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UK Plus Size Womenswear| Verdict Trend Report

UK Plus Size Womenswear| Verdict Trend Report


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Executive Summary

Plus size womenswear spend per head will grow by 28.4% in the five years to 2020. However, there is GBP740m to be gained if plus size shopper spend was level with the womenswear average. Providing more choice, a better fit and a more comfortable shopping environment for shoppers are all factors that will help to close this gap.

Key Findings

Market forecasts to 2020 and spend per head data provide insight on why you should invest in growing a plus size proposition and what the benefits are

In-depth consumer data on shopping habits and preferences by age and region allows you to target shoppers more effectively and fill underserved gaps

Shopping statistics and NPS scores for retailers allow for benchmarking against rivals, and detail how to improve customer satisfaction and conversion

Market share data allows you to analyze which rivals are struggling, providing you with a competitive advantage to build a strategy to steal share

Use obesity and population data and Verdicts consumer dress size data to ascertain who the core plus size shoppers are and how they must be targeted

Synopsis

Verdicts consumer survey shows that 22.3% of plus size shoppers are in the AB socioeconomic group, and 76.0% of them disagree that there is enough choice for them available at premium pricing. As disposable incomes gradually recover, shoppers will be better able to trade up, so the void of a premium plus size offer must be filled.

60.9% of plus size consumers prefer to shop a retailers core offer rather than a specific plus size sub-brand, with only 25.2% wanting to buy into ranges such as New Look Inspire. Retailers must focus on extending size ratios within their core offers, before introducing specific plus size ranges which are showcased separately online or in stores.

While 38.0% of plus size consumers have shopped at M&S for plus size clothing over the past 12 months, and 12.3% of them buy most of their clothing from the retailer, M&S continues to lose market share to rivals such as Next and Primark which excel in offering value for money, convenient store environments and brand consistency.

Reasons To Buy

What is the size of the market, who are the major plus size players, who is investing in size 18+ ranges and how much of a threat are they?

Where are the gaps in the market, which consumer segments are underserved and how should I effectively target them to drive sales and market share?

How can I encourage size 18+ women to purchase clothing more frequently and spend more? Other than more choice, what do these shoppers want?

Which UK regions have the highest concentration of plus size shoppers and where do shoppers feel most underserved so I can target store expansion?

What are the shopping habits of size 18+ women? Where do they prefer to shop and why and what encourages them to spend, how does this differ by age?

1 Overview

2 Outlook

2.1 Plus size womenswear expenditure to grow 5.2% to GBP4.6bn in 2015

2.2 Retailer investment drives sales

2.3 Obesity levels stagnate, forcing retailers to grow spend per head of existing plus size shoppers

2.4 Ageing population will support growth of 31.7% over the next five years

2.5 GBP740m to be gained if plus size shopper spend was level with the womenswear average

2.6 Spend from the 45-54s exceeds GBP1.0bn in 2015

2.7 Plus size shoppers are less affluent, playing into the hands of the value retailers

2.8 More choice in the premium segment would encourage expenditure

2.9 Potential for specialists to target West Midlands and North West

2.1 Retailers must extend size ratios before investing in specific plus size ranges

2.11 Convenience, price and choice encourage online purchases

2.12 Market leader M&S continues to lose share to Primark, Next and the grocers

3 Recommendations

3.1 Consumer segments to target and satisfy

3.2 Plus size range investment

3.3 Geographical opportunities

3.4 Product offer improvements

3.5 Online expansion

4 Market Size

4.1 Market definition

4.2 Plus size womenswear expenditure

4.2.1 Growth drivers

4.2.2 How is obesity affecting the market?

4.2.3 Retailer investment encourages expenditure on plus size

4.3 Age segmentation

4.3.1 Market dominated by 45+ customers

4.3.2 Population growth led by 65-74s

4.4 Spend per head

4.4.1 Plus size customers are under spending

4.4.2 Opportunity to target 16-24s

5 Market Forecast

5.1 Market definition

5.2 Plus size womenswear expenditure

5.2.1 Plus size market to grow by GBP1.5bn, 22.0% of the GBP6.6bn growth in the total womenswear market

5.3 Drivers of future growth

5.3.1 Obesity rates stabilising

5.3.2 Greater choice will drive spend per head

5.3.3 Improved fashionability will also be a positive factor

5.3.4 Further online development will boost the market

5.3.5 The 55-64s set to grow by nearly half a million

5.3.6 Improving economy, employment and wage growth

5.3.7 Changing social attitudes toward plus size women

5.4 Spend per head

5.4.1 Spend per head set for rapid growth

5.4.2 GBP740m to be gained if plus size shopper spend per head was level with the womenswear average

6 Market Shares

6.1 Plus size womenswear market shares

6.1.1 M&S in the lead but market share shrinking

Note: market shares are for calendar years 35

6.2 Winners and losers

6.2.1 M&S loses ground, with Bonmarch and Primark the winners in 2015

7 Sector Trends

7.1 Plus size shopper profile and spending habits

7.1.1 Retailers must target and satisfy underserved plus size shoppers

7.1.2 Plus size shopper profile

7.1.3 Preferred plus size destinations

7.1.4 Convenience, price and choice encourage online purchases

7.2 Plus size shopping habits by retailer

7.2.1 Dominated by value segment of the market

7.2.2 Evans is fourth most shopped, but scores below average for all NPS attributes

8 Appendix

8.1 About Verdict Retail

8.2 Disclaimer

Figure 1: Drivers of growth for the UK plus size womenswear market, 2015

Figure 2: Plus size expenditure (GBPm) and year-on-year change (%), 2010-15e

Figure 3: Plus size share of total womenswear market (%), 2010-15e

Figure 4: Womenswear expenditure growth vs plus size growth (%), 2010-15e

Figure 5: Females by age classed as obese in England (%), 2008 and 2013

Figure 6: Females by age with a raised waist circumference in the UK (%), 2008 and 2013

Figure 7: Obese women by equivalised household income quintile (%), 2018 and 2013

Figure 8: Simply Be/JD Williams AW15 press event

Figure 9: Improved fashionability at the younger end of the plus size market

Figure 10: British Plus-Size Fashion Weekend

Figure 11: Age segmentation of UK plus size womenswear market (GBPm), 2015e

Figure 12: Proportion of plus size shoppers by age group (%), 2015

Figure 13: Female adult population by age (millions), 2010 and 2015e

Figure 14: Growth of 55+ vs under 55s female population (%), 2010-15e

Figure 15: Plussizespendperheadvariancetototalwomenswearspendperhead(GBP),2015e

Figure 16: Plussizespendperheadbyagegroup(GBP),2015e

Figure 17: Plus size expenditure (GBPm) and year-on-year change (%), 2015e-20e

Figure 18: Plus size share of total womenswear market (%), 2015e-20e

Figure 19: Womenswear expenditure growth vs plus size growth (%), 2015e-20e

Figure 20: Percentage of girls aged two to 15 classed as obese (%), 2003-13

Figure 21: Potential to improve choice within the plus size clothing market, 2015

Figure 22: Female adult population by age (millions), 2015e and 2020e

Figure 23: Lorraine Kelly for JD Williams, 2015

Figure 24: Plus size spend per head (GBP) and year-on-year change (%), 2015e-20e

Figure 25: Plus size womenswear market shares (%), 2010 and 2015e

Figure 26: Plus size womenswear winners and losers (percentage point), 2015e on 2014

Figure 27: Recommendations to target underserved plus size shoppers, 2015

Figure 28: Female womenswear shoppers by dress size (%), 2015

Figure 29: Penetration of size 18+ women by age and socioeconomic group (%), 2015

Figure 30: Spending habits of plus size shoppers by age, 2015

Figure 31: Favourite leisure activities of plus size shoppers (%), 2015

Figure 32: Plus size womenswear shopper profile vs womenswear shopper profile by age (%), 2015

Figure 33: Plus size womenswear shopper profile vs womenswear shopper profile by socioeconomic group (%), 2015

Figure 34: Perception of plus size choice availability by market segmentation (%), 2015

Figure 35: Preferred type of retailer by plus size consumers when shopping for clothing (%), 2015

Figure 36: Penetration of plus size shoppers by region (%), 2015

Figure 37: Percentage of plus size shoppers who agree that if there was more choice in plus size clothing they would spend more, by region (%), 2015

Figure 38: Where plus size shoppers prefer to buy their clothing (%), 2015

Figure 39: Why plus size shoppers prefer to buy from a retailers core offer (%), 2015

Figure 40: Benefits to extending a core offer vs investing in a specific plus size range, 2015

Figure 41: Number of options available online in a specific plus size range by retailer, May 2015

Figure 42: ASOS Curve, 2015

Figure 43: Why plus size shoppers prefer to buy from a plus size specialist, 2015

Figure 44: Simply Be flagship store London, 2014

Figure 45: Preferred locations of plus size consumers when shopping for clothing (%), 2015

Figure 46: Characteristics of the online plus size shopper (%), 2015

Figure 47: Reasons why value retailers dominate in catering for plus size shoppers, 2015

Figure 48: Percentage of plus size consumers who bought plus size clothing over the past 12 months by retailer (%), 2015

Figure 49: Percentage of plus size shoppers who buy most of their clothing at each retailer (%), 2015

Figure 50: NPS attribute winners for Top 5 most shopped retailers for plus size clothing, 2015

Table 1: Plus size womenswear market definition, 2015

Table 2: Total womenswear and plus size womenswear sales (GBPm) and year-on-year change(%), 2010- 15e

Table 3: Range launches in plus size womenswear market, 2014 and 2015

Table 4: Plus size womenswear market definition, 2015

Table 5: Total womenswear and plus size womenswear sales (GBPm) and year-on-year change(%), 2015e-20e

Table 6: Plus size womenswear market shares (%), 2010-15e

Table 7: 10 Rows, 8 Columns

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