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Fashion Advertising - UK

Published Date: November 2007
Published By: Mintel International Group Ltd.
Order Code: R560-2984
 
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Issues in the Market
Definitions
Financial definitions
Abbreviations


Market in Brief
A booming market
M&S the biggest spender
Positive factors for fashion advertising...
But also some negatives...
What our research found
The future
Trading climate changes
Too many adverts may turn off consumers
Health trends - the shape of the future
Older consumers mean a new relationship
Fashion - behind the trend for the Internet


Internal Market Environment
Price environment changes for fashion
Figure 1: UK retail sales, clothing and footwear, value, volume and price, not seasonally adjusted, % change year-on-year, 1997-07
Non-price factors take over
Shift away from traditional media usage patterns
Fall in newspaper readership
Figure 2: Views on newspaper readership frequency, when asked "Do you read a national newspaper more often, less often or about the same as you did two years ago?", 2006
Internet ad spend takes off
Figure 3: Total advertising spend by media, % change 2005-06
Figure 4: Total advertising spend, 2006
Own-brand retailers dominate clothing sector
Figure 5: UK: Clothing market - channels of distribution, 2005


Broader Market Environment
Consumer incomes, saving and expenditure
Figure 6: UK real personal disposable income growth, consumer expenditure growth, bank base rate and savings ratio, actual and projected, 2002-12
Retail sales start to tail off
Figure 7: UK retail sales, value, % change quarter on same quarter the year before, 2002 Q2 to 2007 Q2
Older population creates communication challenge
Move upmarket may help advertisers
Employment trends better for women


Strengths and Weaknesses in the Market
Strengths
Rivalry between retailers
Focus moves away from price
Rise of online advertising
Increasingly upmarket audience
Weaknesses
Consumers become immune to heavy advertising
Pressure on margins to cut ad budgets
More older customers
Failure to target appropriate consumers


Market Size and Forecast
Key points
Market boomed in 2006/07
Figure 8: Fashion advertising expenditure, 2002/03-2011/12
Figure 9: Estimated fashion advertising spending, 2002/03-2006/07
What will affect this market in future?
Consumers become immune
Slowing disposable income growth
Retailers under pressure
Ageing audience
The rise and rise of the Internet
Health trends in the population
Alternative scenario
Figure 10: Fashion advertising expenditure, current prices, 2002/03-2011/12
Figure 11: Fashion advertising expenditure constant prices, 2002/03-2011/12
To advertise or not to advertise


The Market in Context
Key points
Fashion vs total advertising
Figure 12: Fashion advertising expenditure, year to end May 2003 to year to end May 2007
Media used by fashion advertisers
Figure 13: Fashion advertising expenditure, 2003-07
Figure 14: Fashion advertising expenditure, year to end May 2007/Total UK advertising expenditure, calendar year 2006
Who are the biggest fashion advertisers?
Figure 15: Top 20 fashion retail advertisers, by share of total fashion advertising market, 2003-07
Dolce & Gabbana heads the designer crowd
Figure 16: Top ten luxury and designer advertisers, by advertising expenditure, 2003-2007
Nike comes first in sports and casual brands
Figure 17: Top ten sports, casualwear and other brand advertisers, by advertising expenditure, 2003-07


Fashion Advertising Last Seen/Heard
Key findings
Retailer ads with the strongest impact
M&S’ ads seen by 75%
Figure 18: Fashion advertising seen/heard, last 12 months, August 2007
M&S may be missing its mark
John Lewis creates male awareness
TK Maxx spreads across the age groups
Figure 19: Fashion advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Tesco spans age and class
Figure 20: Fashion advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Matalan off-pitch on age
Figure 21: Fashion advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007


Fashion Advertising Last Seen/Heard- Detailed Consumer Demographics
Figure 22: Fashion advertising seen/heard in the last 12 months by region, daily newspapers, Internet usage and supermarkets used, August 2007
Figure 23: Fashion advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
Figure 24: Fashion advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007


Where Fashion Advertising Was Seen/Heard
M&S achieves best targeting with press
Figure 25: Where M&S advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Debenhams is hit and miss on most media
Figure 26: Where Debenhams advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Press more precise than TV for John Lewis
Figure 27: Where John Lewis advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
House of Fraser veers off-course with TV
Figure 28: Where House of Fraser advertising seen/heard in the last 12 months, by gender, age and socio-economic group, August 2007
TK Maxx ads seen by teenagers and women
Figure 29: Where TK Maxx advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
TV most effective for Next
Figure 30: Where Next advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
TV also a hit with Tesco customers
Figure 31: Where Tesco advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Kylie ads reach wrong audience
Figure 32: Where H&M advertising seen/heard in the last 12 months, by gender, age and socio-economic group, August 2007
Asda achieves recognition with Coleen
Figure 33: Where Asda advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
TV makes less impact on Gap
Figure 34: Where Gap advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Teenagers reached by Matalan's TV ads
Figure 35: Where Matalan advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007
Topshop consumers confused
Figure 36: Where Topshop advertising seen/heard in the last 12 months, by gender, age and socio-economic groups, August 2007


Where Fashion Advertising Was Seen/Heard - Detailed Consumer Demographics
M&S
Figure 37: Where M&S advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage, supermarket used, August 2007
Debenhams
Figure 38: Where Debenhams advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
John Lewis
Figure 39: Where John Lewis advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
House of Fraser/John Lewis
Figure 40: Where House of Fraser and John Lewis advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
TK Maxx/H&M
Figure 41: Where TK Maxx and H&M advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
Next
Figure 42: Where Next advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
Tesco
Figure 43: Where Tesco advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
Asda
Figure 44: Where Asda advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
Gap/Topshop
Figure 45: Where Gap and Topshop advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007
Matalan
Figure 46: Where Matalan advertising seen/heard in the last 12 months, by region, daily newspapers, Internet usage and supermarkets used, August 2007


Retail Competitor Analysis
Key Points
The competitive line-up
Figure 134: Advertising audiences for major fashion retailers, positioned by age and socio-economic status, August 2007
Figure 135: Shopper bases for major fashion retailers, positioned by age and socio-economic status, August 2007
What the comparisons show
Figure 136: Major fashion retail advertisers' competitive position, 2007
Figure 137: Secondary fashion retail advertisers' competitive position, 2007
Minor advertisers
Figure 138: Total Advertising spend, by advertiser and media, Year to end May 2007


Retail Profiles
Marks & Spencer
Advertising strategy
Figure 139: Marks & Spencer, advertising expenditure, 2002/03-2006/07
Figure 140: Marks & Spencer, fashion advertising expenditure, June 2006 to May 2007
Advertising impact
Figure 141: Marks & Spencer, fashion advertising audience versus its shoppers, August 2007
Recent key campaigns
Agencies used
Outlook
Debenhams
Advertising spending
Figure 142: Debenhams, fashion advertising expenditure, 2002/03-2006/07
Figure 143: Debenhams, fashion advertising expenditure, June 2006-May 2007
Advertising impact
Figure 144: Debenhams, fashion advertising audience versus its shoppers, August 2007
Recent key campaigns
Agencies used
Outlook
John Lewis
Advertising strategy
Figure 145: John Lewis, fashion advertising expenditure, 2002/03-2006/07
Figure 146: John Lewis, fashion advertising expenditure, June 2006-May 2007
Advertising impact
Figure 147: John Lewis, advertising audience versus its shoppers, August 2007
Agencies used
Analysis and outlook
House of Fraser
Advertising spending
Figure 148: House of Fraser, fashion advertising expenditure, 2002/03-2006/07
Figure 149: House of Fraser, advertising expenditure, June 2006-May 2007
Advertising impact
Figure 150: House of Fraser, advertising audience versus its shoppers, August 2007
Recent key campaigns
Analysis and outlook
TK Maxx
Advertising spending
Figure 151: TK Maxx, fashion advertising expenditure, 2002/03-2006/07
Figure 152: TK Maxx, advertising expenditure, June 2006-May 2007
Advertising impact
Recent key campaigns
Figure 153: TK Maxx, advertising audience versus its shoppers, August 2007
Agencies used
Analysis and outlook
Next
Advertising spending
Figure 154: Next, fashion advertising expenditure, 2002/03-2006/07
Figure 155: Next, fashion advertising expenditure, June 2006-May 2007
Advertising impact
Figure 156: Next, fashion advertising audience versus its shoppers, August 2007
Recent key campaigns
Agencies used
Analysis and outlook
Tesco
Advertising spending
Figure 157: Tesco, fashion advertising expenditure, 2002/03-2006/07
Figure 158: Tesco, fashion advertising expenditure, June 2006-May 2007
Advertising impact
Figure 159: Tesco, fashion advertising audience versus its shoppers, August 2007
Recent key campaigns
Agencies used
Analysis and outlook
Bhs
Advertising spend
Figure 160: Bhs, fashion advertising expenditure, 2002/03-2006/07
Advertising impact
Figure 161: Bhs, fashion advertising audience versus shoppers, August 2007
Key recent campaigns
Analysis and outlook
H&M
Advertising spending
Figure 162: H&M, fashion advertising expenditure, 2002/03-2006/07
Figure 163: H&M, advertising expenditure, June 2006-May 2007
Advertising impact
Figure 164: H&M, fashion advertising audience versus its shoppers, August 2007
Recent key campaigns
Agencies used
Asda
Advertising spending
Figure 165: Asda, fashion advertising expenditure, 2002/03-2006/07
Advertising impact
Figure 166: Asda, fashion advertising audience versus its shoppers, August 2007
Recent key campaigns
Agencies used
Analysis and outlook
Non-specialist retailers
Harrods
Figure 167: Harrods, advertising expenditure, 2002/03-2006/07
Figure 168: Harrods, advertising expenditure, June 2006 to May 2007
Latest key campaigns
Figure 169: Harrods, recent ad campaigns, 2006-07
Analysis and outlook
Bonmarché
Advertising spending
Figure 170: Bonmarché, advertising expenditure 2002/03-2006/07
Latest key campaigns
Figure 171: Bonmarché, recent ad campaign, 2007
Analysis and outlook
TJ Hughes
Advertising spending
Figure 172: TJ Hughes, advertising expenditure, 2002/03-2006/07
Figure 173: TJ Hughes, advertising expenditure, June 2006-May 2007
Latest key campaigns
Figure 174: TJ Hughes, recent ad campaigns, 2006-07
Analysis and outlook
JJB Sports
Advertising spending
Figure 175: JJB Sports, advertising expenditure, 2002/03-2006/07
Latest key campaigns
Figure 176: JJB Sports, recent ad campaigns, 2006-07
Analysis and outlook
Gap
Advertising spending
Figure 177: Gap, advertising expenditure, 2002/03-2006/07
Advertising impact
Figure 178: Gap, advertising audience versus its shoppers, August 2007
Latest key campaigns
Figure 179: Gap, recent ad campaigns, 2006-07
Analysis and outlook
Matalan
Advertising spending
Figure 180: Matalan, advertising expenditure, 2002/03-2006/07
Advertising impact
Figure 181: Matalan, advertising audience versus its shoppers, August 2007
Latest key campaigns
Figure 182: Matalan, latest ad campaigns, 2006-07
Analysis and outlook
Evans
Advertising spending
Figure 183: Evans, advertising expenditure, 2002/07-2006/07
Advertising impact
Figure 184: Evans, fashion advertising audience versus its shoppers, August 2007
Latest key campaigns
Figure 185: Evans, latest ad campaigns, 2006-07
Analysis and outlook
Selfridges
Advertising spending
Figure 186: Selfridges, advertising expenditure, 2002/03-2006/07
Figure 187: Selfridges, advertising expenditure, June 2006 to May 2007
Latest key campaigns
Figure 188: Selfridges, recent ad campaigns, 2006-07
Analysis and outlook
River Island
Advertising spending
Figure 189: River island, advertising expenditure, 2002/03-2006/07
Advertising impact
Figure 190: River Island, fashion advertising audience versus its shoppers, August 2007
Latest key campaigns
Figure 191: River Island, recent ad campaigns, 2006-07
Analysis and outlook
Dorothy Perkins
Advertising spending
Figure 192: Dorothy Perkins, advertising expenditure, 2002/03-2006/07
Figure 193: Dorothy Perkins, advertising expenditure, June 2006-May 2007
Advertising impact
Figure 194: Dorothy Perkins, fashion advertising audience versus shoppers, August 2007
Figure 195: Dorothy Perkins, recent ad campaigns, 2006-07
Primark


Market Factors - Appendix
Figure 196: UK population by age, 2002-07 and 2012
Figure 197: UK adult population 15+ by socio-economic group, 2002-07 and 2012
Figure 198: UK male and female employment, 2002-07 and 2012
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