British shoppers opt for diverse selection of models in marketing campaigns, says GlobalData

An H&M 2019 campaign for sustainable fashion.

A huge 71% of UK clothing shoppers would like to see retailers and brands use more models of varying shapes and ages in marketing campaigns, proving that despite retailer investment in this area, there is still a long way to go for consumers to feel adequately represented, according to GlobalData, a data and analytics company.

Chloe Collins, Senior Retail Analyst at GlobalData, commented: “Females and males aged 25-44 feel strongly on inclusivity in clothing campaigns, creating a need for retailers targeting these groups to increase their marketing efforts to stay relevant, or risk losing shoppers.”

Although many fashion retailers such as ASOS and New Look have extended their clothing ranges to cater for plus-size, tall and petite shoppers, more retailers must extend this inclusivity to their marketing campaigns. 

PURE LONDON catwalk shows in July 2019 at London Olympia showcased SS20 fashion.

Photo by Lucia Carpio

A model at

PURE LONDON

July 2019.

Photo by Lucia Carpio.

Collins adds: “More than 80% of women across all age groups said they would like to see retailers using more models of varying shapes, meaning retailers such as Topshop and Zara – which only use slim models in their campaigns and fail to offer ranges that serve those over a UK size 18 – must increase their body type representations or risk losing popularity. One retailer that has achieved this is online pureplay PrettyLittleThing, which collaborated with plus size model Ashley Graham, and selected rap artists Lioness and Ms Banks to front its petite and tall collections and a specialised ‘shape’ range that caters for those with hourglass figures.”


Despite significantly fewer males demanding models of varying shapes (56.6% males verses 82.5% females), demand was much higher for males aged 25-44 at 68.6%. 

London-based MOT Models has a division called RETRO in response to latest developments that the post-war baby boomer generation is leading the way in the world of luxury purchases.  Seen here are two of MOT's top models Remco and his father Aad Van Der Linden. 

Photo by Thomas Kettner.

Collins continues: “Menswear retailers serving this age group such as Matalan, H&M and Primark must strive to include a more diverse selection of sizes within their campaigns, as younger brands such as ASOS and boohooMAN have done. They should also follow Nike’s lead by introducing plus-size mannequin’s instore.”


According to GlobalData, greater age inclusivity is just as sought after by clothing shoppers, with 72.1% agreeing that they want a wider range of age groups showcased in marketing campaigns. This surprisingly declines in the over 55s, the age group you would expect to feel the least represented, but this is heavily driven by males. Women in all age groups would like to see more age inclusivity, with 86% of over 45s agreeing, in comparison with 82.6% of under 45s.

Multifunctional wardrobe set to drive athleisure market, says GlobalData

It seems that the popularity and influence of the athleisure trend will continue as our favourite fashion choice, as we seek multifunctional clothing more than ever before, driven by the demand for comfort, performance and style.

Li-Ning, SS20 - Paris Men's Fashion Week.

According to GlobalData, a data and analytics company, 20% of UK consumers purchased sports clothing specifically for leisure activities and free time in the last two years, not to exercise in.  Also 68% of consumers who purchased sport clothing for exercise also wore such items for leisure activities and free time, eating our or shopping.

Consumers are purchasing more consciously and reducing spend on fast fashion, playing into the hands of those retailers and brands that can showcase the versatility of their items, as well as the durability and quality.

GlobalData forecasts that the global athleisure market will rise 9.0% in 2019 and will continue to outperform the total clothing and footwear market beyond the company’s 2023 forecast period.  

Athleisure fashion pushing boundaries.

A catwalk show at Pure London,

July 2019.

Photo by Lucia Carpio.

Honor Strachan, Principle Retail Analyst at GlobalData, commented: “Over the next five years, the sportswear market will be one of the leading retail sectors. Activewear brands are selling consumers a lifestyle, and fashion retailers are leveraging their style credentials to produce affordable fitness ranges to sell alongside core casual and formalwear collections."

Strachan explains: “This willingness to pair sportswear with core wardrobe pieces has opened sportswear brands up to new audiences and allowed them to diversify into new product areas, boosting their share of the global clothing & footwear market.”

Moreover, increasing consumer appetite for comfort has also fuelled sales of activewear and trainers with brands utilising their technical expertise in ensuring products offer freedom of movement, aid temperature and sweat control, shape the body and provide support. These qualities have filtered into consumers’ everyday wear and not just when they are at the gym.

Adoption of the athleisure trend in much of Asia has been slower, so international and national brands are leveraging social media, third party selling platforms and brand ambassadors to sell the appeal of having a sports and street influenced wardrobe.

Strachan concludes: “Chinese brand Li-Ning has exploited its credentials as a sports manufacturer to produce high fashion casualwear which can be worn for training or leisure, while Nike’s instore and online outfit styling provides inspiration on how to wear pieces for multiple uses encouraging consumers in China, Taiwan, South Korea and Japan to incorporate sportswear into their everyday wardrobes.”






Photos above and left are from Chinese sportswear and fashion brand Li-Ning's catwalk show staged in June 2019 during the Paris Men's Fashion Week.

UK Retail: Is Fashion fleeing the high street?

Following the news on Friday 15 March that Arcadia is reportedly poised to launch a CVA, Sofie Willmott, Senior Retail Analyst at GlobalData, a leading data and analytics company, offers her view on the chain's current challenges and the scenario on the UK retail market: click vs mortar.  Clothing & Footwear will the fastest declining sector in UK town centres over the next five years.

News that Arcadia is poised to launch a CVA comes as no surprise as clothing & footwear spend continues to shift online and rising operating costs make physical locations less viable, said Ms Willmott.

“(UK) High streets will be the hardest hit with already declining spend being further impacted by significant branch closure plans at Arcadia as well as major players Debenhams and Marks & Spencer. The shuttering of anchor stores in town centres will encourage consumers to go elsewhere to purchase clothing & footwear, negatively impacting other retailers in the area.

“GlobalData forecasts that clothing & footwear will be the fastest declining sector in town centres over the next five years with spend falling 13.8% between 2018 and 2023, versus the total town centres market which is set to decline 1.9%, propped up by essential product sectors namely food & grocery and health & beauty.

“While town centres accounted for over 40% of clothing & footwear spend in 2013, other locations which are better able to meet shoppers’ needs such as supermalls and retail parks, as well as the online channel, have tempted consumers away with high streets forecast to account for just 25.9% of spend by 2023.”