Youth Fashion - UK - May 2009

Table of Contents

• Issues in the Market
• Main themes
• Definition
• Abbreviations
• Market in Brief
• Youth fashion feeling the squeeze
• More personal interpretation of styling
• Prices likely to rise
• Number of teenagers are decreasing
• Squeeze on income
• Reluctance to do without
• Innovation among retailers
• Girls and boys have different patterns
• Youth habits change as they age
• Outlook
• Internal Market Environment
• Key points
• Fashion is key
• Experimentation with trends
• Key pieces to buy
• Themes which dominate youth fashion
• Boys go preppy
• Sources of inspiration
• Internet popular for clothes
• High street will win
• Inflation
  • Figure 1: Inflation, clothing and footwear, all items, 2003-08
• Broader Market Environment
• Key points
• Fluctuating age structure will affect volumes
  • Figure 2: Population forecasts, age group, 2004-14
  • Figure 3: Population forecasts, by age groups, 2004, 2009 and 2014
• Where does the money come from?
• More staying on for full-time education
• Pocket money squeeze
  • Figure 4: Average weekly income received, by children at current prices, 2003-13
• Harder to find casual jobs
• Reluctant to give up necessities
• Recession will dampen demand
  • Figure 5: Annual percentage change in personal disposable income, at current prices, 2004-14
• Ethical and environmental issues
• Competitive Context
• Key points
• Clothes top the list of teen spending
  • Figure 6: Average amount spent per week, on individual items, by 15-19-year-olds, 2004, 2006 and 2008*
  • Figure 7: How money is spent, top 10 answers, 11-14s, 2002 and 2008
  • Figure 8: How money is spent, top 10 answers, 15-19s, 2002 and 2008
• Clothes are high on the list
• Teenage necessities
• We won' t do without
• Teenage ' shopaholics'
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• Consumer spending on clothing and footwear
  • Figure 9: Retail sales, clothing and footwear, excl. VAT, 2004-09
• Higher volume growth in clothing
• What the teenagers spend
  • Figure 10: UK: Consumer spending on clothing and footwear, incl. VAT, 2004-14
• Factors used in the forecast
• Segment Performance
• Key points
  • Figure 11: Teenage clothing and footwear spending, by gender, 2004-09
• How youths spend their own money
  • Figure 12: New clothes bought with own money, 2008
• Trend in garments
• Figure 13: Trend in new clothes had in the last year, 2004-07
• Key trends favour dresses, T-shirts, jeans and jackets
• How shopping varies by gender
  • Figure 14: Top ten new clothes bought, by gender, 2008
• Girly girls
• Jeans and hoodies for the boys
• Casuals rule OK
• Companies and Products
• Key points
• Fashion specialists
• Topshop/Topman(Arcadia)
• Primark
• River Island
• H&M
• Next
• New Look
• Other young fashion retailers
• Non-specialists in youth fashion
• Menswear specialists aiming at teens
• Sports clothing retailers
• Brands
• Brand Communication and Promotion
• Key points
• Retailers dominate advertising spending for youth fashion
  • Figure 15: Main monitored media advertising expenditure, on youth fashion, 2004-08
• Media spend by channel
  • Figure 16: Main monitored media advertising expenditure on fashion advertising, by media type, 2004-08
• Who is spending?
  • Figure 17: Main monitored media advertising expenditure on youth fashion, by top advertisers, 2004-08
• Channels to Market
• Key points
• Value retailers
• Specialists
• Sports shops
• Independent stores
• Variety stores
• Department stores
• Mail order/online
• Supermarkets
• Outlet centres
• The Consumer -- Where Teenagers Shop
• Key points
  • Figure 32: Where teenagers shop for clothes, February 2009
• Primark sets the pace
• Staying on top
• Youths using the supermarkets
• Chicks and clicks
• Sporty casuals
• Where they shop by age and gender -- the gender divide
  • Figure 33: Where they shop, by gender and age, February 2009
• Where the boys are
• Next and sports shops lose out as boys age
• Edgier fashions fare better among older teens
• Nine in ten young teen girls use Primark
• They move on from Primark
• ABs are more inclined to shop
• Online means even more shops
• The Consumer -- Their Fashion Style
• Key points
• How youths identify with fashions
  • Figure 34: Youth fashion styles, February 2009
• Description of labels
• How styles vary by age
  • Figure 35: Youth fashion styles, by gender and age, February 2009
• Sporty youngsters
• You can' t label me!
• Appendix
• Consumer research
• ACORN
• Advertising data
• Appendix -- Competitive Context
  • Figure 42: How money is spent, 11-14s and 15-19s, 2002 and 2008
  • Figure 43: New clothes bought, by gender, 2008
• Appendix -- Where They Buy
• The social divide
  • Figure 44: Where they shop, by socio-economic group, February 2009
• How work status affects their spend
  • Figure 45: Where they shop, by working status, February 2009
  • Figure 46: Where they shop, by region, February 2009
  • Figure 47: Where they shop, by mobile phone network, February 2009