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Online Pureplays in UK Clothing and Footwear

Online Pureplays in UK Clothing and Footwear


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Executive Summary

Online pureplays are forecast to account for over one fifth of total UK online clothing & footwear expenditure in 2014. The real success story of the past 5 years has been ASOS; however boohoo and Misguided are snapping at its heels. The continued strength of ASOS's online offer and high investment from multichannel players Topshop & H&M will limit pureplays' growth potential in the next 5 years.

Key Findings

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

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

Understand what percentage of UK online clothing & footwear sales are generated by online pureplays to learn what threat they pose.

Glean best practice from existing online pureplays such as Net-a-Porter to determine your own online strategies.

Synopsis

By 2019, e-commerce is forecast to account for almost 24% of total UK clothing & footwear spend. For new entrants the relative ease of operating online compared to a bricks & mortar business has ensured competition online is rife; but the difficulty for online pureplays remains in building sufficient brand awareness & loyalty to become key players.

In Verdict's consumer survey, smaller online pureplays like Misguided scored below the average for the percentage of consumers who visited & bought from the retailer. Larger rivals achieved stronger conversion rates so investment is required to improve the online experience with live customer service & reviews to minimise abandoned baskets.

While the online market is far harder for pureplays toward the value end of the market, since they have to sell very high volumes of low margin stock to make a profit, and the cost of servicing deliveries and returns erodes margin even further, there has been more activity in this area compared to the premium segment in the past few years.

Reasons To Buy

What threat is posed by online pureplays in the UK online clothing & footwear market?

What market share do Amazon and ASOS hold in the UK online pureplay clothing & footwear market?

What were the Top 10 most visited online clothing & footwear retailers in 2013 and what were their conversion rates?

What are the opportunities for up and coming online pureplays such as Daisy Street and Pretty Little Thing?

How can online pureplays become top of mind?

1 Overview

2 Online Pureplays Threaten Multichannel Players

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

2.1.1 Greater retailer investment and convenience for shoppers will aid market growth

2.2 Amazon and ASOS drive expenditure growth in online pureplay market

2.2.1 Online pureplays account for 22.3% of UK online clothing & footwear market in 2014

2.2.2 Amazon and ASOS forecast to account for 59.3% of online pureplay market in 2014

2.2.3 Amazon dominates online, with only three pureplays featuring in the top 10 most visited sites

2.2.4 Amazon must emphasise its fashion expertise

2.3 Up and coming players steal sales from established retailers

2.3.1 Boohoo and Missguided snapping at ASOS's heels

2.3.2 Smaller players must work to achieve higher conversion rates

2.3.3 H&M, New Look and Topshop threatened by Pretty Little Thing and Daisy Street

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

2.4.1 Value to midmarket has seen the most activity in the past 10 years

2.4.2 Regular newness important for players to stake claim in value market while Primark stays offline

2.4.3 Online pureplays must target mature consumers with catalogue-style websites

2.4.4 Luxury brands and etailers attempt to minimise Net-a-Porter's dominance...

2.4.5 ...opportunity for smaller, but already established players

2.4.6 Net-a-Porter sets the standard for high quality service online...

2.4.7 ...and engages visitors with its editorial content

2.4.8 Brand exclusives vital for luxury online pureplays

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

2.5.1 Rapid market growth ensures there is tough competitive pressure

2.5.2 Offline advertising is vital for pureplays to grow their brand awareness

2.5.3 Important to build loyalty now ahead of new entrants

2.5.4 Social media interaction key to targeting younger shoppers

2.5.5 SEO-focussed pureplays are winning online

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

2.6.1 A captivating website will boost visitor numbers and sales...

2.6.2 ...but online pureplays must be careful not to overload visitors, with personalisation key

2.6.3 Delivery is the key battleground online...

2.6.4 ...with delivery slots, same-day delivery and easy returns expected to be offered as standard

3 Appendix

3.1 About Verdict Retail

3.2 Disclaimer

Figure 1: Online clothing & footwear expenditure (GBPm), 2014e-19e

Figure 2: Clothing & footwear expenditure through online pureplays (GBPbn), 2009-19e

Figure 3: Top 10 most visited online clothing & footwear retailers and their conversion rates (%), 2013

Figure 4: Strengths and opportunities for Pretty Little Thing and Daisy Street to grow sales, 2014

Figure 5: Online clothing & footwear positioning map, 2014

Figure 6: OMG Fashion website, February 2014

Figure 7: Net-a-Porter packaging, 2014

Figure 8: Net-a-Porter digital initiatives, February 2014

Figure 9: Boohoo #Dressmas campaign, December 2013

Figure 10: Google search results for 'onesie', February 2014

Figure 11: Features that make a compelling website, February 2014

Figure 12: ASOS delivery options, February 2014

Table 1: 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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