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Womenswear - UK - May 2016

“Growth in the market has slowed as women have become accustomed to purchasing clothing on sale. The market remains resilient, yet retailers should be looking beyond promotions to drive sales. Combining retail with leisure enables retailers to tap into this growing area of spend, while digital innovations can balance a varied shopping experience with the convenience that women seek.”
– Alice Goody, Retail Analyst

This market research report answers the following key topics:

  • How can retailers get past the discount culture in womenswear? 
  • How can the in-store shopping experience be improved?
  • What are the opportunities in the over-55s market?

Noting the issue of widespread discounting in the womenswear market, this Report considers how retailers can move away from this, by providing an insight into the shopping preferences of women.

As women prefer to spend their extra money on leisure activities over clothing, there is an opportunity for fashion retailers to introduce new dining and entertainment experiences to make their stores destinations to spend time in.

Faced with declining 16-24s, catering for over-55s is identified as an opportunity for retailers. These women are projected to be the fastest-growing demographic and their preference for style and quality over low prices bodes well for the value of the market, particularly as real incomes are beginning to rise.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Includes
          • Excludes
          • Executive Summary

              • The market
                • Womenswear grows 3.7% in 2015
                  • Figure 1: Best- and worst-case forecast of UK sales of women’s outerwear (incl. VAT), 2010-20
                • Rising number of over-55s presents an opportunity
                  • Growing obesity links with sizing issues
                    • Companies, brands and innovations
                      • M&S and Primark stand out as strong brands
                        • Figure 2: Attitudes towards and usage of selected brands, January 2016, November and August 2015
                      • Advertising spend declines as retailers shift to digital
                        • Jigsaw’s campaigns challenge the norms of fashion advertising
                          • The consumer
                            • Going out is prioritised in women’s spending
                              • Figure 3: Women’s spending priorities, February 2016
                            • Primark leads, M&S gains over-55 shoppers
                              • Figure 4: Retailers from which women bought clothes for themselves, in-store and online, December 2015
                            • Athleisure trend drives sportswear purchasing
                              • Figure 5: Types of clothes women have purchased for themselves in the last 12 months, December 2015
                            • Style and quality prevail for mature shoppers, the young prioritise low prices
                              • Figure 6: Most important factors when choosing one retailer over another when shopping for clothes, December 2015
                            • Women want more stylish clothes for their age
                              • Figure 7: What women would like to see improved when shopping for clothes in-store, December 2015
                            • Women demand improved returns and delivery options
                              • Figure 8: What women would like to see improved when shopping for clothes online, December 2015
                            • Technology to help overcome sizing issues has strong appeal
                              • Figure 9: Innovations women are most interested in when buying clothes in-store or online, December 2015
                            • What we think
                            • Issues and Insights

                              • How can retailers get past the discount culture in womenswear?
                                • The facts
                                  • The implications
                                    • How can the in-store shopping experience be improved?
                                      • The facts
                                        • The implications
                                          • What are the opportunities in the over-55s market?
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Womenswear grows 3.7% in 2015
                                                  • Decline in 16-24s may impact growth
                                                    • Rising number of over-55s presents an opportunity
                                                      • Consumer sentiment improves, but there remains a degree of caution
                                                        • Going out is prioritised in women’s spending
                                                        • Market Size and Forecast

                                                          • Womenswear grows 3.7% in 2015
                                                            • Figure 10: Best- and worst-case forecast of UK sales of women’s outerwear (incl. VAT), 2010-20
                                                          • Sales to grow by 17.4% between 2015 and 2020
                                                            • Figure 11: UK sales of women’s outerwear, at current prices, 2010-20
                                                          • Forecast methodology
                                                          • Market Drivers

                                                            • Declining youth population could impact the sector
                                                              • Rising number of over-55s, who are less price-driven
                                                                • Clothing consumer prices decline in 2015
                                                                  • Figure 12: Consumer price indices (CPI) of clothing, March 2015-February 2016
                                                                • Growing obesity links with sizing issues
                                                                  • Figure 13: Proportion of overweight and obese female population, 2009-14
                                                                • Consumer sentiment improves, high earners prosper
                                                                  • Going out is prioritised in women’s spending
                                                                    • Smartphone ownership rises among 25-44s
                                                                      • Figure 14: Ownership of smartphones, laptop computers and tablet computers – Females, by age, December 2015
                                                                  • Key Players – What You Need to Know

                                                                    • M&S cuts back advertising spend and invests in customer experience
                                                                      • Very is the most innovative brand
                                                                        • Jigsaw’s and Hobbs’ campaigns challenge the norms of fashion advertising
                                                                          • Finery: New contemporary womenswear label to watch
                                                                            • Luxury brands move towards more instant access
                                                                            • Launch Activity and Innovations

                                                                              • M&S’ digital stylist experimentation pays off
                                                                                • Unisex clothing becomes more mainstream
                                                                                  • Figure 15: Zara’s Ungendered sub-section online within the TRF collection, April 2016
                                                                                • Finery: New contemporary womenswear label to watch
                                                                                  • M&S reaches out to younger shopper with Archive collection
                                                                                    • Figure 16: Pieces from the Archive by Alexa collection for Marks & Spencer, Spring/Summer 2016
                                                                                  • ASOS A-list loyalty programme
                                                                                    • Fashion for larger sizes
                                                                                      • Luxury brands move towards more instant access
                                                                                      • Advertising and Marketing Activity

                                                                                        • Advertising spend declines 4.6%
                                                                                          • Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, 2012-15
                                                                                        • M&S cuts back above-the-line advertising spend
                                                                                          • Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, by advertiser, 2012-15
                                                                                        • Campaign highlights
                                                                                          • Jigsaw’s and Hobbs’ campaigns challenge the norms of fashion advertising
                                                                                            • Figure 19: Images from Hobbs’ ‘Make an Understatement’ campaign, Spring/Summer 2016
                                                                                          • Advertising that appeals to the over-50s
                                                                                            • Press advertising prevails
                                                                                              • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, by media type, 2015
                                                                                              • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on womenswear, by media type, 2012-15
                                                                                            • Nielsen Ad Intel coverage
                                                                                            • Space Allocation Summary

                                                                                                • Figure 22: Estimated space allocation of leading specialist and non-specialist clothing retailers, by womenswear, menswear and childrenswear, October 2015
                                                                                              • Detailed category space allocation
                                                                                                • Figure 23: Broad range clothing retailers, detailed space allocations for womenswear, October 2015
                                                                                                • Figure 24: Broad range clothing retailers, detailed space allocations for womenswear, October 2015
                                                                                              • Estimated sales breakdown
                                                                                                • Figure 25: Leading clothing retailers, estimated clothing product mix, 2014/15
                                                                                                • Figure 26: Leading food retailers, estimated clothing product mix, 2014/15
                                                                                              • Sales densities
                                                                                                • Figure 27: Leading clothing retailers, estimated sales density, by product, 2014/15
                                                                                                • Figure 28: Leading food retailers, estimated clothing sales density, by product, 2014/15
                                                                                              • Market shares by product
                                                                                                • Figure 29: Leading clothing retailers, share of product markets, 2014/15
                                                                                            • Brand Research

                                                                                                • What you need to know
                                                                                                  • Brand map
                                                                                                    • Figure 30: Attitudes towards and usage of selected brands, January 2016, November and August 2015
                                                                                                  • Key brand metrics
                                                                                                    • Figure 31: Key metrics for selected brands, January 2016, November and August 2015
                                                                                                  • Brand attitudes: Jigsaw is worth paying more for
                                                                                                    • Figure 32: Attitudes, by brand, January 2016, November and August 2015
                                                                                                  • Brand personality: F&F suffers tired and boring associations
                                                                                                    • Figure 33: Brand personality – Macro image, January 2016, November and August 2015
                                                                                                  • ASOS enjoys trendsetting image
                                                                                                    • Figure 34: Brand personality – Micro image, January 2016, November and August 2015
                                                                                                  • Brand analysis
                                                                                                    • Mid-market retailers: M&S, Debenhams and Next
                                                                                                      • Fashion retailers: H&M, Topshop, Jigsaw and New Look
                                                                                                        • Online-only retailers: ASOS and Very
                                                                                                          • Supermarket and value-led brands: Primark, George at Asda and F&F at Tesco
                                                                                                          • The Consumer – What You Need to Know

                                                                                                            • Young women drive fashion spend
                                                                                                              • Primark remains the leading player
                                                                                                                • Amazon’s delivery and return options put it in a strong position
                                                                                                                  • Athleisure trend drives sportswear purchasing
                                                                                                                    • Style and quality prevail for mature shoppers, the young prioritise low prices
                                                                                                                      • Women want more stylish clothes for their age
                                                                                                                        • Smart fitting rooms are a key opportunity for young fashion retailers
                                                                                                                        • Women’s Spending Priorities

                                                                                                                          • Going out is prioritised in women’s spending
                                                                                                                            • Figure 35: What extra money is spent on, February 2016
                                                                                                                          • Young women drive fashion spend
                                                                                                                            • Figure 36: Spending habits for clothing, footwear and accessories, February 2016
                                                                                                                          • Unseasonal autumn weather affects clothing spend
                                                                                                                          • Where Do Women Buy Clothes?

                                                                                                                            • Primark remains the leading player
                                                                                                                              • Figure 37: Retailers from which women bought clothes for themselves, in-store and online, December 2015
                                                                                                                            • M&S gains over-55 shoppers
                                                                                                                              • Figure 38: Women who have bought clothing for themselves in the last 12 months from Primark, Marks & Spencer, New Look, Next and George at Asda, in-store or online, by age, December 2015
                                                                                                                            • Two thirds buy clothing online
                                                                                                                              • Amazon ramps up fashion offer
                                                                                                                                • Supermarkets drive online clothing sales
                                                                                                                                  • Repertoire analysis
                                                                                                                                    • Figure 39: Repertoire of retailers from which clothes are bought in-store and online, December 2015
                                                                                                                                • What Type of Clothes Do Women Buy?

                                                                                                                                  • Athleisure trend drives sportswear purchasing
                                                                                                                                    • Figure 40: Types of clothes women have purchased for themselves in the last 12 months, December 2015
                                                                                                                                  • What are the young buying?
                                                                                                                                    • Figure 41: Spring/Summer 2016 denim trends: Topshop ‘mom’ style jeans and Zara dungarees
                                                                                                                                    • Figure 42: Types of clothes women have purchased for themselves in the last 12 months, by age, December 2015
                                                                                                                                  • Repertoire analysis
                                                                                                                                    • Figure 43: Repertoire of type of clothes women bought in-store and online, December 2015
                                                                                                                                • Most Important Factors When Buying Clothes

                                                                                                                                  • Style and quality prevail for mature shoppers
                                                                                                                                    • Figure 44: Most important factors when choosing one retailer over another when shopping for clothes, December 2015
                                                                                                                                  • Young shoppers prioritise low prices
                                                                                                                                      • Figure 45: Most important factors when choosing one retailer over another when shopping for clothes, by age, December 2015
                                                                                                                                    • Sustainable clothing must still meet style and price aspirations
                                                                                                                                      • Creating an engaging story to make ethical sourcing a greater priority
                                                                                                                                      • What Women Would Like to See Improved In-store

                                                                                                                                        • Women want more stylish clothes for their age
                                                                                                                                          • Figure 46: What women would like to see improved when shopping for clothes in-store, December 2015
                                                                                                                                        • Queuing at the till is the biggest issue for young women
                                                                                                                                          • Figure 47: What women would like to see improved when shopping for clothes in-store, by age, December 2015
                                                                                                                                        • Inconsistency of sizing remains a problem
                                                                                                                                        • What Women Would Like to See Improved Online

                                                                                                                                          • Returns process has room for improvement
                                                                                                                                            • Figure 48: What women would like to see improved when shopping for clothes online, December 2015
                                                                                                                                          • Urban dwellers demand more delivery options
                                                                                                                                            • Figure 49: What women would like to see improved when shopping for clothes online, by age, December 2015
                                                                                                                                          • Young women drive the need for smartphone and tablet-friendly websites
                                                                                                                                          • Interest in Innovations

                                                                                                                                            • Technology to help overcome sizing issues has strong appeal
                                                                                                                                              • Figure 50: Innovations women are most interested in when buying clothes in-store or online, December 2015
                                                                                                                                            • Smart fitting rooms are a key opportunity for young fashion retailers
                                                                                                                                              • Figure 51: Oak Labs’ smart fitting room technology, 2015
                                                                                                                                            • Varied experiences make stores a destination
                                                                                                                                            • CHAID Analysis

                                                                                                                                              • Methodology
                                                                                                                                                • Sizing technology appeals to female 16-44s
                                                                                                                                                  • Figure 52: Interest towards online sizing technology – CHAID – Tree output, December 2015
                                                                                                                                                  • Figure 53: Interest towards online sizing technology – CHAID – Table output, December 2015
                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                  • Abbreviations
                                                                                                                                                    • Consumer research methodology
                                                                                                                                                      • Figure 54: Interest towards online sizing technology – CHAID – Table output, December 2015
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                    • Forecast methodology
                                                                                                                                                        • Figure 55: Best- and worst-case forecast of UK sales of women’s outerwear, 2015-20

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Womenswear - UK - May 2016

                                                                                                                                                    US $2,583.33 (Excl.Tax)