Table of Contents
Introduction and Abbreviations
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- Key issues
- Definitions
- Research methodology
- Consumer research
- ACORN
- Other research
- Abbreviations
Premier Insight
Executive Summary
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- A more cautious approach to spending
- Strong growth projected for youngest age groups
- Prime Timers and the affluent also increasing in numbers
- Weekly magazine growth outstrips that of monthlies
- Men’s weekly launches make a big impact, but newspapers declining
- Terrestrial TV under competitive threat
- Advertising spend up, especially press
- Top retailers spending more advertising clothing and accessories
- Marks & Spencer in the lead but are its shoppers interested in fashion?
- TV has the biggest impact on awareness of advertising
- Broad awareness of fashion ads in women’s and men’s glossies
- A trend to individuality
- Fashion Indifferent and Media Indifferent are difficult to target
- Older consumers most likely to be Reluctant Shoppers
- Need to motivate consumers to go out to find what they see in the media
- Opportunity with Prime Timers
- Getting inspiration from magazines and TV
- Around half of consumers are not interested in celebrities
- A dynamic and changing media environment
- Is the objective brand building or selling?
- TV has a big impact but is becoming less effective
- More specific targeting
- Celebrities are important and influential
- Editorial features provide a good service to help women
- Ongoing competition means giving consumers more reasons to buy
- Increasing importance of joint brand/retailer/media activity
- Making the most of what you have got
- Getting to the Prime Timers
- Media catering for what consumers need
- The challenges for television
Retail Sales
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- All retail sales
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- Figure 1: All retail sales, at current and constant 2000 prices, 1999-2004
- Retail sales through clothing and footwear specialists
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- Figure 2: Sales through textile, clothing and footwear stores, at current and constant 2000 prices, 1999-2004
- Sales through non-specialist non-food retailers
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- Figure 3: Sales through non-specialist non-food retailers, at current and constant 2000 prices, 1999-2004
Market Factors
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- PDI and consumer expenditure
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- Figure 4: PDI and consumer expenditure, at current and constant 1998 prices, 1998-2009
- Employment
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- Figure 5: Workforce in employment in the UK, by gender and employment status, 1998-2009
- Demographic trends
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- Figure 6: UK population, by age group, 1998-2009
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- Figure 7: UK adult population, by socio-economic group, 1998-2009
- Fashion trends
- Women
- Men
Media Trends
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- Women’s magazines
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- Figure 8: UK number of copies and retail sales of women’s magazines, by type, 2000-04
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- Figure 9: UK retail sales of women’s weekly magazines, by type, 2000-04
- Figure 10: Top 20 women’s interest magazines, average net circulation, January 2005
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- Figure 11: Top 20 women’s lifestyle/fashion magazines, average net circulation, January 2005
- Men’s magazines
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- Figure 12: UK retail sales of men’s magazines, by type, 2000-04
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- Figure 13: Leading men’s lifestyle magazines, average net circulation, January 2005
- Newspaper readership
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- Figure 14: Trends in average circulation for tabloid and broadsheet newspapers, 1999-2005
- TV viewing
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- Figure 15: Annual % shares of viewing (individuals), 1998-2003
- Figure 16: Multichannel development, by number of homes, 1998-2004
- Cinema going
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- Figure 17: Trends in cinema admissions, by region, 1999-2003
- Outdoor advertising
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- Figure 18: Numbers of UK poster sites, 1999-2004
- Technology usage
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- Figure 19: Technology usage, 2002-04
Fashion Advertising
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- Total advertising expenditure
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- Figure 20: Total advertising expenditure, by media sector, at current prices, 1998-2003
- Clothing and accessories
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- Figure 21: Main media advertising expenditure on clothing and accessories, 2000-04
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- Figure 22: Main media advertising on clothing and accessories, by media used, 2004
- Figure 23: Breakdown of total main media advertising expenditure on clothing and accessories, by media used, 2000-04
- Fashion retailing
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- Figure 24: Main media advertising expenditure by fashion retailers, 2000-04
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- Figure 25: Main media advertising by fashion retailers, by media used, 2004
- Figure 26: Breakdown of total main media advertising expenditure by fashion retailers, by media used, 2000-04
- Department stores
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- Figure 27: Main media advertising expenditure by department stores, 2000-04
- Figure 28: Main media advertising by department stores, by media used, 2004
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- Figure 29: Breakdown of total main media advertising expenditure by department stores, by media used, 2000-04
The Consumer
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- Key consumer findings
- Stores regularly used for buying clothes
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- Figure 30: Stores used regularly for buying clothes, November 2004
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- Figure 31: Stores used regularly for buying clothes, by gender, age and socio-economic group, November 2004
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- Figure 32: Stores used regularly for buying clothes, by gender, age and socio-economic group, November 2004
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- Figure 33: Stores used regularly for buying clothes, by gender, age and socio-economic group, November 2004
- Awareness of fashion advertising
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- Figure 34: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by media used, November 2004
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- Figure 35: Awareness of TV and magazine advertising by clothes/fashion brands or clothing shops during the last six months, by gender, age and socio-economic group, November 2004
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- Figure 36: Awareness of newspaper, outdoor and other advertising by clothes/fashion brands or clothing shops during the last six months, by gender, age and socio-economic group, November 2004
- Awareness of advertising by fashion companies, by stores regularly used
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- Figure 37: Awareness of television advertising by clothes/fashion brands or clothing shops during the last six months, by stores regularly used, November 2004
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- Figure 38: Awareness of men’s lifestyle magazine advertising by clothes/fashion brands or clothing shops during the last six months, by stores regularly used, November 2004
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- Figure 39: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by stores regularly used, November 2004
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- Figure 40: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by stores regularly used, November 2004
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- Figure 41: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by stores regularly used, November 2004
Consumer Attitudes and Typologies
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- Key consumer findings
- Attitudes towards buying clothes
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- Figure 42: Attitudes towards buying clothes, November 2004
- Analysis of attitudes by demographic characteristics
- Shopper typologies
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- Figure 43: Consumer typology groups for attitudes towards buying clothes, November 2004
- Analysis of demographic characteristics of shopper typologies
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- Figure 44: Fashion typologies, by gender, age, socio-economic group, lifestage and Mintel’s Special Groups, November 2004
- Shopper typologies among stores used regularly for clothes shopping
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- Figure 45: Fashion typologies, by stores used regularly for buying clothes, November 2004
- Awareness of fashion advertising by shopper typologies
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- Figure 46: Fashion advertising awareness, by fashion typologies, November 2004
- Interest in fashion in the media
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- Figure 47: Interest in fashion in the media, November 2004
- Characteristics of those interested in fashion in the media
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- Figure 48: Interest in fashion in the media, by gender, age and socio-economic group, November 2004
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- Figure 49: Interest in fashion in the media, by gender, age and socio-economic group, November 2004
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- Figure 50: Interest in fashion in the media, by gender, age and socio-economic group, November 2004
- Interest in fashion in the media, by stores used regularly
- Poor motivation from customers at Marks & Spencer
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- Figure 51: Interest in fashion in the media, by stores used regularly for buying clothes, November 2004
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- Figure 52: Interest in fashion in the media, by stores used regularly for buying clothes, November 2004
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- Figure 53: Interest in fashion in the media, by stores used regularly for buying clothes, November 2004
- Interest in fashion in the media, by shopper typologies
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- Figure 54: Interest in fashion in the media, by shopper typologies, November 2004
- Media typologies
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- Figure 55: Consumer typology groups for attitudes towards fashion and the media, November 2004
- Analysis of characteristics of media typologies
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- Figure 56: Media typologies, by gender, age and socio-economic group, November 2004
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- Figure 57: Media typologies, by lifestage and Mintel’s Special Groups, November 2004
- Summary of media typologies and fashion typologies
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- Figure 58: Media typologies, by shopping typologies, November 2004
- Media typologies and their awareness of fashion advertising
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- Figure 59: Media typologies, by awareness of fashion advertising, November 2004
- Media typologies by stores used regularly for buying clothes
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- Figure 60: Media typologies, by stores used regularly for buying clothes, November 2004
- Interest in celebrity fashion
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- Figure 61: Interest in celebrity fashion, November 2004
- Characteristics of those interested in celebrity fashion
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- Figure 62: Interest in celebrity fashion, by gender, age and socio-economic group, November 2004
- Interest in celebrities by stores used regularly for buying clothes
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- Figure 63: Interest in celebrity fashion, by stores used regularly for buying clothes, November 2004
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- Figure 64: Interest in celebrity fashion, by stores used regularly for buying clothes, November 2004
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- Figure 65: Interest in celebrity fashion, by stores used regularly for buying clothes, November 2004
- Interest in celebrity fashion, by shopper typologies
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- Figure 66: Interest in celebrity fashion, by shopper typologies, November 2004
- Interest in celebrity fashion by media typologies
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- Figure 67: Interest in celebrity fashion, by media typologies, November 2004
- Number of stores used regularly for buying clothes
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- Figure 68: Number of stores used for buying clothes, by stores used regularly, November 2004
Trade Perspective
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- Factors influencing choice of media
- Role and objectives of advertising
- Elements of the marketing mix
- Communication on the Internet
- Celebrities and fashion
- Fashion makeover shows and editorial features
- Changing magazine market
- Interest in fashion
- Future trends
The Future
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- Prospects for fashion brands and retailers
- Future relationship between fashion and media
- Key fashion and media trends
- Factors for success in maximising results of media spend
Appendix 1
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- Figure 69: Stores used regularly for buying clothes, by lifestage and Mintel’s Special Groups, November 2004
- Figure 70: Stores used regularly for buying clothes, by lifestage and Mintel’s Special Groups, November 2004
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- Figure 71: Stores used regularly for buying clothes, by lifestage and Mintel’s Special Groups, November 2004
- Figure 72: Stores used regularly for buying clothes, by region and ACORN category, November 2004
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- Figure 73: Stores used regularly for buying clothes, by region and ACORN category, November 2004
- Figure 74: Stores used regularly for buying clothes, by region and ACORN category, November 2004
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- Figure 75: Stores used regularly for buying clothes, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
- Figure 76: Stores used regularly for buying clothes, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
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- Figure 77: Stores used regularly for buying clothes, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
- Figure 78: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by lifestage and Mintel’s Special Groups, November 2004
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- Figure 79: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by lifestage and Mintel’s Special Groups, November 2004
- Figure 80: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by region and ACORN categories, November 2004
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- Figure 81: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by region and ACORN categories, November 2004
- Figure 82: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
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- Figure 83: Awareness of advertising by clothes/fashion brands or clothing shops during the last six months, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
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Appendix 2
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- Figure 84: Attitudes towards buying clothes, by gender, age and socio-economic group, November 2004
- Figure 85: Attitudes towards buying clothes, by gender, age and socio-economic group, November 2004
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- Figure 86: Attitudes towards buying clothes, by lifestage and Mintel’s Special Groups, November 2004
- Figure 87: Attitudes towards buying clothes, by lifestage and Mintel’s Special Groups, November 2004
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- Figure 88: Attitudes towards buying clothes, by region and ACORN categories, November 2004
- Figure 89: Attitudes towards buying clothes, by region and ACORN categories, November 2004
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- Figure 90: Attitudes towards buying clothes, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
- Figure 91: Attitudes towards buying clothes, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
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- Figure 92: Interest in fashion in the media, by lifestage and Mintel’s Special Groups, November 2004
- Figure 93: Interest in fashion in the media, by lifestage and Mintel’s Special Groups, November 2004
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- Figure 94: Interest in fashion in the media, by lifestage and Mintel’s Special Groups, November 2004
- Figure 95: Interest in fashion in the media, by region and ACORN categories, November 2004
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- Figure 96: Interest in fashion in the media, by region and ACORN categories, November 2004
- Figure 97: Interest in fashion in the media, by region and ACORN categories, November 2004
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- Figure 98: Interest in fashion in the media, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
- Figure 99: Interest in fashion in the media, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
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- Figure 100: Interest in fashion in the media, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
- Figure 101: Interest in celebrity fashion, by lifestage and Mintel’s Special Groups, November 2004
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- Figure 102: Interest in celebrity fashion, by region and ACORN categories, November 2004
- Figure 103: Interest in celebrity fashion, by media usage, commercial TV viewing and source of regular grocery shopping, November 2004
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