Internet Purchase of a Wedding Dress Consumer Behaviour - PDF

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Bridalwear Market Report 2007

Description:    According to National Statistics, the number of weddings in England and Wales decreased by 10.4%
                in 2005, to 244,710. Furthermore, government data show that the number of weddings in the UK
                fell by 9.5% in the same period, to 283,731. This trend looks likely to continue: according to
                several designers we spoke to during the compilation of this report, orders placed for dresses 2
                years in advance are down.

                While declines in the market would have a serious effect on multimillion, multinational
                organisations, the UK bridalwear market operates on a much smaller scale. It is very much a niche
                market, especially at the couture end of the market, in which most UK designers operate. As a
                result of this, designers are able to withstand seasonal fluctuations. However, to counteract any fall
                in the bridalwear market itself, some are emphasising the occasionwear side of their businesses,
                with the `prom' dress coming to the fore.

                The biggest threat to the UK bridalwear market is in the mid-market, where any downturn in the
                number of weddings is most likely to be felt. However, this sector is already highly competitive and
                fragmented, with most dresses being mass produced in the People's Republic of China and
                imported either through US-owned designer labels that operate on a global scale or through smaller
                UK importers.

                Despite curbs put in place by the EU after the People's Republic of China's textile import quotas
                were lifted at the beginning of 2005 — as a result of the nation joining the World Trade
                Organization (WTO) — there has been no shortage in the UK of the availability of wedding dresses
                originating in the People's Republic of China. Perhaps worrying for UK importers is that Chinese
                manufacturers and designers are beginning to approach UK retailers directly, and there is a strong
                possibility that some well-known importing brands could disappear in the next decade.

                The availability of cheap copies and counterfeits over the Internet is perceived by the industry as
                being more of a nuisance than a real threat. Brides take a big risk when ordering copies of designer
                gowns in this way, as there is no guarantee that they will arrive on time and it is highly likely that,
                while the designs may be exact copies, the fabric will be of much lower quality.

                The bridalwear market has seen new players entering in the form of the high-street multiples ASDA
                and Marks and Spencer, both offering gowns at very low prices. This is at the budget end of the
                market, where competition tends to be among high-street fashion stores and second-hand
                resellers. There are a number of websites offering a marketplace for brides to sell their dresses
                and, to bring in an ethical element, Oxfam has also opened a number of bridal outlets at some
                stores. However, it is too early to predict whether bridalwear has proved profitable for the
                multiples.



Contents:       Executive Summary

                1. Market Definition

                REPORT COVERAGE

                MARKET SECTORS

                MARKET TRENDS
                Off the Peg
                Covering the Costs
                More Weddings in Approved Premises
                Table 1: The Number of Weddings in England and Wales by Manner of Wedding Solemnisation,
                2001-2005
                Figure 1: The Number of Weddings in England and Wales by Manner of Wedding Solemnisation,
2001-2005
Older Brides
Table 2: Average Age of Bride at First Marriage in England and Wales, 2001-2005
Table 3: Women Marrying for the First Time in England and Wales by Selected Age Band, 2001-
2005
Figure 2: Women Marrying for the First Time in England and Wales by Selected Age Band, 2001-
2005
Paradise Found
Dream Destinations — Not So Happy for the Guests
Disney Does Bridal
Weddings on the Box
Wedding Dresses Helping Charities
All in the Planning
Wedding Fashion
Real Brides

ECONOMIC TRENDS
Population
Table 4: UK Resident Population Estimates by Sex (000), Mid-Years 2002-2006
Table 5: The UK Female Population by Age (000), 2001, 2005, 2011 and 2021
Table 6: UK Families by Type (000), Spring 1996 and 2004
Gross Domestic Product
Table 7: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2002-2006
Inflation
Table 8: UK Rate of Inflation (%), 2002-2006
Unemployment
Table 9: Actual Number of Unemployed Persons in the UK (million), 2002-2006
Household Disposable Income
Table 10: UK Household Disposable Income Per Capita (£), 2002-2006

MARKET POSITION
The UK
Overseas

2. Market Size

NUMBER OF WEDDINGS
England and Wales
Table 11: The Number of Weddings in England and Wales, 2001-2005
Figure 3: The Number of Weddings in England and Wales, 2001-2005
Weddings by Previous Marital Status
Table 12: The Number of Weddings in England and Wales by Previous Marital Status, 2001-2005
Weddings by Time of Year
Table 13: The Number of Weddings in England and Wales by Time of Year, 2001-2005
Scotland
Table 14: The Number of Weddings in Scotland, 2001-2005
Figure 4: The Number of Weddings in Scotland, 2001-2005
Northern Ireland
Table 15: The Number of Weddings in Northern Ireland, 2001-2005
Figure 5: The Number of Weddings in Northern Ireland, 2001-2005
The UK

COST OF WEDDINGS
Table 16: Average Weddings Costs by Item of Expenditure (£ and %), 2005

THE TOTAL MARKET

BY MARKET SECTOR
Retail
The Wedding Dress
Retail Market Value
Table 17: The Estimated UK Bridalwear Retail Market by Value at Current Prices (number, £ and
£m), 2001-2005
Figure 6: The Estimated UK Bridalwear Retail Market by Value at Current Prices (£m), 2001-2005
Manufacturing
Budget Dresses

OVERSEAS TRADE
Imports
Exports

3. Industry Background

RECENT HISTORY
Chinese Textiles Quota Restrictions
Table 18: Quantitative Limits for the Categories Covered by the EU/Mainland Memorandum of
Understanding on the Export of Certain Chinese Textiles and Clothing Products to the EU (tonnes
and 1,000 pieces), 2005-2007
New Ownership of Bridal Buyer, The National Wedding Show and British Bridal Exhibition
New Trade Magazine Launched

NUMBER OF COMPANIES

EMPLOYMENT

REGIONAL VARIATIONS IN THE MARKETPLACE

DISTRIBUTION

HOW ROBUST IS THE MARKET?

LEGISLATION

KEY TRADE ASSOCIATIONS
Bridal Industry Suppliers Association
British Bridalwear Association Ltd
Retail Bridalwear Association Ltd
UK Alliance of Wedding Planners Ltd
Other Associations
Association of Suppliers to the British Clothing Industry
UK Fashion Exports

4. Competitor Analysis

INTRODUCTION

THE MARKETPLACE
Bridal Magazines
Table 19: Top Ten Consumer Bridal Magazines by Average Net Monthly Circulation, 2006

MARKET LEADERS
Manufacturers
Table 20: Leading Bridalwear Manufacturers Operating in the UK by Main Media Advertising
Expenditure, Year Ending June 2007
Designers
Alan Hannah Ltd
Ana Cristache London Ltd
Elizabeth Todd Ltd
Hayley J Couture
Hollywood Dreams Ltd
Ian Stuart Ltd
Jenny Packham London Ltd
Kate Sherford
Louise Selby
Stewart Parvin Ltd
Retailers
Benjamin Roberts Ltd
Bird's Bridal Ltd
Ellis Bridals
Go Bridal Ltd
Miss Bush Bridalwear
Groomswear Suppliers
Anthony Formalwear Ltd
Fantasy Waiscoats.co.uk
Tartanweb Scotland Ltd
Online Wedding Services Companies

OUTSIDE SUPPLIERS
Emmy Ltd
Jupon Ltd
Yarwood-White Ltd
The Bespoke Wedding Company

MARKETING ACTIVITY
Main Media Advertising Expenditure
Table 21: Main Media Advertising Expenditure by Bridalwear Manufacturers (£000), Years Ending
June 2006 and 2007
Table 22: Main Media Advertising Expenditure by Bridalwear Retailers (£000), Years Ending June
2006 and 2007
Exhibitions — Trade
The British Bridal Exhibition, Harrogate
International Exhibition of Textile Machinery
Exhibitions — Consumer
The Designer Wedding Show
National Wedding Shows
The Wedding Extravaganza Show
Exhibitions — Overseas
The US
UK and Europe
Industry Awards
Bridal Buyer Awards
Wrapit Wedding Industry Awards
The Wedding Ideas Awards
Fashion Awards
Wedding Awards
Destination and Venue Awards

5. Strengths, Weaknesses, Opportunities and Threats

STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS

6. Buying Behaviour

THE WEDDING DAY
Planning
As Soon as the Date is Decided
Up to 1 Year Before
Up to 6 Months Before
Up to 3 Months Before
Up to 6 Weeks Before
Up to 4 Weeks Before
10 Days to a Week Before
Day Before
Wedding Etiquette
Receiving Line
Toasts and Speeches
The First Dance
The Bride
The Bridegroom
The Best Man
Chief Bridesmaid/Maid of Honour
Bride's Father
Bride's Mother
Ushers

WEDDING DRESS FABRICS
Duchess Satin
Silk Georgette
Organza
Taffeta
Tulle
Chiffon
Italian Satin
Crepe
Velvet

7. Current Issues

OVERVIEW

8. The Global Market

MARKET SIZE
FUTURE DEVELOPMENTS

9. Forecasts

INTRODUCTION
The Economy
Population
Table 23: Forecast UK Resident Population by Sex (000), Mid-Years 2007-2011
Gross Domestic Product
Table 24: Forecast UK Growth in Gross Domestic Product in Real Terms (%), 2007-2011
Inflation
Table 25: Forecast UK Rate of Inflation (%), 2007-2011
Unemployment
Table 26: Forecast Actual Number of Unemployed Persons in the UK (million), 2007-2011

FORECASTS 2006 TO 2010

FUTURE TRENDS

10. Company Profiles

JENNY PACKHAM (LONDON) LTD
Company Information
Product Information

THE COLLECTION DESIGNED BY IAN STUART LIMITED
Company Information
Product Information

ELLIS BRIDALS
Company Information
Product Information
Financial information

BENJAMIN ROBERTS LIMITED
Company Information
            Product Information
            Financial Information

            11. Consumer Confidence

            METHODOLOGY

            KEY FINDINGS THIS QUARTER

            THE WILLINGNESS TO BORROW
            Confidence Improves
            Table A: The Average Amount Consumers Are Willing to Borrow in Order to Purchase Expensive
            Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007
            Willingness to Borrow Slips Slightly
            Table B: The Number of Adults Willing to Borrow in Order to Purchase Expensive Items (000 and
            %), February 2006-2007

            SPENDING FROM SAVINGS
            Slight Increase in Spending from Savings
            Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase
            Expensive Items at Current and Constant November 2004 Prices (£ and £bn), February 2006-2007
            Saving Grows in Relative Importance
            Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and
            %), February 2006-2007

            12. Further Sources
            Associations
            Publications
            General Sources
            Government Publications
            Other Sources
            Bisnode Sources



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