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Designer/Upmarket Clothing - UK - March

2010
Market in Brief
Small market, but men are keenest

The market for designer and high-end clothing is a small part of the overall
UK clothing market.

Consumer research in December 2009 by Mintel shows that just 12% of the
population buy most of their clothing from designer and high-end retailers. Research
for this report reveals that around one in five people buy some designer clothing and
nearly two in five buy some upmarket high street clothing.

However, designer clothing engenders some quite devotee behaviour: one in


ten (11%) of such buyers say they have made sacrifices in other areas of spend (eg
holidays) so they can afford designer clothes. This demonstration of devotion is
rarely seen in any other clothing sector.

Men are much more likely than women to buy both designer clothing (29% vs
14%) and upmarket high street clothing (42% vs 32%), whereas women are keener
mid-market shoppers.

There has been quite some activity in the mens retail market with new
concessions and stores opening such as Louis Vuitton within Harrods in 2009 and
Vivienne Westwood opening a new mens boutique in Londons West End in March
2010.
FIGURE 1:

Where clothing is purchased, by gender, February 2010

Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

Gender attitude differences

While women are mostly attracted by the physical qualities of designer and
upmarket clothing (ie style/cut/fabric/quality), men are more drawn to the emotional
attributes. Men are more likely to say that wearing designer clothing feels good and
conveys status and respect. They also use it to make a tribal statement whether
that is to fit in with, or stand apart from, their crowd of friends.

Indeed, the Designer Status Seeker target group identified by Mintels


research is strongly oriented to male designer and high-end clothing buyers who
display peacock-like tendencies.
Opportunity of middle youth

Also, while the 16-44 age groups are the keenest on premium clothing, the
appeal of the mid-market stretches much more evenly to include 45-54s. This age
group will be increasing significantly over the next five years, so there is an
opportunity to encourage them to trade up.

With the changing population age structure, the two growth sectors are 25-34
and 45-54s, polarised between pre-/no family and third agers. They are key targets
for the designer/high-end clothing sector: their preferences in fashion/style will be
different but both will be attracted by the real values of design, quality,
differentiation and feelgood emotions.
FIGURE 2:

Percentage of total population aged 25-54, by age group,

2004-14

Source: Office for National Statistics/Mintel


Designer buyers are keen on the mid-market too

One of the surprising findings from Mintels consumer research is that highend designer buyers tend to buy more from the mid-market than from the upmarket
high street retailers.

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

FIGURE 3:

What designer clothing buyers buy, and where from, February

2010
Base: 429 internet users aged 16+ who have bought any high-end
designer clothes

Source: GMI/Mintel

Key reasons for this include:


promiscuity/lack of particular brand loyalty
financial inability to buy everything from designer brands
buying basics (ie T-shirts etc) from the mid-market
attractiveness of designer/celebrity ranges at mid-market retailers. Designer
shoppers are generally keener on these than are buyers of upmarket high street or
mid-market clothing.
Major influences on purchasing behaviour

The media: Designer and upmarket high street buyers are much more likely
than average to be motivated by the media and new season fashion lines arriving instore. They are very media-savvy and keen readers of fashion and celebrity
magazines as well as blogs etc.

Online: new developments in live streaming fashion shows have caused much
interest, and some designers are allowing viewers to pre-order from collections they
see this way.

Feelgood factor: they are more likely than average to buy clothes when they
want to cheer themselves up. They turn to retail therapy for a buzz rather than to
anything else.

Wants: they are less likely than average to be replacement shoppers.

Career: they are more likely than average to buy for a new job or job
interview.

Payday: they are more likely to splash out when they get paid clothes are
clearly a priority when there is disposable income available.

Getting a good deal: while they are not motivated by getting the cheapest
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price, they are keen on a good deal and more likely than average to shop around
online for the best prices.

Seasonal sales, gift or occasion: upmarket high street buyers are more
likely than designer buyers to be motivated by seasonal sales, receiving money as a
gift and by having a special occasion to go to. They may be feeling the financial pinch
rather more than the designer buyers, therefore being more careful and needing to
justify their expenditure.
Popularity of high street celebrity/designer collaborations

Collaborations between designers, celebrities and high street retailers are now
well established. However, the new kid on the block is eBay, tying up with US
designer Narciso Rodriguez as part of its overall strategy to expand on its auction
business model.

Overall, designer clothing buyers are keener on high street designer/celebrity


ranges than the upmarket high street or mid-market buyers with the exceptions of
M&S and Debenhams ranges which have a much broader appeal.

Interestingly, mid-market buyers are the least interested in these ranges


(34% have not bought). While some may just not be interested (Mintels typologies
analysis shows that 57% of the population are Disinterested in designer/upmarket
high street clothing), others will be shopping at outlet stores/villages preferring to
buy a discounted real designer item than a watered-down high street version.

Retailers strategies with these celebrity/designer collaborations are changing:


they are moving from the one-off limited editions that cause such media and
consumer frenzy (ie H&M annual launches) to more ongoing relationships. H&M is
running Sonia Rykiel across several seasons, New Look is established with Giles
Deacon, Topshop with Kate Moss, Uniqlo with Jil Sander and so on.

We note that few collaborations include much, if any, menswear and this could
be an opportunity going forward as men are the highest designer buyers.
Entry-level opportunities

Apart from high street designer/celebrity collaborations, entry-level designer


products include sunglasses and underwear. These are most popular among 25-44s,
with men (especially single men) particularly keen on underwear.

In August 2009, Ted Baker launched a lower-priced menswear sub-brand


called Born. This is aimed at 18-25s, is around 20% cheaper than the mainline and is
more fashion-directional.
Barriers to buying designer/high-end clothes

Inability to afford and guilt about spending a lot of money on designer clothes
are the two key reasons preventing mid-market buyers in particular from trading up.
They are also key reasons cited by upmarket high street buyers, though less than
average.

Women are more likely than men to say they cant afford designer clothes
(52% vs 30%) and to feel guilty about spending a lot of money on them (44% vs
30%). They are quite equally spread across age groups but less so across social
grades. Mintels cluster typology analysis highlights 21% of the population as being
Hard-Up Admirers notably under-35 women.

Perceptions about quality and real value for money are also barriers. Men are
more likely than women to say designer clothing quality isnt any better than other
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brands (30% vs 17%) and it isnt worth the money (25% vs 20%). Those agreeing
with the former statement are polarised between the 16-24 and over-45 age groups,
though are fairly equally spread across the social grades and income brackets. The
latter are more likely affluent over-45s.
Impact of the recession

Mintels consumer research, TGI data and trade interviews concur that the
premium clothing sector has been rather less impacted by the recession than the
market as a whole. However, the more basic area of designer/upmarket high street
clothing everyday items has been more impacted as consumers are happy to mix
and match with mid-market items.

Menswear in particular is shown to be on a stronger growth curve than


womenswear in the top price brackets. Indeed the trend has been for men being
quicker to cut back their spending at the first sign of trouble (second half of 2007)
and then both men and women were cautious in 2008, but while women have been
economising even more in 2009, mens spending appears to be recovering.
Future prospects

The UK economic outlook is not particularly bright. While there may be a


change in government with the General Election, whoever wins will have to raise
taxation to start paying off the countrys debt. This will hit everyone, including the
affluent ABs.

Other related negative impacts include unemployment and overall consumer


confidence levels. Both may cause consumers to think twice about buying anything
unrelated to needs.

However, designer clothing and to perhaps a slightly lesser extent upmarket


high street clothing may still be fairly insulated from such negative influences.
These buyers are a small niche group and they are keen. The market is also buoyed
by international travellers.

Responses from Mintels research among designer and upmarket high street
buyers show reasons for optimism. While the majority will be spending the same
and/or spending less, three in ten designer buyers and one in four upmarket high
street buyers say they will be spending more on clothing in the year ahead.

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

FIGURE 4:

Attitudes towards buying clothes in the year ahead, February

2010
Base: 2,000 internet users aged 16+

Source: GMI/Mintel

Designer/Upmarket Clothing - UK - March


2010
Internal Market Environment
Key point

The premium-price clothing sector appears to have been rather less


impacted by the recession than the mid-market. Menswear in particular is
shown to be on a stronger growth curve than womenswear in the top price
brackets.

CONSUMER SPENDING
Womenswear spending vs menswear spending
The following two charts compare expenditure on menswear and womenswear across
the highest four price brackets from 100 to 300+ (ie the more premium sector).
The main findings are:

In the period 2006-09, more women than men spent 100-149. In 2009,
womenswear spending in this price bracket remained stable whereas the percentage
of men spending this amount fell. It appears from the data in the two charts that
men were trading up and spending more.

The percentage of men and women spending 100+ in 2009 remained fairly
stable compared to 2008. However, in the top-end 200+ price bracket, the
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University.
Mintel Group Ltd.

percentage of men spending increased from 11% to 12%. Therefore it appears that
top-end spending men were less affected by the recession than women.
FIGURE 5:

Expenditure on womenswear and menswear 100-149 and


150-199, 2006-09
Base: adults aged 15+

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

FIGURE 6:

Expenditure on womenswear and menswear 200-299 and


300+, 2006-09
Base: adults aged 15+

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel
Key analysis: Patterns of spend by the highest spenders on clothing suggest
that the premium clothing sector has been rather less impacted by the
recession than the lower price area. Menswear in particular is shown to be
on a stronger growth curve than womenswear in the top price brackets and
this indicates the opportunity for brands to encourage trading up. For
example, more high-end menswear specialist boutiques are opening (see
Whos Innovating? section).
Womenswear
Most noteworthy from trends in expenditure on womenswear is that many more
women have spent nothing on clothing in 2008 and 2009 (during the recession) than
the previous two years. Indeed, more have cut back in 2009, which is the opposite of
the trend in menswear (see next table).
FIGURE 7: Expenditure on womenswear, 2006-09

Base: women aged 15+


2006

2007

2008

2009
%

% point
change
2006-09

% point
change
2008-09

Any
womenswear:
Nothing
14
Under 10
3

14
2

15
2

17
2

+3
-1

+2
-

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University.
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10-19
20-49
50-99
100-149
150-199
200-299
300 or more

7
16
17
15
7
10
11

8
16
16
16
8
9
11

8
16
17
15
7
9
11

7
16
16
15
7
10
11

-1
-

-1
-1
+1
-

Taken from the TGI survey of around 25,000 adults


Note: See Appendix for expenditure on clothing by category
Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel
Dresses:

Dresses have become more popular due to fashion trends, with the greatest
increase in spending being within the most popular 20-99 price bracket (12.3% and
10.5% in 2009).

While the high-end price bracket of 100+ accounts for a small percentage of
the total, all brackets have increased since 2006, including increasing spend during
2008-09 in the 100-199 bracket.
Skirts:

Skirts have become less popular as fashion items, with decreases in spending
across all price brackets. Since 2006, the percentage of women not buying skirts has
increased 12 percentage points to 56%.
Blouses/tops:

While the percentage of women spending nothing on this category has


increased by 3 percentage points since 2006 (to 27%), the higher-end spend
categories of 50-99 and 200+ have shown increases. This is in part due to fashion
trends for more decoration and embellishment and therefore higher prices.
Jumpers/cardigans/sweatshirts:

The higher-end spend brackets of 50-149 and 200+ have shown an


increase since 2006, with particularly strong increases in the latest year of the 100149 spend.

There have been new trends in knitwear, particularly the prevalence and
popularity of cashmere. But there have also been layered looks; retro ladylike twin
sets and chunky hand knits.
Jackets and suits:

Womens spending on both jackets and suits has declined over the period
across all price brackets although the proportion spending 100-199 has remained
stable at 3%, influenced by fashion trends and a desire to look smart at work.

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Menswear
Of note from trends in expenditure on menswear is that men were quicker than
women to cut back on their spending (a higher percentage spending nothing in 2007
and 2008) but have recovered somewhat in 2009.
FIGURE 8: Expenditure on menswear, 2006-09

Base: men aged 15+


2006

Any
menswear:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

2007

2008

2009
%

% point
change
2006-09

% point
change
2008-09

17
3
12
20
19
11
6
6
5

18
3
11
20
19
11
7
7
5

19
3
11
20
18
11
7
6
5

18
3
11
20
20
10
7
7
5

+1
-1
+1
-1
+1
+1
-

-1
+2
-1
+1
-

Note: See Appendix for expenditure on clothing by category


Taken from the TGI survey of around 25,000 adults
Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel
Shirts:

More men have spent nothing (41% in 2009 vs 39% in 2006).


The main category of spending is 20-49 (20%).
Spending 200+ increased to 1.5% in 2009, its highest level in the period.

Jumpers and sweatshirts:

Fewer men have spent nothing (54% in 2009 vs 60% in 2006).


The main category is 20-40 (18%).
Spending 100+ is up from 5% in 2006 to 6% in 2009 which will have been
driven by fashion trends such as the popularity of the cardigan for smart casualwear.
Jackets:

Fewer men have spent nothing (69% in 2009 vs 70% in 2004).


The main category of spending is 50-99 (10% in 2009, notably up from 8%
in 2008).

Spending 150-199 and 200+ dipped in 2008 but recovered in 2009.


Suits:
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10

More men spent nothing in 2009 (81%) and this has been an ongoing trend
since 2004 (78%).

Spending 50-150 on suits has increased, but spending in higher price


brackets has dipped.
Trousers:

The overall decline in spending nothing on trousers during 2004-09 was


reversed slightly in 2009.

The most popular level of spend is 20-99 which has seen an increase during
2004-09.

TRENDS IN ATTITUDES TOWARDS PERSONAL APPEARANCE, FASHION AND


CLOTHING

Attitudes towards appearance


FIGURE 9:

Trends in attitudes towards appearance, 2004-09

Base: adults aged 15+


2004 2005 2006 2007 2008 2009 % point
change
%
%
%
%
%
%
2004-09
I look after my appearance,
my image
It is important to me to look
well dressed
It is important to be attractive
to the opposite sex
I have a very good sense of
style
I like others to look at me
I like to stand out in a crowd

64

65

64

64

64

62

-2

56

58

57

57

55

56

43

45

45

45

45

45

+2

41

43

42

43

42

43

+2

25
15

25
16

26
17

27
15

26
12

25
14

-1

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2004-09 (Apr-Mar)/Mintel

While the trend for people to look after their appearance and image has
slipped marginally in 2009 (possibly due to the recession), more people generally are
thinking it is important to look well dressed.

This could indicate that people are becoming more adventurous in the way
they are putting outfits together in order to look well dressed especially women,
whereas men are keener to look attractive to the opposite sex. Having a good sense
of style will help, with women being slightly more confident than men (see
Appendix).

Of note from Mintels exclusive research for this report (see The Consumer
section), women are more likely than men to agree that designer clothes are
designed/styled/cut better (66% vs 53%) and made from better-quality fabrics. Men
are more likely to agree that wearing designer clothes gives people status and
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11

respect (32% vs 22%), which links with giving them confidence and also helps their
aim of being attractive to women.

Men also seem keen to make more of a tribal statement by wearing designer
clothes saying they wear similar labels to their friends (21% vs 11% of women) or
that they wear designer clothes to stand apart from the crowd (18% vs 8% of
women).
Attitudes towards fashion and clothing
FIGURE 10:

Trends in attitudes towards fashion and clothing, 2004-09

Base: adults aged 15+


2004 2005 2006 2007 2008 2009 % point
change
%
%
%
%
%
%
2004-09
I make my clothes last
85
I try to dress in the most
79
practical way
I usually wear jeans
50
I dress in a very personal way 56
I wear just anything, I don't
46
worry much about it
I like to keep up with the latest 23
fashions
I wear designer clothes
18
A 'designer' label improves 11
a person's image

84
79

83
78

82
78

83
77

82
75

-3
-4

52
56
44

56
56
45

56
56
44

56
56
44

59
54
46

+9
-2
-

25

24

24

24

23

17
11

18
10

17
10

16
10

16
9

-2
-2

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2004-09 (Apr-Mar)/Mintel

By far the majority of people like to make their clothes last (especially over25s), and dress in a practical way (especially older age groups) although the trend in
both attitudes has been declining in line with the rise in disposable fast fashion from
outlets such as Primark.

Still, the percentage of people who like to keep up with the latest fashions has
remained relatively stable. The boom in fashionable jeans and the plethora of brands
and styles available has led them to become a much bigger part of everyones
wardrobes as they are being worn more often by more people (59% in 2009 vs 50%
in 2004).

Of concern for the designer industry is the declining percentage of people


saying they wear designer clothes and/or agreeing that designer labels improve a
persons image. New marketing messages may be needed to connect with consumers
and reinforce the uniqueness or personality of designer collections to encourage
them to buy.

From Mintels exclusive consumer research for this report, the design,
fabrication and feelgood factor are the top three positive attributes of designer
clothing rated most highly by all adults (26%, 20% and 17%). As noted before,
women are more positive about the physical attributes of designerwear (style/cut/fit
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12

etc) and men are more positive about the emotional qualities (feelgood factor/status
etc).
Attitudes towards buying clothing
FIGURE 11:

Trends in attitudes towards buying clothing, 2004-09

Base: adults aged 15+


2004 2005 2006 2007 2008 2009 % point
change
%
%
%
%
%
%
2004-09
I buy clothes for comfort, not for 51
style
Every season I buy some new
40
clothes
I really enjoy shopping for
35
clothes
When purchasing clothes I care 24
more about style and
attractiveness than quality
I only buy fashionable clothes
22
I spend a lot of money on
19
clothes
I buy my clothes only in
4
high-class boutiques

47

47

48

46

46

-5

40

40

41

40

39

-1

35

35

36

34

35

24

24

24

26

26

+2

23
19

22
18

22
19

22
18

22
17

-2

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2004-09 (Apr-Mar)/Mintel

While buying clothes for comfort rather than style is the number one attitude,
being stylish is rising as a priority as caring more about style than quality is also
increasing. Arguably, style is different to fashion: style (we believe) has longevity,
value and quality; fashion as per the latest trend can be in and out in a few
weeks.

Still, people are being careful spending a lot of money on clothes is less
evident, and even if people are spending a lot they are not splashing out.

Of note is that enjoying shopping for clothes has remained stable. The
recession would have hit many people in 2008 but even if consumers have been
feeling the pinch, this has not impacted on their actual enjoyment of shopping for
clothes.
Attitudes towards buying clothes by demographics
The key demographic attributes of men and women regarding attitudes towards
appearance, fashion and clothing are seen below. Key findings are:

Men are the keenest buyers of designer clothes, possibly due to the
confidence it gives them and their desire to be attractive to women (peacock
behaviour).

There are some indications that money is a key element affecting attitudes.
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13

The less affluent social grades are keenest on buying the latest fashions (possibly
from value stores) and the more affluent grades are more into dressing in a personal
way and buying new items each season.
FIGURE 12:

Key demographic differences in selected attitudes towards


appearance, fashion and clothing, 2009
Base: adults aged 15+
Key demographic groups
I look after my appearance, my image
Female
It is important to me to look well dressed
Female, general especially under-25s
It is important to be attractive to the opposite Male, under-35s
sex
I have a very good sense of style
Female, under-25s
It is important to keep young looking
Female, ABC1C2
Most of the time I'm trying to lose weight
Female
I usually wear jeans
Male, under-45s, C1C2D
I dress in a very personal way
Female, under-25s & over-45s, ABC1
I buy clothes for comfort, not for style
Male over-45s, especially over-55s
I wear just anything, I don't worry much about Male, C2DE, under-65s
it
I like to keep up with the latest fashions
Female, under-35s especially under25s, pre-/no family
Every season I buy some new clothes
Female, under-25s, ABC1
I really enjoy shopping for clothes
Female, under-35s especially under25s, pre-/no family
I only buy fashionable clothes
Female, under-25s, C1C2DE
I wear designer clothes
Male, under-35s especially under-25s
Taken from the TGI survey of around 25,000 adults
Source: GB TGI, Q3 Kantar Media UK Ltd 2004-09 (Apr-Mar)/Mintel

Designer/Upmarket Clothing - UK - March


2010
Broader Market Environment
Key points

The growth in affluent ABs and aspirational C1s as a proportion of the


UK adult population is good news for the designer/high-end fashion sector.
These people are more willing and financially able to indulge themselves,
such as on premium clothing.
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14

With the changing population age structure, 25-34 and 45-54s are
key targets, polarised between pre-/no family and third agers.

While deflation is not a particular issue in the designer/high-end


sector, there are trends for some brands to sharpen up their entry levels but
also extend their higher points.

The staycation holiday trend in 2009 may have hit the premium sector
as people may not have splashed out for a low-key holiday. However, it
might also have meant they saved money to buy a special outfit for the new
autumn season.
Population by socio-economic group
FIGURE 13:

Trends in the socio-economic structure of the UK adult


population, 2004-09 and 2009-14

Source: Office for National Statistics/Mintel

Affluent ABs are increasing as a percentage of the UK adult population, as are


the more aspirational C1s. This is good news for the designer/high-end fashion
sector as these people are more financially able to indulge themselves, such as on
premium clothing.

However, these adults will also have drains on their income that may curtail
such indulgent wants spending such as higher taxation and petrol costs, higher
university/school fees (for their children). They may also prefer to spend their
disposable income on other things such as holidays.

Also of note is that ABC1s are the least likely socio-economic group to agree
that a designer label improves a persons image (TGI data, Internal Market
Environment section).

Mintels consumer research shows that ABs are the most likely buyers of
designer and high-end clothing (28%) followed by C1s (22%).
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15

Population by age
FIGURE 14:

Trends in the age structure of the UK population, 2004-14

Source: Office for National Statistics/Mintel

The key age groups that are increasing are 25-34s, 45-54s and over-65s.
While the over-65s will be important for all brands and retailers to consider,
we do not believe that they will be a big influence for the designer/high-end market
as their interests will be less on buying the latest fashion and more on other things
such as family, home, savings and holidays.

That said, we believe that quality is very important to these consumers and so
some high-end (rather than designer) brands may benefit such as Aquascutum,
Jaeger, MaxMara etc.

While under-25s are more driven by having the latest fashions than the older
30-40-year-olds (45%, compared to 32% of 25-34s and 21% of 35-44s according to
TGI data), they have less disposable income to spend as they will either still be in
education or early in their careers.

Therefore we concentrate on those aged 25-54. The percentage of the


population accounted for by this group will remain quite stable, but a polarisation of
targeting is indicated. The 25-34s and the 45-54s will account for a much greater
percentage of the population, and the 35-44 group will decline quite significantly.

This will impact on the styles, cut and fashionability that designer/high-end
brands and retailers need to provide going forward if they want to cater for these
consumers.
FIGURE 15:

Percentage of total population aged 25-54, by age group,

2004-14
25-34

35-44

45-54

Total 25-54

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16

% of total
population

2004
2009 (est)
2014 (proj)

13.2
13.0
14.1

15.3
14.6
12.8

12.8
13.5
14.1

41.3
41.1
41.0

Source: Office for National Statistics/Mintel


Population by lifestage
FIGURE 16: Trends in the lifestage structure of the UK adult population, 2004-14
2004
000

2009 (est)
000

2014 (proj) % change


000
2004-09

% change
2009-14

Pre-/no family 13,531


Families
13,476
Third age
12,442
Retired
9,531

14,080
13,766
13,170
10,065

14,357
13,762
13,446
11,357

+4.1
+2.2
+5.9
+5.6

+2.0
+2.1
+12.8

Total

51,081

52,922

+4.3

+3.6

48,980

Source: Office for National Statistics/Mintel

Reflecting patterns by age, the number of those in the retired lifestage is


increasing the most, with the polarisation of the other two growth groups being
pre-/no family and third age.

The stability of the families lifestage group will potentially not impact the
designer/high-end market too much as these adults will be prioritising their spending
on their children and the home.
Key analysis: Going forward, ABs and C1s aged 25-34 and 45-54 will
account for a much greater percentage of the population, and are key
targets for the high-end/designer brands and retailers. Their preferences in
fashion designs will be markedly different but their lifestage and aspirations
will lead them to look for style, quality and differentiation.
Price deflation in clothing

Deflation in clothing has a relatively limited impact on designer/high-end


brands and retailers as their customers are willing to pay a premium for quality and
style though they will look also for the best value (as seen in the Attitudes research
earlier), especially online.

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17

FIGURE 17:

Implied price deflator, clothing, garments, percentage


change, quarter on corresponding quarter of previous year, Q1 2006Q3 2009

Source: Office for National Statistics Consumer Trends/Mintel

Trade experts have commented that some designer brands have been
moderating their price increases, or even keeping them stable, over the last 12-18
months as a result of many people generally being more careful with their spending.

Some high-end brands such as Burberry have stretched their price


architecture to both include some slightly lower-priced small clothing items and also
higher-priced premium/limited editions.

Discounting in traditional sales times has also been noted as being deeper
than previously the last couple of years have seen discounts of 50-60% rather than
more modest 20-30% pre-2007.
Key analysis: Mintels exclusive consumer research shows that style, cut,
fabrication and the feelgood factor are the top positive attributes of
designer clothing rated by consumers. Brands and retailers need to promote
these strongly to ensure they communicate the real value of their products
which can command high price points.
UK residents travelling abroad

Mintels consumer data (see The Consumer section) show that 13% of adults
bought designer/high-end clothing from abroad in the last year and 9% from airport
shops. However, these percentages are down from more than a year ago (17% had
bought abroad and 20% from airport shops).

Quite likely due to the recession, the number of people going abroad in 2008
was down in Europe, stable to North America but up in other international
destinations.

While the total number and percentage of people going overseas generally
was slightly down, international destinations have steadily increased since 2003,
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18

including in the latest period. This could have positively impacted the designer/highend market as there are many designer shops in international departure lounges.

The caveat to this is that in some Middle and Far Eastern countries,
counterfeiting is big business. Some UK consumers may have been tempted to buy
copies of designer/high-end goods rather than the genuine articles. However, trade
experts say that this is far more an issue with accessories (ie handbags, not covered
in this report) than with clothing.
FIGURE 18:

Number of overseas visits by UK residents, by region visited,

2003-08
Europe

2003
2004
2005
2006
2007
2008

North
America
m

50.7
51.5
52.8
55.2
55.2
54.4

82.5
80.3
79.5
79.3
79.5
78.9

4.1
4.8
4.9
4.7
4.6
4.6

% change +7.3%
2003-08

Other

Total

6.7
7.4
7.3
6.8
6.6
6.7

6.6
7.9
8.7
9.7
9.7
10.0

10.8
12.3
13.1
13.9
13.9
14.4

61.4
64.2
66.4
69.5
69.5
69.0

+12.2%

+51.5%

+12.4%

Source: International Passenger Survey/Mintel


UK residents holidaying at home the staycation phenomenon

The year 2009 saw the highest number of domestic holidays (42.3 million) in
the UK since before 2004. The rise of 5.5% in 2009 on 2008 was a result of the
staycation phenomenon prompted by the recession, ie people wanting to save
money, and also the poor Sterling exchange rate.

People spent less (as the spend per head declined) and it is possible that this
might have negatively impacted the designer/high-end clothing market as people did
not want to splash out on new holiday outfits for staying in the UK.

The year 2010 is forecast to see a reduction in the domestic holiday trend
(the UK summer was relatively poor in 2009) but a projected return to the popularity
of staycations in 2011. This will be influenced by any new government coming in this
year, and raising taxation to offset the huge borrowing debt, and also the Sterling
exchange rate.
FIGURE 19:

2004
2005

Domestic holidays, volume and expenditure, 2004-11


Domestic
holidays
m

Index

Domestic
Index
expenditure*
m

Spend per
head

41.9
40.7

100
97

9,489
9,544

233
234

100
101

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19

2006
2007
2008
2009 (est)
2010 (fore)
2011 (proj)

41.0
40.9
40.1
42.3
41.4
42.2

98
98
96
101
99
101

9,639
10,051
10,205
10,341
10,459
10,610

102
106
108
109
110
112

235
246
254
244
253
251

* domestic expenditure includes transport and is based on Mintel estimates


Source: Mintel

Designer/Upmarket Clothing - UK - March


2010
Competitive Context
Key points

The total clothing market has been negatively impacted by the


recession, but spend on designer and upmarket clothing has shown more
buoyancy in 2009.

Designer and upmarket menswear has been stronger in 2009 than


womenswear.

The basics element of designer and upmarket clothing has been


negatively impacted as people are happy to buy such items from the midmarket. But the top-end is most resilient.

More newness with more collections a year is helping to drive interest


and growth.

The outlook for 2010 is positive as designer and up-market high


street buyers are much more likely than average to be intending to spend
more on clothing.
FIGURE 20:

Performance of designer and upmarket clothing compared to


all clothing, 2006-14
2006

2007

2008

2009

2010
(est)
m

2011 2012 2013 2014 %


(fore) (fore) (fore) (fore) change
2006-1

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20

Total clothing*
% annual change

37,532 38,101 38,354 39,125 39,696 40,544 41,171 41,886 42,340 + 5.8
+2.6
+1.5
+0.7
+2.0
+1.5
+2.1
+1.5
+1.7
+1.1

Total mens and


32,132 32,989 33,405 34,125 34,671 35,583 36,348 37,098 37,663 +7.9
womens clothing**
% annual change
+2.4
+2.7
+1.3
+2.2
+1.6
+2.6
+2.2
+2.1
+1.5
Consumer spend on 2,400
designer/upmarket
clothing
% annual change
na

2,378

2,432

2,498

2,553

2,617

2,670

2,731

2,772

- 0.9

+ 2.3

+ 2.7

+2.2

+2.5

+2.0

+2.3

+1.5

Designer and
upmarket as % of
total mens and
womens

7.2

7.3

7.3

7.4

7.4

7.3

7.4

7.4

7.5

* mens, womens and childrens outerwear underwear, nightwear


** mens and womens outerwear, underwear and nightwear
Source: Mintel
Total clothing market overview

Mintel estimates that the clothing market was impacted more heavily in 2008,
at the start of the recession, largely because spending became more cautious and
there was a move towards the value sector as consumers maintained their volume of
buying, but spent less.

Although clothing spending began cautiously in 2009, full year data show that
overall the market performed better than in 2008 because of improved consumer
confidence towards the end of the year, resulting in some great performances by
individual retailers in 2009 (for instance John Lewis), which were better than
anticipated at the beginning of the year.

Over the review period 2006-10, womenswear (up almost 10%) is estimated
to have grown slightly faster than menswear (up 8%), driven by fashion trends and
increasing choice on the high street. Menswear is a somewhat less volatile sector but
the lower mid-market has been under increasing pressure especially formalwear
seen at companies such as Moss Bros and Suits You.
Designer/upmarket clothing spend

Mintel has estimated this consumer spend using consumer research data from
TGI on the number of adults spending more than 250 per annum as well as our
market knowledge and trade insight. The key finding is that the recession has
impacted designer/upmarket clothing quite differently to the rest of the clothing
sector:

people cut back earlier

there was a bounce-back in 2009

menswear has been stronger than womenswear (not tabulated).

In the designer market, industry reports indicate that even in mature markets
such as the UK, sales of mens designer clothing been more buoyant than
womenswear over recent years. More menswear stores have opened and new
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21

+ 6.4

designers entering the sector (see Whos Innovating) and there has been more
media attention on mens fashion.

Also from TGI and Mintels exclusive consumer research for this report, men
are generally more positive than women about buying designer and upmarket
clothing.

While 2009 was a difficult year, several designer/upmarket companies


reported a much stronger last quarter (the three months at the end of 2009).

LVMH reported that the last quarter saw accelerated demand for watches,
bags and clothes, with this stronger sales trend continuing into January 2010

Burberry reported a strong three months at the end of 2009 with particularly
good retail performances in outerwear with more innovation and diversification
and from accessories. Europe including the UK showed double-digit growth.
Insights from trade interviews

All agree that the top end of the market is relatively recession-proof, but the
mid-market is affected more including the designer middle market of casualwear
(excluding jeans). Their experience is that consumers are thinking twice about
essentially basic items such as T-shirts and questioning their value when they
can buy such items from the high street.

This can also be seen from Mintels consumer research where designer buyers
are more likely to buy clothing from the mid-market than the upmarket high street
stores.

Many designer and premium retailers in the UK sell not just to British
consumers, but also have an important international clientele many of whom like to
express their wealth via their purchases, including designer clothing.

This does not only affect physical stores in the UK (ie Harrods, Harvey Nichols
and so on) but also the online pure players, such as Net-A-Porter, who have a
growing international clientele. Mintels consumer research shows that online
channels have suffered the least cut-backs in spending over the last couple of years.
Consumer behaviour

Consumers want everything faster and first, and this is affecting the clothing
industry. The traditional four collections a year have long gone as consumers want
constant newness: some designers now have up to 15 drops a year. This increase in
the fashion stories available each season has driven interest and has benefited
sales.

Consumers are often pre-ordering garments they have seen on catwalk shows
especially now these are being live streamed online (see Whos Innovating
section). Some designers are enabling consumers to order directly from what they
have seen in the show.
Consumer attitudes
Mintels exclusive consumer research conducted in February 2010 among 2,000
adults aged 16+ asked about their attitudes towards clothes shopping now compared
to a year ago, and how they might be spending in the future. We have taken this into
account in our market size calculations.
The first question was:

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22

Because of the recession, many people have changed the way they shop for
clothes. Which of these, if any, best describe the way in which you shop for clothing
or your attitudes towards shopping now compared to one year ago?
FIGURE 21: Attitudes towards shopping now compared to one year ago, February

2010
Base: 2,000 internet users aged 16+

All
%

I spent less on clothes last year than 44


I usually would
My clothes shopping habits havent
43
changed
I spent more on clothes last year than11
I usually would
I havent bought any clothes in the
3
last 12 months

Any designer Any upmarket


buyer
high street
buyer
%
%
45

46

37

39

17

14

Source: GMI/Mintel

It appears that designer and upmarket high-street buyers are in line with the
average in terms of spending less on clothes last year than they usually would.
However, the percentages saying they spent more money last year was higher than
the average especially among designer buyers.

This supports Mintels estimates that spend on designer/ upmarket clothing


performed better in 2009 than the general clothing market.
The second question was:
And thinking of buying clothes in the year ahead, which of these best describes
you
FIGURE 22: Attitude towards buying clothes in the year ahead, February 2010

Base: 2,000 internet users aged 16+

All
%

I don't intend to change the amount I 49


spend on clothing in the coming year
I intend to spend less on clothing in 32
the coming year
I intend to spend more on clothing in 17
the coming year

Any designer Any upmarket


buyer
high-street
buyer
%
%
41

44

28

30

30

26

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23

Im unlikely to buy any clothes this


year

Source: GMI/Mintel

The outlook for spending by designer and upmarket high street buyers looks
positive. They are slightly less likely than average in terms of intending to spend
less, but they are much more likely to be intending to spend more.

From this snapshot of consumer intentions, married to trade insights and


reports from companies in the early part of this year, we would forecast that in
2010 the designer/upmarket high street sector of the clothing market will
outperform the general clothing market.
Forecast
Mintel has used the SPSS time series package to forecast the market to 2014. SPSS
correlates historic market size data with key economic and demographic
determinants (independent variables), identifying those factors having most
influence on the market. Using forward projections of these factors, a market size
forecast is produced.
We used several factors to forecast the individual sectors of the underwear market,
as follows:
For total and men's and women's clothing, the number of people aged 25-34 and
45-54, and for designer/ upmarket clothing, the number of people in the affluent AB
socio-economic group.

Designer/Upmarket Clothing - UK - March


2010
Brand Communication and Promotion
Key points

Advertising spending has been impacted by the recession, with


several high-end brands cutting back.

Only three brands spent more than 1million on above-the-line


advertising in 2009, whereas spending by retailers who stock
designer/high-end brands is significantly higher.
Top 25 designer/high-end brand spenders, 2005-09

In 2009, only three designer brands spent more than 1 million on advertising
with Toast (the multichannel premium womenswear brand owned by French
Connection) spending by far the most.
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24

FIGURE 23:

Main monitored media advertising expenditure, by


designer/high-end brands, by level of spend in 2009, 2005-09
Company

Toast
Polo Ralph Lauren
Chanel
Dolce & Gabbana
Giorgio Armani
Ermenegildo Zegna
Gianni Versace
Gucci
Chloe
Donna Karan
MaxMara
Hugo Boss
Christian Dior
(London)
Yves St Laurent
Alfred Dunhill
Menswear
Selfridges
Menswear
Marc Cain
Womenswear
Malene Birger
Prada
(womenswear)
Salvatore
Ferragamo
Tommy Hilfiger
Luke (menswear)
DAKS
(womenswear)
Prada (menswear)
Pringle
(womenswear)

2005

2006

2007

2008

2009

000

000

000

000

000

%
%
change change
2008-09 2005-09

7
857
553
947
780
178
578
653
362
360
282
794
789

143
1,009
637
813
898
304
404
473
802
560
290
670
455

749
1,255
668
981
1,153
552
440
394
933
757
327
796
579

1,100
1,334
903
947
1,224
710
785
430
557
514
300
237
430

2,263
1,477
1,008
936
743
612
527
514
485
352
329
314
278

+106
+11
+12
-1
-39
-14
-33
+20
-13
-32
+10
+33
-35

+32,704
+72
+82
-1
-5
+243
-9
-21
+34
-2
+17
-60
-65

409
-

395
119

369
315

327
339

258
235

-21
-30

-37
+97*

12

254

334

229

-31

+1,808*

89

115

221

187

225

+20

+151

20
279

53
121

170
182

235
151

211
211

-10
+39

+943
-24

49

86

147

83

210

+152

+334

276

291

23
7
300

359
182
137

209
201
198

-42
+10.4
+45

+807**
+2,771**
-28

280
120

212
242

185
350

363
165

195
190

-46
+15

-30
+58

* 2006-09
** 2007-09
Source: Nielsen Media Research/Mintel
Designer/high-end brand adspend trends

While ten of the above brands increased their advertising expenditure in 2009
compared with 2005, 13 cut back in 2009 compared to 2008 (probably influenced by
the recession), though this might partly be due to these brands using online channels
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25

more instead of traditional media.

Seven brands had lower advertising support in 2009 compared to both 2008
and 2005. These were all major established houses Armani, Versace, Chloe, Donna
Karan, Christian Dior, YSL and Prada.

Five brands Ralph Lauren, Chanel, Marc Cain, Ferragamo and Pringle
spent more in 2009 compared to both 2008 and 2005. Marc Cain has been
undertaking a big push recently to build up its brand status in the UK, and Pringle
has been undergoing a revival strategy.

Notable increases in spending over the five-year period are seen at Zegna
(which is strongly promoting its more contemporary and performance sportswear
collections) and Malene Birger, a premium womenswear brand which is building its
distribution in the UK.

A lesser-known name is Luke (number 22) which an independently owned


design-led UK mens fashion brand. The design signature is edgy yet practical
contemporary menswear. Its advertising copy line is Dresslexic Resistant and it
advertises in youth fashion lifestyle publications such as Super Super.
Retailers advertising spending trends by total spend during 2005-09

The table below shows the total advertising spend by retailer, ranked by order
of cumulative spend over the 2005-09 period. However, this spend will not all be on
promoting designer/high-end clothing ranges especially in the case of Marks &
Spencer, which primarily relies on PR to promote its collaborations with designers
such as Zandra Rhodes and Patricia Fields.
FIGURE 24:

Main monitored media advertising expenditure, by retailer


totals, 2005-09
Retailer

2005
000

2006
000

2007
000

2008
000

2009
000

Total
000

Marks & Spencer


Debenhams, of
which:
- Betty Jackson
- Designers at
Debenhams
- Duffer of St George
- Jasper Conran
- John Richmond
- John Rocha
- Julien Macdonald
- Nigel Cabourn
H&M
John Lewis
House of Fraser
Harrods

10,124
2,376

21,329
2,437

20,184
5,799

11,860
362

2,161
27

65,657
11,001

43
1,500

11
927

461
2,492

27

88
32
1,852
850
997
172

12
200
6
1,091
1,685
724
165

40
391
432
67
1,939
194
988
329

9
1,646
959
1,087
295

1,579
1,836
1,186
98

8,106
5,524
4,983
1,059

Source: Nielsen Media Research/Mintel


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26

Designer/Upmarket Clothing - UK - March


2010
Designer/High-end Fashion Buyers
Attitudes towards Buying Clothes
Key points

Designer/high-end fashion buyers are more oriented to wants


shopping than shoppers generally (only 23% buy for need, compared to
49% of all adults) and they are more motivated by style than comfort.

However, they are also rather keen on getting a good deal, and the
internet is a key channel for them to achieve this.

Designer/high-end buyers are more media-savvy than the general


population and are more influenced by the media. TV ads are the number
one influencer on them, but also magazines of all kinds.
The following data are from Mintels research for Media and Fashion UK, February
2010, filtered on the base of shoppers who shop at high-end or designer outlets
(12% of the sample in the 2009 research see The Consumer section).
FIGURE 25: Consumer attitudes towards buying clothes, December 2009

Base: 2,000 internet users aged 16+


All

I only buy clothes when I need to


I buy clothes for comfort, not style
I shop around for the lowest prices
I often browse online for the cheapest price
and visit that store
I have bought cheap designer clothes on
eBay or other websites
I try clothes on in-store to see what fits and
buy cheaply online
Ive bought clothes because a celebrity
wears/endorses that brand

Mostly high-end or
designer fashion
buyers
%

49
44
39
22

23
25
27
28

12

18

10

14

Source: GMI/Mintel

Designer/high-end fashion buyers are clearly more oriented to wants


shopping than shoppers generally (only 23% buy for need, compared to 49%). They
are also more motivated by style than comfort: some might be willing to suffer to
wear the latest look!
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27

However, these buyers are also rather keen on getting a good deal, and
generally less inclined to shop around for the lowest prices (27% vs 39% average);
they want good value and the data show that the internet is a key channel for them
to achieve this.

Browsing online for the cheapest price, and then visiting that store, is more
prevalent among high-end/designer buyers (28% vs 22% of all), as is trying clothes
on in-store and then buying cheaply online (14% vs 10%).

While the influence of celebrities is minimal, designer/high-end buyers are


more influenced than the general population (7% vs 2%). This influence is also seen
as a purchase motivator later in this chapter.
Designer/high-end fashion buyers attitudes towards fashion and shopping for
clothes, 2009

FIGURE 26:

Consumer attitudes towards fashion and shopping for


clothes, December 2009
Base: 2,000 internet users aged 16+
All
%
Price is more important to me than having the 39
latest fashion
I like to create my own look regardless of
35
fashion
I look for clothes which won't go out of
35
fashion
I hate shopping for clothes
31
I really enjoy clothes shopping
26
It's worth paying more for style and quality
25
I like to keep up with the latest fashions
17
I like to buy designer labels
8
I leave my partner to do most of my clothes 7
shopping

Mostly high-end or
designer fashion
buyers
%
12
38
25
17
39
38
44
27
13

Source: GMI/Mintel

Designer/high-end buyers might be interested in getting good value/the best


price but fashion is clearly more important to them generally than price (12% vs
39%).

They are also happy to buy one-season-wonders with just 25% (vs 35%)
looking for clothes that wont go out of fashion, and 44% wanting to keep up with
the latest fashion (vs 17%).

Designer/high-end buyers enjoy clothes shopping much more than the


average (39% vs 26%) perhaps the ambience and service in premium shops is
much higher, or that they are generally more enthusiastic about fashion.
Factors influencing where designer/high-end fashion buyers purchase clothes, 2009
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28

FIGURE 27:

Factors influencing choice of outlets for purchasing clothing


and footwear, December 2009
Base: 2,000 internet users aged 16+
All

Seeing advertisements by retailers on TV


Websites (eg handbag.com)
Celebrity magazines (eg OK!, Now etc)
Fashion-led magazines (eg Grazia, Vogue etc)
Makeover shows (eg How to Look Good Naked
etc)
Sunday supplements in newspapers
Lifestyle magazines (eg Woman & Home etc)
Newspaper fashion features
Documentaries on TV (eg featuring stories
about child labour)
Celebrity endorsement (eg Kate Moss at
Topshop, Kimberley Walsh at New Look)
Fashion designer guest lines (eg Jimmy Choo
at H&M)
Blogs

Mostly high-end or
designer fashion
buyers
%

15
13
9
8
8

26
20
19
19
15

8
6
6
5

13
18
14
13

11

Source: GMI/Mintel

Designer/high-end buyers are more media-savvy than the general


population and are more influenced by the media than the general population. This
means they are also more informed and more up to date with current trends, which
will further drive their desire.

TV advertisements are the top influencer (26% vs 15%), but print


magazines are far more influential for designer/high-end buyers than the general
population (19% vs 9%). Most designer/premium clothing brands use press ads (see
Brand Communication section) and trade experts say print media (ie Grazia) and
online channels are key drivers of the designer market.

The trend in live streaming catwalk shows (see Whos Innovating? section) is
driving more people demanding to buy what they have seen on the catwalk almost
immediately. Given that designer/high-end buyers are strong users of the internet
(20% are influenced by websites), this channel and type of programming could
further influence their interest and desire to purchase.

Blogs are also a small but fast-increasing influence. Designer/high-end


buyers are more influenced by them than the general population (5% vs 2%), and
fashion bloggers are now recognised by the fashion industry as being very influential
hence many of them being invited to designer fashion shows and having front row
seatsunheard of even 12 months ago.

Regarding celebrity and guest designer influences, trade experts


suggest that photographs of a celebrity wearing a particular item can be sufficient to
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29

raise an otherwise unknown brand to mainstream consciousness. This has been


particularly the case for Mulberry over the last five years. In the case of Kate Moss
and Topshop, the success of the range is due to her being seen as an aspirational
fashion icon, therefore buying clothes in her style gives the buyer a sense of being
stylish themselves.

Designer/Upmarket Clothing - UK - March


2010
Who are the Designer and Upmarket
Clothing Buyers?
Key points

Just over one in ten people buy most of their clothes from designer or
upmarket retailers. However, one in five (22%) adults buy some designer
clothes and almost two in five (37%) buy some upmarket high street
clothes. Therefore there is the opportunity to encourage occasional buyers
to buy more.

Men are twice as likely as women to buy any designer clothing (29%
vs 14%) and also participate more highly at the upmarket high street level
(42% vs 32%).

Affluent ABs are most likely buyers of designer and upmarket high
street clothing, but the aspirational C2s are also a key group, especially
buying casualwear and jeans.
Segmenting consumers by clothing retailer
Research by Mintel in December 2009 for the Media and Fashion UK, February
2010 report asked consumers to say where they buy the majority of their clothes
and found that 12% of the adult population say they buy most of their clothes from
designer and upmarket retailers.
To segment the respondents into broad buyer types, the question was asked:
Thinking about your wardrobe and the clothes you buy for yourself, which one of
the following groups would you put yourself in? Whilst you may spend more for
clothes for special occasions, please choose the ONE that best describes where you
buy the majority of your clothes.
And the results relevant for this report are:

Mostly high-end designer clothes (eg Prada, Gucci, Ralph Lauren, Burberry
etc) = 3%
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30

Most upmarket/mass-market high street chains (eg Ted Baker, Karen Millen,
Jaeger etc) = 9%
Therefore 12% of the adult population say they buy most of their clothes from
designer and upmarket retailers. These shoppers are twice as likely to be men (16%)
as women (7%) and are more likely than average to be under-35single under-35s,
high-income ABs, working full-time and living in London.
What are consumers buying and from which type of store?
For the purposes of this report, we asked consumers to say where they have ever
bought various types of clothing. The table below shows three levels of the market in
terms of retailer grouping, and looks at what consumers who have bought or who
are likely to buy clothes are buying from which retailer group.
Thinking about your wardrobe and the clothes you buy for yourself (excluding
underwear and footwear/accessories), which, if any, of the following groups of
retailers do you ever buy different clothes from:
High-end designer retailers include Prada, Gucci, Ralph Lauren, Burberry etc
Upmarket high street retailers include Ted Baker, Karen Millen, Jaeger etc
Mid-market retailers include Marks & Spencer, Next, Gap, Oasis, Warehouse etc?
Note that the research also included a fourth group Discount/Value retailers (ie
Primark, Matalan). We do not include these buyers responses in this report as we do
not feel them relevant. Readers should note that data presented in the tables below
may not sum as these buyers have been filtered out.
FIGURE 28: Place of purchase of designer clothing, by gender, February 2010

Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel
In terms of clothing bought, the categories are:
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31

any clothes
casualwear: eg T-shirts, shirts, blouses, skirts etc
formalwear: eg suits, shirts, blouses, skirts etc
jeans
coats
other clothes: eg jumpers.

FIGURE 29:

Clothes purchasing, by type of clothes and type of retailer,


February 2010
Base: 1,970 internet users aged 16+ who buy clothes
Any
clothes
%
High-end
22
designer
Upmarket high 37
street
Mid-market
82

Casualwear Formalwear Jeans

Coats

Other
clothes
%

10

16

16

14

14

14

56

48

50

41

50

Source: GMI/Mintel

The mid-market is by far the most popular market sector for all consumers
buying clothing (82%). Almost twice as many purchasers buy upmarket high street
labels (37%) as buy high-end designer retailers (22%), although this margin
between upmarket retailer and high-end designer is narrower than between midmarket and upmarket outlets.

There could be an opportunity for designers to encourage more upmarket high


street shoppers to trade up to designer ranges (perhaps for a special occasion or a
treat) particularly through their less expensive diffusion ranges. There is also much
scope for the upmarket high street retailers to attract more mid-market shoppers for
similar reasons.
High-end designer clothing shoppers who they are and what they buy
High-end designer clothes are those by Prada, Gucci, Ralph Lauren etc. The following
analysis looks at the demographics of designer buyers.

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32

FIGURE 30: Type of garments bought from high-end designer retailers, by gender, age

and socio-economic group, February 2010


Base: 1,970 internet users aged 16+ who buy clothes
Any
Casualwear Jeans
(eg
T-shirts,
shirts/
blouses,
skirts etc)
%
%
%

Formal (eg
shirts/blouses,
suits, skirts
etc)

Other
clothes (eg
jumpers
etc)

All

22

10

Gender:
Male
Female

29
14

14
6

12
5

11
5

8
6

Age:
16-24
25-34
35-44
45-54
55+

31
30
28
16
7

13
14
13
7
3

11
13
12
5
2

11
12
10
6
2

8
8
10
5
4

Socio-economic
group:
AB
C1
C2
DE

28
19
22
15

12
9
11
6

11
7
9
7

12
6
7
5

9
6
8
5

Note: 5% of all respondents bought high-end designer coats. This response was too
low to analyse further
Source: GMI/Mintel
Men are keener than women on designer clothes

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33

FIGURE 31: Type of garments bought from high-end designer retailers, by gender,

February 2010
Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel

Men are twice as likely as women to buy any designer clothing (29% vs
14%). They buy significantly more casualwear, formalwear and jeans than do
women.

For all clothing categories, the keenest shoppers are the under-45s, especially
the 25-34s, and singles (see Appendix), although other clothing such as jumpers is
more popular with the 35-44s.

While the affluent ABs are most likely buyers (28%), the aspirational C2s are
also a key group (22%), especially buying designer casualwear and jeans.

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34

FIGURE 32:

Type of garments bought from high-end designer retailers,


by socio-economic group, February 2010
Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel
Upmarket high street clothing shoppers who they are and what they buy
Upmarket high street clothes are those from Ted Baker, Karen Millen, Jaeger etc. The
following analysis looks at buyers of upmarket high street clothing.
FIGURE 33: Type of garments bought from upmarket high street retailers, by gender,

age and socio-economic group, February 2010

Base: 1,970 internet users aged 16+ who buy clothes


Any
Casualwear Formalwear Jeans

Coats

Other
clothes
%

All

37

16

16

14

14

14

Gender:
Male
Female

42
32

20
12

17
16

19
9

15
12

17
12

Age:
16-24
25-34
35-44
45-54
55+

49
47
43
27
21

19
21
23
11
7

22
20
17
12
11

18
22
19
8
4

16
18
18
10
8

17
17
16
11
11

Socio-economic
group:
AB
47

19

22

17

20

20

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35

C1
C2
DE

34
36
22

14
19
8

15
15
9

12
16
10

12
14
6

13
13
8

Source: GMI/Mintel
Men are still keener than women, apart from formalwear

The number of men buying any clothing from upmarket high street retailers is
again notably higher than women (42% vs 32%). The difference is marked in all
clothing categories apart from formalwear, where it is virtually equal (17% of men
and 16% of women).

The younger age groups (under-35s) are keener than other age groups on
formalwear, which will include clothing for work as they want to make a good
impression while they are in the early stages of their careers. With possibly more
limited disposable income than the older age groups (who are further on in their
careers), they may have prioritised their upmarket spending to must-haves.

The 25-44s are keener buyers of casualwear and coats. As they start to have
more disposable income they can treat themselves to more expensive casualwear
which is more self-indulgent for their leisure time.

Coats have become quite a fashion statement for both the spring and
autumn/winter seasons. But they are often at the top end of the product price
architecture and so will be an investment item, where the real value needs to be
promoted regarding cut, quality and style. Of note is that respondents buying coats
at the designer level are too small a sample to analyse, showing that their high price
points may not currently be regarded as offering real value by consumers.
Opportunity to target C2s

ABs are the most likely buyers of any upmarket high street clothing (47%)
across all categories.

However, the aspirational C2s are (like with designerwear) the second most
likely buyers. Of particular note is that they buy as much casualwear as the ABs
(19%). This shows how important casualwear is to them and this could be a key
factor for singles looking to impress potential partners.
Mid-market clothing buyers who they are and what they buy
Mid-market clothes are from retailers such as Marks & Spencer, Next, Gap, Oasis,
and Warehouse etc. The following analysis looks at who buys mid-market clothing
brands.
FIGURE 34: Type of garments bought from mid-market clothing retailers, by gender,

age and socio-economic group, February 2010


Base: 1,970 internet users aged 16+ who buy clothes
Any
Casualwear Jeans
Formalwear Coats

All

Other
clothes
%

82

56

50

48

41

50

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36

Gender:
Male
Female

78
86

49
64

45
56

42
55

34
50

42
58

Age:
16-24
25-34
35-44
45-54
55+

86
85
83
81
77

55
57
56
60
54

56
56
55
53
33

45
54
49
47
47

43
46
44
42
34

45
45
55
50
52

Socio-economic
group:
AB
C1
C2
DE

87
85
80
69

61
60
53
44

53
54
49
38

52
55
46
31

44
47
42
27

55
53
46
40

Source: GMI/Mintel

Unlike designer and upmarket high street clothing, women are more likely
than men to be mid-market clothing shoppers (86% vs 78%). Buyers are also much
more evenly spread across the age groups across all the clothing categories that
they buy, with the 45-54s being particularly keen on casualwear (60%).

Mid-market shoppers are also most likely to be ABC1s, and are just as likely
to be married as single (see Appendix) whereas the buyers of designer and upmarket
high street clothing are much more likely to be single. Marital status may affect
consumers disposable income and also their spending priorities.
What are high-end designer shoppers also buying?

The table below just looks at consumers who have bought high-end designer
clothes, where else they buy from, and what type of clothing they buy.
FIGURE 35:

Other outlets where designer buyers shop, by type of


clothing, February 2010
Base: 429 internet users aged 16+ who have bought any high-end
designer clothes
Any
clothes
%
High-end
100
designer
Upmarket high 88
street
Mid-market
91

Casualwear Formalwear Jeans

Coats

Other
clothes
%

45

36

39

23

31

42

41

41

35

35

54

42

52

35

42

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37

Source: GMI/Mintel

Nine in ten designer shoppers buy clothes from upmarket and mid-market
high street retailers and are just as happy to trade down to mid-market stores such
as M&S as to shop in upmarket retailers such as Jaeger. This is not what might have
been expected that designer buyers trade down to the mid-market for more
clothes, particularly jeans and other casual clothes, than they buy at upmarket high
street retailers. This shows mix-and-match behaviour where women especially mix
garments from different market levels together.

This is partly explained by them buying the affordable designer/celebrity


ranges at mid-market retailers. The Where is High-end Designer Clothing Bought?
section of this report shows that, overall, designer clothing buyers are keener on all
the high street designer/celebrity ranges than the upmarket high street or midmarket buyers. The exceptions are the M&S and Debenhams ranges, which have a
much broader appeal.

Also, while designer buyers are most likely to buy casualwear and jeans from
high-end retailers and brands, they are also very likely to buy these garments and
also other clothes such as jumpers from mid-market retailers. They may wear
cheaper items for everyday use and wear the designer items when going out.

Designer/Upmarket Clothing - UK - March


2010
What Motivates Designer and Upmarket
Clothing Buyers to Shop?
Key points

Designer and upmarket high street buyers are much more likely than
average to be motivated by the media and new season fashion lines arriving
in-store.

These shoppers are very media-savvy and keen readers of fashion


and celebrity magazines as well as blogs etc.

They are also more likely to indulge in retail therapy, ie they buy
clothes as a way to cheer themselves up. They like to splash out after
payday.

Upmarket high street buyers are more likely than designer buyers to
be motivated by seasonal sales, receiving money as a gift and by having a
special occasion to go to. They may be feeling the financial pinch rather
more than the designer buyers, therefore being more careful and needing to
justify their expenditure.
Consumer buying motivations
Here we look at the buying motivations of all consumers who have bought clothes,
and compare this with the responses of those who have bought designer clothing and
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38

upmarket high street clothing.


Thinking about going clothes shopping for yourself, which, if any, have motivated
you to purchase a particular item/or items. You may choose up to 5 answers.
FIGURE 36: Motivations to buy clothes (netted), by buyer group, February 2010

Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel
The leading reason for the average shopper to buy clothes is to replace a worn-out
garment (63%). However, for the designer shopper the seasonal sales are the
leading reason for buying clothes (albeit at 56% only marginally above replacing an
old garment at 54%) while for six in ten upmarket retail buyers, a special occasion is
the key prompt.
FIGURE 37: Motivations to buy clothes, by buyer group, February 2010

All

Base: internet users aged 16+ who buy 1,970


clothes
%

Any designer Any


wear buyer upmarket
high street
buyer
429
724
%

Practical/emotional
To replace an item that is worn-out or
damaged
To cheer myself up when I am having a
bad day
When I have a clear-out of my wardrobe

78
63

72
54

76
57

24

29

29

23

27

26

Price promotions/financial
considerations
Seasonal sales (eg Christmas, summer
etc)

79

84

85

55

56

58

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39

Received money as a birthday/Christmas 47


gift
Limited-time offers (eg Blue Cross sale 26
etc)
Payday
24
Personalised offers/discounts sent by
22
retailers by post or online

46

51

26

29

33
25

30
28

Particular occasions
75
When I have a special occasion to attend 54
(eg party)
Before a holiday
50
For a new job or a job interview
21
New season fashion lines arriving in15
store

77
54

81
60

50
24
25

52
26
23

Marketing communications
31
Receiving an email from an online store I 20
have visited before
Receiving a catalogue through the post 19

36
24

37
24

20

21

The media
Seeing items I like the look of in fashion
magazines such as Vogue, Grazia
Seeing items I like the look of in
celebrity magazines such as OK! or
Hello!
Reading online fashion blogs/social
networking sites

15
8

32
16

27
14

15

12

12

Source: GMI/Mintel
Factors that designer and upmarket buyers have in common

Designer and upmarket shoppers are much more likely than average to be
motivated by new season fashion lines arriving in-store and by the media. They are
keen readers of fashion and celebrity magazines as well as blogs etc. This means
they are very fashion-aware and media-savvy (also see Internal Market Environment
section) and so communicating to them via all these means is critical in getting them
to buy from your store.

They are more likely than average to buy when they need to cheer
themselves up. They turn to retail therapy for a buzz so this is a key opportunity for
retailers to ensure they are providing a real pampering and feelgood factor in their
shopping environments.

They are less likely than average to be replacement shoppers: they are
wants rather than needs buyers and so will be keen on fashion and style as well as
reaping the emotional rewards (feelgood factor) of buying something they desire.

These shoppers are also more likely to splash out after payday: clothes are
clearly a priority when there is disposable income available. Retailers could consider
running special promotions timed to be around the end of the month when these
consumers are in the mood and ready to spend.
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40

They are more likely to buy for a new job/job interview, perhaps seeing
clothes as helping their confidence and also to achieve their career goals.
and how they differ

Upmarket high street buyers are more likely than designer shoppers to be
motivated by promotions such as seasonal sales and limited-time offers. This is when
they might have the opportunity to trade up to a designer label they might otherwise
not be able to afford. Personalised offers are a way for their favourite stores to
encourage them to take a look at their latest collections.

Upmarket high street buyers are also more likely to be motivated by receiving
money as a gift, and by having a special occasion to go to, suggesting that the
upmarket high street buyer feels the financial pinch rather more than the designer
buyer, and therefore buys after careful consideration when they have a bit more
money than normally and/or with a specific occasion in mind.

This provides an opportunity for all retailers to promote more reasons to buy
in their marketing communications, targeted to the emotional pull these people have
towards stylish and quality clothing but also showing that such expenditure is real
value and worth it.

Designer/Upmarket Clothing - UK - March


2010
Where is High-end Designer Clothing
Bought?
Key points

Department stores are the most popular retail channel for buying
high-end designer clothing (43%), closely followed by outlet stores which
are attractive for those keen on a bargain and independent boutiques
(both 39%).

Women have cut back their spending more than men: lower
percentages of people have bought from any of the retail channels (apart
from online) in the past year than they did more than a year ago. This
clearly indicates they have cut back on spending, and this is more apparent
among women than men.
Department stores rule, but almost all channels have suffered cutbacks
Thinking specifically about high-end designer labels (such as Prada, Gucci, Ralph
Lauren, Burberry), how recently, if at all, have you bought items (mens, womens or
childrens) from any of the following?

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41

FIGURE 38:

Stores where high-end designer clothes are bought, February

2010
Base: 1,852 internet users aged 16+ who buy clothes from the four
retail types
Any

Have bought
from in the
last year

Have bought
from but
longer than a
year ago
%

Bought designer clothes from


any outlet

65

43

55

Department store (eg Harvey


Nichols, Selfridges)
Outlet store/village (eg Bicester
Village, Cheshire Oaks)
Independent boutique
Abroad (eg New York, Paris etc)
Airport shop
Designer store (eg Gucci)
Online from third-party website (eg
Net-A-Porter)
Online from the designers website
(eg gucci.com)

43

19

24

39

16

23

39
32
26
23
20

15
13
9
10
10

23
20
17
13
10

15

Source: GMI/Mintel

Department stores are the most popular outlet type for buying high-end
designer clothing (43%), closely followed by outlet stores attractive for those keen
on a bargain and independent boutiques (both 39%).

While many independent shops have closed over the past ten to 15 years,
those that are left will be best in class and reaping the benefits of offering
interesting and different selections, often bought with loyal customers in mind.

However, much smaller numbers of people have bought from any of the retail
channels in the past year than they did more than a year ago. This clearly indicates
they have cut back on spending. Independents and outlet stores/villages have been
particularly hard hit.

Lower numbers of people have bought in the last year from airport shops and
abroad as the staycation phenomenon of last year reduced overseas
holidaymakers (see Internal Market Environment section).
Designer stores and online more insulated

Designers own stores have been less affected (10% bought in the last year
and 13% more than a year ago). Their status, desirability, customer service levels
and indeed expansion in numbers may have insulated them and their customers
from the effects of the recession.

Also of note is that spending via online has remained relatively stable. The
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42

great success of Net-A-Porter and the increasing designer lines at ASOS show that
consumers are keen on this method of buying.
FIGURE 39:

Purchase of high-end designer clothes, by outlet type,


gender, age and socio-economic group, February 2010
Base: 1,852 internet users aged 16+ who have bought clothes from
the four retail types

Department Outlet Independent Abroad Airport Designer Online from Onlin


store
store/ boutique
shop
store
third-party from
village
website
desig
webs
%
%
%
%
%
%
%
%
All

43

39

39

32

26

23

20

15

Gender:
Male
Female

46
40

42
36

38
39

36
28

28
24

30
16

25
15

22
9

Age:
16-24
25-34
35-44
45-54
55+

55
46
45
35
34

46
44
40
36
32

45
42
42
34
32

39
35
38
24
26

35
29
27
25
15

32
30
28
19
9

28
28
23
14
7

24
24
18
10
2

Socio-economic
group:
AB
C1
C2
DE

53
42
40
27

46
39
38
28

46
37
39
28

44
31
26
20

32
26
22
17

32
19
22
16

23
19
22
11

20
14
14
11

Source: GMI/Mintel
Missing out on the key 45-54 consumer sector

The under-45s are the most prevalent buyers of high-end designer clothing
across all the different types of outlet. There are some significant drop-offs in
purchasing after the age of 45 in most cases meaning that the designer sector
generally is missing out on one of the most important growth age sectors in the UK
(see Broader Market Environment section).
and the opportunity of the aspirational C2s

ABs are also the most prevalent buyers, but there are also healthy numbers of
C1s and C2s buying designerwear across most of the retail outlets, so designers can
cultivate this aspirational customer base, who might start out buying something
small and relatively inexpensive, but could be encouraged to save up to buy an
outfit.
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43

People who have bought high-end designer clothing in the last year
Young men especially

More men than women buy designer clothing, and they shop more across all
the retail channels, with the exception of independent boutiques. Men especially like
department stores (22% vs 15%), designer stores (15% vs 5%), online channels
and buying when abroad.

Department stores attract under-45s, but other retail channels shoppers are
more concentrated to under-35s or even under-25s in the case of independent
boutiques and abroad.
Financial constraints

ABs are the most likely people who have bought from all channels in the past
year. However, outlet stores/villages and independent boutiques have a broader
appeal that specifically attracts the aspirational C2s.

Likely visitors to these locations include consumers whose annual income is


25,000-49,999 rather than the 50,000+ income shopper (see Appendix) which is
where most of the designer clothing buyers are clustered. Therefore they will
particularly like outlet stores and villages because of the designer bargains.
FIGURE 40:

Purchase of high-end designer clothes in last year, by outlet


type, by gender, age and socio-economic group, February 2010
Base: 1,852 internet users aged 16+ who have bought clothes from
the four retail types

Department Outlet Independent Abroad Designer Online from Airport Onlin


store
store/ boutique
store
third-party shop
from
village
website
desig
webs
%
%
%
%
%
%
%
%
All

19

16

15

13

10

10

Gender:
Male
Female

22
15

18
15

14
16

16
10

15
5

13
7

10
8

11
3

Age:
16-24
25-34
35-44
45-54
55+

27
21
22
13
12

22
19
15
12
14

22
16
16
14
10

20
13
14
10
8

18
14
10
6
2

14
15
12
6
3

13
12
8
7
5

12
12
8
4
1

Socio-economic
group:
AB
C1
C2
DE

26
17
18
9

20
14
19
9

18
14
17
11

20
10
10
8

14
9
8
6

10
9
14
5

12
8
8
6

10
5
8
4

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44

Source: GMI/Mintel
People who have bought high-end designer clothing, but longer than a year
ago
Women have cut back more than men

Fairly equal numbers of men and women have bought high-end designer
clothing more than a year ago at department stores and independent boutiques. As
far fewer women than men have bought in the last year (15% vs 22%), this
indicates that women have cut back spending on clothing in 2009 more than men.

Possibly the mens designer market has been rather more dynamic in the past
year: more designers have been focusing on menswear/opening men-only boutiques
and also some entering the sector for the first time (see Whos Innovating? section).
Older age groups reprioritising spending away from clothes?

The age of consumers buying from department stores and independent


boutiques more than a year ago shows a much more equal distribution with similar
proportions of the 35-44s and over-45s as the younger age groups.

This suggests that older age groups have had to cut back the most in the past
year. They may have been paying off mortgage debt, saving more or reprioritising
their spending, ie doing up the house.

Websites such as Net-A-Porter attracted a fairly broad age range of ABC1


consumers buying more than a year ago, as well as the less affluent household
income groups (see Appendix). However, designers own websites have a more niche
appeal.
FIGURE 41:

Purchase of high-end designer clothes more than one year


ago, by outlet type, by gender, age and socio-economic group,
February 2010
Base: 1,852 internet users aged 16+ who have bought clothes from
any of the given groups of retailers
Department Independent Outlet Abroad Airport Designer Online from
store
boutique
store/
shop
store
third-party
village
website
%
%
%
%
%
%
%
All

24

23

23

20

17

13

10

Gender:
Male
Female

24
25

24
23

25
22

21
19

18
16

15
12

12
8

Age:
16-24
25-34
35-44
45-54
55+

28
25
23
22
22

23
26
25
20
22

23
25
26
24
18

20
21
25
14
17

22
16
20
18
10

14
16
18
13
6

14
13
11
8
4

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45

Socio-economic
group:
AB
C1
C2
DE

27
25
22
19

28
23
22
16

26
25
19
19

24
21
16
12

20
18
15
12

17
10
15
10

13
10
8
7

Source: GMI/Mintel
What high-end designer clothing is bought, and where from?

Looking at the various retail channels from where designer clothing buyers
purchase their clothes, it appears that they are quite promiscuous in their behaviour.
Department stores are in the lead (84%) but only slightly ahead of designer stores
(77%) and independent boutiques (70%). It is also seen that these consumers are
keen on a designer discounted bargain, as 68% purchase from outlet stores/villages.

In terms of the clothing products they buy:

Department stores are most popular for all categories probably because of
the choice they offer except for jeans where designers own stores have a slight
edge. Consumers may be slightly more brand-loyal to a designer for jeans than
anything else because they like the cut/fit which is so important in jeans. Men are
particularly keen jeans buyers.

Both online channels (ie designers own and third-party websites) are
strongest for jeans they can offer a huge choice in style, cut, fit and price points.

Designer stores are least popular for casualwear perhaps there is not
enough specialness and differentiation in basic lines (ie T-shirts/sweatshirts etc) to
justify the price. In contrast, this product category is strongest for outlet
stores/villages. Trade experts have indicated that this lower end of the designer
market has been harder hit than the upper-end products that have more design
input.

Independent stores have a particular strength in formalwear their


differentiated choice and personal service may include special fitting and alteration
services.
FIGURE 42:

Types of high-end designer clothes bought, by outlet type,


February 2010
Any
Casualwear (eg Jeans Coats* Formal (eg
Other
clothes T-shirts,
shirts/blouses, clothes
shirts/blouses,
suits, skirts
(eg
skirts etc)
etc)
jumpers
etc)
Base: internet 429
192
168
98
156
134
users aged
16+ who buy
high-end
designer
clothes
%
%
%
%
%
%
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46

Department
store (eg
Harvey
Nichols,
Selfridges etc)
Designer store
(eg Gucci etc)
Independent
boutique
Outlet
store/village
(eg Bicester
Village,
Cheshire Oaks
etc)
Abroad (eg
New York,
Paris etc)
Airport shop
Online from
the designers
website (eg
gucci.com etc)
Online from
third-party
website (eg
Net-A-Porter
etc)

84

87

82

88

87

85

77

77

83

81

83

81

70

71

71

72

74

71

68

72

73

68

69

67

66

67

69

67

71

63

55
49

54
50

60
57

47
43

58
49

52
46

48

48

56

44

47

48

* small sub-sample (75-100)


Source: GMI/Mintel

Designer/Upmarket Clothing - UK - March


2010
High Street Designer/Celebrity Ranges
Key points

Overall, designer clothing buyers are keener on all the high street
designer/celebrity ranges than the upmarket high street or mid-market
buyers. This shows that these people are happy to mix high street with the
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47

designer and upmarket clothes they already have in their wardrobes.

Mid-market buyers are the least interested in these ranges (34%


have not bought). They do not appear particularly interested in the
opportunity to access a designer name more cheaply through a high street
diffusion line.
The rise of the high street designer collection

There has been a huge explosion of designer and celebrity ranges sold in high
street retailers over the past ten years. Debenhams was one of the pioneers,
launching Designers at Debenhamsin the early 1990s. It has been a very
successful strategy in creating a halo effect for Debenhams overall attracting
more aspirational shoppers to the stores, enabling existing customers to trade up
and for all those customers to access a designer label at middle market price points.

Marks & Spenceris also established with its Autograph range although the
only real designer involved in that sub-brand now is Timothy Everest in menswear.
M&S has changed its strategy regarding designer/celebrity collaborations and is now
more involved with one-offs mostly notably with limited edition collections from
Zandra Rhodes and Patricia Field (designer for Sex and the City).

H&Mhas probably caused the most frenzy in the media and among shoppers
via its collaborations with high-profile designers creating limited edition ranges once
a year (November). Starting with Karl Lagerfeld in 2004, it has also worked with
Stella McCartney, Viktor & Rolf, Roberto Cavalli and most surprisingly as it is a very
non-commercial house Comme des Garcons. There have also been ranges by
Madonna and Kylie Minogue.

H&Ms strategy also is evolving moving away from the once-a-year launch
and having designer offers on a more seasonal ongoing basis. This year H&M has
worked with Jimmy Choo and Sonia Rykiel, the latter having designed two outerwear
capsule collections and one underwear.

Topshopis also well established in using (mostly small UK) designers to


create capsule collections, but its collaboration with model Kate Moss is now
established for four years and reportedly big business for Arcadia. While Moss herself
is now 35, her iconic status among Topshops core customers of 14-24s is the crucial
success factor here.

Peacockswas undoubtedly inspired by Topshops success here and is a


relatively new entrant into this sector with a range designed with singer-turneddesigner Pearl Lowe. New Look, in contrast, just briefly flirted with a range by
singer Lily Allen and has now established a very credible designer offer with Giles
Deacon.
Who buys high street designer/celebrity ranges?
Have you ever bought clothes from any of the following high street
designer/celebrity clothing ranges?

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48

FIGURE 43:

Purchase of high street designer/celebrity clothing ranges, by


buyer types, February 2010
All

Any
designer
wear
buyer
429

Any
upmarket
high street
buyer
724

Any midmarket
buyer

35

41

43

40

32
12

48
28

49
24

37
15

12
11
9
8

19
16
19
19

16
12
16
16

14
12
10
10

6
5
2
42

14
15
6
20

13
10
4
23

7
6
2
34

Base: internet users aged 16+ who 1,970


buy clothes
%
M&S (eg Autograph, Timothy
Everest, Zandra Rhodes, Patricia
Field)
Designers at Debenhams
H&M (eg Stella McCartney,
Madonna, Matthew Williamson,
Jimmy Choo)
New Look Giles Deacon
Peacocks Pearl Lowe
Topshop Kate Moss
Topshop other designers eg
Christopher Kane
Oasis the designer collective
GapKids Stella McCartney
Uniqlo Jil Sander
I have never bought clothes from
any of these ranges

1,617

Note that the responses by buyer type do not cluster around the average response
for all respondents as the research also included a fourth group Discount/Value
Buyers (ie from stores such as Primark and Matalan) whose responses have been
excluded from this report
Source: GMI/Mintel

Overall, designer clothing buyers are keener on all the high street
designer/celebrity ranges than the upmarket high street or mid-market buyers. The
exceptions are the M&S and Debenhams ranges, which have a much broader appeal.

This shows that these people are happy to mix high street with the designer
and upmarket clothes they already have in their wardrobes.

Mid-market buyers are the least interested in these ranges (34% have not
bought). They do not appear particularly interested in the opportunity to access a
designer name more cheaply through a high street diffusion line, although they
might buy real designer clothing at a discount from a designer outlet/village.

H&M has been the most successful in attracting the more affluent designer
buyer to its ranges (28% of these shoppers have bought) and also upmarket high
street buyers (24%). Its more recent strategy of having more frequent collaborations
is most likely designed to keep these aspirational shoppers coming through the doors
on an ongoing basis.
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49

FIGURE 44:

Most popular stores where high street designer/celebrity


clothing ranges are bought, by gender, age and socio-economic group,
February 2010
Base: 1,152 internet users aged 16+ who have bought any of ranges
M&S Designers at H&M New Peacocks Topshop
Debenhams
Look
Kate
Moss
%
%
%
%
%
%

Topshop Oasis GapKids


other
designers
%
%
%

All

59

54

21

21

19

15

14

11

Gender:
Male
Female

56
61

49
58

18
24

12
29

14
23

11
18

17
13

9
12

10
8

Age:
16-24
25-34
35-44
45-54
55+

33
46
59
71
86

44
63
60
55
47

34
28
20
16
7

36
25
15
20
10

25
15
17
25
14

28
19
11
14
4

34
15
7
14
4

11
14
12
12
5

4
9
16
10
3

Socio-economic
group:
AB
C1
C2
DE

67
54
59
49

58
50
55
51

24
22
18
16

18
16
29
31

13
18
24
28

15
13
15
18

14
15
16
13

12
7
15
10

9
6
12
10

Source: GMI/Mintel
Analysing the demographics of the purchasers of any of the high street
designer/celebrity ranges raises the question as to how successful these retailers are
being in actually increasing their sales by introducing such collections.
Key points:

M&Sdesigner ranges are mostly bought by over-35 Abs, which is their


existing core customer. The challenge is to attract more 25-34s.

Debenhamsranges are mostly bought by ABs which has raised its


demographic status, although with most being 25-44, more could be done to attract
the younger twentysomething shopper as well.

H&Mhas clearly been a big hit with the ABC1 under-35s a more affluent and
slightly older profile than its core customer but more could be done to increase
this.

Topshopscollaboration with Kate Moss and other designers does not appear
to have moved it much out of its core 14-24 age appeal but it does have a broader
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50

range across the social grades which is positive.

New Look and Peacocksdo not appear to be appealing much outside their
young and budget-constrained existing customer profile. It will be positive if they are
encouraging more of their customers to trade up to these celebrity/designer ranges,
but the challenge is to increase the appeal to more affluent and aspirational buyers.

GapKids with the Stella McCartney range appears to have been a major
success among 35-54-year-olds, especially men. Buyers are more oriented to the
less affluent C2DE social grades (Gaps main customers are more ABC1) who have
clearly decided that this range is worth it and come in when perhaps they would
not ordinarily to buy from the range for a special gift. They could be parents or,
more likely, other family members and friends.
Key analysis: While M&S has Timothy Everest and Debenhams has some
menswear Designers at Debenhams collections, virtually all of the other
high street designer/celebrity collaborations are aimed at women. This is
interesting as the research for this report shows that men are the highest
designer buyers. This suggests that retailers could get more men through
the doors by launching some collaborations aimed at them. Our cluster
group analysis shows that many men are Designer Status Seekers, so they
might choose only the real designer labels, or collections from designers
with the right level of status, such as limited editions or a restricted number
of pieces.

Designer/Upmarket Clothing - UK - March


2010
Attitudes towards Designer Clothes
Key points

Design, fabrics and the feelgood factor are the top three positive
attributes of designer clothing, rated most highly by all adults (26%, 20%
and 17%).

Men and women are very different in their attitudes. Women are
keener on designer clothing based on the practical and tangible qualities of
designer clothing (style/cut/quality), whereas men are more interested in
what wearing designer clothing can do for them (feel good/fit in with or
stand out from the crowd).

Inability to afford and guilt about spending a lot of money on


designer clothes are the two key reasons preventing upmarket high street
buyers, and mid-market buyers in particular, from trading up.

Three target groups have been identified by Mintels analysis of


consumers responses to the questions in this survey. They are identified as
Disinterested (57% of the population), Designer Status Seekers (22%) and
Hard-up Admirers (21%).

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51

Here, consumers were asked:


Which of the following attitudes about designer clothes would you agree with?
FIGURE 45: Attitudes towards designer clothes, February 2010

Base: 1,970 internet users aged 16+ who buy clothes


All
Any
Any
designer upmarket
buyer
high
street
buyer
%
%
%
Designer clothes are
26
designed/styled/cut better
Designer clothes are made from better- 20
quality fabrics
Wearing designer clothing feels good
17
Wearing designer clothes gives people 12
status and respect
I wear similar designer labels to my
7
friends
I wear designer clothes to stand apart 6
from my crowd of friends
I have low outgoings (eg no
5
rent/mortgage) so I can afford to buy
designer clothes
I have made sacrifices in other areas of 4
spend (eg holidays) so I can afford
designer clothes
I like to own the same clothes that I
3
see celebrities wearing
Buying designer clothing is my main
2
indulgence
None of these
57

Any midmarket
buyer
%

50

45

29

41

36

23

39
29

34
22

20
13

21

15

19

12

15

11

11

14

25

52

Source: GMI/Mintel
In this first section we focus on the positive attitudes, and key findings are:

Design, fabrication and the feelgood factor are the top three positive
attributes of designer clothing, rated most highly by all adults (26%, 20% and 17%).
Designer buyers are more likely to have these attitudes than upmarket or midmarket high street buyers.

However, designer buyers are far more likely than average to show tribal
tendencies in their attitudes: they are three times more likely to say they wear
similar designer labels to their friends (21% vs 7% of all) or as a polarised
opposite to say they wear designer clothes to stand apart from their crowd of
friends (19% vs 6% of all).
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52

Designer buyer tribalism can be a marketing opportunity as trends and styles


can be influenced by many different things from celebrities to music/bands to films
and cultural references. A clear message about the references and influences will be
the trigger for either customer type PLUs (people like us) or Individuals. This is
compounded by the fact that nearly three in ten designer buyers think that wearing
designer clothes gives people status and respect.

In menswear, Ben Sherman and Ted Baker are good examples. The former
had a British/lads/skinheads/football terraces culture but has evolved into something
more grown up now. Ted Baker has its lads/peacocks dressing up for a night out
image (getting Bakered up). Paul Smith has a quirky yet sophisticated English
eccentricity.

The feelgood factor of wearing designer clothes is felt twice as strongly by


upmarket high street buyers (34% vs 17% of all), only just behind designer buyers
(39%). This indicates their emotional feelings about such clothing and this would be
a key element in marketing communications to tempt them.

Any opportunity to tempt mid-market buyers to trade up needs to focus on


the attributes of design, style and cut as this is what they are most positive about.
This could be linked to quality and longevity. All of these will contribute to the
tempting message that designer clothing really is worth it.
Positive attitudes: Who thinks what
FIGURE 46:

Attitudes towards designer clothes, by gender, February 2010

Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel

Women are more likely than men to agree that designer clothes are
design/styled/cut better (66% vs 53%) and made from better-quality fabrics (52%
vs 43%).

Men are more likely than women to agree with the more emotional/tribal
attitudes. They are more likely to agree that wearing designer clothes gives people
status and respect (32% vs 22% of women), and to wear similar designer labels as
their friends (21% vs 11%) or wear designer labels to stand apart from the crowd
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53

(18% vs 8%).

This indicates that women could be basing their purchasing decisions on more
practical and tangible qualities of designer clothing (style/cut/quality), whereas men
are more interested in what wearing designer clothing can do for them (feel good/fit
in/stand out).

There is also an age and status split: people who agree about the practical
attributes of designer clothing are more likely to be over-35s, and especially over45s, and married. People who agree with the status and tribalism attitudes are more
likely to be 16-24 and single.

Interestingly, the feelgood factor is important for both men and women,
broadly across the over-25s, especially ABs and C2s, and rather more likely to be
married (see Appendix). So this marketing message will clearly hit the spot with
most potential buyers.

Designer buyers also go one step further than anyone else. One in ten have
made sacrifices in other areas of spend (eg holidays) so they can afford designer
clothes. This demonstration of devotion is rarely seen in any other area of the
clothing sector.
FIGURE 47:

Most popular attitudes towards designer clothes, by gender,


age and socio-economic group, February 2010
Base: 856 internet users aged 16+ who agree with any of the
statements
Designer Designer
clothes are clothes are
designed/ made from
styled/cut better-quality
better
fabrics

Wearing
designer
clothing
feels
good

I wear
similar
designer
labels to
my
friends

Wearing
designer
clothes
gives
people
status
and
respect
%

I wear
designer
clothes
to stand
apart
from my
crowd of
friends
%

All

60

47

40

27

16

13

Gender:
Male
Female

53
66

43
52

39
41

32
22

21
11

18
8

Age:
16-24
25-34
35-44
45-54
55+

50
50
66
70
73

43
42
49
50
56

36
38
44
42
42

33
31
26
20
20

25
18
12
12
8

23
10
12
13
3

Socio-economic
group:
AB
60
C1
57

47
46

45
32

28
26

20
15

14
12

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54

C2
DE

69
52

51
45

44
35

25
30

15
12

16
9

Source: GMI/Mintel

FURTHER ATTITUDES TOWARDS DESIGNER CLOTHES


Here again, consumers were asked:
Which of the following attitudes about designer clothes would you agree with?
In this second section about more negative attitudes/barriers to spending the key
findings are:

Inability to afford and guilt about spending a lot of money on designer clothes
are the two key reasons preventing mid-market buyers in particular from trading up.
They are also key reasons cited by upmarket high street buyers, though less than
average.

Mid-market buyers could be tempted with diffusion ranges and promotions to


assuage their guilt by highlighting the value/quality of designer clothing. They need
to be clearly shown what the differences/USPs are of designer clothing as they are
slightly more likely than average to say they cant tell a real designer product from a
fake.

Entry-level products such as sunglasses and underwear are popular among


upmarket high street buyers who are twice as likely as average to wear these items.
They may be encouraged to buy more designer clothing with cross-product
promotions perhaps such as buy a dress and get a free pair of sunglasses.

Buying a designer knock-off and/or buying clothing in similar styles to


designer brands is popular among upmarket high street buyers. This shows the
advantage for designers creating special capsule collections for high street retailers
as it encourages these people to buy a designer name affordably rather than
supporting the counterfeiting business.
FIGURE 48:

Attitudes towards designer clothes, by buyer type, February

2010
Base: 1,970 internet users aged 16+ who buy clothes
All

I cant afford to buy designer clothes


I would feel guilty spending a lot of
money on a designer brand
The only designer item I have is
fragrance

Any midmarket
buyer

Any
Any
designer upmarket
buyer
high
street
buyer
%
%

35
32

10
16

23
27

36
34

24

12

18

26

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55

I cant tell a real designer product (ie


22
handbag, belt) from a fake one
Their quality isnt any better than other 20
brands
I can afford to buy designer clothes, but 17
I dont buy them because they are not
worth the money
I wear designer sunglasses/glasses (eg 15
Prada)
I wear designer underwear (eg Calvin
14
Klein)
I have bought a designer knock-off from 12
a market/street vendor/website
I like to buy clothing in styles similar to 8
designer brands (eg Chanel or Dior)
I own a designer handbag/manbag (eg 8
Mulberry, Louis Vuitton)

10

15

23

10

14

21

13

17

18

39

30

17

37

28

15

19

16

13

16

14

10

18

16

10

Source: GMI/Mintel
Negative attitudes/barriers to buying designer clothes: Who thinks what
FIGURE 49: Barriers to buying designer clothes, by gender, February 2010
Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel

Women are more likely than men to say they cant afford designer clothes
(52% vs 30%) and to feel guilty about spending a lot of money on them (44% vs
30%).

Lack of money or guilt is quite equally spread across the age groups but less
so across social grades. Inability to afford is primarily a barrier for those in the
lowest income group (less than 25,000) whereas those who feel guilty include those
earning up to 50,000. So the guilt could come from the fact that their disposable
income needs to be channelled into other spending ie family, home and children.
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56

Although men are more likely than women to buy designer clothes, they are
also more likely than women to believe that designer clothing quality isnt any better
than other brands (30% vs 17%) and isnt worth the money (25% vs 20%). Those
agreeing with the former statement are polarised between the under-25s and the
over-45s, though are fairly equally spread across the social grades and income
brackets. The latter are more likely affluent over-45s. Such negative perceptions
need to be turned around by designer brands.
FIGURE 50:

Most popular attitudes towards designer clothes, by gender,


age and socio-economic group, February 2010
Base: 1,674 internet users aged 16+ who agreed with any of the
statements
I cant
afford to
buy
designer
clothes

I would
The only
feel guilty designer
spending item I
a lot of
have is
money on fragrance
a
designer
brand

I cant tell Their


I can
a real
quality afford to
designer isnt any buy
product
better
designer
(ie
than
clothes,
handbag, other
but I
belt) from brands dont buy
a fake one
them
because
they are
not worth
the
money
%
%
%

All

42

37

29

26

23

20

Gender:
Male
Female

30
52

30
44

17
40

24
28

30
17

25
15

Age:
16-24
25-34
35-44
45-54
55+

45
39
41
43
41

38
40
36
36
36

34
31
22
28
29

24
22
22
28
33

25
20
17
24
30

18
17
16
23
24

Socio-economic
group:
AB
C1
C2
DE

31
48
40
51

35
40
35
37

25
32
30
27

22
27
26
29

24
25
20
23

25
17
19
16

Source: GMI/Mintel
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57

Entry-level opportunities

Entry-level designer products such as sunglasses and underwear are most


popular among 25-44s, with men (especially single men, see Appendix) particularly
keen on underwear.

More could be made of designer underwear for women to boost sales here.
Designer handbags have certainly been popular among women aged 25-44, though
oriented towards the more affluent ABs.

The 16-34s are particularly keen on buying clothing in styles similar to


designer brands, and they offer an opportunity for upmarket high street retailers and
also other high street retailers selling designer/celebrity collections. Affordability is
an issue for some of these in the lower social grades and income levels.
FIGURE 51:

Next most popular statements on designer clothes, by


gender, age and socio-economic group, February 2010
Base: 1,674 internet users aged 16+ who agreed with any of the
statements
I wear
designer
sunglasses/
glasses (eg
Prada)

I wear
designer
underwear
(eg Calvin
Klein)

I have bought I like to I own a


a designer
buy
designer
knock-off from clothing handbag/
a
in styles manbag
market/street similar to (eg
vendor/
designer Mulberry,
website
brands
Louis
(eg
Vuitton)
Chanel or
Dior)
%
%
%

All

17

16

14

10

10

Gender:
Male
Female

19
16

25
8

15
13

8
12

3
16

Age:
16-24
25-34
35-44
45-54
55+

14
22
26
16
7

19
24
20
12
7

18
16
13
13
8

13
12
8
10
8

9
13
11
7
7

Socio-economic
group:
AB
C1
C2
DE

22
16
18
10

19
14
21
8

15
13
15
10

12
7
9
11

13
8
7
8

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
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58

Source: GMI/Mintel

Designer/Upmarket Clothing - UK - March


2010
Target Groups
A typology (target group) is a means of categorising the whole sample of consumers
according to their responses to a specified series of questions. The programme
assesses, by statistical means, to which group of like-minded consumers each and
every member of a sample belongs. This means that each group can be promoted to
in a similar way or will find particular products or retailers attractive. However,
because it is all-inclusive, there will be outliers who are attached to the most
appropriate group but who might still be somewhat individualistic in their
outlook/behaviour.
Mintel has identified three target groups for designer and upmarket high street
clothing retailers based on attitudes towards designer clothes.

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59

FIGURE 52: Target groups for designer clothes, February 2010

Base: 1,970 internet users aged 16+ who buy clothes

Source: GMI/Mintel
Designer Status Seekers (22%)
This group is driven by the positive emotions evoked by wearing designer clothes.
They strongly believe that wearing designer clothing feels good (59% vs 17%
average), and also gives people status and respect (39% vs 12%). Their motivations
for wearing designer clothes are largely linked to their self-esteem, social standing
and milieu: tribally they are polarised between wearing similar designer labels to
their friends (24% vs 7%) and wearing designer clothes to stand apart from the
crowd (21% vs 6%). They are very into the entry-level designer products, wearing
sunglasses (49% vs 15%) and underwear (48% vs 14%), and they are not averse to
buying designer knock-offs (21% vs 12%).
Who are the Designer Status Seekers?

More likely men than women (27% vs 16%).


More likely to be single than married.
16-44, AB and C2.
They are the most likely to buy designer clothing (63%), especially
casualwear, and also upmarket high street clothes (78%) where they buy across all
product categories.

Most likely to buy from department stores (76%), independent boutiques


(66%), designer stores and/or abroad (both 60%).

Least likely to have cut back spending this year.

Most likely of all the groups to buy online from both a designers website
(39%) and from a third-party website (42%).

Of the high street designer/celebrity clothing ranges, while the greatest


percentage have bought from M&S and Designers at Debenhams, they are much
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60

more likely than average to have bought from H&M (27% vs 12%), Topshops Kate
Moss (20% vs 9%) and GapKids Stella McCartney (15% vs 5%).
Marketing message: These people are keen on designer clothing and their
emotional connection with it means they can be very open to marketing
messages about new ranges and launches. The male-oriented profile makes
them key target customers to buy both for themselves (they appear to be
peacocks, making a real statement about who they are via what they wear)
and for their girlfriends. They can also be seduced by designer
childrenswear. They mostly have the money to indulge and if they dont,
then Mintel feels fairly assured that they will find the means if they really
want something.
Hard-up Admirers (21%)
This group is most likely to say that they just cannot afford to buy designer clothing
(57% vs 35% average). However, they are admirers of designer clothing: they are
most likely to agree they are designed/styled/cut better (66% vs 26%) and are
made from better-quality fabrics (52% vs 21%). The only designer item they have is
fragrance (45% vs 24%) and they do not buy into other entry-level designer
products such as sunglasses, underwear or handbags: they would feel guilty
spending a lot of money on a designer brand (43% vs 32%).
Who are the Hard-up Admirers?

More likely to be women than men (27% vs 15%).


Under-35s, across all social grades.
More likely to be single than married.
More likely to be working part-time.
When spending on designer clothing they are more likely to buy jeans and
formalwear, but they are also more likely than average to buy formalwear from
upmarket high street retailers.

They are most likely to buy from department stores, independent boutiques
and outlet stores/villages.

They are most likely to have cut back their spending this year compared to
what they spent more than a year ago.

However, their spending via websites such as Net-A-Porter has remained


stable this year compared to previously (13%).

Of the high street designer/celebrity ranges they are most likely to have
bought from Designers at Debenhams (41%) but are much more likely than average
to buy from New Look Giles Deacon (19% vs 12% average) and Topshops Kate Moss
and other designers (13% vs 9% and 8%).
Marketing message: This group is certainly interested but is constrained
largely by their finances; even those with a good household income may
need to channel it into other areas ie if they were single mothers they
would feel guilty about spending on designer clothing. The key opportunity
is to ease them into spending with entry-level designer products it is
surprising that so few are into designer sunglasses for example and also
the more premium level designer ranges in high street stores and more
upmarket high street retailers. They will be attracted by the promise of
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61

great quality, cut and fit, especially if the purchase can be justified for a
new job/interview/special occasion etc.
Disinterested (57%)
The Disinterested group accounts for nearly six in ten of the adult population,
showing that many people are just not into designer clothing. This group is defined
by not have any positive attitudes about designer ranges indeed they register zero
agreement with most of the positive statements. However, they are rather negative:
they believe designer clothing quality isnt any better than other brands (29% vs
20% average), they cant tell a real designer product from a fake one (26% vs 22%)
and although they can afford to buy designer clothes, they dont think they are worth
it (19% vs 17%).
Who are the Disinterested?

Equally likely to be men and women, oriented to the over-45s.


C1C2DE social grades.
Married or separated/divorced/widowed.
Just 6% have bought any designer clothes, and they are below-average
purchasers of all clothing apart from discount fashion clothes.

Of all the stores they buy clothes from (which is below average in all cases)
they gravitate to outlet stores/village, department stores and independent boutiques.

Those who have bought high street designer/celebrity ranges are most likely
to have bought from Marks & Spencer and Designers at Debenhams.
Marketing message: This is a very difficult group to target as they are so
disinterested in clothing generally, especially designer clothing as they
cannot see the benefits/differences. The key opportunity is for the midmarket and discount retailers (the latter not covered in this report) to
interest them in trading up to more premium lines, focusing perhaps on the
quality and longevity values and perhaps by encouraging purchase of
higher-priced outfits for a special occasion.

Designer/Upmarket Clothing - UK - March


2010
Appendix Internal Market Environment
FIGURE 53:

Expenditure on womenswear, 2006-09

Base: women aged 15+


2006

2007

2008

2009

% point
change

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62

2006-09

Any womenswear:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

13.6
2.8
7.4
16.3
17.3
14.9
7.2
9.7
10.9

13.8
2.2
7.5
16.4
16.1
15.7
8.1
9.0
11.2

15.0
2.4
8.2
15.9
16.8
15.2
6.9
8.5
11.3

16.5
2.2
7.3
15.9
16.0
15.2
6.5
9.5
11.0

+2.9
-0.6
-0.1
-0.4
-1.3
+0.3
-0.7
-0.2
+0.1

Dresses:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

66.5
1.9
5.4
11.2
7.6
3.8
1.8
0.8
1.1

65.2
1.9
4.8
12.1
8.0
4.1
1.7
1.1
1.0

64.2
1.7
4.6
11.6
8.8
4.4
1.9
1.4
1.4

61.1
1.8
4.9
12.3
10.5
4.7
2.2
1.2
1.4

-5.4
-0.1
-0.5
+1.1
+2.9
+0.9
+0.4
+0.4
+0.3

Skirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

43.4
4.7
13.7
21.1
10.5
3.7
1.9
1.0

47.4
4.4
13.0
19.7
9.5
3.4
1.4
1.1

51.5
5.7
11.9
17.5
8.2
3.3
1.1
0.8

55.6
4.4
11.5
16.0
8.2
2.5
1.1
0.6

+12.2
-0.3
-2.2
-5.1
-2.3
-1.2
-0.8
-0.4

Blouses/tops:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

24.6
6.6
14.2
26.6
15.9
7.3
3.0
1.7

24.7
6.0
14.5
24.9
16.9
7.7
3.2
2.1

27.4
6.0
13.6
23.6
16.4
7.5
3.0
2.4

27.4
5.6
14.5
23.5
16.7
7.2
3.0
2.1

+2.8
-1.0
+0.3
-3.1
+0.8
-0.1
+0.4

Jumpers/cardigans/sweatshirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199

36.4
4.6
13.9
22.2
13.5
5.4
3.0

34.4
4.4
14.1
23.0
14.3
5.9
2.6

40.3
4.3
12.8
20.4
13.3
5.2
2.2

37.7
4.9
12.3
21.6
13.8
5.8
2.4

+1.3
+0.3
-1.6
-0.6
+0.3
+0.4
-0.6

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63

200 or more

1.1

1.2

1.5

1.5

+0.4

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel
FIGURE 54: Expenditure on menswear, 2006-09

Base: men aged 15+


2006

2007

2008

2009

% point
change
2006-09

Any menswear:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

16.8
2.8
11.7
20.3
19.1
11.3
6.4
6.3
5.2

18.3
2.6
10.5
20.0
19.0
10.8
7.1
6.5
5.2

19.0
2.7
11.0
19.7
18.4
11.3
7.0
6.0
4.9

17.9
2.6
10.6
20.2
19.8
10.0
7.1
6.8
5.1

+1.1
-0.2
-1.1
-0.1
+0.7
-1.3
+0.7
+0.5
-0.1

Shirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

39.4
5.4
13.8
19.9
12.7
5.9
1.7
1.2

40.1
5.2
13.6
20.0
12.4
5.5
1.9
1.3

42.4
5.8
13.1
19.3
11.3
5.3
1.7
1.0

41.4
5.9
12.2
20.2
12.0
4.9
1.8
1.5

+2.0
+0.5
-1.6
+0.3
-0.7
-1.0
+0.1
+0.3

Jumpers and
sweatshirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150 or more

60.0
3.8
7.9
15.5
7.7
2.9
2.1

56.8
3.6
9.6
14.9
9.8
3.2
2.2

57.2
3.3
9.4
15.3
9.2
3.9
1.6

53.5
4.3
9.1
17.5
9.7
3.6
2.3

-6.5
+0.5
+1.2
+2.0
+2.0
+0.7
+0.2

Ties:
Nothing
Under 10
10-19
20-49
50 or more

76.9
7.2
7.6
5.3
3.0

77.0
7.9
7.8
4.8
2.5

79.4
6.8
7.0
4.5
2.2

78.3
6.8
7.8
4.8
2.3

+1.4
-0.4
+0.2
-0.5
-0.7

Underwear:
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64

Nothing
Under 10
10-19
20-49
50-99
100 or more

31.3
16.5
25.1
20.7
5.3
1.1

32.8
16.7
25.8
19.4
4.0
1.4

32.5
16.1
26.7
18.8
4.6
1.3

33.5
16.2
26.1
18.7
4.3
1.3

+2.2
-0.3
+1.0
-2.0
-1.0
+0.2

Socks:
Nothing
Under 10
10-19
20-49
50 or more

27.9
29.0
29.7
11.4
2.0

30.1
29.0
28.5
10.4
2.0

30.4
27.7
29.0
10.8
2.0

30.4
28.1
28.4
11.6
1.5

+2.5
-0.9
-1.3
+0.2
-0.5

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel

Designer/Upmarket Clothing - UK - March


2010
Appendix Broader Market Environment
FIGURE 55:

Trends in statements on appearance, fashion, clothing, by


demographics, 2009

Base: adults aged 15+


I look after
my
appearance,
my image

It is
important
to me to
look well
dressed

I have I buy
a very clothes
good for
sense comfort,
of
not for
style style

It is
important
to be
attractive
to the
opposite
sex
%

All

62.2

44.5

55.7

43.3

46.1

Gender:
Men
Women

56.5
67.7

49.1
40.1

51.3
59.8

40.5
46.0

48.9
43.5

Age group:
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65

15-24
25-34
35-44
45-54
55-64
65+

70.0
63.8
59.3
57.3
59.9
63.0

59.7
59.5
49.3
39.1
33.9
27.8

67.2
57.7
50.2
49.4
53.1
56.7

62.4
50.6
40.8
36.4
35.1
36.0

30.1
37.4
38.4
50.5
58.2
60.9

Socio-economic group:
AB
C1
C2
D
E

60.6
64.6
63.0
59.7
61.6

46.8
45.0
45.3
42.4
36.2

57.7
56.9
55.6
51.3
53.1

42.7
43.5
45.1
42.1
42.6

42.6
44.2
46.9
50.4
54.4

Presence of children:
Under 1 year
1-4 years
5-9 years
10-15 years
No children in household

61.1
59.7
59.8
61.7
62.9

58.1
53.0
49.2
47.7
41.4

59.1
53.4
54.1
54.8
56.2

43.8
42.6
45.1
44.8
42.5

34.6
38.8
37.9
38.6
49.9

Marital status:
Single
66.7
Married/living as married
59.8
Separated/divorced/widowed 64.8

54.3
42.5
35.5

62.0
52.9
56.3

55.7
39.3
38.9

36.5
48.1
54.7

Working status:
Full-time
Part-time
Not working

61.3
64.7
62.1

53.3
45.6
37.5

54.6
57.7
55.8

44.0
45.4
42.1

42.1
40.2
51.2

Household size:
1 person
2 persons
3 persons
4 persons
5 persons+

64.1
63.5
61.1
58.7
63.8

38.5
39.5
48.2
51.8
50.4

55.8
55.7
55.2
55.2
57.5

40.9
40.5
44.2
45.8
51.2

52.6
52.0
41.8
38.2
38.6

Region:
Greater London
South East/East Anglia
South West
Wales
East and West Midlands
North West
Yorkshire and Humberside
North
Scotland

63.8
60.9
57.2
57.7
62.7
64.1
63.1
65.5
65.1

48.8
44.8
42.1
45.1
43.8
41.3
45.7
42.0
44.5

57.1
55.8
49.4
53.5
56.2
57.2
55.0
59.1
56.7

48.2
41.4
39.6
45.2
42.2
45.2
43.4
44.6
43.2

41.2
45.6
53.5
49.4
46.5
45.0
44.6
48.7
46.1

Lifestage:
Pre-/no family
Families

68.2
58.4

59.9
49.5

61.6
52.7

57.4
41.7

33.2
39.8

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66

Third age
Retired

59.5
63.0

35.4
27.8

51.9
56.7

35.8
36.0

55.5
60.9

Special Groups:
ABC1 pre-/no family
69.0
ABC1 family
58.6
ABC1 third age
60.5
ABC1 retired
62.6
Two full-time earners
62.9
One-person households under 62.4
65

59.1
52.9
37.0
28.4
50.3
49.0

62.9
55.0
53.6
57.5
56.1
53.0

55.1
42.0
37.1
35.6
43.6
42.4

31.8
36.8
52.5
58.2
42.2
47.6

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2009 (Apr-Mar)/Mintel
FIGURE 56: Trends in statements on appearance, fashion, clothing, by demographics,

2009 (continued)
Base: adults aged 15+

I
usually
wear
jeans

I like to
keep up
with the
latest
fashions

I really
enjoy
shopping
for
clothes

A
I spend I like
'designer' a lot of to
label
money stand
improves on
out in
a person's clothes a
image
crowd
%
%
%

All

59.2

23.2

34.6

9.4

17.3

13.8

Gender:
Men
Women

63.0
55.6

17.2
28.9

22.7
45.8

11.1
7.7

14.8
19.8

14.9
12.7

Age group:
15-24
25-34
35-44
45-54
55-64
65+

80.4
79.0
74.9
62.7
43.2
20.8

45.3
31.9
20.7
16.2
13.4
13.5

55.3
46.2
30.7
26.6
24.9
25.6

20.1
11.9
6.6
6.0
4.8
7.1

39.5
20.8
12.9
12.7
9.7
9.8

29.0
19.6
13.4
9.6
8.1
4.7

Socio-economic group:
AB
C1
C2
D
E

54.3
61.0
63.8
61.0
53.8

22.7
24.3
23.7
22.1
21.8

33.2
35.4
35.1
33.0
37.7

8.7
8.5
9.1
11.2
11.8

16.9
18.0
17.6
17.0
16.3

14.9
14.3
12.8
12.3
13.5

Presence of children:
Under 1 year
1-4 years

83.1
79.1

33.2
27.1

48.0
42.1

12.6
8.3

20.0
16.6

10.3
15.8

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
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67

5-9 years
10-15 years
No children in household

75.7
71.7
51.4

27.1
27.7
20.8

40.8
38.3
31.7

10.3
10.7
8.9

17.1
20.6
16.5

14.9
15.0
13.2

Marital status:
Single
73.8
Married/living as married
58.1
Separated/divorced/widowed 38.9

36.5
19.0
18.3

45.6
31.1
30.6

16.2
7.3
6.5

30.2
13.4
11.8

24.4
10.8
8.1

Working status:
Full-time
Part-time
Not working

70.5
66.3
48.3

22.4
28.8
21.9

31.1
43.9
34.0

9.3
7.5
10.0

17.2
20.2
16.5

15.7
14.5
12.1

Household size:
1 person
2 persons
3 persons
4 persons
5 persons+

43.9
49.1
69.9
73.4
71.6

19.3
18.1
26.5
28.4
31.7

30.0
30.6
37.2
39.3
42.6

7.3
7.3
9.2
12.4
14.5

13.8
14.7
18.5
20.2
24.9

10.6
11.0
17.1
16.0
18.4

Region:
Greater London
South East/East Anglia
South West
Wales
East and West Midlands
North West
Yorkshire and Humberside
North
Scotland

62.2
59.8
55.6
53.7
58.1
60.7
61.4
57.8
59.2

25.5
21.7
19.6
21.1
22.9
24.1
25.6
26.6
23.9

40.9
34.0
27.2
32.2
34.1
32.9
36.6
38.0
34.8

11.7
8.2
8.4
10.5
8.2
10.9
8.0
11.6
9.7

19.7
16.0
12.9
15.8
17.3
17.5
19.0
20.0
19.3

19.3
13.6
11.6
11.3
12.9
14.3
13.0
13.9
11.8

Lifestage:
Pre-/no family
Families
Third age
Retired

78.4
75.1
51.2
20.8

37.0
24.8
14.3
13.5

45.4
38.4
25.8
25.6

16.1
8.4
5.0
7.1

30.6
15.5
11.2
9.8

25.8
13.4
8.6
4.7

78.5
72.9
48.5
18.6
70.0
63.7

36.9
25.2
14.4
14.1
22.0
22.5

43.7
37.3
27.1
26.2
32.2
30.8

15.0
7.8
4.8
5.6
8.5
7.1

29.6
14.9
12.6
10.4
15.2
15.4

26.5
14.1
9.4
5.3
14.0
15.4

Special Groups:
ABC1 pre-/no family
ABC1 family
ABC1 third age
ABC1 retired
Two full-time earners
One-person households
under 65

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2009 (Apr-Mar)/Mintel

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

68

FIGURE 57: Trends in statements on appearance, fashion, clothing, by demographics,

2009 (continued)
Base: adults aged 15+

I make
my
clothes
last

I try to
dress in
the most
practical
way

I dress
in a
young
style

Every
When
season I purchasing
buy
clothes I care
some
more about
new
style and
clothes attractiveness
than quality
%
%

All

82.2

75.3

37.2

38.5

25.6

Gender:
Men
Women

82.4
82.1

73.0
77.6

34.9
39.4

26.2
50.1

20.2
30.7

Age group:
15-24
25-34
35-44
45-54
55-64
65+

73.8
81.4
82.8
84.3
86.1
84.7

58.1
69.9
76.5
80.4
83.9
82.2

70.0
57.9
36.2
27.3
22.4
13.9

51.1
44.1
37.2
34.7
34.7
30.9

46.5
29.8
23.0
17.9
19.3
18.5

Socio-economic group:
AB
C1
C2
D
E

83.2
82.7
82.5
79.3
82.2

76.8
76.7
74.9
72.0
73.1

35.5
40.3
37.3
36.4
33.0

41.4
40.5
38.1
33.3
32.8

20.4
26.5
28.9
28.1
26.7

Presence of children:
Under 1 year
1-4 years
5-9 years
10-15 years
No children in household

81.6
81.1
80.4
80.7
82.9

66.2
74.1
74.2
71.2
76.5

56.3
50.4
44.2
42.2
32.9

45.1
43.7
39.9
40.3
37.0

35.1
30.4
27.7
28.9
23.7

Marital status:
Single
78.4
Married/living as married
83.1
Separated/divorced/widowed 85.1

64.4
78.6
80.2

58.2
32.0
23.1

45.3
36.3
35.9

36.4
22.2
21.6

Working status:
Full-time
Part-time
Not working

74.0
74.7
76.5

41.4
42.9
32.0

36.6
47.6
36.8

24.0
30.2
25.2

83.1
80.5
82.2

Household size:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

69

1
2
3
4
5

person
persons
persons
persons
persons+

85.7
84.4
80.4
79.8
76.9

78.2
79.5
73.5
69.9
69.9

27.6
31.0
43.1
45.3
47.8

35.8
36.2
39.4
41.9
42.9

21.2
22.0
27.1
30.9
32.6

Region:
Greater London
South East/East Anglia
South West
Wales
East and West Midlands
North West
Yorkshire and Humberside
North
Scotland

76.8
84.1
87.2
81.3
83.0
81.4
82.0
80.3
81.5

73.2
77.4
78.1
74.7
76.0
74.6
73.0
71.9
74.5

42.6
35.9
33.3
36.7
36.7
38.3
40.0
37.0
34.0

43.3
38.4
34.1
36.7
37.1
37.3
36.6
38.4
43.5

25.4
24.0
24.5
26.0
26.1
28.6
25.9
26.7
25.7

Lifestage:
Pre-/no family
Families
Third age
Retired

77.9
82.2
84.9
84.8

63.8
75.1
82.4
82.2

61.1
42.2
24.5
13.8

45.8
40.0
35.0
30.9

36.0
27.2
18.3
18.5

Special Groups:
ABC1 pre-/no family
80.6
ABC1 family
80.8
ABC1 third age
85.3
ABC1 retired
86.3
Two full-time earners
82.4
One-person households under 86.7
65

64.2
76.6
84.2
85.0
75.4
76.0

62.4
41.1
26.6
13.7
37.7
38.8

46.5
42.8
38.7
33.2
38.2
36.6

34.4
24.7
16.0
16.2
23.6
23.1

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2009 (Apr-Mar)/Mintel
FIGURE 58: Trends in statements on appearance, fashion, clothing, by demographics,

2009 (continued)
Base: adults aged 15+
I only buy I wear
I dress in I make I like When
fashionable designer a very
my own others purchasing
clothes
clothes personal clothes to look clothes I care
way
at me more about
style and
attractiveness
than quality
%
%
%
%
%
%
All

22.0

16.4

53.7

5.5

25.4

25.6

Gender:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

70

Men
Women

18.8
25.0

21.1
11.9

47.1
59.9

3.1
7.8

25.2
25.7

20.2
30.7

Age group:
15-24
25-34
35-44
45-54
55-64
65+

43.1
28.1
20.6
14.9
13.9
13.0

38.5
23.4
14.7
11.8
7.7
4.4

57.6
50.1
48.7
54.0
56.9
55.4

9.1
6.5
3.4
5.1
4.6
4.8

44.0
33.4
24.5
19.4
17.3
15.7

46.5
29.8
23.0
17.9
19.3
18.5

Socio-economic
group:
AB
C1
C2
D
E

19.2
22.7
24.9
22.0
21.5

17.1
16.2
17.3
15.2
14.5

54.1
57.3
51.9
49.8
51.5

6.1
5.6
5.1
4.9
6.1

26.0
25.6
24.2
26.6
23.9

20.4
26.5
28.9
28.1
26.7

29.7
24.9
23.7
25.9
20.2

21.2
18.9
17.5
18.2
15.1

39.2
47.6
48.6
52.0
55.6

4.9
5.2
4.4
5.0
5.8

31.0
29.6
28.2
28.3
23.6

35.1
30.4
27.7
28.9
23.7

29.5
13.1

55.7
51.9

7.5
4.7

36.8
21.8

36.4
22.2

7.7

58.1

5.6

21.1

21.6

Presence of
children:
Under 1 year
1-4 years
5-9 years
10-15 years
No children in
household

Marital status:
Single
33.9
Married/living as
18.6
married
Separated/divorced/ 16.1
widowed
Working status:
Full-time
Part-time
Not working

22.4
25.1
20.6

20.8
14.8
13.6

52.3
53.7
54.8

4.2
6.8
6.1

27.3
29.0
22.8

24.0
30.2
25.2

Household size:
1 person
2 persons
3 persons
4 persons
5 persons+

17.1
18.6
24.1
26.0
30.7

10.5
13.4
19.8
19.5
24.5

56.6
56.0
51.6
50.1
52.0

5.9
4.9
5.8
5.4
7.1

22.6
22.0
28.3
28.3
31.6

21.2
22.0
27.1
30.9
32.6

21.9
20.3

20.8
15.1

55.8
54.6

7.4
5.5

32.4
24.0

25.4
24.0

19.7

10.9

55.0

6.5

20.6

24.5

Region:
Greater London
South East/East
Anglia
South West

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

71

Wales
East and West
Midlands
North West
Yorkshire and
Humberside
North
Scotland

23.3
21.8

15.5
15.6

49.4
53.6

3.9
6.5

22.5
24.7

26.0
26.1

24.0
22.6

18.0
19.1

52.4
49.8

4.4
6.0

26.3
25.9

28.6
25.9

26.7
23.1

17.0
16.0

53.9
55.1

3.8
3.3

26.6
24.8

26.7
25.7

35.2
22.8
14.2
13.0

32.4
15.8
9.4
4.4

55.7
47.9
56.7
55.4

8.1
4.3
4.8
4.8

38.4
26.7
17.8
15.6

36.0
27.2
18.3
18.5

Special Groups:
ABC1 pre-/no family 34.2
ABC1 family
20.5
ABC1 third age
13.2
ABC1 retired
13.3
Two full-time earners 22.1
One-person
19.1
households under 65

31.0
15.2
11.5
5.3
17.9
15.2

59.5
49.9
58.3
55.9
52.3
55.8

7.9
4.5
5.3
5.6
4.5
5.4

39.1
28.0
17.7
14.2
25.4
26.9

34.4
24.7
16.0
16.2
23.6
23.1

Lifestage:
Pre-/no family
Families
Third age
Retired

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q3 Kantar Media UK Ltd 2009 (Apr-Mar)/Mintel
Expenditure on menswear and womenswear
FIGURE 59: Expenditure on womenswear, 2006-09

Base: women aged 15+


2006

2007

2008

2009

% point
change
2006-09

Any womenswear:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

13.6
2.8
7.4
16.3
17.3
14.9
7.2
9.7
10.9

13.8
2.2
7.5
16.4
16.1
15.7
8.1
9.0
11.2

15.0
2.4
8.2
15.9
16.8
15.2
6.9
8.5
11.3

16.5
2.2
7.3
15.9
16.0
15.2
6.5
9.5
11.0

+2.9
-0.6
-0.1
-0.4
-1.3
+0.3
-0.7
-0.2
+0.1

Dresses:
Nothing
Under 10
10-19

66.5
1.9
5.4

65.2
1.9
4.8

64.2
1.7
4.6

61.1
1.8
4.9

-5.4
-0.1
-0.5

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

72

20-49
50-99
100-149
150-199
200-299
300 or more

11.2
7.6
3.8
1.8
0.8
1.1

12.1
8.0
4.1
1.7
1.1
1.0

11.6
8.8
4.4
1.9
1.4
1.4

12.3
10.5
4.7
2.2
1.2
1.4

+1.1
+2.9
+0.9
+0.4
+0.4
+0.3

Skirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

43.4
4.7
13.7
21.1
10.5
3.7
1.9
1.0

47.4
4.4
13.0
19.7
9.5
3.4
1.4
1.1

51.5
5.7
11.9
17.5
8.2
3.3
1.1
0.8

55.6
4.4
11.5
16.0
8.2
2.5
1.1
0.6

+12.2
-0.3
-2.2
-5.1
-2.3
-1.2
-0.8
-0.4

Blouses/tops:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

24.6
6.6
14.2
26.6
15.9
7.3
3.0
1.7

24.7
6.0
14.5
24.9
16.9
7.7
3.2
2.1

27.4
6.0
13.6
23.6
16.4
7.5
3.0
2.4

27.4
5.6
14.5
23.5
16.7
7.2
3.0
2.1

+2.8
-1.0
+0.3
-3.1
+0.8
-0.1
+0.4

Jumpers/cardigans/sweatshirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

36.4
4.6
13.9
22.2
13.5
5.4
3.0
1.1

34.4
4.4
14.1
23.0
14.3
5.9
2.6
1.2

40.3
4.3
12.8
20.4
13.3
5.2
2.2
1.5

37.7
4.9
12.3
21.6
13.8
5.8
2.4
1.5

+1.3
+0.3
-1.6
-0.6
+0.3
+0.4
-0.6
+0.4

Taken from the TGI survey of around 25,000 adults


Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel
FIGURE 60: Expenditure on menswear, 2006-09

Base: men aged 15+


2006
%
Any menswear:
Nothing
16.8
Under 10
2.8

2007

2008

2009

% point
change
2006-09

18.3
2.6

19.0
2.7

17.9
2.6

+1.1
-0.2

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

73

10-19
20-49
50-99
100-149
150-199
200-299
300 or more

11.7
20.3
19.1
11.3
6.4
6.3
5.2

10.5
20.0
19.0
10.8
7.1
6.5
5.2

11.0
19.7
18.4
11.3
7.0
6.0
4.9

10.6
20.2
19.8
10.0
7.1
6.8
5.1

-1.1
-0.1
+0.7
-1.3
+0.7
+0.5
-0.1

Shirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

39.4
5.4
13.8
19.9
12.7
5.9
1.7
1.2

40.1
5.2
13.6
20.0
12.4
5.5
1.9
1.3

42.4
5.8
13.1
19.3
11.3
5.3
1.7
1.0

41.4
5.9
12.2
20.2
12.0
4.9
1.8
1.5

+2.0
+0.5
-1.6
+0.3
-0.7
-1.0
+0.1
+0.3

Jumpers and
sweatshirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150 or more

60.0
3.8
7.9
15.5
7.7
2.9
2.1

56.8
3.6
9.6
14.9
9.8
3.2
2.2

57.2
3.3
9.4
15.3
9.2
3.9
1.6

53.5
4.3
9.1
17.5
9.7
3.6
2.3

-6.5
+0.5
+1.2
+2.0
+2.0
+0.7
+0.2

Ties:
Nothing
Under 10
10-19
20-49
50 or more

76.9
7.2
7.6
5.3
3.0

77.0
7.9
7.8
4.8
2.5

79.4
6.8
7.0
4.5
2.2

78.3
6.8
7.8
4.8
2.3

+1.4
-0.4
+0.2
-0.5
-0.7

Underwear:
Nothing
Under 10
10-19
20-49
50-99
100 or more

31.3
16.5
25.1
20.7
5.3
1.1

32.8
16.7
25.8
19.4
4.0
1.4

32.5
16.1
26.7
18.8
4.6
1.3

33.5
16.2
26.1
18.7
4.3
1.3

+2.2
-0.3
+1.0
-2.0
-1.0
+0.2

Socks:
Nothing
Under 10
10-19
20-49
50 or more

27.9
29.0
29.7
11.4
2.0

30.1
29.0
28.5
10.4
2.0

30.4
27.7
29.0
10.8
2.0

30.4
28.1
28.4
11.6
1.5

+2.5
-0.9
-1.3
+0.2
-0.5

Taken from the TGI survey of around 25,000 adults


This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

74

Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel


FIGURE 61: Expenditure on womenswear, 2006-09

Base: women aged 15+


2006

2007

2008

2009

% point
change
2006-09

Any womenswear:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

13.6
2.8
7.4
16.3
17.3
14.9
7.2
9.7
10.9

13.8
2.2
7.5
16.4
16.1
15.7
8.1
9.0
11.2

15.0
2.4
8.2
15.9
16.8
15.2
6.9
8.5
11.3

16.5
2.2
7.3
15.9
16.0
15.2
6.5
9.5
11.0

+2.9
-0.6
-0.1
-0.4
-1.3
+0.3
-0.7
-0.2
+0.1

Dresses:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

66.5
1.9
5.4
11.2
7.6
3.8
1.8
0.8
1.1

65.2
1.9
4.8
12.1
8.0
4.1
1.7
1.1
1.0

64.2
1.7
4.6
11.6
8.8
4.4
1.9
1.4
1.4

61.1
1.8
4.9
12.3
10.5
4.7
2.2
1.2
1.4

-5.4
-0.1
-0.5
+1.1
+2.9
+0.9
+0.4
+0.4
+0.3

Skirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

43.4
4.7
13.7
21.1
10.5
3.7
1.9
1.0

47.4
4.4
13.0
19.7
9.5
3.4
1.4
1.1

51.5
5.7
11.9
17.5
8.2
3.3
1.1
0.8

55.6
4.4
11.5
16.0
8.2
2.5
1.1
0.6

+12.2
-0.3
-2.2
-5.1
-2.3
-1.2
-0.8
-0.4

Blouses/tops:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

24.6
6.6
14.2
26.6
15.9
7.3
3.0
1.7

24.7
6.0
14.5
24.9
16.9
7.7
3.2
2.1

27.4
6.0
13.6
23.6
16.4
7.5
3.0
2.4

27.4
5.6
14.5
23.5
16.7
7.2
3.0
2.1

+2.8
-1.0
+0.3
-3.1
+0.8
-0.1

+0.4

Jumpers/cardigans/sweatshirts:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

75

Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

36.4
4.6
13.9
22.2
13.5
5.4
3.0
1.1

34.4
4.4
14.1
23.0
14.3
5.9
2.6
1.2

40.3
4.3
12.8
20.4
13.3
5.2
2.2
1.5

37.7
4.9
12.3
21.6
13.8
5.8
2.4
1.5

+1.3
+0.3
-1.6
-0.6
+0.3
+0.4
-0.6
+0.4

Coats/raincoats:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

65.9
1.8
4.3
11.2
10.2
3.7
1.2
1.6

61.4
2.3
5.0
13.4
10.4
4.0
1.8
1.8

59.7
2.0
4.5
13.7
11.8
4.9
1.9
1.5

57.8
1.8
4.9
15.1
11.7
4.7
2.1
2.0

-8.1

+0.6
+3.9
+1.5
+1.0
+0.9
+0.4

Jackets:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

57.6
2.8
6.5
15.8
11.0
3.4
1.6
1.3

61.0
2.6
6.5
15.5
8.8
3.1
1.3
1.2

62.7
2.5
6.2
14.9
8.9
2.6
1.4
0.9

63.2
2.2
6.2
14.4
8.8
3.2
1.1
0.8

+5.6
-0.6
-0.3
-1.4
-2.2
-0.2
-0.5
-0.5

Suits:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

82.2
0.5
0.6
3.3
4.8
3.4
2.2
2.9

85.4
0.3
0.6
2.8
3.9
2.8
1.9
2.2

87.9
0.4
0.6
2.0
3.3
2.6
1.5
1.6

89.0
0.3
0.6
2.2
3.1
1.9
1.3
1.5

+6.8
-0.2

-1.1
-1.7
-1.5
-0.9
-1.4

33.9
4.3
11.9
24.8
14.0
6.5
3.0
1.5

35.3
4.1
12.0
22.4
16.5
6.0
2.1
1.5

35.2
4.9
12.3
24.1
14.4
5.6
2.3
1.0

37.9
4.2
13.5
22.3
13.8
5.4
2.0
0.9

+4.0
-0.1
+1.6
-2.5
-0.2
-1.1
-1.0
-0.6

Trousers:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

Taken from the TGI survey of around 25,000 adults


This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

76

Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel


FIGURE 62: Expenditure on menswear, 2006-09

Base: men aged 15+


2006

2007

2008

2009

% point
change
2006-09

Any menswear:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200-299
300 or more

16.8
2.8
11.7
20.3
19.1
11.3
6.4
6.3
5.2

18.3
2.6
10.5
20.0
19.0
10.8
7.1
6.5
5.2

19.0
2.7
11.0
19.7
18.4
11.3
7.0
6.0
4.9

17.9
2.6
10.6
20.2
19.8
10.0
7.1
6.8
5.1

+1.1
-0.2
-1.1
-0.1
+0.7
-1.3
+0.7
+0.5
-0.1

Shirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

39.4
5.4
13.8
19.9
12.7
5.9
1.7
1.2

40.1
5.2
13.6
20.0
12.4
5.5
1.9
1.3

42.4
5.8
13.1
19.3
11.3
5.3
1.7
1.0

41.4
5.9
12.2
20.2
12.0
4.9
1.8
1.5

+2.0
+0.5
-1.6
+0.3
-0.7
-1.0
+0.1
+0.3

Jumpers and
sweatshirts:
Nothing
Under 10
10-19
20-49
50-99
100-149
150 or more

60.0
3.8
7.9
15.5
7.7
2.9
2.1

56.8
3.6
9.6
14.9
9.8
3.2
2.2

57.2
3.3
9.4
15.3
9.2
3.9
1.6

53.5
4.3
9.1
17.5
9.7
3.6
2.3

-6.5
+0.5
+1.2
+2.0
+2.0
+0.7
+0.2

Ties:
Nothing
Under 10
10-19
20-49
50 or more

76.9
7.2
7.6
5.3
3.0

77.0
7.9
7.8
4.8
2.5

79.4
6.8
7.0
4.5
2.2

78.3
6.8
7.8
4.8
2.3

+1.4
-0.4
+0.2
-0.5
-0.7

Underwear:
Nothing
Under 10
10-19
20-49

31.3
16.5
25.1
20.7

32.8
16.7
25.8
19.4

32.5
16.1
26.7
18.8

33.5
16.2
26.1
18.7

+2.2
-0.3
+1.0
-2.0

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

77

50-99
100 or more

5.3
1.1

4.0
1.4

4.6
1.3

4.3
1.3

-1.0
+0.2

Socks:
Nothing
Under 10
10-19
20-49
50 or more

27.9
29.0
29.7
11.4
2.0

30.1
29.0
28.5
10.4
2.0

30.4
27.7
29.0
10.8
2.0

30.4
28.1
28.4
11.6
1.5

+2.5
-0.9
-1.3
+0.2
-0.5

Coats/raincoats:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

76.1
1.1
2.5
7.2
7.3
2.9
1.3
1.5

72.9
0.9
2.4
8.5
8.7
3.5
1.6
1.5

72.9
1.0
3.0
8.0
8.1
4.2
1.6
1.4

71.3
1.4
2.8
9.1
8.2
4.1
1.5
1.6

-4.8
+0.3
+0.3
+1.9
+0.9
+1.2
+0.2
+0.1

Jackets:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

70.0
0.8
2.9
10.1
9.6
3.6
1.2
1.7

69.0
1.1
3.6
9.6
8.8
4.6
1.7
1.6

70.0
1.5
3.4
10.4
8.2
3.6
1.4
1.5

68.7
1.5
3.9
9.0
10.0
3.8
1.5
1.6

-1.3
+0.7
+1.0
-1.1
+0.4
+0.2
+0.3
-0.1

Suits:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

77.6
0.2
0.5
1.9
3.7
5.7
4.0
6.5

78.3
0.3
0.5
1.5
3.9
5.9
3.7
6.1

80.1
0.2
0.7
2.3
3.5
4.9
3.1
5.2

81.3
0.1
0.5
2.0
4.1
4.2
3.0
4.7

+3.7
-0.1

+0.1
+0.4
-1.5
-1.0
-1.8

Trousers:
Nothing
Under 10
10-19
20-49
50-99
100-149
150-199
200 or more

44.8
2.9
9.8
20.7
13.3
5.5
1.6
1.4

44.2
2.9
10.3
21.2
13.6
4.9
2.1
0.7

47.2
2.8
9.5
21.1
12.4
4.8
1.4
0.8

45.9
3.0
9.4
21.2
13.6
4.5
1.5
0.9

+1.1
+0.1
-0.4
+0.5
+0.3
-1.0
-0.1
-0.5

Taken from the TGI survey of around 25,000 adults


This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

78

Source: GB TGI, Q1 Kantar Media UK Ltd 2007-10 (Oct-Sep)/Mintel

Designer/Upmarket Clothing - UK - March


2010
Appendix Where is High-end Designer
Clothing Bought?
FIGURE 63:

Bought different clothes from high-end designer, by


demographics, February 2010

Base: 1,970 internet users aged 16+ who have bought or likely to buy
clothes
Any Informal Jeans Formal (eg
Coats*
wear (eg
shirts/blouses,
T-shirts,
suits, skirts
shirts/
etc)
blouses,
skirts
etc)
%
%
%
%
%

Other
None
clothes
(eg
jumpers
etc)
%

All

22

10

78

Gender:
Male
Female

29
14

14
6

12
5

11
5

7
3

8
6

71
86

Age:
16-24
25-34
35-44
45-54
55+

31
30
28
16
7

13
14
13
7
3

11
13
12
5
2

11
12
10
6
2

8
7
7
3
2

8
8
10
5
4

69
70
72
84
93

13

16

16

10

10

66

82

85

Region:
Inner and Greater 34
London
South East/East 18
Anglia
South West and
15
Wales

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

79

East and West


22
Midlands
North West
22
Yorks, Humberside24
North and
21
Scotland

10

78

10
10
11

6
9
8

5
8
8

6
5
5

8
5
5

78
76
80

12

11

75

83

14
13

11
10

13
9

9
8

10
7

72
71

2
8

2
5

2
8

2
5

4
8

92
84

11
12
9
8
11
6

9
11
7
8
9
7

9
12
6
6
7
5

6
8
4
4
4
3

7
9
6
6
8
5

77
72
82
81
78
85

13

13

15

11

67

13

12

11

73

14

13

10

68

88

35

15

13

15

10

12

65

27

13

11

12

73

34

16

15

12

11

66

12

88

Working status:
Employee full-time 25
(30+ hours/week)
Employee part17
time (less than 30
hours/week)
Any self-employed 28
In full-time
29
education
Retired
8
Not working for
16
any other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE

24
28
19
19
22
15

Daily newspaper
readership:
Broadsheet
33
readers
Mid-market
27
tabloid readers
Popular tabloid
32
readers
None of these
12
Sunday
newspaper
readership:
Broadsheet
readers
Mid-market
tabloid readers
Popular tabloid
readers
None of these

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

80

Gross annual
household
income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't
know/refused

16
13
25
35
17

6
5
12
15
9

5
5
9
15
10

6
5
8
16
5

4
2
5
10
6

6
3
9
12
2

84
87
75
65
83

15
14
15
14
8

14
13
10
11
7

13
12
11
12
6

7
8
5
6
5

13
10
9
10
5

69
71
70
70
82

8
7
12
12
13

7
6
9
12
12

6
6
9
10
10

3
4
5
6
9

5
5
9
10
8

82
84
75
74
69

14
8

12
7

11
7

8
4

9
6

71
81

84

22
21

10
10

9
7

8
7

5
5

7
5

78
79

Daily personal
internet usage:
0-3 hours
19
4-6 hours
25
7+ hours
31

8
11
17

8
10
11

6
11
11

4
7
7

6
8
9

81
75
69

Supermarket
used:
Asda
Co-op
Marks & Spencer
Morrisons

11
13
17
11

9
9
13
9

9
10
13
10

5
5
8
4

8
8
11
7

77
75
66
75

Presence of own
children:
Aged 0-4
31
Aged 5-9
29
Aged 10-15
30
Any children
30
No children in
18
household
Household size:
1
18
2
17
3
25
4
26
5 or more
31
Current marital
status:
Single
29
Married/civil
19
partnership/living
as married
Separated,
16
divorced or
widowed
Car status:
Yes
No

23
25
34
25

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

81

Sainsbury's
Tesco
Waitrose
Discounter eg
Aldi, Lidl, Netto
etc
Other
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital
satellite (BSkyB)
I have digital
cable (Virgin
Media)
Freeview digital
box/TV
Other digital TV
Analogue
TV/terrestrial TV

25
24
33
20

12
11
17
10

10
10
13
6

9
9
17
6

6
6
10
3

9
8
11
7

75
77
67
80

18

10

82

22
23
21
29
18
25
11

11
9
9
14
9
9
5

9
8
9
12
7
10
4

9
7
8
11
5
9
5

6
5
4
6
3
7
2

6
7
7
9
4
8
4

78
77
79
71
82
76
89

25

12

75

25

10

10

75

20

10

80

21
15

10
6

11
7

7
5

5
3

6
5

79
85

* low response rate (75-100)


Source: GMI/Mintel
FIGURE 64: Bought different clothes from group of retailers, by demographics,

February 2010

Base: 1,970 internet users aged 16+ who have bought or likely to buy clothes
Upmarket/mass-market
high street clothes (eg
Ted Baker, Karen Millen,
Jaeger etc)
Any
Formal (eg
Informal Jeans
shirts/blouses, wear (eg
suits, skirts
T-shirts,
etc)
shirts/
blouses,
skirts etc)
%
%
%
%
All

37

16

16

14

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

82

Gender:
Male
Female

42
32

17
16

20
12

19
9

Age:
16-24
25-34
35-44
45-54
55+

49
47
43
27
21

22
20
17
12
11

19
21
23
11
7

18
22
19
8
4

48

20

19

18

34

17

17

13

34

16

13

11

39

14

18

16

38
36
30

14
16
16

14
14
13

13
10
16

19

19

18

12

14

12

20
20

16
20

12
16

8
14

6
13

3
12

19
22
15
12
15
9

17
19
14
14
19
8

14
17
12
13
16
10

25
19

20
19

19
16

Region:
Inner and Greater
London
South East/East
Anglia
South West and
Wales
East and West
Midlands
North West
Yorks, Humberside
North and Scotland

Working status:
Employee full-time 42
(30+ hours/week)
Employee part-time 33
(less than 30
hours/week)
Any self-employed 41
In full-time
47
education
Retired
17
Not working for any 27
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE

41
47
34
29
36
22

Daily newspaper
readership:
Broadsheet readers 53
Mid-market tabloid 42
readers

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

83

Popular tabloid
readers
None of these

43

19

19

19

25

11

12

25
18

21
18

20
16

21

20

21

12

13

10

11
8
19
28
15

9
8
19
26
13

10
9
16
21
11

47
44
38
43
34

24
19
18
20
15

22
21
17
18
15

23
22
15
19
12

31
33
42
38
43

13
16
18
17
17

12
14
19
16
23

9
11
19
17
18

18
16

21
15

18
13

13

10

17
13

16
14

14
14

Sunday
newspaper
readership:
Broadsheet readers 53
Mid-market tabloid 40
readers
Popular tabloid
46
readers
None of these
27
Gross annual
household
income:
Under 15,500
29
15,500-24,999
25
25,000-49,999
40
50,000 or over
57
Don't know/refused 31
Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in
household
Household size:
1
2
3
4
5 or more

Current marital
status:
Single
45
Married/civil
34
partnership/living
as married
Separated, divorced29
or widowed
Car status:
Yes
No

37
34

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

84

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours
Supermarket
used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi,
Lidl, Netto etc
Other
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital
satellite (BSkyB)
I have digital cable
(Virgin Media)
Freeview digital
box/TV
Other digital TV
Analogue
TV/terrestrial TV

36
38
40

17
16
15

15
17
20

13
16
16

36
41
55
39
41
39
58
30

17
20
26
19
19
18
27
13

16
20
24
16
18
18
23
11

15
16
18
14
16
16
21
11

34

16

15

16

37
38
40
38
32
37
29

17
17
16
20
14
15
15

17
16
18
16
11
19
11

15
13
14
17
15
13
9

38

16

17

15

40

18

17

16

36

17

16

13

38
22

20
9

17
8

15
10

Source: GMI/Mintel
FIGURE 65: Bought different clothes from group of retailers, by demographics,

February 2010 (continued)


Base: 1,970 internet users aged 16+ who have bought or likely to buy clothes
Upmarket/mass-market
high street clothes (eg
Ted Baker, Karen Millen,
Jaeger etc)
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

85

Coats
%

Other clothes None


(eg jumpers
etc)
%
%

All

14

14

63

Gender:
Male
Female

15
12

17
12

58
69

Age:
16-24
25-34
35-44
45-54
55+

16
18
18
10
8

17
17
16
11
11

51
54
57
73
79

Region:
Inner and Greater London
South East/East Anglia
South West and Wales
East and West Midlands
North West
Yorks, Humberside
North and Scotland

20
14
13
11
15
7
13

17
16
12
13
14
12
13

53
66
66
61
62
64
70

16

16

58

11

13

67

15
14
6
15

15
16
10
12

59
53
83
73

Socio-economic group:
ABC1
16
AB
20
C1
12
C2DE
10
C2
14
DE
6

16
20
13
11
13
8

59
53
66
71
64
78

23
16

21
16

48
58

15

16

57

Working status:
Employee full-time (30+
hours/week)
Employee part-time (less
than 30 hours/week)
Any self-employed
In full-time education
Retired
Not working for any other
reason

Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

86

None of these

10

75

23
16

22
15

47
60

16
10

19
10

54
73

Gross annual household


income:
Under 15,500
8
15,500-24,999
8
25,000-49,999
15
50,000 or over
26
Don't know/refused
13

9
10
16
24
11

72
75
60
43
70

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

18
16
12
15
13

19
18
14
16
14

53
56
62
57
66

Household size:
1
2
3
4
5 or more

10
14
16
14
12

10
13
16
15
19

69
67
58
62
57

17
13

55
66

13

71

14
12

14
14

63
66

Daily personal internet


usage:
0-3 hours
14
4-6 hours
14
7+ hours
15

14
14
14

64
62
60

Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these

Current marital status:


Single
16
Married/civil
13
partnership/living as
married
Separated, divorced or
11
widowed
Car status:
Yes
No

Supermarket used:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

87

Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi, Lidl,
Netto etc
Other
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)

14
16
23
15
16
15
26
14

14
16
22
14
17
15
27
12

64
59
45
61
59
61
42
70

17

14

66

14
12
17
18
11
9
14

14
14
18
17
13
12
8

63
62
61
62
68
63
72

15

62

15

60

15
15
8

64
62
78

TV reception:
I have digital satellite
15
(BSkyB)
I have digital cable (Virgin 15
Media)
Freeview digital box/TV
13
Other digital TV
15
Analogue TV/terrestrial TV 6
Source: GMI/Mintel

FIGURE 66: Bought different clothes from group of retailers, by demographics,

February 2010

Base: 1,970 internet users aged 16+ who have bought or likely to buy clothes
Mid-market
clothes (eg
M&S, Next,
Gap, Oasis,
Warehouse
etc)
Any
Informal wear Jeans
Formal (eg
(eg T-shirts,
shirts/blouses,
shirts/blouses,
suits, skirts
skirts etc)
etc)
%
%
%
%
All

82

56

50

48

Gender:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

88

Male
Female

78
86

49
64

45
56

42
55

Age:
16-24
25-34
35-44
45-54
55+

86
85
83
81
77

55
57
56
60
54

56
56
55
53
33

45
54
49
47
47

59

51

49

60
56
56
53
47
55

51
51
51
47
41
53

50
49
44
46
43
55

83

57

52

51

85

59

54

50

83
90
73
77

58
60
50
53

50
63
27
50

43
48
44
47

86
87
85
75
80
69

61
61
60
49
53
44

54
53
54
44
49
38

54
52
55
39
46
31

89
86

62
60

56
53

52
55

82
78

52
55

47
47

43
49

90

62

56

51

Region:
Inner and Greater
86
London
South East/East Anglia 84
South West and Wales 79
East and West Midlands 82
North West
79
Yorks, Humberside
79
North and Scotland
83
Working status:
Employee full-time
(30+ hours/week)
Employee part-time
(less than 30
hours/week)
Any self-employed
In full-time education
Retired
Not working for any
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE
Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Sunday newspaper
readership:
Broadsheet readers

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

89

Mid-market tabloid
87
readers
Popular tabloid readers 84
None of these
77
Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused
Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in
household
Household size:
1
2
3
4
5 or more

61

52

54

53
54

49
48

46
46

76
76
85
92
78

47
51
59
70
56

45
44
52
61
46

39
47
50
57
48

87
84
81
84
81

57
52
57
55
57

60
55
53
55
48

55
49
44
48
48

79
82
82
84
83

57
56
55
60
52

43
46
53
57
53

48
47
48
52
47

57
57

54
50

47
50

53

41

40

Current marital
status:
Single
85
Married/civil
82
partnership/living as
married
Separated, divorced or 75
widowed
Car status:
Yes
No

82
82

56
57

50
51

50
43

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours

83
83
72

59
56
43

51
49
46

50
47
43

Supermarket used:
Asda
Co-op
Marks & Spencer

81
85
94

55
61
73

51
52
60

49
55
60

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

90

Morrisons
84
Sainsbury's
85
Tesco
84
Waitrose
89
Discounter eg Aldi, Lidl, 79
Netto etc
Other
79
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)

82
81
82
87
79
81
85

TV reception:
I have digital satellite 81
(BSkyB)
I have digital cable
83
(Virgin Media)
Freeview digital box/TV 83
Other digital TV
79
Analogue TV/terrestrial 69
TV

56
61
59
66
56

50
53
53
53
48

51
52
50
52
51

57

49

46

58
56
55
56
55
55
61

53
51
46
55
44
48
47

52
48
51
47
41
43
53

55

50

46

58

50

46

55
57
44

51
45
38

50
52
31

Source: GMI/Mintel
FIGURE 67: Bought different clothes from group of retailers, by demographics,

February 2010 (continued)


Base: 1,970 internet users aged 16+ who have bought or likely to buy clothes
Mid-market
clothes (eg
M&S, Next, Gap,
Oasis,
Warehouse etc)
Coats
Other clothes
None
(eg jumpers
etc)
%
%
%
All

41

50

18

Gender:
Male
Female

34
50

42
58

22
14

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

91

Age:
16-24
25-34
35-44
45-54
55+

43
46
44
42
34

45
45
55
50
52

14
15
17
19
23

48
40
39
44
35
38
45

49
53
50
47
45
49
54

14
16
21
18
21
21
17

43

48

17

45

55

15

36
46
31
42

51
51
51
49

17
10
27
24

Socio-economic group:
ABC1
AB
C1
C2DE
C2
DE

45
44
47
35
42
27

54
55
53
43
46
40

14
13
15
25
20
31

Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid readers
Popular tabloid readers
None of these

47
44
37
40

54
54
42
49

11
14
18
22

Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid readers
Popular tabloid readers
None of these

47
44
41
39

54
56
46
47

10
13
16
23

Gross annual household


income:
Under 15,500
15,500-24,999

34
41

44
45

24
24

Region:
Inner and Greater London
South East/East Anglia
South West and Wales
East and West Midlands
North West
Yorks, Humberside
North and Scotland
Working status:
Employee full-time (30+
hours/week)
Employee part-time (less
than 30 hours/week)
Any self-employed
In full-time education
Retired
Not working for any other
reason

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

92

25,000-49,999
50,000 or over
Don't know/refused

42
51
37

51
60
50

15
8
23

Presence of own children:


Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

51
40
44
44
40

52
49
48
49
50

14
16
19
16
19

Household size:
1
2
3
4
5 or more

37
39
45
46
40

49
52
50
52
43

22
18
18
16
17

48
51

15
18

50

25

Current marital status:


Single
42
Married/civil
42
partnership/living as married
Separated, divorced or
35
widowed
Car status:
Yes
No

42
39

50
49

18
18

Daily personal internet


usage:
0-3 hours
4-6 hours
7+ hours

44
40
28

53
48
34

17
17
28

49
55
66
51
54
52
60
49

19
15
6
16
15
16
11
21

47

21

50
48
49

18
20
18

Supermarket used:
Asda
43
Co-op
45
Marks & Spencer
54
Morrisons
46
Sainsbury's
46
Tesco
44
Waitrose
44
Discounter eg Aldi, Lidl, Netto 41
etc
Other
33
Personal mobile phone
network provider:
O2
Orange
Vodafone

41
42
40

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

93

T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital satellite
(BSkyB)
I have digital cable (Virgin
Media)
Freeview digital box/TV
Other digital TV
Analogue TV/terrestrial TV

45
39
45
42

55
51
52
50

13
21
19
15

39

47

19

39

50

17

44
41
27

53
51
40

18
21
31

Source: GMI/Mintel
Where are they buying from?
FIGURE 68: Stores where high-end designer clothes bought, by demographics,

February 2010

Base: 1,852 internet users aged 16+ who have


groups of retailers
Any
Sample
Department
size
store (eg
Harvey
Nichols,
Selfridges
etc)

bought clothes from any of the given

Outlet
Independent Abroad
store/
boutique
(eg New
village
York,
(eg
Paris etc)
Bicester
Village,
Cheshire
Oaks etc)
%
%
%

All

1,852

43

39

39

32

Gender:
Male
Female

917
935

46
40

42
36

38
39

36
28

Age:
16-24
25-34
35-44
45-54
55+

344
351
412
326
419

55
46
45
35
34

46
44
40
36
32

45
42
42
34
32

39
35
38
24
26

259

57

43

51

50

Region:
Inner and Greater
London

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

94

South East/East
Anglia
South West and
Wales
East and West
Midlands
North West
Yorks, Humberside
North and Scotland

460

42

35

37

32

252

39

43

36

28

299

44

42

36

32

190
145
247

42
40
34

45
41
33

39
37
35

26
28
26

45

44

42

36

42

34

35

29

42
55
34
32

36
46
35
30

43
43
30
32

34
41
24
22

1,185
610
575
667
361
306

48
53
42
34
40
27

43
46
39
34
38
28

42
46
37
34
39
28

37
44
31
23
26
20

548
542

58
49

47
46

53
43

47
36

620

46

41

39

33

563

32

34

31

25

486
411

58
49

48
47

53
43

49
36

472

48

43

43

36

766

33

33

30

24

Gross annual
household income:
Under 15,500
317

36

33

31

23

Working status:
Employee full-time
814
(30+ hours/week)
Employee part-time 267
(less than 30
hours/week)
Any self-employed
180
In full-time education 183
Retired
192
Not working for any 216
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE
Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid
readers
None of these
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid
readers
None of these

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

95

15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused
Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in
household
Household size:
1
2
3
4
5 or more

367
699
302
167

35
44
59
37

35
41
50
36

32
41
49
39

23
36
49
29

222
217
271
549
1,303

50
44
47
48
41

44
37
40
42
38

38
41
42
41
38

34
29
37
35
31

258
651
422
332
189

40
39
48
43
49

35
39
39
39
46

35
38
43
36
44

28
32
36
32
33

51
39

41
40

41
38

35
32

42

32

37

29

Current marital
status:
Single
541
Married/civil
1,134
partnership/living as
married
Separated, divorced 177
or widowed
Car status:
Yes
No

1,431
421

43
41

42
30

40
35

33
31

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours

1,158
525
169

41
43
54

39
39
45

38
38
44

31
32
39

829
399
351
634
835
1,232
246
498

44
44
60
44
49
46
63
38

42
40
48
43
43
42
49
40

38
42
53
39
42
40
58
38

29
35
45
32
36
34
50
31

132

38

32

38

32

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi,
Lidl, Netto etc
Other

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

96

Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)

457
395
331
258
134
130
117

TV reception:
I have digital satellite 689
(BSkyB)
I have digital cable
402
(Virgin Media)
Freeview digital
821
box/TV
Other digital TV
161
Analogue
306
TV/terrestrial TV

43
47
42
45
43
43
29

40
40
35
47
34
45
28

40
40
41
41
31
39
30

32
35
29
35
34
34
23

44

42

38

32

47

43

39

36

42

38

39

32

41
27

37
28

40
28

35
20

Source: GMI/Mintel
FIGURE 69: Stores where high-end designer clothes bought, by demographics,

February 2010 (continued)

Base: 1,852 internet users aged 16+ who have bought clothes from any of the given
groups of retailers
Any
Airport shop Designer
Online from Online from
store (eg
third-party
the
Gucci etc)
website (eg designers
Net-A-Porter website (eg
etc)
gucci.com
etc)
%
%
%
%
All

26

23

20

15

Gender:
Male
Female

28
24

30
16

25
15

22
9

Age:
16-24
25-34
35-44
45-54
55+

35
29
27
25
15

32
30
28
19
9

28
28
23
14
7

24
24
18
10
2

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

97

Region:
Inner and Greater London 40
South East/East Anglia
28
South West and Wales
23
East and West Midlands 21
North West
22
Yorks, Humberside
19
North and Scotland
24

36
22
19
23
21
22
20

24
19
17
21
22
17
17

21
13
14
16
17
14
14

29

24

19

21

19

14

26
30
8
13

20
26
7
12

16
22
3
11

25
32
19
20
22
16

21
23
19
17
22
11

17
20
14
13
14
11

36
33

36
30

29
23

24
20

31
17

31
13

27
12

24
8

38
33

37
30

31
23

25
18

34
16

34
13

28
13

27
8

20
21
26
38
23

16
16
26
36
17

18
14
21
29
14

12
12
17
22
12

Working status:
Employee full-time (30+ 29
hours/week)
Employee part-time (less 21
than 30 hours/week)
Any self-employed
28
In full-time education
38
Retired
14
Not working for any other 18
reason
Socio-economic group:
ABC1
29
AB
32
C1
26
C2DE
20
C2
22
DE
17
Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

98

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

28
28
30
29
25

29
30
31
31
20

28
26
23
26
17

26
25
19
23
12

Household size:
1
2
3
4
5 or more

20
23
28
28
33

19
18
28
25
32

14
16
24
21
29

9
10
19
19
27

30
21

25
18

22
13

19

14

10

27
21

24
20

20
19

16
15

Daily personal internet


usage:
0-3 hours
24
4-6 hours
27
7+ hours
33

21
24
37

17
22
32

12
18
30

28
27
40
28
28
27
38
24

25
25
37
27
28
26
40
23

20
21
26
20
20
22
29
17

17
16
21
17
16
17
23
14

24

18

19

14

27
26
28
29
22

23
26
25
29
14

20
22
19
22
15

15
16
18
19
12

Current marital status:


Single
30
Married/civil
24
partnership/living as
married
Separated, divorced or
24
widowed
Car status:
Yes
No

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi, Lidl,
Netto etc
Other
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

99

Three
Other (eg Tesco)
TV reception:
I have digital satellite
(BSkyB)
I have digital cable
(Virgin Media)
Freeview digital box/TV
Other digital TV
Analogue TV/terrestrial
TV

25
17

25
12

19
16

15
9

26

26

22

17

30

28

23

19

25
27
17

21
25
16

19
18
11

15
16
11

Source: GMI/Mintel
How often are they buying?
FIGURE 70: Stores where high-end designer clothes bought, by demographics,

February 2010
Base: 1,852 internet users aged 16+ who have bought clothes from any of the given
groups of retailers
Have bought
from in the
last year
Department Outlet store/Independent Abroad (eg
store (eg
village (eg boutique
New York,
Harvey
Bicester
Paris etc)
Nichols,
Village,
Selfridges
Cheshire
etc)
Oaks etc)
%
%
%
%
All

19

16

15

13

Gender:
Male
Female

22
15

18
15

14
16

16
10

Age:
16-24
25-34
35-44
45-54
55+

27
21
22
13
12

22
19
15
12
14

22
16
16
14
10

20
13
14
10
8

Region:
Inner and Greater London 29
South East/East Anglia
18
South West and Wales
17
East and West Midlands 18

20
12
19
16

22
13
13
13

22
14
10
12

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

100

North West
Yorks, Humberside
North and Scotland

18
17
13

19
22
12

18
18
15

9
11
9

18

16

14

12

15

14
24
17
12

18
21
10
10

15
17
9
9

17
20
14
14
19
9

16
18
14
14
17
11

15
20
10
9
10
8

29
22

21
20

22
18

19
15

22
12

17
14

17
12

13
9

29
20

21
20

20
17

21
15

23
13

19
13

20
12

16
8

Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

12
11
20
35
16

13
13
17
23
16

15
11
15
22
16

8
7
13
23
14

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15

20
23
21

15
15
14

17
19
15

13
15
14

Working status:
Employee full-time (30+ 22
hours/week)
Employee part-time (less 15
than 30 hours/week)
Any self-employed
20
In full-time education
22
Retired
11
Not working for any other 13
reason
Socio-economic group:
ABC1
22
AB
26
C1
17
C2DE
14
C2
18
DE
9
Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

101

Any children
21
No children in household 18

15
17

17
15

14
12

Household size:
1
2
3
4
5 or more

17
17
20
20
22

14
16
17
17
18

17
13
16
13
24

11
12
15
11
15

24
17

19
16

20
13

15
12

15

12

14

10

19
17

17
13

15
16

13
11

Daily personal internet


usage:
0-3 hours
18
4-6 hours
17
7+ hours
27

15
18
20

14
17
22

12
13
20

21
20
32
18
24
20
35
16

17
18
23
18
19
18
22
18

15
18
27
16
17
16
23
17

12
14
20
13
14
14
23
11

17

14

19

11

20
20
19
21
16
19
11

16
16
18
18
13
21
12

16
16
15
16
10
22
10

12
13
11
14
13
18
9

19

17

16

12

Current marital status:


Single
Married/civil
partnership/living as
married
Separated, divorced or
widowed
Car status:
Yes
No

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi, Lidl,
Netto etc
Other
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital satellite
(BSkyB)

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

102

I have digital cable


(Virgin Media)
Freeview digital box/TV
Other digital TV
Analogue TV/terrestrial
TV

18

18

17

14

19
24
9

16
19
9

15
16
11

13
11
8

Source: GMI/Mintel
FIGURE 71: Stores where high-end designer clothes bought, by demographics,

February 2010 (continued)


Base: 1,852 internet users aged 16+ who have bought clothes from any of the given
groups of retailers
Have bought
from in the
last year
Designer
Online from Airport shop Online from
store (eg
third-party
the
Gucci etc)
website (eg
designers
Net-A-Porter
website (eg
etc)
gucci.com
etc)
%
%
%
%
All

10

10

Gender:
Male
Female

15
5

13
7

10
8

11
3

Age:
16-24
25-34
35-44
45-54
55+

18
14
10
6
2

14
15
12
6
3

13
12
8
7
5

12
12
8
4
1

Region:
Inner and Greater London
South East/East Anglia
South West and Wales
East and West Midlands
North West
Yorks, Humberside
North and Scotland

20
9
9
7
11
9
6

12
8
8
13
13
7
8

15
10
4
7
10
8
7

10
6
6
9
6
8
5

12

12

11

Working status:
Employee full-time (30+
hours/week)

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

103

Employee part-time (less


than 30 hours/week)
Any self-employed
In full-time education
Retired
Not working for any other
reason

14
17
2
4

8
12
4
7

10
14
3
3

8
13
1
4

Socio-economic group:
ABC1
12
AB
14
C1
9
C2DE
7
C2
8
DE
6

10
10
9
10
14
5

10
12
8
7
8
6

7
10
5
6
8
4

17
14

14
11

14
14

11
9

15
4

14
5

10
5

12
3

19
13

15
11

15
11

12
8

18
4

15
7

12
5

14
3

Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

8
5
10
18
8

8
7
11
13
8

7
4
9
17
10

5
5
8
10
5

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

14
17
13
15
8

15
14
10
13
8

10
12
8
10
8

14
13
7
12
5

Household size:
1
2
3

5
7
11

5
7
14

8
8
9

4
4
10

Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

104

4
5 or more

15
13

7
19

8
13

8
14

13
9

11
8

10
6

10
10

10
10

10
7

7
7

Daily personal internet


usage:
0-3 hours
8
4-6 hours
12
7+ hours
18

9
10
15

8
10
14

5
9
16

12
11
15
11
12
11
17
7

9
9
11
9
9
11
13
9

10
9
19
8
11
9
16
8

8
9
10
7
7
8
11
7

10

11
11
11
11
5
11
3

11
10
10
11
8
9
7

10
9
8
11
7
10
7

8
8
7
8
5
8
3

10

12

10

10

9
4
5

8
12
6

7
6
4

Current marital status:


Single
14
Married/civil
9
partnership/living as
married
Separated, divorced or
6
widowed
Car status:
Yes
No

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi, Lidl,
Netto etc
Other
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)

TV reception:
I have digital satellite
11
(BSkyB)
I have digital cable (Virgin 14
Media)
Freeview digital box/TV
8
Other digital TV
12
Analogue TV/terrestrial TV6

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

105

Source: GMI/Mintel
FIGURE 72: Stores where high-end designer clothes bought, by demographics,

February 2010

Base: 1,852 internet users aged 16+ who have bought clothes from any of the given
groups of retailers
Have bought
from but
longer than a
year ago
Department Independent Outlet store/Abroad (eg
store (eg
boutique
village (eg New York,
Harvey
Bicester
Paris etc)
Nichols,
Village,
Selfridges
Cheshire
etc)
Oaks etc)
%
%
%
%
All

24

23

23

20

Gender:
Male
Female

24
25

24
23

25
22

21
19

Age:
16-24
25-34
35-44
45-54
55+

28
25
23
22
22

23
26
25
20
22

23
25
26
24
18

20
21
25
14
17

Region:
Inner and Greater London 28
South East/East Anglia
25
South West and Wales
22
East and West Midlands 25
North West
23
Yorks, Humberside
23
North and Scotland
21

29
24
23
23
21
19
20

22
23
23
25
26
19
21

28
19
18
20
17
17
17

25

26

22

21

22

20

26
21
20
22

22
23
19
19

19
24
15
13

Working status:
Employee full-time (30+ 23
hours/week)
Employee part-time (less 28
than 30 hours/week)
Any self-employed
22
In full-time education
33
Retired
23
Not working for any other 20
reason

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

106

Socio-economic group:
ABC1
26
AB
27
C1
25
C2DE
20
C2
22
DE
19

26
28
23
20
22
16

25
26
25
19
19
19

23
24
21
14
16
12

29
27

31
25

26
26

28
21

25
20

22
19

24
20

20
16

29
29

33
26

27
28

28
21

25
20

23
18

24
20

20
16

Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

25
24
25
24
21

16
21
26
28
23

21
22
24
27
20

15
16
22
26
15

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

29
22
26
27
23

22
22
27
24
23

29
22
26
27
22

22
14
23
21
19

Household size:
1
2
3
4
5 or more

23
22
28
23
28

18
25
27
23
20

22
23
22
23
28

17
20
20
21
19

Current marital status:


Single
26

21

22

19

Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

107

Married/civil
partnership/living as
married
Separated, divorced or
widowed
Car status:
Yes
No
Daily personal internet
usage:
0-3 hours
4-6 hours
7+ hours
Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi, Lidl,
Netto etc
Other
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital satellite
(BSkyB)
I have digital cable
(Virgin Media)
Freeview digital box/TV
Other digital TV
Analogue TV/terrestrial
TV

23

25

24

20

27

23

20

20

24
25

25
19

25
16

20
20

23
26
27

24
21
23

24
21
25

20
19
19

23
24
28
25
26
26
28
23

22
24
27
23
25
24
35
21

25
23
25
25
24
24
27
22

18
20
25
19
22
20
28
20

21

19

18

21

23
27
23
25
27
24
18

24
24
25
25
21
18
20

24
24
18
29
21
24
16

20
22
18
21
22
16
14

25

22

24

20

28

22

25

22

23
17
19

24
24
16

23
18
19

19
24
12

Source: GMI/Mintel

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

108

FIGURE 73: Stores where high-end designer clothes bought, by demographics,

February 2010 (continued)


Base: 1,852 internet users aged 16+ who have bought
groups of retailers
Have bought
from but
longer than a
year ago
Airport shop Designer
store (eg
Gucci etc)

clothes from any of the given

Online from
the
designers
website (eg
gucci.com
etc)
%

All

17

13

10

Gender:
Male
Female

18
16

15
12

12
8

11
6

Age:
16-24
25-34
35-44
45-54
55+

22
16
20
18
10

14
16
18
13
6

14
13
11
8
4

13
12
11
6
2

Region:
Inner and Greater London 25
South East/East Anglia
17
South West and Wales
19
East and West Midlands 15
North West
12
Yorks, Humberside
11
North and Scotland
17

16
13
11
16
10
13
14

12
11
10
8
9
10
9

11
7
8
7
12
6
9

17

12

10

13

10

10

11
13
6
9

12
14
3
5

7
10
2
7

14

11

10

Working status:
Employee full-time (30+ 18
hours/week)
Employee part-time (less 15
than 30 hours/week)
Any self-employed
18
In full-time education
24
Retired
10
Not working for any other 15
reason
Socio-economic group:
ABC1
19

Online from
third-party
website (eg
Net-A-Porter
etc)

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

109

AB
C1
C2DE
C2
DE

20
18
14
15
12

17
10
13
15
10

13
10
8
8
7

11
9
6
6
7

22
20

19
16

15
12

13
11

21
12

17
9

13
7

12
5

23
23

19
17

16
13

14
11

22
11

16
9

13
7

13
5

Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

13
17
18
21
14

8
11
16
18
9

10
7
10
16
6

7
7
8
12
7

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

18
16
22
19
16

14
13
18
16
12

14
12
13
14
8

13
12
12
12
7

Household size:
1
2
3
4
5 or more

12
15
19
20
21

14
11
18
10
19

9
8
10
14
11

5
6
10
11
13

16
12

12
9

12
7

14

10

Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these

Current marital status:


Single
18
Married/civil
17
partnership/living as
married
Separated, divorced or
15
widowed

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

110

Car status:
Yes
No

18
14

14
11

10
9

9
8

Daily personal internet


usage:
0-3 hours
17
4-6 hours
17
7+ hours
20

13
12
18

8
11
17

7
9
14

18
18
21
20
17
18
22
16

13
14
22
16
17
15
23
16

11
12
15
11
11
11
16
8

9
7
12
10
9
9
12
7

15

11

17
17
19
19
15
15
10

12
14
14
19
10
14
9

9
12
10
12
7
11
9

7
9
11
11
7
7
6

18

15

12

19

14

11

10

17
15
12

14
12
10

10
14
7

8
9
7

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi, Lidl,
Netto etc
Other
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital satellite
(BSkyB)
I have digital cable
(Virgin Media)
Freeview digital box/TV
Other digital TV
Analogue TV/terrestrial
TV
Source: GMI/Mintel

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

111

Designer/Upmarket Clothing - UK - March


2010
Appendix High Street
Designer/Celebrity Ranges
FIGURE 74:

Most popular stores where high street designer/celebrity


clothing ranges bought, by demographics, February 2010

Base: 1,970 internet users aged 16+ who have bought or likely to buy
clothes
M&S
Designers at H&M (Stella
(Autograph, Debenhams McCartney,
Timothy
Madonna,
Everest,
Matthew
Zandra
Williamson,
Rhodes,
Jimmy
Patricia
Choo)
Field)
%
%
%

New
Look
Giles
Deacon

Peacocks
Pearl
Lowe

All

35

32

12

12

11

Gender:
Male
Female

30
39

26
37

10
15

6
18

8
14

Age:
16-24
25-34
35-44
45-54
55+

21
29
36
39
44

28
40
37
30
24

21
18
12
9
4

23
16
9
11
5

16
9
11
14
7

38

34

21

14

14

36

37

11

34

25

10

10

15

31

31

12

17

13

33

30

13

10

10

Region:
Inner and Greater
London
South East/East
Anglia
South West and
Wales
East and West
Midlands
North West

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

112

Yorks, Humberside
North and Scotland
Working status:
Employee full-time
(30+ hours/week)
Employee part-time
(less than 30
hours/week)
Any self-employed
In full-time
education
Retired
Not working for any
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE

34
35

31
27

14
11

14
12

9
11

36

35

13

10

11

34

32

13

19

14

38
23

28
29

12
25

9
23

9
14

39
30

24
29

4
7

5
12

7
11

39
44
33
27
31
22

34
38
31
26
30
23

15
16
13
9
10
7

11
12
10
15
15
14

10
9
11
13
13
12

39
40

21
15

13
15

11
15

34

16

20

18

24

38
40

22
14

15
14

11
17

38

17

22

18

24

22
25
38
44
17

12
11
12
17
11

16
12
12
14
8

13
12
12
7
9

Daily newspaper
readership:
Broadsheet readers 46
Mid-market tabloid 44
readers
Popular tabloid
30
readers
None of these
25
Sunday newspaper
readership:
Broadsheet readers 45
Mid-market tabloid 45
readers
Popular tabloid
35
readers
None of these
26
Gross annual
household income:
Under 15,500
22
15,500-24,999
32
25,000-49,999
37
50,000 or over
48
Don't know/refused 30
Presence of own
children:

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

113

Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in
household
Household size:
1
2
3
4
5 or more

38
35
37
37
34

44
38
38
39
29

21
19
16
18
10

21
18
17
19
10

16
14
18
16
9

30
39
32
33
32

31
30
33
35
30

12
7
15
14
22

7
8
16
17
19

7
9
12
14
16

29
33

18
10

16
11

10
11

29

10

11

Current marital
status:
Single
21
Married/civil
40
partnership/living as
married
Separated, divorced 39
or widowed
Car status:
Yes
No

37
25

33
26

12
14

12
14

11
12

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours

37
32
30

32
32
28

11
15
15

10
16
20

9
14
13

34
31
44
33
36
34
39
28

15
13
21
15
16
14
15
13

16
12
13
15
12
13
9
14

14
11
10
14
10
11
7
17

27

11

10

14

32
32
35
34

13
13
8
19

14
13
9
16

10
13
10
16

Supermarket used:
Asda
34
Co-op
37
Marks & Spencer
61
Morrisons
39
Sainsbury's
40
Tesco
37
Waitrose
51
Discounter eg Aldi, 35
Lidl, Netto etc
Other
33
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile

32
36
36
35

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

114

Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital
satellite (BSkyB)
I have digital cable
(Virgin Media)
Freeview digital
box/TV
Other digital TV
Analogue
TV/terrestrial TV

45
27
37

25
30
30

12
17
5

12
12
8

9
8
8

35

32

10

13

11

34

33

17

11

13

34

31

12

12

12

38
22

31
23

17
7

10
14

9
12

Source: GMI/Mintel
FIGURE 75: Next most popular stores where high street designer/celebrity clothing

ranges bought, by demographics, February 2010 (continued)


Base: 1,970 internet users aged 16+ who have bought or likely to buy clothes
Topshop Topshop
Oasis
GapKids I have
Kate Moss other
the
Stella
never
designers
designer McCartney bought
eg
collective
clothes
Christopher
from any
Kane
of these
ranges
%
%
%
%
%
All

42

Gender:
Male
Female

6
11

9
8

5
8

5
5

47
36

Age:
16-24
25-34
35-44
45-54
55+

18
12
6
8
2

22
9
4
8
2

7
9
7
7
3

3
6
10
6
2

37
37
39
45
49

14

10

32

6
5
9

8
8
8

4
6
7

5
6
4

40
47
43

10

44

Region:
Inner and Greater
London
South East/East Anglia
South West and Wales
East and West
Midlands
North West

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

115

Yorks, Humberside
North and Scotland
Working status:
Employee full-time
(30+ hours/week)
Employee part-time
(less than 30
hours/week)
Any self-employed
In full-time education
Retired
Not working for any
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE

17
6

8
7

5
8

5
6

40
47

39

10

39

9
20
2
6

7
24
2
8

6
6
2
6

5
2
2
6

42
37
54
46

9
10
8
8
8
8

9
9
9
7
9
6

6
8
4
6
8
4

5
6
4
5
6
4

36
34
39
51
47
55

13
12

11
8

7
8

28
33

13
6

9
3

9
3

37
56

14
13

11
8

8
6

26
31

15
5

10
4

11
2

31
55

Daily newspaper
readership:
Broadsheet readers
13
Mid-market tabloid
13
readers
Popular tabloid readers 14
None of these
3
Sunday newspaper
readership:
Broadsheet readers
13
Mid-market tabloid
14
readers
Popular tabloid readers 15
None of these
4
Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

11
6
9
10
7

10
6
8
10
9

6
3
6
10
5

4
4
6
8
2

52
47
38
26
50

Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15

14
11
12

12
11
7

14
14
8

15
19
12

30
38
37

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

116

Any children
No children in
household
Household size:
1
2
3
4
5 or more

13
7

9
8

11
4

14
2

35
44

5
4
14
10
14

7
4
12
10
14

4
5
9
6
9

1
1
8
11
8

48
43
38
39
40

14
6

6
7

3
6

43
41

45

Current marital
status:
Single
13
Married/civil
7
partnership/living as
married
Separated, divorced or 5
widowed
Car status:
Yes
No

8
10

7
12

7
5

6
2

40
46

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours

7
11
14

7
10
16

6
6
8

5
6
6

41
42
41

11
11
13
11
10
10
10
12

10
13
13
10
10
10
12
9

8
9
11
7
8
7
9
8

9
5
10
8
7
6
7
6

40
40
20
39
35
38
32
45

43

11
9
7
9
8
9
5

9
8
9
10
6
8
6

8
7
5
6
4
5
5

6
5
5
7
4
4
3

41
40
41
35
43
47
48

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi,
Lidl, Netto etc
Other
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

117

TV reception:
I have digital satellite 9
(BSkyB)
I have digital cable
11
(Virgin Media)
Freeview digital box/TV9
Other digital TV
9
Analogue TV/terrestrial 8
TV

10

41

11

39

8
5
6

7
5
4

4
7
4

44
42
55

Source: GMI/Mintel
FIGURE 76: Most popular stores where high street designer/celebrity clothing ranges

bought, by demographics, February 2010


Base: 1,152 internet users aged 16+ who have bought any of ranges
Sample M&S
Designers at H&M (Stella
size
(Autograph, Debenhams McCartney,
Timothy
Madonna,
Everest,
Matthew
Zandra
Williamson,
Rhodes,
Jimmy
Patricia
Choo)
Field)
%
%
%

New look
Giles
Deacon

All

1,152

59

54

21

21

Gender:
Male
Female

532
620

56
61

49
58

18
24

12
29

Age:
16-24
25-34
35-44
45-54
55+

228
233
266
189
236

33
46
59
71
86

44
63
60
55
47

34
28
20
16
7

36
25
15
20
10

191

55

50

30

20

293

60

62

15

17

145

63

47

19

18

181

55

53

22

29

114
92

58
57

54
52

23
24

18
24

Region:
Inner and Greater
London
South East/East
Anglia
South West and
Wales
East and West
Midlands
North West
Yorks, Humberside

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

118

North and Scotland


Working status:
Employee full-time
(30+ hours/week)
Employee part-time
(less than 30
hours/week)
Any self-employed
In full-time
education
Retired
Not working for any
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE
Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid
readers
None of these

136

65

52

20

24

525

59

57

22

17

168

57

52

22

30

110
122

66
37

49
47

20
39

16
37

101
126

84
56

53
54

8
13

10
22

798
428
370
354
202
152

61
67
54
55
59
49

54
58
50
54
55
51

23
24
22
17
18
16

17
18
16
30
29
31

413
378

63
65

53
60

29
23

18
22

411

47

53

26

32

271

56

54

17

19

61
65

52
59

30
21

20
21

51

55

25

31

58

54

16

17

46
60
60
64
60

46
47
61
60
34

26
21
19
24
21

33
21
19
19
16

Sunday newspaper
readership:
Broadsheet readers 370
Mid-market tabloid 294
readers
Popular tabloid
341
readers
None of these
373
Gross annual
household income:
Under 15,500
165
15,500-24,999
210
25,000-49,999
453
50,000 or over
230
Don't know/refused 94
Presence of own
children:

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

119

Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in
household

161
140
178
371
781

54
56
58
56
60

62
62
61
60
51

30
31
25
28
18

30
29
28
29
17

149
395
277
210
121

58
68
52
55
54

58
52
53
58
50

24
13
24
23
37

13
13
26
28
32

330
715

37
67

50
56

31
17

28
19

107

71

53

18

14

Car status:
Yes
No

905
247

62
46

56
47

20
26

20
26

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours

724
320
108

62
55
50

54
55
48

19
25
25

16
28
33

57
62
76
63
62
60
75
64

56
52
55
53
56
55
58
51

26
22
27
24
24
23
23
24

27
20
16
24
19
21
13
25

58

48

19

18

55
59
60
54
79

54
53
59
53
44

22
22
14
29
21

24
21
15
25
21

Household size:
1
2
3
4
5 or more
Current marital
status:
Single
Married/civil
partnership/living as
married
Separated, divorced
or widowed

Supermarket used:
Asda
524
Co-op
251
Marks & Spencer
286
Morrisons
411
Sainsbury's
569
Tesco
800
Waitrose
177
Discounter eg Aldi, 289
Lidl, Netto etc
Other
80
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile

288
254
206
173
81

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

120

Three
Other (eg Tesco)
TV reception:
I have digital
satellite (BSkyB)
I have digital cable
(Virgin Media)
Freeview digital
box/TV

430
261
493

60
55
60

55
53
55

18
27
21

22
18
22

99

65

54

29

17

152

49

51

16

31

Source: GMI/Mintel
FIGURE 77: Next most popular stores where high street designer/celebrity clothing

ranges bought, by demographics, February 2010 (continued)


Base: 1,152 internet users aged 16+ who have bought any of ranges
Peacocks Topshop Topshop
Oasis
Pearl
Kate Moss other
the
Lowe
designers
designer
eg
collective
Christopher
Kane
%
%
%
%

GapKids
Stella
McCartney

All

19

15

14

11

Gender:
Male
Female

14
23

11
18

17
13

9
12

10
8

Age:
16-24
25-34
35-44
45-54
55+

25
15
17
25
14

28
19
11
14
4

34
15
7
14
4

11
14
12
12
5

4
9
16
10
3

21

15

13

12

10
10
16

13
15
13

7
11
13

8
10
6

17
28
11

18
14
14

11
9
15

6
9
11

Region:
Inner and Greater
20
London
South East/East Anglia 12
South West and Wales 28
East and West
22
Midlands
North West
18
Yorks, Humberside
15
North and Scotland
20
Working status:

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

121

Employee full-time
(30+ hours/week)
Employee part-time
(less than 30
hours/week)
Any self-employed
In full-time education
Retired
Not working for any
other reason
Socio-economic
group:
ABC1
AB
C1
C2DE
C2
DE

18

13

13

13

11

23

17

10

16
22
14
21

16
31
5
12

13
39
4
14

10
9
4
11

8
3
5
11

16
13
18
26
24
28

14
15
13
16
15
18

14
14
15
15
16
13

10
12
7
13
15
10

8
9
6
11
12
10

18
19

17
17

15
12

10
12

22
8

21
13

14
8

13
7

18
20

18
18

15
12

10
9

22
10

22
10

15
8

15
5

27
22
19
10
18

22
12
14
14
14

21
11
14
14
18

13
6
10
14
10

9
7
9
11
4

22
23
29
25
16

21
17
20
21
12

17
18
12
15
14

20
23
12
17
8

21
30
19
21
3

Daily newspaper
readership:
Broadsheet readers
15
Mid-market tabloid
22
readers
Popular tabloid readers28
None of these
16
Sunday newspaper
readership:
Broadsheet readers
15
Mid-market tabloid
25
readers
Popular tabloid readers26
None of these
15
Gross annual
household income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused
Presence of own
children:
Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in
household

This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.

122

Household size:
1
2
3
4
5 or more

13
15
20
23
26

Current marital
status:
Single
18
Married/civil
19
partnership/living as
married
Separated, divorced or 20
widowed

10
7
22
17
24

13
8
18
17
24

7
9
14
11
15

1
3
13
18
12

22
12

25
10

10
11

5
10

10

11

Car status:
Yes
No

18
22

14
18

12
22

11
9

10
5

Daily personal
internet usage:
0-3 hours
4-6 hours
7+ hours

16
24
22

11
20
24

11
17
28

11
10
14

8
10
9

24
19
13
22
16
17
10
30

19
18
16
17
16
15
15
21

17
21
16
17
16
16
18
16

13
15
14
12
12
12
12
14

14
8
12
13
11
10
11
11

24

15

14

15

10

16
21
16
25
16

18
15
12
14
14

16
14
15
16
10

14
11
9
10
6

10
8
9
11
6

19
21

15
18

17
17

13
8

12
8

Supermarket used:
Asda
Co-op
Marks & Spencer
Morrisons
Sainsbury's
Tesco
Waitrose
Discounter eg Aldi,
Lidl, Netto etc
Other
Personal mobile
phone network
provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:

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123

I have digital satellite 20


(BSkyB)
I have digital cable
16
(Virgin Media)
Freeview digital
28
box/TV

16

13

12

16

11

18

13

10

10

Source: GMI/Mintel

Designer/Upmarket Clothing - UK - March


2010
Appendix Target Groups
FIGURE 82:

Target groups on attitudes towards designer/celebrity


brands, by demographics, February 2010

Base: 1,970 internet users aged 16+ who have bought or likely to buy
clothes
Disinterested
%

Designer Status Hard-up


Seekers
Admirers
%
%

All

57

22

21

Gender:
Male
Female

58
57

27
16

15
27

Age:
16-24
25-34
35-44
45-54
55+

42
48
54
65
75

27
27
27
18
11

31
26
18
17
15

Region:
Inner and Greater London
South East/East Anglia
South West and Wales

44
59
64

30
22
19

26
19
17

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124

East and West Midlands


North West
Yorks, Humberside
North and Scotland

57
61
62
58

18
19
18
24

25
21
20
18

57

26

18

52

17

30

55
46
76
62

26
23
11
17

19
31
14
21

Socio-economic group:
ABC1
AB
C1
C2DE
C2
DE

55
50
61
61
58
65

24
29
18
18
23
13

21
21
21
21
20
22

Daily newspaper
readership:
Broadsheet readers
Mid-market tabloid readers
Popular tabloid readers
None of these

44
49
48
71

32
28
30
11

24
23
22
19

Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid readers
Popular tabloid readers
None of these

42
50
45
70

32
28
33
12

26
23
22
18

Gross annual household


income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

59
67
56
43
65

14
15
25
35
14

27
18
19
22
21

Presence of own children:


Aged 0-4
Aged 5-9
Aged 10-15
Any children
No children in household

47
45
49
47
62

32
30
28
29
19

22
25
23
23
20

Working status:
Employee full-time (30+
hours/week)
Employee part-time (less
than 30 hours/week)
Any self-employed
In full-time education
Retired
Not working for any other
reason

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125

Household size:
1
2
3
4
5 or more

67
61
51
53
51

Current marital status:


Single
49
Married/civil
60
partnership/living as married
Separated, divorced or
64
widowed

18
17
27
24
27

16
21
22
23
21

26
20

25
20

19

17

Car status:
Yes
No

59
53

23
19

19
27

Daily personal internet


usage:
0-3 hours
4-6 hours
7+ hours

59
56
51

20
24
27

21
21
22

24
23
32
22
23
24
37
20

22
21
21
22
23
21
22
20

26

14

56
57
58
56
61
51
62

24
23
22
24
18
23
14

20
20
21
20
22
26
24

57

24

19

52

25

23

Supermarket used:
Asda
54
Co-op
55
Marks & Spencer
48
Morrisons
56
Sainsbury's
54
Tesco
55
Waitrose
41
Discounter eg Aldi, Lidl, Netto 60
etc
Other
60
Personal mobile phone
network provider:
O2
Orange
Vodafone
T-Mobile
Virgin Mobile
Three
Other (eg Tesco)
TV reception:
I have digital satellite
(BSkyB)
I have digital cable (Virgin
Media)

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126

Freeview digital box/TV


Other digital TV
Analogue TV/terrestrial TV

60
55
65

20
26
13

20
19
22

Source: GMI/Mintel
FIGURE 83: Target groups on attitudes towards designer/celebrity brands, by

demographics, February 2010

Base: 1,970 internet users aged 16+ who have bought or likely to buy clothes
Disinterested
Designer Status Hard-up
Seekers
Admirers
%
%
%
All

57

22

21

Gender:
Male
Female

58
57

27
16

15
27

Age:
16-24
25-34
35-44
45-54
55+

42
48
54
65
75

27
27
27
18
11

31
26
18
17
15

57

26

18

52

17

30

55
46
76
62

26
23
11
17

19
31
14
21

Socio-economic group:
AB
C1
C2
DE

50
61
58
65

29
18
23
13

21
21
20
22

Gross annual household


income:
Under 15,500
15,500-24,999
25,000-49,999
50,000 or over
Don't know/refused

59
67
56
43
65

14
15
25
35
14

27
18
19
22
21

Working status:
Employee full-time (30+
hours/week)
Employee part-time (less
than 30 hours/week)
Any self-employed
In full-time education
Retired
Not working for any other
reason

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127

Current marital status:


Single
49
Married/civil
60
partnership/living as married
Separated, divorced or
64
widowed

26
20

25
20

19

17

Source: GMI/Mintel
FIGURE 84: Bought different clothes from group of retailers, by target groups on

attitudes towards designer/celebrity brands, February 2010


All

Hard-up
Admirers

1,970

Disinterested Designer
Status
Seekers
1,131
428

High-end designer clothes


22
(eg Prada, Gucci, Ralph
Lauren etc)
Informal wear (eg T-shirts,
10
shirts/blouses, skirts etc)
Formal (eg shirts/blouses, suits, 8
skirts etc)
Jeans
9
Coats
5
Other clothes (eg jumpers etc) 7
None
78

63

23

32

26

2
1
1
94

25
17
22
37

9
3
6
77

Upmarket/mass-market high 37
street clothes (eg Ted Baker,
Karen Millen, Jaeger etc)
Informal wear (eg T-shirts,
16
shirts/blouses, skirts etc)
Formal (eg shirts/blouses, suits, 16
skirts etc)
Jeans
14
Coats
14
Other clothes (eg jumpers etc) 14
None
63

17

78

49

39

17

37

22

5
5
6
83

37
35
36
22

15
15
16
51

Mid-market clothes (eg M&S, 82


Next, Gap, Oasis, Warehouse
etc)
Informal wear (eg T-shirts,
56
shirts/blouses, skirts etc)

75

91

92

53

58

64

Base: internet users aged 16+


who have bought or likely to
buy clothes

411

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Formal (eg shirts/blouses, suits, 48


skirts etc)
Jeans
50
Coats
41
Other clothes (eg jumpers etc) 50
None
18

45

47

58

44
39
47
25

55
42
49
9

62
49
58
8

Discount fashion clothes (eg 72


Primark, Matalan etc)
Informal wear (eg T-shirts,
55
shirts/blouses, skirts etc)
Formal (eg shirts/blouses, suits, 30
skirts etc)
Jeans
37
Coats
29
Other clothes (eg jumpers etc) 47
None
28

72

65

77

59

43

59

33

22

30

41
31
52
28

26
18
31
35

38
33
51
23

Source: GMI/Mintel
FIGURE 85: Stores where high-end designer clothes bought, by target groups on

attitudes towards designer/celebrity brands, February 2010


All

Disinterested Designer
Status
Seekers
1,029
422

Hard-up
Admirers

Designer store (eg Gucci etc) 23


Have bought from in the last year 10
Have bought from but longer than 13
a year ago
Havent bought from
77

7
2
5

60
29
31

28
11
17

93

41

72

Department store (eg Harvey 43


Nichols, Selfridges etc)
Have bought from in the last year 19
Have bought from but longer than 24
a year ago
Havent bought from
57

26

76

50

9
18

45
31

17
33

74

24

50

Outlet store/village (eg


39
Bicester Village, Cheshire
Oaks)
Have bought from in the last year 16
Have bought from but longer than 23
a year ago
Havent bought from
61

29

60

43

11
19

30
30

16
28

71

40

57

Base: internet users aged 16+


1,852
who have bought clothes from any
of the given groups of retailers
%

401

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129

Independent boutique
39
Have bought from in the last year 15
Have bought from but longer than 23
a year ago
Havent bought from
61

25
9
17

66
32
34

44
15
29

75

34

56

Airport shop
26
Have bought from in the last year 9
Have bought from but longer than 17
a year ago
Havent bought from
74

15
4
11

49
22
27

30
9
21

85

51

70

Online from the designers


15
website (eg gucci.com etc)
Have bought from in the last year 7
Have bought from but longer than 8
a year ago
Havent bought from
85

39

19

2
3

19
20

8
11

96

61

81

Online from third-party


20
website (eg Net-A-Porter etc)
Have bought from in the last year 10
Have bought from but longer than 10
a year ago
Havent bought from
80

42

26

4
4

21
21

13
13

92

58

74

Abroad (eg New York, Paris


32
etc)
Have bought from in the last year 13
Have bought from but longer than 20
a year ago
Havent bought from
68

19

60

38

6
13

28
32

14
24

81

40

62

Source: GMI/Mintel
FIGURE 86: Stores where high street designer/celebrity clothing ranges bought, by

target groups on attitudes towards designer/celebrity brands, February 2010


All

Disinterested Designer
Status
Seekers
1,131
428

Hard-up
Admirers

34

29

44

39

31

21

51

41

Base: internet users aged 16+


1,970
who have bought or likely to buy
clothes
%
M&S (Autograph, Timothy
Everest, Zandra Rhodes, Patricia
Field)
Designers at Debenhams

411

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H&M (Stella McCartney, Madonna, 12


Matthew Williamson, Jimmy Choo)
New Look Giles deacon
12
Peacocks Pearl Lowe
11
Topshop Kate moss
9
Topshop other designers eg
8
Christopher Kane
Oasis the designer collective
6
GapKids Stella McCartney
5
Uniqlo Jil Sander
2
I have never bought clothes from 42
any of these ranges

27

18

8
8
3
4

18
15
20
16

19
14
13
13

2
1
1
56

15
15
4
19

9
6
3
26

Source: GMI/Mintel

Designer/Upmarket Clothing - UK - March


2010
Issues in the Market
Main themes
The UK clothing market is dominated by the mid-market retailers, with the designer
and upmarket clothing sector being very small as confirmed by the consumer
research for this report showing that only around one in five people buy some
designer clothing, though nearly two in five buy some upmarket high street clothing.
Of note is that higher-end shoppers are much more strongly oriented towards men
than women. Indeed, while women are mostly attracted by the physical qualities of
designer and upmarket clothing (ie style, cut, fabric, and quality), men are much
more drawn to the emotional attributes. They believe wearing designer clothing feels
good, gives people status and respect and enables them to make a tribal statement
whether that is to fit in with, or stand apart from, their crowd of friends.
While the designer/ upmarket sector has been relatively insulated from the effects of
the recession, there is evidence of expenditure cutbacks in 2007 by men, in 2008
by both men and women, but in 2009 mostly by women, with menswear being more
buoyant. The key area impacted has been basics.
Consumers are being choosier and more flexible: many are happy to mix top-end
designer with mid-market clothing, especially designer/celebrity collaboration
collections. Still, disposable income or lack of it is the key barrier for people
buying top-end clothing; many admire it, but just cant afford it. This is where high
street retailers with designer/celebrity ranges provide an alternative.
The outlook for the designer and upmarket high street sector looks positive. The big
picture of UK demographics shows increasing numbers of affluent ABs, and research
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131

among buyers of these types of clothing shows they are much more likely to be
intending to spend more money on clothing this year than last year.
Key issues

Where do designer/high-end clothing consumers shop for their clothes and


how popular are the accessible high street/designer collaborations?

What are the key USPs of designer/high-end fashions that people are
prepared to pay more for?

What are the barriers to buying designer/high-end clothes?

How have designer/high-end shoppers been affected by the recession?

To what level are consumers trading up or down?

What influences people to buy clothing items, ie where do they get their
inspiration?

How are online developments influencing the designer/high-end market?


Definition
This report examines consumer attitudes towards designer brands and high-end
clothing retailers. By asking consumers to classify themselves in broad terms
according to their wardrobe and where they buy most of their clothing we can
examine attitudes and purchasing behaviour based on their relative levels of
expenditure on clothing, ie whether they are a value, mid-market or highend/designer shopper. Note this report excludes the responses of value shoppers.
Because of the difficulty in defining a designer brand/high-end retailer and the
different opinions within the trade as to what constitutes a designer label, Mintel
does not attempt to define the market in terms of specific brands or retailers.
Instead, this report examines the difference in attitudes towards clothing according
to consumers own definition of where they shop. However, we do offer an estimate
of consumer spend on designer and high-end clothing based on analysis of TGI data
on the proportion of adults who spend more than 250 per year on clothes together
with our knowledge of the market and from trade insight.
Abbreviations
M&S
TGI

Marks & Spencer


Target Group Index. For further details concerning this
information, including data regarding readership
patterns of users/purchasers and details of brands,
please contact Daniel Flynn
(Daniel.flynn@kantarmedia.com 020 8433 4081) at
Kantar Media

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Designer/Upmarket Clothing - UK - March


2010
Future Opportunities
Not just names and faces but (secret) places and spaces
Exclusivity is fundamental in high-end fashion. While the concept of brand tribe has
by now permeated most markets (and most price tiers), the notion that that tribe
has only certain members, that youve got what it takes to be part of it (money and
status, yes, but also an innate sense of taste), and that no one else can get in,
remains largely confined to the luxury sector. Questions of authority, agency, and
proximity to the brand are all tied to this. The club member wants their opinions
heard, their tastes taken into account and to know whats coming before it hits the
catwalk. The fashion follower who regularly trawls style websites, who treats Vogue
like the Bible and has Harpers Bazaar as their laptop homepage, wants to be part of
fashion in the making.
Expect the unexpected
There is ample opportunity for designer brands to harness this attitude when it
comes to both surprising their customers and involving them more closely with their
brand. This means moving beyond the marketing of individual brand selling points
(eg, designs that fit as though they were tailor-made, deftness/expertise in particular
fabrics), and mining the possibilities of viral strategies, geospatial technology and
transient spaces to create (quasi) spontaneous, invitation-only events.
While drawing on the playfulness, secrecy and cult-quality of the Street Games trend
(a hybrid that connects people, locations, media and events), this is also about
ensuring that the brand remains a malleable concept that continues to stimulate the
consumer an enigma they are always looking to answer. If the appeal of the street
game lies in searching (for ones opponent, a location, an answer), the appeal of the
pre-season collection unveiling set in a mystery location lies in anticipation of the
event, and in the amazement it provokes.
The warehouse about to be torn down, the deconsecrated church, the retired
underground rail tunnel (the ruined freight train on the outskirts of the city) are all
evocative locations that speak of strangeness, poetry and possibility of renewal and
change. In other words, the very elements that give meaning to fashion, and to its
cyclical nature.
Hide and seek
Similarly, if the lasting legacy of the flashmob is a kind of anarchic subversion of
public spaces, that of the pop-up event (marketed via text, featuring a limited
number of items excluded from the main season show, and documented only virally)
is its near-untraceability, the fact that it cant be replicated by the high street, and
that the styles wont (necessarily) be seen, next year, by half the population. In
particular, this speaks to the 38% of designer shoppers who take pride in creating
their own looks and in looking different from the mainstream in other words,
subverting the status quo.

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Extended further, think limited access, brand-endorsed style blogs, advertised in


cryptic messages in urban locations with high pedestrian traffic (for example, via
hanging message boards on building scaffolding, or temporary building and
pavement graffiti). The link advertised alongside the strapline would lead customers
to a web portal only the brands club members could access.
Aside from the secret or pre-launch catwalk show, events might include exclusive sitdown dining parties, the shoppers being served by models wearing the new designs
or late-night underground performances (Burlesque dance? Street dance forms
like popping, locking and break?), in this case with the dancers modelling the
designs.
Spotlighting the extreme
Wharhols analysis of a future in which everyone would achieve 15 minutes of fame
has proven true and in the digital age, that fame is measured in how many Google
links your name brings up, how much documented footage, and how many viral
rumours are being spread about you. And in how much money you can make off the
back of it.
Its what Mintel Inspire terms the Price of Fame trend, and its also what makes the
real, the street, and the common (to use a few loaded phrases) the most soughtafter ideas in marketing. And while aspirational values and rags to riches tales play a
part in this, its also about doing what fashion does best: ie, pushing extreme
concepts. From the launch of heroin chic to the use of the disabled (eg, Benettons
2008 ad campaign featuring amputees), the industry has a lot to answer or take
credit for. While this kind of marketing often rides close to the edge (running the
risk of angering consumers, and tarnishing the brands image), it can also take the
market into new and exciting places, sparking new ideas and giving consumers new
material to talk about (and wear). And in this environment, morality and ethics can
often be a secondary issue.
Cult of the vagabond
Where can brands go next? Perhaps by taking Vivienne Westwoods homeless chic
concept (seen at the January 2010 catwalk show) one step further, using a news
story that, well, appears to have been handed to them on a plate. In March 2010,
the blogosphere picked up on a homeless Chinese man walking the streets of Ningbo,
singling him out for his good looks, catwalk gait, and bohemian clothing style and
discussing him as if he were a celebrity. Rather than dwelling on his origins or
wellbeing, comments focused on dissecting the elements of Brother Sharp or the
Handsome Vagabonds style.
If the likelihood of actually using the so-called Vagabond Prince in a catwalk show is
slim, might brands use footage of him, launch collections that overtly cite him as
their source of inspiration, or ironically claim to have had their collections put
together, supervised, or curated by him?
Could a brand nurture a cult following of the Prince, creating a tongue-in-cheek fan
website with a dedicated get the look section?
Give us back our homeless
Or what about creating collections alongside faux news stories and polemical
editorials that call the Prince to account for stealing an idea they already mined?
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134

(Long before Westwoods 2010 collection, the homeless look was being espoused in
Milan by Dolce & Gabbana, Byblos and Valentino in 93 as designers sought to reflect
the mood of a country in crisis).
In this, think catwalk collections featuring backdrops of faux nonsensical headlines
akin to the tasteless ones for which Diesel is so well-known: ie, Italy accuses China
of stealing their homeless. PM says Bring them back now.

Designer/Upmarket Clothing - UK - March


2010
Strengths and Weaknesses in the Market
Strengths

Design, fabrication and the feelgood factor are the top three positive
attributes of designer clothing, rated most highly by all adults (26%, 20% and 17%
respectively).

ABs are also the most prevalent buyers, but there are also healthy
percentages of C1s and C2s interested in buying designer clothing, so they are a
marketing opportunity especially at the entry level.

Around one in eight (12%) adults buy most of their clothes from designer and
upmarket high street retailers. However, one in five (22%) buy some designer
clothes and almost two in five (37%) buy some upmarket high street clothes.
Therefore, there is an opportunity to encourage occasional buyers to buy more.

The attitudes of men and women towards designer clothing are very different.
Women are keener on designer clothing based on the practical and tangible qualities
of designer clothing (style/cut/quality), whereas men are more interested in less
tangible features, ie what wearing designer clothing can do for them make them
feel good/fit in with or stand out from the crowd.

Designer and upmarket high street buyers are much more likely than average
to be motivated by the media: they are keen readers of fashion and celebrity
magazines as well as blogs etc. This means they are very media-savvy so
communicating to them effectively is critical.

Affluent ABs are increasing as a percentage of the UK adult population, as are


the more aspirational C1s. This is good news for the designer/high-end fashion
sector as these people are more financially able to indulge themselves, such as on
premium clothing.

The premium clothing sector appears to have been less impacted by the
recession than the lower price area. Data for this report show spend on menswear in
particular has been on a stronger growth curve than womenswear in the top price
brackets, and indicate the opportunity for brands to trade up.
Weaknesses

Inability to afford and guilt about spending a lot of money on designer clothes
are the two key reasons preventing mid-market buyers in particular from trading up.
They are also key reasons cited by upmarket high street buyers, although less than
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135

average.

Women are more likely than men to say they cant afford designer clothes and
to feel guilty about spending a lot of money on them. Women also cut back their
spending last year more than men.

Just one in eight (12%) adults buy most of their clothes from designer and
upmarket high street ranges. From cluster analysis, 57% of the population are
disinterested in such clothing and 21% like and admire it, but cant afford it.

Browsing online for the cheapest price, and then visiting that store, is a little
more prevalent among high-end/designer buyers (28% vs 22% of all), as is trying
clothes on in-store and then buying cheaply online (14% vs 10%). So even top-end
buyers want good value, and this means that the market does have some price
sensitivity.

Designer/Upmarket Clothing - UK - March


2010
Whos Innovating?
Key points

Collaborations between designers and retailers continue, with new


entrants in this activity including eBay and Uniqlo.

Celebrities continue to be muses and collaborators the most recent


high-profile association being between Giorgio Armani and Lady Gaga.

The world of sport is providing designers with new collaboration


outlets, and we expect more of this in the run-up to the London Olympics in
2012.

Live streaming of designer fashion shows is reaching a global


audience instantly. This is impacting time-lines and direct ordering activity.

Premium menswear appears to be bucking the recession, with several


top-end houses opening new men-only stores.
Lee Alexander McQueen CBE, 1969-2010

Following the tragic and shocking death in February 2010 of Alexander


McQueen, tributes from around the world hailed the British designer as one of
fashions great innovators. The fashion world will be poorer for his passing, wrote
Sarah Brown, wife of the Prime Minister in a tribute letter posted on the memorial
board at the entrance to London Fashion Week.

McQueens visionary designs were immensely influential in concept and cut.


He won British Designer of the Year four times and was awarded a CBE in 2003. His
catwalk shows were also revolutionary, merging art with technology and fantasy.

The Alexander McQueen brand is 51% owned by Gucci which in turn is part of
PPR. The company has indicated that it intends to carry on the label.
Designer/Retailer Collaborations

eBay launched its first fashion designer collaboration in February with


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136

Narciso Rodriguez. He is famed for dressing celebrities such as Michelle Obama


and actress Rachel Weisz. The range sells on a separate area of the ebay.com site
and is priced in dollars, but is shipped and marketed internationally. eBay has been
moving away from its traditional auction offer over the past year and this move
makes it more of a competitor to ASOS.

Sonia Rykiel and H&M in a more unusual move from H&Ms one-off
designer collaborations, French designer grande dame Sonia Rykiel has created two
separate outerwear collections and an underwear range for the high street fashion
retailer.

The Jil Sander collaboration with Uniqlo is reportedly a great success; the +J
line launched in autumn 2009 in selected Uniqlo stores around the world. Sanders
minimalist design aesthetic sits well with Uniqlos brand philosophy and the price
points are affordably higher than the Uniqlo mainline.

New designers for Topshop this spring 2010 season are knitwear designers
Mark Fast and Louise Goldin.

Debenhams launched Henry Holland as its latest Designer, under the H!


label.

Whistles launches its second range of dresses by Roksanda Ilincic.

Ted Baker has created a lingerie collection for Debenhams, following the
termination of Bakers lingerie licensing agreement with lingerie firm Intimas in June
2009. The range is called Miss B and launches in spring 2010. Ted Baker already
does a newborn babywear line for Debenhams called Baker Baby.

Browns celebrates its 40th anniversary with Future Collectables. The iconic
London designer and independent retailer has approached 40 designers and asked
each one to produce an exclusive piece for the business. These will be sold from midApril in its stores and website.
Designers and celebrities

Lady Gaga is making a big statement with Giorgio Armani: she wore three
Giorgio Armani Priv outfits at the 2010 Grammy Awards, held in Los Angeles, and is
also wearing Armani outfits on her current world tour. These include a sparkly
structured body suit with enhanced curved shoulders, a segmented sparkling body
suit with a lobster effect on one sleeve, a geometric mini dress with a dramatic
mirror effect and a floor length black patent trench. Each look is completed with
specially made matching shoes and sunglasses, all by Armani. Giorgio Armani says,
She is a modern fashion phenomenon. Also seen at the Grammy Awards was
Jennifer Hudson in Victoria Beckham, Jennifer Lopez in Versace, Katy Perry in Zac
Posen and Nicole Kidman in Prada.

Celebrity-turned-designer Victoria Beckham has gained more positive


reactions to her fourth collection, unveiled during New York Fashion Week in
February. She is hailed as having a strong signature look slim and elegant with a
restrained sexiness and keen attention to detail. The business achieved sales of 4.7
million in the last year, according to industry sources.

US designer house Halston has signed 44-year-old Sarah Jessica Parker


(Carrie Bradshaw in Sex and the City) to take an active design role as creative
consultant for Halston Heritage. The companys just-launched second collection
features updated archival pieces at contemporary price points. Advertisements for
the next Sex and the City film show Carrie Bradshaw wearing a dress by Halston
Heritage.
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Longchamp has signed Kate Moss to design a signature line of handbags.


Moss continues her collaboration with Topshop.
Designers and sport

Giorgio Armaniand Reebok International announced a global alliance in


January 2010 to create a special collection, combining active style with sport and
technology. Armanis EA7 and Emporio Armani labels, with their sporty and sexy
lines, have teamed up with Reeboks innovation and technologies, resulting in the
first EA7/Reebok and Emporio Armani/Reebok collections that were presented at
Milan Fashion Week. Distribution to Emporio Armani boutiques, select Reebok
concept stores and preferred retailers worldwide is from July 2010. Today
sportswear and active wear have become really important parts of our wardrobes. I
wanted to offer my customers the possibility of wearing sports clothes that were
stylish and comfortable, said Giorgio Armani.

Quintessentially British designer Paul Smith has created a collection for


Apple: designed for a mobile lifestyle and tailored to fit Apple products perfectly.
MacBook and iPod cases feature the signature multi-stripe and photographic prints,
and are offered in a choice of sizes and fabrics. Paul Smith has also collaborated with
ski manufacturer Edelwiser to produce skis in his tonal signature multi-stripe.
Entering the digital era

Live streaming of designer fashion shows

Many designers decided to live stream their catwalk shows this season,
thereby expanding access beyond the show venues. While US designer Michael
Kors began live streaming two years ago, others are doing it for the first time. This
February, Burberrylive streamed its womenswear catwalk show from London
Fashion Week in 2D on a special website (http://live.burberry.com) and in 3D to
custom screening sites in New York, Paris, Dubai, Tokyo and Los Angeles. Viewers
could watch and comment on the show in real time using their Facebook and Twitter
accounts.

Taking a more commercial stance to live streaming was US designer Proenza


Schouler for 24 hours after the show, online shoppers could pre-order the autumn
handbags seen on the runway, through the companys transactional website.
Armani goes online

Giorgio Armani has launched armani.com, designed to provide a real insight


into the Armani world. Enhanced selection guides and other features allow viewers to
explore, interact and be up to date with the latest Armani news in real time. There
are also links to the official Armani social networking pages on Facebook and
YouTube. A Twitter account will be online soon. The Shop online area of the site
offers seasonal collections for men and women, including Armani Collezioni, Emporio
Armani and Armani Exchange.
New launches

Ted Baker launches diffusion line

In August 2009, Ted Bakerlaunched a lower-priced menswear sub-brand


called Born, which is a premium range with a more youthful feel and more fashiondirectional. Born is around 20% cheaper than the mainline and is aimed at 18-25year-olds. It is sold to existing stockists of Ted Baker, as well as other independents
that are more directional and focused on casualwear.
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Gucci to launch a couture line?

According to industry sources, designer Frida Giannini Creative Director of


Guccis women's ready-to-wear range and who also now oversees the menswear
collection is working on a new luxurious offshoot for the world's rich and famous.
The launch of a couture line would follow in the footsteps of Giorgio Armani who
launched his Priv line two years ago, and which is said to be doing well especially in
the US and Asian markets.
Boss Green adds womenswear

German premium brand Hugo Boss will launch a womenswear range under
its Boss Green label for autumn 2010. This follows the success of the golf-inspired
Boss Green menswear label which first appeared in 2004. The womenswear will
comprise around 110 pieces and have a preppy sportswear look inspired by heritage
golf wear.
Mark Fast diffusion line

Last season, British knitwear designer Mark Fast hit the headlines with the
controversy over using larger size models for his bodycon revealing knitted
creations. He has gained a cult following for his sexy cobwebby knits but prices are
sky high. So now he is launching a lower-priced capsule collection in nylon and
elastane called Faster.
CH Carolina Herrera first London shop

The US lifestyle brand is to open its first ever London store at the end of
March. The store will present the brands lifestyle collection, encompassing a mix of
womens, mens and childrens fashion alongside accessories, speciality and limited
edition items, and will be located on Mount Street, London W1 where Irish/Chinese
designer John Rocha (who also designs for Debenhams) has his designer boutique.
Advertising initiatives

Family values for Missoni

Italian designer brand Missoni has launched a new advertising campaign for
spring/summer 2010 shot by photographer Juergen Teller. The campaign, conceived
by creative director Angela Missoni, features three generations of the Missoni family
and was shot at the Italian home of the founders Tai and Rosita.
Versace chooses Jagger daughter

Italian designer house, Versace, is using Georgia May Jagger youngest


daughter of Mick Jagger and Jerry Hall as the new face for its spring/summer 2010
women's advertising campaign. Georgia was recently voted Model of the Year at the
British Fashion Awards. Donatella Versace said, "She's smart, a strong personality,
beautiful, full of energy... and with that natural high star quality. She's a real
Versace girl." The campaign was shot by photographer Mario Testino in London and is
featuring in fashion and lifestyle publications worldwide.
Calvin Klein using four hunks

For the first time, Calvin Klein is using four sporting/acting celebrities
together in its spring 2010 advertising campaign. Baring almost all are: Fernando
Verdasco (Spanish tennis player), Hidetoshi Nakata (retired Japanese soccer player),
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Kellan Lutz (of the Twilight film series fame), and Mehcad Brooks (from TV series
Desperate Housewives and True Blood). In addition to the ad campaign, a dedicated
micro-site launched on 15 February.
Cristiano Ronaldo modelling for Emporio Armani Underwear and Armani Jeans

This advertising campaign broke in February 2010 and features in sport,


fashion and lifestyle magazines and on signature billboards in major cities such as
New York, Los Angeles, London, Milan, Rome, Paris and Tokyo. Giorgio Armani said
he chose Ronaldo for his energy, for his youthful, exciting and yes, sexy, attitude.
Giorgio Armani has long been associated with the world of sport, and has dressed
many of the worlds great players including David Beckham, Ronaldo, Luis Figo,
Thierry Henry, Christian Vieri, Fabio Cannavaro and Andriy Shevchenko.
Revival initiatives

Cerruti has snapped up British designer Richard Nicoll to design its


womenswear line. Nicoll is famed for great tailoring and is worn by Cheryl Cole, Kate
Moss and Sofia Coppola. His first collection for the tradition Italian suiting house
debuts in March: fashion insiders say if anyone can make the suit giant relevant to a
new generation, then Nicoll can.

Plans are also underway for British heritage brand Aquascutum. When
Harold Tillman bought Jaeger in 2003 it was on the brink of collapse but, with the
help of former Debenhams trading director Belinda Earl, has made it relevant and
successful again. Now they hope to do the same with Aquascutum which they bought
in September 2009. Tillman is keen to develop the menswear site of Aquascutum
(Jaeger is predominantly womenswear) and is also working on distribution.
Fashion and art

Newly revived Scottish knitwear company Pringle has collaborated with the
Serpentine Gallery to commission a number of contemporary artists to reinterpret its
most iconic products the twin set and Argyle pattern to create wearable art. The
limited edition pieces are priced from around 1,000; half the collection goes on sale
in June, having been previewed during London Fashion Week, and the other half in
September.

Mulberryteamed up with Fred (one of East Londons contemporary art


galleries) to commission five artists to design limited edition tote bags selling at
395. With just 100 of each they sold out quickly.
Fashion and film/TV

Fashion film is developing into a popular medium for designers to reach new
audiences and present their collections in new ways. During London Fashion Week in
February 2010, Hussein Chalayan, a designer at the vanguard of integrating
fashion and technology, presented three of his most iconic films from the past
decade, and Boudicca, another pioneer of the fashion film genre, showed a film from
their archive. Other designers presenting films include Antoni & Alison, Cassette
Playa, Craig Lawrence, Danielle Scutt, JW Anderson, LP.BG and
Twenty8Twelve.
Menswear market

Designers get in touch with customers

Menswear labels are ensuring that they offer what both the stores and the

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consumers really want. At the January 2010 presentations for the autumn season,
Christopher Bailey of Burberrywas quoted as saying: "Men don't want frivolous
fashion. Men today are looking for handmade, beautiful clothes that are authentic
and have a point of view, pieces that have individuality." Andreas Kronthaler,
menswear designer for Vivienne Westwood, agreed: "This season is all about
encouraging people to buy individual pieces that they will keep for ever."
Roland Mouret enters sector

Roland Mouret (famed in womenswear for his bodycon Galaxy dress)


launched into menswear with a debut RM collection comprising 15 styles, including
1950s-influenced jeans with turn-ups.
Boy Zones new menswear stores

Many designers are focusing more of their attention on the menswear market,
opening male-only stores that are exclusive and engaging, with very high service
levels. The trend started in September 2008 when French luxury brand Lanvin
replaced its womenswear store on Bond Street with a mens emporium on Savile
Row. Also in 2008, Dunhill opened its mens store/gentlemans club Bourdon House
in London. Last year Louis Vuitton opened an exclusive mens section in Harrods
alongside the stores revamped menswear department. In March this year, Vivienne
Westwood opens a new mens boutique on Conduit Street.
Luxury brands focus on their heritage

Europes big luxury players are moving heritage to the forefront of product
and communication efforts as a way to reassure and seduce consumers spooked
by recession. Among brands product initiatives this spring are:

Louis Vuittons heritage line of wallets reprising the first small leather
goods the French firm introduced a century ago.

Diors refreshed range of perfumes from the 1950s, which will be backed with
the same Ren Gruau illustrations used in past advertising. The scents include Eau
Fraiche (1953), Diorissimo (1956), Diorella (1972) and Dioressence (1979).

Guccis sponsorship in December of the European Equestrian Masters


showjumping competition, awakening ties to the equestrian world that hark back to
1921.

The launch in November 2009 of Burberrysartofthetrench.com, an evolving


celebration of the iconic Burberry trench coat. The site is an ongoing project between
Burberry and leading image makers, with regular collaborations. Speaking about
Burberrysrecent menswear collection launch for winter 2010, chief creative officer
Christopher Bailey said it was all about: Protect, explore and inspire it is going
back to our roots, what the company has been built on.
Taking control

Ralph Laurenis acquiring its Asia-Pacific operations outright, which had


previously been licensed. This will give it greater control over the business
including production and distribution and says this move is the beginning of an
exciting new journey in Asia which is an important part of our long-term vision.
Regarding Ralph Laurens financial performance in 2009, the company did better
than expected which was helped by enhancing the handbag and small leather goods
collections.
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