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Ethical Clothing - UK - February 2009

ISSUES IN THE MARKET
Main themes
Definition
FUTURE OPPORTUNITIES
It’s all about understanding
Emphasising the unusual
Trusting the label
Caring for the environment
Mood from Food (from Inspire trends)
Life After Debt (from Inspire trends)
MARKET IN BRIEF
Small but growing fast
Burgeoning variety
Promising supply initiatives
Brands and retailers
What consumers think
Future prospects
INTERNAL MARKET ENVIRONMENT
Key points
Market context
Wider implications
Do consumers trust the labelling?
A growing drive to change
How important is fashion?
Figure 1: Trends in attitudes towards looks, by gender, 2008
From hippy to chic
Fashion and celebrity
How much do ethics influence behaviour?
Figure 2: Ethical attitudes, by gender, 2008
Potential for behavioural change
Figure 3: Factors taken into account when buying food, by demographic group, Fairtrade Foods report, November 2008
BROADER MARKET ENVIRONMENT
Key points
ABC1s on the up
Figure 4: UK population, by socio-economic group, 2003-13
Education, education, education
Figure 5: Higher Education qualifications obtained in UK, by level of study, 1996/97-2006/07
An ageing population
Figure 6: Age structure of the UK population, 2003-13
A tougher economy
Figure 7: Trends in GDP, PDI and consumer expenditure, 2003-13
The likely impact on ethical clothing
New opportunities online
Figure 8: Internet penetration at home/work/place of study or elsewhere, by demographic group and working status, Internet quarterly report, 2003-08
Other publicity
COMPETITIVE CONTEXT
Key points
Clothing market sectors
Figure 8: Market value of clothing products, 2003-07
Ethical beauty
Altruism at work
More on the scope of the internet
Figure 9: Types of websites browsed for information purposes in the last three months, Internet quarterly report, December 2008
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Technology for sustainability
Recovering and recycling
A new umbrella for sustainable fashion
Ethical fashion goes high profile
MARKET VALUE AND FORECAST
Key points
Small but unlimited potential
An impressive trajectory
 FUTURE
SEGMENT PERFORMANCE
Key points
How the market is made up
Expansion and transformation
How materials are used
From practical basics…
…to high fashion and evening wear
Pricing
COMPANIES AND PRODUCTS
Key points
Major multiples in a nutshell
Figure 10: Major multiple fashion stores and their ethical trading policies on clothing and ranges, January 2009
Figure 11: Other major multiples and their ethical trading policies on clothing and ranges, January 2009
Substantial steps but some way to go
Vulnerable spots
Primark and others
Outside the mainstream – specialists large and small
BRAND COMMUNICATION AND PROMOTION
Key points
Little direct – mainly issues-led
Topshop striking out
Elsewhere in retail
Higher-impact fashion events
Right up to date
Fairtrade events
CHANNELS TO MARKET
Key points
On the high street
Online for the full experience
Another alternative
THE CONSUMER – WHERE THEY BUY
Key points
The importance of size
Figure 12: Where they regularly buy clothing, November 2008
Variety for choice and purpose
Existing customer profiles
Figure 13: Where they regularly buy clothing, by gender, age and socio-economic group, November 2008
Figure 14: Where they regularly buy clothing, by gender, age and socio-economic group, November 2008
Implications
THE CONSUMER – ATTITUDES TOWARDS ETHICAL CLOTHING
Key points
It’s not mainstream yet
Figure 15: Attitudes towards ethical clothing, November 2008
Indifference or not yet top priority?
Knowledge and attitudes
Figure 16: Attitudes towards ethical clothing, by gender and education level, November 2008
Figure 17: Attitudes towards ethical clothing, by socio-economic group, November 2008
Women and education
What about the younger buyers?
Implications
Ethical statements from Mintel’s Brands Elements
The most socially responsible retailers
Figure 18: Socially responsible, top ten retailers, 2008
Retailers who care for the environment
Figure 19: Cares for the environment, top ten retailers, 2008
ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Key points
Spontaneity rules
Figure 20: Attitudes towards shopping for clothes, November 2008
Socio-economics and buying
CONSUMER TYPOLOGIES
Key points
Figure 21: Typology groups for ethical clothing, November 2008
Potential Buyers (10%)
Challenged and Sceptical (27%)
Uninterested (63%)
Figure 22: Attitudes towards ethical clothing, by typology groups, November 2008
Figure 23: Attitudes towards shopping for clothes, by consumer typologies, November 2008
Implications
APPENDIX
Consumer research
ACORN
Advertising data
Abbreviations
Ethical Trading Initiative
The Base Code
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 24: Ethical attitudes, by age, 2008
APPENDIX – WHERE THEY BUY
Figure 25: Where they buy clothing, by detailed demographics, November 2008
Figure 26: Where they buy clothing, by detailed demographics, November 2008
APPENDIX – ATTITUDES TOWARDS ETHICAL CLOTHING
Figure 27: Attitudes towards ethical clothing, by age, November 2008
Figure 28: Attitudes towards ethical clothing, by detailed demographics, November 2008
Figure 29: Attitudes towards ethical clothing, by detailed demographics, November 2008
APPENDIX – ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Figure 30: Attitudes towards shopping for clothes, by gender, age and socio-economic group, November 2008
Figure 31: Attitudes towards shopping for clothes, by detailed demographics, November 2008
APPENDIX – CONSUMER TYPOLOGIES
Figure 32: Consumer typologies, by detailed demographics, November 2008

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