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European Online Clothing Retailing - Verdict Sector Report

European Online Clothing Retailing - Verdict Sector Report

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Executive Summary

The European online clothing market is forecast to grow by over 95% by 2019. Though this growth is more subdued than the previous five-year period due to online markets in the UK, Germany and France now being more saturated and advanced, we expect more consumers to embrace online shopping in countries such as Italy, Poland, the Netherlands, Denmark and Austria - driving the market.

Key Findings

Uncover forecasts for 2014 and 2019 for the European online clothing market to inform investment plans.

Uncover the gaps in the European online clothing market to see which regions are currently underserved and which to target.

Understand what percentage of clothing sales are generated by the online channel for the top five EU28 countries.


Online clothing expenditure in France is forecast to grow by almost 70% by 2019 - with its online clothing share of the EU28 clothing market climbing to over 20%. International retailers such as Uniqlo, M&S and H&M have invested in their multichannel operations in the region - ensuring that they are ahead in maximising the channel's potential.

Italy has been one of Europe's laggards in terms of online adoption over the last five years. This is not only due to little investment from Italian clothing players but postal services in Italy are less advanced than some of the country's neighbours such as France and Germany, consumers feel less confident about purchasing goods online.

Unsaturated online markets in Europe such as Austria, Poland and the Netherlands hold significant potential for international retailers to launch dedicated, local websites. Broadband coverage continues to improve and as consumers become more demanding in wanting more choice and added convenience, interest in the online channel continues to grow.

Reasons To Buy

How big is the European online clothing market and where do the opportunities lie?

Which countries in the European market are the most attractive for clothing retailers to launch/expand online?

Which online markets in Europe remain limited? How can retailers overcome this and how must they adapt their propositions?

1 Overview

2 European Online Clothing Market Exceeds EUR34bn in 2014

2.1 Online channel grows 134.0% between 2009 and 2014 as consumers shift spend from stores

2.2 76.3% of online clothing expenditure will derive from Europe's Top Five clothing markets in 2014

2.2.1 Germany takes 26.0% of total European online clothing sales in 2014

2.2.2 Uniqlo and H&M invest in French online operations to get ahead

2.2.3 Considering the size of its clothing market, Italy remains Europe's laggard in online adoption

2.2.4 Significant opportunities lie in the Netherlands, Austria and Poland in the next five years...

2.2.5 ...and local language websites remain a less risky method of expansion in these regions

2.3 The online channel remains limited in select European markets

3 Methodology

4 Appendix

4.1 About Verdict Retail

4.2 Disclaimer

Figure 1: European online clothing expenditure (EURbn), 2009, 2014e and 2019e

Figure 2: Top Five European markets' share of online expenditure (EURbn), 2014e

Figure 3: Online share of clothing market for top clothing markets (EURbn), 2014e

Figure 4: Online expenditure in Top Five clothing markets (EURbn), 2009, 2014e and 2019e

Table 1: Online clothing expenditure in Europe, 2009, 2014e and 2019e

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