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Holidaywear Shopping - UK - August 2012

“The rise in domestic holidays means that retailers and brands need to expand their definition of holidaywear away from the traditional beach clothing and swimwear collection. There is potential for holiday clothing to include a wider selection of outfits such as festival collections, as well as clothes suitable for the wet and cold British summer but with a feel-good holiday style.”

– Tamara Sender, Senior Clothing Analyst

Some questions answered in this report include:

  • What impact is the rise in staycations likely to have on the holiday clothing market?
  • How can retailers encourage people to take more new clothes, footwear and accessories on holiday with them?
  • How can online and multichannel retailers benefit from the increase in online shopping to push their holidaywear sales?
  • What can holidaywear retailers and brands do to further appeal to the growing 25-34-year-old segment?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Staycation trend continues
              • Figure 1: Volume of domestic and overseas holidays, 2006-11
            • Confidence low, but holidays a priority
              • Innovation
                • The consumer
                  • Britons love sea and sand
                    • Figure 2: Types of holidays taken in the last two years, by age group, June 2012
                  • Half only buy a few new items
                    • Figure 3: Statements about clothes taken on holiday in the last two years, June 2012
                  • Who buys the most ‘must-haves’?
                    • Figure 4: Holiday ‘must-haves’ purchased in the last two years, June 2012
                  • Growing popularity of online holiday shopping
                    • Figure 5: Retailers from where holiday clothes were bought, June 2012
                  • Women like to shop in advance for their holidays
                    • Young seek pre-holiday shopping fun
                      • Figure 6: Consumers who state that choosing holiday clothes is part of the holiday fun, by age group and gender, June 2012
                    • Multi-functional holidaywear
                      • Looking good on holiday
                        • What we think
                        • Issues in the Market

                            • What impact is the rise in staycations likely to have on the holiday clothing market?
                              • How can retailers encourage people to take more new clothes, footwear and accessories on holiday with them?
                                • How can online and multichannel retailers benefit from the increase in online shopping to push their holidaywear sales?
                                  • What can holidaywear retailers and brands do to further appeal to the growing 25-34-year-old segment?
                                  • Trend Applications

                                      • Trend: Experience is All
                                        • Trend: Life Hacking
                                          • 2015 Trend: Access Anything Anywhere
                                          • Internal Market Environment

                                            • Key points
                                              • Staycation trend continues
                                                • Figure 7: Volume of domestic and overseas holidays, 2006-11
                                                • Figure 8: Domestic vs overseas holiday expenditure, 2006-11
                                              • Short-haul trips
                                                • Figure 9: Year-on-year % change in volume of short-haul holidays, 2007-11
                                              • Most popular destinations
                                                • Figure 10: Most popular overseas travel destinations for UK residents, 2007-11
                                              • When do people take holidays?
                                                • Figure 11: Overseas holidays, seasonality, 2007-11
                                              • Bad weather
                                                • Figure 12: Mean annual temperature, summer temperature and summer sunshine hours, 2007-11
                                              • People take one to three trips
                                                • Figure 13: Number of trips taken by holidaymakers, 2011
                                              • Exchange rates
                                                • Figure 14: Exchange rates for sterling against other currencies, 2007-12
                                            • Broader Market Environment

                                              • Key points
                                                • Older population set for fast growth
                                                  • Figure 15: Trends in the age structure of the UK adult population, 2007-17
                                                • 25-34s to boost market
                                                  • Socio-economic groups
                                                    • Figure 16: Forecast growth of the UK population, by socio-economic group, 2007-17
                                                  • Confidence low, but holidays a priority
                                                    • Figure 17: Trends in consumer confidence, January 2008-April 2012
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Style replaces practicality for swimwear/shapewear takes the focus
                                                          • Ethical swimwear
                                                            • Celebrity lines
                                                              • New launches
                                                                • Out of season
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Clothing and footwear sales
                                                                      • Figure 18: Clothing and footwear trends, at current prices, 2007-11
                                                                    • Sales of toiletries
                                                                      • Figure 19: UK retail value sales of selected cosmetics and toiletries. at current prices, 2007-11
                                                                    • Sunglasses sales
                                                                      • Figure 20: UK sales of plano sunglasses, at current and constant prices, 2006-11
                                                                  • The Consumer – Holiday Taking

                                                                    • Key points
                                                                        • Figure 21: Types of holidays taken in the last two years, June 2012
                                                                      • Britons love sea and sand
                                                                        • Figure 22: Types of holidays taken in the last two years, by age group, June 2012
                                                                      • 25-34s like city breaks
                                                                        • Young want to camp in style
                                                                          • Under-35s prioritise holidays
                                                                            • Young shop and dance on holiday
                                                                              • Figure 23: Activities most enjoyed, by age group, 2011
                                                                          • The Consumer – Holiday Clothes Old or New?

                                                                            • Key points
                                                                              • Half only buy a few new items
                                                                                  • Figure 24: Statements about clothes taken on holiday in the last two years, June 2012
                                                                                • One in ten buy mostly new clothes
                                                                                  • No new clothes
                                                                                    • Some old, some new
                                                                                    • The Consumer – Holiday ‘Must-Haves’

                                                                                      • Key points
                                                                                          • Figure 25: Holiday ‘must-haves’ purchased in the last two years, June 2012
                                                                                          • Figure 26: Holiday ‘must-haves’ purchased in the last two years, by age group, June 2012
                                                                                        • Who buys the most ‘must-haves’?
                                                                                          • Beachwear
                                                                                            • Sandals or wellies?
                                                                                              • Holiday clothing
                                                                                                • Other ‘must-haves’
                                                                                                • The Consumer – Where People Buy Holidaywear

                                                                                                  • Key points
                                                                                                      • Figure 27: Retailers from where holiday clothes were bought, June 2012
                                                                                                      • Figure 28: Retailers from where holiday clothes were bought, by age group, June 2012
                                                                                                    • Supermarkets
                                                                                                      • Value retailers
                                                                                                        • Next
                                                                                                          • Mid-market fashion retailers
                                                                                                            • Higher-priced fashion stores
                                                                                                              • Growing popularity of online holiday shopping
                                                                                                              • The Consumer – Attitudes Towards Purchasing Holidaywear

                                                                                                                • Key points
                                                                                                                    • Figure 29: Attitudes towards purchasing holiday clothing, June 2012
                                                                                                                  • Multi-functional holidaywear
                                                                                                                    • Buying holidaywear from regular shops
                                                                                                                      • Figure 30: Consumers who buy their holiday clothes from the same shops they buy their regular (at home) clothes, by demographics, June 2012
                                                                                                                    • Women like to shop in advance for their holidays
                                                                                                                      • Men leave holiday buying to the last minute
                                                                                                                        • Young seek pre-holiday shopping fun
                                                                                                                          • Figure 31: Consumers who state that choosing holiday clothes is part of the holiday fun, by age group and gender, June 2012
                                                                                                                        • Looking good on holiday
                                                                                                                          • Special offers
                                                                                                                            • Shopping abroad
                                                                                                                              • Specific holiday areas
                                                                                                                                • Little interest in airport shopping
                                                                                                                                • The Consumer – Target Groups

                                                                                                                                  • Key points
                                                                                                                                    • Holidaywear target groups
                                                                                                                                      • Figure 32: Holidaywear target groups, June 2012
                                                                                                                                    • Fashion Followers (23% of consumers)
                                                                                                                                      • Practical Purchasers (38% of consumers)
                                                                                                                                        • Last Minute Shoppers (17% of consumers)
                                                                                                                                          • Organised Planners (23% of consumers)
                                                                                                                                          • Appendix – The Consumer – Holiday Taking

                                                                                                                                              • Figure 33: Types of holidays taken in the last two years, by demographics, June 2012
                                                                                                                                          • Appendix – The Consumer – Holiday Clothes Old or New?

                                                                                                                                              • Figure 34: Statements about clothes taken on holiday in the last two years, by demographics, June 2012
                                                                                                                                              • Figure 35: Attitudes towards purchasing holiday clothing, by statements about clothes taken on holiday in the last two years, June 2012
                                                                                                                                          • Appendix – The Consumer – Holiday ‘Must-Haves’

                                                                                                                                              • Figure 36: Holiday 'must-haves' purchased in the last two years, June 2012
                                                                                                                                              • Figure 37: Next holiday 'must-haves' purchased in the last two years, June 2012
                                                                                                                                              • Figure 38: Further holiday 'must-haves' purchased in the last two years, June 2012
                                                                                                                                          • Appendix – The Consumer – Where People Buy Holidaywear

                                                                                                                                              • Figure 39: Most popular retailers from where holiday clothes were bought in store, by demographics, June 2012
                                                                                                                                              • Figure 40: Next most popular retailers from where holiday clothes were bought in store, by demographics, June 2012
                                                                                                                                              • Figure 41: Most popular retailers from where holiday clothes were bought online, by demographics, June 2012
                                                                                                                                              • Figure 42: Statements about clothes taken on holiday in the last two years, by most popular retailers from where holiday clothes were bought in store, June 2012
                                                                                                                                              • Figure 43: Statements about clothes taken on holiday in the last two years, by next most popular retailers from where holiday clothes were bought in store, June 2012
                                                                                                                                              • Figure 44: Statements about clothes taken on holiday in the last two years, by most popular retailers from where holiday clothes were bought online, June 2012
                                                                                                                                          • Appendix – The Consumer – Attitudes Towards Purchasing Holidaywear

                                                                                                                                              • Figure 45: Most popular attitudes towards purchasing holiday clothing, by demographics, June 2012
                                                                                                                                              • Figure 46: Next most popular attitudes towards purchasing holiday clothing, by demographics, June 2012
                                                                                                                                              • Figure 47: Other attitudes towards purchasing holiday clothing, by demographics, June 2012
                                                                                                                                          • Appendix – Target Groups

                                                                                                                                              • Figure 48: Target groups, by demographics, June 2012
                                                                                                                                          • Appendix – The Consumer – Repertoire

                                                                                                                                              • Figure 49: Repertoire of holiday ‘must-haves’ purchased in the last two years, by demographics, June 2012

                                                                                                                                          Companies Covered

                                                                                                                                          • Adidas
                                                                                                                                          • Amazon.co.uk
                                                                                                                                          • Asda Group Ltd
                                                                                                                                          • ASOS (UK retail sales)
                                                                                                                                          • Association of British Travel Agents (The)
                                                                                                                                          • Bhs Ltd
                                                                                                                                          • Christian Lacroix
                                                                                                                                          • Debenhams (UK and Republic of Ireland)
                                                                                                                                          • Dolce & Gabbana
                                                                                                                                          • El Corte Inglés
                                                                                                                                          • Figleaves Global Trading Ltd
                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                          • H&M Hennes & Mauritz
                                                                                                                                          • Harrods Group Total
                                                                                                                                          • Harvey Nichols UK
                                                                                                                                          • House of Fraser Plc
                                                                                                                                          • JD Sports - Fashion
                                                                                                                                          • Jean Paul Gaultier SA
                                                                                                                                          • Jigsaw
                                                                                                                                          • John Lewis Partnership
                                                                                                                                          • Kantar Media
                                                                                                                                          • Lejaby
                                                                                                                                          • Marks & Spencer
                                                                                                                                          • Matalan Ltd
                                                                                                                                          • New Look Group Plc
                                                                                                                                          • Next Group
                                                                                                                                          • Peacocks
                                                                                                                                          • Primark Stores Ltd
                                                                                                                                          • Reiss Ltd
                                                                                                                                          • Shop Direct Group
                                                                                                                                          • Sports Direct UK
                                                                                                                                          • Ted Baker
                                                                                                                                          • The London Organising Committee of the Olympic Games and Paralympic Games Limited
                                                                                                                                          • The TJX Companies
                                                                                                                                          • Topman old
                                                                                                                                          • Topshop old
                                                                                                                                          • TripIt
                                                                                                                                          • Ultimo
                                                                                                                                          • Wizz Air Hungary Airlines Ltd
                                                                                                                                          • Yoox

                                                                                                                                          Holidaywear Shopping - UK - August 2012

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