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Women's Fashion Lifestyles - UK - May 2010

  • Despite the gloomy economic background during 2008-09 sales of womenswear have held up strongly as women continue to treat themselves to something new, even if they display a little more of a thrifty attitude to shopping. Womenswear shopping remains a popular pastime and a third of women enjoy shopping and browsing for clothes.
  • Between 2005 and 2010, consumer spending on women’s outwear grew by 15% to an estimated £19 billion. As the economy recovers, womenswear sales are forecast to grow by 12.5% in the five years to 2015, reaching £21.4bn.
  • Heightened price sensitivity because of the recession has reduced experimentation with brands. The recession has also led a third of women to become less impulsive in their clothes buying habits. Almost half (47%) of all women, and over half of 16-24-year-olds (54%), do most of their clothes shopping during sales, illustrating a desire to make savings.
  • Major lifestage changes shape women’s attitudes to fashion and shopping. The freest spenders are Fledglings, aged 15-34, unmarried, no kids and living with their parents. This group is the most interested in styles and looking well dressed. But as they move out, things change. Flown the Nest are 15-34-yrs old, not married but do not live with relations. For this group, interest in the latest fashions wanes as the demands on their pocket increase due to establishing independent lives.
  • Once women start a family dramatic changes in priorities take place. Families are less motivated by fashion and seek comfort, yet they want to appear well dressed. Only when children leave home, do mothers regain an interest in looking well dressed, although they are much less inclined to want up-to-the-minute fashion.
  • Seven in ten women have internet access, so opportunities for web-based browsing and retailing are huge. The web will also be a key medium for consumer communications as women access the internet from home, on the move or at work.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Toluna (Qualboard)
            • Abbreviations
            • Future Opportunities

              • Renting and exchanging for the frugal fashionista
                • Bring it to the UK!
                  • Join the conversation
                    • Win the lifestyle
                      • Re-inventing fashion for the older shopper
                      • Market in Brief

                        • Sales growth despite recession
                          • Figure 1: UK sales of womens outerwear, at current prices, 2005-15
                        • Youth boom is over
                          • Mid and older lifestages to grow most
                            • More career women
                              • Growth in the outsize market
                                • Online browsing creates huge opportunities
                                  • Key changes with attitudes by lifestage
                                    • Spending trends by garment
                                      • Figure 2: Target groups for womenswear shopping, 2009
                                    • Recession – am I bothered?
                                      • A careful approach to spending
                                        • Love to shop
                                          • Suffering for your fashion
                                            • Clothes have cheerful connotations
                                              • Where women shop for clothes
                                                • Figure 3: Where women shop for clothes, by outlet type, February 2010
                                              • Summary
                                              • Market Background

                                                • Key points
                                                  • Population structure is changing
                                                    • Figure 4: Structure of the UK population – women, by age, 2005-15
                                                  • Overall numbers of women are growing
                                                    • Young fashion heyday
                                                      • The settling lifestage
                                                        • Middle age spread
                                                          • Ageing ladies
                                                            • Upwardly mobile population
                                                              • Figure 5: Structure of the UK population, by socio-economic group, 2005-15
                                                            • The battle of the bulge
                                                              • Figure 6: Trends in personal concerns, June 2009-January 2010
                                                              • Figure 7: Overweight and obese population, 2003-50
                                                            • More women are overweight
                                                              • Who will go to the gym?
                                                                • Figure 8: Visited leisure centre/gym/health club in the last 12 months, by lifestage, 2009
                                                              • Cut those calories
                                                                • Figure 9: Slimming, by lifestage, 2009
                                                              • More career women
                                                                • Figure 10: Employment and unemployment – women, 2005-15
                                                              • Stable number of women in employment
                                                                • Youth unemployment
                                                                  • Employment expected to recover
                                                                    • Figure 11: Percentage of men and women in work, 2000-15
                                                                  • Type of employment
                                                                    • Figure 12: Employment, by sector, 2005-09
                                                                  • Getting behind a desk
                                                                    • Slow growth in family income
                                                                      • Figure 13: Women’s family income before tax, total, 2005-09
                                                                    • Time to start a family
                                                                      • Figure 14: Child population and birth statistics, UK, 2005-15
                                                                    • Getting connected
                                                                      • Figure 15: Internet penetration at home/work/place of study or elsewhere in GB, by gender, socio-economic group and age, 2003-09
                                                                    • Rapid uptake of internet connections
                                                                      • Slight rise in non-spenders
                                                                        • Figure 16: Expenditure on womenswear, 2006-09
                                                                      • Women give more thought to spending
                                                                        • Figure 17: Women’s attitudes towards self-treats and shopping, Q4 2007-Q3 2009
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • The clothing market
                                                                              • Figure 18: UK value sales and forecast for women's outerwear, 2005-15
                                                                            • Steady sales despite recession
                                                                              • Lower end buoyant
                                                                                • Forecast
                                                                                • Who’s Innovating?

                                                                                  • GIVe by George Davies
                                                                                    • ASOS introduces same-day delivery and so much more
                                                                                      • Anthropologie creates a new kind of retail space
                                                                                        • Tesco enters high fashion
                                                                                          • Ethical high fashion
                                                                                            • Superdry – super growth
                                                                                              • M&S launches mobile browsing
                                                                                              • Women’s Attitudes towards Appearance and Shopping

                                                                                                • Key points
                                                                                                  • Trends in attitudes towards personal appearance
                                                                                                    • Figure 19: Trends in attitudes towards personal appearance, 2005-09
                                                                                                  • Take a look at me!
                                                                                                    • Expressing her own sense of style
                                                                                                      • Shop until you drop
                                                                                                        • We don’t need props
                                                                                                          • Attitudes towards appearance by lifestage
                                                                                                            • Figure 20: Attitudes towards personal appearance, by lifestage, 2009
                                                                                                            • Figure 21: Attitudes towards personal appearance, by lifestage (continued), 2009
                                                                                                          • Young, fashionable and branded
                                                                                                            • Hey mum, look at you!
                                                                                                              • Better image for the third age
                                                                                                                • Attitudes towards shopping and spending by lifestage
                                                                                                                  • Figure 22: Attitudes towards clothing, by lifestage, 2009
                                                                                                                • Love to shop
                                                                                                                  • Big spenders
                                                                                                                    • But, they continue to buy
                                                                                                                      • Further statements about clothing by lifestage
                                                                                                                        • Figure 23: Attitudes towards clothing, by lifestage, 2009
                                                                                                                      • Make it last
                                                                                                                        • Homespun
                                                                                                                          • Jeans a wardrobe staple
                                                                                                                          • Outerwear Spending Trends

                                                                                                                            • Key points
                                                                                                                              • Figure 24: Trends in outerwear bought in the last 12 months, 2006-09
                                                                                                                            • Trends in average spending
                                                                                                                              • Figure 25: Trends in average amount spent on clothing in the last 12 months, 2006-09
                                                                                                                            • Fashion at pocket-money prices
                                                                                                                              • Style trends influence spend
                                                                                                                                • What women buy, by lifestage
                                                                                                                                  • Figure 26: Outerwear bought in the last 12 months, by lifestage, 2009
                                                                                                                                  • Figure 27: Outerwear bought in the last 12 months, by lifestage (continued), 2009
                                                                                                                              • Target Groups for Womenswear

                                                                                                                                • Key points
                                                                                                                                  • Four core customer types
                                                                                                                                    • Figure 28: Marketing targets for womenswear, 2009
                                                                                                                                  • Budget Dressers (26% of women)
                                                                                                                                    • Who are they?
                                                                                                                                      • Marketing message
                                                                                                                                        • Relaxed attire (25% of women)
                                                                                                                                          • Who are they?
                                                                                                                                            • Marketing message
                                                                                                                                              • Fashion followers (20% of women)
                                                                                                                                                • Who are they?
                                                                                                                                                  • Marketing message
                                                                                                                                                    • Stylish Enthusiasts (29% of women)
                                                                                                                                                      • Who are they?
                                                                                                                                                        • Marketing message
                                                                                                                                                        • Women’s Attitudes Towards Clothes Shopping in Recession

                                                                                                                                                          • Key points
                                                                                                                                                            • Has the recession influenced attitudes?
                                                                                                                                                              • Figure 29: Women's attitudes towards shopping for clothes in 2009, February 2010
                                                                                                                                                            • Caution in the air
                                                                                                                                                              • Insulated from recession
                                                                                                                                                                • How the attitudes vary by the type of stores shopped in
                                                                                                                                                                  • Figure 30: Women's attitudes towards shopping for clothes in 2009, by shopper type, February 2010
                                                                                                                                                                • Looking ahead to 2010
                                                                                                                                                                  • Figure 31: Women's attitudes towards shopping for clothes in the year ahead, February 2010
                                                                                                                                                                • Cautious outlook
                                                                                                                                                                  • Spendthrift youth
                                                                                                                                                                    • High earners
                                                                                                                                                                      • Figure 32: Women's attitudes towards shopping for clothes in the year ahead, by shopper type, February 2010
                                                                                                                                                                  • Attitudes Towards Clothes Shopping

                                                                                                                                                                    • Key points
                                                                                                                                                                      • What women think about buying clothes
                                                                                                                                                                        • Figure 33: Women's attitudes towards buying clothes in general, February 2010
                                                                                                                                                                      • Everyone loves a bargain
                                                                                                                                                                        • Rise of the value retailers
                                                                                                                                                                          • Shopping around on price
                                                                                                                                                                            • Trusted brands
                                                                                                                                                                              • More attitudes towards clothes buying
                                                                                                                                                                                • Figure 34: Women's attitudes towards buying clothes in general, February 2010
                                                                                                                                                                              • Refreshing the collection
                                                                                                                                                                                • Less impulse buying
                                                                                                                                                                                  • Timeless styles
                                                                                                                                                                                    • Fewer specials
                                                                                                                                                                                      • Gifts please
                                                                                                                                                                                      • How Women Feel About Shopping For Clothes

                                                                                                                                                                                        • Key points
                                                                                                                                                                                            • Figure 35: Women's attitudes towards shopping for clothes, February 2010
                                                                                                                                                                                          • Bargain hunting
                                                                                                                                                                                            • Favourite shops
                                                                                                                                                                                              • Love to browse
                                                                                                                                                                                                • Scary shopping
                                                                                                                                                                                                  • Reluctant shoppers
                                                                                                                                                                                                    • How women feel about the shopping trip
                                                                                                                                                                                                      • Figure 36: Women's attitudes towards shopping for clothes, February 2010
                                                                                                                                                                                                    • Trying on
                                                                                                                                                                                                      • Comfort factors
                                                                                                                                                                                                        • Shopping centres attract younger shoppers
                                                                                                                                                                                                          • Longer-lasting quality
                                                                                                                                                                                                            • How women feel about the shopping trip, by types of clothes bought
                                                                                                                                                                                                              • Figure 37: Women's attitudes towards shopping, by shopper type, February 2010
                                                                                                                                                                                                            • Browsing popular with high-end shoppers
                                                                                                                                                                                                            • Motivation for Buying Clothes

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • What stimulates women to buy clothes?
                                                                                                                                                                                                                  • Figure 38: Motivating factors for women to buy clothes, February 2010
                                                                                                                                                                                                                • Party time
                                                                                                                                                                                                                  • It’s a great deal
                                                                                                                                                                                                                    • Go on, you deserve it!
                                                                                                                                                                                                                      • Impress the new boss
                                                                                                                                                                                                                        • The thrill of the new
                                                                                                                                                                                                                          • Magazine minorities
                                                                                                                                                                                                                            • Further motivating factors
                                                                                                                                                                                                                              • Figure 39: Motivating factors for women to buy clothing, February 2010
                                                                                                                                                                                                                            • Replacing the old stuff
                                                                                                                                                                                                                              • Celebrate in style
                                                                                                                                                                                                                                • Holiday time
                                                                                                                                                                                                                                  • A new catalogue
                                                                                                                                                                                                                                    • Reward time
                                                                                                                                                                                                                                      • Personalised offers matter
                                                                                                                                                                                                                                      • Shopper Types and Where They Shop

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Shopper types
                                                                                                                                                                                                                                            • Figure 40: Type of retailer women ever buy clothes from, February 2010
                                                                                                                                                                                                                                          • Eight in ten use mid-market shops
                                                                                                                                                                                                                                            • Figure 41: Type of retailer women ever buy clothes from, by age and socio-economic group, February 2010
                                                                                                                                                                                                                                          • Young city dwellers
                                                                                                                                                                                                                                            • Young professionals favour mid-market
                                                                                                                                                                                                                                              • Cheap chic
                                                                                                                                                                                                                                                • Where they buy different garments
                                                                                                                                                                                                                                                  • Figure 42: Type of retailer women ever buy clothes from, February 2010
                                                                                                                                                                                                                                                • Cheaper outlets for less formal clothes
                                                                                                                                                                                                                                                  • Jeans a wardrobe staple
                                                                                                                                                                                                                                                    • Impressing the boss
                                                                                                                                                                                                                                                      • Where they shop
                                                                                                                                                                                                                                                        • Figure 43: Outlets where clothes were bought in the last 12 months, February 2010
                                                                                                                                                                                                                                                      • Value retailers top the charts
                                                                                                                                                                                                                                                        • Clothes with your baked beans?
                                                                                                                                                                                                                                                          • Mid-market fashion hugely popular
                                                                                                                                                                                                                                                            • Marks & Spencer is a major player
                                                                                                                                                                                                                                                              • Next – massive presence
                                                                                                                                                                                                                                                                • Department stores competing in fashion
                                                                                                                                                                                                                                                                  • Sports brands remain popular
                                                                                                                                                                                                                                                                    • How attitudes vary by the kind of clothes shop used
                                                                                                                                                                                                                                                                      • Figure 44: Women’s attitudes towards buying clothes in general, shopper type, February 2010
                                                                                                                                                                                                                                                                    • Special deals popular
                                                                                                                                                                                                                                                                      • Price-aware
                                                                                                                                                                                                                                                                        • Safety net
                                                                                                                                                                                                                                                                          • Further attitudes analysed by the kind of clothes purchased
                                                                                                                                                                                                                                                                            • Figure 45: Women’s attitudes towards buying clothes in general, by shopper type, February 2010
                                                                                                                                                                                                                                                                          • Timeless styling at higher prices
                                                                                                                                                                                                                                                                            • Cutting down on specials
                                                                                                                                                                                                                                                                              • Clothes a priority for some
                                                                                                                                                                                                                                                                                • Other attitudes by groups of retailers women buy different clothes from
                                                                                                                                                                                                                                                                                  • Figure 46: Attitudes towards buying clothes in general (continued), by shopper type, February 2010
                                                                                                                                                                                                                                                                                • Motivating factors
                                                                                                                                                                                                                                                                                  • Figure 47: Motivating factors for women to buy clothes, by shopper type, February 2010
                                                                                                                                                                                                                                                                                • Party time
                                                                                                                                                                                                                                                                                  • I deserve a treat
                                                                                                                                                                                                                                                                                    • First off the starting blocks
                                                                                                                                                                                                                                                                                      • Further motivating factors
                                                                                                                                                                                                                                                                                        • Figure 48: Motivating factors for women to buy clothes, by shopper type, February 2010
                                                                                                                                                                                                                                                                                      • Have a chuck-out
                                                                                                                                                                                                                                                                                        • No excuses
                                                                                                                                                                                                                                                                                          • Personal relationships
                                                                                                                                                                                                                                                                                          • Appendix – Market Background

                                                                                                                                                                                                                                                                                              • Figure 49: Visited leisure centre/gym/health club or slimming in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                                          • Appendix – Women’s Attitudes Towards Appearance and Shopping

                                                                                                                                                                                                                                                                                              • Figure 50: Statements on personal appearance, by demographics, 2009
                                                                                                                                                                                                                                                                                              • Figure 51: Statements on clothing, by demographics, 2009
                                                                                                                                                                                                                                                                                              • Figure 52: Statements on clothing, by demographics, 2009
                                                                                                                                                                                                                                                                                          • Appendix – Outerwear Spending Trends

                                                                                                                                                                                                                                                                                              • Figure 53: Expenditure on womenswear, by garment, 2006-09
                                                                                                                                                                                                                                                                                              • Figure 54: Outerwear bought in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                                              • Figure 55: Outerwear bought in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                                                                                          • Appendix – Target Groups for Womenswear

                                                                                                                                                                                                                                                                                              • Figure 56: Agreement with selected lifestyle statements, by target groups, 2009
                                                                                                                                                                                                                                                                                              • Figure 57: Target groups, by demographics, 2009
                                                                                                                                                                                                                                                                                          • Appendix – Women’s Attitudes Towards Clothes Shopping in a Recession

                                                                                                                                                                                                                                                                                              • Figure 58: Attitudes of women towards shopping for clothes now compared to one year ago, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 59: Attitudes of women towards shopping for clothes in the year ahead, by demographics, February 2010
                                                                                                                                                                                                                                                                                          • Appendix – Attitudes Towards Clothes Shopping

                                                                                                                                                                                                                                                                                              • Figure 60: Most popular attitudes of women towards buying clothes in general, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 61: Next most popular attitudes of women towards buying clothes in general, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                              • Figure 62: Attitudes of women towards shopping for clothes now compared to one year ago, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 63: Next most popular attitudes of women towards buying clothes in general, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                          • Appendix – How Women Feel About Shopping for Clothes

                                                                                                                                                                                                                                                                                              • Figure 64: Attitudes of women towards shopping for clothes, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 65: Most popular attitudes of women towards shopping for clothes, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 66: Next most popular attitudes of women towards shopping for clothes, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                          • Appendix – Motivation for Buying Clothes

                                                                                                                                                                                                                                                                                              • Figure 67: Most popular motivating factors for women for buying particular clothing item/items, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 68: Next most popular motivating factors for women for buying particular clothing item/items, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                              • Figure 69: Most popular motivating factors for women for buying particular clothing item/items, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 70: Next most popular motivating factors for women for buying particular clothing item/items, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                          • Appendix – Shopper Types and Where They Shop

                                                                                                                                                                                                                                                                                              • Figure 71: Groups of retailers women ever buy different clothes from, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 72: Groups of retailers women ever buy different clothes from, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                              • Figure 73: Groups of retailers women ever buy different clothes from, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                              • Figure 74: Type of retailer women ever buy different clothes from, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 75: Outlets from which women bought clothes in the last 12 months, by demographics, February 2010
                                                                                                                                                                                                                                                                                              • Figure 76: Outlets from which women bought clothes in the last 12 months, by demographics, February 2010 (continued)
                                                                                                                                                                                                                                                                                              • Figure 77: Outlets from which women bought clothes in the last 12 months, by demographics, February 2010 (continued)

                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                                                                                          • ASOS
                                                                                                                                                                                                                                                                                          • Austin Reed Group Ltd (Retail)
                                                                                                                                                                                                                                                                                          • Blacks Outdoor Retail Ltd
                                                                                                                                                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                                                                                          • Clarks of England USA
                                                                                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                                                                                          • Condé Nast Publications Inc.
                                                                                                                                                                                                                                                                                          • Cotton Traders Ltd
                                                                                                                                                                                                                                                                                          • Debenhams Total (GTV)
                                                                                                                                                                                                                                                                                          • Dorothy Perkins old
                                                                                                                                                                                                                                                                                          • Evans old
                                                                                                                                                                                                                                                                                          • Freemans Plc
                                                                                                                                                                                                                                                                                          • Freeview
                                                                                                                                                                                                                                                                                          • Gap Inc
                                                                                                                                                                                                                                                                                          • GIVe
                                                                                                                                                                                                                                                                                          • Grazia
                                                                                                                                                                                                                                                                                          • H&M Hennes & Mauritz
                                                                                                                                                                                                                                                                                          • Hobbs Ltd
                                                                                                                                                                                                                                                                                          • House of Fraser Plc
                                                                                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                                                                                          • Jaeger Company's Shops Ltd
                                                                                                                                                                                                                                                                                          • JD Sports - Sports
                                                                                                                                                                                                                                                                                          • Jigsaw
                                                                                                                                                                                                                                                                                          • JJB Sports Plc
                                                                                                                                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                                                                                                                                          • Kantar Media
                                                                                                                                                                                                                                                                                          • Karen Millen
                                                                                                                                                                                                                                                                                          • Laura Ashley Group
                                                                                                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                                                                                                          • Market & Opinion Research International (MORI)
                                                                                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                                                                                          • Matalan Ltd
                                                                                                                                                                                                                                                                                          • mmO2 plc
                                                                                                                                                                                                                                                                                          • Monster
                                                                                                                                                                                                                                                                                          • N Brown Group Plc
                                                                                                                                                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                                                                                                                                                          • New Look Group Plc
                                                                                                                                                                                                                                                                                          • Next Group
                                                                                                                                                                                                                                                                                          • Nike
                                                                                                                                                                                                                                                                                          • Orange plc (UK)
                                                                                                                                                                                                                                                                                          • Peacocks
                                                                                                                                                                                                                                                                                          • Prada (I Pellettieri d'Italia S.p.A.)
                                                                                                                                                                                                                                                                                          • Primark Stores Ltd
                                                                                                                                                                                                                                                                                          • Reiss Ltd
                                                                                                                                                                                                                                                                                          • River Island Clothing Co Ltd
                                                                                                                                                                                                                                                                                          • Selfridges Retail Ltd
                                                                                                                                                                                                                                                                                          • Sports Direct UK
                                                                                                                                                                                                                                                                                          • Stella McCartney
                                                                                                                                                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                                                                                          • The TJX Companies
                                                                                                                                                                                                                                                                                          • Topshop old
                                                                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                                                                          • Universities & Colleges Admissions Service (UCAS)
                                                                                                                                                                                                                                                                                          • Urban Outfitters
                                                                                                                                                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                                                          Women's Fashion Lifestyles - UK - May 2010

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