英国时尚电子商务市场调研和分析报告（英文版）-2024年1月上传培训课件

DIGITAL

&

TRENDSFashione-commerceintheUnitedKingdom(UK)CHAPTER

01OverviewRevenueofthefashionmarketintheUnitedKingdomfrom2019to2028(inbillionU.S.dollars)RevenueofthefashionindustryintheUK2019-2028706058.0855.8253.4751.835046.7343.834239.6940302010037.2233.9720192020202120222023202420252026202720283Description:TherevenueinthefashionE-commercemarketintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2023and2028byintotal16.1billionU.S.dollars(+38.33percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach58.08billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):UnitedKingdom;2019to2028Source(s):DigitalMarketInsightsFashione-commercemarketvalueintheUnitedKingdom(UK)from2023to2030(inbillionU.S.dollars)Fashione-commercemarketsizeintheUK2023-2030100908680747064.16055.548.15041.64030201003631.2202320242025202620272028202920304Description:In2023,thee-commercefashionindustryintheUnitedKingdomisforecasttoreachanoverallmarketvalueof31.2billionU.S.dollars.Accordingtoestimates,theindustryisexpectedtoreachavalueof86billionU.S.dollarsby2030.

ReadmoreNote(s):UnitedKingdom;October2023Source(s):CoherentMarketInsights;Internetsalesasaproportionofallretailing:textiles,clothing,andfootwearinGreatBritainfromJanuary2020toSeptember2023Onlineshareoftextile&apparelretailsalesinGreatBritain2020-202340%35%30%25%20%15%5Description:InSeptember2023,theshareoftotalretailsalesoftextileproducts,clothes,andshoesmadeonlineinGreatBritainamountedto25.3percent.ApeakwasreachedinJanuary2021,whenonlinesalesreachedabout38percentoftotalretailsalesoftextileproducts,clothes,andshoesinGreatBritain.ReadmoreNote(s):UnitedKingdom;January2020toSeptember2023Source(s):OfficeforNationalStatistics(UK)Valueofmonthlyinternettextile,clothing,andfootwearretailsalesinGreatBritainfromJanuary2018toSeptember2023,basedonsalesperweekindexInternetclothingretailsalesvalue:monthlyindexinGreatBritain2018-2023230210190170150130110907050Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep

Nov

Jan

Mar

May

Jul

Sep18

18

18

18

18

18

19

19

19

19

19

19

20

20

20

20

20

20

21

21

21

21

21

21

22

22

22

22

22

22

23

23

23

23

236Description:BetweenJanuary2018andSeptember2023,themonthlyinternetretailsalesindexoftextiles,clothingandfootwearproductsintheUnitedKingdom(UK)reacheditsfour-yearspeakinDecember2021,whensalesindexstoodat218.8.AsofSeptember2023,theonlinesalesofappareldecreasedto149indexpoints.ReadmoreNote(s):UnitedKingdom;January2018toSeptember2023Source(s):OfficeforNationalStatistics(UK)CHAPTER

02SegmentsFashione-commercerevenueforecastintheUnitedKingdomfrom2017to2028,bysegment(inbillionU.S.dollars)Fashione-commercerevenueintheUnitedKingdom2017-2028,bysegmentAccessoriesApparelFootwear7060504030201005.845.7740.85.685.625.3433.65.945.074.954.784.13.9542.613.8538.9437.6430.5129.8728.2625.7624.3823.2222.339.638.578.869.257.386.687.067.796.485.455.415.492017201820192020202120222023202420252026202720288Description:In2023,therevenuegeneratedbyfashione-commerceintheUnitedKingdomwasforecasttoincreaseinthenextyears.Therevenueoftheapparelsegmentalonereached29.87billionU.S.dollars.TheDigitalMarketOutlookestimatesthatby2028theaccessoriessegmentalonewillcreatearevenuearound9.63billionU.Sdollars.ReadmoreNote(s):UnitedKingdomSource(s):DigitalMarketInsightsFashione-commerceaveragerevenueperuser(ARPU)intheUnitedKingdomfrom2020to2028,bysegment(inU.S.dollars)Fashionretaile-commerceARPUintheUnitedKingdom2020-2028,bysegmentApparelAccessoriesFootwear4,5004,0003,5003,0002,5002,0001,5001,0005004,020.623,941.453,841.233,858.543,587.83,500.013,521.753,217.172,881.851,260.05568.891,209.97510.461,199.48454.591,192.47443.321,206.57436.441,221.65429.671,119.49446.561,045.33430.691,042.51438.802020202120222023202420252026202720289Description:Overtheforecastperioduntil2028,thearpuisforecasttoexhibitfluctuationsamongthethreesegments.TheindicatordecreasesonlyinthesegmentFootweartowardstheendoftheforecastperiod,whiletheremainingsegmentsfollowapositivetrend.Theabsolutedifferencebetween2020and2028is80.79U.S.dollars.ReadmoreNote(s):UnitedKingdom;2020to2028Source(s):DigitalMarketInsightsLeadingfootwear-relatedkeywordsintheUnitedKingdom(UK)in2023,basedoncompetitivenessscoreMostcompetitivefootwear-relatedkeywordsonlineintheUK2023Competitivenessscore40

50010203060708090100bootssneakers9470sandals65runningshoesbootssaleblackbootsheels63625959kneehighbootsslippers5857sportsshoes5110/statistics/1267572/most-competitive-footwear-industry-keywords-online-ukHighcompetitivekeywordsworkasadrivingforcetoproductsales.In2023,'boots'heldthehighestcompetitivenessscore-94intheUnitedKingdom(UK).Thekeywords'sneakers'and'sandals'followedinthelist,scoring70and65respectively.

ReadmoreNote(s):UnitedKingdom;2023Source(s):SalienceSearchMarketingEmergingkeywordsforfootwearproductsintheUnitedKingdom(UK)in2023,basedononlinesearchvolume(in1,000s)EmergingkeywordsforfootwearproductsintheUK2023,bysearchvolumeOnlinesearchvolumeinthousands05001,0001,5002,0002,5003,0003,5004,0004,500bootsmen'strainerswomen'strainersslippersformensportsshoes4,09016513511090.590.590.5kneehighbootswomen'sbootswomen'ssandalsblacktrainerswomenmenswhitetrainersbootscowboy60.560.549.540.540.533.133.133.1loafersformenbootsforsnowloafersforwomensnowbootswomen11Description:In2023,'boots'wastheemergingproductsinthefootwearindustrywithover4.09millioninsearchvolumeforthekeyword.Thetrendwasfollowedby'men'strainers,'withabout165thousandonlinesearches.

ReadmoreNote(s):2023Source(s):SalienceSearchMarketingCHAPTER

03RetailersandbrandsLeadingfashiononlinestoresintheUnitedKingdomin2022,bye-commercenetsales(inmillionU.S.dollars)UnitedKingdom:Top10fashiononlinestores2022E-commercerevenueinmillionU.S.dollar05001,0001,5002,0002,5003,0003,0343,500sainsburys.co.uknext.co.uk2,1991,8751,7651,5541,500shein.co.ukvery.co.uk1,125amazon.co.uk61561155513Description:Sainsburys.co.ukisleadingtheFashione-commercemarketintheUK,withe-commercenetsalesofover3billionU.S.dollarsin2022generatedintheUK,followedbynext.co.ukwith2.2billionU.S.dollars.Thirdplaceistakenbywitharevenueofalmost1.9billionU.S.dollars.ReadmoreNote(s):2022Source(s):ecommerceDB.com;Leadingfashion&beautyshoppingappsintheUnitedKingdom(UK)inAugust2023,bynumberofdownloads(in1,000s)Leadingfashion&beautyappsintheUnitedKingdom(UK)2023,bynumberofdownloadsNumberofdownloadsinthousands0100200300400500600700800900Vinted:SellvintageclothesSHEIN-ShoppingOnlineCIDER-Clothing&FashionAfterpay-BuyNowPayLaterNike:Shoes,Apparel,StoriesJDSports808.55508.66223.89117.46103.94102.51100.2ASOS-DiscoverFashionOnlineVoghion-OnlineshoppingappH&M-welovefashion95.7790.07adidasCONFIRMED88.4114Description:InAugust2023,thesecond-handclothingappVintedwasthemostdownloadedfashionandbeautyapponmobiledevicesintheUnitedKingdom(UK),with800,000monthlydownloads.ThemarketplaceSheinfollowedintherankingwitharound500,000monthlydownloads.ReadmoreNote(s):UnitedKingdom;August2023;appdownloadsonbothGooglePlayStoreandAppleAppStoreSource(s):AppMagicMostpopularfashionandapparelwebsitesintheUnitedKingdominApril2023,basedonshareofvisitsLeadingfashionandapparelwebsitesintheUK2023,basedonvisitshareShareofvisits2.0%0.0%0.5%1.0%1.5%2.5%3.0%3.5%4.0%4.5%4.11%shein.co.uknext.co.uk3.97%3.87%3.52%vinted.co.uk2.49%15/statistics/1256065/uk-fashion-and-apparel-websitesInApril2023,wasthemostvisitedwebsiteforfashionandapparelproductsintheUnitedKingdom,accountingforalmostfivepercentofdesktoptraffic.Marketplacecameinsecondplace,with3.97percentofvisits.

ReadmoreNote(s):UnitedKingdom;April2023;desktoponly;category:FashionandapparelSource(s):SimilarWebLeadingfashionwebsitesintheUnitedKingdom(UK)inthe2ndquarter2023,byshareofvoiceLeadingfashionwebsitesintheUK2023,byshareofvoiceShareofvoice*6%0%2%4%8%10%12%14%16%next.co.uk13.87%10.59%amazon.co.uk7.6%5.71%houseoffraser.co.uk5.09%4.3%4.22%3.76%1.92%1.4%jdsports.co.uk1.25%1.24%1.16%16Description:AmongtheleadingfashionwebsitesintheUnitedKingdom,next.co.ukhadthehighestshareofvoicebetweenAprilandJune2023,at13.87percent.followeditintheranking,withlowersearchvisibilityonGoogleUK.Itsvoiceshareamountedto10.59percent.ReadmoreNote(s):UnitedKingdom;Q22023;*ShareofVoice(SoV)referstothesearchvisibilityofaplayer,asapercentageoftheentiremarketonline.This'Market'referstothousandsofthemostrelevantandvaluablesector-specificsearchterms,andthe[...]

ReadmoreSource(s):PiDatametricsLeadingluxuryfashionwebsitesintheUnitedKingdom(UK)inthe3rdquarter2023,byshareofvoiceLeadingwebsitesintheluxuryfashionsectorintheUK2023,byshareofvoiceShareofvoice*3%0%1%2%4%5%6%7%8%houseoffraser.co.uklyst.co.uk6.76%5.6%5.13%5.03%3.45%next.co.uk3.04%2.83%2.6%2.37%2.33%2.07%amazon.co.uk1.75%ralphlauren.co.uk1.57%17Description:AmongtheleadingluxuryfashionwebsitesintheUnitedKingdom(UK),hadthehighestshareofvoicebetweenJulyandSeptember2023,with6.76percent.FfollowedintherankingwithalowersearchvisibilityonGoogleUK.Itsshareofvoiceamountedto5.6percentReadmoreNote(s):UnitedKingdom;Q32023;*ShareofVoice(SoV)referstothesearchvisibilityofaplayer,asapercentageoftheentiremarketonline.This'Market'referstothousandsofthemostrelevantandvaluablesector-specificsearchterms,andthe[...]

ReadmoreSource(s):PiDatametricsCHAPTER

04UsersNumberoffashione-commerceusersintheUnitedKingdomfrom2017to2028,bysegment(inmillions)Fashione-commerceusersintheUK2017-2028,bysegmentAccessoriesApparelFootwear15.013.011.09.013.613.212.810.17.412.49.8129.5711.69.311.110.67.910.48.510.47.79.78.198.96.48.37.17.86.87.67.16.87.05.95.44.85.04.443.020172018201920202021202220232024202520262027202819Description:In2023,thetotalnumberofpeopleintheUnitedKingdomthatboughtfashionproductslikeapparel,footwear,oraccessoriesincreasedsincethepreviousyear.Anadditional1.2millionpeopleforexampleboughtapparelonline.11.6millionpeopleboughtfootwearandanother9.3millionboughtapparelonlineintheUnitedKingdom.TheDigitalMarketOutlookestimatesthatthenumberofpeopleengagedine-commercepurchasesintheUKfashionmarketwillincreasefurtherin[...]ReadmoreNote(s):UnitedKingdomSource(s):DigitalMarketInsightsFashione-commerceuserpenetrationrateintheUnitedKingdomfrom2020to2028(inpercent)Fashione-commerceuserpenetrationintheUnitedKingdom2020-2028FootwearApparelAccessories23%21%19%17%15%13%11%9%21.25%20.82%20.35%16.03%11.8%19.83%19.37%18.92%15.2%18.4%17.52%14.27%16.77%13.96%16.56%12.31%16.3%15.71%11.45%15.45%11.26%14.81%12.07%11.08%10.59%9.83%9.26%20207%5%2021202220232024202520262027202820Description:Overthelasttwoobservations,thepenetrationrateisforecasttosignificantlyincreaseinallsegments.Thisreflectstheoveralltrendthroughouttheentireforecastperiodfrom2020to2028.Itisestimatedthattheindicatoriscontinuouslyrisinginallsegments.Inthisregard,theFootwearsegmentachievesthehighestvalueof21.25percentin2028.ReadmoreNote(s):UnitedKingdom;2020to2028Source(s):DistributionofmobileclothingshoppersintheUnitedKingdom(UK)asofMarch2023,byagegroupClothingshoppersmobileaudienceshareintheUK2023,byage60%52.3%50%40%30%22.4%20%14.5%35-449.9%55+10%0%0.8%18-2425-3445-5421Description:InMarchof2023,thelargestshareofmobileclothingshoppersintheUnitedKingdomconsistedofpeopleaged25to34(52.3percent),basedongeolocateduserdata.Adultsbetweentheagesof18and24madeupthesecondlargestsharewith22.4percentoftheapparelshoppingmobileaudience.ReadmoreNote(s):UnitedKingdom;March2023;basedonanaudiencesizeof1,264,095mobileusersSource(s):Start.ioDistributionofmobileclothingshoppersintheUnitedKingdom(UK)asofMarch2023,bygenderClothingshoppersmobileaudienceshareintheUK2023,bygenderFemale39.2%Male60.8%22Description:IntheUnitedKingdom,datafromMarch2023basedongeolocatedusersrevealedthatthelargestshareofmobileclothingshoppersweremen,witha60.8percentshare.Incomparison,womenmadeupnearlya40percentshare.

ReadmoreNote(s):UnitedKingdom;March2023;basedonanaudiencesizeof1,264,095mobileusersSource(s):Start.ioDistributionofmobileclothingshoppersintheUnitedKingdom(UK)asofMarch2023,bydeviceClothingshoppersmobileaudienceshareintheUK2023,bydeviceiOS15.4%Android84.6%23Description:GeolocateduserdatafromtheUnitedKingdomgatheredinMarch2023revealedthatthelargestshareofmobileclothingshoppersinthecountryusedAndroiddevices,witha84.6percentshare.Incomparison,iOSdeviceusersmadeupa15.4percentshare.ReadmoreNote(s):UnitedKingdom;March2023;basedonanaudiencesizeof1,264,095mobileusersSource(s):Start.ioCHAPTER

05ConsumptionShareofshoppersbuyingclothingandshoesmostlyonlineintheUnitedKingdom(UK)inthe2ndquarter2023,bygenerationalcohortsShareofshoppersbuyingapparelmostlyonlineintheUK2023,bygeneration80%69%70%60%50%40%30%20%10%0%47%40%30%GenZ(18-26years)Millennials(27-42years)GenX(43-58years)BabyBoomers(59-77years)25Description:IntheUnitedKingdom(UK),millennialshopperswerethegrouppurchasingclothingandshoesthemostonline.Atotal69percentofmillennials,aged27to42,reportedshoppingmostlyonlineforclothesandshoesinthe2ndquarterof2023.GenZshoppersfollowed,with47percentmostlyshoppingonlinefortheirapparel.ReadmoreNote(s):UnitedKingdom;Q22023;1,000*Source(s):Klarna;NepaShareofshoppersbuyingclothingandshoesonlineintheUnitedKingdom(UK)inthe2ndquarter2023,bygenderShareofshoppersbuyingclothingandshoesonlineintheUK2023,bygender60%50%50%40%30%20%10%0%46%MaleFemale26Description:At50percent,menwerethegroupofshoppersintheUnitedKingdomwhoshoppedmostlyonlineforclothingandshoesthemostasofthesecondquarterof2023.Womenfollowedwithabout46percentpurchasingapparelmostlyonline.

ReadmoreNote(s):UnitedKingdom;Q22023;1,000*Source(s):Klarna;NepaShareofshoppersbuyingclothingandshoesonlineonamonthlybasisintheUnitedKingdom(UK)inthe2ndquarter2023,bygenerationalcohortsShareofshoppersbuyingapparelonlinemonthlyintheUK2023,bygeneration80%70%72%62%60%50%40%30%20%10%0%46%32%GenZ(18-24years)Millennials(25-40years)GenX(41-56years)BabyBoomers(57-75years)27Description:IntheUnitedKingdom(UK),onamonthlybasis,millennialshopperswerethegrouppurchasingclothingandshoesthemostonline.Atotal72percentofmillennials,aged25to40,reportedshoppingonlinemonthlyforclothesandshoesasofthe2ndquarterof2023.GenZshoppersfollowed,with62percentshoppingonlineeachmonthfortheirapparel.ReadmoreNote(s):UnitedKingdom;Q22023;1,000*Source(s):Klarna;NepaShareofshoppersbuyingclothingandshoesonlineonamonthlybasisintheUnitedKingdom(UK)inthe2ndquarter2023,bygenderShareofshoppersbuyingapparelonlinemonthlyintheUK2023,bygender60%50%50%40%30%20%10%0%41%MaleFemale28Description:IntheUnitedKingdom(UK),onamonthlybasis,femaleshopperswerethegrouppurchasingclothingandshoesthemostonline.Atotal50percentofwomenreportedshoppingonlineforclothesandshoesmonthlyasofthe2ndquarterof2023.Maleshoppersfollowedwith41percentshoppingonlinefortheirapparelonamonthlybasis.ReadmoreNote(s):UnitedKingdom;Q22023;1,000*Source(s):Klarna;NepaFrequencyinwhiche-shopperspurchasedfashionandaccessoriesonlineintheUnitedKingdom(UK)in2022FrequencyofonlinepurchasesoffashionitemsintheUK2022ShareofrespondentsAtleastonceaweek

2or3timesamonth

Onceamonth

Onceevery2or3months

Atleastonceortwiceayear

Everytwoyearsorlessoften0%

10%

20%

30%

40%

50%

60%

70%

80%

90%100%FashionAccessoriesandjewelry29/statistics/1425332/united-kingdom-fashion-online-purchase-frequencyIntheUnitedKingdom,onlineshoppersmostfrequentlyboughtfashionitemsonceeverytwotothreemonths,with30percentreportingthisasof2022.Additionally,28percentofUKe-shopperspurchasedaccessoriesandjewelryatthesamefrequency.ReadmoreNote(s):UnitedKingdom;May30toJuly26,2022;800-1,525respondents*;18-70years;regulare-shoppers;*Allrespondentspurchasedphysicalgoodsonline,atleastonce,sinceJanuary2022,andhaditdelivered.

ReadmoreSource(s):DPD;GfKCHAPTER

06BrandawarenessASOSbrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersintheUKin2022ASOSbrandprofileintheUK2022100%87%90%80%70%60%50%40%30%20%10%0%33%25%23%20%ASOSawarenessASOSpopularityASOSusageASOSloyaltyASOSbuzz31Description:HowhighisthebrandawarenessofASOSintheUK?ReadmoreNote(s):UnitedKingdom;15June2022to12July2022;1115respondents;18-64years;respondentswhousefashiononlineshopsSource(s):

ConsumerInsightsBoohoobrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersintheUKin2022BoohoobrandprofileintheUK2022100%90%80%70%60%50%40%30%20%10%0%86%27%25%23%18%BoohooawarenessBoohoopopularityBoohoousageBoohooloyaltyBoohoobuzz32Description:HowhighisthebrandawarenessofBoohoointheUK?ReadmoreNote(s):UnitedKingdom;15June2022to12July2022;1115respondents;18-64years;respondentswhousefashiononlineshopsSource(s):

ConsumerInsightsSHEINbrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersintheUKin2022SHEINbrandprofileintheUK202268%70%60%50%40%30%20%10%0%25%21%18%17%SHEINawarenessSHEINpopularitySHEINusageSHEINloyaltySHEINbuzz33Description:HowhighisthebrandawarenessofSHEINintheUK?ReadmoreNote(s):UnitedKingdom;15June2022to12July2022;1115respondents;18-64years;respondentswhousefashiononlineshopsSource(s):

ConsumerInsightsJDSportsbrandawareness,usage,popularity,loyalty,andbuzzamongfashiononlineshopusersintheUKin2022JDSportsbrandprofileintheUK2