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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2007
Table of Contents
- Issues in the Market
- Definitions
- Financial definitions
- Abbreviations
- Market in Brief
- A booming market
- M&S the biggest spender
- Positive factors for fashion advertising...
- But also some negatives...
- What our research found
- The future
- Trading climate changes
- Too many adverts may turn off consumers
- Health trends - the shape of the future
- Older consumers mean a new relationship
- Fashion - behind the trend for the Internet
- Internal Market Environment
- Price environment changes for fashion
- Figure 1: UK retail sales, clothing and footwear, value, volume and price, not seasonally adjusted, % change year-on-year, 1997-07
- Non-price factors take over
- Shift away from traditional media usage patterns
- Fall in newspaper readership
- Figure 2: Views on newspaper readership frequency, when asked "Do you read a national newspaper more often, less often or about the same as you did two years ago?", 2006
- Internet ad spend takes off
- Figure 3: Total advertising spend by media, % change 2005-06
- Figure 4: Total advertising spend, 2006
- Own-brand retailers dominate clothing sector
- Figure 5: UK: Clothing market - channels of distribution, 2005
- Broader Market Environment
- Consumer incomes, saving and expenditure
- Figure 6: UK real personal disposable income growth, consumer expenditure growth, bank base rate and savings ratio, actual and projected, 2002-12
- Retail sales start to tail off
- Figure 7: UK retail sales, value, % change quarter on same quarter the year before, 2002 Q2 to 2007 Q2
- Older population creates communication challenge
- Move upmarket may help advertisers
- Employment trends better for women
- Strengths and Weaknesses in the Market
- Strengths
- Rivalry between retailers
- Focus moves away from price
- Rise of online advertising
- Increasingly upmarket audience
- Weaknesses
- Consumers become immune to heavy advertising
- Pressure on margins to cut ad budgets
- More older customers
- Failure to target appropriate consumers
- Market Size and Forecast
- Key points
- Market boomed in 2006/07
- Figure 8: Fashion advertising expenditure, 2002/03-2011/12
- Figure 9: Estimated fashion advertising spending, 2002/03-2006/07
- What will affect this market in future?
- Consumers become immune
- Slowing disposable income growth
- Retailers under pressure
- Ageing audience
- The rise and rise of the Internet
- Health trends in the population
- Alternative scenario
- Figure 10: Fashion advertising expenditure, current prices, 2002/03-2011/12
- Figure 11: Fashion advertising expenditure constant prices, 2002/03-2011/12
- To advertise or not to advertise
- The Market in Context
- Key points
- Fashion vs total advertising
- Figure 12: Fashion advertising expenditure, year to end May 2003 to year to end May 2007
- Media used by fashion advertisers
- Figure 13: Fashion advertising expenditure, 2003-07
- Figure 14: Fashion advertising expenditure, year to end May 2007/Total UK advertising expenditure, calendar year 2006
- Who are the biggest fashion advertisers?
- Figure 15: Top 20 fashion retail advertisers, by share of total fashion advertising market, 2003-07
- Dolce & Gabbana heads the designer crowd
- Figure 16: Top ten luxury and designer advertisers, by advertising expenditure, 2003-2007
- Nike comes first in sports and casual brands
- Figure 17: Top ten sports, casualwear and other brand advertisers, by advertising expenditure, 2003-07
- Fashion Advertising Last Seen/Heard
- Key findings
- Retailer ads with the strongest impact
- M&S’ ads seen by 75%
- Figure 18: Fashion advertising seen/heard, last 12 months, August 2007
- M&S may be missing its mark
- John Lewis creates male awareness
- TK Maxx spreads across the age groups
- Figure 19: Fashion advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Tesco spans age and class
- Figure 20: Fashion advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Matalan off-pitch on age
- Figure 21: Fashion advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Fashion Advertising Last Seen/Heard- Detailed Consumer Demographics
- Figure 22: Fashion advertising seen/heard in the last 12 months by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Figure 23: Fashion advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Figure 24: Fashion advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Where Fashion Advertising Was Seen/Heard
- M&S achieves best targeting with press
- Figure 25: Where M&S advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Debenhams is hit and miss on most media
- Figure 26: Where Debenhams advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Press more precise than TV for John Lewis
- Figure 27: Where John Lewis advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- House of Fraser veers off-course with TV
- Figure 28: Where House of Fraser advertising seen/heard in the last 12 months, by gender, age and socio-economic group, August 2007
- TK Maxx ads seen by teenagers and women
- Figure 29: Where TK Maxx advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- TV most effective for Next
- Figure 30: Where Next advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- TV also a hit with Tesco customers
- Figure 31: Where Tesco advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Kylie ads reach wrong audience
- Figure 32: Where H&M advertising seen/heard in the last 12 months, by gender, age and socio-economic group, August 2007
- Asda achieves recognition with Coleen
- Figure 33: Where Asda advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- TV makes less impact on Gap
- Figure 34: Where Gap advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Teenagers reached by Matalan's TV ads
- Figure 35: Where Matalan advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Topshop consumers confused
- Figure 36: Where Topshop advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
- Where Fashion Advertising Was Seen/Heard - Detailed Consumer Demographics
- M&S
- Figure 37: Where M&S advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage, supermarket used, August 2007
- Debenhams
- Figure 38: Where Debenhams advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- John Lewis
- Figure 39: Where John Lewis advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- House of Fraser/John Lewis
- Figure 40: Where House of Fraser and John Lewis advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- TK Maxx/H&M
- Figure 41: Where TK Maxx and H&M advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Next
- Figure 42: Where Next advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Tesco
- Figure 43: Where Tesco advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Asda
- Figure 44: Where Asda advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Gap/Topshop
- Figure 45: Where Gap and Topshop advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Matalan
- Figure 46: Where Matalan advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
- Retail Competitor Analysis
- Key Points
- The competitive line-up
- Figure 134: Advertising audiences for major fashion retailers, positioned by age and socio-economic status, August 2007
- Figure 135: Shopper bases for major fashion retailers, positioned by age and socio-economic status, August 2007
- What the comparisons show
- Figure 136: Major fashion retail advertisers' competitive position, 2007
- Figure 137: Secondary fashion retail advertisers' competitive position, 2007
- Minor advertisers
- Figure 138: Total Advertising spend, by advertiser and media, Year to end May 2007
- Retail Profiles
- Marks & Spencer
- Advertising strategy
- Figure 139: Marks & Spencer, advertising expenditure, 2002/03-2006/07
- Figure 140: Marks & Spencer, fashion advertising expenditure, June 2006 to May 2007
- Advertising impact
- Figure 141: Marks & Spencer, fashion advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Agencies used
- Outlook
- Debenhams
- Advertising spending
- Figure 142: Debenhams, fashion advertising expenditure, 2002/03-2006/07
- Figure 143: Debenhams, fashion advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 144: Debenhams, fashion advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Agencies used
- Outlook
- John Lewis
- Advertising strategy
- Figure 145: John Lewis, fashion advertising expenditure, 2002/03-2006/07
- Figure 146: John Lewis, fashion advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 147: John Lewis, advertising audience versus its shoppers, August 2007
- Agencies used
- Analysis and outlook
- House of Fraser
- Advertising spending
- Figure 148: House of Fraser, fashion advertising expenditure, 2002/03-2006/07
- Figure 149: House of Fraser, advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 150: House of Fraser, advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Analysis and outlook
- TK Maxx
- Advertising spending
- Figure 151: TK Maxx, fashion advertising expenditure, 2002/03-2006/07
- Figure 152: TK Maxx, advertising expenditure, June 2006-May 2007
- Advertising impact
- Recent key campaigns
- Figure 153: TK Maxx, advertising audience versus its shoppers, August 2007
- Agencies used
- Analysis and outlook
- Next
- Advertising spending
- Figure 154: Next, fashion advertising expenditure, 2002/03-2006/07
- Figure 155: Next, fashion advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 156: Next, fashion advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Agencies used
- Analysis and outlook
- Tesco
- Advertising spending
- Figure 157: Tesco, fashion advertising expenditure, 2002/03-2006/07
- Figure 158: Tesco, fashion advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 159: Tesco, fashion advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Agencies used
- Analysis and outlook
- Bhs
- Advertising spend
- Figure 160: Bhs, fashion advertising expenditure, 2002/03-2006/07
- Advertising impact
- Figure 161: Bhs, fashion advertising audience versus shoppers, August 2007
- Key recent campaigns
- Analysis and outlook
- H&M
- Advertising spending
- Figure 162: H&M, fashion advertising expenditure, 2002/03-2006/07
- Figure 163: H&M, advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 164: H&M, fashion advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Agencies used
- Asda
- Advertising spending
- Figure 165: Asda, fashion advertising expenditure, 2002/03-2006/07
- Advertising impact
- Figure 166: Asda, fashion advertising audience versus its shoppers, August 2007
- Recent key campaigns
- Agencies used
- Analysis and outlook
- Non-specialist retailers
- Harrods
- Figure 167: Harrods, advertising expenditure, 2002/03-2006/07
- Figure 168: Harrods, advertising expenditure, June 2006 to May 2007
- Latest key campaigns
- Figure 169: Harrods, recent ad campaigns, 2006-07
- Analysis and outlook
- Bonmarché
- Advertising spending
- Figure 170: Bonmarché, advertising expenditure 2002/03-2006/07
- Latest key campaigns
- Figure 171: Bonmarché, recent ad campaign, 2007
- Analysis and outlook
- TJ Hughes
- Advertising spending
- Figure 172: TJ Hughes, advertising expenditure, 2002/03-2006/07
- Figure 173: TJ Hughes, advertising expenditure, June 2006-May 2007
- Latest key campaigns
- Figure 174: TJ Hughes, recent ad campaigns, 2006-07
- Analysis and outlook
- JJB Sports
- Advertising spending
- Figure 175: JJB Sports, advertising expenditure, 2002/03-2006/07
- Latest key campaigns
- Figure 176: JJB Sports, recent ad campaigns, 2006-07
- Analysis and outlook
- Gap
- Advertising spending
- Figure 177: Gap, advertising expenditure, 2002/03-2006/07
- Advertising impact
- Figure 178: Gap, advertising audience versus its shoppers, August 2007
- Latest key campaigns
- Figure 179: Gap, recent ad campaigns, 2006-07
- Analysis and outlook
- Matalan
- Advertising spending
- Figure 180: Matalan, advertising expenditure, 2002/03-2006/07
- Advertising impact
- Figure 181: Matalan, advertising audience versus its shoppers, August 2007
- Latest key campaigns
- Figure 182: Matalan, latest ad campaigns, 2006-07
- Analysis and outlook
- Evans
- Advertising spending
- Figure 183: Evans, advertising expenditure, 2002/07-2006/07
- Advertising impact
- Figure 184: Evans, fashion advertising audience versus its shoppers, August 2007
- Latest key campaigns
- Figure 185: Evans, latest ad campaigns, 2006-07
- Analysis and outlook
- Selfridges
- Advertising spending
- Figure 186: Selfridges, advertising expenditure, 2002/03-2006/07
- Figure 187: Selfridges, advertising expenditure, June 2006 to May 2007
- Latest key campaigns
- Figure 188: Selfridges, recent ad campaigns, 2006-07
- Analysis and outlook
- River Island
- Advertising spending
- Figure 189: River island, advertising expenditure, 2002/03-2006/07
- Advertising impact
- Figure 190: River Island, fashion advertising audience versus its shoppers, August 2007
- Latest key campaigns
- Figure 191: River Island, recent ad campaigns, 2006-07
- Analysis and outlook
- Dorothy Perkins
- Advertising spending
- Figure 192: Dorothy Perkins, advertising expenditure, 2002/03-2006/07
- Figure 193: Dorothy Perkins, advertising expenditure, June 2006-May 2007
- Advertising impact
- Figure 194: Dorothy Perkins, fashion advertising audience versus shoppers, August 2007
- Figure 195: Dorothy Perkins, recent ad campaigns, 2006-07
- Primark
- Market Factors - Appendix
- Figure 196: UK population by age, 2002-07 and 2012
- Figure 197: UK adult population 15+ by socio-economic group, 2002-07 and 2012
- Figure 198: UK male and female employment, 2002-07 and 2012
AbstractFashion Advertising spending has risen dramatically as retailers have tried to move their positioning away from the price-driven competition of the past few years and become more upmarket and aspirational. Advertising spending by the top ten retailers has doubled in the past four years to £114 million.
Faced with a number of issues ranging from a potential slowdown in consumer spending to an ageing fashion audience and rapidly changing media usage patterns, retailers and brands are having to innovate in their advertising in order to survive.
The key themes this report sets out to address are:
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How big is the market and what are the driving forces behind its growth?
- What are the potential problems that might slow growth in the future?
- Which advertisers are most successful in reaching their audiences and what strategies do they use?
- What do consumers think about fashion advertising they see? Does it inspire them and do they enjoy seeing and hearing it?
- Which consumers respond the most?
- What might the impact of the Internet be on fashion advertising?
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