The UK is full of stores targeting the planet s most desired market; women. The products on offer need to coincide with all the latest trends and the prices need to be affordable. High street companies used to rule this market but consumers are now choosing the convenience of shopping at supermarkets where the clothes are just as stylish yet much cheaper. In order to beat such competition, high street companies need to focus on consumer satisfaction and, by keeping consumers happy, the company will continue to produce profits. This report outlines some of the significant factors that influence the clothing industry. The aim is to examine the trends that have occurred over the last five years in the women s clothing industry, focusing specifically on the affect the improvement of supermarket clothing lines has had on traditional high street companies, if at all