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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.
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:
Source: GMI/Mintel
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.
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.
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:
2004-14
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.
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University.
Mintel Group Ltd.
FIGURE 3:
2010
Base: 429 internet users aged 16+ who have bought any high-end
designer clothes
Source: GMI/Mintel
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.
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.
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
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.
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.
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University.
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FIGURE 4:
2010
Base: 2,000 internet users aged 16+
Source: GMI/Mintel
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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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:
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University.
Mintel Group Ltd.
FIGURE 6:
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.
Mintel Group Ltd.
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
-
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:
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
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
-
10
More men spent nothing in 2009 (81%) and this has been an ongoing trend
since 2004 (78%).
The most popular level of spend is 20-99 which has seen an increase during
2004-09.
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
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:
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
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).
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:
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
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:
14
With the changing population age structure, 25-34 and 45-54s are
key targets, polarised between pre-/no family and third agers.
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:
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:
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.
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:
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
2009 (est)
000
% change
2009-14
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
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
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17
FIGURE 17:
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.
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:
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%
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
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
2007
2008
2009
2010
(est)
m
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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
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
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:
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.
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
%
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.
All
%
44
28
30
30
26
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23
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.
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:
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
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.
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:
2005
000
2006
000
2007
000
2008
000
2009
000
Total
000
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
26
However, they are also rather keen on getting a good deal, and the
internet is a key channel for them to achieve this.
Mostly high-end or
designer fashion
buyers
%
49
44
39
22
23
25
27
28
12
18
10
14
Source: GMI/Mintel
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%).
FIGURE 26:
Mostly high-end or
designer fashion
buyers
%
12
38
25
17
39
38
44
27
13
Source: GMI/Mintel
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%).
28
FIGURE 27:
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
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.
29
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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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
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:
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.
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32
FIGURE 30: Type of garments bought from high-end designer retailers, by gender, age
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:
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,
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,
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:
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.
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 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.
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
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
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
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.
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:
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
%
65
43
55
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:
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.
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?
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.
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.
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.
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
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
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.
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48
FIGURE 43:
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
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:
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:
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
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.
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).
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51
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
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.
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:
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
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.
2010
Base: 1,970 internet users aged 16+ who buy clothes
All
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
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:
I would
The only
feel guilty designer
spending item I
a lot of
have is
money on fragrance
a
designer
brand
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
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.
I wear
designer
underwear
(eg Calvin
Klein)
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
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58
Source: GMI/Mintel
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59
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?
Most likely of all the groups to buy online from both a designers website
(39%) and from a third-party website (42%).
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?
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.
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?
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.
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
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.
63
200 or more
1.1
1.2
1.5
1.5
+0.4
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:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.
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
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:
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.
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
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
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Mintel Group Ltd.
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
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
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Mintel Group Ltd.
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
This report is supplied in accordance with Mintel's terms and conditions. Supplied to Leeds Beckett
University.
Mintel Group Ltd.
68
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
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
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
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
74
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
76
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
78
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
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
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,
85
Coats
%
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
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
14
14
14
64
62
60
Sunday newspaper
readership:
Broadsheet readers
Mid-market tabloid
readers
Popular tabloid readers
None of these
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
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,
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
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
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
42
39
50
49
18
18
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
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,
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
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
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
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
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
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,
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
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
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
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
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
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
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
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
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
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
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
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
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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
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:
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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
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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
16
13
12
16
11
18
13
10
10
Source: GMI/Mintel
Base: 1,970 internet users aged 16+ who have bought or likely to buy
clothes
Disinterested
%
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
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
59
67
56
43
65
14
15
25
35
14
27
18
19
22
21
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
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
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
60
55
65
20
26
13
20
19
22
Source: GMI/Mintel
FIGURE 83: Target groups on attitudes towards designer/celebrity brands, by
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
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
26
20
25
20
19
17
Source: GMI/Mintel
FIGURE 84: Bought different clothes from group of retailers, by target groups on
Hard-up
Admirers
1,970
Disinterested Designer
Status
Seekers
1,131
428
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
75
91
92
53
58
64
411
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128
45
47
58
44
39
47
25
55
42
49
9
62
49
58
8
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
Disinterested Designer
Status
Seekers
1,029
422
Hard-up
Admirers
7
2
5
60
29
31
28
11
17
93
41
72
26
76
50
9
18
45
31
17
33
74
24
50
29
60
43
11
19
30
30
16
28
71
40
57
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
39
19
2
3
19
20
8
11
96
61
81
42
26
4
4
21
21
13
13
92
58
74
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
Disinterested Designer
Status
Seekers
1,131
428
Hard-up
Admirers
34
29
44
39
31
21
51
41
411
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130
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
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
What are the key USPs of designer/high-end fashions that people are
prepared to pay more for?
What influences people to buy clothing items, ie where do they get their
inspiration?
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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.
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.
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.
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
136
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.
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.
137
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.
138
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
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
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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139
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
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.
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
Menswear labels are ensuring that they offer what both the stores and the
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140
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
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).
141
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142