attitudes towards designer clothes

8/16/2019 Attitudes Towards Designer Clothes

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Designer/Upmarket Clothing - UK - March2010Market in Brief Small market, b t men are keenest● The market for designer and high-end clothing is a small part of the overallUK clothing market.● Consumer research in December 200 b! "intel sho#s that $ust %2& of thepopulation bu! most of their clothing from designer and high-end retailers. 'esearchfor this report reveals that around one in five people bu! some designer clothing andnearl! t#o in five bu! some upmarket high street clothing.● (o#ever) designer clothing engenders some *uite devotee behaviour+ one inten ,%%& of such bu!ers sa! the! have made sacrifices in other areas of spend ,egholida!s so the! can afford designer clothes. This demonstration of devotion israrel! seen in an! other clothing sector.● "en are much more likel! than #omen to bu! both designer clothing ,2 & vs% & and upmarket high street clothing , 2& vs /2& ) #hereas #omen are keenermid-market shoppers.● There has been *uite some activit! in the men s retail market #ith ne#concessions and stores opening 1 such as ouis 3uitton #ithin (arrods in 200 and3ivienne 4est#ood opening a ne# men s bouti*ue in ondon s 4est 5nd in "arch20%0.

! "#U$% 1 + 4here clothing is purchased) b! gender) 6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+


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#en&er attit &e &ifferences● 4hile #omen are mostl! attracted b! the ph!sical *ualities of designer andupmarket clothing ,ie st!le>cut>fabric>*ualit! ) men are more dra#n to the emotionalattributes. "en are more likel! to sa! that #earing designer clothing feels good andconve!s status and respect. The! also use it to make a Atribal statement 1 #hetherthat is to fit in #ith) or stand apart from) their cro#d of friends.● =ndeed) the Designer ;tatus ;eeker target group identified b! "intel sresearch is strongl! oriented to male designer and high-end clothing bu!ers #hodispla! Apeacock-like tendencies.

'pport nit( of mi&&le (o th● Blso) #hile the %9- age groups are the keenest on premium clothing) theappeal of the mid-market stretches much more evenl! to include - s. This agegroup #ill be increasing significantl! over the ne t five !ears) so there is anopportunit! to encourage them to trade up.● 4ith the changing population age structure) the t#o gro#th sectors are 2 -/and - s) polarised bet#een pre->no famil! and third agers. The! are ke! targetsfor the designer>high-end clothing sector+ their preferences in fashion>st!le #ill bedifferent but both #ill be attracted b! the Areal values of design) *ualit!)differentiation and feelgood emotions.

! "#U$% 2 + Eercentage of total population aged 2 - ) b! age group)200 -%

;ource+ Fffice for Gational ;tatistics>"intel

Designer b (ers are keen on the mi&-market too● Fne of the surprising findings from "intel s consumer research is that high-end designer bu!ers tend to bu! more from the mid-market than from the upmarkethigh street retailers.

This report is supplied in accordance #ith "intel?s terms and conditions. ;upplied to eeds 7eckettUniversit!.@ "intel


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! "#U$% ) + 4hat designer clothing bu!ers bu!) and #here from) 6ebruar!20%0 7ase+ 2 internet users aged %9: #ho have bought an! high-end

designer clothes

;ource+ lack of particular brand lo!alt!● financial inabilit! to bu! ever!thing from designer brands● bu!ing basics ,ie T-shirts etc from the mid-market● attractiveness of designer>celebrit! ranges at mid-market retailers. Designershoppers are generall! keener on these than are bu!ers of upmarket high street ormid-market clothing.

Ma*or infl ences on p rchasing beha+io r● he me&ia Designer and upmarket high street bu!ers are much more likel!than average to be motivated b! the media and ne# season fashion lines arriving in-store. The! are ver! media-savv! and keen readers of fashion and celebrit!magaHines as #ell as blogs etc.● 'nline ne# developments in live streaming fashion sho#s have caused muchinterest) and some designers are allo#ing vie#ers to pre-order from collections the!see this #a!.● !eelgoo& factor the! are more likel! than average to bu! clothes #hen the!#ant to cheer themselves up. The! turn to Aretail therap! for a buHH rather than toan!thing else.● .ants the! are less likel! than average to be replacement shoppers.● Career the! are more likel! than average to bu! for a ne# $ob or $obintervie#.● a(&a( the! are more likel! to splash out #hen the! get paid 1 clothes areclearl! a priorit! #hen there is disposable income available.● #etting a goo& &eal #hile the! are not motivated b! getting the cheapestThis report is supplied in accordance #ith "intel?s terms and conditions. ;upplied to eeds 7eckettUniversit!.@ "intel


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price) the! are keen on a good deal and more likel! than average to shop aroundonline for the best prices.● Seasonal sales, gift or occasion upmarket high street bu!ers are morelikel! than designer bu!ers to be motivated b! seasonal sales) receiving mone! as agift and b! having a special occasion to go to. The! ma! be feeling the financial pinchrather more than the designer bu!ers) therefore being more careful and needing to

$ustif! their e penditure.

op larit( of high street celebrit(/&esigner collaborations● Collaborations bet#een designers) celebrities and high street retailers are no##ell established. (o#ever) the ne# kid on the block is e7a!) t!ing up #ith U;designer Garciso 'odrigueH as part of its overall strateg! to e pand on its auctionbusiness model.● Fverall) designer clothing bu!ers are keener on high street designer>celebrit!ranges than the upmarket high street or mid-market bu!ers 1 #ith the e ceptions of"I; and Debenhams ranges #hich have a much broader appeal.● =nterestingl!) mid-market bu!ers are the least interested in these ranges,/ & have not bought . 4hile some ma! $ust not be interested ,"intel s t!pologiesanal!sis sho#s that 8& of the population are Disinterested in designer>upmarkethigh street clothing ) others #ill be shopping at outlet stores>villages 1 preferring tobu! a discounted Areal designer item than a A#atered-do#n high street version.● 'etailers strategies #ith these celebrit!>designer collaborations are changing+the! are moving from the Aone-off limited editions that cause such media andconsumer frenH! ,ie (I" annual launches to more ongoing relationships. (I" isrunning ;onia '!kiel across several seasons) Ge# ook is established #ith


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brands ,/0& vs %8& and it isn t #orth the mone! ,2 & vs 20& . Those agreeing#ith the former statement are polarised bet#een the %9-2 and over- age groups)though are fairl! e*uall! spread across the social grades and income brackets. Thelatter are more likel! affluent over- s.

"mpact of the recession● "intel s consumer research) Tupmarket high streetclothing 1 ever!da! items 1 has been more impacted as consumers are happ! to miand match #ith mid-market items.● "ens#ear in particular is sho#n to be on a stronger gro#th curve than#omens#ear in the top price brackets. =ndeed the trend has been for men being*uicker to cut back their spending at the first sign of trouble ,second half of 2008and then both men and #omen #ere cautious in 200 ) but #hile #omen have beeneconomising even more in 200 ) men s spending appears to be recovering.

! t re prospects● The UK economic outlook is not particularl! bright. 4hile there ma! be achange in government #ith the


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! "#U$% + Bttitudes to#ards bu!ing clothes in the !ear ahead) 6ebruar!20%0 7ase+ 2)000 internet users aged %9:

;ource+


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! "#U$% 5 + 5 penditure on #omens#ear and mens#ear L200-2 andL/00:) 2009-0 7ase+ adults aged % :

Taken from the T


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L%0-% 8 8 - -%L20- %9 %9 %9 %9 - -L 0- %8 %9 %8 %9 -% -%L%00-% % %9 % % - -L% 0-% 8 8 8 - -

L200-2 %0 %0 - :%L/00 or more %% %% %% %% - -

Taken from the T


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Mens earFf note from trends in e penditure on mens#ear is that men #ere *uicker than#omen to cut back on their spending ,a higher percentage spending nothing in 2008and 200 but have recovered some#hat in 200 .

! "#U$% 7 + 5 penditure on mens#ear) 2009-0 7ase+ men aged % :

2005 2006 2007 2008 9 pointchange

9 pointchange

9 9 9 9 2005-08 2007-08

:n(mens ear Gothing %8 % % %


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● "ore men spent nothing in 200 , %& and this has been an ongoing trendsince 200 ,8 & .● ;pending L 0-% 0 on suits has increased) but spending in higher pricebrackets has dipped.

ro sers

● The overall decline in spending nothing on trousers during 200 -0 #asreversed slightl! in 200 .● The most popular level of spend is L20- #hich has seen an increase during200 -0 .

$%3DS "3 : " UD%S '.:$DS %$S'3:= : %:$:3C%, !:S>"'3 :3DC=' >"3#:ttit &es to ar&s appearance

!"#U$% 8

+ Trends in attitudes to#ards appearance) 200 -0 7ase+ adults aged % :

200 2004 2005 2006 2007 2008 9 pointchange

9 9 9 9 9 9 200 -08

= look after m! appearance)m! image

9 9 9 9 9 92 -2

=t is important to me to look#ell dressed

9 8 8 9 -

=t is important to be attractiveto the opposite se

/ :2

= have a ver! good sense ofst!le

% / 2 / 2 / :2

= like others to look at me 2 2 29 28 29 2 -= like to stand out in a cro#d % %9 %8 % %2 % -%

Taken from the Tst!led>cut better ,99& vs /& and made from better-*ualit! fabrics. "enare more likel! to agree that #earing designer clothes gives people status and



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respect ,/2& vs 22& ) #hich links #ith giving them confidence and also helps theiraim of being attractive to #omen.● "en also seem keen to make more of a tribal statement b! #earing designerclothes 1 sa!ing the! #ear similar labels to their friends ,2%& vs %%& of #omen orthat the! #ear designer clothes to stand apart from the cro#d ,% & vs & of#omen .

:ttit &es to ar&s fashion an& clothing! "#U$% 10 + Trends in attitudes to#ards fashion and clothing) 200 -0 7ase+ adults aged % :

200 2004 2005 2006 2007 2008 9 pointchange

9 9 9 9 9 9 200 -08

= make m! clothes last / 2 / 2 -/= tr! to dress in the mostpractical #a!

8 8 8 8 88 8 -

= usuall! #ear $eans 0 2 9 9 9 := dress in a ver! personal #a! 9 9 9 9 9 -2= #ear $ust an!thing) = don?t#orr! much about it

9 9 -

= like to keep up #ith the latestfashions

2/ 2 2 2 2 2/ -

" ear &esigner clothes 17 16 17 16 15 15 -2 : ?&esigner? label impro+esa person?s image

11 11 10 10 10 8 -2

Taken from the Tcut>fit



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etc and men are more positive about the emotional *ualities ,feelgood factor>statusetc .

:ttit &es to ar&s b (ing clothing! "#U$% 11 + Trends in attitudes to#ards bu!ing clothing) 200 -0 7ase+ adults aged % :

200 2004 2005 2006 2007 2008 9 pointchange

9 9 9 9 9 9 200 -08

= bu! clothes for comfort) not forst!le

% 8 8 9 9 -

5ver! season = bu! some ne#clothes

0 0 0 % 0 / -%

= reall! en$o! shopping forclothes

/ / / /9 / / -

4hen purchasing clothes = caremore about st!le andattractiveness than *ualit!

2 2 2 2 29 29 :2

= onl! bu! fashionable clothes 22 2/ 22 22 22 22 -" spen& a lot of mone( onclothes

18 18 17 18 17 16 -2

" b ( m( clothes onl( inhigh-class bo ti@ es

) -

Taken from the T


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The less affluent social grades are keenest on bu!ing the latest fashions ,possibl!from value stores and the more affluent grades are more into dressing in a personal#a! and bu!ing ne# items each season.

! "#U$% 12 + Ke! demographic differences in selected attitudes to#ardsappearance) fashion and clothing) 200 7ase+ adults aged % :

Ke( &emographic gro ps

= look after m! appearance) m! image 6emale=t is important to me to look #ell dressed 6emale) general especiall! under-2 s=t is important to be attractive to the oppositese

"ale) under-/ s

= have a ver! good sense of st!le 6emale) under-2 s=t is important to keep !oung looking 6emale) B7C%C2"ost of the time =?m tr!ing to lose #eight 6emale= usuall! #ear $eans "ale) under- s) C%C2D= dress in a ver! personal #a! 6emale) under-2 s I over- s) B7C%= bu! clothes for comfort) not for st!le "ale over- s) especiall! over- s= #ear $ust an!thing) = don?t #orr! much aboutit

"ale) C2D5) under-9 s

= like to keep up #ith the latest fashions 6emale) under-/ s especiall! under-2 s) pre->no famil!

5ver! season = bu! some ne# clothes 6emale) under-2 s) B7C%= reall! en$o! shopping for clothes 6emale) under-/ s especiall! under-

2 s) pre->no famil!= onl! bu! fashionable clothes 6emale) under-2 s) C%C2D5= #ear designer clothes "ale) under-/ s especiall! under-2 s

Taken from the T


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● .ith the changing pop lation age str ct re, 24-) an& 4-4 s areke( targets, polarise& bet een pre-/no famil( an& thir& agers● .hile &eflation is not a partic lar iss e in the &esigner/high-en&sector, there are tren&s for some bran&s to sharpen p their entr( le+els b talso eAten& their higher points● he sta(cation holi&a( tren& in 2008 ma( ha+e hit the premi m sectoras people ma( not ha+e splashe& o t for a lo -ke( holi&a( >o e+er, itmight also ha+e meant the( sa+e& mone( to b ( a special o tfit for the nea t mn season

op lation b( socio-economic gro p! "#U$% 1) + Trends in the socio-economic structure of the UK adultpopulation) 200 -0 and 200 -%


● Bffluent B7s are increasing as a percentage of the UK adult population) as arethe more aspirational C%s. This is good ne#s for the designer>high-end fashionsector as these people are more financiall! able to indulge themselves) such as onpremium clothing.● (o#ever) these adults #ill also have drains on their income 1 that ma! curtailsuch indulgent A#ants spending 1 such as higher ta ation and petrol costs) higheruniversit!>school fees ,for their children . The! ma! also prefer to spend theirdisposable income on other things such as holida!s.● Blso of note is that B7C%s are the least likel! socio-economic group to agreethat a designer label improves a person s image ,T


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op lation b( age! "#U$% 1 + Trends in the age structure of the UK population) 200 -%


● The ke! age groups that are increasing are 2 -/ s) - s and over-9 s.● 4hile the over-9 s #ill be important for all brands and retailers to consider)#e do not believe that the! #ill be a big influence for the designer>high-end marketas their interests #ill be less on bu!ing the latest fashion and more on other thingssuch as famil!) home) savings and holida!s.

● That said) #e believe that *ualit! is ver! important to these consumers and sosome high-end ,rather than designer brands ma! benefit 1 such as B*uascutum)Jaeger) "a "ara etc.● 4hile under-2 s are more driven b! having the latest fashions than the older/0- 0-!ear-olds , &) compared to /2& of 2 -/ s and 2%& of / - s according toThigh-endbrands and retailers need to provide going for#ard if the! #ant to cater for theseconsumers.

! "#U$% 14 + Eercentage of total population aged 2 - ) b! age group)200 -%

24-) )4- 4-4 otal 24-4



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9 of totalpop lation

9 9 9 9

200 %/.2 % ./ %2. 1 ) 200 ,est %/.0 % .9 %/. 1 1

20% ,pro$ % .% %2. % .% 1 0


op lation b( lifestage! "#U$% 15 + Trends in the lifestage structure of the UK adult population) 200 -%

200 2008 est 201 pro* 9 change 9 change000 000 000 200 -08 2008-1

Ere->no famil! %/) /% % )0 0 % )/ 8 : .% :2.06amilies %/) 89 %/)899 %/)892 :2.2 -Third age %2) 2 %/)%80 %/) 9 : . :2.%'etired ) /% %0)09 %%)/ 8 : .9 :%2.

otal 7,870 41,071 42,822 < ) "intel

● 'eflecting patterns b! age) the number of those in the retired lifestage isincreasing the most) #ith the polarisation of the other t#o gro#th groups beingpre->no famil! and third age.● The stabilit! of the families lifestage group #ill potentiall! not impact thedesigner>high-end market too much as these adults #ill be prioritising their spendingon their children and the home.

Key analysis: (oing forward, )*s and + s aged - /0 and 0 0 willaccount for a much greater percentage of the population, and are keytargets for the high end1designer brands and retailers. 2heir preferences infashion designs will be markedly different but their lifestage and aspirationswill lead them to look for style, !uality and differentiation.

rice &eflation in clothing● Deflation in clothing has a relativel! limited impact on designer>high-endbrands and retailers as their customers are #illing to pa! a premium for *ualit! and

st!le 1 though the! #ill look also for the best value ,as seen in the Bttitudes researchearlier ) especiall! online.



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! "#U$% 16 + =mplied price deflator) clothing) garments) percentagechange) *uarter on corresponding *uarter of previous !ear) M% 2009-M/ 200

;ource+ Fffice for Gational ;tatistics Consumer Trends>"intel

● Trade e perts have commented that some designer brands have beenmoderating their price increases) or even keeping them stable) over the last %2-%months as a result of man! people generall! being more careful #ith their spending.● ;ome high-end brands such as 7urberr! have stretched their pricearchitecture to both include some slightl! lo#er-priced small clothing items and alsohigher-priced premium>limited editions.● Discounting in traditional sales times has also been noted as being deeperthan previousl! 1 the last couple of !ears have seen discounts of 0-90& rather thanmore modest 20-/0& pre-2008.

Key analysis: Mintel$s exclusive consumer research shows that style, cut,fabrication and the feelgood factor are the top positive attributes ofdesigner clothing rated by consumers. *rands and retailers need to promotethese strongly to ensure they communicate the 3real value$ of their productswhich can command high price points.

UK resi&ents tra+elling abroa&● "intel s consumer data ,see The Consumer section sho# that %/& of adultsbought designer>high-end clothing from abroad in the last !ear and & from airportshops. (o#ever) these percentages are do#n from more than a !ear ago ,%8& hadbought abroad and 20& from airport shops .● Muite likel! due to the recession) the number of people going abroad in 200#as do#n in 5urope) stable to Gorth Bmerica but up in Aother internationaldestinations.● 4hile the total number and percentage of people going overseas generall!#as slightl! do#n) international destinations have steadil! increased since 200/)



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including in the latest period. This could have positivel! impacted the designer>high-end market as there are man! designer shops in international departure lounges.● The caveat to this is that in some "iddle and 6ar 5astern countries)counterfeiting is big business. ;ome UK consumers ma! have been tempted to bu!

Acopies of designer>high-end goods rather than the genuine articles. (o#ever) tradee perts sa! that this is far more an issue #ith accessories ,ie handbags) not coveredin this report than #ith clothing.

! "#U$% 17 + Gumber of overseas visits b! UK residents) b! region visited)200/-0

% rope 3orth:merica

'ther otal

m 9 m 9 m 9 m

200/ 0.8 2. .% 9.8 9.9 %0. 51 200 %. 0./ . 8. 8. %2./ 5 2 200 2. 8 . . 8./ .8 %/.% 55 2009 .2 8 ./ .8 9. .8 %/. 58 4 2008 .2 8 . .9 9.9 .8 %/. 58 4 200 . 8 . .9 9.8 %0.0 % . 58 0

9 change200)-07


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2009 %.0 )9/ %02 2/2008 0. %0)0 % %09 2 9200 0.% 9 %0)20 %0 2200 ,est 2./ %0% %0)/ % %0 220%0 ,fore %. %0) %%0 2 /

20%% ,pro$ 2.2 %0% %0)9%0 %%2 2 %

O domestic e penditure includes transport and is based on "intel estimates;ource+ "intel

Designer/Upmarket Clothing - UK - March2010Competiti+e ConteAt Ke( points● he total clothing market has been negati+el( impacte& b( therecession, b t spen& on &esigner an& pmarket clothing has sho n moreb o(anc( in 2008● Designer an& pmarket mens ear has been stronger in 2008 than

omens ear● he EbasicsF element of &esigner an& pmarket clothing has beennegati+el( impacte& as people are happ( to b ( s ch items from the mi&-market B t the top-en& is most resilient● More ne ness ith more collections a (ear is helping to &ri+e interestan& gro th● he o tlook for 2010 is positi+e as &esigner an& p-market highstreet b (ers are m ch more likel( than a+erage to be inten&ing to spen&more on clothing

! "#U$% 20 + Eerformance of designer and upmarket clothing compared toall clothing) 2009-%

2005 2006 2007 2008 2010est

2011fore

2012fore

201)fore

201fore

9c

Hm Hm Hm Hm Hm



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otal clothingG /8) /2 / )%0% / )/ / )%2 )8,585 0) %)%8% %) 9 2)/ 0& annual change :2.9 :%. :0.8 :2.0


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designers entering the sector ,see 4ho s =nnovating and there has been moremedia attention on men s fashion.● Blso from T


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“Because of the recession, many people have changed the way they shop forclothes. Which of these, if any, best describe the way in which you shop for clothingor your attitudes towards shopping now compared to one year ago?”

! "#U$% 21 + Bttitudes to#ards shopping no# compared to one !ear ago) 6ebruar!

20%0 7ase+ 2)000 internet users aged %9: :ll :n( &esigner

b (er :n( pmarkethigh streetb (er

9 9 9

= spent less on clothes last !ear than= usuall! #ould

9

"! clothes shopping habits haven tchanged

) /8 /

= spent more on clothes last !ear than= usuall! #ould

11 %8 %

= haven t bought an! clothes in thelast %2 months

) % %

;ource+


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= m unlikel! to bu! an! clothes this!ear

/ % %

;ource+ upmarket high street sector of the clothing market #illoutperform the general clothing market.

!orecast"intel has used the ;E;; time series package to forecast the market to 20% . ;E;;correlates historic market siHe data #ith ke! economic and demographic

determinants ,independent variables ) identif!ing those factors having mostinfluence on the market. Using for#ard pro$ections of these factors) a market siHeforecast is produced.

4e used several factors to forecast the individual sectors of the under#ear market)as follo#s+

6or total and men?s and #omen?s clothing) the number of people age& 24-) and4-4 ) and for designer> upmarket clothing) the number of people in the affluent :B

socio-economic gro p .

Designer/Upmarket Clothing - UK - March2010Bran& Comm nication an& romotion Ke( points● :&+ertising spen&ing has been impacte& b( the recession, ithse+eral high-en& bran&s c tting back

● 'nl( three bran&s spent more than H1million on abo+e-the-linea&+ertising in 2008, hereas spen&ing b( retailers ho stock&esigner/high-en& bran&s is significantl( higher

op 24 &esigner/high-en& bran& spen&ers, 2004-08● =n 200 ) onl! three designer brands spent more than L% million on advertising#ith oast ,the multichannel premium #omens#ear brand o#ned b! 6renchConnection spending b! far the most.



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! "#U$% 2) + "ain monitored media advertising e penditure) b!designer>high-end brands) b! level of spend in 200 ) 200 -0

Compan( 2004 2005 2006 2007 2008 9change 9changeH000 H000 H000 H000 H000 2007-08 2004-08

Toast 8 % / 8 %)%00 2)29/ :%09 :/2)80Eolo 'alph auren 8 %)00 %)2 %)// %) 88 :%% :82Chanel / 9/8 99 0/ %)00 :%2 : 2Dolce I


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more instead of traditional media.● ;even brands had lo#er advertising support in 200 compared to both 200and 200 . These #ere all ma$or established houses 1 Brmani) 3ersace) Chloe) DonnaKaran) Christian Dior) P; and Erada.● 6ive brands 1 'alph auren) Chanel) "arc Cain) 6erragamo and Eringle 1spent more in 200 compared to both 200 and 200 . "arc Cain has beenundertaking a big push recentl! to build up its brand status in the UK) and Eringlehas been undergoing a revival strateg!.● Gotable increases in spending over the five-!ear period are seen at Qegna,#hich is strongl! promoting its more contemporar! and performance sports#earcollections and "alene 7irger) a premium #omens#ear brand #hich is building itsdistribution in the UK.● B lesser-kno#n name is uke ,number 22 #hich an independentl! o#neddesign-led UK men s fashion brand. The design signature is edg! !et practicalcontemporar! mens#ear. =ts advertising cop! line is Dressle ic 'esistantA and itadvertises in !outh fashion lifest!le publications such as uper uper .

$etailersF a&+ertising spen&ing tren&s b( total spen& & ring 2004-08● The table belo# sho#s the total advertising spend b! retailer) ranked b! orderof cumulative spend over the 200 -0 period. (o#ever) this spend #ill not all be onpromoting designer>high-end clothing ranges 1 especiall! in the case of "arks I;pencer) #hich primaril! relies on E' to promote its collaborations #ith designerssuch as Qandra 'hodes and Eatricia 6ields.

! "#U$% 2 + "ain monitored media advertising e penditure) b! retailertotals) 200 -0

$etailer 2004 2005 2006 2007 2008 otal

H000 H000 H000 H000 H000 H000 "arks I ;pencer %0)%2 2%)/2 20)% %%) 90 2)%9% 9 )9 8Debenhams) of#hich+

2)/89 2) /8 )8 /92 28 %%)00%

- 7ett! Jackson / %% 9% - -- Designers atDebenhams

%) 00 28 2) 2 28

- Duffer of ;t


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Designer/Upmarket Clothing - UK - March2010

Designer/>igh-en& !ashion B (ersF:ttit &es to ar&s B (ing Clothes Ke( points● Designer/high-en& fashion b (ers are more oriente& to E antsFshopping than shoppers generall( onl( 2)9 b ( for nee&, compare& to

89 of all a& lts an& the( are more moti+ate& b( st(le than comfort● >o e+er, the( are also rather keen on getting a goo& &eal, an& theinternet is a ke( channel for them to achie+e this● Designer/high-en& b (ers are more me&ia-sa++( than the generalpop lation an& are more infl ence& b( the me&ia I a&s are the n mberone infl encer on them, b t also magaJines of all kin&s

The follo#ing data are from "intel s research for !edia and "ashion # $%, "ebruary&'(' ) filtered on the base of shoppers #ho shop at high-end or designer outlets,%2& of the sample in the 200 research 1 see The Consumer section .

! "#U$% 24 + Consumer attitudes to#ards bu!ing clothes) December 200 7ase+ 2)000 internet users aged %9:

:ll Mostl( high-en& or&esigner fashionb (ers

9 9

= onl! bu! clothes #hen = need to 8 2/= bu! clothes for comfort) not st!le 2= shop around for the lo#est prices )8 28= often bro#se online for the cheapest priceand visit that store

22 2

= have bought cheap designer clothes one7a! or other #ebsites

12 %

= tr! clothes on in-store to see #hat fits andbu! cheapl! online

10 %

= ve bought clothes because a celebrit!#ears>endorses that brand

2 8

;ource+ high-end fashion bu!ers are clearl! more oriented to A#antsshopping than shoppers generall! ,onl! 2/& bu! for need) compared to & . The!are also more motivated b! st!le than comfort+ some might be #illing to Asuffer to#ear the latest lookR



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● (o#ever) these bu!ers are also rather keen on getting a good deal) andgenerall! less inclined to shop around for the lo#est prices ,28& vs / & average Nthe! #ant good value and the data sho# that the internet is a ke! channel for themto achieve this.● 7ro#sing online for the cheapest price) and then visiting that store) is moreprevalent among high-end>designer bu!ers ,2 & vs 22& of all ) as is tr!ing clotheson in-store and then bu!ing cheapl! online ,% & vs %0& .● 4hile the influence of celebrities is minimal) designer>high-end bu!ers aremore influenced than the general population ,8& vs 2& . This influence is also seenas a purchase motivator later in this chapter.

Designer/high-en& fashion b (ersF attit &es to ar&s fashion an& shopping forclothes, 2008! "#U$% 25 + Consumer attitudes to#ards fashion and shopping forclothes) December 200

7ase+ 2)000 internet users aged %9: :ll Mostl( high-en& or&esigner fashionb (ers

9 9

Erice is more important to me than having thelatest fashion

)8 %2

= like to create m! o#n look regardless offashion

)4 /

= look for clothes #hich #on?t go out offashion

)4 2

= hate shopping for clothes )1 %8= reall! en$o! clothes shopping 25 /=t?s #orth pa!ing more for st!le and *ualit! 24 /= like to keep up #ith the latest fashions 16 = like to bu! designer labels 7 28= leave m! partner to do most of m! clothesshopping

6 %/

;ource+ high-end bu!ers might be interested in getting good value>the bestprice but fashion is clearl! more important to them generall! than price ,%2& vs

/ & .● The! are also happ! to bu! one-season-#onders #ith $ust 2 & ,vs / &looking for clothes that #on t go out of fashion) and & #anting to keep up #iththe latest fashion ,vs %8& .● Designer>high-end bu!ers en$o! clothes shopping much more than theaverage ,/ & vs 29& 1 perhaps the ambience and service in premium shops ismuch higher) or that the! are generall! more enthusiastic about fashion.

!actors infl encing here &esigner/high-en& fashion b (ers p rchase clothes, 2008



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! "#U$% 26 + 6actors influencing choice of outlets for purchasing clothingand foot#ear) December 200 7ase+ 2)000 internet users aged %9:

:ll Mostl( high-en& or&esigner fashionb (ers

9 9

;eeing advertisements b! retailers on T3 14 294ebsites ,eg handbag.com 1) 20Celebrit! magaHines ,eg FKR) Go# etc 8 %6ashion-led magaHines ,eg "intel

● Designer/high-en& b (ers are more me&ia-sa++( than the generalpop lation and are more influenced b! the media than the general population. Thismeans the! are also more informed and more up to date #ith current trends) #hich#ill further drive their desire.● I a&+ertisements are the top infl encer ,29& vs % & ) but printmagaHines are far more influential for designer>high-end bu!ers than the generalpopulation ,% & vs & . "ost designer>premium clothing brands use press ads ,see7rand Communication section and trade e perts sa! print media ,ie )ra*ia andonline channels are ke! drivers of the designer market.● The trend in live streaming cat#alk sho#s ,see 4ho s =nnovatingS section isdriving more people demanding to bu! #hat the! have seen on the cat#alk almostimmediatel!. high-end bu!ers are strong users of the internet,20& are influenced b! #ebsites ) this channel and t!pe of programming couldfurther influence their interest and desire to purchase.● Blogs are also a small b t fast-increasing infl ence . Designer>high-endbu!ers are more influenced b! them than the general population , & vs 2& ) andfashion bloggers are no# recognised b! the fashion industr! as being ver! influential1 hence man! of them being invited to designer fashion sho#s and having front ro#seats unheard of even %2 months ago.● $egar&ing celebrit( an& g est &esigner infl ences ) trade e pertssuggest that photographs of a celebrit! #earing a particular item can be sufficient to



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raise an other#ise unkno#n brand to mainstream consciousness. This has beenparticularl! the case for "ulberr! over the last five !ears. =n the case of Kate "ossand Topshop) the success of the range is due to her being seen as an aspirationalfashion icon) therefore bu!ing clothes Ain her st!le gives the bu!er a sense of beingst!lish themselves.

Designer/Upmarket Clothing - UK - March2010.ho are the Designer an& Upmarket

Clothing B (ers Ke( points● ; st o+er one in ten people b ( most of their clothes from &esigner or

pmarket retailers >o e+er, one in fi+e 229 a& lts b ( some &esignerclothes an& almost t o in fi+e )69 b ( some pmarket high streetclothes herefore there is the opport nit( to enco rage occasional b (ersto b ( more● Men are t ice as likel( as omen to b ( an( &esigner clothing 289+s 1 9 an& also participate more highl( at the pmarket high street le+el

29 +s )29

● :ffl ent :Bs are most likel( b (ers of &esigner an& pmarket highstreet clothing, b t the aspirational C2s are also a ke( gro p, especiall(b (ing cas al ear an& *eans

Segmenting cons mers b( clothing retailer'esearch b! "intel in December 200 for the !edia and "ashion # $%, "ebruary&'(' report asked consumers to sa! #here the! bu! the ma$orit! of their clothesand found that %2& of the adult population sa! the! bu! most of their clothes fromdesigner and upmarket retailers.

To segment the respondents into broad bu!er t!pes) the *uestion #as asked+

“+hinking about your wardrobe and the clothes you buy for yourself, which one ofthe following groups would you put yourself in? Whilst you may spend more forclothes for special occasions, please choose the - that best describes where youbuy the ma/ority of your clothes.”

Bnd the results relevant for this report are+

● "ostl! high-end designer clothes ,eg Erada)


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● "ost upmarket>mass-market high street chains ,eg Ted 7aker) Karen "illen)Jaeger etc 89

Therefore %2& of the adult population sa! the! bu! most of their clothes fromdesigner and upmarket retailers. These shoppers are t#ice as likel! to be men ,%9&as #omen ,8& and are more likel! than average to be under-/ single under-/ s)high-income B7s) #orking full-time and living in ondon.

.hat are cons mers b (ing an& from hich t(pe of store6or the purposes of this report) #e asked consumers to sa! #here the! have everbought various t!pes of clothing. The table belo# sho#s three levels of the market interms of retailer grouping) and looks at #hat consumers 1 #ho have bought or #hoare likel! to bu! clothes 1 are bu!ing from #hich retailer group.

“+hinking about your wardrobe and the clothes you buy for yourself 0e1cludingunderwear and footwear2accessories3, which, if any, of the following groups ofretailers do you ever buy different clothes from4

4igh end designer retailers include 5rada, )ucci, 6alph 7auren, Burberry etc

5pmarket high street retailers include +ed Baker, %aren !illen, 8aeger etc

Mid market retailers include !arks 9 pencer, -e1t, )ap, asis, Warehouse etc?”

Gote that the research also included a fourth group 1 Disco nt/Ial e retailers ,ieErimark) "atalan . 4e do not include these bu!ers responses in this report as #e donot feel them relevant. 'eaders should note that data presented in the tables belo#ma! not sum as these bu!ers have been filtered out.

! "#U$% 27 + Elace of purchase of designer clothing) b! gender) 6ebruar! 20%0

7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+


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● an! clothes● casual#ear+ eg T-shirts) shirts) blouses) skirts etc● formal#ear+ eg suits) shirts) blouses) skirts etc

● $eans● coats● other clothes+ eg $umpers.

! "#U$% 28 + Clothes purchasing) b! t!pe of clothes and t!pe of retailer)6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

:n(clothes

Cas al ear !ormal ear ;eans Coats 'therclothes

9 9 9 9 9 9

(igh-enddesigner

22 %0 8

Upmarket highstreet

)6 %9 %9 % % %

"id-market 72 9 0 % 0

;ource+ igh-en& &esigner clothing shoppers ho the( are an& hat the( b ((igh-end designer clothes are those b! Erada)


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! "#U$% )0 + T!pe of garments bought from high-end designer retailers) b! gender) ageand socio-economic group) 6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

:n( Cas al ear

eg-shirts,

shirts/blo ses,skirts etc

;eans !ormal eg

shirts/blo ses,s its, skirtsetc

'ther

clothes eg * mpersetc

9 9 9 9 9

Bll 22 %0 8

#en&er "ale 28 % %2 %%6emale 1 9 9

:ge %9-2 )1 %/ %% %%2 -/ )0 % %/ %2/ - 27 %/ %2 %0 %0

- 15 8 9: 6 / 2 2

Socio-economicgro p B7 27 %2 %% %2C% 18 8 9 9C2 22 %% 8

D5 14 9 8

Gote+ & of all respondents bought high-end designer coats. This response #as toolo# to anal!se further;ource+


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! "#U$% )1 + T!pe of garments bought from high-end designer retailers) b! gender)6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+


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! "#U$% )2 + T!pe of garments bought from high-end designer retailers)b! socio-economic group) 6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+


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C% ) % % %2 %2 %/C2 )5 % % %9 % %/D5 22 %0 9

;ource+ #inter seasons. 7ut the! are often at the top end of the product pricearchitecture and so #ill be an investment item) #here the Areal value needs to bepromoted regarding cut) *ualit! and st!le. Ff note is that respondents bu!ing coatsat the designer level are too small a sample to anal!se) sho#ing that their high pricepoints ma! not currentl! be regarded as offering Areal value b! consumers.

'pport nit( to target C2s● B7s are the most likel! bu!ers of an! upmarket high street clothing , 8&across all categories.● (o#ever) the aspirational C2s are ,like #ith designer#ear the second mostlikel! bu!ers. Ff particular note is that the! bu! as much casual#ear as the B7s,% & . This sho#s ho# important casual#ear is to them and this could be a ke!factor for singles looking to impress potential partners.

Mi&-market clothing b (ers ho the( are an& hat the( b ("id-market clothes are from retailers such as "arks I ;pencer) Ge t)


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#en&er "ale 67 2 / 26emale 75 9 9 0

:ge

%9-2 75 9 /2 -/ 74 8 9 9/ - 7) 9

- 71 90 / 8 2 0: 66 // 8 / 2

Socio-economicgro p B7 76 9% / 2C% 74 90 8 /C2 70 / 9 2 9D5 58 / /% 28 0

;ource+


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;ource+


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upmarket high street clothing.

“+hinking about going clothes shopping for yourself, which, if any, have motivatedyou to purchase a particular item2or items. :ou may choose up to ; answers.”

! "#U$% )5 + "otivations to bu! clothes ,netted ) b! bu!er group) 6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+


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'eceived mone! as a birthda!>Christmasgift

8 9 %

imited-time offers ,eg 7lue Cross saleetc

29 29 2

Ea!da! 2 // /0

Eersonalised offers>discounts sent b!retailers b! post or online 22 2 2

artic lar occasions 64 66 71 4hen = have a special occasion to attend,eg part!

90

7efore a holida! 0 0 26or a ne# $ob or a $ob intervie# 2% 2 29Ge# season fashion lines arriving in-store

% 2 2/

Marketing comm nications )1 )5 )6 'eceiving an email from an online store =have visited before

20 2 2

'eceiving a catalogue through the post % 20 2%

he me&ia 14 )2 26 ;eeing items = like the look of in fashionmagaHines such as 3ogue)


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● The! are more likel! to bu! for a ne# $ob>$ob intervie#) perhaps seeingclothes as helping their confidence and also to achieve their career goals.

Lan& ho the( &iffer● Upmarket high street bu!ers are more likel! than designer shoppers to bemotivated b! promotions such as seasonal sales and limited-time offers. This is #henthe! might have the opportunit! to trade up to a designer label the! might other#isenot be able to afford. Eersonalised offers are a #a! for their favourite stores toencourage them to take a look at their latest collections.● Upmarket high street bu!ers are also more likel! to be motivated b! receivingmone! as a gift) and b! having a special occasion to go to) suggesting that theupmarket high street bu!er feels the financial pinch rather more than the designerbu!er) and therefore bu!s after careful consideration #hen the! have a bit moremone! than normall! and>or #ith a specific Aoccasion in mind.● This provides an opportunit! for all retailers to promote more Areasons to bu!in their marketing communications) targeted to the emotional pull these people haveto#ards st!lish and *ualit! clothing but also sho#ing that such e penditure is Arealvalue and A#orth it .

Designer/Upmarket Clothing - UK - March2010.here is >igh-en& Designer ClothingBo ght Ke( points● Department stores are the most pop lar retail channel for b (inghigh-en& &esigner clothing )9 , closel( follo e& b( o tlet stores hichare attracti+e for those keen on a bargain an& in&epen&ent bo ti@ es

both )89● .omen ha+e c t back their spen&ing more than men lo erpercentages of people ha+e bo ght from an( of the retail channels apartfrom online in the past (ear than the( &i& more than a (ear ago hisclearl( in&icates the( ha+e c t back on spen&ing, an& this is more apparentamong omen than men

Department stores r le, b t almost all channels ha+e s ffere& c tbacks“+hinking specifically about high


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! "#U$% )7 + ;tores #here high-end designer clothes are bought) 6ebruar!20%0 7ase+ %) 2 internet users aged %9: #ho bu! clothes from the four

retail t!pes :n( >a+e bo ghtfrom in thelast (ear

>a+e bo ghtfrom b tlonger than a(ear ago

9 9 9

Bo ght &esigner clothes froman( o tlet

54 ) 44

Department store ,eg (arve!Gichols) ;elfridges

) % 2

Futlet store>village ,eg 7icester3illage) Cheshire Faks

)8 %9 2/

=ndependent bouti*ue )8 % 2/Bbroad ,eg Ge# Pork) Earis etc )2 %/ 20Birport shop 25 %8Designer store ,eg villages have beenparticularl! hard hit.● o#er numbers of people have bought in the last !ear from airport shops andabroad 1 as the Asta!cation phenomenon of last !ear reduced overseasholida!makers ,see =nternal "arket 5nvironment section .

Designer stores an& online more ins late&● Designers o#n stores have been less affected ,%0& bought in the last !earand %/& more than a !ear ago . Their status) desirabilit!) customer service levels 1and indeed e pansion in numbers 1 ma! have insulated them and their customersfrom the effects of the recession.● Blso of note is that spending via online has remained relativel! stable. TheThis report is supplied in accordance #ith "intel?s terms and conditions. ;upplied to eeds 7eckettUniversit!.@ "intel


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great success of Get-B-Eorter and the increasing designer lines at B;F; sho# thatconsumers are keen on this method of bu!ing.

! "#U$% )8 + Eurchase of high-end designer clothes) b! outlet t!pe)gender) age and socio-economic group) 6ebruar! 20%0 7ase+ %) 2 internet users aged %9: #ho have bought clothes fromthe four retail t!pes

Departmentstore

' tletstore/+illage

"n&epen&entbo ti@ e

:broa& :irportshop

Designerstore

'nline fromthir&-part(

ebsite

9 9 9 9 9 9 9

Bll / / / /2 29 2/ 20 %

#en&er "ale 9 2 / /9 2 /0 2 226emale 0 /9 / 2 2 %9 %

:ge %9-2 9 / / /2 2 22 -/ 9 2 / 2 /0 2 2/ - 0 2 / 28 2 2/ %

- / /9 / 2 2 % %: / /2 /2 29 % 8 2

Socio-economicgro p

B7 / 9 9 /2 /2 2/ 20C% 2 / /8 /% 29 % %C2 0 / / 29 22 22 22 %D5 28 2 2 20 %8 %9 %%

;ource+


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eople ho ha+e bo ght high-en& &esigner clothing in the last (earo ng men especiall(

● "ore men than #omen bu! designer clothing) and the! shop more across allthe retail channels) #ith the e ception of independent bouti*ues. "en especiall! likedepartment stores ,22& vs % & ) designer stores ,% & vs & ) online channelsand bu!ing #hen abroad.● Department stores attract under- s) but other retail channels shoppers aremore concentrated to under-/ s or even under-2 s in the case of independentbouti*ues and abroad.

!inancial constraints● B7s are the most likel! people #ho have bought from all channels in the past!ear. (o#ever) outlet stores>villages and independent bouti*ues have a broaderappeal that specificall! attracts the aspirational C2s.● ikel! visitors to these locations include consumers #hose annual income isL2 )000- ) rather than the L 0)000: income shopper ,see Bppendi #hich is#here most of the designer clothing bu!ers are clustered. Therefore the! #illparticularl! like outlet stores and villages because of the designer bargains.

! "#U$% 0 + Eurchase of high-end designer clothes in last !ear) b! outlett!pe) b! gender) age and socio-economic group) 6ebruar! 20%0 7ase+ %) 2 internet users aged %9: #ho have bought clothes fromthe four retail t!pes

Departmentstore

' tletstore/+illage

"n&epen&entbo ti@ e

:broa& Designerstore


ebsite

:irportshop

9 9 9 9 9 9 9

Bll % %9 % %/ %0 %0

#en&er "ale 22 % % %9 % %/ %06emale % % %9 %0 8

:ge %9-2 28 22 22 20 % % %/2 -/ 2% % %9 %/ % % %2/ - 22 % %9 % %0 %2

- %/ %2 % %0 9 9 8: %2 % %0 2 /

Socio-economicgro p B7 29 20 % 20 % %0 %2C% %8 % % %0C2 % % %8 %0 %D5 %% 9 9



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;ource+ opening men-onl! bouti*uesand also some entering the sector for the first time ,see 4ho s =nnovatingS section .

'l&er age gro ps reprioritising spen&ing a a( from clothes● The age of consumers bu!ing from department stores and independentbouti*ues more than a !ear ago sho#s a much more e*ual distribution 1 #ith similarproportions of the / - s and over- s as the !ounger age groups.● This suggests that older age groups have had to cut back the most in the past!ear. The! ma! have been pa!ing off mortgage debt) saving more or reprioritisingtheir spending) ie doing up the house.● 4ebsites such as Get-B-Eorter attracted a fairl! broad age range of B7C%consumers bu!ing more than a !ear ago) as #ell as the less affluent householdincome groups ,see Bppendi . (o#ever) designers o#n #ebsites have a more nicheappeal.

! "#U$% 1 + Eurchase of high-end designer clothes more than one !earago) b! outlet t!pe) b! gender) age and socio-economic group)6ebruar! 20%0 7ase+ %) 2 internet users aged %9: #ho have bought clothes froman! of the given groups of retailers

Departmentstore

"n&epen&entbo ti@ e

' tletstore/+illage

:broa& :irportshop

Designerstore


ebsite 9 9 9 9 9 9 9

Bll 2 2/ 2/ 20 %8 %/ %0

#en&er "ale 2 2 2 2% % % %26emale 2 2/ 22 % %9 %2

:ge %9-2 2 2/ 2/ 20 22 % %2 -/ 2 29 2 2% %9 %9 %// - 2/ 2 29 2 20 % %%

- 22 20 2 % % %/: 22 22 % %8 %0 9



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Socio-economicgro p B7 28 2 29 2 20 %8 %/C% 2 2/ 2 2% % %0 %0

C2 22 22 % %9 % %D5 % %9 % %2 %2 %0 8

;ource+ villages.

● =n terms of the clothing products the! bu!+● Department stores are most popular for all categories 1 probabl! because ofthe choice the! offer 1 e cept for $eans #here designers o#n stores have a slightedge. Consumers ma! be slightl! more brand-lo!al to a designer for $eans thanan!thing else because the! like the cut>fit #hich is so important in $eans. "en areparticularl! keen $eans bu!ers.● 7oth online channels ,ie designers o#n and third-part! #ebsites arestrongest for $eans 1 the! can offer a huge choice in st!le) cut) fit and price points.● Designer stores are least popular for casual#ear 1 perhaps there is notenough specialness and differentiation in Abasic lines ,ie T-shirts>s#eatshirts etc to

$ustif! the price. =n contrast) this product categor! is strongest for outletstores>villages. Trade e perts have indicated that this Alo#er end of the designer

market has been harder hit than the upper-end products that have more designinput.● =ndependent stores have a particular strength in formal#ear 1 theirdifferentiated choice and personal service ma! include special fitting and alterationservices.

! "#U$% 2 + T!pes of high-end designer clothes bought) b! outlet t!pe)6ebruar! 20%0

:n(clothes

Cas al ear eg-shirts,

shirts/blo ses,

skirts etc

;eans CoatsG !ormal egshirts/blo ses,s its, skirts

etc

'therclothes

eg

* mpersetc

7ase+ internetusers aged%9: #ho bu!high-enddesignerclothes

2 % 2 %9 % 9 %/

9 9 9 9 9 9



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Departmentstore ,eg(arve!Gichols)

;elfridges etc

8 2 8

Designer store,eg village,eg 7icester3illage)Cheshire Faksetc

9 82 8/ 9 9 98

Bbroad ,egGe# Pork)Earis etc

99 98 9 98 8% 9/

Birport shop 90 8 2Fnline fromthe designer s#ebsite ,eggucci.com etc

0 8 / 9

Fnline fromthird-part!#ebsite ,egGet-B-Eorteretc

9 8

O small sub-sample ,8 -%00;ource+ igh Street Designer/Celebrit( $anges Ke( points● '+erall, &esigner clothing b (ers are keener on all the high street&esigner/celebrit( ranges than the pmarket high street or mi&-marketb (ers his sho s that these people are happ( to miA Ehigh streetF ith the



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&esigner an& pmarket clothes the( alrea&( ha+e in their ar&robes● Mi&-market b (ers are the least intereste& in these ranges ) 9ha+e not bo ght he( &o not appear partic larl( intereste& in theopport nit( to access a &esigner name more cheapl( thro gh a high street&iff sion line

he rise of the high street &esigner collection● There has been a huge e plosion of designer and celebrit! ranges sold in highstreet retailers over the past ten !ears. Debenhams #as one of the pioneers)launching Designers at Debenhams in the earl! % 0s. =t has been a ver!successful strateg! in creating a Ahalo effect for Debenhams overall 1 attractingmore aspirational shoppers to the stores) enabling e isting customers to trade upand for all those customers to access a designer label at middle market price points.● Marks N Spencer is also established #ith its Butograph range although theonl! Areal designer involved in that sub-brand no# is Timoth! 5verest in mens#ear."I; has changed its strateg! regarding designer>celebrit! collaborations and is no#more involved #ith Aone-offs 1 mostl! notabl! #ith limited edition collections fromQandra 'hodes and Eatricia 6ield ,designer for e1 and the >ity .● >NM has probabl! caused the most frenH! in the media and among shoppersvia its collaborations #ith high-profile designers creating limited edition ranges oncea !ear ,Govember . ;tarting #ith Karl agerfeld in 200 ) it has also #orked #ith;tella "cCartne!) 3iktor I 'olf) 'oberto Cavalli and 1 most surprisingl! as it is a ver!non-commercial house 1 Comme des


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! "#U$% ) + Eurchase of high street designer>celebrit! clothing ranges) b!bu!er t!pes) 6ebruar! 20%0

:ll :n(&esigner

earb (er

:n(pmarket

high streetb (er

:n( mi&-marketb (er

7ase+ internet users aged %9: #hobu! clothes

%) 80 2 82 %)9%8

9 9 9 9

"I; ,eg Butograph) Timoth!5verest) Qandra 'hodes) Eatricia6ield

)4 % / 0

Designers at Debenhams )2 /8(I" ,eg ;tella "cCartne!)"adonna) "atthe# 4illiamson)

Jimm! Choo

12 2 2 %

Ge# ook 1 3alue7u!ers ,ie from stores such as Erimark and "atalan #hose responses have beene cluded from this report;ource+ celebrit! ranges than the upmarket high street or mid-market bu!ers. Thee ceptions are the "I; and Debenhams ranges) #hich have a much broader appeal.● This sho#s that these people are happ! to mi Ahigh street #ith the designerand upmarket clothes the! alread! have in their #ardrobes.● "id-market bu!ers are the least interested in these ranges ,/ & have notbought . The! do not appear particularl! interested in the opportunit! to access adesigner name more cheapl! through a high street diffusion line) although the!might bu! Areal designer clothing at a discount from a designer outlet>village.● (I" has been the most successful in attracting the more affluent designerbu!er to its ranges ,2 & of these shoppers have bought and also upmarket highstreet bu!ers ,2 & . =ts more recent strateg! of having more fre*uent collaborationsis most likel! designed to keep these aspirational shoppers coming through the doorson an ongoing basis.



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! "#U$% + "ost popular stores #here high street designer>celebrit!clothing ranges are bought) b! gender) age and socio-economic group)6ebruar! 20%0

7ase+ %)% 2 internet users aged %9: #ho have bought an! of rangesMNS Designers at

Debenhams >NM 3e

=ook eacocks opshop

KateMoss

opshopother&esigners

'asis #apK

9 9 9 9 9 9 9 9 9

Bll 2% 2% % % % %%

#en&er "ale 9 % %2 % %% %8 %06emale 9% 2 2 2/ % %/ %2

:ge %9-2 // / /9 2 2 / %%2 -/ 9 9/ 2 2 % % % %/ - 90 20 % %8 %% 8 %2 %9

- 8% %9 20 2 % % %2 %0: 9 8 8 %0 % /

Socio-economicgro p B7 98 2 % %/ % % %2C% 0 22 %9 % %/ % 8 9C2 % 2 2 % %9 % %2

D5 % %9 /% 2 % %/ %0 %0

;ource+ celebrit! ranges raises the *uestion as to ho# successful these retailers arebeing in actuall! increasing their sales b! introducing such collections.

Ke( points

● MNS designer ranges are mostl! bought b! over-/ Bbs) #hich is theire isting core customer. The challenge is to attract more 2 -/ s.● Debenhams ranges are mostl! bought b! B7s #hich has raised itsdemographic status) although #ith most being 2 - ) more could be done to attractthe !ounger t#ent!something shopper as #ell.● >NM has clearl! been a big hit #ith the B7C% under-/ s 1 a more affluent andslightl! older profile than its core customer 1 but more could be done to increasethis.● opshopFs collaboration #ith Kate "oss and other designers does not appearto have moved it much out of its core % -2 age appeal but it does have a broader



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range across the social grades #hich is positive.● 3e =ook and eacocks do not appear to be appealing much outside their!oung and budget-constrained e isting customer profile. =t #ill be positive if the! areencouraging more of their customers to trade up to these celebrit!>designer ranges)but the challenge is to increase the appeal to more affluent and aspirational bu!ers.

● #apKi&s #ith the ;tella "cCartne! range appears to have been a ma$orsuccess among / - -!ear-olds) especiall! men. 7u!ers are more oriented to theless affluent C2D5 social grades ,


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(ere) consumers #ere asked+

“Which of the following attitudes about designer clothes would you agree with?”

! "#U$% 4 + Bttitudes to#ards designer clothes) 6ebruar! 20%0

7ase+ %) 80 internet users aged %9: #ho bu! clothes:ll :n(

&esignerb (er

:n(pmarket

highstreetb (er

:n( mi&-marketb (er

9 9 9 9

Designer clothes aredesigned>st!led>cut better

25 0 2

Designer clothes are made from better-*ualit! fabrics

20 % /9 2/

4earing designer clothing feels good 16 / / 204earing designer clothes gives peoplestatus and respect

12 2 22 %/

= #ear similar designer labels to m!friends

6 2% %

= #ear designer clothes to stand apartfrom m! cro#d of friends

5 % %2 9

= have lo# outgoings ,eg norent>mortgage so = can afford to bu!designer clothes

4 % %% 9

= have made sacrifices in other areas of spend ,eg holida!s so = can afford

designer clothes

%%

= like to o#n the same clothes that =see celebrities #earing

) 9

7u!ing designer clothing is m! mainindulgence

2 2

Gone of these 8 % 2 2

;ource+


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● Designer bu!er tribalism can be a marketing opportunit! as trends and st!lescan be influenced b! man! different things from celebrities to music>bands to filmsand cultural references. B clear message about the references and influences #ill bethe trigger for either customer t!pe 1 E Us ,people like us or =ndividuals. This iscompounded b! the fact that nearl! three in ten designer bu!ers think that #earingdesigner clothes gives people status and respect.● =n mens#ear) 7en ;herman and Ted 7aker are good e amples. The formerhad a 7ritish>lads>skinheads>football terraces culture but has evolved into somethingmore Agro#n up no#. Ted 7aker has its lads>peacocks dressing up for a night outimage ,Agetting 7akered up . Eaul ;mith has a *uirk! !et sophisticated 5nglisheccentricit!.● The Afeelgood factor of #earing designer clothes is felt t#ice as strongl! b!upmarket high street bu!ers ,/ & vs %8& of all ) onl! $ust behind designer bu!ers,/ & . This indicates their emotional feelings about such clothing and this #ould bea ke! element in marketing communications to tempt them.● Bn! opportunit! to tempt mid-market bu!ers to trade up needs to focus onthe attributes of design) st!le and cut as this is #hat the! are most positive about.This could be linked to *ualit! and longevit!. Bll of these #ill contribute to thetempting message that designer clothing reall! is A#orth it .

ositi+e attit &es .ho thinks hat! "#U$% 5 + Bttitudes to#ards designer clothes) b! gender) 6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+ st!led>cut better ,99& vs /& and made from better-*ualit! fabrics , 2&vs /& .● "en are more likel! than #omen to agree #ith the more emotional>tribalattitudes. The! are more likel! to agree that #earing designer clothes gives peoplestatus and respect ,/2& vs 22& of #omen ) and to #ear similar designer labels astheir friends ,2%& vs %%& or #ear designer labels to stand apart from the cro#d



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,% & vs & .● This indicates that #omen could be basing their purchasing decisions on morepractical and tangible *ualities of designer clothing ,st!le>cut>*ualit! ) #hereas menare more interested in #hat #earing designer clothing can do for them ,feel good>fitin>stand out .

● There is also an age and status split+ people #ho agree about the practicalattributes of designer clothing are more likel! to be over-/ s) and especiall! over-

s) and married. Eeople #ho agree #ith the status and tribalism attitudes are morelikel! to be %9-2 and single.● =nterestingl!) the feelgood factor is important for both men and #omen)broadl! across the over-2 s) especiall! B7s and C2s) and rather more likel! to bemarried ,see Bppendi . ;o this marketing message #ill clearl! Ahit the spot #ithmost potential bu!ers.● Designer bu!ers also go one step further than an!one else. Fne in ten havemade sacrifices in other areas of spend ,eg holida!s so the! can afford designerclothes. This demonstration of devotion is rarel! seen in an! other area of theclothing sector.

! "#U$% 6 + "ost popular attitudes to#ards designer clothes) b! gender)age and socio-economic group) 6ebruar! 20%0 7ase+ 9 internet users aged %9: #ho agree #ith an! of thestatements

Designerclothes are&esigne&/st(le&/c tbetter

Designerclothes arema&e frombetter-@ alit(fabrics

.earing&esignerclothingfeelsgoo&

.earing&esignerclothesgi+espeople

stat san&respect

" earsimilar&esignerlabels tom(

frien&s

" ear&esignerclothesto stan&apart

from m(cro & offrien&s

9 9 9 9 9 9

Bll 90 8 0 28 %9 %/

#en&er "ale / / / /2 2% %6emale 99 2 % 22 %%

:ge %9-2 0 / /9 // 2 2/2 -/ 0 2 / /% % %0/ - 99 29 %2 %2

- 80 0 2 20 %2 %/: 8/ 9 2 20 /

Socio-economicgro p B7 90 8 2 20 %C% 8 9 /2 29 % %2



55/142


56/142

= can t tell a real designer product ,iehandbag) belt from a fake one

22 %0 % 2/

Their *ualit! isn t an! better than otherbrands

20 %0 % 2%

= can afford to bu! designer clothes) but

= don t bu! them because the! are not#orth the mone!

16 %/ %8 %

= #ear designer sunglasses>glasses ,egErada

14 / /0 %8

= #ear designer under#ear ,eg CalvinKlein

1 /8 2 %

= have bought a designer knock-off froma market>street vendor>#ebsite

12 % %9 %/

= like to bu! clothing in st!les similar todesigner brands ,eg Chanel or Dior

7 %9 % %0

= o#n a designer handbag>manbag ,eg"ulberr!) ouis 3uitton

7 % %9 %0

;ource+ "intel

● 4omen are more likel! than men to sa! the! can t afford designer clothes, 2& vs /0& and to feel guilt! about spending a lot of mone! on them , & vs/0& .● ack of mone! or guilt is *uite e*uall! spread across the age groups but lessso across social grades. =nabilit! to afford is primaril! a barrier for those in thelo#est income group ,less than L2 )000 #hereas those #ho feel guilt! include thoseearning up to L 0)000. ;o the guilt could come from the fact that their disposableincome needs to be channelled into other spending 1 ie famil!) home and children.



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● Blthough men are more likel! than #omen to bu! designer clothes) the! arealso more likel! than #omen to believe that designer clothing *ualit! isn t an! betterthan other brands ,/0& vs %8& and isn t #orth the mone! ,2 & vs 20& . Thoseagreeing #ith the former statement are polarised bet#een the under-2 s and theover- s) though are fairl! e*uall! spread across the social grades and incomebrackets. The latter are more likel! affluent over- s. ;uch negative perceptionsneed to be turned around b! designer brands.

! "#U$% 40 + "ost popular attitudes to#ards designer clothes) b! gender)age and socio-economic group) 6ebruar! 20%0 7ase+ %)98 internet users aged %9: #ho agreed #ith an! of thestatements

" canFtaffor& tob (

&esignerclothes

" o l&feel g ilt(spen&ing

a lot ofmone( ona&esignerbran&

he onl(&esigneritem "

ha+e isfragrance

" canFt tella real&esigner

pro& ctiehan&bag,belt froma fake one

heir@ alit(isnFt an(

betterthanotherbran&s

" canaffor& tob (

&esignerclothes,b t "&onFt b (thembeca sethe( arenot orththemone(

9 9 9 9 9 9

Bll 2 /8 2 29 2/ 20

#en&er "ale /0 /0 %8 2 /0 26emale 2 0 2 %8 %

:ge %9-2 / / 2 2 %2 -/ / 0 /% 22 20 %8/ - % /9 22 22 %8 %9

- / /9 2 2 2 2/: % /9 2 // /0 2

Socio-economicgro p B7 /% / 2 22 2 2C% 0 /2 28 2 %8C2 0 / /0 29 20 %D5 % /8 28 2 2/ %9

;ource+


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%ntr(-le+el opport nities● 5ntr!-level designer products such as sunglasses and under#ear are mostpopular among 2 - s) #ith men ,especiall! single men) see Bppendi particularl!keen on under#ear.● "ore could be made of designer under#ear for #omen to boost sales here.Designer handbags have certainl! been popular among #omen aged 2 - ) thoughoriented to#ards the more affluent B7s.● The %9-/ s are particularl! keen on bu!ing clothing in st!les similar todesigner brands) and the! offer an opportunit! for upmarket high street retailers andalso other high street retailers selling designer>celebrit! collections. Bffordabilit! isan issue for some of these in the lo#er social grades and income levels.

! "#U$% 41 + Ge t most popular statements on designer clothes) b!gender) age and socio-economic group) 6ebruar! 20%0 7ase+ %)98 internet users aged %9: #ho agreed #ith an! of the

statements" ear&esigners nglasses/glasses eg

ra&a

" ear&esigner

n&er eareg Cal+in

Klein

" ha+e bo ghta &esignerknock-off fromamarket/street+en&or/

ebsite

" like tob (clothingin st(lessimilar to&esignerbran&s

egChanel orDior

" o n a&esignerhan&bag/manbag

egM lberr(,=o isI itton

9 9 9 9 9

Bll %8 %9 % %0 %0

#en&er "ale % 2 % /6emale %9 %/ %2 %9

:ge %9-2 % % % %/2 -/ 22 2 %9 %2 %// - 29 20 %/ %%

- %9 %2 %/ %0 8: 8 8 8

Socio-economicgro p B7 22 % % %2 %/C% %9 % %/ 8C2 % 2% % 8D5 %0 %0 %%



59/142

;ource+ behaviour.

"intel has identified three target groups for designer and upmarket high streetclothing retailers based on attitudes to#ards designer clothes.



60/142

! "#U$% 42 + Target groups for designer clothes) 6ebruar! 20%0 7ase+ %) 80 internet users aged %9: #ho bu! clothes

;ource+ celebrit! clothing ranges) #hile the greatestpercentage have bought from "I; and Designers at Debenhams) the! are much



61/142

more likel! than average to have bought from (I" ,28& vs %2& ) Topshop s Kate"oss ,20& vs & and villages.● The! are most likel! to have cut back their spending this !ear compared to#hat the! spent more than a !ear ago.● (o#ever) their spending via #ebsites such as Get-B-Eorter has remainedstable this !ear compared to previousl! ,%/& .● Ff the high street designer>celebrit! ranges the! are most likel! to havebought from Designers at Debenhams , %& but are much more likel! than averageto bu! from Ge# ook


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great @ alit(, c t an& fit, especiall( if the p rchase can be * stifie& for ane *ob/inter+ie /special occasion etc

Disintereste& 469The Disinterested group accounts for nearl! si in ten of the adult population)

sho#ing that man! people are $ust not into designer clothing. This group is definedb! not have an! positive attitudes about designer ranges 1 indeed the! register Heroagreement #ith most of the positive statements. (o#ever) the! are rather negative+the! believe designer clothing *ualit! isn t an! better than other brands ,2 & vs20& average ) the! can t tell a real designer product from a fake one ,29& vs 22&and although the! can afford to bu! designer clothes) the! don t think the! are #orthit ,% & vs %8& .

.ho are the Disintereste&

● 5*uall! likel! to be men and #omen) oriented to the over- s.● C%C2D5 social grades.

● "arried or separated>divorced>#ido#ed.● Just 9& have bought an! designer clothes) and the! are belo#-averagepurchasers of all clothing apart from discount fashion clothes.● Ff all the stores the! bu! clothes from ,#hich is belo# average in all casesthe! gravitate to outlet stores>village) department stores and independent bouti*ues.● Those #ho have bought high street designer>celebrit! ranges are most likel!to have bought from "arks I ;pencer and Designers at Debenhams.

Marketing message his is a +er( &iffic lt gro p to target as the( are so&isintereste& in clothing generall(, especiall( &esigner clothing as the(cannot see the benefits/&ifferences he ke( opport nit( is for the mi&-market an& &isco nt retailers the latter not co+ere& in this report tointerest them in tra&ing p to more premi m lines, foc sing perhaps on the@ alit( an& longe+it( +al es an& perhaps b( enco raging p rchase ofhigher-price& o tfits for a special occasion

Designer/Upmarket Clothing - UK - March2010:ppen&iA "nternal Market %n+ironment

! "#U$% 4) + 5 penditure on #omens#ear) 2009-0

7ase+ #omen aged % :

2005 2006 2007 2008 9 pointchange



63/142

9 9 9 9 2005-08

:n( omens ear Gothing %/.9 %/. % .0 %9. :2.Under L%0 2. 2.2 2. 2.2 -0.9

L%0-% 8. 8. .2 8./ -0.%L20- %9./ %9. % . % . -0.L 0- %8./ %9.% %9. %9.0 -%./L%00-% % . % .8 % .2 % .2 :0./L% 0-% 8.2 .% 9. 9. -0.8L200-2 .8 .0 . . -0.2L/00 or more %0. %%.2 %%./ %%.0 :0.%

Dresses Gothing 99. 9 .2 9 .2 9%.% - .Under L%0 %. %. %.8 %. -0.%L%0-% . . .9 . -0.L20- %%.2 %2.% %%.9 %2./ :%.%L 0- 8.9 .0 . %0. :2.L%00-% /. .% . .8 :0.L% 0-% %. %.8 %. 2.2 :0.L200-2 0. %.% %. %.2 :0.L/00 or more %.% %.0 %. %. :0./

Skirts Gothing /. 8. %. .9 :%2.2Under L%0 .8 . .8 . -0./L%0-% %/.8 %/.0 %%. %%. -2.2L20- 2%.% % .8 %8. %9.0 - .%L 0- %0. . .2 .2 -2./

L%00-% /.8 /. /./ 2. -%.2L% 0-% %. %. %.% %.% -0.L200 or more %.0 %.% 0. 0.9 -0.

Blo ses/tops Gothing 2 .9 2 .8 28. 28. :2.Under L%0 9.9 9.0 9.0 .9 -%.0L%0-% % .2 % . %/.9 % . :0./L20- 29.9 2 . 2/.9 2/. -/.%L 0- % . %9. %9. %9.8 :0.L%00-% 8./ 8.8 8. 8.2 -0.%L% 0-% /.0 /.2 /.0 /.0 -L200 or more %.8 2.% 2. 2.% :0.

; mpers/car&igans/s eatshirts Gothing /9. / . 0./ /8.8 :%./Under L%0 .9 . ./ . :0./L%0-% %/. % .% %2. %2./ -%.9L20- 22.2 2/.0 20. 2%.9 -0.9L 0- %/. % ./ %/./ %/. :0./L%00-% . . .2 . :0.L% 0-% /.0 2.9 2.2 2. -0.9



64/142

L200 or more %.% %.2 %. %. :0.

Taken from the T


65/142

Gothing /%./ /2. /2. //. :2.2Under L%0 %9. %9.8 %9.% %9.2 -0./L%0-% 2 .% 2 . 29.8 29.% :%.0L20- 20.8 % . % . % .8 -2.0L 0- ./ .0 .9 ./ -%.0

L%00 or more %.% %. %./ %./ :0.2

Socks Gothing 28. /0.% /0. /0. :2.Under L%0 2 .0 2 .0 28.8 2 .% -0.L%0-% 2 .8 2 . 2 .0 2 . -%./L20- %%. %0. %0. %%.9 :0.2L 0 or more 2.0 2.0 2.0 %. -0.

Taken from the T


66/142

% -2 80.0 .8 98.2 92. /0.%2 -/ 9/. . 8.8 0.9 /8./ - ./ ./ 0.2 0. / .

- 8./ / .% . /9. 0.-9 . //. /.% / .% .2

9 : 9/.0 28. 9.8 /9.0 90.

Socio-economic gro p B7 90.9 9. 8.8 2.8 2.9C% 9 .9 .0 9. /. .2C2 9/.0 ./ .9 .% 9.D .8 2. %./ 2.% 0.5 9%.9 /9.2 /.% 2.9 .

resence of chil&ren Under % !ear 9%.% .% .% /. / .9%- !ears .8 /.0 /. 2.9 / .

- !ears . .2 .% .% /8.%0-% !ears 9%.8 8.8 . . / .9Go children in household 92. %. 9.2 2. .

Marital stat s ;ingle 99.8 ./ 92.0 .8 /9."arried>living as married . 2. 2. / ./ .%;eparated>divorced>#ido#ed 9 . / . 9./ / . .8

.orking stat s 6ull-time 9%./ /./ .9 .0 2.%Eart-time 9 .8 .9 8.8 . 0.2Got #orking 92.% /8. . 2.% %.2

>o sehol& siJe % person 9 .% / . . 0. 2.92 persons 9/. / . .8 0. 2.0/ persons 9%.% .2 .2 .2 %.

persons .8 %. .2 . / .2 persons: 9/. 0. 8. %.2 / .9

$egion 5ast Bnglia 90. . . %. .9;outh 4est 8.2 2.% . / .9 /.4ales 8.8 .% /. .2 .

5ast and 4est "idlands 92.8 /. 9.2 2.2 9.Gorth 4est 9 .% %./ 8.2 .2 .0Porkshire and (umberside 9/.% .8 .0 /. .9Gorth 9 . 2.0 .% .9 .8;cotland 9 .% . 9.8 /.2 9.%

=ifestage Ere->no famil! 9 .2 . 9%.9 8. //.26amilies . . 2.8 %.8 / .



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Third age . / . %. / . .'etired 9/.0 28. 9.8 /9.0 90.

Special #ro ps B7C% pre->no famil! 9 .0 .% 92. .% /%.

B7C% famil! .9 2. .0 2.0 /9.B7C% third age 90. /8.0 /.9 /8.% 2.B7C% retired 92.9 2 . 8. / .9 .2T#o full-time earners 92. 0./ 9.% /.9 2.2Fne-person households under9

92. .0 /.0 2. 8.9

Taken from the T


68/142

- !ears 8 .8 28.% 0. %0./ %8.% % .%0-% !ears 8%.8 28.8 / ./ %0.8 20.9 % .0Go children in household %. 20. /%.8 . %9. %/.2

Marital stat s

;ingle 8/. /9. .9 %9.2 /0.2 2 ."arried>living as married .% % .0 /%.% 8./ %/. %0.;eparated>divorced>#ido#ed / . % ./ /0.9 9. %%. .%

.orking stat s 6ull-time 80. 22. /%.% ./ %8.2 % .8Eart-time 99./ 2 . /. 8. 20.2 % .Got #orking ./ 2%. / .0 %0.0 %9. %2.%

>o sehol& siJe % person /. % ./ /0.0 8./ %/. %0.92 persons .% % .% /0.9 8./ % .8 %%.0/ persons 9 . 29. /8.2 .2 % . %8.%

persons 8/. 2 . / ./ %2. 20.2 %9.0 persons: 8%.9 /%.8 2.9 % . 2 . % .

$egion 5ast Bnglia . 2%.8 / .0 .2 %9.0 %/.9;outh 4est .9 % .9 28.2 . %2. %%.94ales /.8 2%.% /2.2 %0. % . %%./5ast and 4est "idlands .% 22. / .% .2 %8./ %2.Gorth 4est 90.8 2 .% /2. %0. %8. % ./Porkshire and (umberside 9%. 2 .9 /9.9 .0 % .0 %/.0Gorth 8. 29.9 / .0 %%.9 20.0 %/.

;cotland .2 2/. / . .8 % ./ %%.=ifestage Ere->no famil! 8 . /8.0 . %9.% /0.9 2 .6amilies 8 .% 2 . / . . % . %/.Third age %.2 % ./ 2 . .0 %%.2 .9'etired 20. %/. 2 .9 8.% . .8

Special #ro ps B7C% pre->no famil! 8 . /9. /.8 % .0 2 .9 29.B7C% famil! 82. 2 .2 /8./ 8. % . % .%B7C% third age . % . 28.% . %2.9 .B7C% retired % .9 % .% 29.2 .9 %0. ./

T#o full-time earners 80.0 22.0 /2.2 . % .2 % .0Fne-person householdsunder 9

9/.8 22. /0. 8.% % . % .

Taken from the T


69/142

! "#U$% 46 + Trends in statements on appearance) fashion) clothing) b! demographics)200 ,continued 7ase+ adults aged % :

" make

m(clotheslast

" tr( to

&ress inthe mostpractical

a(

" &ress

in a(o ngst(le

%+er(

season "b (someneclothes

.hen

p rchasingclothes " caremore abo tst(le an&attracti+enessthan @ alit(

9 9 9 9 9

Bll 2.2 8 ./ /8.2 / . 2 .9

#en&er "en 2. 8/.0 / . 29.2 20.24omen 2.% 88.9 / . 0.% /0.8

:ge gro p % -2 8/. .% 80.0 %.% 9.2 -/ %. 9 . 8. .% 2 ./ - 2. 89. /9.2 /8.2 2/.0

- ./ 0. 28./ / .8 %8.-9 9.% /. 22. / .8 % ./

9 : .8 2.2 %/. /0. % .

Socio-economic gro p B7 /.2 89. / . %. 20.C% 2.8 89.8 0./ 0. 29.

C2 2. 8 . /8./ / .% 2 .D 8 ./ 82.0 /9. //./ 2 .%5 2.2 8/.% //.0 /2. 29.8

resence of chil&ren Under % !ear %.9 99.2 9./ .% / .%%- !ears %.% 8 .% 0. /.8 /0.

- !ears 0. 8 .2 .2 / . 28.8%0-% !ears 0.8 8%.2 2.2 0./ 2 .Go children in household 2. 89. /2. /8.0 2/.8

Marital stat s ;ingle 8 . 9 . .2 ./ /9.

"arried>living as married /.% 8 .9 /2.0 /9./ 22.2;eparated>divorced>#ido#ed .% 0.2 2/.% / . 2%.9

.orking stat s 6ull-time /.% 8 .0 %. /9.9 2 .0Eart-time 0. 8 .8 2. 8.9 /0.2Got #orking 2.2 89. /2.0 /9. 2 .2

>o sehol& siJe



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% person .8 8 .2 28.9 / . 2%.22 persons . 8 . /%.0 /9.2 22.0/ persons 0. 8/. /.% / . 28.%

persons 8 . 9 . ./ %. /0. persons: 89. 9 . 8. 2. /2.9

$egion 5ast Bnglia .% 88. / . / . 2 .0;outh 4est 8.2 8 .% //./ / .% 2 .4ales %./ 8 .8 /9.8 /9.8 29.05ast and 4est "idlands /.0 89.0 /9.8 /8.% 29.%Gorth 4est %. 8 .9 / ./ /8./ 2 .9Porkshire and (umberside 2.0 8/.0 0.0 /9.9 2 .Gorth 0./ 8%. /8.0 / . 29.8;cotland %. 8 . / .0 /. 2 .8

=ifestage Ere->no famil! 88. 9/. 9%.% . /9.06amilies 2.2 8 .% 2.2 0.0 28.2Third age . 2. 2 . / .0 % ./'etired . 2.2 %/. /0. % .

Special #ro ps B7C% pre->no famil! 0.9 9 .2 92. 9. / .B7C% famil! 0. 89.9 %.% 2. 2 .8B7C% third age ./ .2 29.9 / .8 %9.0B7C% retired 9./ .0 %/.8 //.2 %9.2T#o full-time earners 2. 8 . /8.8 / .2 2/.9Fne-person households under

9

9.8 89.0 / . /9.9 2/.%

Taken from the T


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"en % . 2%.% 8.% /.% 2 .2 20.24omen 2 .0 %%. . 8. 2 .8 /0.8

:ge gro p % -2 /.% / . 8.9 .% .0 9.

2 -/ 2 .% 2/. 0.% 9. //. 2 ./ - 20.9 % .8 .8 /. 2 . 2/.0- % . %%. .0 .% % . %8.-9 %/. 8.8 9. .9 %8./ % ./

9 : %/.0 . . . % .8 % .

Socio-economicgro p B7 % .2 %8.% .% 9.% 29.0 20.C% 22.8 %9.2 8./ .9 2 .9 29.C2 2 . %8./ %. .% 2 .2 2 .D 22.0 % .2 . . 29.9 2 .%5 2%. % . %. 9.% 2/. 29.8

resence ofchil&ren Under % !ear 2 .8 2%.2 / .2 . /%.0 / .%%- !ears 2 . % . 8.9 .2 2 .9 /0.

- !ears 2/.8 %8. .9 . 2 .2 28.8%0-% !ears 2 . % .2 2.0 .0 2 ./ 2 .Go children inhousehold

20.2 % .% .9 . 2/.9 2/.8

Marital stat s ;ingle //. 2 . .8 8. /9. /9.

"arried>living asmarried % .9 %/.% %. .8 2%. 22.2;eparated>divorced>#ido#ed

%9.% 8.8 .% .9 2%.% 2%.9

.orking stat s 6ull-time 22. 20. 2./ .2 28./ 2 .0Eart-time 2 .% % . /.8 9. 2 .0 /0.2Got #orking 20.9 %/.9 . 9.% 22. 2 .2

>o sehol& siJe % person %8.% %0. 9.9 . 22.9 2%.22 persons % .9 %/. 9.0 . 22.0 22.0

/ persons 2 .% % . %.9 . 2 ./ 28.% persons 29.0 % . 0.% . 2 ./ /0. persons: /0.8 2 . 2.0 8.% /%.9 /2.9

$egion 5astBnglia

20./ % .% .9 . 2 .0 2 .0

;outh 4est % .8 %0. .0 9. 20.9 2 .



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4ales 2/./ % . . /. 22. 29.05ast and 4est"idlands

2%. % .9 /.9 9. 2 .8 29.%

Gorth 4est 2 .0 % .0 2. . 29./ 2 .9Porkshire and

(umberside

22.9 % .% . 9.0 2 . 2 .

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