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Womenswear - UK - May 2014

“As women, particularly the main clothes shoppers aged under-35-years-old, increasingly favour browsing for clothes online rather than wandering the high street, websites that allow customers to play around with outfit building and use editorial content to promote the latest trends will encourage shoppers to buy the look and drive average basket size.”
– Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

  • How has the womenswear market performed?
  • Who stands out as the winners in the womenswear market?
  • What are the main opportunities for growth?
  • What are the opportunities for the online womenswear sector?

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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, 2008-18
            • Market factors
              • Changes in population within 16-34 age group will impact womenswear
                • Some 25% of women are obese
                  • Companies, brands and innovations
                    • Who’s Innovating?
                      • Market share
                        • Brand research
                          • Figure 2: Attitudes towards and usage of brands in the womenswear sector, November 2013
                        • The consumer
                          • Women prioritise buying new clothes
                            • Figure 3: Activities women have done in the last three months, March 2013 and March 2014
                          • Primark stands out as the leading womenswear player
                            • Figure 4: Retailers from where women bought clothing for themselves in the last 12 months, in-store and online, December 2013
                          • Women show less interest in quality than men
                            • Figure 5: Most important factors when buying clothes in-store when choosing one retailer over another, December 2013
                          • Cost of delivery is more important than speed
                            • Figure 6: Most important factors when buying clothes online when choosing one retailer over another, December 2013
                          • Three quarters of women browse for clothes online
                            • Figure 7: How women shop for clothes, December 2013
                          • Women are big bargain hunters
                            • Figure 8: Women’s attitudes towards shopping for clothes, December 2013
                          • What we think
                          • Issues and Insights

                              • How has the womenswear market performed?
                                • The facts
                                  • The implications
                                    • Who stands out as the winners in the womenswear market?
                                      • The facts
                                        • The implications
                                          • What are the main opportunities for growth?
                                            • The facts
                                              • The implications
                                                • What are the opportunities for the online womenswear sector?
                                                  • The facts
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Prove It
                                                          • Trend: Collective Intelligence
                                                            • Mintel Futures: Brand Intervention
                                                            • Market Environment

                                                              • Key points
                                                                • Changes in population within 16-34 age group will impact womenswear
                                                                  • Figure 9: Trends in the age structure of the UK female population, 2008-18
                                                                • Targeting older women
                                                                  • Employment
                                                                    • Figure 10: Female employment and unemployment, 2008-18
                                                                  • Some 25% of women are obese
                                                                    • Figure 11: Proportion of overweight and obese female population, 2006-12
                                                                  • Women are less confident about their finances than men
                                                                    • Figure 12: How respondents describe their financial situation, by gender, March 2014
                                                                    • Figure 13: Current financial situation compared with a year ago, by gender, March 2014
                                                                  • Women nearly as likely as men to own tablet
                                                                    • Figure 14: Household ownership of computers, tablets and e-readers, by gender, December 2013
                                                                  • Men rather than women acquiring smartphones
                                                                    • Figure 15: Personal ownership of mobile phones, by gender, December 2013
                                                                • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • New store launches
                                                                          • New collections
                                                                            • Designer collaborations
                                                                              • Personalisation
                                                                                • Technology
                                                                                  • Online
                                                                                    • In-store
                                                                                      • In-store design
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Women’s clothing sales rose 4.6% in 2013
                                                                                            • Figure 16: Best and worst case forecast of UK sales of women’s outerwear, 2008-18
                                                                                          • The future
                                                                                            • Figure 17: UK sales of women’s outerwear, at current and constant prices, 2008-18
                                                                                          • Factors used in the forecast
                                                                                          • Space Allocation Summary

                                                                                            • Key points
                                                                                              • Space allocations: Detailed estimates
                                                                                                • Figure 18: Space allocation estimates for womenswear, M&S, Next, Primark, TK Maxx, New Look, Matalan, September 2013
                                                                                                • Figure 19: Space allocation estimates for womenswear, Zara, H&M, Debenhams, Asda, Tesco, Sainsbury’s, September 2013
                                                                                                • Figure 20: Space allocation estimates for womenswear specialists, September 2013
                                                                                              • Estimated sales breakdown
                                                                                                • Figure 21: Estimated sales of womenswear by product, M&S, Next, Debenhams, Primark, TK Maxx, New Look, 2012/13
                                                                                                • Figure 22: Estimated sales of womenswear by product, Matalan, Asda, Tesco, Sainsbury’s, Zara, H&M, 2012/13
                                                                                              • Sales density
                                                                                                • Figure 23: Estimated sales density for womenswear by product, M&S, Next, Primark, Asda, TK Maxx, Debenhams, 2012/13
                                                                                              • Market shares
                                                                                                • Figure 24: Estimated market shares for womenswear, 2012/13
                                                                                            • Brand Research

                                                                                                • Brand map
                                                                                                    • Figure 25: Attitudes towards and usage of brands in the womenswear sector, November 2013
                                                                                                  • Correspondence analysis
                                                                                                    • Brand attitudes
                                                                                                      • Figure 26: Attitudes, by womenswear brand, November 2013
                                                                                                    • Brand personality
                                                                                                      • Figure 27: Womenswear brand personality – macro image, November 2013
                                                                                                      • Figure 28: Womenswear brand personality – micro image, November 2013
                                                                                                    • Brand experience
                                                                                                      • Figure 29: Womenswear brand usage, November 2013
                                                                                                      • Figure 30: Satisfaction with various womenswear brands, November 2013
                                                                                                      • Figure 31: Consideration of womenswear brands, November 2013
                                                                                                      • Figure 32: Consumer perceptions of current womenswear brand performance, November 2013
                                                                                                    • Brand recommendation
                                                                                                      • Figure 33: Recommendation of various womenswear brands, November 2013
                                                                                                  • Brand Advertising and Promotion

                                                                                                    • Key points
                                                                                                      • Topline spend continues to increase
                                                                                                        • Figure 34: Advertising expenditure for womenswear, 2010-13
                                                                                                      • Press remains the dominant medium
                                                                                                        • Figure 35: Main Monitored media advertising expenditure on women’s fashion by media type, 2010-13
                                                                                                      • Shop Direct main spender
                                                                                                          • Figure 36: Main monitored media advertising expenditure on women’s fashion by company, 2013
                                                                                                      • The Consumer – Women’s Spending Priorities

                                                                                                        • Key points
                                                                                                          • Women prioritise buying new clothes
                                                                                                            • Figure 37: Activities women have done in the last three months, March 2013 and March 2014
                                                                                                          • Same numbers of women and men buy shoes
                                                                                                            • Figure 38: Spending habits for clothing, footwear and accessories, by gender, March 2014
                                                                                                        • The Consumer – Where Do Women Buy Clothes?

                                                                                                          • Key points
                                                                                                              • Figure 39: Retailers from where women bought clothing for themselves in the last 12 months, in-store and online, December 2013
                                                                                                            • Primark stands out as the leading womenswear player
                                                                                                              • M&S and Next
                                                                                                                • Figure 40: Women who have bought clothing for themselves in the last 12 months from M&S and Next, in-store and online, by age group and socio-economic group, December 2013
                                                                                                              • Changes in where women shop over the last year
                                                                                                                • Figure 41: Retailers from where women bought clothing for themselves in the last 12 months, in-store and online, January 2013 and December 2013
                                                                                                              • Women still buy more clothes online than men
                                                                                                                • Figure 42: Retailers from where women bought clothing for themselves in the last 12 months, December 2013
                                                                                                              • Young fashion retailers draw older women
                                                                                                                • Figure 43: Women who have bought clothing for themselves in the last 12 months from Topshop, H&M, New Look and other mid-market high street fashion retailers, in-store and online, by age group, December 2013
                                                                                                              • Young women like to shop at wide range of retailers
                                                                                                                • Supermarkets
                                                                                                                  • Figure 44: Women who have bought clothing for themselves in the last 12 months from Asda, Tesco and Sainsbury’s, in-store and online, by age group and socio-economic group, December 2013
                                                                                                              • The Consumer – Most Important Factors When Shopping In-Store

                                                                                                                • Key points
                                                                                                                  • Women seek value for money
                                                                                                                    • Figure 45: Most important factors when buying clothes in-store when choosing one retailer over another, December 2013
                                                                                                                  • Focus on changing rooms
                                                                                                                    • Older women want clothes available in their size
                                                                                                                      • Figure 46: Most important factors when buying clothes in-store when choosing one retailer over another, by age group, December 2013
                                                                                                                    • Targeting women aged 45+ with special offers
                                                                                                                      • Store layout is important for 16-24s
                                                                                                                        • Figure 47: Most important factors when buying clothes in-store when choosing one retailer over another, by age group, December 2013
                                                                                                                      • Importance of factors by retailer last shopped at
                                                                                                                        • Figure 48: Most important factors for people who last shopped at Primark when buying clothes in-store
                                                                                                                        • Figure 49: Most important factors for people who last shopped at M&S when buying clothes in-store
                                                                                                                        • Figure 50: Most important factors for people who last shopped at Next when buying clothes in-store
                                                                                                                    • The Consumer – Most Important Factors When Shopping Online

                                                                                                                      • Key points
                                                                                                                        • Cost of delivery is more important than speed
                                                                                                                          • Figure 51: Most important factors when buying clothes online when choosing one retailer over another, December 2013
                                                                                                                        • Young want both fast and cost-effective delivery
                                                                                                                          • Figure 52: Most important factors when buying clothes online when choosing one retailer over another, by age group, December 2013
                                                                                                                        • 25-34s most drawn to click-and-collect
                                                                                                                          • Size guidance
                                                                                                                            • Importance of factors by retailer last shopped at
                                                                                                                              • Figure 53: Most important factors for people who last shopped at eBay when buying clothes online
                                                                                                                              • Figure 54: Most important factors for people who last shopped at Next when buying clothes online
                                                                                                                              • Figure 55: Most important factors for people who last shopped at M&S when buying clothes online
                                                                                                                              • Figure 56: Most important factors for people who last shopped at online only retailers when buying clothes online relative to the average, December 2013
                                                                                                                          • The Consumer – Shopping Journey

                                                                                                                            • Key points
                                                                                                                              • Three quarters of women browse for clothes online
                                                                                                                                • Figure 57: How women shop for clothes, December 2013
                                                                                                                              • Under-35s twice as likely to browse online as in-store
                                                                                                                                • Figure 58: How women shop for clothes, by age group, December 2013
                                                                                                                              • Young like to browse online both at home and out
                                                                                                                                • Looking whilst at work
                                                                                                                                  • Fashion apps
                                                                                                                                    • How women shop by where they live
                                                                                                                                      • Figure 59: How women shop for clothes, by age group, December 2013
                                                                                                                                  • The Consumer – Women’s Attitudes to Shopping for Clothes

                                                                                                                                    • Key points
                                                                                                                                        • Figure 60: Women’s attitudes towards shopping for clothes, December 2013
                                                                                                                                      • Women are big bargain hunters
                                                                                                                                        • Women want one-stop shop for fashion
                                                                                                                                          • Under-25s willing to splash out on quality
                                                                                                                                            • Under-35s most fashion conscious
                                                                                                                                              • Under-35s look for unique offering
                                                                                                                                                • Young want more technology in-store
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 61: Best and worst case forecast of UK sales of women’s outerwear, 2008-18
                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                    • Figure 62: Brand usage, November 2013
                                                                                                                                                    • Figure 63: Brand usage, August 2013
                                                                                                                                                    • Figure 64: Brand commitment, November 2013
                                                                                                                                                    • Figure 65: Brand commitment, August 2013
                                                                                                                                                    • Figure 66: Brand momentum, November 2013
                                                                                                                                                    • Figure 67: Brand momentum, August 2013
                                                                                                                                                    • Figure 68: Brand diversity, November 2013
                                                                                                                                                    • Figure 69: Brand diversity, August 2013
                                                                                                                                                    • Figure 70: Brand satisfaction, November 2013
                                                                                                                                                    • Figure 71: Brand satisfaction, August 2013
                                                                                                                                                    • Figure 72: Brand recommendation, November 2013
                                                                                                                                                    • Figure 73: Brand recommendation, August 2013
                                                                                                                                                    • Figure 74: Brand attitude, November 2013
                                                                                                                                                    • Figure 75: Brand attitude, August 2013
                                                                                                                                                    • Figure 76: Brand image – macro image, November 2013
                                                                                                                                                    • Figure 77: Brand image – macro image, August 2013
                                                                                                                                                    • Figure 78: Brand image – micro image, November 2013
                                                                                                                                                    • Figure 79: Brand image – micro image, August 2013
                                                                                                                                                • Appendix – The Consumer – Where Do Women Buy Clothes?

                                                                                                                                                    • Figure 80: Most popular retailers from where women bought clothes for themselves in the last 12 months – Bought in-store/online in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 81: Next most popular retailers from where women bought clothes for themselves in the last 12 months – Bought in-store/online in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 82: Other retailers from where women bought clothes for themselves in the last 12 months – Bought in-store/online in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 83: Most popular retailers from where women bought clothes for themselves in the last 12 months – Bought in-store in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 84: Next most popular retailers from where women bought clothes for themselves in the last 12 months – Bought in-store in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 85: Other retailers from where women bought clothes for themselves in the last 12 months – Bought in-store in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 86: Least popular retailers from where women bought clothes for themselves in the last 12 months – Bought in-store in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 87: Most popular retailers from where women bought clothes for themselves in the last 12 months – Bought online in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 88: Next most popular retailers from where women bought clothes for themselves in the last 12 months – Bought online in the last 12 months, by demographics, December 2013
                                                                                                                                                    • Figure 89: Other retailers from where women bought clothes for themselves in the last 12 months – Bought online in the last 12 months, by demographics, December 2013
                                                                                                                                                • Appendix – The Consumer – Most Important Factors When Shopping In-Store

                                                                                                                                                    • Figure 90: Most popular factors when buying clothing in-store from a particular retailer, by demographics, December 2013
                                                                                                                                                    • Figure 91: Next most popular factors when buying clothing in-store from a particular retailer, by demographics, December 2013
                                                                                                                                                    • Figure 92: Other factors when buying clothing in-store from a particular retailer, by demographics, December 2013
                                                                                                                                                    • Figure 93: Most important factors when buying clothing in-store from a particular retailer, by last place where women bought clothes – In-store, December 2013
                                                                                                                                                • Appendix – The Consumer – Most Important Factors When Shopping Online

                                                                                                                                                    • Figure 94: Most popular factors when buying clothing online from a particular retailer, by demographics, December 2013
                                                                                                                                                    • Figure 95: Next most popular factors when buying clothing online from a particular retailer, by demographics, December 2013
                                                                                                                                                    • Figure 96: Most important factors when buying clothing online from a particular retailer, by last place where women bought clothes – Online, December 2013
                                                                                                                                                • Appendix – The Consumer – Shopping Journey

                                                                                                                                                    • Figure 97: Most popular how women shop for clothes, by demographics, December 2013
                                                                                                                                                    • Figure 98: Next most popular how women shop for clothes, by demographics, December 2013
                                                                                                                                                    • Figure 99: How women shop for clothes, by most popular retailers from where women bought clothes for themselves in the last 12 months – In-store/online, December 2013
                                                                                                                                                    • Figure 100: How women shop for clothes, by next most popular retailers from where women bought clothes for themselves in the last 12 months – In-store/online, December 2013
                                                                                                                                                    • Figure 101: How women shop for clothes, by other retailers from where women bought clothes for themselves in the last 12 months – In-store/online, December 2013
                                                                                                                                                • Appendix – The Consumer – Women’s Attitudes to Shopping for Clothes

                                                                                                                                                    • Figure 102: Most popular women's attitudes towards shopping for clothes, by demographics, December 2013
                                                                                                                                                    • Figure 103: Next most popular women's attitudes towards shopping for clothes, by demographics, December 2013
                                                                                                                                                    • Figure 104: Women's attitudes towards shopping for clothes, by most popular retailers from where women bought clothes for themselves in the last 12 months – In-store/online, December 2013
                                                                                                                                                    • Figure 105: Women's attitudes towards shopping for clothes, by next most popular retailers from where women bought clothes for themselves in the last 12 months – In-store/online, December 2013
                                                                                                                                                    • Figure 106: Women's attitudes towards shopping for clothes, by other retailers from where women bought clothes for themselves in the last 12 months – In-store/online, December 2013

                                                                                                                                                Companies Covered

                                                                                                                                                • Arcadia Group
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • Bank of England
                                                                                                                                                • Debenhams UK
                                                                                                                                                • H&M Hennes & Mauritz
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • Marks & Spencer (UK)
                                                                                                                                                • New Look Group Plc
                                                                                                                                                • Next Group
                                                                                                                                                • Primark/Penneys
                                                                                                                                                • Tesco (UK)
                                                                                                                                                • Topshop old
                                                                                                                                                • Zara Home (Spain)

                                                                                                                                                Womenswear - UK - May 2014

                                                                                                                                                £1,995.00 (Excl.Tax)