cbi product fact sheet fast fashion in the united kingdom · 2014-06-26 · cbi product fact sheet...
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Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer
CBI Product Fact Sheet Fast Fashion in the United Kingdom
‘Practical Market Insights for Your Product’
This product fact sheet provides you with information that is
relevant if you want to enter the fast fashion market in the
United Kingdom.
Fast fashion production requires suppliers to maintain good
contact with the retailers, to possess a thorough understanding
of the latest fashion trends, and to have an efficient supply
chain. In the UK, the weak economy is creating a consumer
demand for cheap clothing. Short fashion lifecycles drive the
demand for new collections. Sustainable fast fashion niche
markets offer opportunities in a growth environment, but
require DC exporters to be knowledgeable of sustainable
manufacturing processes.
Product Definition
Fast fashion is a term used by fashion retailers to acknowledge that designs
move from catwalk to store in the fastest time to capture current trends in the
market. Clothing based on these trends is designed and manufactured quickly
and relatively cheaply to allow the mainstream consumer to take advantage of
current clothing styles at a lower price. Three crucial factors exist within fast
fashion consumption: market timing, cost, and the buying cycle. Efficient supply
chains are central to the creation of fast fashion. Retailers respond to shifts in
the market within just a few weeks, versus an industry average of six months.
Fast fashion retailers produce around 10 collections every season. For fast
fashion, the apparel lifecycle (pictured in figure 1 below), is shorter than
normally.
C BI Product Fact Sheet Fast Fashion in UK
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Figure 1: The apparel lifecycle
Source: Robin Anson- CEO Textile Intelligence.com
Fast fashion consists of women’s wear, men’s wear, and children’s wear.
Children’s clothes are embedded in the adult’s product groups. These consist of
the following categories:
Knitted and woven clothing (HS codes: 6101 – 6106; 6110; 6201-
6206)
Product groups:
1. Trousers and shorts
2. T-shirts
3. Shirts and blouses
4. Jerseys and cardigans
5. Dresses and skirts
6. Jackets and coats
7. Suits and ensembles
Body wear (HS codes: 6107; 6108;6115; 6207-6208; 6212)
Product groups:
1. Underwear
2. Night and indoor wear (pyjamas, nightshirts, bathrobes)
3. Hosiery (socks, tights)
Fashion accessories (HS codes: 6116;6117; 6213-6217)
Product groups
1. Gloves, mittens & mitts
2. Neckwear (shawls, scarves)
3. Carrying products (handbags, shoulder bags, wallets, purses)
4. Other fashion accessories (handkerchiefs, belts, hats, and
caps)
C BI Product Fact Sheet Fast Fashion in UK
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Product Specifications
Quality
Fast fashion with quick manufacturing is typically a low-cost concept. Costs can
be kept low by using lower-cost raw materials in the manufacturing process.
This can mean lower product quality compared to slower fashion segments. A
number of factors contribute to the quality of the apparel: performance,
reliability, durability, visual, and perceived quality of the apparel product.
Quality is calculated in terms of quality and standard of fibres, yarns, fabric
construction, colourfastness, surface designs, and the final finish. It is important
that the quality of a shipped batch is even and that the quality fulfils agreed
specifications.
Fast fashion is also moving towards more sustainable production processes and
materials, though the frequency of collection change per-se makes fast fashion a
less sustainable segment. The final level of quality will depend on which
segment in the UK market the clothes will be sold in. Products for higher-end
markets are expected to be of a better quality than products for lower-end
markets.
Labelling
The following information will generally be found on the label in clothes:
Care symbols
Composition (Fibre content (percentages of fibres used))
Size
Country of origin (Made in)
Further information, such as eco-labels, labels for sustainable
cotton (see examples on the right), etc.
The product information on the label must be in English. The fibre-
content labelling of clothing is mandatory in the UK, as laid down in the
2012 Textile Products (Labelling and Fibre Composition) Regulations. The
basis of these regulations is that the label must include information on
the main types of fibre used and their percentages. Washing instructions,
size of garment, and country of origin are recommended.
Care labels:
Most European countries, including the UK, use the international care
labelling code GINETEX. The European trademark GINETEX care labelling
system is a voluntary service offered to the consumers by the textile and
apparel industry.
To control the correct application, the care labelling code is protected by an
international trademark. The ownership of this international trademark belongs
to GINETEX.
According to GINETEX standards, labels should include:
general care and warnings
washing
drying
ironing
professional textile care (dry-cleaning)
Eco-labelling is largely unregulated for the c lothing industry. There are several
private labels that have their own defined set of standards, which producers can
volunteer to follow. Producers of sustainable design goods should label this
clearly on the products with at least one of the available label schemes being
either the EU eco-label or one of the private ones, as this will lend credibility to
the sustainability claims of the product.
Photo example: Labelling
C BI Product Fact Sheet Fast Fashion in UK
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Materials
Fibres are used as a raw material to create yarn, which is then woven, knitted,
matted or bonded into fabric. Fabrics can be made of natural or man-made
sources, or a blend of the two. Most common fibre compositions used in textiles
are:
Natural fibres
Natural fibres are found in nature and are not petroleum-based. Natural fibres
can be categorized into two main groups, cellulose or plant fibre and protein or
animal fibre. Most common plant fibres are cotton and flax (linen). Other plant
fibres are jute, flax, hemp, ramie, abaca, bamboo (used for viscose), soy, corn,
banana, pineapple, and beechwood (used for rayon). The most common animal
fibres are wool and silk. Other animal fibres include angora, camel, alpaca,
llama, vicuna, cashmere, and mohair.
Synthetic fibres
The artificially produced fibres are usually synthetically produced from chemical
elements or compounds developed by the petrochemical industry. Viscose,
acrylic, nylon, and polyester are common synthetic fibres.
Recycled fibres or materials
Recycled or reclaimed fibres are made from scraps of fabrics collected from
clothing factories, which are processed back into short fibres for spinning into a
new yarn. There are only a few facilities globally that are able to process the
clippings.
Fast fashion fabric can also be made up of a mix of fibres. Fabrics can be
combined with other materials such as leather, fur, faux-fur, metal, glass,
plastics, and other. If targeting the growing niche market of sustainable fashion,
materials with low environmental impact should be favoured.
Due to the fast lead times, it is important to maintain flexibility and
responsiveness in the manufacturing process. This should be considered when
choosing materials for fast fashion apparel. Fabric can be held in stock and then
cut and dyed at the last minute to suit a fresh design. Apparel quality and cost
are primary factors in the consumer’s buying decisions and it is important to
have products of quality matching end-user needs.
Colours and Design
Fast fashion is about bringing the latest fashion trends to the market in a short
time. Colours should be attuned to the target segment or demographic. The
design should reflect the absolute latest fashion trends in the target market
segment. The Fast Fashion model emphasises the rapid release of mini-
collections and can only work when superlative efficiency is achieved at each
stage of the product development process.
Fabric, colour, trim, and silhouette trends exist in harmony and should represent
a strong cohesive brand identity. This unity facilitates the fast fashion process.
Packaging
Packaging needs to meet all EU requirements. These requirements aim to
prevent the production of packaging waste, to promote the reuse of packaging,
and as such to reduce the final disposal of such waste. Retailers are mostly
responsible for the way in which the products are packed for sale in shops and
can ask suppliers to do this for them.
Each individual garment is wrapped in plastic with a sticker providing
information on brand, size, and kind of garment. Similar items could be packed
in boxes.
C BI Product Fact Sheet Fast Fashion in UK
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Images
Legislative requirements
When exporting to the EU, you need to take into account various requirements
regarding labelling, dangerous substances, product safety and liability. Products
that fail to meet the legal requirements are not allowed on the EU market.
Labelling
In order to ensure that consumers are given accurate
information on the fibre composition of the products
they are buying, the EU has harmonised legislation
regarding the names, composition, and labelling of
textile products.
Dangerous substances
The EU has restricted the use of several chemicals in
textile products because they pose a health risk for
consumers. Examples of restricted substances are:
TRIS, TEPA and PBB (flame retardants), Azo dyes,
Nonyl Phenol Ethoxylates, Dioctyltin (DOT)
compounds, and nickel (e.g. in zippers and buttons).
In addition to the harmonised EU legislation,
Germany has set additional requirements regarding:
Chromium VI, formaldehyde, and disperse dyes.
Product safety and liability
Products placed on the EU market should be safe
when used as intended. The EU has regulated
product safety in the General Product Safety
Directive (GSPD), which applies to all consumer
products marketed in the EU.
The Directive on liability for defective products
provides that companies placing products on the EU
market can be held responsible for damage caused
by defective products.
In principle, your EU buyer can be held responsible
for damage caused by defects to your products.
However, possible claims may be passed on to
suppliers.
Considerations for action
Make sure that your products comply
with the labelling requirements,
implying that you need to indicate the
fibre content using prescribed fibre
names.
Refer to the document EU Legislation:
Labelling of Textile Products (Including
Garments) on the CBI website for more
information on the labelling
requirements.
To avoid the risk of using restricted
substances, it is advised to keep an up-
to-date inventory of the chemicals used
in your products.
For more information on the prohibited
substances, their uses, and possible
alternatives, refer to the following
documents:
EU legislation: Azo dyes in
textiles and leather products.
EU legislation: Flame
retardants in textiles.
EU legislation: Nonyl phenols
and ethoxylates.
EU legislation: Nickel in
clothing, jewellery, and
accessories.
EU legislation: Organotin
compounds
See the documents EU legislation:
Liability for defective products and EU
legislation: Product safety (consumer
products) for more information on these
requirements.
C BI Product Fact Sheet Fast Fashion in UK
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Non-legislative requirements
Sizing
The sizing of clothes sold on the EU market tends to
vary from country to country and even from store to
store. This can be very confusing and therefore the
textile industry in the EU is urging the EU to lay
down legislation on standard sizing. At the moment,
the situation is precarious and it is not sure whether
the EC will start discussions on the matter.
Sustainability on the rise
Consumers are increasingly aware of the social and
environmental circumstances during production.
Consequently, requirements regarding sustainability
and certification are increasingly important to buyers.
In particular, social aspects like basic labour rights
are major issues in the garments industry.
Implementing a management system (e.g. ISO
14000 on environmental aspects, SA 8000 on social
conditions or OHSAS 18001 on occupational health
and safety) or using sustainably produced (e.g.
organic) materials is often required or may otherwise
be a competitive advantage.
Codes of conduct
EU buyers may expect you to comply with their
supplier codes of conduct. This can be the importer’s
own code of conduct or a code of conduct as a part of
an initiative in which the importer is participating
(e.g. BSCI, Fairwear, and the Clean Clothes
Campaign).
Consumer labels
Consumer labels are labels used on the final product
to show consumers that the product they are buying
is produced in a socially responsible or
environmentally friendly way. To be allowed to carry
the label, producers must meet certain standards
and are often audited by independent auditors.
Consumer labels can focus on one issue (e.g.
FairTrade for social conditions or the EU Ecolabel on
environmental issues or on social and environmental
issues, such as MADE-BY.)
Examples of consumer labels that could be relevant
are:
Fair Trade, EU Ecolabel or the German eco-label Der
Blaue Engel, GOTS, and Naturland for organic textile
or Naturleder for leather products.
Another important label is OEKO-TEX. The OEKO-TEX
Standard consists of three types of certification for
textiles. These address the effects of textile
production processes on humans and the
environment, and the effects of the textiles
themselves, including the chemicals, on the health
and well-being of the consumers.
Considerations for action
As long there is no legislation on sizing,
it is recommended to use a recognised
standard on clothes sizing
Depending on your target market (segment)
certification or otherwise participating in an
initiative addressing sustainability issues can
give you a competitive advantage. Assess
what is actually interesting and feasible by
asking yourself the following questions:
What is my main market and who are
my main clients?
What is their demand with regard to my
sustainability performance and how may
this demand change in the future?
What sustainability initiative is
potentially the most suitable for me?
What do I need to invest to become
certified and what revenues can I expect
in return?
What support can I get to become
certified (e.g. training)?
In case participating in a specific initiative is
not desirable and/or feasible for your
business, assess whether you can still
benefit from the general trend towards
sustainability. You may consider the
following step:
Implement practical measures aiming to
avoid or minimize negative sustainability
impacts of your operations. Use the
criteria of certification systems and
codes of conduct of your clients as a
source of information and inspiration.
Refer to the documents Labels and
Standards: Sustainability for Apparel
and Management systems supporting
sustainable development, for more
information on relevant standards,
labels, and other initiatives.
C BI Product Fact Sheet Fast Fashion in UK
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Countries
GDP in PPP (€, bln)
GDP per capita in
PPP (€)
Inflation rate (%)
Inflation rate
forecast* 2013-2015
(%)
GDP growth (%)
GDP forecast
2013-2018 (%)
UK 1 818 28 744 2.8 2.5 0.2 2.6
European Union 12 521 24 916 2.6 1.8 -0.3 2.7
Trade and macro-economic statistics
*Please note, no specific import, export, production, and consumption data is
available for Fast Fashion UK. However, overall apparel figures for the UK are
presented to help the reader better understand the market.
The UK economy is the seventh-largest national economy in the world measured
by nominal GDP (according to the World Bank) and the third largest in Europe
(after Germany and France). UK has enjoyed a period of uninterrupted economic
growth combined with low inflation. It has the most stable macroeconomic
environment among the leading G7 economies.
Earlier in 2012, the British Chambers of Commerce upgraded its growth
forecasts for the next three years. Nevertheless, while the upgraded figures are
encouraging, growth is still too weak and the economy is facing many
challenges, both domestically and internationally. Household consumption is
expected to grow by 1.3% in 2013, 2.0% in 2014, and 2.4% in 2015.
Table 1: Macro-economic indicators, UK, 2012
* average inflation
Source: IMF; EIU; World Bank; July 2013
Export and import graphics
UK exports of clothing have been increasing steadily since 2009 by a CAGR of
6.8%, reaching a total of € 8.39 billion in 2011. Imports have also recovered
following the recession and are growing by a CAGR of 3.5% to reach € 23.07
billion in 2011.
Largest importers of clothing to the UK are China, Bangladesh, Turkey, India,
and Italy. Clothes are exported mainly within EU to Ireland, Germany, France,
and Italy.
Figure 3: UK exports of clothing by main origin, € million, 2008 – 2012*
Source: Eurostat
0
2 000
4 000
6 000
2007 2008 2009 2010 2011 2012
mln
€
EU-Extra EU-Intra
C BI Product Fact Sheet Fast Fashion in UK
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Figure 3: UK imports of clothing by main origin, € million, 2008 – 2012*
*including clothing and accessories in product groups G.G 61-G.G 65
Source: Eurostat
The United Kingdom accounts for 13.8% of the European apparel retail industry
value.
Table 2: Apparel retail market geography segmentation: € billion, 2012
Geography 2012 %
Germany 56.8 18.4
Italy 47.5 15.4
United Kingdom 42.6 13.8
France 35.9 11.6
Spain 14.6 4.7
Rest of Europe 111.3 39.1
Total 308.6 100%
Source: MarketLine, February 2013
The UK apparel retail industry has experienced fluctuating levels of growth of
2.3% from 2008 to 2012. Total revenues generated by the UK apparel retail
industry were €42.6 billion in 2012.
The women’s wear segment has been the industry’s most lucrative segment in
2012, with total revenues of €24.5 billion, and accounts for 57.6% of the
industry's overall value. The men’s wear segment contributed revenues of €
11.2 billion in 2012, 26.4% of the industry's aggregate value. The share of
children’s wear was 16.1% (€6.8 billion).
Figure 2: UK apparel retail segmentation by demographic, % share, by value, 2012
Source: MarketLine, February 2013
0
5 000
10 000
15 000
20 000
25 000
2007 2008 2009 2010 2011 2012
mln
€
EU-Extra EU-Intra
57,6% 26,4%
16,1%
Women's wear
Men's wear
Children's wear
C BI Product Fact Sheet Fast Fashion in UK
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The apparel retail industry in the UK is expected to accelerate and is forecast to
have a value of € 53.3 billion, an increase of 15.7% since 2012. The compound
annual growth rate (CAGR) of the industry in the five-year period 2012–2017 is
predicted to be 3%, which is expected to drive the industry to a value of €49.3
billion by the end of 2017.
Figure 3; Apparel retail market United Kingdom retail industry value: € million,
2008–2017 *
Source: MarketLine, February 2013; * Forecast
Market trends
Most important developments Considerations for action
The UK fashion industry is characterised by a
dynamic demand cycle, with designer fashion
driving industry-wide activity, in particular the
vibrant retail sector. The variety of the UK high
street is often referred to as being unparalleled
internationally.
Drivers of fast fashion in the UK market:
o Economy
o Consumer demand/fashion
trends
o Changing retail environment
Economy
European recession is driving the fast
fashion market in the UK. Strong
polarization is seen across all categories of
apparel, with consumers opting for
economy as it offers fast-fashion of decent
quality, at budget prices.
Fast fashion products are much cheaper
than the luxury brands (usually around
10% of the price charged by luxury fashion
brands). As the online presence of fast
fashion retailers is increasing in the UK,
consumers increasingly look for bargains
online which puts pressure on pricing in this
In order to enter this market, DC exporters
need to be very innovative and provide a
product that is highly distinguishable from
others.
0
10
20
30
40
50
60
2008 2009 2010 2011 2012* 2013* 2014* 2015* 2016* 2017*
€ B
illio
n
C BI Product Fact Sheet Fast Fashion in UK
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market.
Consumer demand/fashion trends
Globalisation and connectivity are driving
fast fashion demand. In the UK, where
technology is widespread and consumers
spend a lot of time online, fashion trends
spread rapidly. Fast consumption of fashion
shortens the lifecycle of fashion.
New catwalk trends and street trends are
the cornerstone of fashion. For suppliers,
fast fashion trends can evolve in a cyclical
way. Retailers monitor catwalk shows and
mimic these trends creating and selling
small collections. Consumers in turn
monitor what is available in the stores and
make selected purchases. Retailers use
store data in addition to monitoring which
collections are being taken up by the
consumers.
In fast fashion, blogs have gained an
important status in spreading new trends.
From the retailer’s perspective, it is a
bottom-up approach where innovators
(bloggers) pick up new trends and mass-
consumption follows. Some blogs are
created around street-styles, where new
looks come directly from the streets instead
of from the traditional designers.
Changing retail environment and the
production process
Fashion retailers take the speed-to-market
approach to capitalize on fashion that is not
in the stores of their competitors. Essential
in this process is the rapid incorporation of
consumer preferences into the design
process, which will increase the profit
margins for retailers. Retailers can correct
their merchandise outlook still within the
same season, so that they do not miss out
on the “hottest Item, print or colour”.
Most of the budgets for fast fashion are
OTB: Open-to-buy budgets, meaning this is
stock return money of the current season
that will be freed up to buy the latest fast
fashion updates. The idea behind this is
that the “hot & hip items” will easily find
their way to the end consumer, so stock
turnover goes up and returns are generated
instantly.
Companies in the fast fashion market utilize
a range of relationships with the suppliers.
Large fast fashion retailers can keep
production in-house in order to shorten lead
times. Fabric can be held in stock and then
cut and dyed at the last minute to suit a
fresh design. Suppliers close to the market
are used for products that are produced in
the middle of a season, meaning trendy,
Consumers demand fashion in quickly
changing collections that DC exporters need
to respond to. Design clothes with focus on
latest or upcoming trends.
Monitor latest fashion trends, not just in the
UK but also globally. High-end fashion trends
from catwalks are used as inspiration in fast
fashion design. Also monitor leading fashion
blogs and publications. Differentiate between
innovators and majority. Predict upcoming
trends to keep designs in production current.
Changing retail environment poses strict
requirements on DC producers. The
extremely short buying cycles and lead times
require that DC exporters maintain close
relationships to their customers.
Responsiveness is very important.
Consider focusing on ‘core’ items in fashion
collections that are used in collections every
season. These items can be easier to project.
Needed competences for DC exporters for fast
fashion are:
Be able to source raw materials by for
example integrate vertically
Being able to make proposals for fashion
collections
Master trimmings
Master finance: LC at sight
Be present at relevant trade shows including
sourcing pavilions
Standardize packaging
Maintain an efficient supply chain to keep
costs low
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"fashion" items. In comparison, long-
distance suppliers are utilized for cheap,
"core" items that are used in collections
every season and have a stable forecast.
Other market drivers
Niche markets within the fast fashion
segment are sustainable fast fashion and
teenage fast fashion.
Consumers are increasingly aware of
environmental and sustainability issues
and are seeking alternative brands with
excellent credentials.
Fast fashion brands such as H&M offer
more and more clothes made of
biological cotton. Organic cotton has a
higher quality than conventional cotton
and is better for the environment,
therefore more appealing for the
growing number of responsible
consumers.
The children’s or teenage segment
within fast fashion is exposed to the
latest fashion fads even more than for
adults. This makes the niche a
continuously strong market within the
fast fashion segment.
Consider targeting a niche market of fast
fashion: children’s or sustainable fast fashion.
For the sustainable niche, see the CBI Buyer
Requirements database for more information
on labels and standards: Labels and
Standards: Sustainability for Apparel..
For more information regarding the general trends within the apparel sector,
please see CBI’s Trend Mapping – Apparel.
Market Channels and Segments
Most important developments Considerations for action
Fast fashion retailers in the UK are gaining
market share at the expense of
independent fashion retailers. The large
international players with their fast fashion
chains dominate the middle-priced segment
of the UK clothing market.
Fast fashion apparel is mainly sold via the
physical shops of retailers. Clothes are
available at all retailers such as designer
shops, department stores, and clothing
chains. Demand for low-priced, value-for-
money clothing is driving smaller channels.
Online retailing for fast fashion is
increasing quickly among consumers due
to improved technologies and better
access to the online environment. Online
retailing is projected to continue
increasing strongly, even though the
market share is still small. Traditional
store-based fast fashion retailers as well
as department stores are increasing their
online activities.
Develop a clear market positioning before
setting up distribution channels for the
market. Target the low- or middle-end
segments.
Conceptualisations of the final product can be
a competitive advantage, especially when
targeting smaller chains and independent
importers. Large fast fashion chains in the UK
focus on fast changes of the most fashionable
collections and typically cooperate with
famous designers. Smaller retailers are more
interested in niche markets. This helps them
to avoid the margin pressures. Due to the
above market characteristics, when entering
the Dutch fast fashion market, it might be
easier to collaborate with smaller or medium-
size retailers.
Minimum delivery volumes and terms of
payment vary greatly and will need to be
C BI Product Fact Sheet Fast Fashion in UK
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There is also an increase in the
supermarket segment. This trend is set to
continue due to an uncertain
macroeconomic future.
Fast fashion products can be positioned in
the low to medium-high segment. H&M,
Zara, Next, Gap, American Apparel,
Primark, Topshop, River Island, Mango, and
New Look are among the leading apparel
retailers in the UK.
UK department stores with fast fashion
items: Marks & Spencers (M&S),
Debenhams, and Selfridges, and
supermarkets: Tesco, Asda, and Sainsbury.
Teens segment retailers in the UK are:
H&M, Topshop, River Island, Next New
Look, Tammy, Boohoo Sister, and Punky
Fish
requested on an individual basis. For more
information, see CBI Market Channels and
Segments for Apparel.
Disclaimer: Company and brand names have been included as examples only and do not necessarily give a
complete overview.
Market competitiveness
Figure 6: Competitive forces in the UK clothing industry
The UK apparel retail industry is rather fragmented and this, combined with
moderate growth in recent years, has resulted in an increased level of rivalry.
Most important developments Considerations for action
Degree of rivalry
Medium-high competitive rivalry between a
large number of companies in the UK clothing
retail market
The market is growing which enables
companies to improve revenues. This provides
European small and medium enterprises
(SMEs) present better opportunities as
potential customers for DC exporters. Actively
contact SMEs in the UK and participate in
trade shows to introduce larger market
Buyer power
Degree of rivalry
New entrantsSubstitutes
Supplier power
UK clothing industry
C BI Product Fact Sheet Fast Fashion in UK
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opportunities for DC suppliers looking to enter
the market.
High product differentiation has a dampening
effect on the degree of rivalry.
Vertical backwards integration is a serious
threat in the fast fashion segment among large
retailers. Companies can improve speed to
market by producing materials in-house.
Supplier power
Many independent retailers would argue that
some of the brands supplying them are also
their competitors.
High levels of competition among suppliers act
to reduce prices to producers. This can be a
negative from the DC supplier perspective.
Multiple distribution channels result in less
bargaining power for individual distributors.
Consciously specialized suppliers are fewer
than in the general apparel market.
Buyer power
Several buyers with no significant
concentrations and low switching costs leave
buyer power at medium.
Buyers purchase a significant proportion of
output – distribution of purchases or if the
product is standardized.
New entrants
Several retailers and clothing manufacturers
have launched new clothing products. Many
are existing retailers or manufacturers that are
launching conscious collections on the side of
their regular ones, but new players are also
entering the market, e.g. H&M has launched
its Conscious Collection.
Strong brand names are important and new
competitors need to establish brand
recognition in the market.
Low barriers to market entry.
Substitutes
The threat of substitutes is high as there is a
low threshold for consumers to shop around.
Brand loyalty could be high in some conscious
design segments since the products can be
assumed to have a ‘story’ behind them that
increases brand loyalty.
players to your product offering.
In order to increase the competitive
advantage of your product offering as
compared to the leading sustainable clothing
brands, certify your product with a
sustainable/eco-label, which will lend
credibility to your products’ sustainability
claims.
Consider joining UK market clothing
cooperatives/initiatives (retail) for improved
market visibility and access to new channels.
Top-end partners are needed: Create the right
network that appeals to aspirational
consumers. Join a buying hub (services) so
you can connect.
For DC exporters, low barriers to market entry
mean importers and wholesalers are the best
way for small- to medium-size enterprises to
bring products into the country. These will be
contacted directly via the representative and
terms will be negotiated.
Private label manufacturers selling to the
department stores might be interesting to
target.
Create clothes that flatter while remaining
stylish and trendy with a good cut and of good
quality. Focus on appealing/trendy design in
respect of style, in all
segments/demographics.
Useful sources
• ASBCI (Association of Suppliers to British Clothing Industry),
http://www.asbci.co.uk/
• British chambers of commerce, http://www.britishchambers.org.uk/
• International Chamber of Commerce UK, http://www.international-
chamber.co.uk/
• UK Fashion & Textile Association, http://www.ukft.org/
C BI Product Fact Sheet Fast Fashion in UK
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] • www.cbi.eu/disclaimer
International Textile and Apparel Association, http://www.itaaonline.org
Market Access Database, http://madb.europa.eu/madb/indexPubli.htm
Textile Exchange, http://textileexchange.org
Ethical Fashion Forum, www.ethicalfashionforum.com
British Fashion Council, http://www.britishfashioncouncil.com/
British Retail Consortium, http://www.brc.org.uk
Centre for Sustainable Fashion, http://www.sustainable-fashion.com
Trade fairs
Collections: Fast fashion in Lille,
http://www.collectionsfastfashionlille.com/ Fashion sourcing SVP, http://www.fashionsvp.com/
This survey was compiled for CBI by GIA
in collaboration with CBI sector expert Dhyana van der Pols.
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer