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Clothing Retailing - Spain - October 2019

“The Spanish clothing sector faces a major shake-out before it reaches a state of equilibrium again.” Online is raising the stakes in fashion retailing and there is nowhere to hide. This is no place for risk-averse strategies. More demanding consumers are going to shop from the retailers that serve them best.”
– Armando Falcao, Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive summary

          • The market
            • Consumer spending
              • Figure 1: Spain: Spending on clothing and footwear as % all consumer spending, 2013-19
            • Sector size and forecast
              • Figure 2: Spain: Clothing and footwear specialists as % all spending on clothing and footwear, 2014-19
            • Inflation
              • Figure 3: Spain: Consumer prices of clothing and footwear, annual % change, 2014-19
            • Channels of distribution
              • Figure 4: Spain: Estimated distribution of consumer spending on clothing and footwear by channel, 2018
            • Companies and brands
              • Leading players
                • Market shares
                  • Figure 5: Spain: Leading clothing specialists, share of all clothing and footwear spending, 2018
                • Online
                  • The consumer
                    • Where they shop for clothes
                      • Figure 6: Spain: Channels used for buying clothes in the last 12 months, June 2019
                      • Figure 7: Spain: Retailers used for buying clothing in the last 12 months, June 2019
                      • Figure 8: Spain: Non-specialist stores used to shop for clothing, June 2019
                    • Attitudes to shopping for clothes
                      • Figure 9: Spain: Attitudes to shopping for clothing, June 2019
                    • What we think
                    • Issues and insights

                      • Why have the clothing and footwear specialists seen their share of spending fall?
                        • The facts
                          • The implications
                            • What future for store-based clothing retailing?
                              • The facts
                                • The implications
                                • The market – What you need to know

                                  • Clothing market worth €32.4 billion in 2018
                                    • Clothing specialists run out of steam
                                      • Inflation rising slowly
                                        • Specialists take two-thirds of spending
                                        • Consumer spending

                                          • The economy
                                              • Figure 10: Spain: Consumer and retail confidence, 2017-19
                                            • Clothing and footwear outperforming
                                                • Figure 11: Spain: Consumer spending on clothing and footwear (incl VAT), 2014-19
                                            • Sector size and forecast

                                                • Figure 12: Spain: Specialist clothing retailers, sales (excl VAT), 2014-19
                                                • Figure 13: Spain: Specialist clothing retailers, forecast sales (excl VAT), 2020-24
                                                • Figure 14: Spain: Clothing and footwear specialists as % all spending on clothing and footwear, 2014-19
                                            • Inflation

                                                • Figure 15: Spain: Consumer prices of clothing and footwear, annual % change, 2014-19 (July)
                                                • Figure 16: Spain: Harmonised index of consumer prices, annual % change, January 2018 – August 2019
                                            • Channels of distribution

                                                • Figure 17: Spain: Estimated distribution of consumer spending on clothing and footwear by channel, 2018
                                            • Companies and brands – what you need to know

                                              • Consolidation
                                                • But it’s not all bad news
                                                  • ECI the market leader
                                                    • Online growing
                                                    • Leading players

                                                          • Figure 18: Spain: Leading specialist clothing retailers, sales, 2016/17-2018/19
                                                          • Figure 19: Spain: Leading specialist clothing retailers, outlets, 2016/17 - 2018/19
                                                          • Figure 20: Spain: Leading clothing specialist retailers, sales per outlet, 2016/17 - 2018/19
                                                      • Market shares

                                                          • Figure 21: Spain: Leading specialist clothing retailers’ shares of all spending on clothing and footwear, 2016-18
                                                      • Online

                                                          • Figure 22: Spain: Online purchases in the last 12 months, 2009-18
                                                        • Leading online retailers
                                                            • Figure 23: Spain: Leading online clothing retailers, estimated sales, 2016-18
                                                        • The consumer – What you need to know

                                                          • 46% shopped online for clothing
                                                            • Zara is the most popular specialist in Spain
                                                              • Mixed messages about fast fashion
                                                                • The importance of a pleasant shopping experience
                                                                  • Sales generally positively viewed
                                                                  • Where they shop for clothes

                                                                    • 46% have shopped online for clothing
                                                                      • Figure 24: Spain: Channels used for buying clothes in the last 12 months, June 2019
                                                                    • Online buying peaks at 25-44
                                                                      • Figure 25: Spain: Channels used for buying clothes in the last 12 months, by age group, June 2019
                                                                    • Store-based specialists maintain their relevance in the market
                                                                      • Figure 26: Spain: Stores used to shop for clothing, combined nets, June 2019
                                                                    • Clothing specialists
                                                                      • Figure 27: Spain: Specialist retailers used for buying clothing in the last 12 months, June 2019
                                                                    • Customer profiles
                                                                      • Figure 28: Spain: Where they shop for clothing, by average age and household income, clothing specialists, June 2019
                                                                    • Non-specialists
                                                                      • El Corte Inglés dominant among non-specialists
                                                                        • Figure 29: Spain: Non-specialist stores used to shop for clothing, June 2019
                                                                      • Small share of purchases in supermarkets and hypermarkets
                                                                      • Attitudes to shopping for clothes

                                                                        • Mixed messages about fast fashion
                                                                          • Figure 30: Spain: Selected attitudes to shopping for clothing, June 2019
                                                                        • The importance of experience
                                                                          • Figure 31: Spain: Selected attitudes to shopping for clothing, June 2019
                                                                        • Sales generally not off-putting
                                                                          • Figure 32: Spain: Selected attitudes to shopping for clothing, June 2019
                                                                        • Attitudes by specialist retailer used
                                                                          • Figure 33: Spain: Attitudes to shopping for clothing, by where they shopped in the last 12 months: Specialists, June 2019
                                                                        • Attitudes by non-specialist used
                                                                          • Figure 34: Spain: Attitudes to shopping for clothing, by where they shopped in the last 12 months: Non-specialists, June 2019
                                                                      • Appendix – Data sources, abbreviations and supporting information

                                                                        • Abbreviations
                                                                          • Data sources
                                                                          • ASOS

                                                                              • What we think
                                                                                • Getting tough on ‘serial returners’
                                                                                  • Bolstering CSR credentials with charity shop initiative
                                                                                    • Making shopping online for clothing easier
                                                                                      • Tailored experience for specific markets
                                                                                        • Becomes the latest fashion retailer to introduce its own homewares collection
                                                                                          • Company background
                                                                                            • Company performance
                                                                                                • Figure 35: ASOS: group financial performance, 2013/14-2017/18
                                                                                              • Retail offering
                                                                                              • C&A

                                                                                                  • What we think
                                                                                                    • Making up for lost time online
                                                                                                      • Partnering with other brands
                                                                                                        • Changes in management
                                                                                                          • C&A continues to focus on sustainability
                                                                                                            • Company background
                                                                                                              • Company performance
                                                                                                                • Figure 36: C&A: Group financial performance, 2013/14 – 2018/19
                                                                                                                • Figure 37: C&A: Outlet data, 2013/14 – 2018/19
                                                                                                              • Retail offering
                                                                                                              • El Corte Inglés

                                                                                                                  • What we think
                                                                                                                    • New digital shopping solution and extended fulfilment options driving e-commerce
                                                                                                                      • Chasing Chinese customers
                                                                                                                        • Sfera Joven store refurbishment
                                                                                                                          • Focusing on own brands to boost margins
                                                                                                                            • Tapping into the cult of celebrity to push menswear
                                                                                                                              • Eco fashion
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 38: El Corte Inglés: Retail division financial performance, 2017/18-2018/19
                                                                                                                                    • Figure 39: El Corte Inglés: Retail revenue by product, 2017/18-2018/19
                                                                                                                                    • Figure 40: El Corte Inglés: Retail division outlet data, 2017/18-2018/19
                                                                                                                                  • Retail offering
                                                                                                                                  • H&M Hennes & Mauritz

                                                                                                                                      • What we think
                                                                                                                                        • Digital
                                                                                                                                          • Store development
                                                                                                                                            • Company background
                                                                                                                                              • Company performance
                                                                                                                                                • Figure 41: H&M Hennes & Mauritz: group financial performance, 2013/14-2017/18
                                                                                                                                                • Figure 42: H&M Hennes & Mauritz: outlet data, 2013/14-2017/18
                                                                                                                                              • Retail offering
                                                                                                                                              • Grupo Inditex

                                                                                                                                                  • What we think
                                                                                                                                                    • Growth from a combination of online and offline channels
                                                                                                                                                      • Diversification and dedicated content on social channels
                                                                                                                                                        • Inditex’s new strategy focuses on sustainability
                                                                                                                                                          • Company background
                                                                                                                                                            • Company performance
                                                                                                                                                              • Figure 43: Grupo Inditex: sales and outlets by format, 2018/19
                                                                                                                                                              • Figure 44: Grupo Inditex, performance by brand, 2017-19
                                                                                                                                                              • Figure 45: Grupo Inditex: group financial performance, 2013/14-2018/19
                                                                                                                                                              • Figure 46: Grupo Inditex: outlet data, 2013/14-2018/19
                                                                                                                                                            • Retail offering
                                                                                                                                                            • Kiabi

                                                                                                                                                                • What we think
                                                                                                                                                                  • Developing a dynamic in-store experience
                                                                                                                                                                    • Expanded online reach and enhanced mobile shopping experience
                                                                                                                                                                      • 100% eco-friendly fashion
                                                                                                                                                                        • Company background
                                                                                                                                                                          • Company performance
                                                                                                                                                                            • Figure 47: Kiabi: Estimated European financial performance, 2014-18
                                                                                                                                                                            • Figure 48: Kiabi: Estimated European Outlet data, 2014-18
                                                                                                                                                                          • Retail offering
                                                                                                                                                                          • Primark/Penneys

                                                                                                                                                                              • What we think
                                                                                                                                                                                • European expansion continues
                                                                                                                                                                                  • Offline business model could hold back growth
                                                                                                                                                                                    • Greater focus on experience could point the way forward
                                                                                                                                                                                      • Growing sentiment against fast fashion is forcing change on the business
                                                                                                                                                                                        • Where now?
                                                                                                                                                                                          • Company background
                                                                                                                                                                                            • Company performance
                                                                                                                                                                                              • Figure 49: Primark/Penneys: group financial performance, 2014/15-2018/19
                                                                                                                                                                                              • Figure 50: Primark/Penneys: outlet data, 2014/15-2018/19
                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                            • Tendam Brands

                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • Robust multichannel infrastructure to support digital sales growth
                                                                                                                                                                                                    • 24 million loyalty card members
                                                                                                                                                                                                      • Considering launching an IPO in 2020
                                                                                                                                                                                                        • Sustainable collections
                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                            • Company performance
                                                                                                                                                                                                              • Figure 51: Tendam: Group financial performance, 2014/15-2018/19
                                                                                                                                                                                                              • Figure 52: Tendam: Outlet data, 2014/15-2018/19
                                                                                                                                                                                                            • Retail offering
                                                                                                                                                                                                            • Zalando

                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                  • Selling more products, slower revenue growth
                                                                                                                                                                                                                    • Zalando continues to succeed by combining online and offline
                                                                                                                                                                                                                      • Zalando’s circular fashion joins the physical world
                                                                                                                                                                                                                        • Zalando expands beauty range to five new markets
                                                                                                                                                                                                                          • Average basket size is still decreasing
                                                                                                                                                                                                                            • Zalando Plus loyalty scheme expanded
                                                                                                                                                                                                                              • Zalando trials robots for customer orders
                                                                                                                                                                                                                                • Moving away from own brands
                                                                                                                                                                                                                                  • What next?
                                                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                        • Figure 53: Zalando: group financial performance, 2013-18
                                                                                                                                                                                                                                        • Figure 54: Zalando: key metrics, 2016-H1 2019
                                                                                                                                                                                                                                      • Retail offering

                                                                                                                                                                                                                                      Clothing Retailing - Spain - October 2019

                                                                                                                                                                                                                                      £995.00 (Excl.Tax)