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Menswear - UK - March 2014

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best and worst case forecast of UK sales of men’s outerwear, 2008-18
Market drivers
Growing 25-34s become the main shoppers
Some 24% of men are obese
Companies, brands and innovations
Who’s Innovating?
Market share
Brand research
Figure 2: Attitudes towards and usage of brands in the menswear sector, August 2013 and November 2013
The consumer
Men still buy clothes, but prioritise savings
Figure 3: Activities men have done in the last three months, February 2013 and January 2014
Primark retains overall popularity, but loses appeal among youths
Figure 4: Retailers from where men bought clothing for themselves in the last 12 months, in-store and online, December 2013
Men prioritise good value for money
Figure 5: Most important factors when buying clothes in-store when choosing one retailer over another, December 2013
Cost and speed of delivery are the most important factors
Figure 6: Most important factors when buying clothes online when choosing one retailer over another, December 2013
Men prefer to browse for clothes online than in-store
Figure 7: How men shop for clothes, December 2013
Men’s attitudes towards shopping for clothes
Figure 8: Men’s attitudes towards shopping for clothes, December 2013
What we think
ISSUES AND INSIGHTS
What has driven growth in the menswear market?
The facts
The implications
How important are fashion brands to men?
The facts
The implications
What are the main opportunities for growth?
The facts
The implications
What are the opportunities for the online menswear sector?
The facts
The implications
TREND APPLICATIONS
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MARKET ENVIRONMENT
Key points
Growing 25-34s become the main shoppers
Figure 9: Trends in the age structure of the UK male population, 2008-18
Targeting the ageing male population
Employment
Figure 10: Male employment and unemployment, 2008-13
Some 24% of men are obese
Figure 11: Proportion of overweight and obese male population, 2006-12
Men are more confident about their finances than women
Figure 12: How respondents describe their financial situation, by gender, January 2014
Figure 13: Current financial situation compared with a year ago, by gender, January 2014
More men acquire smartphones
Figure 14: Household ownership of computers, tablets and e-readers, by gender, September 2013
Figure 15: Personal ownership of mobile phones, by gender, September 2013
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Unisex retailers focus on menswear
Designer and celebrity menswear collaborations
Launching in the UK
Technology
MARKET SIZE AND FORECAST
Key points
Figure 16: Best and worst case forecast of UK sales of men’s outerwear, 2008-18
The future
Figure 17: UK sales of men’s outerwear, at current and constant prices, 2008-18
Factors used in the forecast
SPACE ALLOCATION SUMMARY
Key points
Space allocations: Detailed estimates
Figure 18: Space allocation estimates for menswear, M%S, Next, Primark, TK Maxx, New Look, Matalan, September 2013
Figure 19: Space allocation estimates for menswear, Zara, H&M, Debenhams, Asda, Tesco, Sainsbury’s, September 2013
Figure 20: Space allocation estimates for menswear specialists, September 2013
Estimated sales breakdown
Figure 21: Estimated sales of menswear by product, M&S, Next, Primark, Asda, TK Maxx, Debenhams, 2012/13
Figure 22: Estimated sales of menswear by product, Tesco, Matalan, H&M, Zara, Sainsbury’s, New Look, 2012/13
Sales density
Figure 23: Estimated sales density for menswear by product, M&S, Next, Primark, Asda, TK Maxx, Debenhams, 2012/13
Figure 24: Estimated sales density for menswear by product, Tesco, Matalan, H&M, Zara, Sainsbury’s, New Look, 2012/13
Market shares
Figure 25: Estimated market shares for menswear, 2012/13
BRAND RESEARCH
Brand map
Figure 26: Attitudes towards and usage of brands in the menswear sector, August 2013 and November 2013
Correspondence analysis
Brand attitudes
Figure 27: Attitudes, by menswear brand, August 2013 and November 2013
Brand personality
Figure 28: Menswear brand personality – macro image, August 2013 and November 2013
Figure 29: Menswear brand personality – micro image, August 2013 and November 2013
Brand experience
Figure 30: Menswear brand usage, August 2013 and November 2013
Figure 31: Satisfaction with various menswear brands, August 2013 and November 2013
Figure 32: Consideration of menswear brands, August 2013 and November 2013
Figure 33: Consumer perceptions of current menswear brand performance, August 2013 and November 2013
Brand recommendation
Figure 34: Recommendation of various menswear brands, August 2013 and November 2013
THE CONSUMER – MEN’S SPENDING PRIORITIES
Key points
Men still buy clothes, but prioritise savings
Figure 35: Activities men have done in the last three months, February 2013 and January 2014
Men almost as likely as women to have bought clothes and shoes
Figure 36: Spending habits for clothing, footwear and accessories, by gender, December 2013
THE CONSUMER – WHERE DO MEN BUY CLOTHES?
Key points
Primark retains overall popularity, but loses appeal among youths
Figure 37: Retailers from where men bought clothing for themselves in the last 12 months, in-store and online, December 2013
M&S and Next
Figure 38: men who have bought clothing for themselves in the last 12 months from M&S and Next, in-store and online, by age group and socio-economic group, December 2013
Changes in where men shop over the last year
Figure 39: Retailers from where men bought clothing for themselves in the last 12 months, in-store and online, January 2013 and December 2013
Shopping online
Figure 40: Retailers from where men bought clothing for themselves in the last 12 months, December 2013
Young fashion retailers most popular among 25-34s
Figure 41: Men who have bought clothing for themselves in the last 12 months from Topman, H&M, Higher priced fashion stores, New Look and other mid-market high street fashion retailers, in-store and online, by age group, December 2013
Higher priced fashion stores
Supermarkets
Figure 42: Men who have bought clothing for themselves in the last 12 months from Primark, other value retailers, Asda and Tesco, in-store and online, by age group and socio-economic group, December 2013
Department stores
25-34s have become the main clothes shoppers
THE CONSUMER – MOST IMPORTANT FACTORS WHEN SHOPPING IN-STORE
Key points
Figure 43: Most important factors when buying clothes in-store when choosing one retailer over another, December 2013
Men prioritise good value for money
Over-55s look for product quality
Figure 44: Most important factors when buying clothes in-store when choosing one retailer over another, by age group, December 2013
Store layout is important for 25-34s
Figure 45: Most important factors when buying clothes in-store when choosing one retailer over another, by age group, December 2013
Importance of factors by retailer last shopped at
Next rated poorly for value for money
Figure 46: Importance of good value for money, by last retailer men have purchased menswear from relative to the average, December 2013
Product quality
Figure 47: Importance of product quality, by last retailer men have purchased menswear from relative to the average, December 2013
Sizing
Figure 48: Importance of availability of garments in my size, by last retailer men have purchased menswear from relative to the average, December 2013
Store layout
Figure 49: Importance of store layout, by last retailer men have purchased menswear from relative to the average, December 2013
Latest fashion
Figure 50: Importance of the latest fashion, by last retailer men have purchased menswear from relative to the average, December 2013
Changing rooms
Figure 51: Importance of changing rooms, by last retailer men have purchased menswear from relative to the average, December 2013
THE CONSUMER – MOST IMPORTANT FACTORS WHEN SHOPPING ONLINE
Key points
Cost and speed of delivery are most important factors
Figure 52: Most important factors when buying clothes online when choosing one retailer over another, December 2013
25-34s most concerned by online customer service
Figure 53: Most important factors when buying clothes online when choosing one retailer over another, by age group, December 2013
Older men seek online special offers
Young men focus on online displays
Importance of factors by retailer last shopped at
Speed and cost of delivery
Figure 54: Importance of speed of delivery, by last retailer men have purchased menswear from online relative to the average, December 2013
Figure 55: Importance of cost of delivery, by last retailer men have purchased menswear from online relative to the average, December 2013
Returns process
Figure 56: Importance of returns process, by last retailer men have purchased menswear from online relative to the average, December 2013
Online customer service
Figure 57: Importance of online customer service, by last retailer men have purchased menswear from online relative to the average, December 2013
THE CONSUMER – SHOPPING JOURNEY
Key points
Figure 58: How men shop for clothes, December 2013
Men prefer to browse for clothes online than in-store
25-34s are big online hunters
Figure 59: How men shop for clothes, by age group, December 2013
Under-35s browse for clothes via mobile devices
Browsing for clothes at lunchtime
Dads with young kids browse while on the move
Figure 60: How men shop for clothes, by presence of own children, December 2013
How men shop by where they live
Figure 61: How men shop for clothes, by region, December 2013
THE CONSUMER – MEN’S ATTITUDES TO SHOPPING FOR CLOTHES
Key points
Figure 62: Men’s attitudes towards shopping for clothes, December 2013
Men are not as big bargain hunters as women
Men will pay more for quality
Only the young show real interest in brands
Figure 63: Agreement with statement ‘I prefer to buy branded clothes’, by age group and all, December 2013
British men show growing interest in fashion
Figure 64: Agreement with statement ‘I tend to keep an eye on the latest trends’, by age group and all, December 2013
25-34s will pay more for special designs
Personalisation
Demand for clothing retailers to extend their offer
Use of technology in-store
APPENDIX – MARKET SIZE AND FORECAST
Figure 65: Best and worst case forecast of UK sales of men’s outerwear, 2013-18
APPENDIX – BRAND RESEARCH
Figure 66: Brand usage, November 2013
Figure 67: Brand usage, August 2013
Figure 68: Brand commitment, August 2013 and November 2013
Figure 69: Brand momentum, August 2013 and November 2013
Figure 70: Brand diversity, August 2013 and November 2013
Figure 71: Brand satisfaction, August 2013 and November 2013
Figure 72: Brand recommendation, August 2013 and November 2013
Figure 73: Brand attitude, August 2013 and November 2013
Figure 74: Brand image – macro image, August 2013 and November 2013
Figure 75: Brand image – micro image, August 2013 and November 2013
APPENDIX – THE CONSUMER – WHERE DO MEN BUY CLOTHES?
Figure 76: Retailers from where men bought clothes for themselves in the last 12 months – In-store and online, by demographics, December 2013
Figure 77: Most popular retailers from where men bought clothes for themselves in the last 12 months – In-store, by demographics, December 2013
Figure 78: Next most popular retailers from where men bought clothes for themselves in the last 12 months – In-store, by demographics, December 2013
Figure 79: Other retailers from where men bought clothes for themselves in the last 12 months – In-store, by demographics, December 2013
Figure 80: Least popular retailers from where men bought clothes for themselves in the last 12 months – In-store, by demographics, December 2013
Figure 81: Most popular retailers from where men bought clothes for themselves in the last 12 months – Online, by demographics, December 2013
Figure 82: Next most popular retailers from where men bought clothes for themselves in the last 12 months – Online, by demographics, December 2013
Figure 83: Other retailers from where men bought clothes for themselves in the last 12 months – Online, by demographics, December 2013
Figure 84: How men shop for clothes, by most popular retailers from where men bought clothes for themselves in the last 12 months – In-store, December 2013
Figure 85: How men shop for clothes, by next most popular retailers from where men bought clothes for themselves in the last 12 months – In-store, December 2013
Figure 86: How men shop for clothes, by other retailers from where men bought clothes for themselves in the last 12 months – In-store, December 2013
Figure 87: How men shop for clothes, by most popular retailers from where men bought clothes for themselves in the last 12 months – Online, December 2013
Figure 88: How men shop for clothes, by next most popular retailers from where men bought clothes for themselves in the last 12 months – Online, December 2013
APPENDIX – THE CONSUMER – MOST IMPORTANT FACTORS WHEN SHOPPING IN-STORE
Figure 89: Most popular most important factors when buying clothing in-store from a particular retailer, by demographics, December 2013
Figure 90: Next most popular most important factors when buying clothing in-store from a particular retailer, by demographics, December 2013
Figure 91: Other most important factors when buying clothing in-store from a particular retailer, by demographics, December 2013
APPENDIX – THE CONSUMER – MOST IMPORTANT FACTORS WHEN SHOPPING ONLINE
Figure 92: Most popular most important factors when buying clothing online from a particular retailer, by demographics, December 2013
Figure 93: Next most popular most important factors when buying clothing online from a particular retailer, by demographics, December 2013
APPENDIX – THE CONSUMER – SHOPPING JOURNEY
Figure 94: Most popular how men shop for clothes, by demographics, December 2013
Figure 95: Next most popular how men shop for clothes, by demographics, December 2013
APPENDIX – THE CONSUMER – MEN’S ATTITUDES TO SHOPPING FOR CLOTHES
Figure 96: Most popular men's attitudes towards shopping for clothes, by demographics, December 2013
Figure 97: Next most popular men's attitudes towards shopping for clothes, by demographics, December 2013
Figure 98: Men's attitudes towards shopping for clothes, by most popular retailers from where men bought clothes for themselves in the last 12 months – In-store, December 2013
Figure 99: Men's attitudes towards shopping for clothes, by next most popular retailers from where men bought clothes for themselves in the last 12 months – In-store, December 2013
Figure 100: Men's attitudes towards shopping for clothes, by other retailers from where men bought clothes for themselves in the last 12 months – In-store, December 2013
Figure 101: Men's attitudes towards shopping for clothes, by most popular retailers from where men bought clothes for themselves in the last 12 months – Online, December 2013
Figure 102: Men's attitudes towards shopping for clothes, by next most popular retailers from where men bought clothes for themselves in the last 12 months – Online, December 2013

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