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Womenswear - UK - April 2013

“Women are increasingly using different devices, depending on their whereabouts and preferences at any one time, to browse for clothes, compare prices, search for special deals and reserve or pay for fashion online. They are also combining in-store and online shopping without even noticing. This means that successful fashion retailers need to ensure that they can engage with consumers both virtually and physically and create a seamless overall shopping experience.”

– Tamara Sender, Senior Clothing Analyst

Some questions answered in this report include:

  • What changes are happening to British fashion?
  • What are the main differences in women and men’s attitudes towards buying clothes?
  • Have women cut back on buying womenswear amid the economic downturn?
  • What is the profile of consumers driving growth in the womenswear market?
  • What is the growth potential for the online fashion market for womenswear?

The women’s fashion market has grown by 4% in 2012 to reach £20.7 billion as clothes remain high up on women’s spending priorities, lending the sector a degree of resilience in an overall tough economic climate. While females continue to spend their extra money on buying clothes, they have adapted their shopping behaviour to the continuing tough economic climate and as a result have become more discerning about what they buy and how much they pay for it meaning that retailers need to compete even more for their custom. These savvier shoppers tend to only buy clothes when they are reduced, compare prices more before buying and purchase cheaper items from their usual stores.

Quality has however, become more important and there has been a shift among women away from price alone as the main factor when buying clothes.

 

This report looks at where women buy clothing, underwear and footwear, how often they purchase it, their attitudes towards buying womenswear and their attitudes towards shopping online.

The market size for womenswear includes women’s outerwear, but excludes underwear, nightwear, footwear and fashion accessories.

 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best and worst case forecast of UK sales of women’s outerwear, 2007-17
            • Market factors
              • Growing 25-34s who shop more often is good for sector
                • Figure 2: Trends in the Age structure of the UK female population, 2007-17
              • Growing numbers of ABs and C2s
                • Figure 3: Forecast growth of the UK population, by socio-economic group, 2007-12 and 2012-17
              • Rising obesity will drive demand for plus-sizes
                • Companies, brands and innovation
                  • Brand research
                    • The consumer
                      • Clothes remain a priority
                        • Figure 4: What extra money is spent on, by gender, February 2013
                      • Primark leads
                        • Figure 5: Outlets used to buy womenswear in the last 12 months, January 2013
                      • Women shop a bit more often
                        • Figure 6: Frequency of buying clothes in the last 12 months, March 2012 and January 2013
                      • Women become savvier shoppers
                        • Figure 7: Attitudes towards buying clothes in the last 12 months, February 2011, March 2012, January 2013
                      • Quality becomes more important than price
                        • Figure 8: Women’s attitudes towards shopping in the last 12 months, January 2013
                      • Over a third of women ‘click and collect’
                        • Figure 9: Attitudes towards shopping online for womenswear, January 2013
                      • What we think
                      • Issues in the Market

                          • What changes are happening to British fashion?
                            • What are the main differences in women and men’s attitudes towards buying clothes?
                              • Have women cut back on buying womenswear amid the economic downturn?
                                • What is the profile of consumers driving growth in the womenswear market?
                                  • What is the growth potential for the online fashion market for womenswear?
                                  • Trend Applications

                                      • Trend: Secret Secret
                                        • Trend: Return to the experts
                                          • Futures: Generation Next
                                          • Market Environment

                                            • Key points
                                              • Growing presence of 25-34s, who shop more often is good for sector
                                                • Figure 10: Trends in the Age structure of the UK female population, 2007-17
                                              • Female 45-54s emerging as new big clothes shoppers
                                                • Challenge of catering for an ageing population
                                                  • Growing numbers of ABs and C2s
                                                    • Figure 11: Forecast growth of the UK population, by socio-economic group, 2007-12 and 2012-17
                                                  • Rising demand for formal office attire
                                                    • Figure 12: Change in employment in top ten sectors, by sector, 2006-12*
                                                  • Female unemployment hits 1.12 million
                                                    • Figure 13: Employment and unemployment, by gender, 2007-17
                                                  • A quarter of women are obese
                                                    • Figure 14: Trends in obesity by gender, 2006-12
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                        • New brands and collections
                                                          • Fashion shows
                                                            • Designer collaborations
                                                              • Customisation and personalisation
                                                                • Technology
                                                                  • Sustainability
                                                                    • Pop-up stores
                                                                      • In-store design
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Women’s clothing sales rise 4% in 2012
                                                                            • Figure 15: UK sales of women’s outerwear, at current and constant prices, 2007-17
                                                                          • The future
                                                                            • Figure 16: Best and worst case forecast of UK sales of women’s outerwear, 2007-17
                                                                          • Forecast to 2017
                                                                            • Factors used in the forecast
                                                                            • Space Allocation Summary

                                                                              • Key points
                                                                                • Space allocations: Detailed estimates
                                                                                  • Figure 17: Space allocation estimates for womenswear, M&S, Next, Zara, Debenhams, Primark, H&M, September 2012
                                                                                  • Figure 18: Space allocation estimates for womenswear: TK Maxx, Matalan, Asda, Tesco, Sainsbury’s, New Look, September 2012
                                                                                  • Figure 19: Space allocation estimates for womenswear specialists, September 2012
                                                                                • Estimated sales breakdown
                                                                                  • Figure 20: Estimated sales breakdown for womenswear, M&S, Next, Debenhams, Primark, TK Maxx, New Look, 2011/12
                                                                                  • Figure 21: Estimated sales breakdown for womenswear, Matalan, Asda, Tesco, Sainsbury’s, Zara, H&M, 2011/12
                                                                                • Arcadia chains
                                                                                  • Figure 22: Arcadia womenswear chains: Estimated sales breakdown, 2011/12
                                                                                • Sales density
                                                                                  • Figure 23: Major clothing retailer, sales densities for womenswear, 2011
                                                                                  • Figure 24: Major clothing retailers, sales densities for womenswear, 2011
                                                                                • Market shares
                                                                                  • Figure 25: Major clothing retailers: estimated market share for womenswear, 2011
                                                                                  • Figure 26: Major clothing retailers: estimated market share for womenswear, 2011
                                                                              • Brand Research

                                                                                    • Figure 27: Attitudes towards and usage of brands in the womenswear sector, February 2013
                                                                                  • Correspondence analysis
                                                                                    • Brand attitudes
                                                                                      • Figure 28: Attitudes by womenswear brand, February 2013
                                                                                    • Brand personality
                                                                                      • Figure 29: Womenswear brand personality – macro image, February 2013
                                                                                      • Figure 30: Womenswear brand personality – micro image, February 2013
                                                                                    • Brand experience
                                                                                      • Figure 31: Womenswear brand usage, February 2013
                                                                                      • Figure 32: Satisfaction with various womenswear brands, February 2013
                                                                                      • Figure 33: Consideration of womenswear brands, February 2013
                                                                                      • Figure 34: Consumer perceptions of current womenswear brand performance, February 2013
                                                                                      • Figure 35: Womenswear brand recommendation – Net Promoter Score, February 2013
                                                                                    • Brand index
                                                                                      • Figure 36: Womenswear brand index, February 2013
                                                                                      • Figure 37: Womenswear brand index vs. recommendation, February 2013
                                                                                    • Target group analysis
                                                                                      • Figure 38: Target groups, February 2013
                                                                                      • Figure 39: Womenswear brand usage, by target groups, February 2013
                                                                                    • Group One – Conformists
                                                                                      • Group Two – Simply the Best
                                                                                        • Group Three – Shelf Stalkers
                                                                                          • Group Four – Habitual Shoppers
                                                                                            • Group Five – Individualists
                                                                                            • Brand Advertising and Promotion

                                                                                              • Key points
                                                                                                  • Figure 40: Main monitored media advertising expenditure on women’s fashion, by company, 2012
                                                                                                • Next spends most on advertising
                                                                                                  • Press dominates, but other medium see a resurgence
                                                                                                    • Figure 41: Main monitored media advertising expenditure on women’s fashion, by media type, 2009-12
                                                                                                • The Consumer – Attitudes Towards Clothes by Lifestage

                                                                                                  • Key points
                                                                                                    • Women more likely to spend a lot than men
                                                                                                      • Figure 42: Trends in attitudes towards shopping and clothes, 2008-12
                                                                                                    • Young women splash out less
                                                                                                      • Figure 43: Agreement with ‘I spend a lot on clothes’, by lifestage group, 2010-12
                                                                                                    • Independent 35-54s spend more, while Hotel Parents cut back
                                                                                                      • Young women become less fashion conscious
                                                                                                        • Females aged 35-54 enjoy clothes shopping more
                                                                                                        • The Consumer – What Women Buy

                                                                                                          • Key points
                                                                                                              • Figure 44: Trends in outerwear bought in the last 12 months, 2008-12
                                                                                                              • Figure 45: Trends in average amount spent on women’s outerwear in the last 12 months, 2008-12
                                                                                                              • Figure 46: What women bought, by lifestage group, 2012
                                                                                                              • Figure 47: What women bought, by lifestage group, 2012
                                                                                                            • Dresses replace skirts and jeans
                                                                                                              • Knitwear is in
                                                                                                                • Coats become more fashionable
                                                                                                                • The Consumer – Women’s Spending Priorities

                                                                                                                  • Key points
                                                                                                                    • Clothes remain a priority
                                                                                                                      • Figure 48: What extra money is spent on, by gender, February 2013
                                                                                                                      • Figure 49: Activities done in the last three months, by demographics, February 2013
                                                                                                                  • The Consumer – Where do Women Buy Clothes?

                                                                                                                    • Key points
                                                                                                                      • Primark leads
                                                                                                                        • Figure 50: Outlets used to buy womenswear in the last 12 months, January 2013
                                                                                                                      • Half of women shop online for womenswear
                                                                                                                        • Figure 51: Women who have bought clothes from an online retailer in the last 12 months, by age, January 2013
                                                                                                                      • Women love shoes
                                                                                                                        • Where women shop in 2013 versus 2012
                                                                                                                          • Figure 52: Outlets used to buy women’s clothing in the last 12 months, March 2012 and January 2013
                                                                                                                        • Mid-market fashion retailers
                                                                                                                          • Figure 53: Women who bought clothing from New Look, H&M, Next, River Island, Topshop and other mid-market high street fashion retailers in the last 12 months, by age, January 2013
                                                                                                                        • Department stores have a strong year
                                                                                                                          • M&S
                                                                                                                            • Supermarkets versus value retailers
                                                                                                                              • Figure 54: Women who have bought clothing from Primark, Other value retailers, Asda, Tesco and Sainsbury’s in the last 12 months, January 2013
                                                                                                                              • Figure 55: Profile of female clothing shoppers, January 2013
                                                                                                                          • The Consumer – How Often do Women Buy Clothes?

                                                                                                                            • Key points
                                                                                                                                • Figure 56: Frequency of buying clothes, underwear and footwear in the last 12 months, January 2013
                                                                                                                              • Women shop a bit more often
                                                                                                                                • Figure 57: Frequency of buying clothes in the last 12 months, March 2012 and January 2013
                                                                                                                              • 25-34s shopping more often
                                                                                                                                • Figure 58: Women who have purchased clothes once a month or more in the last 12 months, by age and socio-economic group, March 2012 and January 2013
                                                                                                                              • 35-54s shop more than last year
                                                                                                                                • Frequency by where women shop
                                                                                                                                  • Figure 59: Frequency of buying clothes in the last 12 months, by outlet where women buy clothes, January 2013
                                                                                                                              • The Consumer – Women’s Attitudes Towards Buying Womenswear

                                                                                                                                • Key points
                                                                                                                                    • Figure 60: Women’s attitudes towards buying clothes, underwear or footwear in the last 12 months, January 2013
                                                                                                                                  • Women become savvier shoppers
                                                                                                                                    • Figure 61: Attitudes towards buying clothes in the last 12 months, February 2011, March 2012, January 2013
                                                                                                                                  • Trend for replacement buying returns
                                                                                                                                    • Women shop in same stores, but buy less expensive items
                                                                                                                                      • Young women cut back the most
                                                                                                                                        • Figure 62: Attitudes towards buying clothes in the last 12 months, 2011, by 16-24-year-olds, March 2012, January 2013
                                                                                                                                      • Mums rein in their clothes purchases
                                                                                                                                        • Figure 63: Women’s attitudes towards buying clothes, underwear or footwear in the last 12 months, by age group, January 2013
                                                                                                                                      • Attitudes by where women shop
                                                                                                                                        • Figure 64: Agreement with women’s attitudes towards shopping in the last 12 months, by outlets used to buy womenswear in the last 12 months, January 2013
                                                                                                                                    • The Consumer – Further Attitudes Towards Shopping for Clothes

                                                                                                                                      • Key points
                                                                                                                                          • Figure 65: Women’s attitudes towards shopping in the last 12 months, January 2013
                                                                                                                                        • Quality becomes more important than price
                                                                                                                                          • Delivering a better shopping experience
                                                                                                                                            • Women want newness
                                                                                                                                              • Women see supermarkets as more fashionable than men
                                                                                                                                                • Sizing
                                                                                                                                                  • Attitudes by age
                                                                                                                                                    • Figure 66: Agreement with women’s attitudes towards shopping in the last 12 months, by age, January 2013
                                                                                                                                                • The Consumer – Online Shopping Experience

                                                                                                                                                  • Key points
                                                                                                                                                    • Seven in ten use computers to buy clothes online
                                                                                                                                                      • Figure 67: Attitudes towards shopping online for womenswear, January 2013
                                                                                                                                                    • Over a third of women ‘click and collect’
                                                                                                                                                      • Figure 68: Attitudes towards shopping online for womenswear, by age group, January 2013
                                                                                                                                                    • Women face more barriers to shopping online
                                                                                                                                                      • Under-35s browse on a smartphone whilst in-store
                                                                                                                                                        • Online vouchers
                                                                                                                                                          • Attitudes to shopping online by where they shop
                                                                                                                                                            • Figure 69: Attitudes towards shopping online for womenswear, by outlets where women have purchased clothes, January 2013
                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                            • Figure 70: Best and worst case forecast of UK sales of women’s outerwear, 2012-17
                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                            • Figure 71: Brand usage, February 2013
                                                                                                                                                            • Figure 72: Brand commitment, February 2013
                                                                                                                                                            • Figure 73: Brand momentum, February 2013
                                                                                                                                                            • Figure 74: Brand diversity, February 2013
                                                                                                                                                            • Figure 75: Brand satisfaction, February 2013
                                                                                                                                                            • Figure 76: Brand recommendation, February 2013
                                                                                                                                                            • Figure 77: Brand attitude, February 2013
                                                                                                                                                            • Figure 78: Brand image – macro image, February 2013
                                                                                                                                                            • Figure 79: Brand image – micro image, February 2013
                                                                                                                                                            • Figure 80: Profile of target groups by demographics, February 2013
                                                                                                                                                            • Figure 81: Psychographic segmentation, by target groups, February 2013
                                                                                                                                                            • Figure 82: Brand usage, by target groups, February 2013
                                                                                                                                                          • Brand index
                                                                                                                                                            • Figure 83: Brand index, February 2013
                                                                                                                                                        • Appendix – Consumer – Attitudes Towards Clothes by Lifestage

                                                                                                                                                            • Figure 84: Agreement with ‘I really enjoy shopping for clothes’, by demographics, 2012
                                                                                                                                                            • Figure 85: Agreement with ‘I like to keep up with the latest fashions’, by demographics, 2012
                                                                                                                                                            • Figure 86: Agreement with ‘I spend a lot on clothes’, by demographics, 2012
                                                                                                                                                        • Appendix – The Consumer – Where do Women Buy Clothes

                                                                                                                                                            • Figure 87: Most popular where do women buy clothes, by demographics, January 2013
                                                                                                                                                            • Figure 88: Next most popular where do women buy clothes, by demographics, January 2013
                                                                                                                                                            • Figure 89: Other where do women buy clothes, by demographics, January 2013
                                                                                                                                                            • Figure 90: Least popular where do women buy clothes, by demographics, January 2013
                                                                                                                                                            • Figure 91: Most popular where do women buy underwear, by demographics, January 2013
                                                                                                                                                            • Figure 92: Next most popular where do women buy underwear, by demographics, January 2013
                                                                                                                                                            • Figure 93: Most popular where do women buy footwear, by demographics, January 2013
                                                                                                                                                            • Figure 94: Next most popular where do women buy footwear, by demographics, January 2013
                                                                                                                                                            • Figure 95: Other where do women buy footwear, by demographics, January 2013
                                                                                                                                                        • Appendix – The Consumer – How Often do Women Buy Clothes

                                                                                                                                                            • Figure 96: Frequency of buying clothes, by demographics, January 2013
                                                                                                                                                            • Figure 97: Frequency of buying underwear, by demographics, January 2013
                                                                                                                                                            • Figure 98: Frequency of buying footwear, by demographics, January 2013
                                                                                                                                                        • Appendix – The Consumer – Women’s Attitudes Towards Buying Womenswear

                                                                                                                                                            • Figure 99: Most popular women's attitudes towards buying clothes, by demographics, January 2013
                                                                                                                                                            • Figure 100: Next most popular women's attitudes towards buying clothes, by demographics, January 2013
                                                                                                                                                            • Figure 101: Women's attitudes towards buying underwear, by demographics, January 2013
                                                                                                                                                            • Figure 102: Women's attitudes towards buying footwear, by demographics, January 2013
                                                                                                                                                        • Appendix – The Consumer – Further Attitudes Towards Shopping for Clothes

                                                                                                                                                            • Figure 103: Agreement with the statements ‘Disappointing product quality would make me stop buying from my usual retailer’ and ‘I am put off paying full price for clothes when they are so frequently on sale/special offer’, by demographics, January 2013
                                                                                                                                                            • Figure 104: Agreement with the statements ‘Value retailers offer a good selection of fashionable clothing’ and ‘Good customer service would encourage me to shop more at a retailer’, by demographics, January 2013
                                                                                                                                                            • Figure 105: Agreement with the statements ‘The in-store shopping environment is important’ and ‘Not knowing if clothing will fit puts me off shopping online’, by demographics, January 2013
                                                                                                                                                            • Figure 106: Agreement with the statements ‘Supermarkets offer a good selection of fashionable clothing’ and ‘It’s worth paying more for a brand I like’, by demographics, January 2013
                                                                                                                                                            • Figure 107: Agreement with the statements ‘Inconsistencies in sizing between retailers put me off trying new retailers/brands’ and ‘I prefer to buy from the same retailers’, by demographics, January 2013
                                                                                                                                                            • Figure 108: Agreement with the statements ‘I prefer to shop at retailers/brands who introduce new lines more frequently than just once a season’ and ‘Price is more important to me than product quality’, by demographics, January 2013
                                                                                                                                                            • Figure 109: Most popular online shoppping experience, by demographics, January 2013
                                                                                                                                                            • Figure 111: Most popular on a laptop/desktop from home/work, by demographics, January 2013
                                                                                                                                                            • Figure 112: Next most popular on a laptop/desktop from home/work, by demographics, January 2013
                                                                                                                                                            • Figure 113: On a smartphone, by demographics, January 2013

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                        • Bank of England
                                                                                                                                                        • H&M Hennes & Mauritz
                                                                                                                                                        • J. Sainsbury
                                                                                                                                                        • Marks & Spencer (UK) clothing
                                                                                                                                                        • Next Group
                                                                                                                                                        • Primark Stores Ltd
                                                                                                                                                        • Topman old
                                                                                                                                                        • Topshop old

                                                                                                                                                        Womenswear - UK - April 2013

                                                                                                                                                        £1,995.00 (Excl.Tax)