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Women's Fashion Lifestyles - UK - May 2011

  • Is the era of fast fashion coming to an end?
  • What innovations are driving growth in the sector?
  • Has the recession had an impact on women’s shopping habits?
  • How can retailers target growing numbers of older women?

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Table of contents

  1. Introduction

      • Abbreviations
      • Executive Summary

          • The market
            • Figure 1: Best and worst case forecasts of UK sales of women’s outerwear, 2005-15
          • Women spend, but remain cautious
            • Value sales up as clothes prices rise
              • Market factors
                • 25-34s to boost market
                  • Retailers need to do more to cater for boom in over-45s
                    • Changing body sizes
                      • The consumer
                        • Figure 2: Outlets used to buy womenswear in the last 12 months, February 2011
                      • Value retailers and supermarkets lead
                        • Most women are seasonal shoppers
                          • Over half of women follow fashion
                            • Young mums and over-45s struggle with their size
                              • Rise in investment buying
                                • Figure 3: Change in shopping for clothes in the last 12 months, 2010 and 2011
                              • What we think
                              • Issues in the Market

                                  • Is the era of fast fashion coming to an end?
                                    • What innovations are driving growth in the sector?
                                      • Has the recession had an impact on women’s shopping habits?
                                        • How can retailers target growing numbers of older women?
                                        • Future Opportunities

                                          • Trend: Agelessness
                                            • Trend: Alpha Mothers
                                            • Market Environment

                                              • Key points
                                                • Female population trends
                                                  • Figure 4: Trends in the age structure of the UK female population, 2005-15
                                                • 25-34s to boost market
                                                  • Retailers need to do more to cater for boom in over-45s
                                                    • Declining under-25s to hit retailers
                                                      • ABs to boost womenswear
                                                        • Figure 5: Forecast adult population trends, by socio-economic group, 2005-15
                                                      • C2s cut back
                                                        • Changing body sizes
                                                          • Figure 6: Proportion of overweight and obese population, by gender, 2005-50
                                                        • A tough job market
                                                          • Birth statistics
                                                            • Figure 7: Child population and birth statistics, UK, 2005-15
                                                          • Women become more squeezed
                                                            • Broadband penetration
                                                              • Figure 8: Broadband penetration, by gender, age and socio-economic group, 2004-10
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Struggling with size
                                                                    • Everyday fashion-forward females
                                                                      • Price promotions
                                                                        • Dislike of fitting rooms
                                                                          • Brands targeting mature women
                                                                            • Customisable fashion
                                                                              • Designer and celebrity collaborations
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Women spend, but remain cautious
                                                                                    • Figure 9: UK sales of women’s outerwear, at current and constant prices, 2005-15
                                                                                  • Value sales up, as clothes prices rise
                                                                                    • The future
                                                                                      • Figure 10: Best and worst case forecasts of UK sales of women’s outerwear, 2005-15
                                                                                    • Forecast methodology
                                                                                    • Women’s Attitudes Towards Personal Appearance, by Lifestage

                                                                                      • Key points
                                                                                        • The lifestages and their descriptions
                                                                                          • Dressing well
                                                                                            • Figure 11: Agreement with ‘It is important to me to look well dressed’, by lifestage group, 2010-11
                                                                                          • Fashion-aware under-35s
                                                                                            • Figure 12: Agreement with ‘I like to keep up with the latest fashions’, by lifestage group, 2010-11
                                                                                          • Comfort over style
                                                                                            • Figure 13: Agreement with ‘I buy clothes for comfort, not for style’, by lifestage group, 2010-11
                                                                                          • Shopping enjoyment
                                                                                            • Figure 14: Agreement with ‘I really enjoy shopping for clothes’, by lifestage group, 2010-11
                                                                                          • Designer labels
                                                                                            • Figure 15: Agreement with ‘A designer label improves a person’s image’, by lifestage group, 2010-11
                                                                                        • Women’s Attitudes Towards Shopping for Clothes, by Lifestage

                                                                                          • Key points
                                                                                            • Big spenders
                                                                                              • Figure 16: Agreement with ‘I spend a lot on clothes’, by lifestage group, 2010-11
                                                                                            • Keen shoppers
                                                                                              • Figure 17: Agreement with ‘Every season I buy some new clothes’, by lifestage group, 2010-11
                                                                                              • Figure 18: Agreement with ‘I make my clothes last’, by lifestage group, 2010-11
                                                                                              • Figure 19: Agreement with ‘I make my own clothes’, by lifestage group, 2010-11
                                                                                            • Jeans wearers
                                                                                              • Figure 20: Agreement with ‘I usually wear jeans’, by lifestage group, 2010-11
                                                                                          • What Women Buy, by Lifestage

                                                                                            • Key points
                                                                                              • Womenswear purchases influenced by fashion
                                                                                                • Figure 21: Trends in outerwear bought in the last 12 months, 2006-10
                                                                                              • Dress purchases soar
                                                                                                • Coat purchases rise
                                                                                                  • Decline in spend on womenswear since 2006
                                                                                                    • Figure 22: Trends in average amount spent on women’s outerwear in the last 12 months, 2006-10
                                                                                                • Women’s Spending Priorities

                                                                                                  • Key points
                                                                                                    • Figure 23: What extra money is spent on, by gender, February 2011
                                                                                                    • Figure 24: Trends in what extra money is spent on, November 2009-February 2011
                                                                                                • Where Women Buy Clothes

                                                                                                  • Key points
                                                                                                      • Figure 25: Outlets used to buy womenswear in the last 12 months, February 2011
                                                                                                      • Figure 26: Outlets used to buy womenswear in the last 12 months, February 2011
                                                                                                    • Young females shop at value retailers
                                                                                                      • Supermarkets attract 35-54s
                                                                                                        • Under-25s love mid-market fashion
                                                                                                          • Over-55s shop at M&S
                                                                                                            • Next draws mums with young kids
                                                                                                              • Department stores draw young
                                                                                                                • 25-34s shop at higher-priced retailers
                                                                                                                • How Often Women Buy Clothes

                                                                                                                  • Key points
                                                                                                                    • Figure 27: Frequency of buying clothes, February 2011
                                                                                                                    • Figure 28: Frequency of buying clothes, February 2011
                                                                                                                  • Most women are seasonal shoppers
                                                                                                                    • A quarter shop monthly
                                                                                                                      • Weekly shoppers peak among under-25s
                                                                                                                        • Women shop more frequently than men
                                                                                                                        • Women’s Attitudes Towards What They Wear

                                                                                                                          • Key points
                                                                                                                              • Figure 29: Attitudes towards buying clothes, February 2011
                                                                                                                            • Over half of women follow fashion
                                                                                                                              • Figure 30: Agreement with ‘I like to dress in a fashionable way’, by age, February 2011
                                                                                                                            • Older women like to dress classically and comfortably
                                                                                                                              • Mums with kids look for quality clothes that last
                                                                                                                                • Figure 31: Agreement with ‘I prefer good quality clothing i can wear for years’, by socio-economic group and number of children, February 2011
                                                                                                                              • Separated women look to dress young
                                                                                                                                • Figure 32: Agreement with ‘I dress young for my age’, by age group and marital status, February 2011
                                                                                                                              • Older women dress their age
                                                                                                                                • Women with young kids want to update their look
                                                                                                                                • Women’s Attitudes Towards Clothing Styles Worn

                                                                                                                                  • Key points
                                                                                                                                      • Figure 33: Attitudes towards clothing styles worn, by age group, February 2011
                                                                                                                                      • Figure 34: Attitudes towards clothing styles worn, February 2011
                                                                                                                                    • Women look for styles that flatter
                                                                                                                                      • 35-44s worry about showing too much leg
                                                                                                                                        • Older women most concerned about clothes styles
                                                                                                                                          • Women avoid certain styles because of their size
                                                                                                                                            • Young opt for colourful clothes
                                                                                                                                            • Women’s Attitudes Towards Shopping for Clothes

                                                                                                                                              • Key points
                                                                                                                                                  • Figure 35: Attitudes towards buying clothes, February 2011
                                                                                                                                                • Older women feel ignored by fashion retailers
                                                                                                                                                  • Figure 36: Concerns about fashion and age, by age group, February 2011
                                                                                                                                                • Young mums and over-45s struggle with their size
                                                                                                                                                  • Over-45s do not enjoy clothes shopping
                                                                                                                                                    • Figure 37: Women who enjoy shopping for clothes and/or who dislike trying on clothes in the shop, by age, February 2011
                                                                                                                                                  • Young love buying clothes
                                                                                                                                                    • Fear of fitting rooms
                                                                                                                                                        • Figure 38: Change in shopping for clothes in the last 12 months, 2010 and 2011
                                                                                                                                                        • Figure 39: Change in shopping for clothes in the last 12 months, 2010 and 2011
                                                                                                                                                      • Women cut back
                                                                                                                                                        • Impulse-buying falls victim to recession
                                                                                                                                                          • Rise in investment buying
                                                                                                                                                            • Under-35s like to browse online
                                                                                                                                                              • Older women mainly buy for replacement
                                                                                                                                                                • Women buy more clothes for others than men
                                                                                                                                                                  • Gifting only popular among under-25s and mums
                                                                                                                                                                  • Target Groups

                                                                                                                                                                    • Key points
                                                                                                                                                                        • Figure 40: Womenswear marketing targets, February 2011
                                                                                                                                                                      • Fashion Conscious (18%)
                                                                                                                                                                        • Price Aware (35%)
                                                                                                                                                                          • Store Loyal (30%)
                                                                                                                                                                            • Size Conscious (17%)
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                • Figure 41: Best and worst case forecasts of UK sales of women’s outerwear, 2010-15
                                                                                                                                                                            • Appendix – Consumer – Where Do Women Buy Clothes?

                                                                                                                                                                                • Figure 42: Most popular outlets used to buy clothes in the last 12 months, by demographics, February 2011
                                                                                                                                                                                • Figure 43: Next most popular outlets used to buy clothes in the last 12 months, by demographics, February 2011
                                                                                                                                                                                • Figure 44: Other outlets used to buy ‘clothes’ in the last 12 months, by demographics, February 2011
                                                                                                                                                                            • Appendix – Consumer – How Often Do Women Buy Clothes?

                                                                                                                                                                                • Figure 45: Frequency of buying clothes, by demographics, February 2011
                                                                                                                                                                            • Appendix – Consumer – Women’s Attitudes Towards What They Wear

                                                                                                                                                                                • Figure 46: Agreement with the statement ‘I like to dress in classic clothing styles that won’t go out of fashion’, by demographics, February 2011
                                                                                                                                                                                • Figure 47: Agreement with the statement ‘I like to dress in a fashionable way’, by demographics, February 2011
                                                                                                                                                                                • Figure 48: Agreement with the statement ‘I dress in styles that I feel are suitable for my age’, by demographics, February 2011
                                                                                                                                                                                • Figure 49: Agreement with the statement ‘I prefer good quality clothing I can wear for years’, by demographics, February 2011
                                                                                                                                                                                • Figure 50: Agreement with the statement ‘Clothes go out of fashion so quickly it’s not worth spending too much on them’, by demographics, February 2011
                                                                                                                                                                                • Figure 51: Agreement with the statement ‘I feel that fashion is just for people younger than myself’, by demographics, February 2011
                                                                                                                                                                                • Figure 52: Agreement with the statement ‘It is more important that my clothes are comfortable than the latest fashion’, by demographics, February 2011
                                                                                                                                                                                • Figure 53: Agreement with the statement ‘I’m not particularly interested in how I look in my clothes’, by demographics, February 2011
                                                                                                                                                                                • Figure 54: Agreement with the statement ‘I dress young for my age’, by demographics, February 2011
                                                                                                                                                                                • Figure 55: Agreement with the statement ‘I dress in a way that suits my age and figure regardless of what’s in fashion’, by demographics, February 2011
                                                                                                                                                                                • Figure 56: Agreement with the statement ‘I think the way I dress could do with updating’, by demographics, February 2011
                                                                                                                                                                            • Appendix – Consumer – Women’s Attitudes towards Clothing Styles Worn

                                                                                                                                                                                • Figure 57: Most popular statements on style of clothes worn, by demographics, February 2011
                                                                                                                                                                                • Figure 58: Next most popular statements on style of clothes worn, by demographics, February 2011
                                                                                                                                                                            • Appendix – Consumer – Women’s Attitudes Towards Shopping for Clothes

                                                                                                                                                                                • Figure 59: Agreement with the statement ‘It’s difficult to find retailers that sell fashionable clothes for my age’, by demographics, February 2011
                                                                                                                                                                                • Figure 60: Agreement with the statement ‘I struggle to find retailers that sell fashionable clothes for my size’, by demographics, February 2011
                                                                                                                                                                                • Figure 61: Agreement with the statement ‘I think that most clothes stores target only young people’, by demographics, February 2011
                                                                                                                                                                                • Figure 62: Agreement with the statement ‘I struggle to find clothes that are both fashionable and flatter my body shape’, by demographics, February 2011
                                                                                                                                                                                • Figure 63: Agreement with the statement ‘I enjoy shopping for clothes’, by demographics, February 2011
                                                                                                                                                                                • Figure 64: Agreement with the statement ‘My wife/husband/partner usually buys my clothes for me’, by demographics, February 2011
                                                                                                                                                                                • Figure 65: Agreement with the statement ‘I always buy clothes from the same retailers’, by demographics, February 2011
                                                                                                                                                                                • Figure 66: Agreement with the statement ‘It’s difficult to find retailers that sell value ranges that are suitable for my age’, by demographics, February 2011
                                                                                                                                                                                • Figure 67: Agreement with the statement ‘I find that most advertising for clothes is not aimed at people of my age’, by demographics, February 2011
                                                                                                                                                                                • Figure 68: Agreement with the statement ‘I dislike trying on clothes in the shop’, by demographics, February 2011
                                                                                                                                                                                • Figure 69: Most popular statements on buying clothes, by demographics, February 2011
                                                                                                                                                                                • Figure 70: Next most popular statements on buying clothes, by demographics, February 2011
                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                • Figure 71: Outlets used to buy womenswear in the last 12 months, by target groups, February 2011
                                                                                                                                                                                • Figure 72: Frequency of buying clothes, by target groups, February 2011
                                                                                                                                                                                • Figure 73: Attitudes towards the clothes worn, by target groups, February 2011
                                                                                                                                                                                • Figure 74: Statements on style of clothes you wear, by target groups, February 2011
                                                                                                                                                                                • Figure 75: Attitudes towards buying clothes, by target groups, February 2011
                                                                                                                                                                                • Figure 76: Statements on buying clothes, by target groups, February 2011
                                                                                                                                                                                • Figure 77: Target groups, by demographics, February 2011

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                            • Alexon Group
                                                                                                                                                                            • Amazon.co.uk
                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                            • Bank of England
                                                                                                                                                                            • Blacks Outdoor Retail Ltd
                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                            • Burberry Group Plc
                                                                                                                                                                            • Burton old
                                                                                                                                                                            • Chanel Ltd (UK)
                                                                                                                                                                            • Channel 4
                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                            • Cotton Traders Ltd
                                                                                                                                                                            • Debenhams Total (GTV)
                                                                                                                                                                            • Diesel
                                                                                                                                                                            • Dorothy Perkins old
                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • Firetrap
                                                                                                                                                                            • Freemans Plc
                                                                                                                                                                            • Freeview
                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                            • Grupo Inditex
                                                                                                                                                                            • H&M Hennes & Mauritz
                                                                                                                                                                            • Hobbs Ltd
                                                                                                                                                                            • House of Fraser Plc
                                                                                                                                                                            • J. Choo Limited
                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                            • Jack Wills Ltd
                                                                                                                                                                            • JD Sports Fashion plc
                                                                                                                                                                            • Jigsaw
                                                                                                                                                                            • JJB Sports Plc
                                                                                                                                                                            • John Lewis Partnership
                                                                                                                                                                            • Kantar Media
                                                                                                                                                                            • Kurt Geiger Ltd
                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                            • Lipsy
                                                                                                                                                                            • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                            • Matalan Ltd
                                                                                                                                                                            • mmO2 plc
                                                                                                                                                                            • Moschino
                                                                                                                                                                            • N Brown Group Plc
                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                            • New Look Group Plc
                                                                                                                                                                            • Next Group
                                                                                                                                                                            • Nike
                                                                                                                                                                            • Ofcom
                                                                                                                                                                            • Orange plc (UK)
                                                                                                                                                                            • Peacocks
                                                                                                                                                                            • Primark Stores Ltd
                                                                                                                                                                            • Reiss Ltd
                                                                                                                                                                            • River Island Clothing Co Ltd
                                                                                                                                                                            • Shop Direct Group
                                                                                                                                                                            • SuperGroup Plc (Retail)
                                                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                                                            • Ted Baker
                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                            • The Kooples
                                                                                                                                                                            • The TJX Companies
                                                                                                                                                                            • Topman old
                                                                                                                                                                            • Topshop old
                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                            • Uniqlo UK Ltd
                                                                                                                                                                            • Urban Outfitters UK
                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                            • Vodafone Group Plc (UK)
                                                                                                                                                                            • Waitrose
                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                            Women's Fashion Lifestyles - UK - May 2011

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