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Fashion Online - UK - March 2012

“Fashion retailers are capitalising on the phenomenal popularity and influence of social networks and sites such as Facebook and Twitter have become prime advertising platforms. With users sharing their opinions, experiences and interests via social networks, this channel also provides valuable insight into customers’ real wants and needs. Although the concept of “F-commerce” is in its infancy, it seems likely these sites will become hotspots for shopping as well as socialising.”

– Emma Clifford, Fashion and Clothing Analyst

Some questions answered in this report include:

  • Is online shopping damaging the high street?
  • How can retailers solve the problem of not being able to try clothes on before purchasing online?
  • What impact is m-commerce having on the fashion industry?
  • What impact is social media having on ecommerce?
  • How can online retailers enhance the entertainment factor?
  • Why do people shop online?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best and worst case forecasts of UK online sales of clothing and footwear, 2006-16
            • Market factors
              • Ageing population presents a challenge
                • Broadband penetration begins to plateau
                  • Figure 2: Broadband penetration, by age group, 2005-11
                • The popularity of ecommerce – particularly for fashion – gathers pace
                  • Boom in smartphone ownership
                    • The rise and rise of social media
                      • Companies, brands and innovation
                        • Figure 3: Estimated market share of online fashion market, by channel, 2011 (est)
                      • Multichannel retailers dominate
                        • Adspend falls
                          • Figure 4: Main monitored media advertising spend on online fashion, 2007-11
                        • The consumer
                          • Online is gaining ground on in-store shopping
                            • Figure 5: Attitudes towards shopping and browsing for clothes online, February 2010, January 2011 and January 2012
                          • M&S inches ahead of Next
                            • Figure 6: Retailers from where clothes are bought online, January 2012
                          • Auction sites lead the pureplay operators
                            • Figure 7: Websites used to buy clothes, by gender, January 2012
                            • Figure 8: Attitudes towards shopping and browsing for clothes online, January 2012
                          • The internet cuts time spent in stores
                            • Trust is vital
                              • Difficulty in getting the right fit is a barrier
                                • Online shopping is a form of entertainment
                                  • Figure 9: Attitudes towards shopping and browsing for clothes online, by gender, January 2012
                                • Speed, convenience, choice and price are the top attractions
                                  • Online and in-store shopping is merging
                                    • M-commerce is popular among youths
                                      • What we think
                                      • Issues in the Market

                                          • Is online shopping damaging the high street?
                                            • How can retailers solve the problem of not being able to try clothes on before purchasing online?
                                              • What impact is m-commerce having on the fashion industry?
                                                • What impact is social media having on ecommerce?
                                                  • How can online retailers enhance the entertainment factor?
                                                    • Why do people shop online?
                                                    • Future Opportunities

                                                        • Trend: Collective Intelligence
                                                          • Trend: Evolving Media
                                                          • Internal Market Environment

                                                            • Key points
                                                              • Seven in ten have access to broadband
                                                                • Figure 10: Broadband penetration, by age group, 2005-11
                                                                • Figure 11: Broadband penetration, by socio-economic group, 2005-11
                                                              • Frequency of online shopping climbs
                                                                • Figure 12: Frequency of purchasing online, 2011
                                                                • Figure 13: Change in frequency of purchasing online, 2007-12
                                                              • Fashion becomes the number one internet purchase
                                                                • Figure 14: Top 15 types of products purchased online regularly, 2012
                                                                • Figure 15: Consumers who have bought clothing and footwear from the internet in the last 12 months, by demographics, January 2012
                                                              • Smartphones go mainstream
                                                                • Figure 16: Consumers who have accessed the internet through a mobile phone, by gender, age and socio-economic group, 2012
                                                              • Facebook takes the top spot in social networking
                                                                • Figure 17: Unique internet visitors to selected social-networking sites, February 2012
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Ageing population poses a challenge
                                                                  • Figure 18: Trends and projections in the age structure of the UK adult population, 2006-16
                                                                • ABs present an opportunity for premiumisation
                                                                  • Figure 19: Forecast growth of the UK population, by socio-economic group, 2006-11 and 2011-16
                                                                • Consumer incomes remain under pressure
                                                                  • Figure 20: Year-on-year percentage change in average weekly earnings compared to inflation in the UK, January 2008-January 2012
                                                                • Consumer confidence stabilises at -29
                                                                  • Figure 21: Trends in consumer confidence, January 2008-February 2012
                                                                • The end of price deflation
                                                                  • Figure 22: Inflation in clothing and footwear, January 2008-January 2012
                                                              • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Innovating technology tackling the problem of fit
                                                                        • Bargain sites
                                                                          • Retailers tap into social media
                                                                            • Fashion going mobile
                                                                              • Multichannel advancements
                                                                                • New standards of service
                                                                                • Competitive Context

                                                                                  • Key points
                                                                                    • Online accounts for 12% of total spend on clothing and fashion
                                                                                      • Figure 23: Online sales of clothing and footwear as % of total clothing and footwear sales, at current prices, 2006-11
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Figure 24: Online sales of clothing and footwear, at current and constant prices, 2006-16
                                                                                    • The future
                                                                                      • Figure 25: Best and worst case forecasts of UK online sales of clothing and footwear, 2006-16
                                                                                    • Factors used in the forecast
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Figure 26: Estimated market share of online fashion market, by channel, 2011
                                                                                        • Figure 27: Estimated market share of online fashion market, by channel and retailer, 2009-11
                                                                                      • Multichannel retailers dominate the market
                                                                                        • Pureplayers continue to steal share
                                                                                          • Catalogue retailers’ shares dip
                                                                                          • Companies and Products

                                                                                            • Asos
                                                                                              • Boden
                                                                                                • Browns Fashion
                                                                                                  • eBay Fashion Outlet
                                                                                                    • Figleaves
                                                                                                      • Freemans Grattan Holdings
                                                                                                        • N Brown
                                                                                                          • Net-a-Porter
                                                                                                            • Next
                                                                                                              • Shop Direct Group
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Adspend slumps
                                                                                                                    • Figure 28: Main monitored media advertising spend on online fashion, 2007-11
                                                                                                                  • Boohoo leads in adspend
                                                                                                                    • Figure 29: Main monitored media advertising spend on fashion online, by top 10 companies, by media type, 2007-11
                                                                                                                  • Press advertising dominates
                                                                                                                    • Figure 30: Main monitored media advertising spend on online fashion, 2007-11
                                                                                                                    • Figure 31: Main monitored media advertising spend on online fashion, % share, 2007-11
                                                                                                                  • Internet browsing habits
                                                                                                                    • Figure 32: Visitors to apparel websites, March 2012
                                                                                                                • Brand Research

                                                                                                                  • Brand map
                                                                                                                      • Figure 33: Attitudes towards and usage of brands in the online fashion sector, December 2011
                                                                                                                    • Correspondence analysis
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 34: Attitudes by online fashion brand, December 2011
                                                                                                                      • Brand personality
                                                                                                                        • Figure 35: Online fashion brand personality – macro image, December 2011
                                                                                                                        • Figure 36: Online fashion brand personality – micro image, December 2011
                                                                                                                      • Brand experience
                                                                                                                        • Figure 37: Online fashion brand usage, December 2011
                                                                                                                        • Figure 38: Satisfaction with various online fashion brands, December 2011
                                                                                                                        • Figure 39: Consideration of online fashion brands, December 2011
                                                                                                                        • Figure 40: Consumer perceptions of current online fashion brand performance, December 2011
                                                                                                                        • Figure 41: Online fashion brand recommendation – Net Promoter Score, December 2011
                                                                                                                      • Brand index
                                                                                                                        • Figure 42: Online fashion brand index, December 2011
                                                                                                                        • Figure 43: Online fashion brand index vs. recommendation, December 2011
                                                                                                                      • Target group analysis
                                                                                                                        • Figure 44: Target groups, December 2011
                                                                                                                        • Figure 45: Online fashion brand usage, by target groups, December 2011
                                                                                                                      • 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
                                                                                                                                    • Figure 46: Attitudes towards shopping and browsing for clothes online, January 2012
                                                                                                                                    • Figure 47: Attitudes towards shopping and browsing for clothes online, January 2012
                                                                                                                                    • Figure 48: Attitudes towards shopping and browsing for clothes online, February 2010, January 2011 and January 2012
                                                                                                                                  • In-store shopping is still favoured
                                                                                                                                    • Figure 49: Attitudes towards shopping and browsing for clothes online, by demographics, January 2012
                                                                                                                                  • Rise in shoppers buying more online
                                                                                                                                    • Browsing declines
                                                                                                                                      • Older men are less likely to browse for clothing online
                                                                                                                                        • Figure 50: Consumers who have never browsed for clothes online, by demographics, January 2012
                                                                                                                                    • The Consumer – Where They Buy Clothing

                                                                                                                                      • Key points
                                                                                                                                          • Figure 51: Retailers from where clothes are bought, January 2012
                                                                                                                                        • M&S takes the top spot from Next
                                                                                                                                          • Under-25s shop online at fashion stores
                                                                                                                                            • Department stores
                                                                                                                                              • Men buy online from sports stores
                                                                                                                                                • Supermarkets and value retailers lag behind
                                                                                                                                                  • Online players
                                                                                                                                                    • Figure 52: Websites used to buy clothes, January 2012
                                                                                                                                                  • Auction sites lead among online specialists
                                                                                                                                                    • Asos draws a young fashionable crowd
                                                                                                                                                      • Figure 53: Consumers who have bought clothing from Asos in the last 12 months, by demographics, January 2012
                                                                                                                                                    • Etailers offer greater range of sizes
                                                                                                                                                    • The Consumer – Attitudes Towards Buying Clothing Online

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 54: Attitudes towards shopping and browsing for clothes online, January 2012
                                                                                                                                                          • Figure 55: Attitudes towards shopping and browsing for clothes online, January 2012
                                                                                                                                                        • Streamlining the shopping process
                                                                                                                                                          • Trust is key
                                                                                                                                                            • Shopping for fun vs with a purpose
                                                                                                                                                              • Figure 56: Attitudes towards shopping and browsing for clothes online, by demographics, January 2012
                                                                                                                                                            • Size inconsistencies pose problems
                                                                                                                                                            • The Consumer – Further Attitudes Towards Buying Clothing Online

                                                                                                                                                              • Key points
                                                                                                                                                                  • Figure 57: Attitudes towards shopping and browsing for clothes online, by gender, January 2012
                                                                                                                                                                • Speed, convenience and choice
                                                                                                                                                                  • Under-35s are the biggest bargain hunters
                                                                                                                                                                    • Mixing online and in-store
                                                                                                                                                                      • Disappointment has affected one in four
                                                                                                                                                                        • Women are twice as likely to return items
                                                                                                                                                                          • M-commerce is driven by youths
                                                                                                                                                                            • Figure 58: Consumers who often use mobile devices or PC tablet to browse or buy clothes online and consumers who have used social media to find out about or purchase from fashion brands or retailers, by gender, January 2012
                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                            • Figure 59: Frequency of using internet in the last 12 months, 2006-08
                                                                                                                                                                            • Figure 60: Frequency of using internet in the last 12 months, 2009-11
                                                                                                                                                                            • Figure 61: Products bought online, 2007-11
                                                                                                                                                                            • Figure 62: Accessing the internet through a mobile phone, by demographics, 2011
                                                                                                                                                                            • Figure 63: Internet usage in the last 12 months, by demographics, 2011
                                                                                                                                                                            • Figure 64: Frequency of using internet in the last 12 months, by demographics, 2011
                                                                                                                                                                            • Figure 65: Time spent on the internet in the last week, by demographics, 2011
                                                                                                                                                                            • Figure 66: Frequency of purchasing online, by demographics, 2011
                                                                                                                                                                            • Figure 67: Products bought online, by demographics, 2011
                                                                                                                                                                            • Figure 68: Products bought through online, by demographics, 2011
                                                                                                                                                                            • Figure 69: Products bought through online, by demographics, 2011
                                                                                                                                                                            • Figure 70: Products bought through online, by demographics, 2011
                                                                                                                                                                        • Appendix – Brand Communication and Promotion

                                                                                                                                                                            • Figure 71: Main monitored media advertising spend on fashion online, by top 10 companies, by media type, 2007-11
                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                            • Figure 72: Brand usage, December 2011
                                                                                                                                                                            • Figure 73: Brand commitment, December 2011
                                                                                                                                                                            • Figure 74: Brand momentum, December 2011
                                                                                                                                                                            • Figure 75: Brand diversity, December 2011
                                                                                                                                                                            • Figure 76: Brand satisfaction, December 2011
                                                                                                                                                                            • Figure 77: Brand recommendation, December 2011
                                                                                                                                                                            • Figure 78: Brand attitude, December 2011
                                                                                                                                                                            • Figure 79: Brand image – macro image, December 2011
                                                                                                                                                                            • Figure 80: Brand image – micro image, December 2011
                                                                                                                                                                            • Figure 81: Profile of target groups by demographic, December 2011
                                                                                                                                                                            • Figure 82: Psychographic segmentation by target group, December 2011
                                                                                                                                                                            • Figure 83: Brand usage, by target groups, December 2011
                                                                                                                                                                          • Brand index
                                                                                                                                                                            • Figure 84: Brand index, December 2011
                                                                                                                                                                        • Appendix – The Consumer – Who Buys Fashion Online?

                                                                                                                                                                            • Figure 85: Attitudes towards shopping and browsing for clothes online, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 86: Attitudes towards shopping and browsing for clothes online, by attitudes towards shopping and browsing for clothes online, January 2012
                                                                                                                                                                        • Appendix – The Consumer – Where They Buy Clothing

                                                                                                                                                                            • Figure 87: Most popular in store or online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 88: Next most popular in store or online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 89: Other in store or online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 90: Least popular in store or online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 91: Most popular in store retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 92: Next most popular in store retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 93: Other in store retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 94: Least popular in store retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 95: Most popular online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 96: Next most popular online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 97: Other online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 98: Most popular online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 99: Next most popular online retailers from where clothes are bought, by detailed demographics, January 2012
                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Buying Clothing Online

                                                                                                                                                                            • Figure 100: Agreement with the statements ‘Shopping online helps in avoiding the crowds in the shops’ and ‘Browsing online reduces the time spent in stores’, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 101: Agreement with the statements ‘I tend to buy from a small number of websites that I trust’ and ‘When I set out to shop online I usually have a clear idea of what I want’, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 102: Agreement with the statements ‘Differences in sizes between stores can make shopping for clothing online difficult’ and ‘If I am unsure about a website, I tend to look for customer feedback/reviews’, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 103: Agreement with the statements ‘Online shopping is a form of entertainment’ and ‘Shopping online has not reduced the amount of time I spend shopping in store’, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 104: Agreement with the statements ‘I am happy to shop online but only for less expensive items’ and ‘I like to leave feedback/share opinions online about sites I have used’, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 105: 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 detailed demographics, January 2012
                                                                                                                                                                        • Appendix – The Consumer – Further Attitudes Towards Buying Clothing Online

                                                                                                                                                                            • Figure 106: Most popular attitudes towards shopping and browsing for clothes online, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 107: Nest most popular attitudes towards shopping and browsing for clothes online, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 108: Other attitudes towards shopping and browsing for clothes online, by detailed demographics, January 2012
                                                                                                                                                                            • Figure 109: Least popular attitudes towards shopping and browsing for clothes online, by detailed demographics, January 2012

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                        • ASOS (UK retail sales)
                                                                                                                                                                        • Aurora fashions UK
                                                                                                                                                                        • Boden UK
                                                                                                                                                                        • Boohoo.com plc
                                                                                                                                                                        • Burberry Group Plc
                                                                                                                                                                        • Calvin Klein, Inc.
                                                                                                                                                                        • Cartier SA
                                                                                                                                                                        • Debenhams (UK and Republic of Ireland)
                                                                                                                                                                        • Diesel
                                                                                                                                                                        • Dolce & Gabbana
                                                                                                                                                                        • Donna Karan International Inc.
                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                        • Figleaves Global Trading Ltd
                                                                                                                                                                        • Freemans Plc
                                                                                                                                                                        • French Connection (Retail)
                                                                                                                                                                        • Giorgio Armani S.p.A.
                                                                                                                                                                        • Grattan Plc
                                                                                                                                                                        • Groupon, Inc.
                                                                                                                                                                        • Gucci Group N.V.
                                                                                                                                                                        • Heine Group
                                                                                                                                                                        • House of Fraser Plc
                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                        • La Redoute (pre 20xx)
                                                                                                                                                                        • Lacoste
                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                        • N Brown Group Plc
                                                                                                                                                                        • Net-A-Porter Ltd
                                                                                                                                                                        • New Look Group Plc
                                                                                                                                                                        • Next Group
                                                                                                                                                                        • Office Holdings Ltd
                                                                                                                                                                        • Otto Group (Multichannel Retail)
                                                                                                                                                                        • Paul Smith Ltd
                                                                                                                                                                        • PayPal Inc.
                                                                                                                                                                        • Ralph Lauren Ltd
                                                                                                                                                                        • Richemont Group
                                                                                                                                                                        • River Island Clothing Co Ltd
                                                                                                                                                                        • Shop Direct Group
                                                                                                                                                                        • Stella McCartney
                                                                                                                                                                        • SuperGroup Plc (Retail)
                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                        • Topshop
                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                        • Victoria Beckham
                                                                                                                                                                        • Woolworths Group plc

                                                                                                                                                                        Fashion Online - UK - March 2012

                                                                                                                                                                        £1,750.00 (Excl.Tax)