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Womenswear Retailing in the UK - Verdict Market Report

Womenswear Retailing in the UK - Verdict Market Report

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Executive Summary

In 2014 spend on womenswear will rise by 3.1%, with inflation easing and consumers feeling more confident about spending on discretionary items causing more organic growth to work through over the course of the year. Outfit building, both online and instore, marketing and editorial content will encourage shoppers to 'buy the look', and drive average basket size supporting volume recovery

Key Findings

Forecasts data up until 2019 to allow you to plan out future strategies in a much more informed manner

Gives in-depth market data by price segment, providing information on what areas are driving growth in the womenswear market

Visitor and purchasing statistics for online clothing players allow for benchmarking against rivals, and detail how to improve conversion levels

Market share data allows you to analyse which rivals are struggling, allowing you to gain a competitive advantage and build a strategy to steal share


The importance of transitional ranges was highlighted in 2013 due to unseasonal weather causing high levels of discounting, so it is essential in 2014 that retailers better showcase their weather-appropriate clothing & footwear, ensuring that they are reactive and are tapping into shopper mind-set.

The premium/luxury share of the womenswear market has nearly doubled in 10 years. Winners in 2013 included House of Fraser, Net a Porter, Ted Baker and Reiss with design detailing, differentiation and shopping experience encouraging consumers to trade up during a period where we are seeing clothing shoppers value quality and service more highly.

As improved disposable incomes allow consumers to increase discretionary spend, average spend per head on womenswear will grow by nearly GBP200 in the five years to 2019. The 16-24s will gradually have better job prospects, while the UK's ageing population will mean that more women have money to purchase discretionary items for themselves

Reasons To Buy

What is the size of the online clothing & footwear pureplay market, who are the major players and what threat do they have on the rest of the market?

Why should womenswear retailers invest in sportswear collections? How should value, midmarket and premium players satisfy consumer demand?

Which segment of the womenswear market is the fastest growing? Where are the gaps in the market, and which consumers should I be targeting for growth?

Which retailers are gaining share of the womenswear market, and which are struggling to protect their market share?

How should retailers protect themselves from unseasonal weather in 2014? Will high levels of discounting continue throughout 2014?

1 Outlook

1.1 Overview

1.2 Main Conclusions

1.2.1 UK womenswear expenditure to grow 3.9% in 2015, reaching GBP23.7bn

1.2.2 Women will spend an extra GBP174 on clothing over the next five years

1.2.3 Discounting still rife in 2014

1.2.4 The value and premium segments grow share of womenswear expenditure

1.2.5 Online pureplays grow their share of the online market

1.2.6 Retailers invest in sportswear ranges for additional growth in 2014

1.2.7 Opportunities to target underserved consumers

1.2.8 Market leaders Arcadia and M&S continue to lose share

2 Recommendations

2.1 Overview

2.2 Maximise Spend Opportunities

2.2.1 Maximise spend opportunities as economy recovers

2.2.2 Online pureplays must build destination appeal to drive visits and loyalty ahead of competitors

2.2.3 Reach out to underserved consumer segments

2.2.4 Invest in sportswear to broaden reach and build basket size

2.2.5 Target new markets outside the UK for future growth

3 Market Size

3.1 Overview

3.2 Market Definition

3.3 Clothing Market Sector Breakdown

3.4 Womenswear

3.4.1 Womenswear spend to reach GBP23.7bn in 2015

3.4.2 Age segmentation

3.4.3 Subsector performance

3.5 Womenswear Market Segmentation

3.6 Womenswear Spend Per Head

4 Market Forecast

4.1 Overview

4.2 Expenditure Trends

4.2.1 2015

4.2.2 2016/17

5 Channel Shares

5.1 Overview

5.2 Grocers and Home Shopping Specialists are the Winners

5.2.1 Channel summary

6 Market Shares

6.1 Overview

6.2 Womenswear Market Shares

7 Sector Trends

7.1 Overview

7.2 Plus Size Womenswear

7.2.1 Plus size shopper profile and spending habits

7.2.2 Plus size shopping habits by retailer

7.2.3 Womenswear Online Shopper Profile and Journey

7.2.4 Online womenswear market

7.2.5 Female online clothing & footwear shopper

7.2.6 Retailer conversion rates

7.2.7 Womenswear drivers and online shopping journey

7.3 Shopping Habits by Age Segmentation

7.4 Online Pureplays Threaten Multichannel Players

7.4.1 UK online clothing & footwear market reaches GBP7.6bn in 2014

7.4.2 Amazon and ASOS drive expenditure growth in online pureplay market

7.4.3 Up and coming players steal sales from established retailers

7.4.4 Proliferation of online pureplays in the midmarket results in opportunities in other segments

7.4.5 Being top of mind is imperative for pureplays to sustain growth

7.4.6 Reliance on transactional website ensures on-going investment is crucial

7.5 Opportunities in Sportswear Across all Price Segments

8 Methodology

8.1 Methodology: Outlook

8.1.1 Sales density calculation

8.2 Methodology: Recommendations

8.3 Methodology: Market Size

8.3.1 Market size

8.3.2 Market shares

8.4 Methodology: Market Forecast

8.4.1 Market size

8.4.2 Market forecast

8.5 Methodology: Channel Shares

8.6 Methodology: Market Shares

8.7 Methodology: Sector Trends

8.7.1 Market size

8.7.2 Market shares

9 Appendix

9.1 Appendix: Recommendations

9.1.1 Definitions

9.2 Appendix: Market Size

9.3 Appendix: Market Forecast

9.3.1 Definitions

9.4 Appendix: Channel Shares

9.4.1 Definitions

9.5 Appendix: Market Shares

9.5.1 Definitions

9.6 About Verdict Retail

9.7 Disclaimer

Figure 1: Sector shares of the clothing market (%), 2010 and 2015e

Figure 2: Womenswear expenditure (GBPbn) and year-on-year change (%), 2005-15e

Figure 3: Womenswear inflation/deflation, volume and value growth (%), 2005-15e

Figure 4: Womenswear expenditure by age group (GBPm), 2015e

Figure 5: Womenswear positioning map, 2014

Figure 6: Womenswear expenditure breakdown (%), 2004, 2009 and 2014e

Figure 7: Womenswear spend per head (GBP), 2010-15e

Figure 8: Spend per head on total womenswear, outerwear and underwear (GBP), 2010 and 2015e

Figure 9: Spend per head (GBP) by age segmentation, 2015e

Figure 10: Womenswear expenditure (GBPbn) and year-on-year change (%), 2010-20e

Figure 11: Womenswear sources of growth (%), 2010-20e

Figure 12: Womenswear expenditure growth (%), 2015e-20e

Figure 13: Methods to drive womenswear expenditure in 2015 and beyond

Figure 14: Next's increased fashion offer suitable for a broad audience, 2015

Figure 15: Drivers of spend among female clothing shoppers (%), 2015

Figure 16: Womenswear expenditure by age group (GBPm), 2015e

Figure 17: Women's outerwear expenditure (GBPm) and year-on-year change (%), 2010-20e

Figure 18: Women's outerwear sources of growth (%), 2010-20e

Figure 19: Women's outerwear expenditure growth (%), 2015e-20e

Figure 20: Women's underwear expenditure (GBPm) and year-on-year change (%), 2010-20e

Figure 21: Women's underwear sources of growth (%), 2010-20e

Figure 22: Women's underwear expenditure growth (%), 2015e-20e

Figure 23: Womenswear spend per head (GBP), 2015e-20e

Figure 24: Spend per head on total womenswear, outerwear and underwear (GBP), 2015e and 2020e

Figure 25: Spend per head (GBP) by age segmentation, 2015e

Figure 26: Womenswear sources of growth (%), quarterly, 2013-17e

Figure 27: Womenswear versus clothing & footwear year-on-year change (%), quarterly, 2012-16e

Figure 28: Channel summary, 2014-19e

Figure 29: UK womenswear channel shares (%), 2013, 2014e and 2019e

Figure 30: UK womenswear channel expenditure growth (%), 2019e on 2014

Figure 31: UK womenswear change in channel share (percentage point), 2014-19e

Figure 32: UK womenswear market shares (%), 2015e versus 2014

Figure 33: UK womenswear top 15 - womenswear winners and losers (percentage point), 2015e on 2014

Figure 34: Recommendations to target underserved plus size shoppers, 2015

Figure 35: Female womenswear shoppers by dress size (%), 2015

Figure 36: Penetration of size 18+ women by age and socioeconomic group (%), 2015

Figure 37: Spending habits of plus size shoppers by age, 2015

Figure 38: Favourite leisure activities of plus size shoppers (%), 2015

Figure 39: Plus size womenswear shopper profile vs womenswear shopper profile by age (%), 2015

Figure 40: Plus size womenswear shopper profile vs womenswear shopper profile by socioeconomic group (%), 2015

Figure 41: Perception of plus size choice availability by market segmentation (%), 2015

Figure 42: Preferred type of retailer by plus size consumers when shopping for clothing (%), 2015

Figure 43: Penetration of plus size shoppers by region (%), 2015

Figure 44: 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 45: Where plus size shoppers prefer to buy their clothing (%), 2015

Figure 46: Why plus size shoppers prefer to buy from a retailer's core offer (%), 2015

Figure 47: Benefits to extending a core offer vs investing in a specific plus size range, 2015

Figure 48: Number of options available online in a specific plus size range by retailer, May 2015

Figure 49: ASOS Curve, 2015

Figure 50: Why plus size shoppers prefer to buy from a plus size specialist, 2015

Figure 51: Simply Be flagship store London, 2014

Figure 52: Preferred locations of plus size consumers when shopping for clothing (%), 2015

Figure 53: Characteristics of the online plus size shopper (%), 2015

Figure 54: Reasons why value retailers dominate in catering for plus size shoppers, 2015

Figure 55: Percentage of plus size consumers who bought plus size clothing over the past 12 months by retailer (%), 2015

Figure 56: Percentage of plus size shoppers who buy most of their clothing at each retailer (%), 2015

Figure 57: NPS attribute winners for Top 5 most shopped retailers for plus size clothing, 2015

Figure 58: Characteristics of the UK online womenswear shopper, 2014

Figure 59: Womenswear online clothing expenditure (GBPm) and year-on-year change (%), 2010-15e

Figure 60: Online share of the UK womenswear market (GBPbn), 2010-20e

Figure 61: Penetration of female online shoppers who buy clothing & footwear online (%), 2014

Figure 62: Profile of female online clothing & footwear shoppers by age (%), 2014

Figure 63: Profile of female online clothing & footwear shoppers by socioeconomic group (%), 2014

Figure 64: FarFetch's boutique finder, 2015

Figure 65: Top 15 most visited clothing & footwear retailers online by females and their conversion rate (%), 2014

Figure 66: Drivers of female online spend for womenswear (%), 2014

Figure 67: Device usage by females purchasing womenswear online (%), 2014

Figure 68: Most frequently used delivery method for female online womenswear shoppers (%), 2014

Figure 69: Other delivery methods used by female online womenswear shoppers (%), 2014

Figure 70: Return choices for womenswear online purchases (%), 2014

Figure 71: Reasons for returning a womenswear purchase (%), 2014

Figure 72: Womenswear market age segmentation summary, 2014e

Figure 73: Womenswear spend and trends for the 16-24s, 2014e

Figure 74: Womenswear spend and trends for the 25-34s, 2014e

Figure 75: Womenswear spend and trends for the 35-44s, 2014e

Figure 76: Womenswear spend and trends for the 45-54s, 2014e

Figure 77: Womenswear spend and trends for the 55-64s, 2014e

Figure 78: Womenswear spend and trends for the 65+s, 2014e

Figure 79: Online clothing & footwear expenditure (GBPm), 2014e-19e

Figure 80: Clothing & footwear expenditure through online pureplays (GBPbn), 2009-19e

Figure 81: Top 10 most visited online clothing & footwear retailers and their conversion rates (%), 2013

Figure 82: Strengths and opportunities for Pretty Little Thing and Daisy Street to grow sales, 2014

Figure 83: Online clothing & footwear positioning map, 2014

Figure 84: OMG Fashion website, February 2014

Figure 85: Net-a-Porter packaging, 2014

Figure 86: Net-a-Porter digital initiatives, February 2014

Figure 87: Boohoo #Dressmas campaign, December 2013

Figure 88: Google search results for 'onesie', February 2014

Figure 89: Features that make a compelling website, February 2014

Figure 90: ASOS delivery options, February 2014

Figure 91: UK sports clothing expenditure (GBPm), 2014e-19e

Figure 92: H&M ladies' sportswear, 2014

Figure 93: Football-style shirts, 2014

Figure 94: Clothing specialists investing in sportswear, 2014

Figure 95: Jack Wills Josef Craig, 2013

Figure 96: Fashion Week spring 2014 collections, 2013

Figure 97: Stella McCartney for Adidas sports bra, 2014

Table 1: Womenswear market definition, 2015

Table 2: Summary of clothing sectors, 2015e

Table 3: Womenswear market value (GBPm) and growth drivers (%), 2005-15e

Table 4: Womenswear sales breakdown and trends in context of clothing (GBPm), 2005-15e

Table 5: Womenswear expenditure, inflation, volume and value and share of sector,2015e-20e

Table 6: Women's outerwear expenditure, inflation, volume and value and share of sector,2015e-20e

Table 7: Women's underwear expenditure, inflation, volume and value and share of sector, 2015e-20e

Table 8: Womenswear expenditure (GBPm) and growth (%), quarterly, 2013-17e

Table 9: UK womenswear channels of distribution expenditure (GBPm) and share (%), 2013, 2014e and 2019e

Table 10: UK womenswear market shares (%), 2010-15e

Table 11: Net Promoter Scores for plus size shoppers' Top 15 most shopped retailers, 2015

Table 12: Percentage of UK consumers who visited the brand online, and that bought from the retailer online, and the conversion rate of those who then bought (%), 2013

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