Apparel in France. Customer Service Hotline: Page 1 of 23

Transcription

1 Apparel in France Customer Service Hotline: Page 1 of 23

2 一 调研说明中商情报网全新发布的 Apparel in France 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Apparel in France 出版日期 Jun 2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Apparel industry in Franc e. With this market report, you ll be able to explore in detail the changing shape and potential of the in dustry. You will now be able to plan and build strategy on real industry data and projections. The Apparel in France market research report includes: Analysis of key supply-side and demand trends Detailed segmentation of international and local products Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Customer Service Hotline: Page 2 of 23

3 Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Apparel in France? What are the major brands in France? How dynamic is the growth of clothing and footwear internet sales? What is the performance of women s clothing vs men s clothing? What % of clothing and footwear sales goes through grocery retailers? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Price competition and economic downturn hinder sales Apparel saw a marginal current value decline for the review period as a whole. This was partly due to the widening availability of lowcost imports in the country during the review period, with this trend being encouraged by the lifting of Chinese import quotas in In addition, strong price competition between leading retailers drove down unit price. The economic downturn had the strongest impact, however, weakening consumers b rand loyalty and encouraging consumers to focus on value. Increasingly, consumers waited for price p romotions before buying apparel in order to save money. Slight signs of recovery in 2010 The French economy showed signs of a slow recovery in 2010, with this also encouraging stronger sp ending on apparel. Consumers notably began to treat themselves to affordable items that offer a sense of luxury, fashion or comfort. Clothing accessories performed strongly for example, as consumers co mpensated for not being able to afford higherpriced products by updating their look with buying new belts, scarves or hats. Men and women s night wear also saw good growth thanks to the cocooning trend, with a growing emphasis on relaxing at ho me. Women s underwear also performed well, with women treating themselves to affordable but luxur Customer Service Hotline: Page 3 of 23

4 ious products. Vivarte continues to lead fragmented sales in 2010 Vivarte held a slight but steady lead over other players in apparel in 2010, benefiting from offering a wide range of brands. The company notably benefited from its discount brands La Halle in clothing an d La Halle aux Chaussures in footwear. Other leading players include French companies such as Grou pe Mulliez, Eram and Etam and international players such as H&M and Inditex. Others dominate va lue sales, however, due to the vast number of players present in French apparel. Traditional channels lose share The leading distribution channels for apparel are clothing and footwear specialist retailers and grocery retailers. However, both these channels lost share in 2010 over the previous year, as purchasing patter ns changed. Other nongrocery retailers notably gained share, as many consumers opted to buy apparel at street markets or se cond hand shops in order to save money. Department stores also gained share by offering attractive pri ce promotions and a high quality image. There was also growth in the share of internet retailing as a w idening range of players entered this channel and consumers sought out online bargains. Muted growth ahead for forecast period Apparel is expected to see a stronger constant value performance during the forecast period but growt h rates will continue to be muted for a number of reasons. Firstly, while the French economy is expect ed to return to growth during the forecast period, growth is expected to be sluggish. In addition, heavy government cuts will erode many consumers disposable income levels at the start of the forecast peri od. Consequently, consumers will continue to be cautious in their spending. In addition, strong price c ompetition will continue to be seen within apparel, with retailers and producers using frequent price pr omotions to attract consumers. There will thus continue to be constant value unit price decline during t he forecast period. Table of Contents : Apparel in France - Industry Overview EXECUTIVE SUMMARY Price competition and economic downturn hinder sales Slight signs of recovery in 2010 Vivarte continues to lead fragmented sales in 2010 Customer Service Hotline: Page 4 of 23

5 Traditional channels lose share Muted growth ahead for forecast period KEY TRENDS AND DEVELOPMENTS Growing interest in sports for fitness and fashion Men s apparel boosted by men s growing focus on fashion Price promotions appeal following economic downturn Second hand apparel attracts wider range of consumers Organic clothes growing from a small niche MARKET DATA Table 1 Sales of Apparel by Category: Volume Table 2 Sales of Apparel by Category: Value Table 3 Sales of Apparel by Category: % Volume Growth Table 4 Sales of Apparel by Category: % Value Growth Table 5 Apparel Company Shares Table 6 Apparel Brand Shares Table 7 Sales of Apparel by Distribution Format: % Analysis Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2010 Table 9 Forecast Sales of Apparel by Category: Volume Table 10 Forecast Sales of Apparel by Category: Value Table 11 Forecast Sales of Apparel by Category: % Volume Growth Table 12 Forecast Sales of Apparel by Category: % Value Growth DEFINITIONS Summary 1 Research Sources Apparel in France - Company Profiles adidas AG in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 4 adidas AG: Competitive Position 2010 INTERNET STRATEGY Camaïeu SA in Apparel (France) STRATEGIC DIRECTION Customer Service Hotline: Page 5 of 23

6 KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 7 Camaïeu SA: Competitive Position 2010 INTERNET STRATEGY Dim SA in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 10 Dim SA: Production Statistics 2010 COMPETITIVE POSITIONING Summary 11 Dim SA: Competitive Position 2010 INTERNET STRATEGY Eram SA in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 1 Eram SA: Eram in Metz PRODUCTION Summary 14 Eram SA: Production Statistics 2010 COMPETITIVE POSITIONING Summary 15 Eram SA: Competitive Position 2010 INTERNET STRATEGY H&M Hennes & Mauritz Sarl in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 2 H&M Hennes & Mauritz Sarl: H&M in Metz PRODUCTION COMPETITIVE POSITIONING Summary 18 H&M Hennes & Mauritz Sarl: Competitive Position 2010 INTERNET STRATEGY Customer Service Hotline: Page 6 of 23

7 Inditex, Industria de Diseño Textil SA in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 21 Inditex, Industria de Diseño Textil SA: Competitive Position 2010 INTERNET STRATEGY KIABI Europe SAS in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 3 KIABI Europe SAS: Kiabi in Metz PRODUCTION COMPETITIVE POSITIONING Summary 24 KIABI Europe SAS: Competitive Position 2010 INTERNET STRATEGY Levi Strauss & Co in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING INTERNET STRATEGY Marc Laurent SA in Apparel (France) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 4 Marc Laurent SA: Celio in Metz PRODUCTION COMPETITIVE POSITIONING Summary 29 Marc Laurent SA: Competitive Position 2010 INTERNET STRATEGY Nike France SA in Apparel (France) Customer Service Hotline: Page 7 of 23

8 STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 31 Nike France: Competitive Position 2010 INTERNET STRATEGY Childrenswear in France - Category Analysis HEADLINES TRENDS COMPETITIVE LANDSCAPE Okaïdi was the leading player in childrenswear in 2010, accounting for 9% value share. The Okaïdi b rand benefits from a number of factors, including its large outlet volume, fashionable and ethical imag e, focus on children s individuality and affordable pricing. In addition, Okaïdi also offers the premium Jacadi brand, which has a strong focus on quality and tradition. This latter brand performed strongly i n 2010, boosting the company s overall share marginally, thanks to proving popular for gifts for youn ger children, toddlers and babies. PROSPECTS As the economy improves during the forecast period, grocery retailer Monoprix is planning to open b randed stores for its private label Bout Chou childrenswear range. This lead may well be followed by other grocery retailers such as Carrefour, Leclerc or System U. These players continued to offer childr enswear under the same ranges as adult s outerwear, such as Carrefour s Tex and System U s U Essen tiel. However, the forecast period could well see leading grocery retailers launch more distinctive chil drenswear ranges and also launch their own branded chains. CATEGORY DATA Table 13 Sales of Childrenswear by Category: Volume Table 14 Sales of Childrenswear by Category: Value Table 15 Sales of Childrenswear by Category: % Volume Growth Table 16 Sales of Childrenswear by Category: % Value Growth Table 17 Childrenswear Company Shares Table 18 Childrenswear Brand Shares Table 19 Sales of Childrenswear by Distribution Format: % Analysis Table 20 Forecast Sales of Childrenswear by Category: Volume Table 21 Forecast Sales of Childrenswear by Category: Value Customer Service Hotline: Page 8 of 23

9 Table 22 Forecast Sales of Childrenswear by Category: % Volume Growth Table 23 Forecast Sales of Childrenswear by Category: % Value Growth Clothing Accessories in France - Category Analysis HEADLINES TRENDS Clothing accessories saw a stronger performance than many product areas in apparel in As con sumers continued to cut back on their purchases in many areas of apparel, clothing accessories offered an affordable way to update their look. Consumers thus increasingly bought accessories such as belts in order to improve their outfits or to give an original touch. This trend was also encouraged by strong new product development, with clothing and footwear specialist retailers notably expanding their rang e of clothing accessories to complement their outerwear collections. Specialised accessories stores suc h as Claire's Accessories also encouraged this trend, with this brand benefiting from offering good val ue for money. Accessories were also used as a means of democratising luxury brands, providing a rela tively low-priced entry point to designer brands. COMPETITIVE LANDSCAPE Groupe Mulliez was the clear leader in clothing accessories in 2010, accounting for 15% value share. The company s Kiabi brand is the leading chain in clothing and footwear specialist retailers in France and benefits from its large outlet volume. The chain also benefits from its strong focus on offering fas hions at affordable prices. It was thus ideally placed to take advantage of a growing consumer demand for up-todate clothing accessories at low prices. As a result, the company also saw the strongest growth in valu e share in 2010 over the previous year, gaining over a percentage point. PROSPECTS Ties is expected to continue to see sales decline during the forecast period, with constant value sales dropping by 6%. This will be partly due to an ongoing shift towards casual clothing in the workplace. However, this will not be merely due to volume decline but will instead be due to a sharp drop in cons tant value unit price. Ties can be cheaply produced, with this product area thus likely to attract strong new product development from grocery retailers and lowerpriced clothing and footwear specialist retailers during the forecast period. CATEGORY DATA Table 24 Sales of Clothing Accessories by Category: Volume Table 25 Sales of Clothing Accessories by Category: Value Table 26 Sales of Clothing Accessories by Category: % Volume Growth Table 27 Sales of Clothing Accessories by Category: % Value Growth Customer Service Hotline: Page 9 of 23

10 Table 28 Clothing Accessories Company Shares Table 29 Clothing Accessories Brand Shares Table 30 Sales of Clothing Accessories by Distribution Format: % Analysis Table 31 Forecast Sales of Clothing Accessories by Category: Volume Table 32 Forecast Sales of Clothing Accessories by Category: Value Table 33 Forecast Sales of Clothing Accessories by Category: % Volume Growth Table 34 Forecast Sales of Clothing Accessories by Category: % Value Growth Footwear in France - Category Analysis HEADLINES TRENDS Children s footwear is traditionally an area where parents are unwilling to compromise on quality for fear of damaging children s growing feet. However, the impact of the economic downturn weakened t his stance for many consumers towards the end of the review period. In addition, many consumers wer e encouraged to trade down within children s footwear by the widening range of lowerpriced products on offer. Groupe Mulliez s Kiabi and H&M notably proved successful in 2010 by offe ring low-priced and fashionable children s footwear of a reasonable quality. COMPETITIVE LANDSCAPE Vivarte remained the leading player in footwear in 2010 with a steady value share of 11%. This play er benefits from offering a range of affordable brands. The company s main brands are La Halle aux C haussures and Besson, which offer discount shoes, while Chaussland offers even cheaper shoes in a se lf-service format at prices 20-30% lower than mainstream retailers. André focuses on fashion footwear for men and women, while Minelli offers women s fashion footwear, with a strong focus on offering a wide colour range. PROSPECTS There may well be a further shift back to French production in footwear during the forecast period, w ith this likely to benefit higher-priced French brands with a long tradition. Frenchproduced footwear benefits from a strong reputation for quality and could well thus begin to challenge Italian brands both worldwide and within France. Royer notably began to shift its production back to France at the end of the review period, with other premium footwear brands also likely to follow suit. The growth of luxury French footwear sales is also likely to be encouraged by economic recovery wit hin France during the forecast period. CATEGORY DATA Table 35 Sales of Footwear by Category: Volume Table 36 Sales of Footwear by Category: Value Customer Service Hotline: Page 10 of 23

11 Table 37 Sales of Footwear by Category: % Volume Growth Table 38 Sales of Footwear by Category: % Value Growth Table 39 Footwear Company Shares Table 40 Footwear Brand Shares Table 41 Sales of Footwear by Distribution Format: % Analysis Table 42 Forecast Sales of Footwear by Category: Volume Table 43 Forecast Sales of Footwear by Category: Value Table 44 Forecast Sales of Footwear by Category: % Volume Growth Table 45 Forecast Sales of Footwear by Category: % Value Growth Hosiery in France - Category Analysis HEADLINES TRENDS Hosiery was hit hard by changing trends in women s fashions towards the end of the review period. The growing popularity of leggings hit sales hard, with a growing number of women wearing leggings with skirts and dresses rather than tights or stockings. This trend was particularly pronounced among younger women and teenagers. In addition, there was a trend towards opaque tights, with this coupled with technological advances in yarn, which made tights more robust. Consequently, tights began to las t for longer, with this reducing the frequency of opaque tights. COMPETITIVE LANDSCAPE Sales of hosiery are highly fragmented, with others accounting for 73% value share in This i ncludes a wide range of players, from grocery retailers to premium luxury brands. Others lost almos t a percentage point in value share in the year. This was however not necessarily due to a decline in vo lume share but instead was linked to a shift towards cheaper brands and private label products. Carrefo ur and Leclerc proved particularly successful in private label towards the end of the review period, tha nks to the high quality image of their respective Tex and Tissaia ranges. PROSPECTS The leading branded players will continue to seek to add value to hosiery during the forecast period, in order to combat strong competition from economy imports and private label products. There may w ell be growing interest in organic and ethical hosiery during the forecast period. This trend is expected to particularly impact socks, which are likely to increasingly be offered in organic and fairlytraded cotton. Within tights, there is meanwhile likely to be strong development in functional tights, s uch as those that regulate heat or improve circulation. Following on from Dim s launch of the Body T ouch range in 2010, there is also expected to be a growing focus on quality and comfort. CATEGORY DATA Customer Service Hotline: Page 11 of 23

12 Table 46 Sales of Hosiery by Category: Volume Table 47 Sales of Hosiery by Category: Value Table 48 Sales of Hosiery by Category: % Volume Growth Table 49 Sales of Hosiery by Category: % Value Growth Table 50 Hosiery Company Shares Table 51 Hosiery Brand Shares Table 52 Sales of Hosiery by Distribution Format: % Analysis Table 53 Forecast Sales of Hosiery by Category: Volume Table 54 Forecast Sales of Hosiery by Category: Value Table 55 Forecast Sales of Hosiery by Category: % Volume Growth Table 56 Forecast Sales of Hosiery by Category: % Value Growth Men's Jeans in France - Category Analysis HEADLINES TRENDS Sales of men s jeans suffered during the economic downturn, with current value sales declining by 4 % in 2008 and 2% in Men s jeans tend to be purchased in classic styles, while the durable natur e of these products enabled men to postpone purchases during this time of economic uncertainty. How ever, a return to economic growth resulted in signs of recovery in sales of jeans. Current value sales co nsequently grew by 1% in the year, as volume decline softened. Jeans also benefited from the rising tr end of casual dress in French offices, particularly on Fridays, with many adopting dressdown Fridays. COMPETITIVE LANDSCAPE Men s jeans is highly fragmented, with others accounting for 57% value share in This share also increased by almost two percentage points over the previous year. This was due to the growing po pularity of new brands from Northern Europe, notably Italian brands such as Diesel, Replay and Energ ie. Many of these jeans specialists opened branded outlets towards the end of the review period, thus r esulting in further fragmentation. PROSPECTS Consumers became increasingly focused on environmental and ethical issues during the review perio d, with this trend likely to increasingly impact men s jeans during the forecast period. Levi Strauss an d Carrefour notably abandoned the use of sandblasting for jeans in 2010 due to concerns over the impa ct of this technique on the health of those producing jeans. Levi Strauss also committed to reducing its use of water during the forecast period. Organic jeans remained a tiny niche at the end of the review p eriod but a number of brands are considering the launch of organic ranges for the forecast period, incl Customer Service Hotline: Page 12 of 23

13 uding Rica Lewis, Levi s and Celio. CATEGORY DATA Table 57 Sales of Men s Jeans: Volume Table 58 Sales of Men s Jeans: Value Table 59 Sales of Men s Jeans: % Volume Growth Table 60 Sales of Men s Jeans: % Value Growth Table 61 Sales of Men s Jeans by Type: % Volume Breakdown Table 62 Sales of Men s Jeans by Type: % Value Breakdown Table 63 Men s Jeans Company Shares Table 64 Men s Jeans Brand Shares Table 65 Forecast Sales of Men s Jeans: Volume Table 66 Forecast Sales of Men s Jeans: Value Table 67 Forecast Sales of Men s Jeans: % Volume Growth Table 68 Forecast Sales of Men s Jeans: % Value Growth Men's Outerwear in France - Category Analysis HEADLINES TRENDS Traditionally, a large share of the sales of men s outerwear stems from purchases by women. Marc L aurent s leading brand Celio for example estimates that around 50% of its sales are to women. Howev er, a growing number of men are shopping for their own clothes and not merely relying on the women in their life to define their style. French men are increasingly focused on looking good, especially at w ork, with this trend particularly strong among younger men aged 30-years-old or less. Men aged 45- yearsold or older are meanwhile more content to rely upon purchases by the women in their life. This growi ng interest from younger men shaped the approach of players in men s outerwear, with a growing focu s on offering affordable urban fashions. COMPETITIVE LANDSCAPE Marc Laurent was the leading player in men s outerwear (excluding jeans) in 2010 with 8% share, be nefiting from the strength of its Celio brand. This company was followed by Association Familiale M ulliez with 6% share for its Jules brand. These brands specialise in men s clothing, which offers them a strong advantage. They also benefit from large networks of branded shops and from offering afforda ble prices. PROSPECTS Fashion is expected to become increasingly significant within men s outerwear (excluding jeans) dur Customer Service Hotline: Page 13 of 23

14 ing the forecast period, with this potentially challenging the leading players shares. This trend will be due to a number of factors. France s economic recovery during the forecast period will result in higher disposable income levels, enabling men to spend more on clothing. There will also continue to be a gr owing focus on appearance among men, which will further encourage an interest in fashion trends. Thi s trend is also expected to be driven by changes to the customer base for men s outerwear, with a grow ing number of men buying their own clothes, rather than relying on women s purchases. This trend wi ll be particularly strong among younger men aged below 35-yearsold, with these men generally more interested in looking up-to-date than older groups. CATEGORY DATA Table 69 Sales of Men s Outerwear: Volume Table 70 Sales of Men s Outerwear: Value Table 71 Sales of Men s Outerwear: % Volume Growth Table 72 Sales of Men s Outerwear: % Value Growth Table 73 Men s Outerwear Company Shares Table 74 Men s Outerwear Brand Shares Table 75 Sales of Men s Outerwear by Distribution Format: % Analysis Table 76 Forecast Sales of Men s Outerwear: Volume Table 77 Forecast Sales of Men s Outerwear: Value Table 78 Forecast Sales of Men s Outerwear: % Volume Growth Table 79 Forecast Sales of Men s Outerwear: % Value Growth Table 80 Apparel Size Chart for Men: Kiabi Table 81 Apparel Size Chart for Men: Zara Homme Table 82 Apparel Size Chart for Men: La Redoute Men's Underwear, Nightwear and Swimwear in France - Category Analysis HEADLINES TRENDS Men's women's underwear, nightwear and swimwear benefited from a growing interest in fashion to wards the end of the review period. Men increasingly favoured products offering strong colours and d esign, with these particularly appealing to men aged 30-yearsold or under. This trend also resulted due to the shift from female to male shoppers, with men increasi ngly buying their own products. While men's underwear, nightwear and swimwear were mainly purch ased by wives and mothers, the main focus was on traditional boxers and briefs in white, black or grey. However, now that men are increasingly purchasing their own items there is a growing interest in col our, pattern and design. Customer Service Hotline: Page 14 of 23

15 COMPETITIVE LANDSCAPE Men's underwear, nightwear and swimwear is highly fragmented, with a huge range of players prese nt in this area. These include small luxury brands such as Kanabeach and underwear, nightwear and s wimwear specialists such as Eminence but also grocery retailers such as Carrefour and Auchan, gener al apparel retailers such as Kiabi and numerous economy imports. Consequently, others has a strong dominance within men's underwear, nightwear and swimwear, accounting for 80% value share in PROSPECTS Internet retailing is expected to become increasingly important for men's underwear, nightwear and s wimwear during the forecast period. Many men are not fond of shopping and are highly brand loyal w ithin this product area. For these men, the internet offers an ideal time- and effortsaving retail channel, enabling them to browse products on offer from their favourite brands when co mmuting or at home. The high level of brand loyalty seen in men's underwear, nightwear and swimwe ar is likely to result in dedicated brand websites performing particularly well in this area during the for ecast period. Triumph s HOM already benefited from a strong internet retailing presence at the end of the review period, while Eminence is expected to be particularly active in this channel during the forec ast period. CATEGORY DATA Table 83 Sales of Men s Underwear, Nightwear and Swimwear by Category: Volume Table 84 Sales of Men s Underwear, Nightwear and Swimwear by Category: Value Table 85 Sales of Men s Underwear, Nightwear and Swimwear by Category: % Volume Growth Table 86 Sales of Men s Underwear, Nightwear and Swimwear by Category: % Value Growth Table 87 Men s Underwear, Nightwear and Swimwear Company Shares Table 88 Men s Underwear, Nightwear and Swimwear Brand Shares Table 89 Sales of Men s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis Table 90 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: Volume Table 91 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: Value Table 92 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: % Volume Gr owth Customer Service Hotline: Page 15 of 23

16 Table 93 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: % Value Gro wth Women's Jeans in France - Category Analysis HEADLINES TRENDS Sales of jeans were bolstered in 2010 by growing interest in valueadded jeans. Sales of everyday jeans continued to decline in the year, due to the ongoing impact of the economic downturn. However, new fashions bolstered sales in the year, with these often filtering dow n from designer ranges. Tiedyed jeans, cropped leg lengths, innovative colour washes and embroidered jeans all saw strong growt h. COMPETITIVE LANDSCAPE There are a cluster of players in the lead in women s jeans. The leading players in 2010 were Vivarte and Esprit, with these players accounting for 12% value share each. Vivarte and Esprit are followed b y Groupe Mulliez with 10% share, Inditex with 9% share and H&M with 7% share. These players owe their strength to a combination of fashion and affordable prices and a close targeting of the key consu mer base of women aged yearsold. Esprit was the leading brand in 2010, with this brand offering frequently updated collections and a range of prices. Vivarte meanwhile followed a dualbrand strategy, including the discount brand La Halle and the premium youth fashion brand Kookaï. PROSPECTS There is expected to be resurgence in economy and standard women s jeans sales during the forecast period. The fashion trends that boosted first super premium and then premium jeans towards the end o f the review period are expected to rapidly filter down to lower price bands at the start of the forecast period. Simultaneously, the country will maintain slow but steady economic growth, with this boostin g disposable income levels and encouraging women to purchase jeans with greater frequency. CATEGORY DATA Table 94 Sales of Women s Jeans: Volume Table 95 Sales of Women s Jeans: Value Table 96 Sales of Women s Jeans: % Volume Growth Table 97 Sales of Women s Jeans: % Value Growth Table 98 Sales of Women s Jeans by Type: % Volume Breakdown Table 99 Sales of Women s Jeans by Type: % Value Breakdown Table 100 Women s Jeans Company Shares Customer Service Hotline: Page 16 of 23

17 Table 101 Women s Jeans Brand Shares Table 102 Forecast Sales of Women s Jeans: Volume Table 103 Forecast Sales of Women s Jeans: Value Table 104 Forecast Sales of Women s Jeans: % Volume Growth Table 105 Forecast Sales of Women s Jeans: % Value Growth Women's Outerwear in France - Category Analysis HEADLINES TRENDS The main customer base for women s outerwear is young women, particularly those aged yearsold. However, these women were among the most affected by the crisis, with a marked rise in youth u nemployment levels in France towards the end of the review period. Consequently, there were notable changes in purchasing patterns in the last three years of the review period, with some of these intensif ying in Young women sought to be more careful in their clothing purchases, with most buying f ewer items and increasingly only purchasing products when they have been reduced in sales. In 2010, discounted items are estimated to have accounted for around a third of overall value sales in women s outerwear (excluding jeans). COMPETITIVE LANDSCAPE Women s outerwear (excluding jeans) is highly fragmented, with numerous small players in all price ranges. The leading players in 2010 are however those who are able to offer a wide range of clothing, including frequently updated fashion lines, at low prices. In 2010, Vivarte led with a steady 8% value share, followed by Groupe Mulliez with 6% share, Inditex and Etam with 5% value share each and Ca maïeu and H&M with 4% share. PROSPECTS The leading players in women s outerwear (excluding jeans) are expected to increasingly focus on pl ussize clothing during the forecast period. An ongoing rise in the number of overweight and obese Frenc h women will force this trend. Many French women are reluctant to shop at dedicated plussize shops, due to the stigma attached to excessive weight in the country. Consequently, discreet plussize ranges in mainstream fashionoriented brands are likely to prove increasingly popular, particularly if these offer flattering and freque ntly-updated variants of current fashion trends. CATEGORY DATA Table 106 Sales of Women s Outerwear: Volume Customer Service Hotline: Page 17 of 23

18 Table 107 Sales of Women s Outerwear: Value Table 108 Sales of Women s Outerwear: % Volume Growth Table 109 Sales of Women s Outerwear: % Value Growth Table 110 Women s Outerwear Company Shares Table 111 Women s Outerwear Brand Shares Table 112 Sales of Women s Outerwear by Distribution Format: % Analysis Table 113 Forecast Sales of Women s Outerwear: Volume Table 114 Forecast Sales of Women s Outerwear: Value Table 115 Forecast Sales of Women s Outerwear: % Volume Growth Table 116 Forecast Sales of Women s Outerwear: % Value Growth Table 117 Apparel Size Chart for Women: Zara Table 118 Apparel Size Chart for Women: Etam Table 119 Apparel Size Chart for Women: Pimkie Women's Underwear, Nightwear and Swimwear in France - Category Analysis HEADLINES TRENDS Women s underwear sales declined in both volume and current value terms in 2008 and 2009 but rec overed in 2010 as women traded up. The economic downturn resulted in consumers seeking to save m oney and thus reducing their frequency of purchase. There was also growing interest in the cheapest pr oducts. This was partly due to the widening availability of economy underwear and price promotions. Following the lifting of Chinese import quotas in 2005, the share of lowerpriced Chinese imports rose dramatically. These products are often used for attractive price promotion s, with sales via price promotions reaching a peak of 27% of total value sales in COMPETITIVE LANDSCAPE Etam is the leading player in women's underwear, nightwear and swimwear with 8% value share in However, the top three players are closely clustered, with Chantelle and Triumph accounting for 7% value share each in the year. Etam benefits from its large outlet volume and overall strength in wo men s apparel, alongside its offer of an Etam Lingerie store-instore at each outlet. Chantelle meanwhile benefits from its long history in France and its focus on com fort and shape in women s underwear, with these being of primary concern to many French women. T riumph is also focused on fit and comfort and is a leading player in swimwear. PROSPECTS The French population is ageing and gaining weight. Therefore, companies in women's underwear, n ightwear and swimwear need to increasingly appeal to a wider variety of age groups and sizes. This is Customer Service Hotline: Page 18 of 23

19 expected to result in the development of upscale multibrand stores specifically for mature women or for plus sizes during the forecast period. Some players a lready started to target older women towards the end of the review period. Playtex launched a marketi ng campaign called Design My Life towards the end of 2010, with this targeting the mature woman who knows her body and who looks for comfort and quality. This campaign will continue into 2011 a nd is expected to encourage other leading players to launch similar campaigns. CATEGORY DATA Table 120 Sales of Women s Underwear, Nightwear and Swimwear by Category: Volume Table 121 Sales of Women s Underwear, Nightwear and Swimwear by Category: Value Table 122 Sales of Women s Underwear, Nightwear and Swimwear by Category: % Volume Growth Table 123 Sales of Women s Underwear, Nightwear and Swimwear by Category: % Value Growth Table 124 Women s Underwear, Nightwear and Swimwear Company Shares Table 125 Women s Underwear, Nightwear and Swimwear Brand Shares Table 126 Sales of Women s Underwear, Nightwear and Swimwear by Distribution Format: % Anal ysis Table 127 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: Volume Table 128 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: Value Table 129 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: % Volum e Growth Table 130 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: % Value Growth 访问中商情报网 : 报告在线阅读 : 三 研究机构 Customer Service Hotline: Page 19 of 23

20 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务 研究咨询 项目咨询 内容行业研究报告 行业投资咨询报告 市场调查项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立 Customer Service Hotline: Page 20 of 23

21 项 产业园区规划咨询 投行咨询专项咨询竞争情况调研数据库咨询 PE 及 VC 投资咨询 IPO 咨询消费者研究 渠道研究 营销咨询 管理咨询 市场进入策略咨询竞争对手调研及监测 竞争策略研究 竞争环境研究 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研中国行业财务数据库 中国企业财务数据库 产品进出口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称 联系人 地址 邮编 部门 联系电话 手机 Customer Service Hotline: Page 21 of 23

22 传真 报告名称 : Apparel in France 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 联 系 方 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) Customer Service Hotline: Page 22 of 23

23 法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 23 of 23