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市場調查報告書
歐洲便宜服飾零售市場
Value Clothing in European Retail
| 出版商 |
Datamonitor |
| 出版日期 |
2009年09月 |
商品編碼 |
100877 |
| 內容資訊 |
英文 146 pages |
| 價格 |
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歐洲便宜服飾零售市場 是由出版商Datamonitor在2009年09月所出版的。
這份英文市場調查報告書包含146 pages 價格從美金3640起跳。
回歸樸時風尚及即時・風尚的崛起等消費者行為的變化正在進行當中，加上失業率升高，市場正成為由低價主導的結構。
本報告書內容包括：歐洲便宜服飾市場介紹、EU27國2003年至2007年間的市場規模、銷售總額、成長相關資料分析、總支出額、商店面積、商店數、銷售總額密度、主要企業概要、主要5個市場分析等。內容綱要摘記如下：
第1章 實施概要
- 歐洲便宜服飾零售業者的不景氣
- 消費者因為不景氣轉而消費便宜服飾意味著更重於價值的零售計畫奏效
- 便宜服飾市場是衰退的整體服飾市場中的成長領域
- 便宜服飾零售業者必須面對中型企業的折扣戰
- Tesco的成長趨緩及Primark的成長
- Primark的銷售重點是流行性及銷定年輕人市場
- 英國時尚業的嚴峻狀況將在歐洲整體市場中重複上演
- C&A的Avanti的失敗
- ABF的Primark與C&A的Avanti的競爭
- Primark的競爭對手Kik及Takko
- H&M應將力量於在既有店面的成長上
- TKMaxx特有的商業模式
- Primark等便宜服飾零售業者應正視倫理問題
- 便宜零售業者的策略決策
- 關於打進海外市場的決策
- 現在雖是便宜服飾零售業者的成長期，但不可掉以輕心
第2章 服飾市場的結構
- EU27國的服飾支出在過去10年當中首度減少
- 專賣店的銷售總額減少
- 專賣店的的銷售面積也停止擴大
- 銷售密度壓力
- 商店數量長期減少
- EU的服飾專賣店的平均每家的銷售金額約為50萬歐元
- 2008年服飾專賣店的的平均商店面積為156㎡
第3章 策略課題
- 經濟狀況
- 歐元利率創過去新低水準
- 沒有通膨的徵兆
- 失業的時限炸彈
- EU低價零售業者的機會
- 大歐洲便宜服飾零售業者國際化及進入市場狀況
- 多角策略
- 網路及多通路的發展
- 非專賣業者
- 折扣
- 倫理問題及環保考量
第4章 法國
- 價值鏈成長/強化的可能性
- 最近的主要事件
- 預測：價值鏈長期來說望成長
第5章 德國
- 便宜服飾將穩健成長
- 最近的主要事件
- 預測：競爭將愈來愈激烈
- Kik及Takko
第6章 義大利
- 自由分配的支出減少
- 最近的主要事件
- 預測：不景氣後，M&A將可望更加活躍
第7章 西班牙
- 嚴重不景氣的影響
- 最近的主要事件
- 預測：對西班牙人而言，不景氣時即時風尚有其吸引力
第8章 英國
- 便宜服飾市場已成熟且競爭激烈
- 最近的主要事件
- 預測：低成本的大企業佔有優勢
第9章 企業比較
第10章 C&A
- Avanti關門
- 最近的主要事件
- 財務狀況
- 商店
- 預測：C&A的經營型態有必要持續發展
第11章 H&M
- 全球流行服飾零售業者
- 最近的主要事件
- 財務狀況
- 商店
- 預測：以新的顧客層為目標市場，威脅Inditex
第12章 KIABI
- 將重點於在歐洲市場的法國主要便宜服飾零售業者
- 最近的主要事件
- 財務狀況
- 商店
- 預測：會是C&A及Primark的威脅？
第13章 NEW LOOK
- 也以連鎖店的方式在EU以外的地區發展
- 最近的主要事件
- 財務狀況
- 商店
- 預測：英鎊貶值造成壓力
第14章 PRIMARK
- 銷售金額密度凌駕競爭對手
- 最近的主要事件
- 財務狀況
- 商店
- 預測：必須處理更積極的倫理問題
第15章 TK MAXX
- 加入價值鏈對TK Maxx有利
- 最近的主要事件
- 財務狀況
- 商店
- 預測：現在是打進歐洲市場的時候
附錄
Abstract
Introduction
We think that a massive shift in consumer behavior is under way we are
witnessing the return to frugality and the fast fashion and value players are
ideally positioned to exploit this with their proposition of cheap
fashionability. Moreover as unemployment levels are set to rise to levels
unimaginable a few years ago the hegemony of low price will become endemic.
Scope of this research
- Proprietary data on market value, specialists sales and growth 2003 - 2008
data for each of the 27 EU countries.
- Key data on total expenditure, selling space, store numbers, sales
densities and per capita expenditure for each of the 27 EU countries.
- Comprehensive profiles of C&A, H&M, Kiabi, New Look, Primark and TK Maxx
with a detailed analysis of core strengths and weaknesses and future outlook
- Detailed chapters on five core European clothing markets, with analysis of
leading value players, recent developments and future outlook.
Research and analysis highlights
For European value clothing retailers it is recession boom time, as consumers
find themselves slogging through the starkest economic landscape. We expect
that the recession will end sometime in 2010 for the totality of the EU 27.
That would make the current crisis the longest and probably deepest downturn
since the Great Depression.
Value is a growing segment in a declining sector, as overall clothing volumes
are down. Depressed consumer spending levels and dearth of credit availability
in combination with anxious and unsettled clothing specialists will conspire
to produce one of the worst years for the pan European clothing sector on
record
As Tesco' s halo has slipped somewhat in the recession, Ireland' s Primark is
set to take up the torch of sharpest and most feared retailer from the British
Isles. A superb business model, strong growth, outstanding benchmarks and
sales densities have struck fear into the hearts of its European rivals from
C&A to Kiabi.
Key reasons to purchase this research
- Identify the key trends and issues in clothing retail in Europe and design
strategies to exploit opportunities and minimise risk.
- Assess market potential and threats by accessing sector size data and
seeing how consumers and retailers have reacted to recent economic turbulence.
- Comprehensive profiles provide essential information on business models
and performance measures both crucial for benchmarking businesses.
Table of Contents
EXECUTIVE SUMMARY
- It is recession boom time for European value clothing retailers,
- Consumers trading down as a reaction to the recession means that every
retail proposition with a strong and deep value focus should do well.
- Value is a growing segment in a declining sector, as overall clothing
volumes are down.
- However in recessionary times the value players will have to contend with
strong discounting from middle market players
- As Tesco' s halo has slipped somewhat in the recession, Ireland' s Primark
is set to take up the torch of sharpest and most feared retailer from the
British Isles.
- The fashionability and the focus on a young demographic are perhaps
Primark' s unique selling points and something much of the competition
obviously lacks - with perhaps the exception of H&M.
- The harsh lesson UK fashion multiples had to learn in recent years stands
to be repeated across the continent.
- Indeed C&A' s capitulation of its Avanti fascia makes us unsure about the
retailer' s future prospects altogether,
- As such the race between ABF' s Primark and C&A' s Avanti to conquer the
European value clothing market has come to a premature conclusion.
- Kik and Takko look the most interesting competitors to Primark for the
young value fashion crown
- H&M need to focus on l-f-l growth.
- TKMaxx is a class apart, as it operates a different business model without
a dedicated private label line.
- That said, Primark and the value fashion retailers in general need to
focus their efforts on ethical issues as clothing retailing in consumers'
perception has become holistic.
- For the value players strategic decisions need to be made about store
locations, and management will have to choose between offensive and defensive
tactics in terms of expansion abroad also.
- Another key decision will have to be taken about foreign expansion.
- Now is the time to grow and the value clothing specialists should not sit
idly by while the hypermarkets and grocery discounters battle it out amongst
themselves at the value end of the market.
CLOTHING MARKET STRUCTURE
- First major fall in a decade in EU27 clothing expenditure
- Per capita figures demonstrate catch up potential of newer member states
- Specialists sales follow downward trend
- Specialists space growth stagnates
- Pressure on sales densities builds
- Store numbers continue long term decline
- Average sales per specialist clothing store in EU about to reach €
500,000 ...
- ... while specialist clothing store average sizes spanned 156sq m range in
2008
STRATEGIC ISSUES
- Economic picture - GDP crawls back up
- Euro interest rate remains at historic lows
- No sign of inflation yet
- Unemployment time bomb
- Massive opportunity for EU value players
- Internationalisation and emergence of pan-European value clothing retailers
- Diverse strategies stretch value model
- Migration online and multichannel development
- Non-specialists - from Aldi to Tesco - threaten specialist value
players
- Discounting - more competition on low cost front
- Ethical concerns and the environmental implications of throwaway fashion
FRANCE
- Potential for value chains to grow and consolidate
- Recent key events
- Varying growth strategies for French value chains
- Outlook - value chains will expand long term regardless of midmarket
discounts
GERMANY
- Value clothing sales grow robustly
- Recent key events
- C&A pulls Avanti out of race
- Outlook - competition in value clothing will increase
- Kik and Takko expand in town centers and shopping malls
ITALY
- Discretionary cutbacks
- Recent key events
- Outlook - expect more M&A activity post-recession
SPAIN
- Severe economic downturn takes toll
- Recent key events
- Outlook - fast fashion value (like Primark) appeals to Spaniards in
financial tough times
UK
- Value clothing well established and highly competitive
- Recent key events
- Outlook - low cost operators with scale will prevail
COMPANY COMPARISONS
- Sales
- Value positioning
- Stores
- Sales densities slip
C&A
- Shuts down Avanti value fast fashion format in Germany and Poland
- Recent key events
- Avanti throws in the towel
- Financials
- Stores
- Outlook - C&A format needs continual development for mature markets
H&M
- Global fashion retailer
- Recent key events
- Financials
- Stores
- Outlook - closes on Inditex by targeting new customer groups
KIABI
- France' s leading value clothing retailer focuses on Europe
- Recent key events
- Financials
- Stores
- Outlook - a serious threat to C&A and Primark?
NEW LOOK
- Develops beyond EU through franchises
- Recent key events
- Financials
- Stores
- Outlook - under pressure from weak sterling
- (Untitled sub-section)
PRIMARK
- Density towers over rivals
- Recent key events
- Financials
- Group 24 weeks ended February 28, 2009
- UK year to September 2008
- UK 40 weeks to June 20, 2009
- Stores
- Outlook - needs to manage ethical stance more proactively
TK MAXX
- Flight to value plays into TK Maxx' hands
- Recent key events
- Financials
- Stores
- Outlook - now is the time to break into Europe
APPENDIX
- Definitions
- Value clothing market definition 2009
- Glossary
- Abbreviations
- Financial statistics - VAT
- Source - Verdict Research
- Verdict Research consulting
- Disclaimer
TABLES
- Table: EU clothing expenditure (€ m) by country 2003-2008
- Table: EU clothing expenditure growth rates by country 2003-2008e
- Table: EU27 clothing expenditure ranking matrix 2008
- Table: Sales through specialist clothing retailers of EU27 2003-2008e
- Table: Clothing s pecialists sales growth rates by country EU27 2003-2008e
- Table: EU27 clothing specialists sales ranking matrix 2008
- Table: Clothing specialists selling space (000 sq m) estimates by country
2003-2008e
- Table: C lothing specialists space growth by country 2003-2008e
- Table: EU27 c lothing specialists selling space ranking matrix 2008
- Table: EU27 clothing specialists store numbers estimates by country
2003-2008
- Table: EU27 clothing specialists estimated store numbers by country
2003-2008
- Table: EU27 clothing specialists store numbers ranking matrix 2008
- Table: Latest GDP data August 2009
- Table: Monthly HICP rates y-o-y Jan-Jul 2009
- Table: Monthly unemployment rates y-o-y Jan 2009-Jun 2009
- Table: Value clothing market definition 2009
- Table: A selection of European value clothing retailers EU27 store
portfolios - summer 2009
- Table: French clothing expenditure and value retailers sales 2003-2008
- Table: German clothing expenditure and value retailers sales 2003-2008
- Table: Italian clothing expenditure and value retailers sales 2003-2008
- Table: Spanish clothing expenditure and value retailers sales 2003-2008
- Table: UK clothing expenditure and value retailers sales 2003-2008
- Table: Leading European value clothing retailers sales (ex VAT) 2008/09
- Table: Leading European value clothing retailers stores and space 2008/09
- Table: C&A company overview 2009
- Table: C&A benchmarks in EU27 year ended February 2008 and 2009
- Table: C&A trading record 2004-2009
- Table: C&A EU trading record by country 2007/08 and 2008/09
- Table: C&A European store portfolio February 2009
- Table: H&M company overview 2009
- Table: H&M benchmarks in EU27 year ended November 2007 and 2008
- Table: H&M trading record (SEKm) 2004-2008
- Table: H&M trading record (€ m) 2004-2008
- Table: H&M sales by country (SEKm) 2007 and 2008
- Table: H&M net sales by country (€ m) 2007 and 2008
- Table: H&M store portfolio 2007 and 2008
- Table: Kiabi company overview 2009
- Table: Kiabi benchmarks year ended December 2007 and 2008
- Table: Kiabi trading record 2003-2008
- Table: Kiabi store portfolio 2002-2008
- Table: Kiabi store portfolio country split Dec 2008 and April 2009
- Table: New Look company overview 2009
- Table: New Look benchmarks (EU only) year ended March 2008 and 2009
- Table: NNew Look Group trading record 2004-2009
- Table: New Look Group sales changes % by country 2004-2009
- Table: New Look Group trading record by country 2004-2009
- Table: New Look group store portfolio 2007-2009
- Table: New Look sales area by country (000 sq m) 2007-2009
- Table: Primark company overview 2008
- Table: Primark benchmarks years 2007-2008
- Table: Primark EU trading record (£) 03-2008
- Table: Primark EU trading record (€ ) 2003-2008
- Table: Primark UK trading record 1999-2009e
- Table: Primark UK trading record 2002-2008 in €
- Table: Primark store portfolio as at March 2008 and June 2009
- Table: Primark selling space provision 2008 and 2009
- Table: Primark UK store portfolio 1999-2009e
- Table: TK Maxx company overview 2009
- Table: TK Maxx benchmarks in EU year ended January 2008 and 2009
- Table: TK Maxx EU trading record year to January 2004-2009
- Table: TK Maxx EU trading record by country 2006/07-2008/09
- Table: TK Maxx store portfolio 2004-2009
FIGURES
- Figure: EU27 clothing expenditure per capita 2008e
- Figure: EU27 clothing specialists sales density estimates in € per
sq m 2008e
- Figure: EU27 sales per specialist clothing store in € 000 2008e
- Figure: EU27 specialist clothing store average size (sq m) 2008
- Figure: ECB interest rates 2006-2009
- Figure: EU value clothing market 2008
- Figure: Value clothing retailers pan-European presence 2009
- Figure: Kiabi, Russia 2009
- Figure: Takko, Bratislava, Slovakia 2009
- Figure: Internationalisation of clothing retailers 2009
- Figure: Economics of moda low cost 2009
- Figure: Sainsbury' s TU clothing 2009
- Figure: Midmarket clothing retailers discounting in Europe, spring 2009
- Figure: European value clothing retailers environmental initiatives 2009
- Figure: European value clothing retailers labour and production
initiatives 2009
- Figure: French clothing expenditure and value retailers sales 2003-2008
- Figure: C&A, Calais, France 2008
- Figure: La Halle new store layout, Maurepas France 2009 - emphasis on
the price
- Figure: La Halle new store layout, Maurepas France 2009 - large signage
emphasizng the price
- Figure: Pimkie, Calais, France 2008
- Figure: German clothing expenditure and value retailers sales 2003-2008
- Figure: Kik, Dusseldorf 2007
- Figure: Takko, 2009
- Figure: Italian clothing expenditure and value retailers sales 2003-2008
- Figure: OVSindustry new concept store, Mestre C.C. Le Barche 2009
- Figure: OVSindustry new instore layout, Mestre C.C. Le Barche 2009
- Figure: Spanish clothing expenditure and value retailers sales 2003-2008
- Figure: Koodza, Olias del Rey, Spain 2009
- Figure: UK clothing expenditure and value retailers sales 2003-2008
- Figure: Leading European value clothing retailers by positioning and
countries 2009
- Figure: Leading European value clothing retailers sales densities 2007/08
and 2008/09
- Figure: Yessica, C&A, Rotterdam, NL 2009
- Figure: C&A, Geneva, Switzerland 2009
- Figure: H&M, Prague, Czech Republic 2009
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