URBAN RUNWAY - Global › uk › ~ › media › files › uk... · younger 16-24 audience is particularly likely to splash out on new cosmetics/beauty products after pay day •

URBAN RUNWAYA VIEW FROM THE URBAN AUDIENCE

INSIDE:FASHION AND BEAUTY

Our award-winning work.shop.play. insight community provides us with a unique glimpse into the lives and styles of the urban audience.

This research is geared around giving you a better understanding of the changing attitudes and behaviours of the urban audience when it comes to fashion, beauty and everything in between.

Through delving deeper into key audiences, understanding how urbanites spend on their clothing, accessories and beauty purchases, we can outline some of the key trends seen in the market at the moment. This provides a unique snapshot into a large and evolving industry.

Using insights and data to really get under the skin of our audience, we’re able to understand how best to target them, while they’re out and about during their often time-poor and hectic (yet still stylish) lives.

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3. OpportunitiesNew inspiration, influences and ideas are key to the continued evolution of the fashion and beauty markets. Using a huge variety of resources, urbanites make the most of the tools available to them to help them keep up to date with the latest trends.

This chapter aims to uncover further insights around these ever-changing markets and it showcases how using Out-of-Home (OOH) effectively can increase awareness, improve brand perceptions and drive action.

4. ‘Best Dressed’ in Out-of-HomeThis is a retrospective of some best-in-class campaigns – from high street fashion retailers, to high end make-up and fragrance brands.

This showcases the stylish, sophisticated and occasionally surprising ways that fashion and beauty brands can connect with their audiences using OOH.

INSIDE: FASHION AND BEAUTY

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1. FashionIn this research we take a deeper look into some of the key trends we’re seeing among the urban audience when it comes to fashion.

Understanding spending habits behind their decision-making.

2. BeautyDelving deeper into the urban audience’s beauty baskets – and looking at what’s influencing their decision making.

This section also investigates the future of the market, with potentially unpredictable times ahead in the UK, understanding how brands can work to stand out from the crowd in this saturated marketplace.

FASHION

GENERATION Z HIGH STREET SHOPPERS(16-24 Urbanites)

This audience of 16-24 fashion followers are a key market for advertisers looking to target young, fashion-

driven consumers who are out and about and on the lookout for the ‘next big thing’.

• The high street is key for this audience, with 70% shopping for fashion there on a regular basis

• Almost a quarter (23%) of this target audience are shopping for clothes & accessories at least once a week

• They are the most likely audience to use social media to keep up with the latest trends in fashion (45%)

• Almost half (48%) agree that blogs/vlogs are great at giving them ideas and keeping them in the know

This mirrors the wider trend seen in the fashion industry with the rising influence of bloggers and

vloggers, from fashion advice to experimentation of new styles. There’s no denying this avenue of influence

has become a staple of many younger urbanites’ lives.

Sources: Mintel: ‘Colour Cosmetics, Jul 2016’, ‘Fast Fashion Online, Oct 2016’work.shop.play. survey ‘Inside: Fashion and Beauty’5

TARGETA U D I E N C E S

CONNECTED BIG SPENDERS (online clothing and accessories shoppers)

Whilst the high street is key for fashion, we can’t ignore the growing online audience that is turning to their

laptops and mobiles to shop.

• Younger 16-34 men in particular are likely to buy fashion from online-only retailers like ASOS (42% vs. 36% all urbanites)

• The online clothing and accessories shoppers are higher spenders spending £83 a month on average, £6 higher than the general urban audience

• This audience are also more regular clothing shoppers, with 63% shopping monthly (vs. 45% among all urbanites)

This attractive audience will only continue to grow as the trend for consumers wanting fashionable clothing at

the touch of a button continues to develop. Key players like ‘Amazon Fashion’ are helping to drive this trend, by

improving its offering and credibility. This is likely to become increasingly competitive, continuing to open up

opportunities for advertisers.


Sources: Mintel: ‘Colour Cosmetics, Jul 2016’, ‘Fast Fashion Online, Oct 2016’work.shop.play. survey ‘Inside: Fashion and Beauty’6

A savvy audience that’s shopping more and choosing the high street

Fashion is a big part of the average urbanite’s life. 53% of female urbanites shop for new clothes and accessories at least once a month, and this increases to 63%

among 16-24s. With so many urbanites on the lookout for new items on a monthly basis, there’s a huge opportunity to target them whilst they’re seeking style

inspiration.

Pay day is an important time for urbanites when considering clothing purchases; 45% say they tend to spend more on clothes straight after pay day, and this

increases to 57% among the younger 16-24 audience.

With 55% of urbanites agreeing that they don’t need much persuasion to treat themselves after pay day, and 25% saying they often daydream about how they’re

going to spend their money on the lead up to pay day, there’s a big opportunity for brands to make themselves front of mind around this time.

Sources: work.shop.play. surveys: ‘Inside: Fashion and Beauty’, ‘2 Things in March’, Inside: Passion for Fashion’7

Spending more on clothes, footwear and accessories – particularly in the CapitalAverage spend per month

ALL URBANITES LONDONERS TUBE USERS

£76 £91 £94£5 increasefrom 2015


The high street reigns supreme for fashion, although online purchasing is a growing theme

67%

In-Store

50%

Online

36%

Online

have shopped on the high street for clothes in the last

few months. For Londoners, this increases to 74%

54% have purchased at a shopping centre/mall

have

shopped

directly

through

an online

store

have shopped

through an

online retailer

(e.g. Amazon)


Whether they’re a dedicated follower of fashion, or take a more laid back approach to style, the urban audience has an opinion on the hottest trends. Vintage

denim makes a comeback (again!), whilst 90s-inspired chokers and arm cuffs grow in popularity as we head into the late teens of the 21st century.

Ever-Changing Trends

NOT HOT

AND Reviving Old Classics

Velvet jackets

23%

26%among 35+ abc1

Work jackets

20%

Ear cuffs

43%

Graphicsweatshirts

34%

Arm cuffs

50%

Highwaistjeans

48%

Extralong

t-Shirts

26%

Skinnies

24%

Boyfriend shirts

50%

Mineraljewellery

40%

Vintage denim

61%

Chokers

54%

57% 65%among men aged 16-34

among Londoners

27%among men aged 16-34

49%54%

79%

among 16-24s among

women

among 16-24s

Sources: work.shop.play. surveys: ‘Inside: Fashion and Beauty’, ‘One Minute Monday: all that glitters’10

BEAUTY

‘Feel Good’ beauty treaters (often treat themselves to new beauty products)

This audience enjoys treating themselves with smaller ‘feel good’ beauty items. In fact, the

younger 16-24 audience is particularly likely to splash out on new cosmetics/beauty products

after pay day

• Two thirds of this audience purchase new beauty products at least once a month

• A prime target for advertisers, this audience is actively seeking inspiration to help with their ‘treat’

purchases, which provide a little bit of ‘joy’ that doesn’t break the bank during uncertain times

This sector fares well during times of difficulty; this ‘lipstick effect’ was widely seen in the wake

of the 2008 recession. With an unclear future ahead in the UK, it’s important for make-up brands

to make the most of this feeling, providing accessible and comforting ‘treats’ to this audience.

Sources: Mintel: ‘Colour Cosmetics, Jul 2016’, ‘Brexit, the Aftermath, Nov 2016’, ‘Lifestyles of the Over-55s, Feb 2016’work.shop.play. surveys: ‘2 Things in March’, ‘Inside: Fashion and Beauty’, ‘2 Things in December’12


Diversity seekers(ABC1 35+ urbanites)

The lack of diverse representation among beauty retailers is often criticised.

In particular, the ABC1 35+ audience is a strong and affluent target for beauty

advertisers yet there is often a disconnect between how this audience views

themselves, and how advertisers try to target them.

• A third (33%) of the ABC1 35+ audience have bought a luxury beauty

product as a gift in the last 6 months

• 44% of make-up users want brand ambassadors with better age

representation

• 18% think there’s not enough ethnic diversity in beauty advertising

Urbanites welcome diversity in beauty advertising – and the target audience

is often more open to opportunities than society and brands give them credit

for. There’s a growing view that brands need to better promote and celebrate

diversity. This audience provides the ideal opportunity for advertisers to bridge

this gap, thinking about how they can try to target this affluent group of make-

up lovers and gifters more effectively.Sources: Mintel: ‘Colour Cosmetics, Jul 2016’, ‘Brexit, the Aftermath, Nov 2016’, ‘Lifestyles of the Over-55s, Feb 2016’work.shop.play. surveys: ‘2 Things in March’, ‘Inside: Fashion and Beauty’, ‘2 Things in December’13


Strong brand loyalty and a ‘treat yourself’ attitude among the urban audience when it comes to beauty purchases Beauty products are often seen among urbanites as a ‘treat’. Whether it’s to lift their mood or celebrate pay day, there’s a big opportunity for brands to make the

most of the spontaneous nature of beauty purchases among this inspiration-seeking audience.

The high street is key for urbanites choosing to splash their cash on these kinds of products; 66% bought from the high street the last time they purchased, and this

increases to 74% of 16-24s. When looking to inspire and influence, it’s imperative to do this in the most relevant and timely locations; when they’re out shopping – or

when they’re on their way there.

When communicating to consumers, there’s also room for brands to educate them more on their products; how they can use them and informing them of the

new innovations in the market. As urbanites are often creatures of habit, encouraging them to be brave and try new products and styles through engaging

communication will help not only boost consideration, but also positivity towards the brand.

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Spending more on beauty products – particularly in the CapitalAverage spend per month

ALL URBANITES 16 - 24 YEAR OLDS TUBE USERS

£29 £31 £35£8 increasefrom 2015

Sources: work.shop.play. surveys ‘Inside: Fashion and Beauty’, ‘Inside: Passion for Fashion’15

I love treating

myself to new

make-up every

once in a while

The high street reigns supreme for beauty, although online purchasing is a growing theme

80% 53% 52%

When buying

make-up, I

often come

away with more

than I originally

intended to

buy!

64% among 16-24s

I love hearing

about new

products in

the make-up

market


There are lots of influencing factors among the urban audience when it comes to purchasing make-up

61%

I’ve run out

49%

The price

42%

Best colour match

41%

27% 34%

Always used the brand

19%

SPF protection

20%

Things seen out & about

20%

Natural ingredients

Special offer

Recommendations


When it comes to ethical or

economic factors, the following

rank the most important:

No animal testing

Fair trade

Organic

Made in the UK

72%

53%

40%

36%Sources: work.shop.play. surveys ‘Inside: Fashion and Beauty’, ‘Inside: Passion for Fashion’18

Whilst it’s perhaps not surprising that 16-24s are more likely to make the most of multiple products and new innovations in make-up, the

key ‘staples’ of mascara and lipstick remain equally popular among both older and younger audiences.

Mascara and lipstick popularity is similar among different target audiencesWhat type of

make–up have you bought in the last 3

months?

One type doesn’t fit all, but one thing’s for sure – there are some make-up bag staples that everyone shares

21%

39

%

24

%

43%

32%

43%

25%

54

%

36

%

57%

47%

53%

58%

63%

54

%

70%

27%

ABC1 35+

EyebrowPencil

Powder Eyeshadow Concealer Eyeliner Lipstick Mascara Foundation

16 - 24

Urban Audience

29%32% 33%

41%

47%

56%60%


OPPORTUNITIES

Inspiration is just around the cornerThere are a lot of different ways that urbanites keep in the know about the latest fashion and beauty trends, and these are ever-changing and evolving

with the times (much like fashion and beauty trends).

The most popular way that the urban audience chooses to keep up to date is by looking for inspiration when out and about. It seems that inspiration

is, quite literally, around every corner.

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PRIMARY INSPIRATION

Things seen out and about

Browsing onthe high street

54% 50%London 63% London 52%

Source: work.shop.play. survey ‘Inside: Fashion and Beauty’22

SECONDARYINSPIRATION

General browsingonline

Browsingstoresonline

Socialmedia

Fashion /Beauty publications

48% 31% 26% 15%London 49% London 36% London 33% London 20%

Source: work.shop.play. survey ‘Inside: Fashion and Beauty’23

Targeting urbanites whilst out and aboutCaseStudy 1

CaseStudy 2

Improving brand perceptions for a fashion retailer using Bus

Driving purchase and store visits for a fashion retailer using Westfield Shopping Centre

We know that the primary inspiration sources

for urbanites when looking for the latest in

new fashion and beauty trends are things

they see whilst out and about, and on the high

street.

It’s imperative that brands make sure their

presence is felt and recognised in these Out-

of-Home (OOH) locations, (particularly as they

are more likely to make spur of the moment

fashion and beauty purchase decisions whilst

on the move). This is even more important in

the Capital, where urbanites are more time

poor and harder to reach.

We know through our campaign effectiveness

research that a blend of different OOH activity

can work to help fashion retailers build brand

appeal, improve brand perceptions and

ultimately drive consumers in-store.

Working well alongside other forms of media

such as TV and Press, OOH can complement

wider campaigns and really build brand fame

in the locations that resonate the most to high

street shoppers.

Those who saw the Bus adverts were more likely to

agree with positive statements about the fashion retail

brand.

Those who recalled the shopping centre ads were more

likely to respond by visiting one of the fashion retailer’s

stores.

73%

20%increase

53%

69%

17%increase

52%

Recalled ads Did not recall ads

41%

20%increase

21%

37%

20%increase

17%

Recalled ads Did not recall ads

The ad tells me the

retailer’s clothes are

stylish

The ad tells me that the

retailer’s clothes are affordable

I would visit the brand’s store

I would buy the brand’s clothes for

myself

Source: Dipsticks24

Online grows in influence among fashionistas – they just need to be aware of it!

CaseStudy 3

The rise of the blogger/vlogger:

74%

Driving action and purchase for an online beauty retailer using the London Underground

Online channels are increasingly important in this

market, acting as a secondary inspiration source for

many urbanites.

With the rise of a ‘right here, right now’ mentality in the

fashion & beauty industries, advertisers can tap into

the busy urban audience lifestyles, whilst they’re on the

move and seeking help with their decision-making.

Among one of our key audiences of 16-24s, the rise of

the fashion & beauty blogger/vlogger phenomenon is

having a strong impact.

Making fashion more accessible, and providing ‘trusted’

advise and opinions, bloggers and vloggers are a

unique opportunity for advertisers to engage with this

vibrant and ever-changing audience.

Using dwell time sites to educate and inform urbanites

or digital screens to amplify campaigns, has proven

to significantly improve interaction with online fashion

and beauty retailers, ultimately driving action and

purchase decisions among often hard-to-reach

audiences.

of London Tube users who recalled the ad took action towards the online beauty retailer

Bloggers/Vloggers are

making fashion accessible

I trust the opinions and reviews of

fashion and beauty bloggers/vloggers

All urbanites All urbanites

16-24 Year Olds 16-24 Year Olds

43% 19%

62% 41%

70%

12% 5%

3366%%

Interacted online Talk to someone

London Tube users - did not recall

London Tube users - recalled

SIG

57%

Sources: work.shop.play. survey ‘Inside: Fashion and Beauty’, Dipsticks25

More than a mall

Combined annual footfall

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WESTFIELDLO N D O N

WESTFIELDS T R AT F O R D

Annual Footfall Annual Footfall

Europe’s largest urban shopping and leisuredestination and the busiest shopping centre in the UK

The annual number of visits for the British Museum

Than Manchester Arndale(Footfall 42 million)

27.5million

45.5million

73million

More than 10x

74% higher footfall

A desirable audienceBoth shopping centres

deliver an affluent

audience

27

68%

Westfield London

59%

Westfield Stratford

ABC1

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WESTFIELDS H O P P E R S B E H AV I O U R

Average dwell time

Average dwell time

Average retail spend

Average retail spend

Never visit Westfield Stratford

Never visit Westfield London

99minutes

108minutes

£113 £8663% 55%

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A RETAIL POWERHOUSE

The annual retails sales of both Westfield centres comes to a massive

£2.1 billion

BEST DRESSED IN OUT-OF-HOME

BEST DRESSED IN OUT-OF-HOME

Our ‘Best Dressed’ gallery showcases some of our most

memorable campaigns over the last year on Exterion Media’s

assets up and down the country, and in the Capital.

Working collaboratively with our clients in the fashion and beauty

industry, we have developed some beautifully creative, imaginative

and dynamic campaigns that have worked to capture the

attention of the urban audience, helping them to navigate their

purchase decisions and drive their purchase journeys.

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32MISSGUIDED - NOVEMBER

33COACH - NOVEMBER

34CALVIN KLEIN - NOVEMBER

35SWAROVSKI - DECEMBER

36PANDORA - NOVEMBER

37ARMANI - DECEMBER

OUR METHODOLOGYwork.shop.play. surveys used:

Inside: Fashion and Beauty, November 2016

2 Things in March, March 2016

Inside: Passion for Fashion, August 2015

2 Things in December, December 2014

Beauty Survey, September 2014

3 Things in April, April 2014

In addition to this, we supported our online panel research with the

following sources:

London Underground - The Engagement Zone

http://www.exterionmedia.com/uk/insight-and-data/engagement-zone/

TGI 2016 Data

Dipsticks Research

http://www.exterionmedia.com/uk/insight-and-data/our-case-studies/

Mintel Reports:

‘Beauty Online’, January 2016

‘Colour Cosmetics’, July 2016

‘Fashion: Technology and Innovation’, September 2016

‘Fast Fashion Online – what can others learn from the pureplays?’,

October 2016

‘Luxury fashion home-delivered within 90 minutes’, December 2016

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http://www.exterionmedia.com/uk/insight-and-data/engagement-zone/

http://www.exterionmedia.com/uk/insight-and-data/our-case-studies/

Documents

URBAN RUNWAY - Global › uk › ~ › media › files › uk... · younger 16-24 audience is particularly likely to splash out on new cosmetics/beauty products after pay day •