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Description

Description

“With nearly three quarters of all consumers purchasing fashion items for the summer season, the market presents opportunities for retailers. The category has undoubtedly been buoyed by the growth in the popularity of summer events such as holidays and music festivals, but with the unpredictable weather consumers have been slow to start buying. As a result, retailers were quick to start the summer discounting period, a move that had a knock-on effect on profit margins. This can be counteracted with more trans-seasonal pieces, which are a popular choice with customers.”

– Chana Baram, Retail Analyst

This report examines the following issues:

  • Does summer shopping encourage wasteful shopping behaviours?
  • The importance of inclusivity in summer fashion
  • TV shows present sponsorship opportunities for young fashion retailers

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • The total summer fashion market is estimated to be worth £4.2 billion
              • Figure 1: Estimated summer fashion consumer spending (including VAT), by category, 2019
            • Summer fashion sales are affected by the weather
              • Figure 2: Year-on-year difference of UK monthly mean temperature and percentage change in fashion retail sales, January 2018-August 2019
            • The number of people going on holiday is on the rise
              • Figure 3: Holiday trip taking by British residents, 2008-18
            • More people are going to music festivals
              • Figure 4: Music festivals attended in the past 12 months, 2017-19
            • Companies and brands
              • Summer fashion advertising spend peaks in March
                • Figure 5: Recorded above-the-line, online display and direct mail total advertising expenditure on clothing, footwear and accessories, by month, March-August 2016-19
              • Advertising spend on beachwear almost doubled in 2019
                • Figure 6: Total above-the-line, online display and direct mail advertising expenditure on beachwear, 2016-19
              • The consumer
                • Nearly three quarters bought summer fashion items
                  • Figure 7: Summer fashion categories bought, August 2019
                • Most summer fashion purchases were for holidays
                  • Figure 8: Occasions for purchasing summer fashion, August 2019
                • A quarter of shoppers spent more on summer fashion this year
                  • Figure 9: Spending on summer fashion in comparison to last year, August 2019
                • More people shopped for summer fashion in-store than online
                  • Figure 10: Channels used for buying summer fashion items, August 2019
                • A third only began their summer fashion shopping in the summer months
                  • Figure 11: Month people began their summer fashion shopping, August 2019
                • Diversity is important in swimwear
                  • Figure 12: Swimwear shopper attitudes, August 2019
                • Younger consumers turn to TV shows like Love Island for inspiration
                  • Figure 13: Consumer sentiment towards summer fashion, August 2019
                • What we think
                • Issues and Insights

                  • Does summer shopping encourage wasteful shopping behaviours?
                    • The facts
                      • The implications
                        • The importance of inclusivity in summer fashion
                          • The facts
                            • The implications
                              • Figure 14: Every.Body.Counts campaign, 2019
                            • TV shows present sponsorship opportunities for young fashion retailers
                              • The facts
                                • The implications
                                  • Figure 15: Missguided product placement on Love Island, 2018
                              • The Market – What You Need to Know

                                • The summer fashion market is estimated to be worth £4.2 billion
                                  • Summer fashion sales affected by the weather
                                    • The number of people going on holiday is on the rise
                                      • More people are going to music festivals
                                        • More people are tuning into summer reality TV shows
                                        • Market Size

                                          • The summer fashion market is estimated to be worth £4.2 billion
                                            • Figure 16: Estimated summer fashion consumer spending (including VAT), by category, 2019
                                            • Figure 17: Estimated breakdown of summer fashion spending (including VAT), 2019
                                          • Beachwear presents opportunities
                                            • Figure 18: Self-Portrait’s new swimwear collection, 2019
                                        • Market Drivers

                                          • Unpredictable weather affects sales
                                            • Figure 19: Year-on-year difference of UK monthly mean temperature and percentage change in fashion retail sales, January 2018-August 2019
                                          • The number of people holidaying has risen
                                            • Figure 20: Holiday trip taking by British residents, 2008-18
                                          • Summer footfall was down
                                            • Figure 21: Year-on-year footfall change, by location, January-October 2019
                                          • Number of festival attendees grows
                                            • Figure 22: Music festivals attended in the past 12 months, 2017-19
                                          • Summer TV reality shows grow in popularity
                                            • Figure 23: Number of viewers for Love Island’s launch episodes, 2015-19
                                        • Companies and Brands – What You Need to Know

                                          • The summer of collaborations
                                            • Retailers capitalise on festival popularity
                                              • Summer fashion embraces diversity
                                                • Sustainability is a focus
                                                  • Summer fashion advertising spend peaks in March
                                                    • Advertising spend on beachwear almost doubled in 2019
                                                    • Launch Activity and Innovation

                                                      • Collaborations
                                                        • Duke & Dexter x Snoop Dogg ‘pool to party’ collection
                                                          • Figure 24: Duke & Dexter’s Snoop collaboration, 2019
                                                        • Love Stories x H&M swimwear line
                                                          • Figure 25: H&M collaboration with Love Stories on swimwear line, 2019
                                                        • Shrimps X Warehouse summer fashion collection
                                                          • Stranger Things x H&M summer collaboration
                                                            • Figure 26: Stranger Things x H&M: Meet Dacre Montgomery collaboration for summer, 2019
                                                          • Orlebar Brown creates a 007-inspired collection
                                                            • Figure 27: Orlebar Brown’s James Bond collection featuring a safari jacket inspired by The Man with the Golden Gun, 2019
                                                          • Festivals
                                                            • Glastonbury stars encourage second-hand shopping
                                                              • Mountain Warehouse launches festival-inspired capsule collection
                                                                • Figure 28: Kit Neale’s Karabiner collection for Mountain Warehouse, 2019
                                                              • Oxfam launches festival pop-up
                                                                • Diverse summer fashion
                                                                  • Quiz offers petite and plus-size summer fashion
                                                                    • Figure 29: Quiz launches petite range, 2019
                                                                  • Youswim launches universally flattering swimwear
                                                                    • Figure 30: Youswim’s one-size-fits-all swimwear, 2019
                                                                  • Curvy Kate’s swimsuit is bestseller
                                                                    • Figure 31: Curvy Kate’s Wrapsody swimwear, 2019
                                                                  • New launches
                                                                    • Self-Portrait releases first swimwear collection
                                                                      • Figure 32: Self-Portrait’s summer 2019 collection, 2019
                                                                    • Liberty launches debut own-brand swimwear
                                                                      • Figure 33: Liberty’s debut travel and swim collection, 2019
                                                                    • Sustainability
                                                                      • House of Holland x Speedo
                                                                        • Figure 34: House of Holland’s swimwear collaboration with Speedo, 2019
                                                                      • Monki launches sustainable swimwear line
                                                                      • Advertising and Marketing Activity

                                                                        • Fashion advertising spend peaks in March
                                                                          • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on clothing, footwear and accessories, by month, March-August 2016-19
                                                                        • Key summer 2019 campaigns: The summer of empowerment
                                                                          • Tu Summer of Love Yourself
                                                                            • Figure 36: Tu’s Summer 2019 campaign, 2019
                                                                          • Zalando’s ‘Dress For Yourself, Nobody Else’ campaign
                                                                            • Figure 37: Zalando’s liberating summer campaign, 2019
                                                                          • Jacamo encourages men to 'Own Your Moment'
                                                                            • Figure 38: Jacamo’s summer advert, 2019
                                                                          • Advertising spend on beachwear has nearly doubled in 2019…
                                                                            • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on beachwear, 2016-19
                                                                          • …over half of which was by Shein
                                                                            • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on beachwear, by advertiser, 2016-19
                                                                          • Key beachwear campaigns
                                                                            • PrettyLittleThing’s Destination Swim campaigns
                                                                              • Figure 41: Destination Swim: Dubai, 2019
                                                                            • Seafolly Made to Summer
                                                                              • Figure 42: Seafolly’s global summer campaign, 2019
                                                                            • Digital dominates for beachwear advertising
                                                                              • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on beachwear, by advertiser and media type, 2019
                                                                            • Nielsen Ad Intel coverage
                                                                            • Brand Focus - Deakin & Blue

                                                                              • Company overview
                                                                                • What is it?
                                                                                  • Figure 44: Deakin & Blue swimwear in action, 2019
                                                                                • Founded:
                                                                                  • Company mission statement:
                                                                                    • Founder’s story:
                                                                                      • Figure 45: Founder Rosie Cook with Deakin & Blue customers on a photoshoot, 2019
                                                                                    • Mintel analyst view
                                                                                      • Mintel Trends
                                                                                        • Why it could succeed
                                                                                          • Potential struggles
                                                                                            • The verdict
                                                                                              • Figure 46: Deakin & Blue campaign, 2019
                                                                                            • Media profile
                                                                                              • Social media metrics
                                                                                                • Figure 47: Social media metrics for Deakin & Blue, November 2019
                                                                                                • Figure 48: Deakin & Blue imagery from social media, 2019
                                                                                            • The Consumer – What You Need to Know

                                                                                              • Nearly three quarters bought summer fashion items
                                                                                                • Most purchasing was done for holidays
                                                                                                  • A quarter of shoppers spent more on summer fashion this year
                                                                                                    • More people shopped for summer fashion in-store than online
                                                                                                      • Social media influences swimwear shoppers
                                                                                                        • Younger consumers turn to TV shows like Love Island for inspiration
                                                                                                        • Summer Fashion and Beachwear Purchased

                                                                                                          • Nearly three quarters bought summer fashion items
                                                                                                            • Figure 49: Summer fashion categories bought, August 2019
                                                                                                          • Much of the summer fashion shopping is done by women
                                                                                                            • Figure 50: Summer fashion categories bought, by age and gender, August 2019
                                                                                                          • Tops are the most popular summer purchase for both genders
                                                                                                            • Figure 51: Types of summer fashion items bought, by gender, August 2019
                                                                                                          • Women tend to buy into several different categories
                                                                                                            • Figure 52: Repertoire of summer fashion items bought, by gender, August 2019
                                                                                                          • Swimsuits and bikini sets equally popular
                                                                                                            • Figure 53: Styles of beachwear bought, August 2019
                                                                                                        • Occasions for Purchasing Summer Fashion

                                                                                                          • Holidays are the most likely reason to purchase summer fashion
                                                                                                            • Figure 54: Occasions for purchasing summer fashion, August 2019
                                                                                                          • Opportunities in holiday clothing for older consumers
                                                                                                            • Figure 55: People who bought summer fashion for holidays, by age of children in household, August 2019
                                                                                                          • A quarter of Older Millennials bought for a festival
                                                                                                            • Figure 56: People who bought summer fashion items for festivals, by generation, August 2019
                                                                                                          • Men are more likely to buy for various events
                                                                                                            • Figure 57: Number of occasions summer fashion was purchased for, by gender, August 2019
                                                                                                        • Spending on Summer Fashion

                                                                                                          • Summer fashion items less of an investment
                                                                                                            • Figure 58: Spending on summer clothing, August 2019
                                                                                                          • A quarter of shoppers spent more on summer fashion this year
                                                                                                            • Figure 59: Spending on summer fashion in comparison to last year, August 2019
                                                                                                        • Summer Fashion Shopping Journey

                                                                                                          • Nearly three quarters shopped in-store…
                                                                                                            • Figure 60: Channels used for buying summer fashion items, August 2019
                                                                                                          • …but ‘digital natives’ are more likely to shop online
                                                                                                            • Figure 61: Channels used for buying summer fashion items, by generation, August 2019
                                                                                                          • A fifth only began buying summer fashion items in May…
                                                                                                            • Figure 62: Month people began their summer fashion shopping, August 2019
                                                                                                          • …calling into question the early summer discounts
                                                                                                            • Purchases were most likely to happen during spring
                                                                                                              • Figure 63: The season people began their summer fashion shopping, August 2019
                                                                                                          • Attitudes towards Swimwear

                                                                                                            • It is important for customers to see diverse fits of swimwear
                                                                                                              • Figure 64: Shopper attitudes towards the fit of swimwear, August 2019
                                                                                                            • Social media plays a big part in launching new brands
                                                                                                              • Figure 65: Shopper attitudes towards social media, August 2019
                                                                                                              • Figure 66: Shein’s Instagram advertising for swimwear, 2019
                                                                                                            • Many are using swimwear as a style statement
                                                                                                              • Figure 67: Shopper attitudes towards swimwear trends and styles, August 2019
                                                                                                              • Figure 68: PrettyLittleThing’s ‘poolside only’ bikini, 2019
                                                                                                            • People are concerned about convenience and style over sustainability
                                                                                                              • Figure 69: Shopper attitudes towards acting more sustainably, August 2019
                                                                                                              • Figure 70: adidas ocean plastics swimwear line, 2017
                                                                                                          • Behaviours towards Summer Fashion

                                                                                                            • Trans-seasonal pieces can help to avoid early discounting
                                                                                                              • Figure 71: Consumer sentiment towards summer fashion, August 2019
                                                                                                            • Young consumers are heavily influenced by Love Island
                                                                                                              • Figure 72: Consumers who agreed with the statement “Seeing what people wear on reality TV shows has inspired my summer fashion purchases”, by age and gender, August 2019
                                                                                                              • Figure 73: MissPap’s collaboration with Love Island winner Amber Rose Gill, 2019
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Abbreviations
                                                                                                                • Consumer research methodology

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