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Youth Fashion - UK - December 2013

“In order to compete in a changing young fashion landscape, clothing retailers need to do more to entice young customers to part with their cash. Exciting stores, large fitting rooms, innovative websites, on-trend garments and excusive collaborations with popular musicians and celebrities are among the factors that will help retailers stand out from the crowd.”

– Tamara Sender, Senior Fashion Analyst

Some questions answered in this report include:

  • How have financial pressures of young people impacted on their spending?
  • What can young fashion retailers do to compete in an increasingly challenging youth fashion market?
  • How important is the store environment for young people?
  • What are the online opportunities in the youth fashion sector?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast spending on clothing and footwear by 15-24s, 2008-18
            • Market drivers
              • Dwindling youth population
                • Figure 2: Projected changes in numbers of 15-24-year-olds in the UK, 2008-13 and 2013-18
              • Changes to higher education
                • Youth unemployment remains high
                  • Young people cut back on buying clothes
                    • Figure 3: What extra money is spent on, by 16-24s, August 2012 and August 2013
                  • Companies, brands and innovation
                    • Retail competitor analysis
                      • Who’s innovating?
                        • The consumer
                          • Primark leads
                            • Figure 4: Retailers from where clothing has been purchased in-store or online in the last 12 months, by age, September 2013
                          • Females and older youths show the most caution
                            • Figure 5: Attitudes towards shopping for clothes, by age, September 2013
                          • One in seven men buy fewer branded clothes
                            • Young still enjoy visiting stores
                              • Fashion remains a top priority for 15-17-year-olds
                                • Three in 10 buy clothes online via mobile devices
                                  • Figure 6: Attitudes towards buying clothes online, September 2013
                                • A quarter buy more online than a year ago
                                  • Websites with catwalk videos
                                    • What we think
                                    • Issues and Insights

                                        • Young people who have driven fashion spend are now cutting back
                                          • The facts
                                            • The implications
                                              • What can young fashion retailers do to compete in an increasingly challenging youth fashion market?
                                                • The facts
                                                  • The implications
                                                    • The store environment continues to be very important for young people
                                                      • The facts
                                                        • The implications
                                                          • What are the online opportunities in the youth fashion sector?
                                                            • Facts
                                                              • Implications
                                                              • Trend Applications

                                                                  • Trend: The Nouveau Poor
                                                                    • Trend: Many Mes
                                                                      • Mintel futures: Access Anything, Anywhere
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Figure 7: All students at publicly funded higher education institutions, by mode and level of study, 2007/08-2011/12
                                                                        • Declining youth population
                                                                          • Figure 8: Projected changes in numbers of 15-24-year-olds in the UK, 2008-13 and 2013-18
                                                                        • Unemployment
                                                                          • Figure 9: Unemployment rate for 16-24-year-olds, by age, 2008-13
                                                                          • Figure 10: Number of employed 16-24s in the UK, November 2012-July 2013
                                                                        • A quarter of under-25s describe their finances as tight
                                                                          • Figure 11: How respondents describe their financial situation, by 16-24s, August 2012 and August 2013
                                                                        • Young people cut back on buying clothes
                                                                          • Figure 12: What extra money is spent on, by 16-24s, August 2012 and August 2013
                                                                        • Smartphone owners
                                                                          • Figure 13: Smartphone owners and using smartphones to access internet, by age, January 2013
                                                                        • Social media
                                                                        • Strengths and Weaknesses in the Market

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Improved delivery and collections
                                                                                  • Brand extensions
                                                                                    • Value ranges
                                                                                      • Focus on fashion
                                                                                        • New technology
                                                                                          • Designer and celebrity collaborations
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Total clothing and footwear market outperforms youth market
                                                                                                • Figure 14: Spend on clothing and footwear by 15-24s and total spend on clothing and footwear, 2008-13
                                                                                            • Market Size and Forecast

                                                                                              • Key points
                                                                                                • Youth fashion market remains flat in 2013
                                                                                                  • Figure 15: Best- and worst-case forecast spending on clothing and footwear by 15-24s, 2008-18
                                                                                                • The future
                                                                                                  • The market will grow by 10% by 2018
                                                                                                    • Figure 16: Estimated expenditure on clothing and footwear by 15-24s, at current prices, 2008-18
                                                                                                  • Factors used in this forecast
                                                                                                  • Retail Competitor Analysis

                                                                                                    • Key points
                                                                                                      • Figure 17: Turnover of selected players in the youth fashion market, 2010-13, ranked by 2012 revenues
                                                                                                  • Space Allocation Summary

                                                                                                    • Key points
                                                                                                      • Figure 18: Clothing retailers, detailed space allocation estimates, clothing specialists, September 2013
                                                                                                      • Figure 19: Womenswear specialists, detailed space allocation estimates, September 2013
                                                                                                      • Figure 20: Menswear specialists, detailed space allocation estimates, September 2013
                                                                                                  • Retail Product Mix

                                                                                                      • Figure 21: Estimated sales by product, Primark, TK Maxx, New Look, Zara, H&M, 2012-13
                                                                                                    • Estimated sales densities
                                                                                                      • Figure 22: Estimated sales density by product, Primark, TK Maxx, New Look, Zara, H&M, 2012/13
                                                                                                    • Market shares by product
                                                                                                      • Figure 23: Estimated Market shares by product, Primark, TK Maxx, New Look, Zara, H&M, 2012/13
                                                                                                  • Companies and Products

                                                                                                    • Topshop/Topman
                                                                                                        • Figure 24: Key financials of Arcadia Group Limited, 2012 and 2013
                                                                                                      • H&M
                                                                                                          • Figure 25: Key financials for H&M (Hennes & Mauritz), 2012 and 2013
                                                                                                        • New Look
                                                                                                            • Figure 26: Key financials for New Look Group Plc, 2012 and 2013
                                                                                                          • Primark
                                                                                                              • Figure 27: Key financials for Primark Stores Limited, 2011 and 2012
                                                                                                            • River Island
                                                                                                                • Figure 28: Key financials for River Island Clothing Co. Limited, 2011 and 2012
                                                                                                              • Asos
                                                                                                                  • Figure 29: Key financials for ASOS, 2011 and 2012
                                                                                                                • Ones to watch
                                                                                                                  • Boohoo
                                                                                                                    • Missguided
                                                                                                                      • Abercrombie & Fitch and Superdry
                                                                                                                      • Brand Communication and Promotion

                                                                                                                        • Key points
                                                                                                                          • Adspend rises in 2012 and then slows in 2013
                                                                                                                            • Figure 30: Main monitored media advertising expenditure on fashion, 2009-13
                                                                                                                          • H&M spends the most on ad campaigns
                                                                                                                            • Figure 31: Main monitored media advertising expenditure on fashion, by company, 2009-13
                                                                                                                          • Press and outdoor advertising are most popular
                                                                                                                            • Figure 32: Main monitored media advertising expenditure on fashion, by media type, 2009-13
                                                                                                                        • The Consumer – Where Do 15-24s Shop for Clothes?

                                                                                                                          • Key points
                                                                                                                            • Primark leads
                                                                                                                              • Figure 33: Retailers from which clothing has been purchased in-store or online in the last 12 months, September 2013
                                                                                                                            • Topshop attracts younger audience
                                                                                                                              • New Look draws three fifths of women
                                                                                                                                • Sports stores become fashionable
                                                                                                                                  • A quarter buy clothes from supermarkets
                                                                                                                                    • Retailers by age split
                                                                                                                                      • Figure 34: Retailers from where clothing has been purchased in-store or online in the last 12 months, by age, September 2013
                                                                                                                                    • In-store/online breakdown
                                                                                                                                      • Figure 35: Retailers from which clothing has been purchased, by in-store versus online in the last 12 months, September 2013
                                                                                                                                    • Buying online
                                                                                                                                      • Repertoire of stores used
                                                                                                                                        • Figure 36: Repertoire of retailers shopped in-store in the last 12 months, September 2013
                                                                                                                                        • Figure 37: Repertoire of retailers shopped online in the last 12 months, September 2013
                                                                                                                                    • The Consumer – 15-24s’ Attitudes Towards Clothes Shopping

                                                                                                                                      • Key points
                                                                                                                                          • Figure 38: Attitudes towards shopping for clothes, September 2013
                                                                                                                                        • Females and older youths show the most caution
                                                                                                                                          • Men are spending more on fashion than women
                                                                                                                                            • Men buy fewer branded clothes
                                                                                                                                              • Regional divergences
                                                                                                                                                • Young still enjoy visiting stores
                                                                                                                                                  • Attitudes by age
                                                                                                                                                    • Figure 39: Attitudes towards shopping for clothes, by age, September 2013
                                                                                                                                                  • Fashion remains a top priority for 15-17-year-olds
                                                                                                                                                    • Under-25s buy less, but better quality
                                                                                                                                                    • The Consumer – Young People’s Attitudes Towards Buying Clothes Online

                                                                                                                                                      • Key points
                                                                                                                                                        • Three in 10 buy clothes online via mobile devices
                                                                                                                                                          • Figure 40: Attitudes towards buying clothes online, September 2013
                                                                                                                                                        • A quarter buy more online than a year ago
                                                                                                                                                          • Browsing online whilst out shopping
                                                                                                                                                            • Online fashion advice
                                                                                                                                                              • Websites with catwalk videos
                                                                                                                                                                • Social media
                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                    • Figure 41: Best- and worst-case forecast spending on clothing and footwear by 15-24s, 2013-18
                                                                                                                                                                • Appendix – The Consumer – Where Do 15-24s Shop For Clothes?

                                                                                                                                                                    • Figure 42: Most popular retailers shopped at in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                    • Figure 43: Next most popular retailers shopped at in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                    • Figure 44: Other retailers shopped at in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                    • Figure 45: Least popular retailers shopped at in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                    • Figure 46: Most popular retailers shopped at in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                    • Figure 47: Next most popular retailers shopped at in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                    • Figure 48: Other retailers shopped at in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                    • Figure 49: Most popular retailers shopped at in the last 12 months – In-store, by demographics, September 2013
                                                                                                                                                                    • Figure 50: Next most popular retailers shopped at in the last 12 months – In-store, by demographics, September 2013
                                                                                                                                                                    • Figure 51: Other retailers shopped at in the last 12 months – In-store, by demographics, September 2013
                                                                                                                                                                    • Figure 52: Attitudes towards shopping for clothes, by most popular retailers shopped at in the last 12 months – In-store/online, September 2013
                                                                                                                                                                    • Figure 53: Attitudes towards shopping for clothes, by next most popular retailers shopped at in the last 12 months – In-store/online, September 2013
                                                                                                                                                                    • Figure 54: Attitudes towards shopping for clothes, by other retailers shopped at in the last 12 months – In-store/online, September 2013
                                                                                                                                                                    • Figure 55: Attitudes towards buying clothes online, by most popular retailers shopped in-store or online in-store in the last 12 months, September 2013
                                                                                                                                                                    • Figure 56: Attitudes towards buying clothes online, by next most popular retailers shopped in-store or online in-store in the last 12 months, September 2013
                                                                                                                                                                    • Figure 57: Attitudes towards buying clothes online, by other retailers shopped in-store or online in-store in the last 12 months, September 2013
                                                                                                                                                                • Appendix – The Consumer – 15-24s’ Attitudes Towards Clothes Shopping

                                                                                                                                                                    • Figure 58: Most popular attitudes towards shopping for clothes, by demographics, September 2013
                                                                                                                                                                    • Figure 59: Next most popular attitudes towards shopping for clothes, by demographics, September 2013
                                                                                                                                                                    • Figure 60: Attitudes towards buying clothes online, by most popular attitudes towards shopping for clothes, September 2013
                                                                                                                                                                    • Figure 61: Attitudes towards buying clothes online, by next most popular attitudes towards shopping for clothes, September 2013
                                                                                                                                                                • Appendix – The Consumer – Young People’s Attitudes Towards Buying Clothes Online

                                                                                                                                                                    • Figure 62: Most popular attitudes towards buying clothes online, by demographics, September 2013
                                                                                                                                                                    • Figure 63: Next most popular attitudes towards buying clothes online, by demographics, September 2013
                                                                                                                                                                    • Figure 64: Other attitudes towards buying clothes online, by demographics, September 2013

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Abercrombie & Fitch UK
                                                                                                                                                                • Arcadia Group
                                                                                                                                                                • ASOS (UK retail sales)
                                                                                                                                                                • Bhs Ltd
                                                                                                                                                                • Boohoo.com plc
                                                                                                                                                                • Dorothy Perkins old
                                                                                                                                                                • Evans old
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • Gianni Versace S.p.A.
                                                                                                                                                                • H&M Hennes & Mauritz
                                                                                                                                                                • J. Choo Limited
                                                                                                                                                                • Jack Wills Ltd
                                                                                                                                                                • LinkedIn
                                                                                                                                                                • Miss Selfridge
                                                                                                                                                                • New Look Group Plc
                                                                                                                                                                • Nordstrom
                                                                                                                                                                • Primark Stores Ltd
                                                                                                                                                                • River Island Clothing Co Ltd
                                                                                                                                                                • Roberto Cavalli
                                                                                                                                                                • Stella McCartney
                                                                                                                                                                • SuperGroup Plc (Retail)
                                                                                                                                                                • Ted Baker
                                                                                                                                                                • The Hollister Co.
                                                                                                                                                                • Topman old
                                                                                                                                                                • Topshop old
                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                • Wallis old

                                                                                                                                                                Youth Fashion - UK - December 2013

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