Market Research Logo

Seasonal Summer Fashion - UK - December 2015

Seasonal Summer Fashion - UK - December 2015

“As three quarters of Britons only purchase new clothing for a holiday or festival that they will be able to wear again, there is demand for retailers to offer more adaptable summer collections that are less seasonally defined and can be worn away from the beach and in the UK even with the unpredictable summer weather.”

– Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

How can retailers drive holiday wear purchases?

What types of retailers stand out for occasionwear?

What opportunities are there for driving sales of clothes for weddings or other special occasions in the summer?


OVERVIEW
Products covered in this report
EXECUTIVE SUMMARY
Domestic holidays down as people head overseas
Figure 1: Number of domestic and overseas holidays, 2009-14
Retailers use festivals as a marketing tool
Gap in the market for young male holiday wear
Figure 2: Purchasing of fashion items for different summer events, September 2015
Department stores are the number one choice for occasionwear
Figure 3: Retailers where fashion items for summer 2015 holidays and/or wedding or other special events during summer 2015 were
purchased, September 2015
Women prioritise flattering fitting occasionwear
Figure 4: What would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special
occasion in the summer, September 2015
Half buy occasionwear from usual retailers
Figure 5: Agreement with attitudes towards purchasing clothes for a wedding, races or other formal event in the summer, September
2015
Female over-45s want multipurpose holiday wear
Figure 6: Agreement with attitudes towards purchasing clothes for summer holidays or festivals, September 2015
What we think
ISSUES & INSIGHTS
How can retailers drive holiday wear purchases?
What types of retailers stand out for occasionwear?
What opportunities are there for driving sales of clothes for weddings or other special occasions in the summer?
THE MARKET
Market drivers
Summer temperatures fall below average in 2015
Domestic holidays down as people head overseas
Figure 7: Number of domestic and overseas holidays, 2009-14
Figure 8: Long-haul vs. short-haul holidays, by volume, 2009-14
Figure 9: Domestic vs overseas holidays expenditure, 2009-14
16-24s are the main festival attendees
Figure 10: Music festival visiting, by age, June 2015
Wedding season peaks in August
Figure 11: Month of occurrence for marriages in England and wales, 2010 and 2011*
Smartphone ownership fuels photo sharing activity
Figure 12: Personal ownership of consumer technology products, by age, June 2015
Figure 13: Online activities performed in the last three months, by age, June 2015
Falling 15-24s could pose a challenge
KEY PLAYERS
What you need to know
Retailers use festivals as a marketing tool
Expert advice is in fashion
Sustainable swimwear
Men’s made-to-measure and style advice services
Pre-summer advertising peaks in March
M&S and H&M biggest spenders on beachwear ads
Summer advertising campaigns
Innovations and launch activity
Holidays, festivals and summer wear
Figure 14: H&M’s co-branded collection with the Coachella Valley Music and Arts Festival, 2015
Weddings and formal occasions
Figure 15: Screenshot from Hackett’s wedding style platform, The Stag
Advertising and marketing activity
Pre-summer advertising peaks in March
Figure 16: Recorded above-the-line, online display and direct mail total advertising expenditure on fashion and accessories,
February-August 2014 and 2015
Advertising spend on beachwear
Figure 17: Recorded above-the-line, online display and direct mail total advertising expenditure on beachwear, February-August
2011-15
Figure 18: Sainsbury’s spring/summer marketing
Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on beachwear, by media type, 2015
Summer advertising campaigns: the high street
Figure 20: A shot from Very’s #Can’tWaitForSummer television advert, 2015
Summer advertising campaigns: designer
Figure 21: Ted Baker’s spring/summer 2015 campaign images
THE CONSUMER
What you need to know
Gap in the market for young male holiday wear
A quarter of under-35s buy fashion for festivals
A fifth buy items for weddings
Department stores are the number one choice for occasionwear
Women prioritise flattering fitting occasionwear
Young want formal clothes designs that stand out
Half buy occasionwear from usual retailers
54% of women struggle to know what to wear to formal events
Female over-45s want multipurpose holiday wear
Young women drive swimwear purchases
Purchasing for summer events
Gap in the market for young male holiday wear
Figure 22: Types of fashion items purchased for different summer events, September 2015
Driving purchasing of holiday footwear and accessories among older women
A quarter of under-35s buy fashion for festivals
A fifth buy items for weddings
Figure 23: Purchasing of fashion items for different summer events, September 2015
Young females buy clothes, shoes and accessories for holidays
Figure 24: Repertoire of items purchased for summer holiday in 2015, September 2015
Where fashion items for summer events were purchased
Primark is the holiday retailer of choice
Figure 25: Retailers where fashion items for summer 2015 holidays and/or wedding or other special events during summer 2015 were
purchased, September 2015
Young women shop at New Look and H&M for holidays
Figure 26: Retailers where fashion items for summer 2015 holidays were purchased, by gender, September 2015
Department stores are the number one choice for occasionwear
Figure 27: Retailers where fashion items were purchased for weddings or other special events during summer 2015, by gender,
September 2015
Less than one in 10 buy from occasionwear specialists
Encouraging purchasing of clothes for a wedding or other special occasion in the summer
Women prioritise flattering fitting occasionwear
Figure 28: What would encourage consumers to shop at a particular retailer when purchasing clothes for a wedding or other special
occasion in the summer, September 2015
Low prices
Young want designs that stand out
Figure 29: Agreement with ‘designs that stand out’ as one of the factors that would encourage consumers to shop at a particular
retailer when purchasing clothes for a wedding or other special occasion in the summer, by age, September 2015
Attitudes towards purchasing clothes for a wedding, races or other formal event in the summer
Half buy occasionwear from usual retailers
Figure 30: Agreement with attitudes towards purchasing clothes for a wedding, races or other formal event in the summer,
September 2015
54% of women struggle to know what to wear to formal events
Men keen on retailers that offer alteration services
Under-45s keen on personal shopper for occasionwear
Methodology
Figure 31: Attitudes towards clothes purchasing in the summer – CHAID – Tree output, September 2015
Attitudes towards purchasing clothes for summer holidays or festivals
Female over-45s want multipurpose holiday wear
Figure 32: Agreement with attitudes towards purchasing clothes for summer holidays or festivals, September 2015
Seasonal summer sales
Young women drive swimwear purchases
Holiday or festival pages online
APPENDIX
Data sources and abbreviations
Data sources
Consumer research methodology
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report