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EUROPEAN APPAREL MARKET - SUMMARY Importadores y Distribuidores Lex van Boeckel – Searce March 2013. THE EU APPAREL MARKET. CONTENTS. Market size Market differences Fast fashion Apparel sub- sectors Knitted and woven clothing Price levels Trends and Future Opportunities.
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Importadores y Distribuidores
Lex van Boeckel – Searce
apparel marketin the world.
4.4% of their total expenditure.
People in the West and the North
People in the West and North are relatively more detached.
(mood or situation)
extremely cold (-15 – 25) with many wet seasons (snow & rain)
often they wear comfortable, practical (waterproof) clothing.
Dress codes at work are more casual. Formal - classics with a twist.
People in the South
People in the South are more extravagant,
leading a more ‘Bourgondian life’
women are dressed more feminine
men are dressed in style.
brands and lively colours.
Brands here have a long tradition and a good reputation.
People in the East
People in the East are rather practical in their choice of clothing.
chains,hypermarkets, factory outlets and second-hand
outlets (e.g. Zara).
Wages are still much lower
sometimes regarded as ‘kitsch’
Mainly for teens, tweenies (pre-teens 8 – 12 years), young people:
Fast fashion retailers: Inditex, Vivarte, Mango, H&M,
Bestseller, Esprit, Next, Arcadia, Benetton, C&A, etc...
28,000 (fast) fashion chain outlets in Europe
non-mainstream fashion – many have a difficult time now.
Largest sub-sector covering trousers & shorts, shirts & blouses,
T-shirts, jerseys & cardigans, dresses & skirts, suits & ensembles,
jackets, blazers & coats.
Jackets, coats, belts, gloves, trousers, leggings, shorts, skirts,
dresses and vests.
Underwear, intimates incl. lingerie & shapewear, bras,
night & indoor wear and hosiery.
Baby jackets, coats, romper suits, vests, pants, napkins, gloves,
mitts and mittens.
Anoraks, tracksuits, swimwear, beachwear, special sportswear
(fitness, racket sports, teamsports, snowsports, golf), outdoor sports.
Development 2006 - 2010
Knitted and wovenclothing
EU Apparel – Product and Mainsuppliers
Portugal, UK, Denmark, Poland, Romania and Bulgaria).
companies has decreased in the past two decades to 47,000 (2010).
(Hugo Boss), Benetton, Triumph, PPR/Gucci (Puma, Gucci), Bestseller
Group (Vero Moda, Jack & Jones, Only), Only the Brave (Diesel),
Pentland (Speedo, Elesse), LVMH (Louis Vuitton, Fendi, DKNY)...
MAIN SUPPLIERS (2010) EU imports € 95 billion (55% from DCs)
There are in Western and Northern EU countries five different price-quality levels
still expanding. Especially in the new EU member states.
- Fickle consumer demand
- Growing competition retailers
- Oversupply of cheap imports
- Increased cotton prices
- Rising wages China.
in Asia – and by diversification in e.g. home furnishings.
Aging population (in 2020 – 50% will be OVER 50 years) new variations .
with producers, retailers and ‘tailor-made’.
€ 1 billion in the EU (UK, Germany, Scandinavia, Switzerland,
Netherlands, France and Italy).
The Eastern EU markets are still expected to show growth
due to a growing middle class and expansion of chains.
within the whole value chain incl. fair trade practices. More variation in styles !
entrepreneurs in on-line selling.
Internet connections are still expanding.
markets and assessment of your risks and weaknesses (SWOT
cluster of countries.
We will give an example on the German market for women’s control underwear.
short terms, long term), choose the right channel, sizing, pricing and promotion.