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Seasonal Summer Fashion - UK - December 2015

“As three quarters of Britons only purchase new clothing for a holiday or festival that they will be able to wear again, there is demand for retailers to offer more adaptable summer collections that are less seasonally defined and can be worn away from the beach and in the UK even with the unpredictable summer weather.”
– Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

  • How can retailers drive holiday wear purchases?
  • What types of retailers stand out for occasionwear?
  • What opportunities are there for driving sales of clothes for weddings or other special occasions in the summer?

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Table of contents

  1. Overview

      • Products covered in this report
      • Executive Summary

          • Domestic holidays down as people head overseas
            • Figure 1: Number of domestic and overseas holidays, 2009-14
          • Retailers use festivals as a marketing tool
            • Gap in the market for young male holiday wear
              • Figure 2: Purchasing of fashion items for different summer events, September 2015
            • Department stores are the number one choice for occasionwear
              • Figure 3: Retailers where fashion items for summer 2015 holidays and/or wedding or other special events during summer 2015 were purchased, September 2015
            • Women prioritise flattering fitting occasionwear
              • Figure 4: What would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special occasion in the summer, September 2015
            • Half buy occasionwear from usual retailers
              • Figure 5: Agreement with attitudes towards purchasing clothes for a wedding, races or other formal event in the summer, September 2015
            • Female over-45s want multipurpose holiday wear
              • Figure 6: Agreement with attitudes towards purchasing clothes for summer holidays or festivals, September 2015
            • What we think
            • Issues and Insights

              • How can retailers drive holiday wear purchases?
                • The facts
                  • The implications
                    • What types of retailers stand out for occasionwear?
                      • The facts
                        • The implications
                          • What opportunities are there for driving sales of clothes for weddings or other special occasions in the summer?
                            • The facts
                              • The implications
                              • Market Drivers

                                • Summer temperatures fall below average in 2015
                                  • Domestic holidays down as people head overseas
                                    • Figure 7: Number of domestic and overseas holidays, 2009-14
                                    • Figure 8: Long-haul vs. short-haul holidays, by volume, 2009-14
                                    • Figure 9: Domestic vs overseas holidays expenditure, 2009-14
                                  • 16-24s are the main festival attendees
                                    • Figure 10: Music festival visiting, by age, June 2015
                                  • Wedding season peaks in August
                                    • Figure 11: Month of occurrence for marriages in England and wales, 2010 and 2011*
                                  • Smartphone ownership fuels photo sharing activity
                                    • Figure 12: Personal ownership of consumer technology products, by age, June 2015
                                    • Figure 13: Online activities performed in the last three months, by age, June 2015
                                  • Falling 15-24s could pose a challenge
                                  • Key Players – What You Need to Know

                                    • Retailers use festivals as a marketing tool
                                      • Expert advice is in fashion
                                        • Sustainable swimwear
                                          • Men’s made-to-measure and style advice services
                                            • Pre-summer advertising peaks in March
                                              • M&S and H&M biggest spenders on beachwear ads
                                                • Summer advertising campaigns
                                                • Innovations and Launch Activity

                                                  • Holidays, festivals and summer wear
                                                    • Festivals used as a marketing tool
                                                      • Figure 14: H&M’s co-branded collection with the Coachella Valley Music and Arts Festival, 2015
                                                    • Growing market for men’s luxury swimwear
                                                      • Expert advice is in fashion
                                                        • Topshop’s colour palette tool for shopping the season
                                                          • The brand behind the colour-block bikini trend
                                                            • Recycled materials create long-lasting swimwear
                                                              • Topshop launches resort collection
                                                                • Capturing the travelling customer
                                                                  • Weddings and formal occasions
                                                                    • Made to Measure service
                                                                      • The introduction of sub-brands drives suit sales
                                                                        • New hub for men’s wedding style advice
                                                                          • Figure 15: Screenshot from Hackett’s wedding style platform, The Stag
                                                                        • Fashion mini bar: an opportunity in the wedding and races season
                                                                          • ASOS enters the bridesmaid market
                                                                          • Advertising and Marketing Activity

                                                                            • Pre-summer advertising peaks in March
                                                                              • Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on fashion and accessories, February-August 2014 and 2015
                                                                            • Advertising spend on beachwear
                                                                              • Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on beachwear, February-August 2011-15
                                                                              • Figure 18: Sainsbury’s spring/summer marketing
                                                                              • Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on beachwear, by media type, 2015
                                                                            • Summer advertising campaigns: the high street
                                                                              • Figure 20: A shot from Very’s #Can’tWaitForSummer television advert, 2015
                                                                              • Figure 21: Ted Baker’s spring/summer 2015 campaign images
                                                                            • Summer advertising campaigns: designer
                                                                            • The Consumer – What You Need to Know

                                                                              • Gap in the market for young male holiday wear
                                                                                • A quarter of under-35s buy fashion for festivals
                                                                                  • A fifth buy items for weddings
                                                                                    • Department stores are the number one choice for occasionwear
                                                                                      • Women prioritise flattering fitting occasionwear
                                                                                        • Young want formal clothes designs that stand out
                                                                                          • Half buy occasionwear from usual retailers
                                                                                            • 54% of women struggle to know what to wear to formal events
                                                                                              • Female over-45s want multipurpose holiday wear
                                                                                                • Young women drive swimwear purchases
                                                                                                • Purchasing for Summer Events

                                                                                                  • Gap in the market for young male holiday wear
                                                                                                      • Figure 22: Types of fashion items purchased for different summer events, September 2015
                                                                                                    • Driving purchasing of holiday footwear and accessories among older women
                                                                                                      • A quarter of under-35s buy fashion for festivals
                                                                                                        • A fifth buy items for weddings
                                                                                                          • Figure 23: Purchasing of fashion items for different summer events, September 2015
                                                                                                        • Young females buy clothes, shoes and accessories for holidays
                                                                                                          • Figure 24: Repertoire of items purchased for summer holiday in 2015, September 2015
                                                                                                      • Where Fashion Items for Summer Events Were Purchased

                                                                                                        • Primark is the holiday retailer of choice
                                                                                                          • Figure 25: Retailers where fashion items for summer 2015 holidays and/or wedding or other special events during summer 2015 were purchased, September 2015
                                                                                                        • Young women shop at New Look and H&M for holidays
                                                                                                          • Figure 26: Retailers where fashion items for summer 2015 holidays were purchased, by gender, September 2015
                                                                                                        • Department stores are the number one choice for occasionwear
                                                                                                            • Figure 27: Retailers where fashion items were purchased for weddings or other special events during summer 2015, by gender, September 2015
                                                                                                          • Less than one in 10 buy from occasionwear specialists
                                                                                                          • Encouraging Purchasing of Clothes for a Wedding or Other Special Occasion in the Summer

                                                                                                            • Women prioritise flattering fitting occasionwear
                                                                                                              • Figure 28: What would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special occasion in the summer, September 2015
                                                                                                            • Low prices
                                                                                                              • Young want designs that stand out
                                                                                                                • Figure 29: Agreement with ‘designs that stand out’ as one of the factors that would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special occasion in the summer, by age, September 2015
                                                                                                            • Attitudes towards Purchasing Clothes for a Wedding, Races or Other Formal Event in the Summer

                                                                                                              • Half buy occasionwear from usual retailers
                                                                                                                • Figure 30: Agreement with attitudes towards purchasing clothes for a wedding, races or other formal event in the summer, September 2015
                                                                                                              • 54% of women struggle to know what to wear to formal events
                                                                                                                • Men keen on retailers that offer alteration services
                                                                                                                  • Under-45s keen on personal shopper for occasionwear
                                                                                                                      • Figure 31: Attitudes towards clothes purchasing in the summer – CHAID – Tree output, September 2015
                                                                                                                    • Methodology
                                                                                                                    • Attitudes towards Purchasing Clothes for Summer Holidays or Festivals

                                                                                                                      • Female over-45s want multipurpose holiday wear
                                                                                                                        • Figure 32: Agreement with attitudes towards purchasing clothes for summer holidays or festivals, September 2015
                                                                                                                      • Seasonal summer sales
                                                                                                                        • Young women drive swimwear purchases
                                                                                                                          • Holiday or festival pages online
                                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                                            • Data sources
                                                                                                                              • Consumer research methodology
                                                                                                                                • Abbreviations

                                                                                                                                Companies Covered

                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                Seasonal Summer Fashion - UK - December 2015

                                                                                                                                £1,995.00 (Excl.Tax)