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Description

Description

“Fashion retailers are facing unprecedented times and will be one of the hardest hit retail sectors as consumer shopping behaviour has altered drastically to reflect changes in lifestyles during the COVID-19 lockdown. Even when fashion stores reopen, people's lives are unlikely to return to full normality with social distancing transforming the way people shop for fashion in the short-term. Demand for womenswear will remain stunted in the medium-term as rising unemployment and a recession will lead people to prioritise other areas of more essential spending. The womenswear market will become even more competitive as retailers use deep discounting to clear unsold spring/summer stock, meaning that in order to drive growth retailers will need to show a true point of differentiation. Retailers that are able to be agile and flexible in order to adapt to the new reality are most likely to succeed.”

– Tamara Sender Ceron, Senior Fashion Analyst, 11/05/20

Key issues covered in this Report

  • The impact of COVID-19 on consumer behaviour and shopping for womenswear.
  • What will happen to sales of women’s clothing in 2020 as a result of the COVID-19 outbreak.
  • Adapting to the shift towards greater online purchasing.
  • Appealing to the underserved older female consumer.

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The Market
            • COVID-19 will lead to dramatic sales decline in 2020
              • Figure 1: Forecast for consumer spending on womenswear (adjusted for COVID-19), 2014-24
            • Market will see some recovery in 2021
              • Brexit uncertainty remains
                • A fifth of women are really worried about 2020
                  • Figure 2: How consumers feel about their financial situation over the next year, by gender, April 2020
                • Impact of COVID-19 on Womenswear
                  • Opportunities and Threats
                    • Figure 3: Expected impact of COVID-19 on womenswear, short, medium and long term, May 2020
                  • Companies and Brands
                    • Primark is the favourite brand but seen as unethical
                      • Figure 4: Attitudes towards and usage of selected brands, September 2019-February 2020
                    • Retailers use innovation to adapt to COVID-19 climate
                      • Adspend falls slightly in 2019
                        • The Consumer
                          • Jeans remain popular, but trend for dresses grows
                            • Figure 5: What clothing items women have bought in the last 3 months, March 2020
                          • Big jump in young women shopping online
                            • Figure 6: How women bought clothing in the last 12 months, December 2019
                          • Value retailers most popular for fashion
                            • Figure 7: Where women bought clothing in the last 12 months, December 2019
                          • Price stands out as the biggest priority
                            • Figure 8: Purchase drivers when buying womenswear from different types of clothing retailers, December 2019
                          • Importance of special occasions
                            • Figure 9: What encourages women to buy new clothing for themselves, December 2019
                          • Issues with sizing
                            • Figure 10: Agreement or disagreement with attitudes towards buying womenswear, December 2019
                          • Growing interest in sustainability
                            • Figure 11: Interest in innovations when shopping for clothes, December 2019
                          • Importance of versatile clothing
                            • Figure 12: Shopping behaviour when buying womenswear, December 2019
                          • What we think
                          • The Impact of COVID-19 on Womenswear

                            • Short, medium and long-term impact on the industry
                              • Figure 13: Expected impact of COVID-19 on womenswear, short, medium and long-term, May 2020
                            • Short term
                              • Medium term
                                • Long term
                                  • Opportunities and Threats
                                    • Elevating the online experience helps brands connect with customers
                                      • Figure 14: Seasalt’s online book club, May 2020
                                    • Digital communication replaces one-to-one interactions in the short term…
                                      • …and will be needed to ease consumer concern in the medium term…
                                        • …but such technology and services will leave a longer-term legacy on the market
                                          • Masks present a branding opportunity for fashion
                                            • Figure 15: Changes consumers have made as a result of the COVID-19 outbreak, by gender and age group, 9-16 April 2020
                                            • Figure 16: Little Mistress NHS Kindred Rainbow thank you NHS face mask, May 2020
                                            • Figure 17: Boohoo’s Woman face mask, May 2020
                                          • Using technology to deal with disruption to supply chains and fashion events
                                            • Value retailers to benefit and new discount players to emerge
                                              • Opportunities for retailers to support local manufacturing
                                                • Figure 18: Mulberry producing PPE gowns for the NHS, May 2020
                                              • Growth of second-hand market and swapping
                                                • Impact on the womenswear market
                                                  • Dramatic decline in sales expected in 2020
                                                    • Figure 19: Forecast for consumer spending on womenswear (adjusted for COVID-19), 2014-24
                                                  • Shift to online sales will not offset loss of store sales, but will create a legacy
                                                    • Impact on the supply chain
                                                      • More retailers will collapse in 2021 but the sector will see some recovery
                                                        • Shifts in consumer behaviour
                                                          • Shift towards more conspicuous spending
                                                            • Figure 20: Consumers who expect to spend less on clothing and accessories over the next month, by gender and age group, 30 April – 7 May, 2020
                                                          • Growing focus on health and wellbeing trend
                                                            • Figure 21: Changes consumers have made as a result of the COVID-19 outbreak, by gender and age group, 9-16 April 2020
                                                          • Support for local independent fashion retailers
                                                            • Figure 22: Changes consumers have made as a result of the COVID-19 outbreak, by gender and age group, 7-14 May 2020
                                                          • How the crisis will affect key consumer segments
                                                            • Older women likely to continue to avoid visiting stores
                                                              • Figure 23: Changes in shopping behaviour since the start of the COVID-19 outbreak, by gender and age group 7-14 May 2020
                                                            • Young women will continue to shop online
                                                              • How a COVID-19 recession will reshape womenswear
                                                                • Savvy shopping behaviours will be accentuated
                                                                  • Value retailers benefited in the 2008/09 recession
                                                                    • Womenswear likely to be hit harder in this recession
                                                                      • Impact on the marketing mix
                                                                        • Brands showing support for COVID-19 effort viewed favourably
                                                                          • Figure 24: Nike’s Play Inside campaign, April 2020
                                                                        • More authentic imagery in fashion to become the norm
                                                                          • Figure 25: boohoointhehouse, May 2020
                                                                        • COVID-19: Market context
                                                                        • Issues and Insights

                                                                          • Appealing to the under-served growing older female consumer
                                                                            • The facts
                                                                              • The implications
                                                                                • Maintaining the focus on sustainability despite changing priorities
                                                                                  • The facts
                                                                                    • The implications
                                                                                    • The Market – What You Need to Know

                                                                                      • Womenswear sales see slow growth in 2019
                                                                                        • COVID-19 will lead to dramatic sales decline in 2020
                                                                                          • Market will see some recovery in 2021
                                                                                            • High rates of female obesity
                                                                                              • Brexit uncertainty remains
                                                                                                • Women less positive about their financial wellbeing than men
                                                                                                  • A fifth of women are really worried about 2020
                                                                                                    • 55% of women plan to spend less on clothing
                                                                                                    • Market Size and Forecast

                                                                                                      • Womenswear sales see slow growth in 2019
                                                                                                        • Figure 26: Consumer spending on women’s clothing, at current and constant prices, 2014-19
                                                                                                      • Outlook in light of COVID-19
                                                                                                        • COVID-19 will lead to a dramatic sales decline in 2020
                                                                                                            • Figure 27: Forecast for consumer spending on womenswear (adjusted for COVID-19), 2014-24
                                                                                                            • Figure 28: Forecast for consumer spending on womenswear (adjusted for COVID-19), 2014-24
                                                                                                          • Market will see some recovery in 2021
                                                                                                            • Pre-COVID-19 forecast highlights the crisis’ impact on sales
                                                                                                              • Figure 29: Forecast for consumer spending on womenswear (pre-COVID-19 forecast), 2014-24
                                                                                                              • Figure 30: Forecast for consumer spending on womenswear (pre-COVID-19 forecast), 2014-24
                                                                                                            • Forecast methodology
                                                                                                            • Market Drivers

                                                                                                              • Catering to an ageing population
                                                                                                                • Figure 31: Trends in the age structure of the female UK population, 2019 and 2024
                                                                                                              • High rates of female obesity
                                                                                                                • Womenswear deflation drops further
                                                                                                                  • Figure 32: Consumer price inflation, January 2019-March 2020
                                                                                                                • Brexit uncertainty remains
                                                                                                                  • Figure 33: Female consumer views on the impact of the EU referendum, April 2020
                                                                                                                • Women less positive about their financial wellbeing than men
                                                                                                                  • Figure 34: How consumers generally describe their financial situation at the moment, by gender and age, April 2020
                                                                                                                • A fifth of women are really worried about 2020
                                                                                                                  • Figure 35: How consumers feel about their financial situation over the next year, by gender, April 2020
                                                                                                                • 55% of women plan to spend less on clothing
                                                                                                                  • Figure 36: Consumers planning to spend more or less on clothing and accessories, by gender, 23-30 April 2020
                                                                                                                • Changes in habits and behaviour as a result of COVID-19
                                                                                                                  • Figure 37: Consumers who have spent more time taking part in more home workouts since the COVID-19 outbreak, by gender and age, April 2020
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • Retailers use innovation to adapt to COVID-19 climate
                                                                                                                  • Celebrating new loungewear and streetwear collaborations
                                                                                                                    • Adspend falls slightly in 2019
                                                                                                                      • Key campaigns focus on inclusivity
                                                                                                                        • Primark is the favourite brand but seen as unethical
                                                                                                                          • M&S makes Per Una focus of its stores
                                                                                                                          • Launch Activity and Innovation

                                                                                                                            • How retailers are adapting to COVID-19 climate
                                                                                                                              • Figure 38: Mango factory workers making gowns, March 2020
                                                                                                                            • Rise in gender-fluid collections
                                                                                                                              • Celebrating new loungewear and streetwear collaborations
                                                                                                                                • Figure 39: H&M & Desmond & Dempsey collaboration, spring 2020
                                                                                                                              • New concept stores opened
                                                                                                                                • Retailers add more sporty styles
                                                                                                                                  • Figure 40: M&S’ Goodmove athleisure range, January 2020
                                                                                                                                • Growing focus on sustainability
                                                                                                                                  • Figure 41: John Lewis and Mother of Pearl collaboration, April 2020
                                                                                                                                  • Figure 42: Mango’s denim range as part of its Second Chances sustainable project, 2020
                                                                                                                                • Using technology for fashion
                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                  • Adspend falls slightly in 2019
                                                                                                                                    • Spending fell 47% in April 2020
                                                                                                                                      • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, 2015-20 (Jan-Apr 2020)
                                                                                                                                    • Growing spend on digital
                                                                                                                                      • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, by media type, 2019
                                                                                                                                    • M&S launches major womenswear campaign
                                                                                                                                      • Figure 45: Total above-the-line, online display and direct mail advertising expenditure on women’s fashion, by top companies, 2019
                                                                                                                                      • Figure 46: M&S Per Una campaign, October 2019
                                                                                                                                    • Key campaigns
                                                                                                                                      • Sainsbury’s womenswear campaign focuses on inclusivity
                                                                                                                                        • Figure 47: Sainsbury’s #TuWorkIt campaign, September 2019
                                                                                                                                      • Nasty Gal’s celebrity model collaboration
                                                                                                                                        • Sosandar launches TV campaign
                                                                                                                                          • John Lewis launches fashion TV ad
                                                                                                                                            • Selfridges launches digital fashion campaign
                                                                                                                                              • COVID-19 will have a big impact on fashion marketing
                                                                                                                                                • Nielsen Ad Intel coverage
                                                                                                                                                • Brand Research

                                                                                                                                                    • Brand map
                                                                                                                                                      • Figure 48: Attitudes towards and usage of selected brands, September 2019-February 2020
                                                                                                                                                    • Key brand metrics
                                                                                                                                                      • Figure 49: Key metrics for selected brands, September 2019-February 2020
                                                                                                                                                    • Brand attitudes: Next and Seasalt rated highly for customer service
                                                                                                                                                      • Figure 50: Attitudes, by brand, September 2019-February 2020
                                                                                                                                                    • Brand personality: PrettyLittleThing seen as fun
                                                                                                                                                      • Figure 51: Brand personality – macro image, September 2019-February 2020
                                                                                                                                                    • Boohoo viewed as responsive
                                                                                                                                                      • Figure 52: Brand personality – micro image, September 2019-February 2020
                                                                                                                                                    • Brand analysis
                                                                                                                                                      • Joules and Seasalt highly recommended
                                                                                                                                                        • Joules
                                                                                                                                                          • Figure 53: User profile of Joules, February 2020
                                                                                                                                                        • Seasalt
                                                                                                                                                          • Figure 54: User profile of Seasalt, February 2020
                                                                                                                                                        • Ted Baker seen as expensive and overrated
                                                                                                                                                          • Figure 55: User profile of Ted Baker, February 2020
                                                                                                                                                        • Boohoo and PrettyLittleThing attract more 25-34s
                                                                                                                                                          • Boohoo
                                                                                                                                                            • Figure 56: User profile of Boohoo, February 2020
                                                                                                                                                          • PrettyLittleThing
                                                                                                                                                            • Figure 57: User profile of PrettyLittleThing, February 2020
                                                                                                                                                          • Primark is the favourite brand but seen as unethical
                                                                                                                                                            • Figure 58: User profile of Primark, February 2020
                                                                                                                                                          • JD Sports appeals to younger women
                                                                                                                                                            • Figure 59: User profile of JD Sports, February 2020
                                                                                                                                                          • H&M seen as good value
                                                                                                                                                            • Figure 60: User profile of H&M, September 2019
                                                                                                                                                          • Next seen as a reliable brand
                                                                                                                                                            • Figure 61: User profile of Next, September 2019
                                                                                                                                                          • Pep&Co perceived as basic
                                                                                                                                                            • Figure 62: User profile of Pep&Co, February 2020
                                                                                                                                                        • Space Allocation

                                                                                                                                                          • Methodology
                                                                                                                                                            • H&M focuses on personalised stores
                                                                                                                                                              • Figure 63: Men’s, women’s and childrenswear space allocation overview, October 2019
                                                                                                                                                            • M&S makes Per Una focus of its stores
                                                                                                                                                              • Figure 64: Men’s, women’s and childrenswear space allocation overview, October 2019
                                                                                                                                                            • Primark remains the market leader
                                                                                                                                                              • Figure 65: Leading clothing retailers’ estimated share of the womenswear market, 2019
                                                                                                                                                          • The Consumer – What You Need to Know

                                                                                                                                                            • Jeans remain popular, but trend for dresses grows
                                                                                                                                                              • Big jump in young women shopping online
                                                                                                                                                                • Value retailers most popular for fashion
                                                                                                                                                                  • Price stands out as the biggest priority
                                                                                                                                                                    • Importance of special occasions
                                                                                                                                                                      • Issues with sizing
                                                                                                                                                                        • Growing interest in sustainability
                                                                                                                                                                          • Importance of versatile clothing
                                                                                                                                                                          • What They Buy

                                                                                                                                                                            • Big decline in outerwear purchases in three months to March 2020
                                                                                                                                                                              • Figure 66: What fashion items women have bought in the last 3 months, March 2019 and March 2020
                                                                                                                                                                            • Footwear purchases also fall
                                                                                                                                                                              • Figure 67: What fashion items women have bought in the last 3 months, March 2018-March 2020
                                                                                                                                                                            • Jeans remain popular, but trend for dresses grows
                                                                                                                                                                              • Rise in young women buying sportswear
                                                                                                                                                                                • Figure 68: What clothing items women have bought in the last 3 months, March 2020
                                                                                                                                                                              • Young women buy most items
                                                                                                                                                                                • Figure 69: Number of clothing items bought on last shopping trip, by gender, March 2020
                                                                                                                                                                              • Most women spent less than £50
                                                                                                                                                                                • Figure 70: Amount spent on clothing items on last shopping trip, by gender, March 2020
                                                                                                                                                                            • How They Shop

                                                                                                                                                                              • Big jump in young women shopping online
                                                                                                                                                                                • Figure 71: How women bought clothing in the last 12 months, December 2019
                                                                                                                                                                              • In-store shopping on the decline
                                                                                                                                                                                • Figure 72: How women bought clothing in the last 12 months, by age, December 2019
                                                                                                                                                                            • Where They Shop

                                                                                                                                                                              • Value retailers most popular for fashion
                                                                                                                                                                                • Figure 73: Where women bought clothing in the last 12 months, December 2019
                                                                                                                                                                              • Young women buy clothes from mix of lower and higher-end retailers
                                                                                                                                                                                • Figure 74: Women who bought clothing in the last 12 months from value retailers, mid-market high street fashion stores, higher-priced high street fashion store, luxury retailers and independents, by age, December 2019
                                                                                                                                                                              • Supermarkets popular among over-55s
                                                                                                                                                                                  • Figure 75: Women who bought clothing in the last 12 months from supermarkets, online-only retailers, department stores and/or sports stores, by age, December 2019
                                                                                                                                                                                • Older women most brand-loyal
                                                                                                                                                                                  • Figure 76: Repertoire of types of retailers where women have bought clothing in the last 12 months, December 2019
                                                                                                                                                                              • Purchase Drivers when Buying Womenswear

                                                                                                                                                                                • Price stands out as the biggest priority
                                                                                                                                                                                  • Figure 77: Purchase drivers when buying womenswear from different types of clothing retailers, December 2019
                                                                                                                                                                                • Older women prioritise quality over price
                                                                                                                                                                                  • Figure 78: Purchase drivers when buying womenswear from different types of clothing retailers, by generation, December 2019
                                                                                                                                                                                • Young Millennials most interested in ethics and environment
                                                                                                                                                                                • Motivations for Buying New Clothes

                                                                                                                                                                                  • Importance of special occasions
                                                                                                                                                                                    • Figure 79: What encourages women to buy new clothing for themselves, December 2019
                                                                                                                                                                                  • Young women motivated by fashion trends
                                                                                                                                                                                    • Figure 80: What encourages women to buy new clothing for themselves, by age, December 2019
                                                                                                                                                                                • Attitudes towards Womenswear

                                                                                                                                                                                  • Issues with sizing
                                                                                                                                                                                      • Figure 81: Agreement or disagreement with attitudes towards buying womenswear, December 2019
                                                                                                                                                                                    • Use of more diverse models
                                                                                                                                                                                        • Figure 82: Agreement with attitudes towards buying womenswear, by age, December 2019
                                                                                                                                                                                      • Importance of the shopping experience for Millennials
                                                                                                                                                                                          • Figure 83: Agreement with attitudes towards buying womenswear, by generation, December 2019
                                                                                                                                                                                      • Interest in Innovations

                                                                                                                                                                                        • Growing interest in sustainability
                                                                                                                                                                                            • Figure 84: Interest in innovations when shopping for clothes, December 2019
                                                                                                                                                                                          • Millennials drawn to the latest technology
                                                                                                                                                                                              • Figure 85: Interest in innovations when shopping for clothes, by generation, December 2019
                                                                                                                                                                                          • Clothes Shopping Behaviour

                                                                                                                                                                                            • Importance of versatile clothing
                                                                                                                                                                                              • Figure 86: Shopping behaviour when buying womenswear, December 2019
                                                                                                                                                                                          • CHAID Analysis

                                                                                                                                                                                            • ABs prefer to spend more on high-quality clothes
                                                                                                                                                                                              • Figure 87: Womenswear – CHAID – Tree output, January 2020
                                                                                                                                                                                            • Methodology
                                                                                                                                                                                              • Figure 88: Womenswear – CHAID – Table output, January 2020
                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                  • Forecast methodology

                                                                                                                                                                                                  About the report

                                                                                                                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                  • The Consumer

                                                                                                                                                                                                    What They Want. Why They Want It.

                                                                                                                                                                                                  • The Competitors

                                                                                                                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                  • The Market

                                                                                                                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                  • The Innovations

                                                                                                                                                                                                    New Ideas. New Products. New Potential.

                                                                                                                                                                                                  • The Opportunities

                                                                                                                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                  • The Trends

                                                                                                                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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