2022
9
UK Fashion Inclusivity and Diversity Market Report 2022
2022-11-12T03:08:05+00:00
OX1100603
2195
157416
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Report
en_GB
There have been big strides made by fashion retailers and brands over the last few years to become more inclusive and diverse, but more still needs to be done to…

UK Fashion Inclusivity and Diversity Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Inclusivity and Diversity in Fashion Market Report identifies key consumer groups’ attitudes towards inclusivity and diversity, purchase drivers and the leading brands in the inclusive fashion industry. This report covers the UK inclusive fashion industry market size, market forecast, market segmentation and future inclusive fashion industry trends.

 

Inclusivity and Diversity in Fashion – Current Landscape

COVID-19 has exacerbated existing societal differences, and the divide is set to grow further as the cost of living crisis worsens. Pressures on household budgets will lead many consumers – including ethnic minorities – to cut back on fashion purchases due to the discretionary nature of the fashion industry.

Diversity in the Fashion Industry – Market Share and Key Trends

The pandemic also led to a rise in obesity rates, and this has driven greater demand for more inclusive sizing, with a growing number of brands attempting to stake their claim in the inclusive fashion industry by promoting the now mainstream body positivity movement.

Mintel’s fashion market research identifies that the recent demise of many high street retailers that catered to older consumers has left a gap of opportunity in the inclusive fashion industry to provide fashion items for those aged 55+.

  • 65% of UK adults agree that an advert for a fashion brand is inclusive if it represents people of different sizes.
  • 72% of Brits agree that inclusive fashion brands should not edit advertising images.
  • 28% of consumers would be more likely to buy from a fashion brand that represents their identity.
  • 53% of shoppers agree that fashion brands ignore people with disabilities.

 

Inclusive Fashion Industry – Future Trends

The growing spending power of Gen Z and their younger counterparts Gen Alpha, who are more diverse and inclusive than older generations, will help accelerate diversity in the fashion industry as brands will need to place inclusivity at the core of their business to stay relevant.

Mintel’s fashion market research indicates that technology has a prominent role in fashion’s future. One of the solutions for fashion retailers and brands to deal with sizing is to use virtual reality technology to help customers see what items will look like on them.

To discover more about the UK Inclusivity and Diversity in Fashion Market Report 2022, read our UK Online Fashion Market Report 2022or take a look at our extensive Clothing, Footwear and Accessories Market Research.

 

Quickly Understand

  • Explores what defines an inclusive fashion industry advert.
  • Analyses what issues consumers struggle most with when buying fashion.
  • Outlines the attitudes towards diversity in the fashion industry from key consumer groups.
  • Explores what inclusive and diverse behaviours would encourage people to shop at a specific retailer/brand.
  • Unpicks what consumers’ perceptions of inclusivity and diversity in fashion is.

 

Covered in this Report

Brands: Calvin Klein, Wallis, Evans, Bonmarché, Debenhams, Jaeger, Laura Ashley and BHS, Primark, Amazon, H&M, Sports Retailer, Next, Zara, Asos, Matalan, Rihanna, Pronovias, Prada, Dio, Rick Owens, Mio Mio, Nike, Prada, H&M, Aille, John Lewis,Valentine, The Bia Cut, Helena Schargel, Adidas, Sainsbury’s (Tu), Asda (George), Tesco (F&F).
Products:
Clothing, footwear, underwear and accessories.

 

Expert Analysis from a UK Fashion Retail Specialist

This report, written by Tamara Sender Ceron, a leading analyst in the Clothing and Footwear sector, delivers in-depth commentary and analysis to highlight current trends in the inclusive fashion industry and add expert context to the numbers.

There have been big strides made by fashion retailers and brands over the last few years to become more inclusive and diverse, but more still needs to be done to embrace consumers of all sizes, ages, ethnicities, body abilities, genders and sexualities. Amid a cost-of-living crisis, understanding the struggles that these under-represented consumers face when buying fashion is key for brands to increase their appeal among these groups and drive spending. In order to future-proof their companies, fashion retailers and brands need to ensure that inclusivity and diversity are at the core of their businesses, including at leadership level, so it shapes the direction of the brand and product.”

 

Tamara Sender Ceron
Associate Director – Fashion Retail

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for fashion inclusivity and diversity
              • Figure 1: Category outlook, 2022-27
            • The market
              • Diversity increases among younger populations
                • Rising obesity rates
                  • Companies and brands
                    • Driving inclusivity and diversity in leadership roles
                      • Calvin Klein creates a Pride positive and inclusive campaign
                        • The consumer
                          • Ethnic minorities and women are the main fashion buyers
                            • Figure 2: Retailers where fashion items have been purchased in the last 12 months, by gender, 2022
                          • Fashion campaigns need to be more size-inclusive
                            • Figure 3: Defining an inclusive and diverse fashion advert, 2022
                          • The struggle to find clothes that flatter body shape and size
                            • Figure 4: Issues when shopping for fashion for yourself, 2022
                          • Backlash against use of filters in fashion
                            • Figure 5: Attitudes towards inclusivity and diversity in fashion, 2022
                          • Using sizing technology encourages purchasing among women
                            • Figure 6: Interest in more inclusive and diverse behaviours in fashion, 2022
                          • M&S stands out as most inclusive brand
                            • Figure 7: Fashion brand perceptions related to inclusivity and diversity, 2022
                        • Issues and Insights

                          • Addressing diversity and inclusivity issues amid the cost-of-living crisis
                            • What are the main growth opportunities for fashion retailers and brands that grow their focus on DEI?
                              • Understanding how a focus on inclusivity and diversity can drive customer loyalty
                                • Making fashion more age-inclusive
                                  • Fully embrace the body positivity movement
                                    • Protect themselves against claims of greenwashing/tokenism
                                      • Competitive advantages offered by innovation
                                      • Market Drivers

                                        • Diversity increases among younger populations
                                          • Gender inequality
                                            • Ethnic minorities most worried about future finances
                                              • Catering to over-55s in fashion
                                                • Figure 8: Trends in the age structure of the UK population, 2016-26
                                              • Rising obesity
                                                • Figure 9: Percentage of adults aged 18+ in England classified as overweight and obese, 2015-21
                                              • The government improves access for disabled people
                                                • The rippling effects of the Black Lives Matter movement
                                                • Launch Activity and Innovation

                                                  • Brands turn to inclusive sizing and diverse models
                                                    • Savage X Fenty uses diverse models
                                                      • Figure 10: Rihanna’s Savage X Fenty lingerie, 2022
                                                    • Pronovias collaborates with Ashley Graham on size-inclusive range
                                                      • Figure 11: Pronovias x Ashley Graham bridal collection, 2022
                                                    • Gender visibility and LGBTQ+ inclusivity in fashion
                                                      • Transgender models taking the world of fashion by storm
                                                        • Driving inclusivity in leadership roles
                                                          • Nike sets gender targets
                                                            • Luxury brands makes leadership roles more diverse
                                                              • Figure 12: I was a Sari initiative by Gucci, 2022
                                                              • Figure 13: Prada diversity, equity and inclusion logo, 2022
                                                            • H&M implements compulsory training focused around inclusion and diversity
                                                              • John Lewis Partnership appoints first diversity and inclusion lead in May 2021
                                                                • Innovative and accessible products for disabled customers
                                                                  • Braille tags launched for clothing and accessories
                                                                    • Aille uses braille designs on its clothes
                                                                      • Combatting ageism in fashion
                                                                        • Helena Schargel launches lingerie collection for women aged 60+
                                                                          • Valentino celebrates ageless beauty at A/W 2022 Paris Fashion Week
                                                                            • The Bias Cut creates an online forum against ageism in fashion
                                                                            • Advertising and Marketing Activity

                                                                              • John Lewis Partnership works to redefine the word ‘British’
                                                                                • Adidas ad banned for showing different body types
                                                                                  • Nike champions diversity and female participation in football
                                                                                    • Figure 14: Nike’s Women’s Euro Football Video advert
                                                                                  • Calvin Klein creates a Pride positive and inclusive campaign
                                                                                  • Where Fashion is Purchased

                                                                                    • Women drive fashion purchasing
                                                                                      • Figure 15: Retailers where fashion items have been purchased in the last 12 months, by gender, 2022
                                                                                    • Ethnic minorities are the main fashion buyers
                                                                                      • Figure 16: Retailers where fashion items have been purchased in the last 12 months, by ethnicity, 2022
                                                                                    • Older women are keen shoppers, but favour M&S
                                                                                      • Figure 17: Retailers where fashion items have been purchased in the last 12 months, by generation, 2022
                                                                                    • Older consumers buy from fewer retailers
                                                                                      • Figure 18: Repertoire of retailers where fashion items have been purchased in the last 12 months, by gender, 2022
                                                                                  • Defining Inclusivity & Diversity

                                                                                    • Fashion campaigns need to be more size-inclusive
                                                                                      • Figure 19: Defining an inclusive and diverse fashion advert, 2022
                                                                                    • Older age groups remain invisible in most fashion ads
                                                                                      • Fashion ads needs to be more diverse, but authenticity is key
                                                                                        • Gen Zs favour brands that represent their identity in ads
                                                                                            • Figure 20: Agreement with inclusive and diverse behaviour statement ‘I would be more likely to buy from a fashion retailer/brand that represents my identity in its advertising’ , by generation, 2022
                                                                                        • Issues When Shopping for Fashion

                                                                                          • The struggle to find clothes that flatter body shape and size
                                                                                              • Figure 21: Issues when shopping for fashion for yourself, 2022
                                                                                            • Lack of age-inclusive fashion
                                                                                              • 36% of ethnic minorities struggle due to lack of models with their body type
                                                                                                  • Figure 22: Issues when shopping for fashion for yourself, by ethnicity, 2022
                                                                                              • Attitudes towards Inclusivity & Diversity

                                                                                                • Backlash against use of filters in fashion
                                                                                                    • Figure 23: Attitudes towards inclusivity and diversity in fashion, 2022
                                                                                                  • Ethnic minorities strongly agree that efforts to be diverse are not representative
                                                                                                    • Figure 24: Agreement with attitudes towards inclusivity and diversity in fashion, by ethnicity, 2022
                                                                                                • Inclusive and Diverse Behaviours in Fashion

                                                                                                  • Using sizing technology encourages purchasing among women
                                                                                                    • Figure 25: Interest in more inclusive and diverse behaviours in fashion, 2022
                                                                                                  • Young support brands with inclusive employee policies
                                                                                                    • Partnering with organisations that support diversity can drive purchasing
                                                                                                      • Figure 26: Attitudes towards inclusivity and diversity in fashion, by ethnicities, 2022
                                                                                                    • Young women opt to buy from brands that take a stand on issues
                                                                                                    • Brand Perceptions

                                                                                                      • M&S stands out as most inclusive brand
                                                                                                        • Figure 27: Fashion brand perceptions related to inclusivity and diversity, 2022
                                                                                                      • Zara seen as least size-inclusive
                                                                                                        • Primark seen as size-inclusive but impacted by unethical supply chains
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology

                                                                                                            About the report

                                                                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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