October 2015 · men’s and women’s denim jeans, in London, in October 2015. ... there is an...
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www.retailmap.com
October 2015 |
price & range review of denim jeans |
www.retailmap.com contents
2
October 2015
introduction 3
key findings 4
range size & mix analysis 5
women’s price architecture 9
men’s price architecture 14
women’s average price architecture vs men’s 19
women’s price tier analysis 21
men’s price tier analysis 23
women’s & men’s combined price tier analysis 26
market map analysis 29
overall promotional analysis 32
appendix – price tier methodology 36
price & range review of denim jeans |
www.retailmap.com introduction
3
October 2015
This report contains the results of Retailmap's range and price survey of men’s and women’s denim jeans, in London, in October 2015.
• The fieldwork took place in the 1 week period commencing 7th October 2015.
• For each product category surveyed, Retailmap has recorded the number of options in each retailer's range by original, full unit price point, to provide an overall view of entry, average and exit price architecture.
• In addition to price positioning, Retailmap has also analysed competitor range size.
• Debenhams’ data includes only their Own Label and Designers At Debenhams ranges.
• Urban Outfitters was audited only for men’s jeans.
• Unless stated otherwise to the right, all stores were audited at Westfield White City.
The following retailers were surveyed :-
– American Eagle Outfitters – Blue Inc – Burton – Debenhams – Diesel – Dorothy Perkins – Gap – G-Star – Guess – H&M – Hollister – Jack & Jones
– Levi’s – M&S – New Look – Next – Primark (Westfield Stratford) – Pull & Bear – River Island – Superdry – Topshop/Topman – Uniqlo – Urban Outfitters – Zara (Westfield Stratford)
price & range review of denim jeans |
www.retailmap.com introduction
4
Value Sector
• Taking Primark as the key value retailer in the competitor set, it is interesting to see that the retailer actually has a larger number of options within men’s jeans (55) than in women’s (49). It is not only in terms of range size where Primark appears to be more competitive within men’s jeans. When looking at price, Primark’s average price of men’s jeans (£11.15) is actually lower than the entry price of the next lowest retailers (New Look, H&M at £14.99). Compare this to women’s jeans, where Primark’s entry price (£7) is only 99 pence lower than those of New Look and H&M.
Mid Market
• Looking at M&S, the retailer has a considerably larger range size within women’s (113 options) than men’s (40). But given that, there is actually little difference in the price architecture of both departments – with women’s only being £1.96 higher at average price than men’s, and 50 pence higher at entry.
• Zara’s price positioning within denim jeans places them competitively against Gap, River Island and Topshop/Man. Within men’s jeans, Zara’s average price is around 20% lower than that of River Island – with that differential increasing to around 30% lower in women’s denim jeans.
• Since entering the UK market, American Eagle Outfitters (AEO) has aimed to be a destination of choice when it comes to denim jeans. However, in terms of pure price & range, you could be forgiven for think that the retailer gets lost amongst the competition. With regards to range size, AEO is only broadly in line with the women’s survey average, whilst in terms of price the retailer has narrow price architecture – with a difference of only £12 between entry and exit price (compared to £29 at Debenhams).
• Another retailer with a “quirk” in their full price range is Gap. Looking at women’s jeans, Gap has an average price which is higher than Superdry, Hollister and Topshop. Their range also has a large gap from their entry price (£22.95) to their next price point of £34.95. This could be an area where they are missing “up trading” customers.
Upper Middle
• G Star’s entry and exit price architecture for women’s and men’s is exactly the same (£80 entry, £140 exit). However, their range size of women’s is less than half that of their men’s range (15 vs 36 options). Despite this, there is only a £4 difference at average price across the two departments.
• When looking at the retailer set of Levi’s, Guess, G-Star and Diesel, there is an interesting market dynamic. Within women’s jeans, the entry price of said retailers are at least £5 higher than the exit price of the next nearest retailer (Gap). But within men’s jeans, their ranges have a direct overlap with multiple different retailers.
Men’s vs Women’s Price Architecture
• When looking at the market average price architecture of women’s denim jeans vs men’s, there is surprisingly little difference. There is only £1 difference at entry and average price, and only £4 difference at exit. Men’s is the department which is only slightly higher at all three price metrics.
key findings |
www.retailmap.com
5
October 2015
denim jeans | range size & mix analysis
www.retailmap.com
6
women's denim jeans | range size | Oct '15
• the chart shows cash values of the entry, average and exit price shopping bags for each retailer. • the shopping bag is based on a list of comparable product categories common to all retailers (see shopping bag tables) • further details on shopping bag composition can be found in shopping bag methodology.
113
98
84
71 6863 62
54 52 51 49 48 46 46 44 43
24 23 23 2215
0
20
40
60
80
100
120
num
ber o
f opt
ions
www.retailmap.com
7
men's denim jeans | range size | Oct '15
• the chart shows cash values of the entry, average and exit price shopping bags for each retailer. • the shopping bag is based on a list of comparable product categories common to all retailers (see shopping bag tables) • further details on shopping bag composition can be found in shopping bag methodology.
91
60 58 56 55 55 53 51 48 46 45 43 42 41 40 40 38 36 3428 25 23
16 16
0
10
20
30
40
50
60
70
80
90
100
num
ber o
f opt
ions
www.retailmap.com
8
denim jeans | range mix by product | Oct '15
department American Eagle Blue Inc Burton Deben
hams Diesel Dorothy Perkins Gap G-Star Guess H&M Hollister Jack &
Jones Levi's
women's denim jeans 54 - - 98 46 22 51 15 24 84 23 - 44
men's denim jeans 51 41 23 91 53 - 38 36 16 42 34 58 56
total 105 41 23 189 99 22 89 51 40 126 57 58 100
department M&S New Look Next Primark Pull and
BearRiver Island Superdry Topman Topshop Uniqlo Urban
Outfitters Zara Survey Average
women's denim jeans 113 62 63 49 46 48 23 - 68 43 - 71 52
men's denim jeans 40 25 60 55 46 45 16 55 - 28 48 40 43
total 153 87 123 104 92 93 39 55 68 71 48 111 82
• Urban Outfitters was audited only for men’s jeans.
www.retailmap.com
9
October 2015
women’s denim jeans | price architecture analysis
www.retailmap.com
10
women's denim jeans | denim jean price architecture | Oct '15
• the chart shows cash values of the entry, average and exit price denim jeans for each retailer.
£15£30 £35 £40 £28 £40 £45 £50 £48 £45 £49 £44
£60£70 £66
£110£119
£140
£270
£11£23 £23 £24 £24 £29 £31 £31 £33 £35 £40 £40 £40 £42 £45 £48 £48
£89 £95£109
£156
£7£13 £8 £8 £22 £18 £16 £18 £20
£36 £39 £32 £35£23
£35
£75 £75 £80£90
£0
£40
£80
£120
£160
£200
£240
£280
shop
ping
bag
£
exit price average price entry price
www.retailmap.com
11
women’s denim jeans | original unit price (£) architecture | Oct ’15 (area of bubble relates to number of options at each original unit price (£) point)
Source: Retailmap Survey, October '15
£32.00
£44.00
£16.00
£45.00£90.00
£270.00
£22.00
£28.00
£22.95
£69.95
£80.00
£140.00
£75.00
£119.00
£7.99
£39.99
£39.00
£49.00 £75.00
£110.00
£18.00
£49.50
£7.99
£34.99
£20.00
£48.00
£7.00
£15.00
£12.99
£29.99
£35.00
£60.00
£44.99
£36.00
£45.00
£34.90
£17.99
£39.99
£0.00
£50.00
£100.00
£150.00
£200.00
£250.00
£300.00
pric
e po
ints
w
Primark New Look
H&M Pull and Bear
Deb's Zara M&S Next DP Gap American Eagle
Uniqlo River Island
Topshop Hollister Superdry Levi's Guess G-Star Diesel
£40.11£31.31
£155.65
£24.00
£48.15
£109.33
£95.33
£23.53
£39.87
£89.32
£31.31£23.34
£32.97
£11.10
£22.77
£41.54 £39.74£28.71
(options) (54)(98) (46)(22) (51) (15)(24)(84) (23) (44)(113)(62) (63)(49) (46) (48) (23)(68)(43)(71)
www.retailmap.com
12
women’s denim jeans | price architecture | no. of options by price point | Oct ’15
Source: Retailmap Survey, October '15
orig. unit price (£) Primark New Look H&M Pull and
Bear Deb's Zara M&S Next DP Gap American Eagle Uniqlo River Island Topshop Hollister Superdry Levi's Guess G-Star Diesel Survey Total
£7.00 7 - - - - - - - - - - - - - - - - - - - 7£7.01-£8.00 - 1 3 - - - - - - - - - - - - - - - - - 4£9.01-£10.00 20 - - - - - - - - - - - - - - - - - - - 20£11.01-£12.00 7 - - - - - - - - - - - - - - - - - - - 7£12.01-£13.00 7 2 1 4 - - - - - - - - - - - - - - - - 14£14.01-£15.00 8 1 18 - - - - - - - - - - - - - - - - - 27£15.01-£16.00 - - - 1 1 - - - - - - - - - - - - - - - 2£17.01-£18.00 - - - 7 11 1 5 - - - - - - - - - - - - - 24£19.01-£20.00 - 8 24 7 4 6 - 6 - - - - - - - - - - - - 55£20.01-£25.00 - 47 4 8 15 9 29 9 14 1 - - - - - - - - - - 136£25.01-£30.00 - 1 27 19 20 45 22 23 8 - - - - - - - - - - - 165£30.01-£35.00 - 2 - - 14 - 31 2 - 1 8 43 1 - - - - - - - 102£35.01-£40.00 - - 7 - 16 10 21 3 - - 13 - 25 44 21 - - - - - 160£40.01-£45.00 - - - - 17 - 4 15 - 19 33 - 21 24 - 23 - - - - 156£45.01-£50.00 - - - - - - 1 5 - 25 - - - - 2 - - - - - 33£50.01-£60.00 - - - - - - - - - 4 - - 1 - - - - - - - 5£60.01-£70.00 - - - - - - - - - 1 - - - - - - - - - - 1£70.01-£80.00 - - - - - - - - - - - - - - - - 9 6 1 - 16£80.01-£90.00 - - - - - - - - - - - - - - - - 18 2 3 2 25£90.01-£100.99 - - - - - - - - - - - - - - - - 16 5 - 2 23£101.00-£125.99 - - - - - - - - - - - - - - - - 1 11 9 10 31£126.00-£150.99 - - - - - - - - - - - - - - - - - - 2 13 15£151.00-£175.99 - - - - - - - - - - - - - - - - - - - 8 8£176.00-£200.99 - - - - - - - - - - - - - - - - - - - 3 3£201.00-£225.99 - - - - - - - - - - - - - - - - - - - 2 2£226.00-£250.99 - - - - - - - - - - - - - - - - - - - 1 1£251.00-£270.00 - - - - - - - - - - - - - - - - - - - 5 5
Total 49 62 84 46 98 71 113 63 22 51 54 43 48 68 23 23 44 24 15 46 1047
www.retailmap.com
American Eagle Debenhams Diesel Dorothy
Perkins Gap G-Star Guess H&M Hollister Levi's M&S New Look Next Primark Pull and Bear River Island Superdry Topshop Uniqlo Zara Survey
Averageexit price £44 £45 £270 £28 £70 £140 £119 £40 £49 £110 £50 £35 £48 £15 £30 £60 £45 £45 £35 £40 £66entry price £32 £16 £90 £22 £23 £80 £75 £8 £39 £75 £18 £8 £20 £7 £13 £35 £45 £36 £35 £18 £35price stretch 1.4 2.8 3.0 1.3 3.0 1.8 1.6 5.0 1.3 1.5 2.8 4.4 2.4 2.1 2.3 1.7 1.0 1.3 1.0 2.2 1.9
5.0
4.4
3.0 3.0 2.8 2.82.4 2.3 2.2 2.1
1.9 1.8 1.7 1.6 1.5 1.4 1.3 1.3 1.31.0 1.0
0
1
2
3
4
5
6pr
ice
stre
tch
13
women's denim jeans | price stretch | Oct '15
• the chart shows each retailer's price architecture stretch (the breadth between a retailer's entry price and exit price denim jeans) • a high number means a wider price architecture stretch, a low number means a narrower stretch • allows you to quickly compare each retailer’s price architecture stretch
www.retailmap.com
14
October 2015
men’s denim jeans | price architecture analysis
www.retailmap.com
15
men's denim jeans | denim jean price architecture | Oct '15
£16£30 £30 £36 £40 £35 £40 £40
£60£75
£50£60
£74
£50£70
£85£65
£140
£100£109
£140
£260
£11£22 £25 £25 £26 £29 £29 £34 £35 £35 £37 £39 £39 £43 £43 £44 £49
£62 £63 £66
£84 £90
£106
£148
£5£15 £20 £18 £15 £25 £18 £20 £20 £30 £20
£30 £32 £33 £36 £40£60
£40
£65£75 £80
£90
£0
£40
£80
£120
£160
£200
£240
£280
shop
ping
bag
£
exit price average price entry price
• the chart shows cash values of the entry, average and exit price denim jeans for each retailer.
www.retailmap.com
16
men’s denim jeans | original unit price (£) architecture | Oct ’15 (area of bubble relates to number of options at each original unit price (£) point)
Source: Retailmap Survey, October '15
£32.00
£74.00
£19.99
£29.99
£25.00
£35.00
£20.00
£49.50£90.00
£260.00
£32.95
£49.95 £80.00
£140.00
£75.00
£109.00
£14.99
£39.99
£39.00
£40.00
£85.00
£65.00
£100.00
£17.50
£39.50
£14.99
£29.99
£20.00
£60.00
£5.00
£16.00
£17.99
£35.99
£30.00
£60.00
£59.99
£64.99
£30.00
£75.00
£34.90£40.00
£140.00
£19.99
£39.99
£0.00
£50.00
£100.00
£150.00
£200.00
£250.00
£300.00
pric
e po
ints
m
Primark New Look
H&M M&S Pull and Bear
Blue Inc Zara Next Deb's Burton Topman River Island
American Eagle
Gap Uniqlo Hollister Jack & Jones
Urban Outfitter
Superdry Levi's Guess G-Star Diesel
£43.10
£24.99 £28.78£39.04
£147.55
£44.45
£105.69
£89.63
£25.82
£61.72
£84.38
£29.35£21.95
£34.55
£11.15
£25.03
£42.78
£63.12
£36.53
£65.58
£33.79
(options) (51)(41) (23)(91) (53)(38) (36)(16)(42) (34) (58) (56)(40)(25) (60)(55) (46) (45) (16)(55) (28) (45)(40)
www.retailmap.com
17
men’s denim jeans | price architecture | no. of options by price point | Oct ’15
Source: Retailmap Survey, October '15
orig. unit price (£) Primark New Look H&M M&S Pull and
Bear Blue Inc Zara Next Deb's Burton Topman River Island American Eagle Gap Uniqlo Hollister Jack &
JonesUrban
Outfitters Superdry Levi's Guess G-Star Diesel Survey Total
£5.00 2 - - - - - - - - - - - - - - - - - - - - - - 2£7.01-£8.00 5 - - - - - - - - - - - - - - - - - - - - - - 5£8.01-£9.00 8 - - - - - - - - - - - - - - - - - - - - - - 8£9.01-£10.00 15 - - - - - - - - - - - - - - - - - - - - - - 15£11.01-£12.00 10 - - - - - - - - - - - - - - - - - - - - - - 10£13.01-£14.00 8 - - - - - - - - - - - - - - - - - - - - - - 8£14.01-£15.00 3 1 9 - - - - - - - - - - - - - - - - - - - - 13£15.01-£16.00 4 - - - - - - - - - - - - - - - - - - - - - - 4£17.01-£18.00 - - - 2 4 - - - - - - - - - - - - - - - - - - 6£19.01-£20.00 - 13 10 6 17 17 5 4 1 - - - - - - - - - - - - - - 73£20.01-£25.00 - 10 2 7 6 7 - 6 - 8 - - - - - - - - - - - - - 46£25.01-£30.00 - 1 14 9 9 17 12 18 25 7 20 6 - - - - - - - - - - - 138£30.01-£35.00 - - - 9 - - - 13 15 8 2 5 7 3 28 - - - - - - - - 90£35.01-£40.00 - - 7 7 10 - 23 10 2 - 28 9 6 7 - 34 4 1 - - - - - 148£40.01-£45.00 - - - - - - - 3 43 - 4 18 33 18 - - 2 13 - - - - - 134£45.01-£50.00 - - - - - - - - 5 - - 2 1 10 - - 4 11 - - - - - 33£50.01-£60.00 - - - - - - - 6 - - - 5 1 - - - 16 1 6 - - - - 35£60.01-£70.00 - - - - - - - - - - - - - - - - 27 7 10 4 - - - 48£70.01-£80.00 - - - - - - - - - - 1 - 3 - - - 3 - - 19 5 1 - 32£80.01-£90.00 - - - - - - - - - - - - - - - - 2 6 - 22 4 15 2 51£90.01-£100.99 - - - - - - - - - - - - - - - - - - - 11 4 2 3 20£101.00-£125.99 - - - - - - - - - - - - - - - - - 3 - - 3 12 14 32£126.00-£150.99 - - - - - - - - - - - - - - - - - 3 - - - 6 16 25£151.00-£175.99 - - - - - - - - - - - - - - - - - - - - - - 4 4£176.00-£200.99 - - - - - - - - - - - - - - - - - - - - - - 7 7£201.00-£225.99 - - - - - - - - - - - - - - - - - - - - - - 5 5£226.00-£250.99 - - - - - - - - - - - - - - - - - - - - - - 1 1£251.00-£260.00 - - - - - - - - - - - - - - - - - - - - - - 1 1
Total 55 25 42 40 46 41 40 60 91 23 55 45 51 38 28 34 58 45 16 56 16 36 53 994
www.retailmap.com
American Eagle Blue Inc Burton Debenhams Diesel Gap G-Star Guess H&M Hollister Jack & Jones Levi's M&S New Look Next Primark Pull and
Bear River Island Superdry Topman Uniqlo Urban Outfitters Zara Survey
Averageexit price £74 £30 £35 £50 £260 £50 £140 £109 £40 £39 £85 £100 £40 £30 £60 £16 £36 £60 £65 £75 £35 £140 £40 £70entry price £32 £20 £25 £20 £90 £33 £80 £75 £15 £39 £40 £65 £18 £15 £20 £5 £18 £30 £60 £30 £35 £40 £20 £36price stretch 2.3 1.5 1.4 2.5 2.9 1.5 1.8 1.5 2.7 1.0 2.1 1.5 2.3 2.0 3.0 3.2 2.0 2.0 1.1 2.5 1.0 3.5 2.0 2.0
3.53.2
3.0 2.92.7
2.5 2.52.3 2.3
2.1 2.0 2.0 2.0 2.0 2.01.8
1.5 1.5 1.5 1.5 1.4
1.1 1.0 1.0
0
1
2
3
4pr
ice
stre
tch
18
men's denim jeans | price stretch | Oct '15
• the chart shows each retailer's price architecture stretch (the breadth between a retailer's entry price and exit price denim jeans) • a high number means a wider price architecture stretch, a low number means a narrower stretch • allows you to quickly compare each retailer’s price architecture stretch
www.retailmap.com
19
October 2015
denim jeans | women’s average price architecture vs men’s average
www.retailmap.com
20
survey average of women’s denim jeans vs. men's | Oct '15
• the chart shows cash values of the entry, average and exit price shopping bags for the women’s and men’s survey average.
£66£70
£48 £49
£35 £36
£0
£10
£20
£30
£40
£50
£60
£70
£80
women's average men's average
shop
ping
bag
£
exit price average price entry price
www.retailmap.com
21
October 2015
women’s denim jeans | price tier analysis
www.retailmap.com
0% 50% 100%
Levi's
100%
0% 50% 100%
Guess
100%
0% 50% 100%
G-Star
100%
0% 50% 100%
Diesel
100%
0% 50% 100%
Gap
2%
2%37%59%
0% 50% 100%
River Island
6%77%
17%
0% 50% 100%
Superdry
100%
0% 50% 100%
Topshop
40%54%
6%
0% 50% 100%
American Eagle
39%61%
0% 50% 100%
Hollister
91%
9%
0% 50% 100%
Next
19%24%25%
32%
0% 50% 100%
Uniqlo
100%
0% 50% 100%
Debenhams
18%26%34%
12%10%
0% 50% 100%
M&S
23%27%27%19%
4%
0% 50% 100%
Zara
10%76%
14%
0% 50% 100%
New Look
19%77%
3%
0% 50% 100%
H&M
55%37%
8%
0% 50% 100%
Pull and Bear
41%59%
0% 50% 100%
Dorothy Perkins
59%41%
0% 50% 100%
Primark
100%
22
women's denim jeans | price tier analysis | Oct '15
• the charts compare the proportion of each retailer's range (no. of options) that occupy 5 price segments, or tiers, of the market. • each tier represents 20% of the market by price • the market is defined by the competitor set • a detailed explanation of price tier methodology appears in the appendix
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
www.retailmap.com
23
October 2015
men’s denim jeans | price tier analysis
www.retailmap.com
0% 50% 100%
Hollister
100%
0% 50% 100%
Topman
40%
51%
7%
2%
0% 50% 100%
Zara
28%
15%
58%
0% 50% 100%
Next
17%
52%
17%
15%
0% 50% 100%
Uniqlo
100%
0% 50% 100%
M&S
38%
45%
18%
0% 50% 100%
H&M
50%
33%
17%
0% 50% 100%
Burton
35%
65%
0% 50% 100%
Pull and Bear
74%
4%
22%
0% 50% 100%
Blue Inc
59%
41%
0% 50% 100%
New Look
96%
4%
0% 50% 100%
Primark
100%
24
men's denim jeans | price tier analysis | Oct '15 | slide 1 of 2
• the charts compare the proportion of each retailer's range (no. of options) that occupy 5 price segments, or tiers, of the market. • each tier represents 20% of the market by price • the market is defined by the competitor set • a detailed explanation of price tier methodology appears in the appendix
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
www.retailmap.com
0% 50% 100%
Guess
100%
0% 50% 100%
G-Star
100%
0% 50% 100%
Diesel
100%
0% 50% 100%
Levi's
7%
93%
0% 50% 100%
Urban Outfitters
2%
71%
27%
0% 50% 100%
Jack & Jones
7%
71%
22%
0% 50% 100%
Superdry
100%
0% 50% 100%
Gap
8%
18%
74%
0% 50% 100%
River Island
24%
20%
56%
0% 50% 100%
Debenhams
1%
44%
3%
52%
0% 50% 100%
American Eagle
14%
76%
4%
6%
25
• the charts compare the proportion of each retailer's range (no. of options) that occupy 5 price segments, or tiers, of the market. • each tier represents 20% of the market by price • the market is defined by the competitor set • a detailed explanation of price tier methodology appears in the appendix
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
men's denim jeans | price tier analysis | Oct '15 | slide 2 of 2
www.retailmap.com
26
October 2015
women’s & men’s denim jeans | combined price tier analysis
www.retailmap.com
0% 50% 100%
Superdry
100%
0% 50% 100%
River Island
12%13%
67%9%
0% 50% 100%
Topshop
40%54%
6%
0% 50% 100%
American Eagle
7%57%
33%3%
0% 50% 100%
Hollister
96%
4%
0% 50% 100%
Debenhams
10%34%
19%31%
5%
0% 50% 100%
Topman
40%51%
7%2%
0% 50% 100%
Next
18%37%
21%7%16%
0% 50% 100%
Uniqlo
39%61%
0% 50% 100%
M&S
27%31%25%14%3%
0% 50% 100%
Zara
16%54%
21%9%
0% 50% 100%
Burton
35%65%
0% 50% 100%
H&M
53%36%
6%6%
0% 50% 100%
New Look
41%56%
2%
0% 50% 100%
Pull and Bear
58%32%
11%
0% 50% 100%
Blue Inc
59%41%
0% 50% 100%
Dorothy Perkins
59%41%
0% 50% 100%
Primark
100%
27
women’s and men’s combined | price tier analysis | Oct '15 | slide 1 of 2
• the charts compare the proportion of each retailer's range (no. of options) that occupy 5 price segments, or tiers, of the market. • each tier represents 20% of the market by price • the market is defined by the competitor set • a detailed explanation of price tier methodology appears in the appendix
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
www.retailmap.com
0% 50% 100%
Guess
100%
0% 50% 100%
G-Star
100%
0% 50% 100%
Diesel
100%
0% 50% 100%
Levi's
4%96%
0% 50% 100%
Urban Outfitters
2%71%
27%
0% 50% 100%
Jack & Jones
7%71%
22%
0% 50% 100%
Gap
1%3%9%
53%34%
28
• the charts compare the proportion of each retailer's range (no. of options) that occupy 5 price segments, or tiers, of the market. • each tier represents 20% of the market by price • the market is defined by the competitor set • a detailed explanation of price tier methodology appears in the appendix
lower
lower middle
middle
upper middle
upper
lower
lower middle
middle
upper middle
upper
women’s and men’s combined | price tier analysis | Oct '15 | slide 2 of 2
www.retailmap.com
29
October 2015
denim jeans | market map positioning
www.retailmap.com
30
women’s denim jeans | market map | Oct ’15 total range size versus average price
• this analysis plots each retailer on a market map in terms of range size (no. of options) and average price of a denim jean. • the size of each retailer’s bubble is relative to their range size. • use this analysis to identify competitor clusters or outlying retailers in the competitive marketplace based on range size and average price position.
AmericanEagle
Debenhams
Diesel
Dorothy Perkins
Gap
G-Star
Guess
H&M
Hollister
Levi's
M&S
New Look
Next
PrimarkPull and Bear
River IslandSuperdry
Topshop
Uniqlo
Zara
£0.00
£10.00
£20.00
£30.00
£40.00
£50.00
£60.00
£70.00
£80.00
£90.00
£100.00
£110.00
£120.00
£130.00
£140.00
£150.00
£160.00
£170.00
10 30 50 70 90 110 130
aver
age
pric
e de
nim
jean
range size
www.retailmap.com
31
men’s denim jeans | market map | Oct ’15 total range size versus average price
AmericanEagle
Blue Inc
BurtonDebenhams
Diesel
Gap
G-Star
Guess
H&M
Hollister
Jack & Jones
Levi's
M&S
New Look
Next
Primark
PullandBear
RiverIsland
Superdry
TopmanUniqlo
UrbanOutfitters
Zara
£0.00
£10.00
£20.00
£30.00
£40.00
£50.00
£60.00
£70.00
£80.00
£90.00
£100.00
£110.00
£120.00
£130.00
£140.00
£150.00
£160.00
£170.00
10 20 30 40 50 60 70 80 90 100
aver
age
pric
e de
nim
jean
range size
• this analysis plots each retailer on a market map in terms of range size (no. of options) and average price of a denim jean. • the size of each retailer’s bubble is relative to their range size. • use this analysis to identify competitor clusters or outlying retailers in the competitive marketplace based on range size and average price position.
www.retailmap.com
32
October 2015
denim jeans | overall promotional analysis
www.retailmap.com
33
denim jeans | range mix by promotion type | no. & % of options | Oct ’15
• the table shows the range mix by promotion type, for each retailer, both as a number of options and percent of the total range. • the data shown is a combined total across women’s and men’s denim jeans. • the table only shows retailers who had promotional activity at the time of the survey.
promotion type American Eagle Blue Inc Burton Deben
hamsDorothy Perkins Gap H&M Hollister Jack &
Jones M&S New Look
River Island Uniqlo Urban
OutfittersSurvey
Average94 - - 4 - - - - 27 - - - - - 42
100% - - 8% - - - - 100% - - - - - 48%- 17 - 6 2 9 1 5 - 4 3 1 3 21 7- 100% - 12% 100% 56% 100% 100% - 100% 100% 100% 100% 100% 27%- - 19 39 - - - - - - - - - - 29- - 100% 80% - - - - - - - - - - 22%- - - - - 7 - - - - - - - - 7- - - - - 44% - - - - - - - - 3%
94 17 19 49 2 16 1 5 27 4 3 1 3 21 19100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
% off
mixed sale
multibuy
£ off
total
www.retailmap.com
34
denim jeans | range mix by promotion or multibuy | no. & % of options | Oct ’15
• the table shows the range mix by promotion or multibuy split, for each retailer, both as a number of options and percent of the total range. • the data shown is a combined total across women’s and men’s denim jeans. • the table only shows retailers who had promotional activity at the time of the survey.
promotion vs. multibuy American Eagle Blue Inc Burton Debenha
msDorothy Perkins Gap H&M Hollister Jack &
Jones M&S New Look
River Island Uniqlo Urban
OutfittersGrand Total
94 17 - 10 2 16 1 5 27 4 3 1 3 21 16100% 100% - 20% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 78%- - 19 39 - - - - - - - - - - 29- - 100% 80% - - - - - - - - - - 22%
94 17 19 49 2 16 1 5 27 4 3 1 3 21 19100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100% 100%
promotion
multibuy
total
www.retailmap.com
35
denim jeans | promotion and depth | % of options | Oct ’15
• the left chart shows the % of a retailers range that is on promotion (promotion or markdown) at the time of the audit. • the right chart shows the depth of promotion, the amount of possible savings, in each retailer at the time of audit represented as a %. • the data shown is a combined total across women’s and men’s denim jeans. • the charts only show retailers who had promotional activity at the time of the survey.
1%
1%
3%
3%
4%
9%
9%
13%
18%
26%
41%
47%
47%
83%
90%
0% 25% 50% 75% 100%
H&M
River Island
M&S
New Look
Uniqlo
Hollister
Dorothy Perkins
Survey Average
Gap
Debenhams
Blue Inc
Jack & Jones
Urban Outfitters
Burton
American Eagle
denim jeans% of options on promotion
20%
20%
25%
27%
31%
32%
34%
38%
38%
38%
50%
50%
57%
58%
72%
0% 25% 50% 75% 100%
Blue Inc
Burton
American Eagle
Debenhams
Urban Outfitters
Survey Average
Gap
River Island
M&S
Hollister
H&M
Jack & Jones
New Look
Dorothy Perkins
Uniqlo
denim jean% depth of promotion
www.retailmap.com
appendix | price tiers methodology & price bands
36
October 2015
www.retailmap.com
original unit price Retailer 1 Retailer 2 Retailer 3 Retailer 4 Retailer 5 Retailer 6 Retailer 7 Retailer 8 Retailer 9 Retailer 10 Survey
TotalSurvey
AverageCummulative
Survey Average£5.00 2 - - - - - - - - - 2 1% 1%£6.00 - 1 - - - - - - - - 1 0% 1%£7.00 - - 3 - - - - - - - 3 1% 3%£9.00 - - 6 - - - - - - - 6 3% 5%£9.99 - - - 3 2 - - - - - 5 2% 7%£10.00 5 5 6 - - 5 - - - - 21 9% 17%£11.00 - - 6 - - - - - - - 6 3% 19%£12.00 - - - - - 1 - - - - 1 0% 20%£12.50 - - - - - - 5 4 - - 9 4% 24%£12.99 - - - 3 - - - - - - 3 1% 25%£13.00 - - 2 - - - - - - - 2 1% 26%£14.00 5 9 - - - 9 4 - - - 27 12% 38%£14.99 - - - 2 2 - - - - - 4 2% 40%£15.00 - - 4 - - - - - 5 - 9 4% 43%£16.00 - - - - - 8 3 - - - 11 5% 48%£16.99 - - - 3 - - - - - - 3 1% 50%£18.00 - - - - - 6 - - - - 6 3% 52%£19.50 - - - - - - - 4 - - 4 2% 54%£19.99 - - - 5 8 - - - - - 13 6% 60%£20.00 - - - - - 3 2 - - 4 9 4% 64%£22.50 - - - - - - - 3 - - 3 1% 65%£22.99 - - - 3 - - - - - - 3 1% 66%£24.99 - - - - 4 - - - - - 4 2% 68%£25.00 - - - - - - 1 10 10 - 21 9% 77%£25.99 - - - 2 - - - - - - 2 1% 78%£26.00 - - - - - - - - - 2 2 1% 79%£27.50 - - - - - - - 3 - - 3 1% 80%£28.00 - - - - - - - - - 4 4 2% 82%£29.50 - - - - - - - 16 - - 16 7% 89%£29.99 - - - - 8 - - - - - 8 4% 93%£30.00 - - - - - - - - 4 2 6 3% 95%£32.00 - - - - - - - - - 2 2 1% 96%£32.50 - - - - - - - 1 - - 1 0% 96%£34.99 - - - - 1 - - - - - 1 0% 97%£35.00 - - - - - - - 1 - - 1 0% 97%£39.50 - - - - - - - 1 - - 1 0% 98%£40.00 - - - - - - - - - 1 1 0% 98%£42.00 - - - - - - - - - 2 2 1% 99%£45.00 - - - - - - - - - 2 2 1% 100%Total 12 15 27 21 25 32 15 43 19 19 228 100% -
• Each product category is split into 5 equal parts in terms of overall number of options
• Each of these 5 equal parts has a price tier name (lower, lower middle etc)
• The price tiers are then added to the database
• If a category can not be split into 5 equal (or roughly equal) tiers then it is excluded from the analysis• This price tier analysis provides a strategic measure of a retailer’s price architecture approach
HIGHEST 20% OF OPTIONS =
UPPER PRICE TIER
example price architecture - no. of options by original price point
LOWEST 20% OF OPTIONS =
LOWER PRICE TIER
SECOND HIGHEST 20% OF OPTIONS =
UPPER MIDDLE PRICE TIER
MIDDLE 20% OF OPTIONS =
MIDDLE PRICE TIER
SECOND 20% OF OPTIONS =
LOWER MIDDLE PRICE TIER
• Each product category is split into 5 equal parts in terms of overall number of options • Each of these 5 equal parts has a price tier name (lower, lower middle etc.) • If a category can not be split into 5 equal (or roughly equal) tiers then it is excluded from the analysis • This price tier analysis provides a strategic measure of a retailer’s price architecture approach
price tier methodology | example price tier architecture – no. of options by original price point
37
If you have any questions or comments on this report, please contact:
Retailmap 4-5 Phoenix Park
Telford Way Stephenson Industrial Estate
Coalville Leicestershire LE67 3HB
UK
T: +44 (0)1530 837399 E: [email protected]
www.retailmap.com
Pricing analysis & research for retailers
