Table of Contents
- Issues in the MarketMain themes
- Definition
- Market in Brief
- Small but growing fast
- Burgeoning variety
- Promising supply initiatives
- Brands and retailers
- What consumers think
- Future prospects
- Internal Market Environment
- Key points
- Market context
- Wider implications
- Do consumers trust the labelling?
- A growing drive to change
- How important is fashion?
- Figure 1: Trends in attitudes towards looks, by gender, 2008
- From hippy to chic
- Fashion and celebrity
- How much do ethics influence behaviour?
- Figure 2: Ethical attitudes, by gender, 2008
- Potential for behavioural change
- Figure 3: Factors taken into account when buying food, by demographic
group, Fairtrade Foods report, November 2008
- Broader Market Environment
- Key points
- ABC1s on the up
- Figure 4: UK population, by socio-economic group, 2003-13
- Education, education, education
- Figure 5: Higher Education qualifications obtained in UK, by level of
study, 1996/97-2006/07
- An ageing population
- Figure 6: Age structure of the UK population, 2003-13
- A tougher economy
- Figure 7: Trends in GDP, PDI and consumer expenditure, 2003-13
- The likely impact on ethical clothing
- New opportunities online
- Figure 8: Internet penetration at home/work/place of study or elsewhere,
by demographic group and working status, Internet quarterly report, 2003-08
- Other publicity
- Competitive Context
- Key points
- Clothing market sectors
- Figure 8: Market value of clothing products, 2003-07
- Ethical beauty
- Altruism at work
- More on the scope of the internet
- Figure 9: Types of websites browsed for information purposes in the last
three months, Internet quarterly report, December 2008
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Value and Forecast
- Key points
- Small but unlimited potential
- An impressive trajectory
- Future
- Segment Performance
- Key points
- How the market is made up
- Expansion and transformation
- How materials are used
- From practical basics...
- ...to high fashion and evening wear
- Pricing
- Companies and Products
- Key points
- Major multiples in a nutshell
- Figure 10: Major multiple fashion stores and their ethical trading
policies on clothing and ranges, January 2009
- Figure 11: Other major multiples and their ethical trading policies on
clothing and ranges, January 2009
- Substantial steps but some way to go
- Vulnerable spots
- Primark and others
- Outside the mainstream -- specialists large and small
- Brand Communication and Promotion
- Key points
- Little direct -- mainly issues-led
- Topshop striking out
- Elsewhere in retail
- Higher-impact fashion events
- Right up to date
- Fairtrade events
- Channels to Market
- Key points
- On the high street
- Online for the full experience
- Another alternative
- The Consumer -- Where They Buy
- Key points
- The importance of size
- Figure 12: Where they regularly buy clothing, November 2008
- Variety for choice and purpose
- Existing customer profiles
- Figure 13: Where they regularly buy clothing, by gender, age and
socio-economic group, November 2008
- Figure 14: Where they regularly buy clothing, by gender, age and
socio-economic group, November 2008
- Implications
- Appendix
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Ethical Trading Initiative
- The Base Code
- Appendix -- Internal Market Environment
- Figure 24: Ethical attitudes, by age, 2008
- Appendix -- Where They Buy
- Figure 25: Where they buy clothing, by detailed demographics, November
2008
- Figure 26: Where they buy clothing, by detailed demographics, November
2008
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