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Online Menswear Retailing in the UK | Verdict Channel Report

Online Menswear Retailing in the UK | Verdict Channel Report


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Executive Summary

The menswear online clothing market is forecast to grow by almost 180% in the five years to 2014, as spend shifts from more traditional shopping methods and multichannel retailers such as Topman, River Island and New Look continue to invest in their platforms and increase menswear product availability online.

Key Findings

Uncover forecasts to 2019 for the UK online menswear clothing market to learn of opportunities in the sector

Uncover the gaps in the UK online menswear clothing market to see which customer segments are currently underserved and which to target.

Understand the online menswear shopper profile and best practices to tailor online propositions and meet demands

Synopsis

In 2017, as total menswear growth surpasses womenswear, menswear online share will also rise above the online womenswear share for the first time as more male shoppers switch to the online channel due to better convenience, further choice and more websites becoming mobile and tablet friendly- devices favored by male shoppers.

Though portable devices are used to conveniently check prices, product descriptions, view product photos and check store locations while on the move, purchasing items via these devices remains low in 2014, with less than 10% of shoppers using tablets or smartphones to complete a clothing & footwear transaction.

Though men use click & collect less frequently than all online clothing shoppers at 8.0%, we forecast this to grow over the next five years as more retailers roll out the facility and consumers recognize the benefits of picking up purchases from stores.

Reasons To Buy

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

What were the Top 10 most visited online clothing retailers for menswear in 2014 and what were their conversion rates?

How can online menswear retailers become top of mind?

What is the shopper journey for males purchasing menswear online?

1 Overview

2 UK Menswear Online Market

2.1 Key attributes retailers must know to grab a slice of the GBP1.8bn menswear online spend forecast for 2014

2.2 65.9% of all male online shoppers buy clothing & footwear

2.2.1 35-44 year olds account for almost a quarter of all male online clothing & footwear shoppers

2.2.2 Potential to target underserved 65+s

2.2.3 ABC1s account for 67.2% of shoppers, signifying the importance of a strong branded offer

2.2.4 Whereas C2DEs prefer to shop instore to avoid delivery charges

2.2.5 Targeting female partners will aid sales growth

2.3 Convenience and lower prices are key drivers of males shopping menswear online

2.3.1 ASOss blanket discounting on brands provides shoppers with an incentive to spend with it

2.4 Menswear online spend per head equates to GBP107.00 in 2014

2.4.1 Online channel will boost total spend per head

2.5 Achieving a high conversion rate is instrumental for menswear retailers

2.5.1 Amazon leads the way

2.5.2 John Lewiss conversion rate scores lowest at 31.7%

2.6 Menswear online shopping journey

2.6.1 Menswear retailers must tailor their multichannel platforms to suit their online shopper

2.6.2 Over 45% spend less than 30 minutes browsing, highlighting the importance of detailed online filters

2.6.3 82.9% of male clothing & footwear online shoppers use home delivery most frequently

2.6.4 However, a neighbours home ranks highest for other methods used, followed by click & collect

3 Appendix

3.1 About Verdict Retail

3.2 Disclaimer

Figure 1: Characteristics of the UK online menswear market, 2014

Figure 2: Menswear online clothing expenditure (GBPm), 2009-14e

Figure 3: Online share of the menswear market (GBPbn), 2009-19e

Figure 4: Penetration of male online shoppers who buy clothing & footwear (%), 2014

Figure 5: Profile of male online clothing & footwear shoppers by age (%), 2014

Figure 6: Profile of male online clothing & footwear shoppers by socioeconomic group (%), 2014

Figure 7: Proportion of menswear purchases bought by women (%), 2014

Figure 8: boohoo.com His and Hers, 2014

Figure 9: Male drivers of online spend for menswear (%), 2014

Figure 10: Menswear online spend per head (GBP), 2014e

Figure 11: Top 10 most visited clothing & footwear retailers online by males and their conversion rate (%), 2014

Figure 12: Time spent browsing by male online menswear shoppers before purchasing an item (%), 2014

Figure 13: Device usage by males shopping online for menswear (%), 2014

Figure 14: Most frequently used delivery method for online male clothing & footwear shoppers (%), 2014

Figure 15: Other delivery methods used by male online clothing & footwear shoppers (%), 2014

Figure 16: Return choices for clothing & footwear online purchases (%), 2014

Figure 17: Reasons for returning a clothing & footwear purchase (%), 2014

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