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Youth Fashion - UK - December 2014

“Friends have a greater influence on what young people wear than models in magazines, TV and films or even celebrities, meaning that retailers and brands are in a prime position to capitalise on a growing trend for selfies and turn shoppers into models.”
– Tamara Sender, Senior Fashion Analyst

This report answers the following key questions:

  • How can retailers drive sales in a challenging youth fashion market?
  • What are the most effective ways for brands and retailers to promote themselves to young people?
  • How can brands use social media more to engage consumers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast spending on clothing and footwear by consumers aged 15-24, 2009-19
            • Market drivers
              • Youth population declines
                • Figure 2: Projected changes in numbers of 15-24-year-olds in the UK, 2009-19
              • Young cut back on clothes
                • Figure 3: Trends in spending behaviour over the last three months, by 16-24s, September 2013 and September 2014
              • 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, September 2014
                      • Women mainly buy clothes on special offer
                        • Figure 5: Reasons for buying new clothes, September 2014
                      • Friends are the biggest influencer
                        • Figure 6: Factors that influence how people dress, September 2014
                      • Social media sites used for fashion
                        • Figure 7: Social media sites used for interacting with fashion brands, September 2014
                      • Young females use social media for style advice
                        • Figure 8: Reasons for using social media for interacting with fashion brands, September 2014
                      • What we think
                      • Issues and Insights

                          • How can retailers drive sales in a challenging youth fashion market?
                            • The facts
                              • The implications
                                • What are the most effective ways for brands and retailers to promote themselves to young people?
                                  • The facts
                                    • The implications
                                      • How can brands use social media more to engage consumers?
                                        • The facts
                                          • The implications
                                          • Trend Applications

                                              • Trend: Why Buy
                                                • Trend: Experience is All
                                                  • Trend: Let’s Make a Deal
                                                  • Market Drivers

                                                    • Key points
                                                      • A decline in the number of students in higher education
                                                        • Figure 9: All students at publicly funded higher education institutions (HEIs), by mode and level of study, 2008/09-2012/3
                                                      • Rising university fees
                                                        • Youth population declines
                                                          • Figure 10: Projected changes in numbers of 15-24-year-olds in the UK, 2009-19
                                                        • Declining youth unemployment
                                                          • Figure 11: Unemployment rate for 16-24-year-olds, 2009-14
                                                          • Figure 12: Number of unemployed 16-24-year-olds in the UK, November 2013-July 2014
                                                        • Smartphone and tablet ownership
                                                          • Figure 13: Ownership and use of smartphone and tablets, by age group, June 2014
                                                        • Under-25s’ financial situation hasn’t improved
                                                          • Figure 14: How 16-24-year-olds describe their financial situation, September 2013 and September 2014
                                                          • Figure 15: How 16-24-year-olds feel about the year ahead, September 2013 and September 2014
                                                        • Clothing remains a priority, but young cut back
                                                          • Figure 16: Trends in spending behaviour over the last three months, by 16-24s, September 2013 and September 2014
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating

                                                            • Key points
                                                              • Social media campaigns
                                                                • Figure 17: Alexander Wang and H&M designer collaboration, October 2014
                                                              • In-store technology
                                                                • Collaborations
                                                                  • New brands
                                                                    • Range extensions
                                                                      • Marketing by pureplays
                                                                        • Figure 18: Asos personal stylist ad
                                                                      • Delivery options
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Youth market grows by only 2.1% in 2014
                                                                            • Figure 19: Best- and worst-case forecast spending on clothing and footwear by consumers aged 15-24, 2009-19
                                                                          • Market boosted by rising sales of menswear
                                                                            • The market will grow by 15% by 2019
                                                                              • Figure 20: Estimated expenditure on clothing and footwear by 15-24s, 2009-19
                                                                            • Factors used in this forecast
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Youth market underperforms total fashion market
                                                                                  • Figure 21: Spend on clothing and footwear by 15-24s and total spend on clothing and footwear, 2009-14
                                                                              • Retail Competitor Analysis

                                                                                • Key points
                                                                                  • Top players in the youth fashion market
                                                                                    • Figure 22: Turnover of selected players in the youth fashion market, ranked by 2014 revenues, 2011-14
                                                                                  • Website visitor numbers
                                                                                    • Figure 23: Leading apparel websites used by 15-24s, by unique visitor numbers, November 2014
                                                                                • Space Allocation Summary

                                                                                  • Key points
                                                                                    • Space allocations: Detailed estimates
                                                                                      • Figure 24: Clothing retailers, detailed space allocation estimates, October 2014
                                                                                      • Figure 25: Womenswear specialists, detailed space allocation estimates, October 2014
                                                                                      • Figure 26: Menswear specialists, detailed space allocation estimates, October 2014
                                                                                  • Retail Product Mix

                                                                                    • Key points
                                                                                      • Estimated sales by product
                                                                                        • Figure 27: Leading clothing retailers, estimated sales by product, 2013 est
                                                                                      • Estimated sales densities
                                                                                        • Figure 28: Leading clothing retailers, estimated sales by product, 2013 est
                                                                                      • Market shares by product
                                                                                        • Figure 29: Leading clothing retailers, estimated market shares by product, 2013 est
                                                                                    • Companies and Products

                                                                                      • Topshop/Topman
                                                                                        • Company overview
                                                                                          • Financials
                                                                                            • Figure 30: Key financials of Arcadia Group Limited, 2013 and 2014
                                                                                            • Figure 31: Topshop estimated financial data, 2011/12
                                                                                          • International developments
                                                                                            • Recent developments
                                                                                              • Advertising and marketing
                                                                                                • H&M
                                                                                                  • Company overview
                                                                                                    • Financials
                                                                                                      • Figure 32: Key financials for H&M, 2012 and 2013
                                                                                                    • International expansion
                                                                                                      • Recent developments
                                                                                                        • Advertising and marketing
                                                                                                          • New Look
                                                                                                            • Company overview
                                                                                                              • Financials
                                                                                                                • Figure 33: Key financials for New Look, 2013 and 2014
                                                                                                              • International expansion
                                                                                                                • Recent developments
                                                                                                                  • Advertising and marketing
                                                                                                                    • Primark
                                                                                                                      • Company overview
                                                                                                                        • Financials
                                                                                                                          • Figure 34: Key financials for Primark, 2012 and 2013
                                                                                                                        • International expansion
                                                                                                                          • Recent developments
                                                                                                                            • Advertising and marketing
                                                                                                                              • River Island
                                                                                                                                • Company overview
                                                                                                                                  • Financials
                                                                                                                                    • Figure 35: Key financials for River Island, 2012 and 2013
                                                                                                                                  • International expansion
                                                                                                                                    • Recent developments
                                                                                                                                      • Advertising and marketing
                                                                                                                                        • Asos
                                                                                                                                          • Company overview
                                                                                                                                            • Financials
                                                                                                                                              • Figure 36: Key financials for River Island, 2013 and 2014
                                                                                                                                            • International expansion
                                                                                                                                              • Recent developments
                                                                                                                                                • Advertising and marketing
                                                                                                                                                  • Boohoo
                                                                                                                                                    • Company overview
                                                                                                                                                      • Financials
                                                                                                                                                        • Figure 37: Key financials for River Island, 2013 and 2014
                                                                                                                                                      • International expansion
                                                                                                                                                        • Recent developments
                                                                                                                                                          • Advertising and marketing
                                                                                                                                                            • Ones to watch
                                                                                                                                                              • Missguided
                                                                                                                                                                • Stradivarius
                                                                                                                                                                  • American Eagle
                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Adspend declines in 2013
                                                                                                                                                                        • Figure 38: Main monitored media advertising expenditure on fashion, 2010-14
                                                                                                                                                                      • River Island ramps up advertising
                                                                                                                                                                        • Figure 39: Main monitored media advertising expenditure on fashion, by advertiser, 2010-13
                                                                                                                                                                      • Press is the preferred media type
                                                                                                                                                                        • Figure 40: Main monitored media advertising expenditure on fashion, by media type, 2010-13
                                                                                                                                                                        • Figure 41: Main monitored media advertising expenditure on fashion, by media type, 2013
                                                                                                                                                                    • The Consumer – What are Young People Buying?

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Young are keen footwear and handbag buyers
                                                                                                                                                                          • Figure 42: Fashion items purchased in the last three months, by 16-24s versus all, August 2014
                                                                                                                                                                      • The Consumer – Where Do 15-24s Shop for Clothes?

                                                                                                                                                                        • Key points
                                                                                                                                                                          • What we asked
                                                                                                                                                                            • Primark stands out as the leader
                                                                                                                                                                              • Figure 43: Retailers from where clothing has been purchased in-store or online in the last 12 months, September 2014
                                                                                                                                                                            • New Look
                                                                                                                                                                              • H&M draws more males online
                                                                                                                                                                                • Topshop becomes less popular among students
                                                                                                                                                                                  • Young buying more clothes online
                                                                                                                                                                                    • Figure 44: Retailers from where clothing has been purchased in-store or online in the last 12 months, September 2013 and 2014
                                                                                                                                                                                  • Amazon and eBay grow in popularity for fashion
                                                                                                                                                                                    • Sports stores
                                                                                                                                                                                      • Retailers by age split
                                                                                                                                                                                        • Figure 45: Retailers from where clothing has been purchased in-store or online in the last 12 months, by age group, September 2014
                                                                                                                                                                                      • Young like to shop at lots of different stores
                                                                                                                                                                                        • Figure 46: Repertoire of retailers shopped in-store or online in the last 12 months, September 2014
                                                                                                                                                                                    • The Consumer – What Motivates Young People to Buy New Clothing?

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • What we asked
                                                                                                                                                                                          • Figure 47: Reasons for buying new clothes, September 2014
                                                                                                                                                                                        • Half of young women motivated by sales
                                                                                                                                                                                          • Figure 48: Reasons for buying new clothes, by gender, September 2014
                                                                                                                                                                                        • 15-17s use parents’ money to buy clothes
                                                                                                                                                                                          • Young teens most fashion-led
                                                                                                                                                                                            • Seasonal event
                                                                                                                                                                                              • Meeting workwear needs
                                                                                                                                                                                                • Pay day opportunity
                                                                                                                                                                                                • The Consumer – Factors That Influence How Young People Dress

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • What we asked
                                                                                                                                                                                                      • Friends are the biggest influence
                                                                                                                                                                                                        • Figure 49: Factors that influence how people dress, September 2014
                                                                                                                                                                                                      • One fifth of students wear clothes that receive compliments
                                                                                                                                                                                                        • Social media more influential than TV
                                                                                                                                                                                                          • Figure 50: Factors that influence how people dress, by gender, September 2014
                                                                                                                                                                                                        • Men show interest in sports personalities
                                                                                                                                                                                                          • Street fashion is becoming more important
                                                                                                                                                                                                            • Youngest most influenced by celebrity style
                                                                                                                                                                                                              • Figure 51: Factors that influence how people dress, by age group, September 2014
                                                                                                                                                                                                          • The Consumer – Social Media Sites Used for Fashion

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • What we asked
                                                                                                                                                                                                                • Figure 52: Social media sites used for interacting with fashion brands, September 2014
                                                                                                                                                                                                              • Young people most engaged with social media
                                                                                                                                                                                                                • A fashion for Facebook
                                                                                                                                                                                                                  • Image-heavy sites popular for fashion
                                                                                                                                                                                                                    • Figure 53: Social media sites used for interacting with fashion brands, by gender, September 2014
                                                                                                                                                                                                                  • Young teens are most engaged with social media for fashion
                                                                                                                                                                                                                    • Figure 54: Social media sites used for interacting with fashion brands, by age group, September 2014
                                                                                                                                                                                                                • The Consumer – Reasons for Using Social Media for Interacting with Fashion Brands

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • What we asked
                                                                                                                                                                                                                      • Figure 55: Reasons for using social media for interacting with fashion brands, September 2014
                                                                                                                                                                                                                    • Females look for style advice on social media
                                                                                                                                                                                                                      • Young use social media for special offers
                                                                                                                                                                                                                        • Appealing to men through gaming technology
                                                                                                                                                                                                                          • Liking a brand
                                                                                                                                                                                                                            • Figure 56: Reasons for using social media for interacting with fashion brands, by gender, September 2014
                                                                                                                                                                                                                          • Twitter most used for special offers
                                                                                                                                                                                                                            • Figure 57: Main social media sites used for fashion by reasons for using social media for interacting with fashion brands, September 2014
                                                                                                                                                                                                                          • Instagram for style inspiration
                                                                                                                                                                                                                            • One in ten use it for customer service

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Arcadia Group
                                                                                                                                                                                                                            • ASOS
                                                                                                                                                                                                                            • Associated British Foods Plc
                                                                                                                                                                                                                            • Dorothy Perkins old
                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                            • Google, Inc.
                                                                                                                                                                                                                            • New Look Group Plc
                                                                                                                                                                                                                            • Nordstrom
                                                                                                                                                                                                                            • River Island Clothing Co Ltd
                                                                                                                                                                                                                            • Sears Holdings Corporation
                                                                                                                                                                                                                            • Speedo International Ltd
                                                                                                                                                                                                                            • Topman old
                                                                                                                                                                                                                            • Topshop old
                                                                                                                                                                                                                            • Wallis old
                                                                                                                                                                                                                            • Zalando

                                                                                                                                                                                                                            Youth Fashion - UK - December 2014

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