2020
9
UK Fashion Online Market Report 2020
2020-12-17T03:01:47+00:00
OX990090
2995
128872
[{"name":"Fashion","url":"https:\/\/store.mintel.com\/industries\/fashion"}]
Report
en_GB
“COVID-19 has accentuated the shift towards shopping for fashion online and heightened online demand will be a legacy trend of the pandemic. It will also have served as a catalyst…

UK Fashion Online Market Report 2020

$ 2,995 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Online Fashion market including the behaviours, preferences and habits of the consumer.

There has been a record growth in online fashion sales, with online consumer spending on clothing, footwear and accessories jumping by 26% in 2020 to £28 billion. COVID-19 has accentuated the shift towards shopping for fashion online and heightened online demand will be a legacy trend of the pandemic.

Mintel’s research for this Report found that 42% of Gen Z and 38% of Younger Millennial online fashion shoppers have purchased fashion items directly from social media, compared with an average of 23%. The lockdowns have fuelled a rise in social media usage and this has led younger consumers in particular to follow more fashion brands on social media. With the pandemic accelerating the rollout of Facebook and Instagram Shops and a focus on small and independent sellers, this gives an opportunity for more niche fashion brands to grow their presence in a very competitive and challenging fashion market.

Fit remains a big issue when shopping online, with 49% of female online shoppers aged 16-34 and 45% of females aged 35-54 agreeing that they struggle to find clothes online that fit. Poor fit is the main reason consumers send back clothes they have purchased and this leads to unnecessary and costly returns for retailers. COVID-19 has served as a catalyst to drive retailers to invest in finding solutions to this ongoing problem by either partnering with specialist fit technology companies as Zalando is doing or by adding augmented reality (AR) sizing tools to their apps as ASOS and Very have done.

While shopping for fashion online is convenient, it is not always enjoyable. Given that 55% of Younger Millennial females agree that it is worth paying more for clothes at a retailer that offers an enjoyable shopping experience and as this generation of younger consumers are increasingly shopping for fashion online via their smartphones, there are huge opportunities for fashion retailers to tap into this demand and use the latest digital tools such as screen sharing apps to make the online shopping experience more fun and sociable. Partnering with screen sharing apps can allow friends to meet and shop together virtually, recreating the social element of in-store clothes and footwear shopping.

Read on to discover more details or take a look at all of our UK Retail market research.

Alternatively, discover who has climbed and fallen across the retail industry this year in our UK Retail Rankings market report.

Quickly understand

  • The impact of COVID-19 and the second national lockdown on the online fashion market.
  • How consumers’ online fashion shopping behaviour and attitudes have changed since COVID-19.
  • Where people have bought fashion online in the last 12 months and the preferred devices when shopping.
  • The most important factors when choosing one retailer over another when buying fashion online.
  • The growing influence of social media both as an influencer and as a trading platform for fashion brands.

Covered in this report

Products included:  Clothing for men, women and children, including both underwear and outerwear. Footwear, including shoes, boots and any other type. Fashion accessories such as handbags, scarves and costume jewellery.

Brands featured: Next, Amazon, ASOS, eBay, M&S, JD Sports, The Very Group, Sports Direct, Boohoo, Arcadia, Boden, YNAP Group, JD Wiliams, Simple Be, Jacamo and more.

Expert analysis from an expert in the field

Written by Tamara Sender, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has accentuated the shift towards shopping for fashion online and heightened online demand will be a legacy trend of the pandemic. It will also have served as a catalyst to drive fashion retailers to invest in finding digital solutions to the ongoing issue of fit when buying clothes and footwear online. As the online fashion market becomes increasingly saturated, retailers will need to find ways to differentiate themselves and there are opportunities to appeal to young consumers by using the latest technology to make the online experience more sociable and playful.

Tamara Sender
Senior Fashion Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on online fashion
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on online fashion sales and the broader fashion retailing categories, 23 November 2020
    • The market
    • Online fashion sales grow by 26% in 2020
      • Figure 2: Online consumer spending on clothing, footwear and accessories, 2015-25 (prepared on 17 November 2020)*
    • Rising social media usage
    • Companies and brands
    • Retailers use AR and VR to support online experience
    • ASOS is the most trusted online fashion brand
      • Figure 3: Attitudes towards and usage of selected brands, June-November 2020
    • The consumer
    • People are spending less on fashion
      • Figure 4: Consumer spending habits since COVID-19, 2-11 November 2020
    • Footwear most purchased online
      • Figure 5: Fashion items purchased online in the last 12 months, August 2020
    • Purchasing via smartphones rises
      • Figure 6: How consumers have bought fashion items online in the last 12 months, August 2020
    • Amazon is the most popular pureplay for fashion
      • Figure 7: Where consumers have bought fashion items online in the last 12 months, August 2020
    • Free delivery and wide range are key……but so are unique brands
      • Figure 8: Most important factors when choosing one retailer over another when buying fashion online, August 2020
    • Lockdowns fuel rise in social shopping for fashion
      • Figure 9: Changes in online fashion shopping behaviour since the start of the covid-19 outbreak, August 2020
    • Females interested in fit solutions
      • Figure 10: Interest in the latest innovations when shopping online for fashion, August 2020
    • High level of demand for more product transparency online
      • Figure 11: Agreement with online fashion shopping behaviours, August 2020
  3. Issues and Insights

    • Impact of COVID-19 on the online fashion market
    • What is behind the success of the main winners in online fashion?
    • How can retailers stand out in an increasingly competitive online fashion market?
  4. The Market – Key Takeaways

    • Online fashion sales grow by 26% in 2020
    • Online captures over half of fashion spending
    • Rising social media usage
  5. Market Size and Forecast

    • COVID-19 shifts fashion sales online
      • Figure 11: Short-, medium- and long-term impact of COVID-19 on online fashion sales and the broader fashion retailing categories, 23 November 2020
    • Online fashion sales grow by 26% in 2020
      • Figure 12: Online consumer spending on clothing, footwear and accessories, 2015-25 (prepared on 17 November 2020)*
      • Figure 13: Online consumer spending on clothing, footwear and accessories, 2015-25 (prepared on 17 November 2020)
    • Sales dip before returning to steady growth
    • Online captures over half of fashion spending
      • Figure 14: Online as a percentage of all spending on clothing, footwear and accessories, 2016-20
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 23 November 2020)
    • Learnings from the last recession
      • Figure 16: Value sales of online clothing, footwear and accessories, 2006-12
    • Forecast methodology
  6. Market Drivers

    • Smartphone ownership reaches peak in April 2020
      • Figure 17: Personal ownership of consumer technology products, June 2020
    • Rising social media usage
      • Figure 18: Social and media networks used, March 2020
    • Consumers cut back on discretionary fashion purchases
      • Figure 19: How respondents would describe their financial situation, August 2020
    • Consumers saving rather than buying fashion
      • Figure 20: What extra money is spent on, November 2020
    • UK household internet access above EU average
      • Figure 21: UK household broadband internet access, 2010-19
    • Changes in the population
      • Figure 22: Population trends 2020-30
  7. Companies and Brands – Key Takeaways

    • Retailers use AR and VR to support online experience
    • ASOS is the most trusted online fashion brand
    • Next has the largest share of the online fashion market
  8. Market Shares

    • Next has the largest share of the online fashion market
      • Figure 23: Top ten online fashion retailers within the UK by estimated market share (excluding VAT), 2019
      • Figure 24: Top fifteen online fashion retailers within the UK by estimated market share (excluding VAT), 2018 and 2019
    • COVID-19 will have driven up the share of pureplays
  9. Launch Activity and Innovation

    • AR and VR technologies help customers shop safely
    • Farfetch’s latest off-White sneakers allow customers to try on virtually
    • ASOS accelerates AR clothes fitting service
    • Diesel unveils digital showroom Hyperoom
      • Figure 25: Diesel’s digital selling platform and showroom, 2020
    • Gucci launches virtual shopping service in Italy
      • Figure 26: Gucci live shopping service, 2020
    • Burberry launches new AR shopping tool
      • Figure 27: Burberry’s AR search tool, 2020
    • Prada launches virtual tours of its ateliers and boutiques
      • Figure 28: Prada Virtual reality tour of one its production sites, 2020
    • Retailers strengthen online capabilities and offerings
    • Missguided teams up with InPost UK to offer contact-free click-&-collect service
    • John Lewis launches virtual appointment and personal styling services
    • Mango launches virtual chatbot
    • M&S bra-fitting goes digital
    • Morrisons opens dedicated clothing website for Nutmeg
    • Social media helps retailers bolster customer engagement
    • Whatsapp to provide in-app purchases
    • Prada launches talk series on Instagram
      • Figure 29: Advert for Prada Possible Conversations on its Instagram account, 2020
    • Louis Vuitton adds behind-the-scenes content to its YouTube channel
      • Figure 30: Louis Vuitton’s LVTV video on YouTube, 2020
    • TikTok launches business platform for retailers
    • Sustainability
    • Cos launches resale platforms
      • Figure 31: Cos Resell platform, 2020
    • Very introduces clothing resale service
    • ASOS launches first circular fashion collection
      • Figure 32: Asos circular recycled unisex denim jacket, 2020
    • Face mask launches
    • MaskClub subscription service launches in the UK
    • Face masks vending machines
  10. Advertising and Marketing Activity

    • Advertising spend to decrease in 2020 due to COVID-19
      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on fashion by pureplays, 2017-20
    • Shein launches first OOH campaign in 2020
      • Figure 34: Shein’s ‘Walk Your Wonderful’ OOH campaign, 2020
    • Net-a-Porter launches modest collection for Ramadan in 2019
      • Figure 35: Net-a-Porter’s dedicated Ramadan campaign, 2019
    • JD Williams’ empowering Autumn 2019 campaign
      • Figure 36: JD Williams ‘Compliments.You Deserve Them’ campaign, 2019
    • Pretty Little Thing celebrates women in dedicated International Women’s Day campaign
      • Figure 37: PrettyLittleThing International Women’s Day campaign, 2019
    • Boohoo leverages TikTok to attract Gen Z shoppers
      • Figure 38: Boohoo’s ‘Move Me’ TV advert, 2020
      • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on fashion by pureplays, by top advertisers, 2016-2020
    • Digital overtakes TV
      • Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on fashion by pureplays, by media type, 2019
      • Figure 41: UK online fashion retail: recorded above-the-line, online display and direct mail total advertising expenditure on fashion by pureplays, by media type, 2019
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 42: Attitudes towards and usage of selected brands, June-November 2020
    • Key brand metrics
      • Figure 43: Key metrics for selected brands, June-November 2020
    • Brand attitudes: Very perceived to offer great customer service
      • Figure 44: Attitudes, by brand, June-November 2020
    • Brand personality: Boohoo and Shein seen as most fun
      • Figure 45: Brand personality – macro image, June-November 2020
    • Most trusted brand ASOS is seen as accessible
      • Figure 46: Brand personality – micro image, June-November 2020
    • Brand analysis
    • Simply Be is more highly trusted than Very and JD Williams
    • In The Style and Shein seen as cutting edge and responsive
    • Net-a-Porter an aspirational and expensive brand
    • Sosoander seen as authoritative and ethical
    • Young fashion pureplayers respond to changing consumer demands with agility
  12. The Consumer – Key Takeaways

    • People are spending less on fashion
    • Amazon most popular pureplay for fashion
    • Free delivery and wide range are key……but so are unique brands
    • Lockdowns fuel rise in social shopping for fashion
  13. Impact of COVID-19 on Consumer Behaviour

    • Concerns over contracting COVID-19 rise amid second lockdown
      • Figure 47: Level of concern regarding exposure to COVID-19, May-November 2020
    • Consumers limit time spent in stores…
      • Figure 48: COVID-19 behaviour, time spent in-store, April-November 2020
    • …and shop more online…
      • Figure 49: COVID-19 behaviour: Online shopping use, April-November 2020
    • Consumers use click-&-collect to stay safe
      • Figure 50: COVID-19 behaviour: click-&-collect usage, April-November 2020
    • People are spending less on fashion
      • Figure 51: Consumer spending habits since COVID-19, 2-11 November 2020
    • Support for independents to fight back
  14. Fashion Items Bought Online

    • Footwear most purchased online
      • Figure 52: Fashion items purchased online in the last 12 months, August 2020
    • Loungewear suits our lifestyles
    • Women and high earners drive online purchasing
      • Figure 53: Fashion items purchased online in the last 12 months, by gender, August 2020
    • Young buy highest repertoire of fashion categories
      • Figure 54: Repertoire of fashion categories purchased online in the last 12 months, by age, August 2020
  15. How They Shop

    • Purchasing via smartphones rises
      • Figure 55: How consumers have bought fashion items online in the last 12 months, August 2020
    • Under-35s favour smartphones for purchasing
      • Figure 56: How consumers have bought fashion items online in the last 12 months, by age, August 2020
    • Driving app usage
      • Figure 57: How they buy fashion items online via a mobile device, August 2020
  16. Where They Shop

    • Multichannel retailers remain most popular
      • Figure 58: Types of retailers used to purchase clothing online in the last 12 months, August 2020
    • Amazon most popular pureplay for fashion
      • Figure 59: Retailers without physical stores from where consumers have bought fashion items online in the last 12 months, August 2020
    • M&S popular, but driven by women aged 65+
      • Figure 60: Retailers with physical stores from where consumers have bought fashion items online in the last 12 months, August 2020
    • Amazon is also the largest player in the online fashion market
      • Figure 61: Where consumers have bought fashion items online in the last 12 months, August 2020
    • Repertoire of pureplays used narrower than that of store-based shoppers
      • Figure 62: Repertoire of retailers used to purchase fashion online, August 2020
  17. Most Important Factors when Buying Fashion Online

    • Free delivery and wide range are key…
    • …but so are unique brands
      • Figure 63: Most important factors when choosing one retailer over another when buying fashion online, August 2020
    • Gen Z look for retailers that offer faster delivery
      • Figure 64: Most important factors when choosing one retailer over another when buying fashion online, by generations, August 2020
    • Baby Boomers drawn to wide range of fits
  18. Changes in Online Shopping Behaviour since COVID-19 Outbreak

    • Online fashion surfing becomes new window shopping
      • Figure 65: Changes in online fashion shopping behaviour since the start of the covid-19 outbreak, August 2020
    • Lockdowns fuel rise in social shopping for fashion
      • Figure 66: Changes in online fashion shopping behaviour since the start of the covid-19 outbreak, by generations, August 2020
    • Young women more aware of their appearance on Zoom
  19. Interest in Latest Innovations When Shopping Online

    • Baby Boomers want the option to check stock availability
      • Figure 67: Interest in the latest innovations when shopping online for fashion, August 2020
    • Females interested in fit solutions
      • Figure 68: Interest in the latest innovations when shopping online for fashion, August 2020
    • Highest earners keen on in-store services offered online
    • Making online shopping more sociable
    • Potential for livestreaming
  20. Online Fashion Shopping Behaviour

    • Women want more product transparency
      • Figure 69: Agreement with online fashion shopping behaviours, August 2020
    • Younger Millennials question ethics of low-priced fashion
      • Figure 70: Agreement with statement ‘Recent news stories have made me question shopping online from low-priced online fashion retailers’, August 2020
    • 16-34s struggle with fit, but are concerned about sharing data
      • Figure 71: Fashion Online – CHAID – Tree output, August 2020
    • Methodology
      • Figure 72: Fashion Online – CHAID – Table output, August 2020
  21. 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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch