Nightwear - UK - September 2008

Issues in the Market

Insights and Opportunities

Fast Forward Trends

Market in Brief

Internal Market Environment

Broader Market Environment

Competitive Context

Strengths and Weaknesses in the Market

Who’s Innovating?

Market Value and Forecast

Market Share

Segment Performance

Companies and Products

Brand Communication and Promotion

Channels to Market

The Consumer – What They Wear in Bed

The Consumer – What They are Looking for in Nightwear

The Consumer – When They Last Bought or Gifted Nightwear

Consumer Typologies

Appendix

Appendix: What They Wear in Bed

Appendix: What They are Looking for in Nightwear

Appendix: When They Lat Bought or Gifted Nightwear

Appendix: Consumer Typologies

Nightwear - UK - September 2008

Table of Contents

Issues in the Market

Main themes

Definition

Insights and Opportunities

Nightwear niche

The cost of a good night’s sleep

Emotional pull

All about me

Fast Forward Trends

Trend 1: Sense of the Intense

Definition

What’s next?

Trend 2: Bling Bling

Definition

What’s next?

Trend 3: Mismatched Opportunities

Definition

What’s next?

Market in Brief

Mature, but still growing

High penetration

Retailer dominance

Stretch

Cost cutting

Pure indulgence

Talking in your sleep

Not made in UK

Material girl

Comfort over colour

It’s a gift

Out with the old

A social occasion

Missed opportunities

Fashion focus

The future

Internal Market Environment

Underwear - UK - February 2012 -

...more >>

Key points

Declining prices limit growth

No longer home-grown

Sleeping in luxury

Seeing green

Sleep soundly

As seen in pyjamas

Socialising ‘without’ people

Sleep-overs

Figure 1: Sleep-over at friend’s house, in the past seven days, Autumn 2007

Sleep-overs are financial targets

Glamorous camping =‘glamping’

Figure 2: Percentage of adults who go camping, regularly or occassionally, 2003-07

The big sleep

Junk sleep

Siesta time

Broader Market Environment

British Lifestyles - The Emotional Impact of Economic Uncertainty - August 2011 -

...more >>

Key points

Consumer expenditure remains strong

Figure 3: PDI and consumer expenditure trends, 2003-13

Consumers are cautious but still spending

The cost of keeping warm

Figure 4: Trends in the age structure of the UK population, by gender, 2003-13

Coming of age

Competitive Context

Nightwear - UK - August 2010 -

Key points

Men often wear nothing in bed

Lovely in lingerie

Figure 5: Retail sales of womens bras and pants, UK, by value, at current and 2003 prices, 2003-08

A complete story

Boxers for bed

Figure 6: Forecast, retail sales, men’s underpants, by value and volume, 2003-08

Make it leisurely

Strengths and Weaknesses in the Market

Underwear - UK - February 2012 -

...more >>

Strengths

Weaknesses

Who’s Innovating?

Nightwear - UK - August 2010 -

Key points

Environmentally friendly fabrics

Life saving PJs

Perfect night’s sleep

The big sleep

It’s for charity

In a heartbeat

A perfect fit

Fresh as a daisy

More for men

Pyjama room

Mismatched

Coming soon

Market Value and Forecast

Underwear - UK - February 2012 -

...more >>

Key points

Steady growth

Figure 7: Retail sales of nightwear, at current and 2003 prices, 2003-08

Figure 8: Retail sales of nightwear, at current prices, 2003-08

Women have a bigger choice

Figure 9: Retail sales of women’s nightwear, 2003-08

Women rule

Figure 10: UK retail sales of men’s nightwear, 2003-08

Flat growth for men’s market

Forecast

Figure 11: Sales of womens and mens nightwear, 2003-13

Figure 12: Forecast of Total UK retail sales of nightwear, at current and constant prices, 2008-13

Ageing population bodes well

Figure 13: Forecast, women’s retail sales of nightwear, at current and constant 2008 prices, 2003-13

Figure 14: Forecast of men’s retail sales of nightwear, at current and constant 2008 prices, 2003-13

Factors used in the forecast

Market Share

Nightwear - UK - August 2010 -

Key points

Own label owns the market

Figure 15: Brand shares in the UK retail nightwear market, by value, 2005 and 2007

M&S makes its mark

La Senza sensation

Designers at Debenhams

Figure 16: In -house nightwear ranges, Debenhams, 2008

A faithful following

Cyberjammies have arrived

The future

Segment Performance

Nightwear - UK - August 2010 -

...more >>

Key points

Figure 17: Retail value sales, women’s nightwear, by type, 2004-08

Limited colour palette

Pyjama party

Figure 18: Retail value sales, women’s pyjamas, 2003-08

Outerwear-as-loungewear

Characters are out of favour

Boring or boudoir

Figure 19: Retail value sales, women’s nightdresses, 2003-08

Warm but stylish too

Dressing gowns

Figure 20: Retail value sales, women’s dressing gowns, 2003-08

Just a lot of waffle?

Match your gown to your tiles

Family values = more dressing gowns?

Figure 21: Retail value sales, women’s nightwear, by type, 2004-08

Sleepy sales

Pyjama game

Figure 22: Retail value sales, men’s pyjamas, 2003-08

How can the market grow?

Companies and Products

Nightwear - UK - August 2010 -

Manufacturers and distributors

Costex

Courtaulds Textiles Plc

Wacoal

Maidenform Brands

Intimas

Lepel

Ted Baker

Cebon Apparel

Cyberjammies

Bendon/Elle MacPherson Intimates

Other nightwear brands

Princesse Tam Tam

Pour Moi

Betsey Johnson Intimates

Derek Rose

Own label

Marks & Spencer

Debenhams

La Senza

Primark

Others

Brand Communication and Promotion

Women's Fashion Lifestyles - UK - May 2012 -

...more >>

Key points

Figure 23: Main monitored media advertising expenditure on lingerie and Underwear, 2003-07

Figure 24: Main monitored media advertising expenditure on Nightwear, by media type, 2003-07

Spend it to press

Figure 25: Main monitored media advertising expenditure on nightwear, by top advertisers, 2003-07

Who is spending

Nightwear for nothing

Girl talk

Celebrity endorsement

Channels to Market

Nightwear - UK - August 2010 -

Key points

Mail order and market stalls lose out

Figure 26: Retail distribution, nightwear, by outlet type, 2003, 2005 and 2007

Market stretched too far?

Growing discounters

Clothing multiples

Supermarkets are soaring

The Consumer – What They Wear in Bed

Nightwear - UK - August 2010 -

Key points

Figure 27: What they wear in bed, May 2008

His and her PJs

Figure 28: What they wear in bed, by gender, age and socio-economic group, May 2008

Ladies of the nightdress

Shorts and vests

Mix and match

Everything but nightwear

The Consumer – What They are Looking for in Nightwear

Nightwear - UK - August 2010 -

Key points

Figure 29: What they are looking for in nightwear, May 2008

Comfort is critical

Any colour

Figure 30: What they are looking for in nightwear, by gender, age and socio-economic group, May 2008

Multi-function

Clean linen

Women like it hot

The Consumer – When They Last Bought or Gifted Nightwear

Nightwear - UK - August 2010 -

Key points

Figure 31: Occasion for last nightwear bought or gifted, May 2008

In with the new

Gift wrapped

Figure 32: Occasion for last nightwear bought or gifted, by gender, ages and socio-economic group, May 2008

Consumer Typologies

Identifying targets

Key points

Figure 33: Consumer typologies, May 2008

Group 1: Casual Chic (14%)

Who are the Casual Chic?

Group 2: Comfort and Fit (73%)

Who are the Comfort and Fit?

Group 3: Season Sensitive (13%)

Who are the Season Sensitive?

Appendix

Abbreviations

Advertising data

Appendix: What They Wear in Bed

Nightwear - UK - August 2010 -

Figure 34: What they wear in bed, May 2008

Figure 35: What they wear in bed, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Appendix: What They are Looking for in Nightwear

Nightwear - UK - August 2010 -

Figure 36: What they are looking for in nightwear, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Figure 37: What they are looking for in nightwear, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Figure 38: What they are looking for in nightwear, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Appendix: When They Lat Bought or Gifted Nightwear

Nightwear - UK - August 2010 -

Figure 39: Occasion for last nightwear bought or gifted, by gender, ages and socio-economic factor, May 2008

Figure 40: Occasion for last nightwear bought or gifted, by gender, ages and socio-economic factor, May 2008

Figure 41: Occasion of nightwear last bought or gifted, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Figure 42: Occasion of nightwear last bought or gifted, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Figure 43: Occasion of nightwear last bought or gifted, by Mintel’s special groups, region, ACORN groups, technology users, daiily newspapers, commercial TV viewing and supermarket used, May 2008

Appendix: Consumer Typologies

Nightwear - UK - August 2010 -

Figure 44: Typologies, by attitudes to nightwear, June 2008

Figure 45: Typologies, by nightwear statements, June 2008

Figure 46: Typologies, by nightwear statements, June 2008