2022
9
UK Womenswear Market Report 2022
2022-06-01T04:04:31+01:00
OX1104605
2195
151838
[{"name":"Womenswear","url":"https:\/\/store.mintel.com\/industries\/fashion\/womenswear"}]
Report
en_GB
"As the cost-of-living squeeze bites, women are becoming increasingly value focused when buying womenswear. While this will lead some consumers to prioritise price and trade down, for others it will…

UK Womenswear Market Report 2022

£ 2,195 (Excl.Tax)

Description

“As the cost-of-living squeeze bites, women are becoming increasingly value focused when buying womenswear. While this will lead some consumers to prioritise price and trade down, for others it will become about the overall value equation. Fashion retailers will need to focus on promoting overall value by improving the quality and durability of their clothes, as well as by looking at other factors that play a critical role in the buying decisions of their customers, such as free delivery, a seamless and convenient shopping experience, and a differentiated product offering.”

Tamara Sender Ceron

Tamara Sender Ceron
Associate Director- Fashion Retail

 

This report will look at the following areas

  • How will the cost-of-living squeeze impact the womenswear market?
  • How womenswear is emerging from the disruption caused by COVID-19 and forecasts for recovery.
  • How and where people have bought womenswear in the last 12 months and the growth in online purchasing.
  • Changes in shopping priorities when buying womenswear in the last year.
  • Attitudes towards shopping for womenswear and interest in the latest innovations.

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for womenswear
      • Figure 1: Category outlook, 2022-27
    • The market
    • Womenswear sales will dampen as cost pressures increase
      • Figure 2: Best- and worst-case forecast for consumer spending on womenswear, 2016-26 (prepared in May 2022)
    • Womenswear retail landscape drastically changed
    • Rising prices leading to garment inflation
    • Companies and brands
    • Fashion-store fitting rooms get ‘smarter’
    • M&S competes with Next and Matalan for trust
      • Figure 3: Attitudes towards and usage of selected brands, 2021-22
    • The consumer
    • Rise in purchasing of dresses
      • Figure 4: What fashion items women have bought in the last three months, 2020-22
    • Online still dominates spending
      • Figure 5: How women bought clothing in the last 12 months, 2022
    • Supermarkets grow in popularity
      • Figure 6: Where women bought clothing for themselves in the last 12 months, 2022
    • Growing focus on value for money
      • Figure 6: Changes in women’s priorities when buying clothes for themselves, 2022
    • Gen Zs support sustainable retailers
      • Figure 7: Agreement with attitudes towards shopping for fashion, 2022
    • Creating a seamless shopping experience
      • Figure 8: Interest in the latest fashion innovations, 2022
  3. Issues and Insights

    • Impact of cost-of-living squeeze on womenswear
    • What are the main opportunities for growth in womenswear?
    • Differentiating the offering
    • Providing a seamless shopping experience
    • Becoming more transparent about sustainability goals
    • Tapping into new retail models
  4. Market Size and Performance

    • Womenswear sales begin to recover in 2021
      • Figure 9: Market size for womenswear, 2016-21
    • Womenswear retail landscape drastically changed
  5. Market Forecast

    • Five-year outlook for womenswear
      • Figure 10: Category outlook, 2022-27
    • Womenswear sales will dampen as cost pressures increase
      • Figure 11: Market forecast for womenswear, 2016-26
    • Retailers forced to increase clothes prices
      • Figure 12: Consumer spending on womenswear, 2016-26
    • Market drivers and assumptions
      • Figure 13: Key drivers affecting Mintel’s market forecast, 2016-26
    • Forecast methodology
  6. Market Drivers

    • Catering to an ageing female population
      • Figure 14: Trends in the age structure of the UK population, by gender, 2021 and 2026
    • The conflict in Ukraine will hurt the UK economy
    • GDP reached pre-pandemic levels in November 2021…
    • …but the post-COVID-19 bounce-back will be followed by a period of slower growth
    • Employment has held up better than expected
    • Inflation is the key concern for 2022 for consumers, brands and the economy
      • Figure 15: Overall CPIH and garment CPIH percentage change, Feb 21-Apr 22
    • Consumers’ financial wellbeing has slipped from its recent high point…
      • Figure 16: Household financial wellbeing index, 2016-22
    • …and concerns over inflation are coming to the fore
      • Figure 17: Consumer concerns about household finances, 2021-22
  7. Launch Activity and Innovation

    • Fashion-store fitting rooms get ‘smarter’
    • H&M 3D body scanner
      • Figure 18: H&M full-body scanner, 2021
    • Browns interactive mirrors
    • Savage X Fenty ‘smart’ fitting rooms
    • Amazon’s Style store
    • Repair services should be made as much a part of the shopping journey as buying
    • Uniqlo’s first in-store repair service
      • Figure 19: Uniqlo’s first repair station in store, 2022
    • Primark Argyle Street hosts free repair workshops
      • Figure 20: Primark repair workshops, 2021
    • Ganni teams up with clothing alteration app Sojo
    • More retailers enter resale and rental
    • M&S reveals new rental service with Hirestreet
      • Figure 21: M&S rental service with Hirestreet, 2022
    • Ganni teams up with Rotaro to launch rental service
    • Hurr launches resale service Keep it Forever
    • Net-a-Porter launches resale service
    • Selfridges debuts new rental service
      • Figure 22: Selfridges and Hurr Collective rental service, 2021
    • LK Bennett to roll out rental service
      • Figure 23: LK Bennett rental service, 2021
    • Eco-conscious products continue to innovate
    • M&S reveals sustainable denim capsule
    • Farfetch launches positive conscious label
    • Sainsbury’s and Waitrose team up with designer Anya Hindmarch for new shopping bag
      • Figure 24: Anya Hindmarch’s ‘ Universal Bag’, 2022
    • Second-hand market continues to have relevance
    • Asda teams up with Gucci for a curated edit of preloved items
    • Browns teams up Thrift+ to help customers prolong the life of old clothes
    • Brands experiment with blockchain technology
    • Net-a-Porter launches Digital ID program to help consumers trace products
    • H&M explores blockchain rental service in Germany
    • Department stores highlight fashion offering
    • Next expands new department store concept
      • Figure 25: Next department store concept store in Watford, 2022
    • Poundland opens biggest store yet, with focus on fashion
    • Gap to launch its first shop-in-shop with Next
      • Figure 26: Gap shop in shop at Next, 2022
    • John Lewis adds clothing to its Anyday range
      • Figure 27: John Lewis Anyday womenswear, 2021
    • Other launches
    • Shein and Klarna open pop-up 
    • Laura Ashley set to relaunch fashion in the UK and internationally
    • Marks & Spencer launches live shopping series targeting younger consumers
      • Figure 28: M&S live shopping feature, 2021
  8. Advertising and Marketing Activity

    • Advertising spend falls 36% in 2021
      • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, 2018-22 (Jan-Apr 2022)
    • Digital takes the lion share of ad spend
      • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, by media type, 2021
    • H&M top advertiser in 2021
      • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, by top advertisers, 2019-  2021
    • Key campaigns
    • Simply Be launches new ‘fit’ campaign
    • M&S launches ‘Anything but Ordinary’ spring style campaign
    • H&M launches first campaign to promote sustainability initiatives
    • Nielsen Ad Intel coverage
  9. Brand Research

    • Brand map
      • Figure 32: Attitudes towards and usage of selected brands, 2021-22
    • Key brand metrics
      • Figure 33: Key metrics for selected brands, 2021-22
    • Brand attitudes: Superdry seen as worth paying more for
      • Figure 34: Attitudes, by brand, 2021-22
    • Brand personality: Shein closely associated with unethical
      • Figure 35: Brand personality – macro image, 2021-22
    • Ted Baker viewed as expensive
      • Figure 36: Brand personality – micro image, 2021-22
    • Brand analysis
    • M&S competes with Next and Matalan for trust
    • Shein sees rising usage
    • Farfetch and Thread expand their offering
    • Superdry and Fatface both seen as fun
    • Ted Baker sees falling usage
  10. What They Buy

    • Surge in demand for outerwear and footwear in Q1 2022
      • Figure 37: What fashion items women have bought in the last three months, 2020-22
    • Rise in purchasing of dresses
      • Figure 38: What clothing items women have bought in the last three months, 2020-22
    • Women spend less than men per shopping trip
      • Figure 39: Amount spent on clothing items on last shopping trip, by gender, 2022
    • Young women tend to buy three or more items per trip
      • Figure 40: Number of clothing items purchased on last shopping trip, by gender, 2022
  11. How They Shop

    • Online still dominates spending
      • Figure 41: How women bought clothing in the last 12 months, 2022
    • Rise in smartphone purchasing
      • Figure 42: How women bought clothing in the last 12 months, 2020-22
    • Women aged 25-44 are keen smartphone shoppers
      • Figure 43: How women bought clothing in the last 12 months, by age, 2022
  12. Where They Shop

    • Supermarkets grow in popularity
      • Figure 44: Where women bought clothing for themselves in the last 12 months, 2022
    • Value retailers return to growth
      • Figure 45: Where women bought clothing for themselves in the last 12 months, 2020-22
    • Young women shop around
      • Figure 46: Repertoire of types of retailers where women have bought clothing in the last 12 months, 2022
  13. Changes in Priorities when Buying Clothes

    • Growing focus on value for money
      • Figure 47: Changes in women’s priorities when buying clothes for themselves, 2022
    • Young women prioritise quality
      • Figure 48: Factors that have become more important when buying clothes for themselves compared to 12 months ago, by age group, 2022
    • Female reactions to rising prices
  14. Women’s Attitudes towards Shopping for Fashion

    • Gen Zs support sustainable retailers
      • Figure 49: Agreement with attitudes towards shopping for fashion, 2022
    • Standing out with unique clothes
  15. Interest in the Latest Innovations

    • High demand for rapid click-and-collect
      • Figure 50: Interest in the latest fashion innovations, 2022
    • Creating a seamless shopping experience
      • Figure 51: Interest in the latest fashion innovations, by generation, 2022
    • Millennials keen on buying clothes seen on TV
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  17. Appendix – Forecast Methodology

    • Market forecast
      • Figure 52: Best- and worst-case forecast for consumer spending on womenswear, 2021-26
    • Market drivers and assumptions
    • Forecast methodology

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