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Online pureplays in UK Clothing & Footwear

Friday, November 18, 2016 5:45
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(Before It's News)

Online pureplays are forecast to account for over one fifth of total UK online clothing & footwear expenditure in 2014. The real success story of the past 5 years has been ASOS; however boohoo and Misguided are snapping at its heels. The continued strength of ASOS’s online offer and high investment from multichannel players Topshop & H&M will limit pureplays’ growth potential in the next 5 years.

1 Overview
2 Online Pureplays Threaten Multichannel Players
2.1 UK online clothing & footwear market reaches £7.6bn in 2014
2.1.1 Greater retailer investment and convenience for shoppers will aid market growth
2.2 Amazon and ASOS drive expenditure growth in online pureplay market
2.2.1 Online pureplays account for 22.3% of UK online clothing & footwear market in 2014
2.2.2 Amazon and ASOS forecast to account for 59.3% of online pureplay market in 2014
2.2.3 Amazon dominates online, with only three pureplays featuring in the top 10 most visited sites
2.2.4 Amazon must emphasise its fashion expertise

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2.3 Up and coming players steal sales from established retailers
2.3.1 Boohoo and Missguided snapping at ASOS’s heels
2.3.2 Smaller players must work to achieve higher conversion rates
2.3.3 H&M, New Look and Topshop threatened by Pretty Little Thing and Daisy Street
2.4 Proliferation of online pureplays in the midmarket results in opportunities in other segments
2.4.1 Value to midmarket has seen the most activity in the past 10 years
2.4.2 Regular newness important for players to stake claim in value market while Primark stays offline
2.4.3 Online pureplays must target mature consumers with catalogue-style websites
2.4.4 Luxury brands and etailers attempt to minimise Net-a-Porter’s dominance…
2.4.5 …opportunity for smaller, but already established players

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2.4.6 Net-a-Porter sets the standard for high quality service online…
2.4.7 …and engages visitors with its editorial content
2.4.8 Brand exclusives vital for luxury online pureplays
2.5 Being top of mind is imperative for pureplays to sustain growth
2.5.1 Rapid market growth ensures there is tough competitive pressure
2.5.2 Offline advertising is vital for pureplays to grow their brand awareness
2.5.3 Important to build loyalty now ahead of new entrants
2.5.4 Social media interaction key to targeting younger shoppers
2.5.5 SEO-focussed pureplays are winning online
2.6 Reliance on transactional website ensures on-going investment is crucial
2.6.1 A captivating website will boost visitor numbers and sales…
2.6.2 …but online pureplays must be careful not to overload visitors, with personalisation key
2.6.3 Delivery is the key battleground online…
2.6.4 …with delivery slots, same-day delivery and easy returns expected to be offered as standard
3 Appendix
3.1 About Verdict Retail
3.2 Disclaimer

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