Introduction & Menswear AW ’09 Survey Extracts

Introduction

Brandmonitor is a joint venture between research agency Retailmap and the consultancy firm MHE Retail. The Brandmonitor

survey captures the distribution profile of mens and womens casual clothing and footwear brands across the leading city centre

shopping destinations in the UK. We visit 50 destinations in the UK (inc Belfast), plus Dublin city centre also. We typically visit a

total of 2,700 individual stores, from department stores to independents, and we collect data on more than 1,000 brands.

In each individual store surveyed, Brandmonitor records the name of each brand stocked and the linear metres it occupies.

The output of the survey includes:

• Ranking of the top 50 menswear brands and top 50 womenswear brands (additional brands are available on request)

• Brand distribution and space occupied by retail channel

• Detailed location profiles (specific brands vs. top 50 brands vs. key competitors)

• Trend analysis, with the AW 10 survey showing trends from AW 08, AW 09 & AW 10

The survey can be used strategically and tactically by defining:

• Individual brand position in the rankings (national and by location) vs. competitors

• Benchmarking channel mix (individual brands vs. national profile)

• Brand penetration by region and location grade

• Which markets appear to be over/under-represented by brands relative to retail spending?

• Where do specific brands rank now and where will they be in the future. Top 25? Top 10? Top 5?

• How much space do specific brands need to add (and in some cases subtract) to meet targets by location?

Growth

• Adidas and Nike have continued to increase space over the past 12 months and are ranked 1 and 3 in terms of growth in linear metres between AW ’09 and AW ’08.

• Sportswear-inspired brands Fred Perry and Lacoste as well as Puma are all in the top 10 brands in terms of actual linear metres growth.

• From a lower base in AW ’08, brands such as The Duffer of St. George (now at JD Sports) and Voi Jeans have seen rapid % growth in AW ’09.

Decline

• Many top 50 brands have seen a reduction in linear metres between AW ’08 and AW ’09. Declines have taken place at lifestyle brands such as French Connection (-20%), Peter Werth (-41%) and Ted Baker (-13%) as well as at outdoor/surf brands such as Animal (-29%), Quiksilver (-17%) and

Timberland (-19%).

• Denim brands have also seen a decline in space, includingLevi’s (-8%), Diesel (-7%) and Wrangler (-14%).

Top 50 Brand Rankings – Change between AW ’08 vs AW ’09 (based on Lin.M)

Fred Perry and Tommy Hilfiger (including Hilfiger Denim) have been amongst the biggest upward movers in the brand ranking tables between AW ’08 and AW ’09; Tommy Hilfiger moved up 8 places, from 34th to 26^th while Fred Perry moved from 10th to 4th place in the same period.

• Other brands meanwhile have moved lower down the rankings. French Connection has lost 5 ranking places over the past 12 months, moving from 4th to 9th place. Gio Goi has lost 10 ranking places in AW ’09 while Quiksilver 

 http://www.brandmonitor-research.co.uk/pdf/a.pdf Introduction

& Menswear AW ’09 Survey Extracts accessed 1^st march 2011

(JOELY)