UK Plus Size Womenswear| Verdict Trend Report

UK Plus Size Womenswear| Verdict Trend Report


Plus size womenswear spend per head will grow by 28.4% in the five years to 2020. However, there is £740m to be gained if plus size shopper spend was level with the womenswear average. Providing more choice, a better fit and a more comfortable shopping environment for shoppers are all factors that will help to close this gap.

Key Findings

  • Market forecasts to 2020 and spend per head data provide insight on why you should invest in growing a plus size proposition and what the benefits are
  • In-depth consumer data on shopping habits and preferences by age and region allows you to target shoppers more effectively and fill underserved gaps
  • Shopping statistics and NPS scores for retailers allow for benchmarking against rivals, and detail how to improve customer satisfaction and conversion
  • Market share data allows you to analyze which rivals are struggling, providing you with a competitive advantage to build a strategy to steal share
  • Use obesity and population data and Verdict's consumer dress size data to ascertain who the core plus size shoppers are and how they must be targeted

Verdict's consumer survey shows that 22.3% of plus size shoppers are in the AB socioeconomic group, and 76.0% of them disagree that there is enough choice for them available at premium pricing. As disposable incomes gradually recover, shoppers will be better able to trade up, so the void of a premium plus size offer must be filled.

60.9% of plus size consumers prefer to shop a retailer's core offer rather than a specific plus size sub-brand, with only 25.2% wanting to buy into ranges such as New Look Inspire. Retailers must focus on extending size ratios within their core offers, before introducing specific plus size ranges which are showcased separately online or in stores.

While 38.0% of plus size consumers have shopped at M&S for plus size clothing over the past 12 months, and 12.3% of them buy most of their clothing from the retailer, M&S continues to lose market share to rivals such as Next and Primark which excel in offering value for money, convenient store environments and brand consistency.

Reasons To Buy
  • What is the size of the market, who are the major plus size players, who is investing in size 18+ ranges and how much of a threat are they?
  • Where are the gaps in the market, which consumer segments are underserved and how should I effectively target them to drive sales and market share?
  • How can I encourage size 18+ women to purchase clothing more frequently and spend more? Other than more choice, what do these shoppers want?
  • Which UK regions have the highest concentration of plus size shoppers and where do shoppers feel most underserved so I can target store expansion?
  • What are the shopping habits of size 18+ women? Where do they prefer to shop and why and what encourages them to spend, how does this differ by age?

  • Overview
  • Outlook
    • Plus size womenswear expenditure to grow 5.2% to £4.6bn in 2015
    • Retailer investment drives sales
    • Obesity levels stagnate, forcing retailers to grow spend per head of existing plus size shoppers
    • Ageing population will support growth of 31.7% over the next five years
    • £740m to be gained if plus size shopper spend was level with the womenswear average
    • Spend from the 45-54s exceeds £1.0bn in 2015
    • Plus size shoppers are less affluent, playing into the hands of the value retailers
    • More choice in the premium segment would encourage expenditure
    • Potential for specialists to target West Midlands and North West
    • Retailers must extend size ratios before investing in specific plus size ranges
    • Convenience, price and choice encourage online purchases
    • Market leader M&S continues to lose share to Primark, Next and the grocers
  • Recommendations
    • Consumer segments to target and satisfy
    • Plus size range investment
    • Geographical opportunities
    • Product offer improvements
    • Online expansion
  • Market Size
    • Market definition
      • Table Plus size womenswear market definition, 2015
    • Plus size womenswear expenditure
      • Growth drivers
        • Table Total womenswear and plus size womenswear sales (£m) and year-on-year change(%), 2010-15e
      • How is obesity affecting the market?
      • Retailer investment encourages expenditure on plus size
        • Table Range launches in plus size womenswear market, 2014 and 2015
    • Age segmentation
      • Market dominated by 45+ customers
      • Population growth led by 65-74s
    • Spend per head
      • Plus size customers are under spending
      • Opportunity to target 16-24s
  • Market Forecast
    • Market definition
      • Table Plus size womenswear market definition, 2015
    • Plus size womenswear expenditure
      • Plus size market to grow by £1.5bn, 22.0% of the £6.6bn growth in the total womenswear market
        • Table Total womenswear and plus size womenswear sales (£m) and year-on-year change(%),2015e-20e
    • Drivers of future growth
      • Obesity rates stabilising
      • Greater choice will drive spend per head
      • Improved fashionability will also be a positive factor
      • Further online development will boost the market
      • The 55-64s set to grow by nearly half a million
      • Improving economy, employment and wage growth
      • Changing social attitudes toward plus size women
    • Spend per head
      • Spend per head set for rapid growth
      • £740m to be gained if plus size shopper spend per head was level with the womenswear average
  • Market Shares
    • Plus size womenswear market shares
      • M&S in the lead but market share shrinking
        • Table Plus size womenswear market shares (%), 2010-15e
    • Winners and losers
      • M&S loses ground, with Bonmarché and Primark the winners in 2015
  • Sector Trends
    • Plus size shopper profile and spending habits
      • Retailers must target and satisfy underserved plus size shoppers
      • Plus size shopper profile
      • Preferred plus size destinations
      • Convenience, price and choice encourage online purchases
    • Plus size shopping habits by retailer
      • Dominated by value segment of the market
      • Evans is fourth most shopped, but scores below average for all NPS attributes
        • Table 10 Rows, 8 Columns
  • Appendix
    • About Verdict Retail
    • Disclaimer

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