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EUROPEAN APPAREL MARKET - SUMMARY Importadores y Distribuidores Lex van Boeckel – Searce March 2013 PowerPoint Presentation
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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

March 2013




  • Marketsize
  • Marketdifferences
  • Fastfashion
  • Apparel sub-sectors
  • Knitted and wovenclothing
  • Price levels
  • Trends and Future
  • Opportunities

Theeuapparel MARKET size


  • EU apparel market € 311 billion in


  • Europe (27 countries) is the largest

apparel marketin the world.

  • 30% of the global market.
  • Europe (EU 27) is followed by:
  • North America (USA + Canada) - 29%,
  • Asia Pacific (including Japan) - 27%,
  • Latin America - 6%
  • Other regions - 7%.



  • More differences than the USA.
  • EU market is hightly fragmented and competitive.
  • Diversity in outfits in the North, West, South and in the East being related to climate and culture.
  • Germany is the largest market.
  • Italy, France, UK leaders in fashion trends.
  • Consumer spending on clothing:
  • German consumers spent around

4.4% of their total expenditure.

  • Danish consumers spent 5.6%
  • Polish consumers spent 2.2%.


People in the West and the North

People in the West and North are relatively more detached.

  • Women are more emancipated by wearing what they want.

(mood or situation)

  • People in the North are more relaxed. The climate can be

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.

  • Women dress up for special occasions or when going out.
  • Consumers here are well aware of sustainability issues (transparency).

euapparel MARKET differEnces

People in the South

People in the South are more extravagant,

leading a more ‘Bourgondian life’

    • There is more a ‘flirt culture’

women are dressed more feminine

men are dressed in style.

  • In Italy, France and Spain designs are

very diverse.

  • There is more personalisation by designs,

brands and lively colours.

  • Less ‘mainstream fashion followers’.

Brands here have a long tradition and a good reputation.

  • But large difference between people in cities and on countryside.

euapparel MARKET differences

People in the East

People in the East are rather practical in their choice of clothing.

  • Younger people are attracted to western style clothing.
  • New countries increasingly exposed to western clothing

chains,hypermarkets, factory outlets and second-hand

outlets (e.g. Zara).

  • Big mainstream brands are very important = high quality.

Wages are still much lower

  • Formal clothing styles are quite pronounced

sometimes regarded as ‘kitsch’


Fastfashion in THE eu


Mainly for teens, tweenies (pre-teens 8 – 12 years), young people:

  • ‘Standardized outfits’
  • Fashionable
  • Low in price
  • Heavily promoted
  • Product development is vital
    • up to 6 collections per year – or more
    • Many teens want to look like adults and stars.

Fast fashion retailers: Inditex, Vivarte, Mango, H&M,

Bestseller, Esprit, Next, Arcadia, Benetton, C&A, etc...

 28,000 (fast) fashion chain outlets in Europe

        • incl. clothing discounters e.g. Primark, Takko, Kiabi, Gémo...
    • Independent fashion stores offering medium-high range,

non-mainstream fashion – many have a difficult time now.


Eu apparelmarket sub-sectors


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.


Eu apparelmarket sub-sectors

Development 2006 - 2010


Eu apparel MARKET sub-sectors

Knitted and wovenclothing


Sub-sector - knitted and woven

EU Apparel – Product and Mainsuppliers

  • Around € 74 billion of knitted & woven clothing was made in Europe (Italy, France, Germany, Spain,

Portugal, UK, Denmark, Poland, Romania and Bulgaria).

  • Most was exported to the EU countries and to the BRICS-countries.
  • Due to more outsourcing (Asia), the number of medium-large sized textile

companies has decreased in the past two decades to 47,000 (2010).

  • Main importing manufacturers/brands were: Adidas, Valentino Fashion

(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)

  • China (import share was 25%), Turkey (8%), Bangladesh (6%), India (4%), Morocco (2%), Tunisia (2%), Vietnam, Indonesia, Pakistan, Sri Lanka, Cambodia and Egypt...
  • Fast growing: Albania, Moldova, Mexico, Philippines, Laos, Honduras, Colombia, Nepal, Mongolia and Armenia.
  • Other EU countries, USA, Canada and Asian countries such as South Korea, Taiwan, Malaysia, Singapore are excluded here.


Price levels

There are in Western and Northern EU countries five different price-quality levels

  • The low-middle segments taking up high share of the EU apparel market.
  • Lower segments are more represented in Eastern EU countries.

EU apparelmarket


  • Fast fashion is still rising - clothing retailers and hypermarkets

still expanding. Especially in the new EU member states.

  • Pressurized margins for all actors in the value chain.

- Fickle consumer demand

- Growing competition retailers

- Oversupply of cheap imports

- Increased cotton prices

- Rising wages China.

  • H&M and Zara are still doing well - compensation by new business

in Asia – and by diversification in e.g. home furnishings.

  • However - Fast fashion is slowing down:
    • Changing consumer behaviour & confidence
    • Growing fatigue to keep up with trends.
  • Move away from mainstream fashion.
  • Boho style and Vintage still popular.
  • Trading up to better quality clothing that is comfortable and lasts longer.

euapparel MARKET


Aging population (in 2020 – 50% will be OVER 50 years)  new variations .

  • Consumers are:
  • more individualising
  • more professionalising
  • more influenced by media
  • more participatory – they want to interact more

with producers, retailers and ‘tailor-made’.

  • more keen on prices – value for money.
  • Private label quality has improved – Germany.
  • claiming more for social and ecological responsibility.
  • Ethical fashion market was € 10 billion in the USA and around

€ 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.


EU Apparelmarket


  • Around 100 countries supplied the EU with clothing and textiles in 2010.
  • Countries in Latin America produced less than 5% of the EU’s apparel supplies

Big challenge!

  • Smart combinations of Fashion – Comfort and Convenient/Functionality.
  • Fashion accessories (shawls, hats, gloves..) that go well with your e.g. dresses


  • Clothing for the plus size segment.
  • Diversity in the European consumers (immigrants) and the growing tourist market (China, Russia)
  • Eco and Ethical fashion e.g. by using organic cotton, sustainable principles

within the whole value chain incl. fair trade practices. More variation in styles !

  • On-line salesare still increasing due to busier lifestyles, new small

entrepreneurs in on-line selling.

Internet connections are still expanding.


euapparel MARKET

Key Succesfactors

  • Good comprehension of your market potential and key target

markets and assessment of your risks and weaknesses (SWOT


  • As the EU market is quite diverse focus on one country - or a

cluster of countries.

  • Clever product/market combinations based on a good knowledge of the market.

We will give an example on the German market for women’s control underwear.

  • Don’t just compete on price as the Asian countries do.
  • Strategy: Know how to (co-) design, assess future trends within your target market (seasonal,

short terms, long term), choose the right channel, sizing, pricing and promotion.

  • Supply: If you supply to fast fashion retailers try to be geared up to make short runs, do more preplanning and use collaborative software with your customer.