UK Fashion for the Over 45's -- AKTRIN, textile industry market research

UK FASHION FOR THE OVER 45'S

Order #: T1381_2006TX; US$ 3000.00 / €2250
Published by Mintel, Nov 2006; 61 Exhibits

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The 45+ clothing market, and the consumers in it, are worth getting to know. It’s a growth sector not just in consumer numbers but also sales value – some in the industry believe it will outperform the overall clothing market over the next few years. Some retailers/brands cater for these people without trying (18% of 45-54s shop ‘young’ fashion chains) and those who have been long established are having to change dramatically or fall by the wayside (ie Littlewoods).

Main themes of the report include:

10 (or 20) years younger: 45+ consumers are interested in staying/looking younger, dressing fashionably but appropriately, and are mostly quality-driven.
Problems with fit and the plus size opportunity: Many 45+ consumers find it very hard to get a good fit in clothing. This is partly a size issue as plus sizes are frequently found in this market segment.
Older icons provide aspirational status: Retailers/brands looking to connect with these consumers are increasingly using older icons in their advertising and marketing.
Service is a key differentiator: Many 45+ consumers are confident shoppers, but many do like good service. Knowledgeable and helpful staff, and personal shopping services are key factors for success.
Multi-channel is a must: Many 45+ consumers are techno-savvy, so multi-channel retailers have an advantage as they use the Internet both to research and to buy – especially if they don’t like visiting shops (which can be related to size).
Young fashion chains are attractive: these consumers do not have a ‘traditional’ repertoire of shops. M&S is the most popular for buying clothes, but they also like supermarkets, value chains, Debenhams and mail order/online. And a significant percentage also buy from ‘young’ fashion chains.
Store environment is important: and some 45+s find some store intimidating.

Companies mentioned in the report include: The Alexon Group, bonmarché, Peacock Group, Austin Reed Group, East, Edinburgh Woollen Mill, Jacques Vert, Jaeger, Viyella, Harris Watson Holdings, Marks & Spencer, Bhs, Arcadia Group, Mosaic Fashion Group, Hobbs, Laura Ashley, Monsoon, Next, Phase Eight, Robinson Webster Holdings, Jigsaw and Kew, Slater Menswear, Moss Bros, Debenhams, John Lewis, House of Fraser, HoF, George at Asda, Tesco, Sainsbury’s, Matalan, Peacocks, Primark, N Brown

TABLE OF CONTENTS

Issues in the Market

Definitions
Abbreviations

Market in Brief

A new generation of over-45s
Over-45 population growth
- Figure 1: Over-45s as a percentage of male and female total adult population, 2001-11
Size matters
Retailers who appeal to larger and older consumers
Younger-focused shops are popular
The multichannel opportunity
Consumer typologies
Loyalty issues
Maintaining an interest in fashion and looking young
‘Younger’ older icons showing them what to wear
Influence of the media
Shopping with their daughters
On the lookout for quality
Providing the right level of service
The future

Industry Insights

Key findings
Growth of the over-45 clothing market
Changing attitudes and behaviour
Segmentation of the over-45 market
Looking ten years younger
Differences between over- and under-45s
Most popular clothing items among over-45s
Sizing matters
Pricing and quality issues
Encouraging increased spending among the over-45s
Marketing activity
Customer service
Store environment
Shopping with family and friends
Who is successfully targeting the over-45s?
The future

Internal Market Environment

Size of over-45s population
- Figure 2: UK population, by gender and age group, 2001-11
Working status of over-45 population
- Figure 3: Working status of over-45 population, by gender and age, 2001 and 2006
Affluence of over-45 population
- Figure 4: Socio-economic profile of over-45 population, by gender and age, 2001 and 2006
Income and spending
- Figure 5: Average weekly household disposable income and spending of over-45 population, by age of household reference person, 2000/01 and 2004/05
Technology usage
- Figure 6: Usage of Internet at home and mobile phone ownership by over-45 population, by gender and age, 2001 and 2006
Sizing of over-45 population
Soaring levels of obesity
Changing sizes
- Figure 7: Size of clothes normally bought by women, by age, December 2005
- Figure 8: Size of clothes bought by men, by age, December 2005

Broader Market Environment

The economy
- Figure 9: Value of GDP, at current and constant 2001 prices, 2001-11
Falling prices
- Figure 10: Sales through clothing retailers, at current and constant 2000 prices, 2001-06
Weather
Fashion trends
Sourcing and newness in-store
Influence of media and celebrities
Ethical trading
- Figure 11: Consumer attitudes regarding the source of clothing – women, by age, March 2006

Market in Context

Clothing expenditure and spending of over-45s
- Figure 12: Over-45s and total market for men’s and women’s clothing, 2001-06
Spending of over-45s relative to share of population
- Figure 13: Breakdown of spending on men’s and women’s clothing and total adult population, by age, 2001 and 2005

Strengths and Weaknesses in the Market

Strengths
Strength in numbers
Thinking, acting and dressing younger
Men are interested in fashion too
They are Internet-savvy
Quality is important to them, more than price
Service is important to them
Weaknesses
The problem of fit
Over-45s are not a homogeneous group
They have most of the ‘things’ they need
They are not easily impressed with advertising
Less money because of pensions crisis/closure of final salary pension schemes
Some are intimidated by the ‘young’ ambience of clothing stores

Market Size and Forecast

Spending on men’s and women’s clothing by over-45s
- Figure 14: Over-45s’ market for men’s and women’s clothing, at current and constant 2006 prices, 2001-11
Factors incorporated in the forecast

Where the Over-45s Shop for Clothes

Key consumer findings
Outlets used for buying clothing
- Figure 15: Outlets used by over-45s for buying clothing in the past 12 months, July/August 2006
Department/variety stores
- Figure 16: Outlets used by over-45s for buying clothing in the past 12 months, by gender, age and socio-economic group, July/August 2006
Supermarket and value retailers
- Figure 17: Outlets used by over-45s for buying clothing in the past 12 months, by gender, age and socio-economic group, July/August 2006
Clothing specialists
- Figure 18: Outlets used by over-45s for buying clothing in the past 12 months, by gender, age and socio-economic group, July/August 2006
Other outlets/not bought
- Figure 19: Outlets used by over-45s for buying clothing in the past 12 months, by gender, age and socio-economic group, July/August 2006
How loyal are over-45 shoppers?
- Figure 20: Number of different outlets used by over-45s for buying clothing in the past 12 months, July/August 2006
- Figure 21: Outlets used by over-45s for buying clothing in the past 12 months, by number of shops bought from, July/August 2006
Repertoire by retailer
- Figure 22: Number of shops bought from, by outlets used by over-45s for buying clothing in the past 12 months, July/August 2006
Repertoire demographics

Where the Over-45s Shop for Clothes – Detailed Consumer Demographics

Over-45 Focused Clothing Specialists

The Alexon Group
- Figure 53: Alexon Brands, UK outlets, January 2006
bonmarché (Peacock Group)
Austin Reed Group (Austin Reed and CC)
East
Edinburgh Woollen Mill
Jacques Vert (Retail)
Jaeger
Viyella (Harris Watson Holdings)

Over-45 Focused Clothing Specialists Variety Stores

Marks & Spencer
- Figure 55: M&S womenswear price architecture, 1998-2005
Bhs

Over-45 Focused Clothing Specialists Clothing Specialists

Arcadia Group
- Figure 57: Arcadia Group outlet data, 2003-06
Mosaic Fashion Group
- Figure 58: Coast and Whistles store portfolio, as at end January 2005 and 2006
Hobbs
Laura Ashley
Monsoon
- Figure 59: Monsoon plc, store portfolio (UK, Jersey and RoI), 2002-06
Next
Phase Eight
Robinson Webster Holdings (Jigsaw and Kew)
Speciality Retail Group
Slater Menswear
Moss Bros

Over-45 Focused Clothing Specialists Department Stores

Debenhams
John Lewis
House of Fraser (HoF)
Other department stores

Supermarkets and Value Clothing Retailers

George at Asda
Tesco
Sainsbury’s
Matalan
Peacocks
Primark

Over-45 Focused Clothing Specialists Mail Order/Internet

N Brown

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