欧洲泳装市场分析报告课件.ppt

1、Introduction to the Introduction to the Swimwear MarketSwimwear Market泳衣市场的介绍泳衣市场的介绍Alexandra SuhnerAlexandra SuhnerAgenda日程 Swimwear Market 泳衣市场 The Consumer 消费者 Key Brands主要品牌 Bestsellers 热卖品 Marketing and Promotion 营销与推广 Trends 趋势 Research:Just Style and Mintel Please note that the images and fac

2、ts in this lecture are copyright protected and cannot be used for any commercial purposes or distribution.请注意：此次讲座所含图片和文字均受版权保护，不可用作任何商业目的和转发。The Swimwear Market泳衣市场Sink or swim:the swimwear market to 2014Sink or swim:the swimwear market to 2014沉没或沉没或“游泳游泳”：20142014前的泳衣市场前的泳衣市场The fall-out from the

3、global credit crunch is likely to The fall-out from the global credit crunch is likely to have an adverse effect on the clothing industry for have an adverse effect on the clothing industry for some time.some time.全球金融危机未来还会对服装产业产生负面影响全球金融危机未来还会对服装产业产生负面影响Overall,it could lower world swimwear growth

4、 between Overall,it could lower world swimwear growth between 2008 and 2014 from 5.32%to 1.69%and leave the 2008 and 2014 from 5.32%to 1.69%and leave the world market at retail worth US$13.25bn rather than world market at retail worth US$13.25bn rather than US13.85bn,according to a new report from j

5、ust-style.US13.85bn,according to a new report from just-style.据据just-stylejust-style的新报告显示，的新报告显示，2008-20142008-2014年，泳衣增长预计从年，泳衣增长预计从5.32%5.32%降至降至1.69%1.69%，全球零售市场总额修订为，全球零售市场总额修订为132.5132.5亿美元亿美元The Swimwear Market泳衣市场This worst-case scenario,the report says,is likely to lead to a considerable re

6、duction in the exceptionally large number of swimwear brands that exist today.报告还说，糟糕的经济可能使泳衣品牌“大幅减少 Ed HardyThe Swimwear Market泳衣市场Retail market in 2008 Retail market in 2008 20082008年零售市场年零售市场Just-style estimates the retail market for swimwear and Just-style estimates the retail market for swimwea

7、r and beachwear in 2008 is worth US$13.15bn-a 2.1%rise on beachwear in 2008 is worth US$13.15bn-a 2.1%rise on the markets value of US$12.88bn in 2006.the markets value of US$12.88bn in 2006.just-stylejust-style估计估计20082008年泳衣与沙滩装的零售市场总额达到年泳衣与沙滩装的零售市场总额达到131.5131.5亿美亿美元，较之元，较之20062006年的年的128.8128.8亿增

8、长亿增长2.1%2.1%Within this,womens swimwear represents 70%of the world Within this,womens swimwear represents 70%of the world total value,followed by mens swimwear(17%),girls total value,followed by mens swimwear(17%),girls swimwear(10%),and boys swimwear(4%).swimwear(10%),and boys swimwear(4%).女式泳衣占女式泳

9、衣占70%70%，接下来是男式泳衣（，接下来是男式泳衣（17%17%），女孩泳衣（），女孩泳衣（10%10%），男），男孩泳衣（孩泳衣（4%4%）The Swimwear Market泳衣市场Overall,just-style estimates that the average world retail price for swimwear and beachwear in 2008 is US$12.43.(up from$12.35 in 2006)just-style估计2008年泳衣与沙滩衣全球平均零售价格为12.43美元。（2006年为12.35美元）The Swimwear M

10、arket泳衣市场Why the slow growth?为什么增速缓慢？the current uncertain economic situation现今不确定的经济形势long-term population stagnation人口增长长期滞后the shift in branded manufacturing to lower-cost countries.品牌生产转移至低成本国家Marks&SpencerThe Swimwear Market泳衣市场The future marketThe future market未来市场未来市场Following the Beijing Oly

11、mpics Following the Beijing Olympics last year,the next major last year,the next major event for swimwear will be event for swimwear will be the London Olympics in 2012.the London Olympics in 2012.继北京奥运会后，下一个对于泳衣继北京奥运会后，下一个对于泳衣销售来说最大的盛事就是销售来说最大的盛事就是20122012伦伦敦奥运会敦奥运会Unit sales for 2012 will be Unit

12、sales for 2012 will be 1,099m pieces,a growth of 1,099m pieces,a growth of 41m units from 2008.41m units from 2008.20122012年销量将达到年销量将达到10.9910.99亿，比亿，比20082008年增加年增加41004100万件万件The Swimwear Market泳衣市场Branding diversityBranding diversity品牌多样化品牌多样化In the developed world,In the developed world,brands a

13、ccount for brands account for between 60%and 70%of between 60%and 70%of the value of the marketthe value of the market在发达国家，品牌占有率达到在发达国家，品牌占有率达到60-70%60-70%The Swimwear Market泳衣市场Branding diversityBranding diversityThe variety of The variety of brands that brands that exist,exist,especially in espec

14、ially in Western Europe Western Europe that contribute that contribute to the to the continuing continuing diversity of the diversity of the swimwear market.swimwear market.品牌的多样化，尤其品牌的多样化，尤其在西欧，势必造成在西欧，势必造成泳衣市场的持续多泳衣市场的持续多样化样化SpeedoThe Swimwear Market泳衣市场The market and product futureThe market and

15、product future市场与产品前景市场与产品前景Swimwear fashion in the Western Swimwear fashion in the Western world will be driven by the world will be driven by the acceptance of swimming as a acceptance of swimming as a relaxing pastime for an ageing relaxing pastime for an ageing population;population;西方老龄化人口认为游泳是

16、轻松的消西方老龄化人口认为游泳是轻松的消遣方式，这种观点促进了泳衣的销遣方式，这种观点促进了泳衣的销量量Among the younger age group,Among the younger age group,swimwear will be worn away swimwear will be worn away from the sea and the pool;from the sea and the pool;年轻人即使不在海里和水池中也照样年轻人即使不在海里和水池中也照样穿泳衣穿泳衣The Swimwear Market泳衣市场The market and product fu

17、tureThe market and product future市场与产品前景市场与产品前景Figure supporting and enhancing Figure supporting and enhancing fabrics will encourage older fabrics will encourage older women to wear swimwear;women to wear swimwear;形体支撑面料使老龄妇女热衷泳衣形体支撑面料使老龄妇女热衷泳衣Internet sales growth will Internet sales growth will o

18、utstrip that of traditional outstrip that of traditional retailing;retailing;网络销售增长超越了传统零售手段网络销售增长超越了传统零售手段The Swimwear Market泳衣市场The market and product futureThe market and product future市场与产品前景市场与产品前景The London Olympics will create a swimwear market The London Olympics will create a swimwear marke

19、t splash in 2012,as an antidote to the gloom and splash in 2012,as an antidote to the gloom and doom forecast for 2009-2010.doom forecast for 2009-2010.伦敦奥运会是伦敦奥运会是2009-20102009-2010低迷预测的一贴良剂低迷预测的一贴良剂The Swimwear Consumer泳衣消费者The ConsumerThe Consumer Female purchasing of swimwear shows a broad based

20、 Female purchasing of swimwear shows a broad based appeal to 15-54-year-olds.appeal to 15-54-year-olds.15-5415-54岁女性是主要潜在泳衣消费者岁女性是主要潜在泳衣消费者 Perhaps surprisingly,respondents aged 35-44-years-old Perhaps surprisingly,respondents aged 35-44-years-old are found to be key buyers of swimwear,denoting are

21、found to be key buyers of swimwear,denoting that this age group is important in terms of taking that this age group is important in terms of taking holidays abroad.holidays abroad.35-4435-44岁是最主要泳衣买家，显示这个年龄段的人喜欢国外度假岁是最主要泳衣买家，显示这个年龄段的人喜欢国外度假The Swimwear Consumer泳衣消费者The ConsumerThe Consumer The propo

22、rtion of women buying swimwear holds up well The proportion of women buying swimwear holds up well across all age groups until the 45-54 benchmark,when across all age groups until the 45-54 benchmark,when it falls off sharply.it falls off sharply.各个年龄段的女性都喜欢买泳衣，不过各个年龄段的女性都喜欢买泳衣，不过45-5445-54岁会显著下降岁会显

23、著下降 The implication is that mass-market clothing retailers The implication is that mass-market clothing retailers of womens swimwear/beachwear need to segment their of womens swimwear/beachwear need to segment their ranges carefully to appeal to a wide target audience,ranges carefully to appeal to a

24、 wide target audience,and have something for everyone in their offerings,and have something for everyone in their offerings,rather than simply high-fashion garments.rather than simply high-fashion garments.这说明泳衣沙滩衣商家需要迎合各个目标群体的需求，而不仅限这说明泳衣沙滩衣商家需要迎合各个目标群体的需求，而不仅限于时尚款式于时尚款式The Swimwear Consumer泳衣消费者Th

25、e ConsumerThe Consumer Women in the 55+age groups do Women in the 55+age groups do tend to become less fashion-tend to become less fashion-conscious and may therefore conscious and may therefore retain their swimwear for retain their swimwear for use over several years,use over several years,since u

26、se will be reserved since use will be reserved solely for holidays abroad.solely for holidays abroad.5555岁以后的女性就不热衷时尚了，岁以后的女性就不热衷时尚了，因此一件泳衣会穿很多年。因此一件泳衣会穿很多年。泳衣的购买力与社会经济地位有很泳衣的购买力与社会经济地位有很大联系。见表大联系。见表The Swimwear Consumer泳衣消费者The ConsumerThe Consumer Purchase of swimwear is strongly Purchase of swimw

27、ear is strongly related to the socio-economic related to the socio-economic status of the respondent with status of the respondent with one quarter of men and 40%of one quarter of men and 40%of women in group AB having bought women in group AB having bought swimwear in the preceding 12 swimwear in t

28、he preceding 12 months,compared to just 11%of months,compared to just 11%of men and 17%of women in group E.men and 17%of women in group E.The Swimwear Consumer泳衣消费者The ConsumerThe Consumer Marital status does influence Marital status does influence purchasing behaviour in purchasing behaviour in tha

29、t some 41%of single that some 41%of single women purchased garments women purchased garments over the year,compared to over the year,compared to 35%of married women:35%of married women:Single women clearly tend Single women clearly tend to enjoy more disposable to enjoy more disposable income to spe

30、nd on items income to spend on items for self,including for self,including clothing and toiletries clothing and toiletries among others.among others.结婚状况的确影响购买行为，相比结婚状况的确影响购买行为，相比35%35%的已婚妇女，的已婚妇女，41%41%的单身女的单身女性会在一年期间购买泳衣，单性会在一年期间购买泳衣，单身女性还会为自己花费更多用身女性还会为自己花费更多用于购买服装，卫生间用品。于购买服装，卫生间用品。Key Brands in

31、 the Swimwear Market泳衣市场的主要品牌The most important of these are retailer brands,in particular M&S,and sports brands such as Adidas and Speedo.These three brands dominate the UK market for beachwear,while numerous smaller brands compete for niche positions.最重要的是零售品牌，如玛莎，阿迪达斯或Speedo这样的运动品牌。这三大品牌主导了英国沙滩装市

32、场，其他小品牌则竞争其他商机One reason for the large number of players within the UK swimwear market is that it consists of a large number of brands from diverse backgrounds that target niche markets.英国泳衣市场百家争鸣，原因之一是存在大量背景多样的品牌Key Brands in the Swimwear Market泳衣市场的主要品牌Retailer brands Retailer brands 零售品牌零售品牌eg M&

33、S,Next,John Lewis Aquatics,Primarkeg M&S,Next,John Lewis Aquatics,PrimarkDedicated beachwear brandsDedicated beachwear brands专门沙滩衣品牌专门沙滩衣品牌 eg Seafolly,Gottex,Gideon Oberson and Huit eg Seafolly,Gottex,Gideon Oberson and HuitSports brands Sports brands 运动品牌运动品牌eg adidas,Speedoeg adidas,Speedo Key Br

34、ands in the Swimwear Market泳衣市场的主要品牌 Fashion/designer brandsFashion/designer brands时尚设计师品牌也会提供泳衣产品时尚设计师品牌也会提供泳衣产品which offer swimwear as part of the which offer swimwear as part of the range,eg Gucci,Emporio Armani,range,eg Gucci,Emporio Armani,Dolce&Gabbana,Gianni Versace,Dolce&Gabbana,Gianni Versa

35、ce,Polo Ralph LaurenPolo Ralph Lauren Lingerie/underwear brands Lingerie/underwear brands 内衣品牌多样化，介入沙滩装市场内衣品牌多样化，介入沙滩装市场that have diversified into the that have diversified into the beachwear market,eg Agent beachwear market,eg Agent Provocateur,Fantasie,Triumph,Provocateur,Fantasie,Triumph,Cosmopol

36、itanCosmopolitanSpeedoEstablished in Australia in 1928,Speedo claims to be the worlds number one swimming brand and has an estimated 16%share of the UK market(2001).1928年在澳大利亚创立，Speedo宣称为世界第一泳衣品牌，2001年估计占英国市场16%份额SpeedoThe company has a reputation for product innovation in its mission to achieve the

37、 worlds fastest swimsuit,having pioneered the first swimwear brand to produce a nylon/Lycra mix swimsuit in the 1970s.In 1996 for The Atlanta Olympics,the company launched Aquablade,a fabric which is claimed to reduce surface resistance and,hence,increase speed through the water.70年代，Speedo制作了尼龙莱卡混合

38、泳衣，96年亚特兰大奥运会时，发布Aquablade面料，据称，该面料可以减小阻力，从而提升水中速度.SpeedoSpeedos new Fastskin full-length one-piece bodysuit grabbed the headlines at The 2000 Sydney Olympics.According to Speedo,its Biomimetic design emulates the hydrodynamic efficiency of a sharks skin with fabric that mimics shark skin and seamin

39、g that improves muscle co-ordination.The company claims the suit offers as much as 3%improvement in speed.Speedo的Fastskin连体泳装在悉尼奥运会风光无限。据Speedo称，“仿生”设计模仿鲨鱼皮水力效能，提升机体协调。公司还称，鲨鱼皮泳衣可以提高3%的速度Speedo Collaboration with Comme des Garons Speedo与Comme des Garons的合作SpeedoThe brand,best known for is functional

40、 sports-based swimwear,has moved into new product areas.The companys range now offers three distinct segments:Speedo目前已涉足运动泳衣以外的领域，主要有三大部分：Leisure Swim and Kids Swim休闲泳衣与儿童泳衣Beachwear range-a wider selection of beach apparel沙滩衣系列Multisport-a leisure range to include both mens and womens underwear,to

41、gether with a fitness range.多功能运动休闲系列SpeedoSeafollySince 1975,Seafolly has been at the epicentre of Australian beach lifestyle and has quickly become one of the most recognized swimwear and beach lifestyle brands world-wide.accessories collection.自1975年，Seafolly便成为澳大利亚沙滩衣的中心品牌。SeafollySetting the se

42、asons trends,Seafolly offers a fun,fashion forward and innovative range of swim and lifestyle wear.Seafolly应对季节趋势，提供有趣，时尚前卫，新意的泳装系列Seafolly have all an array of bikinis,one piece swimsuits,cover ups and apparel along with an extensive accessories collection.Seafolly拥有全线比基尼，连体泳装以及其他配饰系列SeafollyBold s

43、tatement prints,contrasting textures and injections of eclectic colour encapsulate and reflect the SEAFOLLY brand philosophy.张扬的印花，对比强烈的材质和电力十足的颜色浓缩了Seafolly的品牌理念SeafollyZimmermanAustralian brand founded in 1991 by sisters Nicky&Simone Zimmermann1991年为Nicky Zimmermann与Simone Zimmermann姐妹所创Sophistica

44、ted femininity,strong silhouettes,clever colour combinations and delicate original prints.成熟的女性主义，强烈的轮廓，睿智的颜色配搭以及优雅的原创印花ZimmermanZimmermann present their ready-to-wear collections each year at Mercedes Australian Fashion Week(April),and the Miami Swim Fair(July)in the US.Zimmermann都会在梅赛德斯澳大利亚时装周（4月）

45、，美国迈阿密泳衣展（7月）亮相Zimmerman Bestsellers热卖品One piece swimsuits were previously more popular due to practicality,support and less revealing than bikinis 连体泳衣因其实用，支撑感，不似比基尼那般暴露而得到越来越多顾客的青睐Bestsellers热卖品However,there are now a wide variety of styles and cuts of bikinis from skimpy bikinis to tankinis,class

46、ic underwired styles for women who need more support etc目前市面上有不少比基尼和坦基尼，经典的内嵌金属丝提供更多支撑，为女性喜爱Marketing and Promotion营销与推广AdvertisingAdvertisingThe level of above-the-line advertising activity within The level of above-the-line advertising activity within the beachwear sector has traditionally been lo

47、w the beachwear sector has traditionally been low advertising campaignsadvertising campaigns沙滩装预算的广告投放水平一直比较低沙滩装预算的广告投放水平一直比较低sports brands such as adidas invest heavily in overall sports brands such as adidas invest heavily in overall umbrella brandedumbrella branded像阿迪达斯一样的运动品牌在整体品牌广告推广上投资很重像阿迪达斯一

48、样的运动品牌在整体品牌广告推广上投资很重Marketing and Promotion营销与推广AdvertisingAdvertisingFurthermore,above-the-line advertising expenditure Furthermore,above-the-line advertising expenditure data do not take into account the fact that some data do not take into account the fact that some brands,such as Speedo,utilise

49、sponsorship and POS brands,such as Speedo,utilise sponsorship and POS material around key sporting events,such as The material around key sporting events,such as The Olympic Games held in Sydney during 2000,to Olympic Games held in Sydney during 2000,to increase brand awareness.increase brand awaren

50、ess.再者，预算广告花费没有考虑到某些品牌以赞助商身份使用大再者，预算广告花费没有考虑到某些品牌以赞助商身份使用大型运动会的销售店资源来提升品牌关注度。型运动会的销售店资源来提升品牌关注度。Marketing and Promotion营销与推广Sponsorship Sponsorship 赞助赞助In terms of promotional activity,In terms of promotional activity,most brands and retailers most brands and retailers focus on in-store promotional