Abstract
About this report
This report examines clothing items bought by, or for, youths aged between 13 and 19. Since 2008, consumer confidence has dipped because of worsening economic conditions. Subsequently, pocket money and disposable income for youths has been hit by two main factors.
Firstly, there is less money in the household purse, resulting in a squeeze on pocket money. Secondly, there are fewer job opportunities for youths, whether permanent jobs for school leavers or part-time jobs to boost finances while at school or university, due to growing unemployment generally.
In 2008/09, sales of all clothing have been under pressure, yet there are bright spots among the retailers. In particular Primark, popular among teens, has had a year of heady growth, thanks to its up-to-the-minute fashions at rock-bottom prices and its commitment to expansion.
The performance of youth fashion is less closely linked to economic woes than for other consumers, as these younger consumers have fewer commitments and demands on their cash. They take a more carefree attitude to spending (see TGI data) and they still want to look their best.
But the "bank of mum and dad" is under pressure, and some parents are less inclined to lend the credit card for online shopping. So, this could lead to some youths turning back to high street shopping. However, at present it appears that online shopping is the segment that is doing best within retail and this does not look set to change, even if some youths choose high street shops.
Main themes
- What will happen to online and high street spending on youth fashion in the economic downturn?
- Will youths trade down to cheaper prices during the recession, or are they more likely to opt for better quality items that last longer?
- What should youth fashion retailers do to ride out the recession?
- How can retailers expand their appeal to teenage shoppers?
Table of Contents
- Issues in the Market
- Main themes
- Definition
- Abbreviations
- Market in Brief
- Youth fashion feeling the squeeze
- More personal interpretation of styling
- Prices likely to rise
- Number of teenagers are decreasing
- Squeeze on income
- Reluctance to do without
- Innovation among retailers
- Girls and boys have different patterns
- Youth habits change as they age
- Outlook
- Internal Market Environment
- Key points
- Fashion is key
- Experimentation with trends
- Key pieces to buy
- Themes which dominate youth fashion
- Boys go preppy
- Sources of inspiration
- Internet popular for clothes
- High street will win
- Inflation
- Figure 1: Inflation, clothing and footwear, all items, 2003-08
- Broader Market Environment
- Key points
- Fluctuating age structure will affect volumes
- Figure 2: Population forecasts, age group, 2004-14
- Figure 3: Population forecasts, by age groups, 2004, 2009 and 2014
- Where does the money come from?
- More staying on for full-time education
- Pocket money squeeze
- Figure 4: Average weekly income received, by children at current prices,
2003-13
- Harder to find casual jobs
- Reluctant to give up necessities
- Recession will dampen demand
- Figure 5: Annual percentage change in personal disposable income, at
current prices, 2004-14
- Ethical and environmental issues
- Competitive Context
- Key points
- Clothes top the list of teen spending
- Figure 6: Average amount spent per week, on individual items, by
15-19-year-olds, 2004, 2006 and 2008*
- Figure 7: How money is spent, top 10 answers, 11-14s, 2002 and 2008
- Figure 8: How money is spent, top 10 answers, 15-19s, 2002 and 2008
- Clothes are high on the list
- Teenage necessities
- We won' t do without
- Teenage ' shopaholics'
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Value and Forecast
- Key points
- Consumer spending on clothing and footwear
- Figure 9: Retail sales, clothing and footwear, excl. VAT, 2004-09
- Higher volume growth in clothing
- What the teenagers spend
- Figure 10: UK: Consumer spending on clothing and footwear, incl. VAT,
2004-14
- Factors used in the forecast
- Segment Performance
- Key points
- Figure 11: Teenage clothing and footwear spending, by gender, 2004-09
- How youths spend their own money
- Figure 12: New clothes bought with own money, 2008
- Trend in garments
- Figure 13: Trend in new clothes had in the last year, 2004-07
- Key trends favour dresses, T-shirts, jeans and jackets
- How shopping varies by gender
- Figure 14: Top ten new clothes bought, by gender, 2008
- Girly girls
- Jeans and hoodies for the boys
- Casuals rule OK
- Companies and Products
- Key points
- Fashion specialists
- Topshop/Topman(Arcadia)
- Primark
- River Island
- H&M
- Next
- New Look
- Other young fashion retailers
- Non-specialists in youth fashion
- Menswear specialists aiming at teens
- Sports clothing retailers
- Brands
- Brand Communication and Promotion
- Key points
- Retailers dominate advertising spending for youth fashion
- Figure 15: Main monitored media advertising expenditure, on youth
fashion, 2004-08
- Media spend by channel
- Figure 16: Main monitored media advertising expenditure on fashion
advertising, by media type, 2004-08
- Who is spending?
- Figure 17: Main monitored media advertising expenditure on youth
fashion, by top advertisers, 2004-08
- Channels to Market
- Key points
- Value retailers
- Specialists
- Sports shops
- Independent stores
- Variety stores
- Department stores
- Mail order/online
- Supermarkets
- Outlet centres
- The Consumer -- Where Teenagers Shop
- Key points
- Figure 32: Where teenagers shop for clothes, February 2009
- Primark sets the pace
- Staying on top
- Youths using the supermarkets
- Chicks and clicks
- Sporty casuals
- Where they shop by age and gender -- the gender divide
- Figure 33: Where they shop, by gender and age, February 2009
- Where the boys are
- Next and sports shops lose out as boys age
- Edgier fashions fare better among older teens
- Nine in ten young teen girls use Primark
- They move on from Primark
- ABs are more inclined to shop
- Online means even more shops
- The Consumer -- Their Fashion Style
- Key points
- How youths identify with fashions
- Figure 34: Youth fashion styles, February 2009
- Description of labels
- How styles vary by age
- Figure 35: Youth fashion styles, by gender and age, February 2009
- Sporty youngsters
- You can' t label me!
- Appendix
- Consumer research
- ACORN
- Advertising data
- Appendix -- Competitive Context
- Figure 42: How money is spent, 11-14s and 15-19s, 2002 and 2008
- Figure 43: New clothes bought, by gender, 2008
- Appendix -- Where They Buy
- The social divide
- Figure 44: Where they shop, by socio-economic group, February 2009
- How work status affects their spend
- Figure 45: Where they shop, by working status, February 2009
- Figure 46: Where they shop, by region, February 2009
- Figure 47: Where they shop, by mobile phone network, February 2009
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