Fashion Advertising spending has risen dramatically as retailers have tried to move their positioning away from the price-driven competition of the past few years and become more upmarket and aspirational. Advertising spending by the top ten retailers has doubled in the past four years to £114 million.

Faced with a number of issues ranging from a potential slowdown in consumer spending to an ageing fashion audience and rapidly changing media usage patterns, retailers and brands are having to innovate in their advertising in order to survive.

The key themes this report sets out to address are:

• How big is the market and what are the driving forces behind its growth?
• What are the potential problems that might slow growth in the future?
• Which advertisers are most successful in reaching their audiences and what strategies do they use?
• What do consumers think about fashion advertising they see? Does it inspire them and do they enjoy seeing and hearing it?
• Which consumers respond the most?
• What might the impact of the Internet be on fashion advertising?