Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Methodology
- Abbreviations
Future Opportunities
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- Make it social
- Setting you up for the big time
Market in Brief
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- Student numbers rise, and so does the cost of education
- Youth fashion outperforms total market
- Free-spending youth drive sales
- Older youths spend less
- Clothes and shoes priority for 18s and under
- Most are monthly shoppers
- Primark is the overall favourite
- A New Look for women
- Online and eBay widely used
- Topshop – a fashion destination for 18s and under
- Zara attracts an older crowd
- Brand elements
- 21+ go alone, while teens shop socially
- Dressing fashionably makes you sexy
- A third of women buy clothes they don’t need
- Four in ten under-17s shop with parents
- Women like to keep up with fashion
- Designer collaborations prove popular
- The future
Internal Market Environment
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- Key points
- Student numbers rise
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- Figure 1: All students at publicly funded higher education institutions, by mode and level of study, 2005/06-2008/09
- The cost of education
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- Figure 2: NUS estimated average student expenditure in england for the 2010/11 academic year (39 weeks)*
- Student loans
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- Figure 3: Total amount of student loans lent to English domiciled students studying in the UK and EU students studying in England, 2005-10
- Impact of deflation
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- Figure 4: Implied price deflator, clothing, quarter on quarter percentage change, Q1 2005-Q3 2010
- Obesity rising among youths
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- Figure 5: Levels of obesity based on bmi of 30 or more, by gender and socio-economic group, 2007-10
Broader Market Environment
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- Key points
- Numbers of young decline
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- Figure 6: Projected numbers of 16-24-year-olds in the UK, by age last birthday, 2005-15
- Youth unemployment rising
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- Figure 7: Unemployment rate for 16-24 year olds, 2007-10
- Young adults live at home longer
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- Figure 8: UK households, by size, 2005-15
- Uncertainty could impact youths
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- Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- 16-24s addicted to the internet
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- Figure 10: Broadband penetration, by demographics, 2004-10
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Using technology to attract youths
- Fashion and music
- Online shopping
Market Size and Forecast
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- Key points
- Clothing spend by 16-24s rises
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- Figure 11: UK spend on clothing and footwear by 16-24s, at current and constant 2010 prices, 2005-15
- Youth fashion outperforms total market
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- Figure 12: Spend on clothing and footwear by 16-24s and total spend on clothing and footwear, 2005-10
- The future
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- Figure 13: Forecast spend on clothing and footwear by 16-24s, at current prices, 2005-15
- Forecast methodology
Retail Competitor Analysis
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- Key points
- Key players
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- Figure 14: Turnover of selected players in the youth fashion market, 2008-10
Types of Clothing Bought by 16-24s
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- Key points
- How youths spend their money on clothes
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- Figure 15: Types of clothing bought by 16-24s, 2010
- Decline in purchases of outerwear
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- Figure 16: Spend on outerwear by 16-24s, by type, 2007-10
- T-shirts remain a staple for men
- Women buy more trousers
- Men opt for sports clothes
- Coat purchases rise
- Men buy more ties
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- Figure 17: Spend on menswear, by type, 2007-10
- Dress purchases soar
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- Figure 18: Spend on womenswear, by type, 2007-10
- Skirt sales drop
Companies and Products
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- Major players
- Topshop/Topman
- Company overview
- Product offering
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- Figure 19: Profile of Arcadia website visitors, by age, January 2010
- Financials
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- Figure 20: Arcadia Group: Group financial performance, 2008-09
- Recent developments
- Advertising and marketing
- H&M
- Company overview
- Product offering
- Financials
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- Figure 21: H&M (Hennes & Mauritz): UK financial performance, 2008-09
- Recent developments
- Advertising and marketing
- Zara
- Company overview
- Product offering
- Financials
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- Figure 22: Zara: UK financial performance, 2009-10
- Recent developments
- Advertising and marketing
- New Look
- Company overview
- Product offering
- Financials
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- Figure 23: New Look Group Plc: Group financial performance, 2009-10
- Recent developments
- Advertising and marketing
- River Island
- Company overview
- Product offering
- Financials
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- Figure 24: River Island Clothing Co Ltd: Group financial performance, 2008-09
- Recent developments
- Advertising and marketing
- Ted Baker
- Company overview
- Product offering
- Financials
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- Figure 25: Ted Baker Plc: Group financial performance, 2009-10
- Recent developments
- Advertising and marketing
- Republic
- Company overview
- Product offering
- Financials
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- Figure 26: Republic (Retail) Ltd: Group financial performance, 2009-10
- Recent developments
- Advertising and marketing
- Superdry
- Company overview
- Product offering
- Financials
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- Figure 27: Supergroup: Group financial performance, 2009-10
- Recent developments
- Advertising and marketing
Brand Communication and Promotion
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- Key points
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- Figure 28: Main monitored media advertising expenditure on fashion, by company, top ten*, 2006-10
- Next spends most on ads
- H&M maintains spend
- New Look grows adspend
- Topshop and Topman in the press
- River Island cuts spend
- Relying on word of mouth
- Press is the word
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- Figure 29: Main monitored media advertising expenditure on fashion advertising, by media type, 2006-10
Brand Elements
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- Key points
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- Figure 30: Brand usage, by target groups, September 2010
- Target group analysis
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
The Consumer – How Often Do 16-24s Buy Clothes?
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- Key points
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- Figure 31: Frequency of clothes shopping, by gender and age, September 2010
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- Figure 32: Frequency of clothes shopping, September 2010
- Monthly shoppers
- Weekly shoppers
- Few are occasional shoppers
Consumer – Where Do 16-24s Shop for Clothes?
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- Key points
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- Figure 33: Retailers shopped at in the last 12 months, September 2010
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- Figure 34: Retailers shopped at in the last 12 months, September 2010
- Primark is the overall favourite
- A New Look for women
- Half shop at H&M
- Online and eBay widely used
- Topshop – a fashion destination for 18s and under
- Sociable River Islanders
- Department stores attract females
- TK Maxx and Matalan shoppers live up North
- Zara attracts an older crowd
- A quarter of women use vintage shops
- Men shop at Ted Baker
Consumer – What Do 16-24s Spend Their Money On?
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- Key points
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- Figure 35: Expenditure ranking, September 2010
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- Figure 36: Expenditure ranking, by age group, September 2010
- Clothes and shoes priority for 18s and under
- Older consumers spend most on rent
- People aged 20+ prioritise eating at home
- Transport a big expense for Londoners
- Pubs and eating out ranked highly among 18-year-olds
- Music, DVDs and games ranked highly among under-17s
Consumer – 16-24s Attitudes Towards Clothes Shopping
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- Key points
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- Figure 37: Attitudes towards shopping for clothes, September 2010
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- Figure 38: Attitudes towards shopping for clothes alone or with friends, by gender and age group, September 2010
- 21s and over prefer to shop alone
- Younger consumers like to shop with friends
- Dressing fashionably makes you sexy
- Buying clothes friends like
- A third of women buy clothes they like but don’t need
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- Figure 39: Attitudes towards shopping for clothes, by gender and age group, September 2010
- Four in ten under-17s shop with parents
- One in six put desire over price
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- Figure 40: Attitudes towards shopping for clothes, by age group and working status, September 2010
- Young men shop with friends with similar style
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- Figure 41: Attitudes towards shopping for clothes, by gender, age group and socio-economic group, September 2010
- One in ten up to 18s dress like their friends
Consumer – 16-24s Clothes Shopping in the Recession
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- Key points
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- Figure 42: Change in attitudes towards shopping for clothes in the last 12 months February 2010
- Free-spending youths drive sales
- Young men keep spending
- Older youths spend less
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- Figure 43: Statements on buying clothes, February 2010
- Young women like shopping in the sales
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- Figure 44: Buying clothes in the sales or from value clothing retailers, February 2010
- Brand loyalty higher among youths
- Young less likely to buy for replacement
- Clothes as gifts
- Young women enjoy clothes shopping
- Paying for quality
Consumer - 16-24s Spending Intentions for 2010
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- Key points
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- Figure 45: Attitudes towards buying clothes in the year ahead, February 2010
- Optimism prevails among the young
- Four in ten will keep spending
- Some caution in the air
Consumer – 16-24s Motivation to Buy Clothes
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- Key points
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- Figure 46: Factors that have influenced buying clothes for oneself, February 2010
- Buying clothes as a treat
- Buying clothes for a new job
- Women like to keep up with fashion
- Magazines and blogs drive fashion sales
Consumer – High Street Designer Ranges
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- Key points
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- Figure 47: Shops from which high street designer/celebrity clothing ranges have been bought, February 2010
- Designer collaborations prove popular
Appendix – Broader Market Environment
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- Figure 48: Trends in the age structure of the UK population, 2005-15
- Figure 49: Broadband penetration, by demographics, 2004-10
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Appendix – Brand Elements
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- Figure 50: Brand usage
- Figure 51: Brand Commitment
- Figure 52: Brand dynamism
- Figure 53: Brand diversity
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- Figure 54: Brand satisfaction
- Figure 55: Brand recommendation
- Figure 56: Brand recommendation (Continued)
- Figure 57: Brand attitudes
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- Figure 58: Brand attitudes (continued)
- Figure 59: Brand image (external image)
- Figure 60: Brand image (internal image)
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Appendix – Market Size and Forecast
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- Figure 61: Forecast spend on clothing and footwear, 2005-15
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Appendix – Segment Performance
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- Figure 62: Any spend on outerwear, by demographics, 2010
- Figure 63: Any spend on outerwear, by demographics, 2010
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- Figure 64: Any spend on menswear, by demographics, 2010
- Figure 65: Any spend on womenswear, by demographics, 2010
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Appendix – Brand Communication and Promotion
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- Figure 66: Main monitored media advertising expenditure on fashion advertising, by company, 2006-10
- Figure 67: Main monitored media advertising expenditure on fashion, by company and media type, 2009
- Figure 68: Main monitored media advertising expenditure on fashion advertising, by company and media type, January to August 2010
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Appendix – Consumer – How Often Do They Buy Clothes?
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- Figure 69: Most popular frequency of clothes shopping, by demographics, September 2010
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- Figure 70: Frequency of clothes shopping, by most popular retailers shopped at in the last 12 months, September 2010
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- Figure 71: Frequency of clothes shopping, by next most popular retailers shopped at in the last 12 months, September 2010
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- Figure 72: Frequency of clothes shopping, by other retailers shopped at in the last 12 months, September 2010
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- Figure 73: Frequency of clothes shopping, by most popular attitudes towards shopping, September 2010
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Appendix – Consumer – Where Do They Shop?
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- Figure 74: Most popular retailers shopped at in the last 12 months, by demographics, September 2010
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- Figure 75: Next most popular retailers shopped at in the last 12 months, by demographics, September 2010
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- Figure 76: Other retailers shopped at in the last 12 months, by demographics, September 2010
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- Figure 77: Frequency of clothes shopping, by next most popular attitudes towards shopping, September 2010
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- Figure 78: Frequency of clothes shopping, by most popular retailers shopped at in the last 12 months, September 2010
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- Figure 79: Frequency of clothes shopping, by next most popular retailers shopped at in the last 12 months, September 2010
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- Figure 80: Frequency of clothes shopping, by other retailers shopped at in the last 12 months, September 2010
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- Figure 81: Attitudes towards shopping, by most popular retailers shopped at in the last 12 months, September 2010
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- Figure 82: Attitudes towards shopping, by next most popular retailers shopped at in the last 12 months, September 2010
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- Figure 83: Attitudes towards shopping, by other retailers shopped at in the last 12 months, September 2010
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Appendix – Consumer – What Do They Spend Their Money On?
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- Figure 84: First priority of expenditure, by demographics, September 2010
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Appendix – Consumer – Attitudes Towards Shopping for Clothes
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- Figure 85: Most popular attitudes towards shopping, by demographics, September 2010
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- Figure 86: Next most popular attitudes towards shopping, by demographics, September 2010
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- Figure 87: Frequency of clothes shopping, by most popular attitudes towards shopping, September 2010
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- Figure 88: Frequency of clothes shopping, by next most popular attitudes towards shopping, September 2010
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- Figure 89: Attitudes towards shopping, by most popular retailers shopped at in the last 12 months, September 2010
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- Figure 90: Attitudes towards shopping, by next most popular retailers shopped at in the last 12 months, September 2010
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- Figure 91: Attitudes towards shopping, by other retailers shopped at in the last 12 months, September 2010
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Appendix – Consumer – Clothes Shopping in the Recession
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- Figure 92: Change in attitudes towards shopping for clothes as compared to one year ago, by demographics, February 2010
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- Figure 93: Attitudes towards buying clothes in the year ahead, by demographics, February 2010
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- Figure 94: Most popular statements on buying clothes, by demographics, February 2010
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- Figure 95: Most popular statements on buying clothes, by demographics, February 2010
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- Figure 96: Most popular statements on buying clothes, by demographics, February 2010
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- Figure 97: Most popular factors that have influenced buying clothes for oneself, by demographics, February 2010
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- Figure 98: Next most popular factors that have influenced buying clothes for oneself, by demographics, February 2010
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- Figure 99: Most popular shops from which high street designer/celebrity clothing ranges were bought, by demographics, February 2010
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