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Fashion Online - UK - March 2011

The growth rate of broadband penetration has slowed over the last few years after having nearly doubled between 2005 and 2010. Nearly seven in ten adults currently surf the web via a high-speed connection. While this will have an inevitable impact on the future growth of the online fashion market, the sector is still currently growing and over a third of people bought clothing and footwear online in the three months to October 2010, up from 26% the previous year.

  • The online fashion market is estimated to see sales increase 12% to £4.8 billion in 2011. The sector continues to grow, although the rate of growth has been impacted by a stabilisation of the rise in internet penetration.
  • The sector received a boost as several high street fashion retailers developed their online channels at the end of 2010, with women’s fashion retailers Gap, Zara and H&M all launching websites.
  • Multichannel retailers experienced stronger growth during 2010 than pureplay operators, with these companies benefiting from having both a physical store presence as well as an online presence.
  • More than two in ten (22%) online shoppers have browsed for clothes online, but never bought. This has more than doubled since Mintel’s last research undertaken in February 2010.
  • Four in ten 16-24s believe that that shopping online doesn’t really feel like spending money, so they tend to spend a lot more than they would in an actual shop. This is almost double the average.
  • The commercial power of social networks cannot be underestimated and by making shopping online more sociable, retailers can maximise sales. Several fashion retailers and brands have begun to introduce social networking facilities to their websites and are using sites such as Facebook and Twitter to interact with customers.
  • Almost six in ten consumers (57%) look for customer feedback or reviews if they are unsure about a website, particularly females aged 25-34 who use the internet for seven or more hours per day.
  • The main barrier to shopping online continues to be the inability to see and feel an item in person before buying it. Concern about this peaks among those aged 45 and over.
  • Fashion brands and retailers are starting to catch up with other online retail sectors and several are pushing the boundaries through innovative viral campaigns, with sports brand Hi-Tec launching a viral marketing campaign that gave the brand global exposure.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best and worst case forecasts of UK online sales of clothing and footwear, 2005-15
            • Online fashion continues to grow
              • Squeezed consumers cut back
                • Market factors
                  • Broadband penetration stabilises
                    • Online fashion penetration rises
                      • Smartphone ownership rises
                        • Companies, brands and innovation
                          • Figure 2: Estimated market share of online fashion market, by channel, 2009-10
                        • Multichannel retailers drive growth
                          • Social shopping
                            • Ad spend falls
                              • The consumer
                                • Rise in browsing instead of buying
                                  • Figure 3: Attitudes towards shopping and browsing for clothes online, January 2011
                                • The entertainment factor
                                  • Figure 4: Shopping as entertainment and on mobile devices, by age, January 2011
                                • Importance of customer reviews
                                  • Mix and match online with in-store
                                    • Barriers to shopping online
                                      • Figure 5: Barriers to buying clothes online, January 2011
                                    • What we think
                                    • Issues in the Market

                                        • Is the market showing signs of slowing down and reaching maturity?
                                          • What are the barriers to shopping online for clothing and footwear?
                                            • Who are the leading players in online fashion?
                                              • What are the innovations in the sector?
                                                • Which consumers are taking to online shopping and who finds it less appealing?
                                                  • Why do shoppers buy online?
                                                  • Future Opportunities

                                                    • Trend: Life Hacking
                                                      • Trend: Affection
                                                      • Internal Market Environment

                                                        • Key points
                                                          • Online fashion penetration rises
                                                            • Figure 6: Type of websites purchased from in the last three months, April 2009-October 2010
                                                          • Women keener online fashion shoppers
                                                            • Figure 7: Purchasing from clothing or footwear websites in the last three months, by gender, October 2010
                                                          • Buying clothes online peaks among 25-34s
                                                            • Figure 8: Purchasing from clothing or footwear websites in the last three months, by age and socio-economic group, October 2010
                                                            • Figure 9: Unique internet visitors to selected social-networking sites, October 2010
                                                          • Fashion apps lag behind
                                                            • Figure 10: Sites visited in the last three months using a mobile phone, July 2009-October 2010
                                                          • Google expands into fashion
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Broadband penetration stabilises
                                                                • Figure 11: Broadband penetration, by gender, age and social grade, 2005-10
                                                              • Changing structure of the population
                                                                • Figure 12: Trends in the age structure of the UK population, 2005-15
                                                              • ABs continue to rise
                                                                • Figure 13: Forecast adult population trends, by socio-economic group, 2005-15
                                                              • Consumers cut back
                                                                • Figure 14: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
                                                              • Impact of deflation
                                                                • Figure 15: Implied price deflator, clothing, quarter on quarter percentage change, Q1 2005-Q3 2010
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Social shopping
                                                                    • Online retailers enter the fashion market
                                                                      • Retailers sell other brands online
                                                                        • Innovative online campaigns
                                                                          • New retailer review site launched
                                                                            • Trying on virtually
                                                                              • Barcodes linked to websites
                                                                                • Mature women targeted with new brands
                                                                                • Market in Context

                                                                                  • Key points
                                                                                    • Online grows to 11% of fashion spending
                                                                                      • Figure 16: Online sales of clothing and footwear as % of total clothing and footwear sales, at current prices, 2006-11
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Online fashion continues to grow
                                                                                        • Figure 17: Online sales of clothing and footwear, at current and constant prices, 2005-15
                                                                                      • The future
                                                                                        • Figure 18: Best and worst case forecasts of UK online sales of clothing and footwear, 2005-15
                                                                                      • Forecast methodology
                                                                                      • Brand Communication and Promotion

                                                                                        • Key points
                                                                                          • Adspend falls
                                                                                            • Figure 19: Main monitored media advertising spend on online fashion, 2006-10
                                                                                            • Figure 20: Main monitored media advertising spend on fashion online, by media type, 2006-10
                                                                                          • Boohoo the leading advertiser
                                                                                            • Figure 21: Main monitored media advertising spend on fashion online, by top 10 companies, 2006-10
                                                                                          • Internet browsing habits
                                                                                            • Figure 22: Visitors to apparel websites, March 2011
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Figure 23: Estimated market share of online fashion market, by channel, 2009-10
                                                                                            • Figure 24: Estimated market share of online fashion market, by channel and retailer, 2009-10
                                                                                          • Multichannel retailers drive growth
                                                                                            • Catalogue specialists move towards online
                                                                                              • ASOS gives boost to pureplayers
                                                                                              • Companies and Products

                                                                                                • ASOS
                                                                                                  • Boden
                                                                                                    • Figleaves
                                                                                                      • Shop Direct Group
                                                                                                        • N Brown
                                                                                                          • Freemans Grattan Holdings
                                                                                                            • Net-a-Porter
                                                                                                              • Next
                                                                                                                • eBay Fashion Outlet
                                                                                                                  • Browns Fashion
                                                                                                                  • Brand Research

                                                                                                                    • Brand map
                                                                                                                        • Figure 25: Attitudes towards and usage of online clothing brands, January 2011
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 26: Attitudes by online clothing brand, January 2011
                                                                                                                      • Brand personality
                                                                                                                        • Figure 27: Online clothing brand personality – macro image, January 2011
                                                                                                                        • Figure 28: Online clothing brand personality – micro image, January 2011
                                                                                                                      • Correspondence analysis
                                                                                                                        • Brand experience
                                                                                                                          • Figure 29: Online clothing brand usage, January 2011
                                                                                                                          • Figure 30: Satisfaction with various online clothing brands January 2011
                                                                                                                          • Figure 31: Consideration of online clothing brands, January 2011
                                                                                                                          • Figure 32: Consumer perceptions of current online clothing brand performance, January 2011
                                                                                                                          • Figure 33: Online clothing brand recommendation – Net Promoter Score, January 2011
                                                                                                                        • Brand index
                                                                                                                          • Figure 34: Online clothing brand index, January 2011
                                                                                                                          • Figure 35: Online clothing brand index vs. recommendation, January 2011
                                                                                                                        • Target group analysis
                                                                                                                          • Figure 36: Target groups, January 2011
                                                                                                                          • Figure 37: Online Clothing brand usage, by target groups, January 2011
                                                                                                                        • Group One – The Conformists
                                                                                                                          • Group Two – Simply the Best
                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                • Group Five – The Individualists
                                                                                                                                • Consumer – Who Buys Fashion Online?

                                                                                                                                  • Key points
                                                                                                                                      • Figure 38: Attitudes towards shopping and browsing for clothes online, January 2011
                                                                                                                                      • Figure 39: Attitudes towards shopping and browsing for clothes online, January 2011
                                                                                                                                    • Half of online shoppers buy more in store
                                                                                                                                      • Rise in browsing instead of buying
                                                                                                                                        • Marginal rise in people buying more online
                                                                                                                                          • Older men less likely to look for clothes online
                                                                                                                                          • Consumer – Where They Buy Clothing

                                                                                                                                            • Key points
                                                                                                                                              • Multichannel retailers
                                                                                                                                                • Figure 40: Retailers from where clothes are bought, January 2011
                                                                                                                                                • Figure 41: Retailers from where clothes are bought, January 2011
                                                                                                                                              • Next remains multichannel leader
                                                                                                                                                • M&S has a wider appeal online
                                                                                                                                                  • Young women shop at online fashion stores
                                                                                                                                                    • Men’s fashion stores struggle to draw online shoppers
                                                                                                                                                      • More shop online at department stores
                                                                                                                                                        • Supermarkets lack popularity online
                                                                                                                                                          • Value retailers lag behind
                                                                                                                                                            • Online players
                                                                                                                                                              • Figure 42: Websites used to buy clothes, January 2011
                                                                                                                                                              • Figure 43: Websites used to buy clothes, by online shoppers, January 2011
                                                                                                                                                            • Auction sites lead among online specialists
                                                                                                                                                              • ASOS popular among under-25s
                                                                                                                                                                • Many online specialists appeal more to women
                                                                                                                                                                  • Men buy online from sports stores
                                                                                                                                                                  • Consumer – Attitudes Towards Buying Clothing Online

                                                                                                                                                                    • Key points
                                                                                                                                                                        • Figure 44: Attitudes towards shopping and browsing for clothes online, January 2011
                                                                                                                                                                      • Online convenience
                                                                                                                                                                        • Parents with little ones keen to avoid crowds
                                                                                                                                                                          • Figure 45: Shopping online for speed and to avoid crowds, by gender, age and children’s age, January 2011
                                                                                                                                                                        • Clicking around for the best price
                                                                                                                                                                          • The entertainment factor
                                                                                                                                                                            • Figure 46: Shopping as entertainment and on mobile devices, by age, January 2011
                                                                                                                                                                          • Men browse to avoid going to stores
                                                                                                                                                                            • Importance of customer reviews
                                                                                                                                                                              • Figure 47: Attitudes towards customer feedback, by gender and age, January 2011
                                                                                                                                                                          • Consumer – Further Attitudes Towards Buying Clothing Online

                                                                                                                                                                            • Key points
                                                                                                                                                                                • Figure 48: Attitudes towards shopping and browsing for clothes online, January 2011
                                                                                                                                                                              • Gaining trust
                                                                                                                                                                                • Figure 49: Trust in websites, by gender and age group, January 2011
                                                                                                                                                                              • Mix and match online with in-store
                                                                                                                                                                                • Figure 50: Attitudes towards reserving and returning clothing to stores, by age group, January 2011
                                                                                                                                                                              • Optional delivery charges
                                                                                                                                                                              • Consumer – Barriers to Shopping Online

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 51: Barriers to buying clothes online, January 2011
                                                                                                                                                                                  • Touch and feel
                                                                                                                                                                                    • Return and delivery hassle
                                                                                                                                                                                      • What size to choose
                                                                                                                                                                                        • Secure sites
                                                                                                                                                                                        • Target Groups

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Target groups
                                                                                                                                                                                              • Figure 52: Target groups for online clothing retailers, January 2011
                                                                                                                                                                                            • Online Split (22%)
                                                                                                                                                                                              • Who are they?
                                                                                                                                                                                                • Marketing message
                                                                                                                                                                                                  • In-store Shoppers (25%)
                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                      • Marketing message
                                                                                                                                                                                                        • Online Converts (21%)
                                                                                                                                                                                                          • Who are they?
                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                              • Online Disinterested (33%)
                                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                                                                                      • Figure 53: Broadband penetration, by demographics, 2005-10
                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                      • Figure 54: Best and worst case forecasts of UK online sales of clothing and footwear, 2010-15
                                                                                                                                                                                                                  • Appendix – The Consumer – Who Buys Fashion Online?

                                                                                                                                                                                                                      • Figure 55: Online shopping for clothes, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – The Consumer – Where They Buy Clothing

                                                                                                                                                                                                                      • Figure 56: Most popular In-store retailers from which clothes bought, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 57: Next most popular In-store retailers from which clothes bought, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 58: Most popular online retailers from which clothes bought, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 59: Next most popular online retailers from which clothes bought, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 60: Other online retailers from which clothes bought, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 61: Least popular online retailers from which clothes bought, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – The Consumer – Attitudes Towards Buying Clothing Online

                                                                                                                                                                                                                      • Figure 62: Attitudes towards shopping and browsing for clothes online, January 2011
                                                                                                                                                                                                                      • Figure 63: Agreement with the statement “I shop online as it’s easy and convenient”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 64: Agreement with the statement “Browsing online has reduced the time I spend in stores”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 65: Agreement with statement “I shop around online to find the best price (for products not on a special sale or discount)”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 66: Agreement with the statement “I shop online because it’s quicker than going to the shops”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 67: Agreement with the statement “I shop online to avoid the crowds in the shops”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 68: Agreement with the statement “I shop online to find products or items not available in stores near me”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 69: Agreement with the statement ‘‘Shopping online has not reduced the amount of time I spend shopping in store”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 70: Agreement with the statement ‘‘If I am unsure about a website, I look for customer feedback/reviews”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 71: Agreement with the statement ‘‘I often buy clothing online as gifts for other people”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 72: Agreement with the statement ‘‘Shopping online doesn’t really feel like spending money, so I tend to spend a lot more than I would in an actual shop”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 73: Agreement with the statement ‘‘I am happy to shop online but only for less expensive items”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 74: Agreement with the statement ‘‘I like to leave feedback/share opinions online about sites I have used”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 75: Agreement with the statement ‘‘I consider online shopping as a form of entertainment at lunchtime or in the evening”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 76: Agreement with the statement ‘‘I often use mobile devices (eg an iPhone) to browse or buy clothes online”, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – The Consumer – Further Attitudes Towards Buying Clothing Online

                                                                                                                                                                                                                      • Figure 77: Attitudes towards shopping and browsing for clothes online, January 2011
                                                                                                                                                                                                                      • Figure 78: Agreement with the statement “I tend to buy from a small number of websites that I trust”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 79: Agreement with the statement “I have bought clothing online that has not matched up to my expectations”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 80: Agreement with the statement “I would prefer to return/exchange items in store that I have bought online”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 81: Agreement with the statement “I experienced delivery problems (eg over Christmas 2010 due to the weather)”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 82: Agreement with the statement “I am nervous about buying from websites I am unfamiliar with (eg sites that don’t have UK contact details)”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 83: Agreement with the statement “I only shop from websites that have no delivery charge”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 84: Agreement with the statement “I would prefer to order/reserve online and try on/buy from a store”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 85: Agreement with the statement “I am happy to pay (more) for delivery to get my order more quickly”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 86: Agreement with the statement “When I set out to shop online I usually have a clear idea of what I want”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 87: Agreement with the statement “When I buy clothes online, I usually end up returning some of the garments”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 88: Agreement with the statement “I buy more clothes online than I actually intend to keep”, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 89: Agreement with the statement “I bought more clothes online than usual this Christmas because of the bad weather”, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – The Consumer – Barriers to Shopping Online

                                                                                                                                                                                                                      • Figure 90: Most popular reasons likely to put one off buying clothes online, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 91: Next most popular reasons likely to put one off buying clothes online, by demographics, January 2011
                                                                                                                                                                                                                  • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                      • Figure 92: Target groups, by demographics, January 2011
                                                                                                                                                                                                                      • Figure 93: Online shopping for clothes, by target groups, January 2011
                                                                                                                                                                                                                      • Figure 94: In-store retailers from which cloths bought, by target groups, January 2011
                                                                                                                                                                                                                      • Figure 95: Online retailers from which clothes bought, by target groups, January 2011
                                                                                                                                                                                                                      • Figure 96: Attitudes towards shopping and browsing for clothes online, by target groups, January 2011
                                                                                                                                                                                                                      • Figure 97: Attitudes towards shopping and browsing for clothes online, by target groups, January 2011
                                                                                                                                                                                                                      • Figure 98: Reasons likely to put one off buying clothes online, by target groups, January 2011

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Abercrombie & Fitch Co
                                                                                                                                                                                                                  • Arcadia Group
                                                                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                                                                  • ASOS (UK retail sales)
                                                                                                                                                                                                                  • Bank of England
                                                                                                                                                                                                                  • Boden UK
                                                                                                                                                                                                                  • Boohoo.com plc
                                                                                                                                                                                                                  • Calvin Klein, Inc.
                                                                                                                                                                                                                  • Cotton Traders Ltd
                                                                                                                                                                                                                  • Debenhams Total (GTV)
                                                                                                                                                                                                                  • Diesel
                                                                                                                                                                                                                  • Dorothy Perkins
                                                                                                                                                                                                                  • Empire Stores Group
                                                                                                                                                                                                                  • Figleaves Global Trading Ltd
                                                                                                                                                                                                                  • Freemans Plc
                                                                                                                                                                                                                  • Grattan Plc
                                                                                                                                                                                                                  • Gucci Group N.V.
                                                                                                                                                                                                                  • H&M Hennes & Mauritz
                                                                                                                                                                                                                  • House of Fraser Plc
                                                                                                                                                                                                                  • JJB Sports Plc
                                                                                                                                                                                                                  • Lipsy
                                                                                                                                                                                                                  • Miss Selfridge Retail Ltd
                                                                                                                                                                                                                  • New Look Group Plc
                                                                                                                                                                                                                  • Next Group
                                                                                                                                                                                                                  • Otto Group (Multichannel Retail)
                                                                                                                                                                                                                  • Redcats Brands UK
                                                                                                                                                                                                                  • River Island Clothing Co Ltd
                                                                                                                                                                                                                  • Shop Direct Group
                                                                                                                                                                                                                  • Shop Direct Home Shopping Ltd
                                                                                                                                                                                                                  • Stella McCartney
                                                                                                                                                                                                                  • Topshop
                                                                                                                                                                                                                  • Ultimo
                                                                                                                                                                                                                  • Urban Outfitters UK

                                                                                                                                                                                                                  Fashion Online - UK - March 2011

                                                                                                                                                                                                                  £1,750.00 (Excl.Tax)