Underwear - UK - June 2013

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK retail value sales of underwear, 2007-17
Market factors
Figure 2: Proportion of obese population, by gender, 2005-50
Olympics boost sports underwear market
Figure 3: Regular and occasional participation* in sport, 2008-12
Changing population structure
Companies, brands and innovation
Retail shares
Who’s innovating?
The consumer
Women are the main purchasers
Figure 4: Women who have purchased any underwear for themselves or someone else either in-store or online in the last 12 months, by age, socio-economic group and presence of children, April 2013
Women and types of underwear
Figure 5: Types of underwear women have bought for themselves or received as a gift, April 2013
Men and types of underwear
Figure 6: Types of underwear men have bought for themselves or received as a gift, April 2013
Where underwear is bought
Figure 7: Retailers in-store and online from where underwear was bought for self or someone else in the last 12 months, by gender, April 2013
Amount spent on underwear
Figure 8: Amount spent on underwear in the last 12 months, by gender, April 2013
Three in ten women buy underwear for their men
Figure 9: Attitudes towards buying underwear, by gender, April 2013
Women are most loyal
Gifting
Quality beats price
Figure 10: Attitudes towards shopping for underwear, April 2013
Fit is barrier to online shopping
Advice from staff
What would encourage consumers to buy underwear
Figure 11: What would encourage you to buy underwear, April 2013
What we think
ISSUES IN THE MARKET
What is the impact of growing competition in the underwear market?
How important is celebrity endorsement to the underwear market?
What will drive growth in the underwear market over the next few years?
What demographic will drive growth in the underwear market?
Do consumers buy underwear online or what is putting them off?
TREND APPLICATIONS
Trend: Return to the Experts
Trend: Many Mes
Mintel Futures: Old Gold
MARKET ENVIRONMENT
Key points
Obesity drives demand for larger cup sizes
Figure 12: Proportion of obese population, by gender, 2005-50
Figure 13: Female obesity in England, by age, 2009-11
Olympics boost sports underwear market
Figure 14: Regular and occasional participation* in sport, 2008-12
Figure 15: Participation in individual sports, 2011/12
Changing population structure
Figure 16: Trends in the age structure of the UK population, 2007-17
Affluent ABs main underwear purchasers
Figure 17: Forecast adult population trends, by socio-economic group, 2007-12 and 2012-17
1.5% rise in births boost to maternity underwear
Figure 18: Number of live births, UK, 2000-11
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
New launches
New products
Innovations in shapewear
Marketing initiatives
M-commerce
Bra fitting
Charitable donations
COMPETITIVE CONTEXT
Key points
Figure 19: UK retail value sales of adult’s underwear, nightwear and outerwear, 2007-12
MARKET SIZE AND FORECAST
Key points
The underwear market grows 6% between 2007 and 2012
Figure 20: Best- and worst-case forecast of UK retail value sales of underwear, 2007-17
The sector is set to grow 10% in next five years
Figure 21: UK retail value sales of underwear, at constant and current prices, 2007-17
The future
Factors used in the forecast
MARKET SEGMENTATION
Key points
Women dominate underwear sales
Figure 22: UK retail value sales of underwear, at constant prices, by gender, 2007-17
Figure 23: UK retail value sales of underwear, by gender, 2007-17
RETAIL COMPETITOR ANALYSIS
Figure 24: Turnover of key underwear brands, 2010-12
La Senza closes stores
Retail shares
Figure 25: Market share of UK underwear market, by outlet type, 2010-12
Space allocations
Figure 26: Space allocation estimates for men and women’s underwear, as a % of total menswear or womenswear, September 2012
COMPANIES AND PRODUCTS
 SPECIALISTS
Bravissimo
Figure 27: Bravissimo Ltd product range, April 2013
Figure 28: Key financials for Bravissimo Limited, 2011 and 2012
CUK Clothing Limited (formerly Courtaulds)
Figure 29: CUK Clothing Limited product range, April 2013
Figure 30: Key financials for CUK Clothing Limited, 2011 and 2012
DBApparel
Figure 31: DBApparel UK product range, April 2013
Figure 32: Key financials for DBApparel UK Limited, 2011 and 2012
Eveden
Figure 33: Eveden Group Limited product range, April 2013
Figure 34: Key financials for Eveden Group Limited, 2011 and 2012
Figleaves
Figure 35: Figleaves product range, April 2013
Figure 36: Key financials for Figleaves, 2011
Figure 37: Key financials for JD Williams, 2011 and 2012
La Senza
Figure 38: La Senza product range, April 2013
Linwood Fabrics
Figure 39: LF Intimates product range, April 2013
Figure 40: Key financials for LF Intimates Limited, 2011 and 2012
MJM International
Figure 41: MJM International product range, April 2013
Figure 42: Key financials for LF Intimates Limited, 2010 and 2011
Triumph International
Figure 43: Triumph International product range, April 2013
Figure 44: Key financials for Triumph International Limited, 2010 and 2011
 GENERALISTS
Marks & Spencer
Figure 45: Marks & Spencer product range, April 2013
Figure 46: Key financials for Marks & Spencer Group, 2011 and 2012
Figure 47: Key financials for Marks & Spencer UK, 2011 and 2012
BRAND COMMUNICATION AND PROMOTION
Key points
Figure 48: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, 2008-12
Figure 49: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, % share, by month, 2012
Figure 50: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, by top 20 advertisers, 2011 and 2012
Figure 51: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, by media type, 2008-12
Figure 52: Adspend on underwear and lingerie, stockings and tights, by media type, percentage of total 2008-12
THE CONSUMER – WHO BUYS UNDERWEAR?
Key points
Profile of female purchaser
Figure 53: Women who have purchased any underwear for themselves or someone else either in-store or online in the last 12 months, by age, socio-economic group and presence of children, April 2013
Profile of male purchaser
Figure 54: Men who have purchased any underwear for themselves or someone else either in-store or online in the last 12 months, by age, socio-economic group and marital status, April 2013
THE CONSUMER –TYPES OF UNDERWEAR WORN BY WOMEN
Key points
Figure 55: Types of underwear women have bought for themselves or received as a gift, April 2013
Socks most popular as gifts
Thongs favoured by young
Figure 56: Consumers who have bought briefs, hipsters/shorties, thongs and other types of pants for themselves, by age, socio-economic group and presence of children, April 2013
Under-25s like enhancing bras
Figure 57: Consumers who have bought different types of bras for themselves, by age and socio-economic group, April 2013
Less than a quarter buy co-ordinated underwear
Sports bras favoured by 25-34s
Affluent buy thermals
Shapewear purchases peak among over-55s
Hosiery purchases skewed towards ABs
Less than one in ten 25-34s buy maternity underwear
THE CONSUMER – TYPES OF UNDERWEAR WORN BY MEN
Key points
Figure 58: Types of underwear men have bought for themselves or received as a gift, April 2013
Boxers are most popular pants
Shapewear bought by 25-34s
Vests become fashionable
THE CONSUMER – WHERE UNDERWEAR IS BOUGHT
Key points
Figure 59: Retailers in-store and online from where underwear was bought for self or someone else in the last 12 months, by gender, April 2013
M&S leads
Primark in second place
Figure 60: Retailers where women have bought underwear, by in-store and online, April 2013
Supermarkets popular among male 25-34s
Figure 61: Retailers where men have bought underwear, by in-store and online, April 2013
Women’s fashion stores favoured by under-25s
Online specialists
THE CONSUMER – AMOUNT SPENT ON UNDERWEAR
Key points
Women are higher underwear spenders
Figure 62: Amount spent on underwear in the last 12 months, by gender, April 2013
Figure 63: Amount women spent on underwear in the last 12 months, by age, April 2013
Figure 64: Amount men spent on underwear in the last 12 months, by age, April 2013
THE CONSUMER – ATTITUDES TOWARDS BUYING UNDERWEAR
Key points
Figure 65: Attitudes towards buying underwear, April 2013
Figure 66: Attitudes towards buying underwear, by gender, April 2013
Women are most loyal
Three in ten women buy underwear for their men
Older consumers
Figure 67: Attitudes towards buying underwear, by age, April 2013
Gifting
Figure 68: Agreement with statement ‘I have bought underwear as a gift’, by age and socio-economic group, April 2013
Shopping on high street vs browsing and buying online
Figure 69: Agreement with statements ‘I shop around on the high street and buy in-store’ and ‘I browse and buy online’, by gender and age, April 2013
Women cut back more than men
THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR UNDERWEAR
Key points
Figure 70: Attitudes towards shopping for underwear, April 2013
Young are bargain hunters
Fit is barrier to online shopping
Fashion and underwear
Advice from staff
Quality beats price
Celebrity underwear
In-store shopping environment
THE CONSUMER – WHAT WOULD ENCOURAGE CONSUMERS TO BUY UNDERWEAR
Key points
Figure 71: What would encourage you to buy underwear, April 2013
Free or improved deliveries
Click and collect
Demand for bigger sizes
Specialist fitting advice
Mobile coupons
Virtual fitting rooms
APPENDIX – MARKET SIZE AND FORECAST
Figure 72: Best- and worst-case forecast of UK retail value sales of underwear, 2012-17
APPENDIX – THE CONSUMER – TYPES OF UNDERWEAR WORN BY WOMEN
Figure 73: Most popular types of underwear women have bought for themselves, by demographics, April 2013
Figure 74: Next most popular types of underwear women have bought for themselves, by demographics, April 2013
Figure 75: Other types of underwear women have bought for themselves, by demographics, April 2013
APPENDIX – THE CONSUMER - TYPES OF UNDERWEAR WORN BY MEN
Figure 76: Most popular types of underwear men have bought for themselves, by demographics, April 2013
Figure 77: Next most popular types of underwear men have bought for themselves, by demographics, April 2013
Figure 78: Types of underwear men have received as a gift, by demographics, April 2013
APPENDIX – THE CONSUMER – WHERE UNDERWEAR IS BOUGHT
Figure 79: Most popular in-store and online where women have bought underwear, by demographics, April 2013
Figure 80: Next most popular in-store and online where women have bought underwear, by demographics, April 2013
Figure 81: Other in-store and online where women have bought underwear, by demographics, April 2013
Figure 82: Most popular in-store and online where men have bought underwear, by demographics, April 2013
Figure 83: Next most popular in-store and online where men have bought underwear, by demographics, April 2013
Figure 84: Other in-store and online where men have bought underwear, by demographics, April 2013
APPENDIX – THE CONSUMER – AMOUNT SPENT ON UNDERWEAR
Figure 85: Amount spent on underwear by women in the last 12 months, by demographics, April 2013
Figure 86: Amount spent on underwear by men in the last 12 months, by demographics, April 2013
APPENDIX – THE CONSUMER - ATTITUDES TOWARDS BUYING UNDERWEAR
Figure 87: Most popular attitudes towards buying underwear, by demographics, April 2013
Figure 88: Next most popular attitudes towards buying underwear, by demographics, April 2013
Figure 89: Other attitudes towards buying underwear, by demographics, April 2013
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SHOPPING FOR UNDERWEAR
Figure 90: Agreement with the statements ‘It’s better to buy in-store so you can see the item before buying’ and ‘I prefer to buy underwear when it is on sale/special offer’, by demographics, April 2013
Figure 91: Agreement with the statements ‘The in-store shopping environment (fitting rooms and store design) is important’ and ‘Not knowing if underwear will fit puts me off shopping online’, by demographics, April 2013
Figure 92: Agreement with the statements ‘It’s difficult to find underwear that fits well’ and ‘I prefer fashionable styles to classic ones’, by demographics, April 2013
Figure 93: Agreement with the statements ‘I feel uncomfortable asking staff for advice in-store’ and ‘Price is more important to me than product quality’, by demographics, April 2013
Figure 94: Agreement with the statement ‘I like buying celebrity ranges’, by demographics, April 2013
APPENDIX – THE CONSUMER – WHAT WOULD ENCOURAGE CONSUMERS TO BUY UNDERWEAR
Figure 95: Attitudes towards shopping for underwear – Free delivery on online orders, by demographics, April 2013
Figure 96: Attitudes towards shopping for underwear – Option to reserve/buy online and collect in-store, by demographics, April 2013
Figure 97: Attitudes towards shopping for underwear – Online vouchers or mobile coupons sent to your smartphone, by demographics, April 2013
Figure 98: Attitudes towards shopping for underwear – Wider range of sizes, by demographics, April 2013
Figure 99: Attitudes towards shopping for underwear – Improved delivery options for online orders, by demographics, April 2013
Figure 100: Attitudes towards shopping for underwear – Advice on the best underwear to improve your shape, by demographics, April 2013
Figure 101: Attitudes towards shopping for underwear – Specialist fitting advice from trained staff in-store, by demographics, April 2013
Figure 102: Attitudes towards shopping for underwear – Virtual fitting room online that allows you to visualize what underwear would look like on your body shape, by demographics, April 2013
Figure 103: Attitudes towards shopping for underwear – An app that allows me to shop via a smartphone or tablet, by demographics, April 2013
Figure 104: Attitudes towards shopping for underwear – Underwear endorsed by celebrities, by demographics, April 2013