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MARKET REPORT DETAIL

Fashion Online - UK

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Published Date: Aug, 2013
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  • Abstract
  • Table of Contents

“Returns remain a big issue for the online clothing market and retailers are experimenting with virtual fitting rooms and other sizing technology in the hope that they can help consumers to better judge whether clothes will fit and provide a solution for reducing the amount of clothes that are returned at a huge cost to the fashion industry.”

Some questions answered in this report include:

How is online fashion getting round the issue of not being able to try clothes on?
How are multichannel retailers performing versus pureplayers?
Who is falling behind in online fashion?
Which demographics are driving growth in the online fashion market?
What will drive growth in online fashion?

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18
Market factors
Broadband penetration plateaus
Shopping and selling by device
Clothing and footwear outperforms online
Figure 2: Types of products bought online from home in last 12 months vs what they bought online while out and about, April 2013
Companies, brands and innovation
Adspend rebounds
Brand attitudes
Figure 3: Attitudes towards and usage of brands in the online fashion sector, June 2013
The consumer
A quarter shop more online than in-store
Figure 4: Online clothes shopping behaviour in the last 12 months, July 2013
Next leads
Figure 5: Multichannel retailers from where clothes are bought online in the last 12 months, July 2013
eBay leads among etailers
Figure 6: Websites used to buy clothes, July 2013
Desktops remain favourite device for shopping online
Figure 7: Types of devices used to buy clothes in the last 12 months, July 2013
Two fifths click-and-collect
Fit is an ongoing problem
Figure 8: Attitudes towards browsing and shopping for clothes online, July 2013
Demand for local return and collection points
Pureplayers need to explore ways of providing click-and-collect
Men will pay more for faster delivery
Barriers to buying clothes online
Figure 9: Barriers to buying clothes online, July 2013
Three fifths of women see returns as a hassle
What we think
ISSUES IN THE MARKET
How is online fashion getting round the issue of not being able to try clothes on?
How are multichannel retailers performing versus pureplayers?
Who is falling behind in online fashion?
Which demographics are driving growth in the online fashion market?
What will drive growth in online fashion?
TREND APPLICATION
Trend: The Real Thing
Trend: Guiding Choice
Mintel Futures Trend: Generation Next
MARKET ENVIRONMENT
Key points
Broadband penetration plateaus
Figure 10: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
Shopping and selling by device
Figure 11: The consumer: Percentage shopping or selling online in past three months, by device, April 2013
Tablet users shop more online than smartphone users
Figure 12: The consumer: Percentage of tablet owners and smartphone owners shopping or selling online via tablets/smartphones in the past three months, April 2013
Shopping online by age
Figure 13: Percentage of internet users who shopped online, January 2013
Clothing and footwear is most bought online
Figure 14: Types of products bought online from home in last 12 months vs what they bought online while out and about, Aril 2013
Changing population structure
Changes to consumer law to help online shoppers
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Primark trials online
More retailers use virtual fitting rooms
Fashion advice services
A truly multichannel experience
New fashion apps
Using social media for fashion
Making fashion sociable
Making collecting and returning clothes easier
Simplifying the payment process
MARKET SIZE AND FORECAST
Key points
Online fashion sales grow 18% in 2013
Figure 15: Best- and worst-case forecast of online sales of footwear and clothing, 2008-18
Online sales forecast to double by 2018
Figure 16: Online sales of clothing and footwear, at current and constant prices, 2008-18
Market size and segmentation
Figure 17: Online sales of clothing and footwear as % of total clothing and footwear sales, 2008-13
The future
Factors used in the forecast
MARKET SHARE
Key points
Figure 18: Estimated market share of the online fashion market, by channel, 2012 (est)
Figure 19: Estimated market share of online fashion market, by channel and retailer, 2010-12
Multichannel retailers lead
Pureplayers grow their share of market
Catalogue specialists struggle to compete
COMPANIES AND PRODUCTS
Asos
Company overview
Financial performance
Figure 20: Key financials for Asos, 2011 and 2012
Online presence/services
Market positioning
Product offer
Recent activity
Advertising/marketing
Boden
Company overview
Financial performance
Figure 21: Key financials for J.P. Boden, 2010 and 2011
Online presence/services
Market positioning
Product offer
Recent activity
Advertising/marketing
N Brown (Figleaves)
Company overview
Financial performance
Figure 22: Key financials for N Brown, 2012 and 2013
Online presence/services
Market positioning
Product offer
Recent activity
Advertising/marketing
Shop Direct Group
Company overview
Financial performance
Figure 23: Key financials for Shop Direct, 2011 and 2012
Online presence/services
Market positioning
Product offer
Recent activity
Advertising/marketing
Freemans Grattan Holdings
Company overview
Financial performance
Figure 24: Key financials for Otto Group, 2012 and 2013
Figure 25: Key financials for Freemans Grattan Holdings, 2011 and 2012
Online presence/services
Market positioning
Product offer
Recent activity
Advertising/marketing
Net-A-Porter
Company overview
Figure 26: Key financials for Net-A-Porter, 2011 and 2012
Online presence/services
Market positioning
Products offer
Recent activity
Advertising/marketing
eBay Fashion Outlet
Company overview
Financial performance
Figure 27: Key financials for eBay (UK) Limited, 2010 and 2011
Online presence/services
Market positioning
Products offer/brand
Recent activity
Advertising/marketing
boohoo
Company overview
Financial performance
Figure 28: Key financials for Wasabi Frog Limited, 2011 and 2012
Online presence/services
Market positioning
Products offer/brand
Recent activity
Advertising/marketing
Amazon
Company overview
Financial performance
Figure 29: Key financials for Amazon Europe, group financial performance, 2011 and 2012
Online presence/services
Market positioning
Products offer/brand
Recent activity
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend rebounds
Figure 30: Main monitored media advertising spend on online fashion, 2008-12
Boohoo spends most on ad campaigns
Figure 31: Main monitored media advertising spend on fashion online, by top 20 companies, 2008-12
Press dominates
Figure 32: Main monitored media advertising spend on online fashion, 2008-12
Figure 33: Main monitored media advertising spend on online fashion, % share, 2012
BRAND RESEARCH
Brand map
Figure 34: Attitudes towards and usage of brands in the online fashion sector, June 2013
Correspondence analysis
Brand attitudes
Figure 35: Attitudes, by online fashion brand, June 2013
Brand personality
Figure 36: Online fashion brand personality – macro image, June 2013
Figure 37: Online fashion brand personality – micro image, June 2013
Brand experience
Figure 38: Online fashion brand usage, June 2013
Figure 39: Satisfaction with various online fashion brands, June 2013
Figure 40: Consideration of online fashion brands, June 2013
Figure 41: Consumer perceptions of current online fashion brand performance, June 2013
Brand index
Figure 42: Online fashion brand index, June 2013
Target group analysis
Figure 43: Target groups, June 2013
Figure 44: Online fashion brand usage, by target groups, June 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
THE CONSUMER – WHO BUYS FASHION ONLINE?
Key points
A quarter shop more online than in-store
Figure 45: Online clothes shopping behaviour in the last 12 months, July 2013
Young move to social shopping online
ABs combine online and in-store
Figure 46: Online clothes shopping behaviour, by demographics, July 2013
Two fifths of men do not browse or buy online
Figure 47: Consumers who have browsed but did not buy and who have not browsed or bought clothes online in the last 12 months, by demographics, July 2013
THE CONSUMER – WHERE THEY BUY CLOTHING
Key points
Next leads
Figure 48: Multichannel retailers from where clothes are bought online in the last 12 months, July 2013
Asda moves up to third in the list
Department stores boosted by online investment
Young fashion retailers still draw mainly Londoners online
Figure 49: Multichannel retailers from where women’s clothing is bought online, by types of devices used, July 2013
Figure 50: Multichannel retailers from where men’s clothing is bought online, by types of devices used, July 2013
ONLINE PLAYERS
Figure 51: Websites used to buy clothes, July 2013
eBay leads among etailers
Asos grows in popularity
Very overtakes Littlewoods
Online players offer wider range of sizes
Websites used to buy women’s clothing by devices used
Figure 52: Websites used to buy women’s clothing, by types of devices used, July 2013
Websites used to buy men’s clothing by devices used
Figure 53: Websites used to buy men’s clothing, by types of devices used, July 2013
THE CONSUMER – HOW PEOPLE BUY CLOTHES ONLINE
Key points
Desktops remain the favourite device for shopping online
Figure 54: Types of devices used to buy clothes in the last 12 months, July 2013
Men want more mobile enabled websites
Female under-25s favour smartphones
Two fifths click-and-collect
Figure 55: Consumers who have clicked and collected in the last 12 months, July 2013
Figure 56: Consumers who have clicked and collected in the last 12 months, by demographics, July 2013
THE CONSUMER – ATTITUDES TO SHOPPING FOR CLOTHES ONLINE
Key points
Figure 57: Attitudes towards browsing and shopping for clothes online, July 2013
Fit is an ongoing problem
25-44s sell clothes online
Older consumers struggle to find what they are looking for
Importance of customer reviews
Demand for local return and collection points
Pureplayers need to explore ways of providing click-and-collect
Under-35s buy more online than they would in-store
Men will pay more for faster delivery
THE CONSUMER – BARRIERS TO BUYING CLOTHES ONLINE
Key points
Figure 58: Barriers to buying clothes online, July 2013
Figure 59: Barriers to buying clothes online, by gender, July 2013
Delivery options to suit everyone
Three fifths of women see returns as a hassle
Fit and sizing deter online purchases
Over-55s like to feel and see clothes
Women worry about secure payments
THE CONSUMER – SOCIAL MEDIA AND FASHION
Key points
Over a quarter of 25-34s use Pinterest
Figure 60: Use of social networking websites, July 2013
Social media sites used by online clothes shoppers
Figure 61: Use of social networking sites by online clothes shopping behaviour, July 2013
Facebook users rely on customer reviews for choosing website to shop from
Selling and swapping via Facebook
Demand for m-commerce friendly sites
Using Facebook for delivery alerts
APPENDIX – MARKET SIZE AND FORECAST
Figure 62: Best- and worst-case forecast of online sales of footwear and clothing, 2013-18
APPENDIX – BRAND RESEARCH
Figure 63: Brand usage, June 2013
Figure 64: Brand commitment, June 2013
Figure 65: Brand momentum, June 2013
Figure 66: Brand diversity, June 2013
Figure 67: Brand satisfaction, June 2013
Figure 68: Brand attitude, June 2013
Figure 69: Brand image – macro image, June 2013
Figure 70: Brand image – micro image, June 2013
Figure 71: Profile of target groups, by demographics, June 2013
Figure 72: Psychographic segmentation, by target groups, June 2013
Figure 73: Brand usage, by target groups, June 2013
Brand index
Figure 74: Brand index, June 2013
APPENDIX – THE CONSUMER – WHO BUYS FASHION ONLINE?
Figure 75: Most popular online clothes shopping behaviour, by demographics, July 2013
Figure 76: Next most popular online clothes shopping behaviour, by demographics, July 2013
APPENDIX – THE CONSUMER – WHERE THEY BUY CLOTHING
Figure 77: Most popular retailers from where clothes are bought online, by demographics, July 2013
Figure 78: Next most popular retailers from where clothes are bought online, by demographics, July 2013
Figure 79: Most popular websites used to buy clothes, by demographics, July 2013
Figure 80: Next most popular websites used to buy clothes, by demographics, July 2013
APPENDIX – THE CONSUMER – HOW PEOPLE BUY CLOTHES ONLINE
Figure 81: Consumers who have clicked and collected in the last 12 months, by demographics, July 2013
Figure 82: Types of devices used to buy clothes in the last 12 months – Women’s clothing, by demographics, July 2013
Figure 83: Types of devices used to buy clothes in the last 12 months – Men’s clothing, by demographics, July 2013
APPENDIX – THE CONSUMER – ATTITUDES TO SHOPPING FOR CLOTHES ONLINE
Figure 84: Agreement with the statement ‘When shopping online it difficult to tell if clothes will fit’, by demographics, July 2013
Figure 85: Agreement with the statement ‘Selling clothes you no longer want online is a good way of making room in your wardrobe for new clothes’, by demographics, July 2013
Figure 86: Agreement with the statement ‘I would like more retailers to offer local return points to make it easier to return unwanted items’, by demographics, July 2013
Figure 87: Agreement with the statement ‘Customer feedback/reviews are useful in evaluating which websites to buy clothes from’, by demographics, July 2013
Figure 88: Agreement with the statement ‘I prefer to shop online as it is easier to find what I am looking for than in-store’, by demographics, July 2013
Figure 89: Agreement with the statement ‘I would be interested in more options for picking up items purchased online’, by demographics, July 2013
Figure 90: Agreement with the statement ‘I prefer to shop online as there is a wider range of sizes available’, by demographics, July 2013
Figure 91: Agreement with the statement ‘Shopping online encourages me to buy more than I would in-store’, by demographics, July 2013
Figure 92: Agreement with the statement ‘You should only buy online from well-known retailers’, by demographics, July 2013
Figure 93: Agreement with the statement ‘It is more convenient to reserve/buy online and pick up in-store than have things delivered ’, by demographics, July 2013
Figure 94: Agreement with the statement ‘I tend to look at the bestselling items on a website when I shop online’, by demographics, July 2013
Figure 95: Agreement with the statement ‘It’s worth paying more for delivery to get my order faster’, by demographics, July 2013
APPENDIX – THE CONSUMER – BARRIERS TO BUYING CLOTHES ONLINE
Figure 96: Most popular barriers to buying clothes online, by demographics, July 2013
Figure 97: Next most popular barriers to buying clothes online, by demographics, July 2013
Figure 98: Other barriers to buying clothes online, by demographics, July 2013

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