Innovation

                                                                                        • Messaging apps
                                                                                          • Figure 20: WhatsApp-style conversational user interface with the very.co.uk mobile app, November 2016
                                                                                        • Social media
                                                                                          • Figure 21: Screenshot of Mr Porter’s shoppable Apple TV app, September 2016
                                                                                        • More delivery options
                                                                                          • Virtual realities
                                                                                            • Voice-enabled devices
                                                                                              • Personalisation
                                                                                                • Pureplays move into physical retailing
                                                                                                  • New launches
                                                                                                    • Figure 22: Screenshot of Celine’s Instagram account, March 2017
                                                                                                • Advertising and Marketing Activity

                                                                                                  • Online fashion retailers cut back on adspend
                                                                                                    • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on online fashion, 2014-17
                                                                                                  • Amazon is leading online fashion adspend
                                                                                                    • Boohoo first dedicated menswear campaign
                                                                                                      • Pretty Little Thing launches YouTube campaign
                                                                                                        • Very.co.uk’s £3 million autumn fashion collection campaign
                                                                                                          • Figure 24: Leading UK online fashion retailers: recorded above-the-line, online display and direct mail total advertising expenditure, 2014-17
                                                                                                        • Digital overtakes press ads
                                                                                                          • Figure 25: UK online fashion retail: recorded above-the-line, online display and direct mail total advertising expenditure, by media type, 2014-16
                                                                                                        • Nielsen Ad Intel coverage
                                                                                                        • Brand Research

                                                                                                            • Brand map
                                                                                                              • Figure 26: Attitudes towards and usage of selected brands, August 2016-May 2017
                                                                                                            • Key brand metrics
                                                                                                              • Figure 27: Key metrics for selected brands, August 2016-May 2017
                                                                                                            • Brand attitudes: ASOS seen as innovative
                                                                                                              • Figure 28: Attitudes, by brand, August 2016-May 2017
                                                                                                            • Brand personality: Boohoo is a fun brand
                                                                                                              • Figure 29: Brand personality – Macro image, August 2016-May 2017
                                                                                                            • Littlewoods seen as disappointing
                                                                                                              • Figure 30: Brand personality – Micro image, August 2016-May 2017
                                                                                                            • Brand analysis
                                                                                                              • Online-only giants
                                                                                                                • Young fashion pureplays
                                                                                                                  • Mid-market pureplays
                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                    • Millennials buy most fashion online
                                                                                                                      • Online fashion usage
                                                                                                                        • 48% of Millennials use smartphones for fashion
                                                                                                                          • Young women shop more at young fashion pureplays
                                                                                                                            • Retailers need to prioritise customer service and returns
                                                                                                                              • 50% return items bought online
                                                                                                                                • Young men most influenced by social media blogs
                                                                                                                                  • Improving deliveries to drive male purchasing
                                                                                                                                    • Parents of young kids drawn to virtual reality
                                                                                                                                    • Online Fashion Purchasing

                                                                                                                                      • Millennials buy most fashion online
                                                                                                                                        • Figure 31: People who answered yes to having bought any fashion items online in the last 12 months, by gender and age, April 2017
                                                                                                                                      • Online fashion usage
                                                                                                                                        • Figure 32: Types of online fashion buyers, April 2017
                                                                                                                                      • 25% of young men buy all fashion online
                                                                                                                                        • Figure 33: Types of online fashion buyers, by gender and age, April 2017
                                                                                                                                    • Devices Used to Buy Fashion Online

                                                                                                                                      • 48% of Millennials use smartphones for fashion
                                                                                                                                          • Figure 34: Types of devices used to buy fashion online, April 2017
                                                                                                                                          • Figure 35: Types of online fashion buyers, by types of devices used to buy fashion online, April 2017
                                                                                                                                      • Where People Buy Fashion Online

                                                                                                                                        • Young multichannel fashion retailers no longer first port of call
                                                                                                                                            • Figure 36: Types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
                                                                                                                                          • Department stores focus on online
                                                                                                                                            • Amazon most popular pureplay for fashion
                                                                                                                                              • Figure 37: Online-only retailers from which consumers have bought fashion in the last 12 months, April 2017
                                                                                                                                            • Young women shop at young fashion pureplays
                                                                                                                                              • Men aged 25-44 shop more at pureplays
                                                                                                                                                • Majority shop online at few retailers
                                                                                                                                                  • Figure 38: Repertoire of types of retailers from which consumers have bought fashion online in the last 12 months, April 2017
                                                                                                                                              • Satisfaction with Shopping for Fashion Online

                                                                                                                                                • Dissatisfaction with fit of clothes
                                                                                                                                                    • Figure 39: Satisfaction with shopping for fashion online, by different factors, April 2017
                                                                                                                                                  • Retailers need to prioritise customer service and returns
                                                                                                                                                    • Promote deliveries and payment process
                                                                                                                                                      • Figure 40: Key drivers of overall satisfaction with online fashion purchases, April 2017
                                                                                                                                                      • Figure 41: Correlation (R) values with overall satisfaction key driver output, April 2017
                                                                                                                                                    • Methodology
                                                                                                                                                    • Online Fashion Shopping Behaviour

                                                                                                                                                      • 50% return items bought online
                                                                                                                                                          • Figure 42: Online fashion shopping behaviour, April 2017
                                                                                                                                                        • Use of credit
                                                                                                                                                          • Young men most influenced by social media blogs
                                                                                                                                                            • 33% like fashion brands on social media
                                                                                                                                                                • Figure 43: Fashion online – CHAID – Tree output, April 2017
                                                                                                                                                              • Methodology
                                                                                                                                                              • Interest in Innovations

                                                                                                                                                                • Improving deliveries to drive male purchasing
                                                                                                                                                                    • Figure 44: Interest in innovations when shopping online for fashion, April 2017
                                                                                                                                                                  • Interest in chatbots
                                                                                                                                                                    • Parents of young kids drawn to virtual reality
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Abbreviations
                                                                                                                                                                          • Consumer research methodology
                                                                                                                                                                            • Key driver analysis
                                                                                                                                                                              • Interpretation of results
                                                                                                                                                                                • Figure 45: Correlation (R) values with overall satisfaction – Key driver output, April 2017
                                                                                                                                                                                • Figure 46: Satisfaction with online fashion purchase factors, April 2017
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                              • Forecast methodology

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Amazon UK
                                                                                                                                                                              • Zalando (Germany)

                                                                                                                                                                              Fashion Online - UK - June 2017

                                                                                                                                                                              US $2,583.33 (Excl.Tax)