Bharat Book Bureau

For the purposes of this Market Assessment, the UK teenage fashionwear market will be defined as clothing for girls and boys aged between 13 and 24 years old. This includes the sale of clothing, footwear and accessories, as well as sales from teenage-specific retailers and clothes collections aimed at adults but purchased by the younger generation. In 2010, Key Note estimates that the total teenage fashion market reached £10.2bn. Prior to this, sales had grown year-on-year until 2009, when a 0.7% decline was observed due to the downturn in the economy.

An interest in fashion is believed to start from a young age, notably among girls, and childrenswear often follows similar trends to that of adult’s fashion. Children are also becoming more independent at a much younger age, making their own choices regarding clothing. While girls are believed to be more fashion conscious from a younger age, there are similar trends in both genders. This includes an emphasis on casual trends, where staple items, such as jeans, basic t-shirts, hoodies and casual footwear, are popular among the younger generation. Branding is also believed to play an important role in teenage fashion, as trends regarding the latest ‘essentials’ are very influential. market research reports

Over the last decade, a number of trends have come in and out of fashion in the teenage clothing market, including goth, emo and ‘chav’, among others. These labels are often related to the trends of the moment. While some of these styles are still evident among younger people, they can change very quickly from being fashionable to unpopular. This is most notable in the ‘chav’ trend, which saw youths being labelled as anti-social by the media.

Current trends in the teenage market are believed to be more mainstream and fashion-focused. This is due to the popularity of some retailers, such as Topshop, imitating the latest catwalk trends. Despite this, younger consumers still appear to want to differentiate themselves from the adult population, using more experimental trends and not conforming to smarter styles. A focus on boy’s fashionwear has also become more apparent in recent years, and style has become more important to the gender than previously seen. This is evident in trends, such as retro and ‘geek chic’, which became apparent both in the fashion industry and on the high street. Celebrity culture and the popularity of male stars as fashion icons have also boosted the potential market for the young male consumer.

In regards to the future, the teenage fashionwear market is forecast to grow, although this will be minimal. By 2015, Key Note has estimated that the total teenage fashionwear market will reach £11.15bn. While sales are most likely to continue to increase, factors, such as continued high levels of unemployment among the younger generation and uncertainty regarding further education prospects, may inhibit the market from achieving its full potential.

Table of Contents :

Executive Summary
Strategy Overview
The UK Economy
Population Trends and Demographics
Living Arrangements
Family Expenditure
Working Patterns
Attitudes and Identity
Body Size
Technological Influences and the Internet
Social Networking
The Leisure Industry
Political Fashion
Basic Fashion and the Young Consumer

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