Table of Contents
Apparel in Australia - Industry Overview
EXECUTIVE SUMMARY
Sluggish, weak and difficult economy dents consumer confidence
Shop-around-the-clock convenience and lower prices appeal to consumers
Market leaders weather the recessionary storm
Internet retailing hits full stride after first tentative steps
Forecast fragility and future frugality will shape consumer spending
KEY TRENDS AND DEVELOPMENTS
Shock to the system reflected through reduced discretionary spending
Australians embrace internet retail
Competition hots up as Zara leads the charge of global apparel giants in 2011
Growing girths and shifting shapes characterise the country’s consumers
Australian consumers are fervent followers of a sporting life
What the Australian carbon tax means for apparel
MARKET DATA
Table 1 Sales of Apparel by Category: Volume 2006-2011
Table 2 Sales of Apparel by Category: Value 2006-2011
Table 3 Sales of Apparel by Category: % Volume Growth 2006-2011
Table 4 Sales of Apparel by Category: % Value Growth 2006-2011
Table 5 Apparel Company Shares 2007-2011
Table 6 Apparel Brand Shares 2008-2011
Table 7 Sales of Apparel by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2011
Table 9 Sales of Clothing by Category and Distribution Format: % Analysis 2011
Table 10 Forecast Sales of Apparel by Category: Volume 2011-2016
Table 11 Forecast Sales of Apparel by Category: Value 2011-2016
Table 12 Forecast Sales of Apparel by Category: % Volume Growth 2011-2016
Table 13 Forecast Sales of Apparel by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Apparel in Australia - Company Profiles
adidas Australia Pty Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 adidas Australia Pty Ltd: adidas in Pitt Street Mall, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 adidas Australia Pty Ltd: Competitive Position 2011
INTERNET STRATEGY
Billabong International Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 2 Billabong International Ltd: Billabong in Pitt Street Mall, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Billabong International Ltd: Competitive Position 2011
INTERNET STRATEGY
Country Road Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 3 Country Road Ltd: Country Road in Pitt Street Mall, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Country Road Ltd: Competitive Position 2011
INTERNET STRATEGY
David Jones Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 4 David Jones Ltd: David Jones in Westfield Bondi Junction, Sydney
PRODUCTION
COMPETITIVE POSITIONING
INTERNET STRATEGY
Gazal Corp Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 5 Gazal Corp Ltd: Van Heusen in Myer, Pitt Street Mall, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Gazal Corp Ltd: Competitive Position 2011
INTERNET STRATEGY
Globe International Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Globe International Ltd: Competitive Position 2011
INTERNET STRATEGY
Levi Strauss (Australia) Pty Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Levi Strauss (Australia) Pty Ltd: Competitive Position 2011
INTERNET STRATEGY
Myer Pty Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 6 Myer Pty Ltd: Myer in Pitt Street Mall, Sydney
PRODUCTION
COMPETITIVE POSITIONING
INTERNET STRATEGY
Nike Australia Pty Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Nike Australia Pty Ltd: Competitive Position 2011
INTERNET STRATEGY
Noni-B Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 7 Noni B Ltd: Noni B in Broadway Shopping Centre, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Noni B Ltd: Competitive Position 2011
INTERNET STRATEGY
Pacific Brands Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 8 Pacific Brands Ltd: Bonds in Myer, Pitt Street Mall, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 30 Pacific Brands Ltd: Competitive Position 2011
INTERNET STRATEGY
Premier Investments Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 9 Premier Investments Ltd: Dotti in Broadway Shopping Centre, Sydney
Chart 10 Premier Investments Ltd: Jacqui E in Broadway Shopping Centre, Sydney
Chart 11 Premier Investments Ltd: Jay Jays in Broadway Shopping Centre, Sydney
Chart 12 Premier Investments Ltd: Just Jeans in Broadway Shopping Centre, Sydney
Chart 13 Premier Investments Ltd: Peter Alexander in Pitt Street Mall, Sydney
Chart 14 Premier Investments Ltd: Portmans in Broadway Shopping Centre, Sydney
PRODUCTION
COMPETITIVE POSITIONING
Summary 33 Premier Investments Ltd: Competitive Position 2011
INTERNET STRATEGY
Specialty Fashion Group Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 36 Specialty Fashion Group Ltd: Competitive Position 2011
INTERNET STRATEGY
Childrenswear in Australia - Category Analysis
HEADLINES
TRENDS
Plunging profits of established market leaders, new global entrants carving out their share of the market and private label re-establishing its growth momentum were factors that impacted childrenswear in Australia in 2011. While many of these aspects are also being felt in the general retail environment of clothing and footwear, these issues are compounded in childrenswear with value consciousness resulting in sales growth being driven by low-cost fashionable childrenswear retailers, such as Cotton On and the recently-entered internationals Gap and Zara.
COMPETITIVE LANDSCAPE
New Zealand company Pumpkin Patch led branded sales of childrenswear in Australia with a 7% current value share through Pumpkin Patch (Australia). Despite undergoing a difficult year, which saw the company’s share of the market drop by one percentage point, Pumpkin Patch continued to hold a strong market position in Australia. The company was affected by significant increases in garment costs due to cotton price escalation, in addition to large-scale disasters, such as the earthquakes in Christchurch and floods in Queensland. Pumpkin Patch’s retail presence in Australia includes over 125 stores in all states and territories.
PROSPECTS
Childrenswear is anticipated to record a 1% constant value CAGR and 3% retail volume CAGR during the forecast period, with the “mini-me” trend expected to achieve further resonance with shoppers in the near future. Already in 2011, Pumpkin Patch reported the success of its designer-look range, inspired by the runway collections of iconic brands such as Chanel, Burberry and J Brand. The mainstream appeal of the “mini-me” trend in Australia has thus far been fairly muted, with many parents opting to replicate their own personal choice for comfortable and practical casualwear in their clothing decisions for their children.
CATEGORY DATA
Table 14 Sales of Childrenswear by Category: Volume 2006-2011
Table 15 Sales of Childrenswear by Category: Value 2006-2011
Table 16 Sales of Childrenswear by Category: % Volume Growth 2006-2011
Table 17 Sales of Childrenswear by Category: % Value Growth 2006-2011
Table 18 Childrenswear Company Shares 2007-2011
Table 19 Childrenswear Brand Shares 2008-2011
Table 20 Sales of Childrenswear by Distribution Format: % Analysis 2006-2011
Table 21 Forecast Sales of Childrenswear by Category: Volume 2011-2016
Table 22 Forecast Sales of Childrenswear by Category: Value 2011-2016
Table 23 Forecast Sales of Childrenswear by Category: % Volume Growth 2011-2016
Table 24 Forecast Sales of Childrenswear by Category: % Value Growth 2011-2016
Clothing Accessories in Australia - Category Analysis
HEADLINES
TRENDS
Despite general consumer uncertainty prevailing upon the category, sales of many clothing accessories are registering growth in line with fast fashion trends and the accessibility of mass market women’s fashion. Items such as hats, scarves and hair accessories are popular options for accessorising, and are widely viewed as a permissible splurge, particularly through youth fashion jewellery and clothing accessory retailers such as Diva from BB Retail Capital and Equip from the Strandbags Group. Such chains cater to the increased demand for accessories for young girls through diverse ranges, fast turnover and affordable pricing.
COMPETITIVE LANDSCAPE
BB Retail Capital led branded sales in 2011 with a company value share of 5%. The company is present in clothing accessories through the youthful women’s clothing accessory retail chain Diva. The Diva brand has certainly benefited from the international trend of copycat consumption in 2011, with role model fashion figures such as Kate Middleton driving sales of fascinators and other hair accessories. Middleton, now the Duchess of Cambridge, is credited as being endlessly imitable for everyday consumers through her tendency to mix labels from high-street chain stores with those from international fashion designers. While jewellery is excluded from the scope of Euromonitor International’s apparel research, foot traffic to Diva was notably driven in April 2011 by its replica of Kate Middleton’s oval-shaped sapphire engagement ring, a A$12.99 bargain version of the £85,000 original.
PROSPECTS
Clothing accessories is anticipated to achieve a 1% CAGR in constant value and a 2% CAGR in retail volume terms over the forecast period. The category is likely to continue to be driven by seasonality, events and formal occasions.
CATEGORY DATA
Table 25 Sales of Clothing Accessories by Category: Volume 2006-2011
Table 26 Sales of Clothing Accessories by Category: Value 2006-2011
Table 27 Sales of Clothing Accessories by Category: % Volume Growth 2006-2011
Table 28 Sales of Clothing Accessories by Category: % Value Growth 2006-2011
Table 29 Clothing Accessories Company Shares 2007-2011
Table 30 Clothing Accessories Brand Shares 2008-2011
Table 31 Sales of Clothing Accessories by Distribution Format: % Analysis 2006-2011
Table 32 Forecast Sales of Clothing Accessories by Category: Volume 2011-2016
Table 33 Forecast Sales of Clothing Accessories by Category: Value 2011-2016
Table 34 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2011-2016
Table 35 Forecast Sales of Clothing Accessories by Category: % Value Growth 2011-2016
Footwear in Australia - Category Analysis
HEADLINES
TRENDS
In tune with clothing, footwear has been subject to increasingly scrutinised spending throughout the year. Recording virtually no growth in both current value and retail volume terms in 2011, footwear sales in Australia have been impacted by the prevailing outlook of cautious consumerism. However, the category is versatile in that footwear purchases are not always discretionary, with sales spikes occurring at the start of a new school year and also at the commencement of a new climatic or sporting season. This is a consideration for both children’s and adults sports and non-sporting shoes.
COMPETITIVE LANDSCAPE
Pacific Brands leads sales in 2011 with a 7% current value share of the footwear market in Australia. The company is present on the market through the three key brands – Clarks, Grosby and Hush Puppies – as well as a range of sport, premium and non-premium brands, including proprietary brands Dunlop and Julius Marlow. Licences for Clarks and Hush Puppies were renewed in the 2010 financial year. Clarks launched into retail channels in 2010-2011 by opening three pilot stores positioned as family concept stores, which aim to extend the brand association beyond children’s footwear.
PROSPECTS
Footwear is anticipated to increase by a CAGRs of 1% in both constant value and volume terms over the forecast period. The CAGRs for men’s non-sporting and children’s footwear are forecast at 2%, whereas that for women and men’s sporting footwear is 1%.
CATEGORY DATA
Table 36 Sales of Footwear by Category: Volume 2006-2011
Table 37 Sales of Footwear by Category: Value 2006-2011
Table 38 Sales of Footwear by Category: % Volume Growth 2006-2011
Table 39 Sales of Footwear by Category: % Value Growth 2006-2011
Table 40 Footwear Company Shares 2007-2011
Table 41 Footwear Brand Shares 2008-2011
Table 42 Sales of Footwear by Distribution Format: % Analysis 2006-2011
Table 43 Forecast Sales of Footwear by Category: Volume 2011-2016
Table 44 Forecast Sales of Footwear by Category: Value 2011-2016
Table 45 Forecast Sales of Footwear by Category: % Volume Growth 2011-2016
Table 46 Forecast Sales of Footwear by Category: % Value Growth 2011-2016
Table 47 Apparel Size Chart for Women: Footwear
Table 48 Apparel Size Chart for Men: Footwear
Hosiery in Australia - Category Analysis
HEADLINES
TRENDS
Market leader Pacific Brands was negatively impacted in hosiery in 2011 with tough retail conditions and delisting from mass merchandiser Kmart taking their toll on the company’s annual revenue and brand shares. In an effort to concentrate on a lower pricing structure, Kmart announced its decision to narrow its range of second- and third-tier Pacific Brands labels in 2010, and followed this up with a commitment to exclusively stock its own private label range in 2011.
COMPETITIVE LANDSCAPE
Pacific Brands leads hosiery in Australia in 2011 with a 22% value share. The company is present in the category with brands such as Razzamatazz, Holeproof, Voodoo, Kayser, Wicked and Bonds having either a unique hosiery offering or a hosiery component as part of a broader underwear and outerwear range. Due to difficult retail conditions and the decision by Kmart to stock exclusively private label brands, Pacific Brands experienced a drop in revenue and brand share over 2010/2011.
PROSPECTS
Hosiery is anticipated to achieve CAGRs of 1% in retail volume and constant value terms over the forecast period. Volume growth is expected to be similar to that witnessed over the review period. The CAGR in constant value is generally expected to be low as price depreciation and retail competition will have a further on the category.
CATEGORY DATA
Table 49 Sales of Hosiery by Category: Volume 2006-2011
Table 50 Sales of Hosiery by Category: Value 2006-2011
Table 51 Sales of Hosiery by Category: % Volume Growth 2006-2011
Table 52 Sales of Hosiery by Category: % Value Growth 2006-2011
Table 53 Hosiery Company Shares 2007-2011
Table 54 Hosiery Brand Shares 2008-2011
Table 55 Sales of Hosiery by Distribution Format: % Analysis 2006-2011
Table 56 Forecast Sales of Hosiery by Category: Volume 2011-2016
Table 57 Forecast Sales of Hosiery by Category: Value 2011-2016
Table 58 Forecast Sales of Hosiery by Category: % Volume Growth 2011-2016
Table 59 Forecast Sales of Hosiery by Category: % Value Growth 2011-2016
Jeans in Australia - Category Analysis
HEADLINES
TRENDS
In order to become more competitive at a lower price point and due to the appreciation of the Australian dollar, the unit prices of several premium and super-premium jeans labels were dropped in order to attract the limited discretionary spending of Australian consumers. Offshore online retailers are also of interest to tech-savvy Australian premium and super-premium jeans shoppers through the cheaper prices available on denim garments abroad. The Low Value Threshold (LVT) for exemption from GST and duty on imports, whereby items under A$1,000 are excluded from the local goods and services tax, provides further incentive for Australian consumers to look beyond their own borders. Internet retail additionally provides consumers with a convenient outlet to access a broad range of just-in fashion jeans from the US or Europe, meaning that the latest jeans worn by a certain celebrity or style icon can be available almost immediately – excluding airfreight time.
COMPETITIVE LANDSCAPE
Glorious Sun maintained its lead in the jeans category with a 4% market value share in 2011. The company owns the Jeanswest chain of over 2,200 stores in Australia, New Zealand, China and the Middle East. Jeanswest currently operates just over 200 stores in Australia, including an online retail platform. The retailer specialises in low- to mid-price point Jeanswest brand men’s and women’s jeans and outwear, including specialty denim products. During 2011, the company was noted for digital innovation to aid the in-store shopping experience with the introduction of the “iDenim Match” iPad application. The app assists shoppers in searching for the ideal pair of jeans among the Jeanswest range, offering a selection for occasions, styles, all-angle product views and even wash choices.
ROSPECTS
Bricks-and-mortar apparel specialist retailers and department stores will face significant challenges from offshore online retailers over the forecast period. The high Australian dollar and the LVT import duty and GST exemption will continue to be attractive to tech-savvy Australians, who are only too keen to look beyond their own borders for significant savings on premium and super-premium denim. Indeed, numerous retailers report an increase in “windows shopper” behaviour, with stores used essentially as a fitting room to facilitate an online purchase. Australian retailers should, however, emphasise the benefits they have over offshore pure-play online retailers, namely a local presence, and often through a nationwide network of outlets, which can offer in-store returns and a follow-up face-to-face customer service experience.
CATEGORY DATA
Summary 37 Jeans by Price Platform 2011
Table 60 Sales of Jeans: Volume 2006-2011
Table 61 Sales of Jeans: Value 2006-2011
Table 62 Sales of Jeans: % Volume Growth 2006-2011
Table 63 Sales of Jeans: % Value Growth 2006-2011
Table 64 Sales of Men’s Jeans: Volume 2006-2011
Table 65 Sales of Men’s Jeans: Value 2006-2011
Table 66 Sales of Men’s Jeans: % Volume Growth 2006-2011
Table 67 Sales of Men’s Jeans: % Value Growth 2006-2011
Table 68 Sales of Women’s Jeans: Volume 2006-2011
Table 69 Sales of Women’s Jeans: Value 2006-2011
Table 70 Sales of Women’s Jeans: % Volume Growth 2006-2011
Table 71 Sales of Women’s Jeans: % Value Growth 2006-2011
Table 72 Jeans Company Shares 2007-2011
Table 73 Jeans Brand Shares 2008-2011
Table 74 Forecast Sales of Jeans: Volume 2011-2016
Table 75 Forecast Sales of Jeans: Value 2011-2016
Table 76 Forecast Sales of Jeans: % Volume Growth 2011-2016
Table 77 Forecast Sales of Jeans: % Value Growth 2011-2016
Table 78 Forecast Sales of Men’s Jeans: Volume 2011-2016
Table 79 Forecast Sales of Men’s Jeans: Value 2011-2016
Table 80 Forecast Sales of Men’s Jeans: % Volume Growth 2011-2016
Table 81 Forecast Sales of Men’s Jeans: % Value Growth 2011-2016
Table 82 Forecast Sales of Women’s Jeans: Volume 2011-2016
Table 83 Forecast Sales of Women’s Jeans: Value 2011-2016
Table 84 Forecast Sales of Women’s Jeans: % Volume Growth 2011-2016
Table 85 Forecast Sales of Women’s Jeans: % Value Growth 2011-2016
Table 86 Apparel Size Chart for Women: Jeans
Table 87 Apparel Size Chart for Men: Jeans
Men's Outerwear in Australia - Category Analysis
HEADLINES
TRENDS
Cautionary consumer behaviour impacted upon sales of men’s outerwear in Australia as shoppers opted to save their money by cutting down on discretionary spending and engaging with discounting across multi-channel formats. With personal savings levels at their highest since the mid-1980s, bricks-and-mortar retailers across the board have reported difficult conditions in 2011. However, according to statistics from the Australian Bureau of Statistics (ABS), clothing, footwear and personal accessories retailers and department stores suffered the most sustained decline, even as other retail categories registered modest growth. The solution could lie in a change of channels: shoppers in men’s outerwear, for instance, have demonstrated a willingness to seek online alternatives, with over one quarter of respondents in a digital economy survey by the Australian Communications and Media Authority indicating that they had purchased clothing or shoes online in the six months prior.
COMPETITIVE LANDSCAPE
Menswear retailer Roger David Stores maintains the prime position in men’s outerwear with a 4% value share in 2011. The company is present through over 100 stores across all states and territories in Australia, and launched its online store in December 2011 with free shipping offered for the first month of operation. Roger David attracted some controversy during 2011, with the Advertising Standards Bureau banning its New Love Club advertisement on the grounds that it breached a code concerning the sensitive treatment of sex, sexuality and nudity to the relevant audience.
PROSPECTS
With the emergence and predicted expansion of international fast fashion retailers of the calibre of Zara and Topman, many observers are commenting on the possibility of the men’s clothing shopper shifting from “typical male” behaviour of a biannual stock-up of jeans, shirts, jocks and socks, to become an informed fashion consumer. Already slimmer lines and fittings in “European Cut” shirts, suits and trousers are available for Australian shoppers, a trend that began with younger consumers and has permeated through to styles for most age demographics. The oft-speculated arrival of Forever 21, Abercrombie & Fitch, Uniqlo and H&M to Australian shores would further cement this transition in shopping behaviour.
CATEGORY DATA
Table 88 Sales of Men’s Outerwear: Volume 2006-2011
Table 89 Sales of Men’s Outerwear: Value 2006-2011
Table 90 Sales of Men’s Outerwear: % Volume Growth 2006-2011
Table 91 Sales of Men’s Outerwear: % Value Growth 2006-2011
Table 92 Men’s Outerwear Company Shares 2007-2011
Table 93 Men’s Outerwear Brand Shares 2008-2011
Table 94 Sales of Men’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 95 Forecast Sales of Men’s Outerwear: Volume 2011-2016
Table 96 Forecast Sales of Men’s Outerwear: Value 2011-2016
Table 97 Forecast Sales of Men’s Outerwear: % Volume Growth 2011-2016
Table 98 Forecast Sales of Men’s Outerwear: % Value Growth 2011-2016
Table 99 Apparel Size Chart for Men: Outerwear
Table 100 Apparel Size Chart for Men: Trousers
Underwear, Nightwear and Swimwear in Australia - Category Analysis
HEADLINES
TRENDS
With the category deemed an inexpensive luxury permissible even in tough economic times, sales of women’s underwear benefitted from the so-called “lipstick effect” in 2011. Representing one of the most interesting retail markets of the year, women’s underwear recorded the highest current value growth at a rate of 4% in 2011. Indeed throughout the review period, women’s underwear has been somewhat of a star performer, with CAGRs of 3% in current value and 1% retail volume terms for the 2006-2011.
COMPETITIVE LANDSCAPE
Pacific Brands continues to lead the underwear, nightwear and swimwear category despite decreasing its share to 25% of the category’s value. The manufacturer reported tough times in fiscal 2011, due to brand discontinuations and the marked decrease in sales through mass merchandisers following the delisting of their products by Kmart. Pacific Brands is present in the category through the brands Bonds, Berlei, Jockey, Holeproof and Rio sold through mass merchandisers, department stores and apparel specialist retailers. Several key Pacific Brands apparel lines are additionally sold through the grocery channel, with Chesty Bonds singlets, Rio men’s underwear and Bonds women’s Hipster and Cottontails underwear sold through major supermarket chains, with sales spiking near major events such as Mother’s Day, Father’s Day and Christmas, according to the company.
PROSPECTS
The appeal of affordable luxury is likely to continue to impact upon the women’s underwear category in the short- to mid-term given the uncertain economic predictions over the forecast period and measures such as interest rate cuts to stimulate discretionary spending among shoppers who are currently opting to save rather than splurge. Designer offerings from mass merchandisers are also set to encourage value-conscious customers to trade-up to something a little more elaborate, with the Von Follies by Dita Von Teese providing a prime example of this trend for the future. Available in Target stores from early February 2012, the Von Follies range was created by Australian brand development company, Lime Door Brands in conjunction with lingerie company Diamondcut International and designed by international retro style icon, burlesque star Dita Von Teese. Target has previously launched women’s outerwear capsule collections with designers such as Stella McCartney, Jason Wu and Missoni, with the most recent being the 2011 design partnership with fashion magazine Grazia.
CATEGORY DATA
Table 101 Sales of Underwear, Nightwear and Swimwear by Category: Volume 2006-2011
Table 102 Sales of Underwear, Nightwear and Swimwear by Category: Value 2006-2011
Table 103 Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2006-2011
Table 104 Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2006-2011
Table 105 Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2006-2011
Table 106 Sales of Men’s Underwear, Nightwear and Swimwear: Value 2006-2011
Table 107 Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2006-2011
Table 108 Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2006-2011
Table 109 Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2006-2011
Table 110 Sales of Women’s Underwear, Nightwear and Swimwear: Value 2006-2011
Table 111 Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2006-2011
Table 112 Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2006-2011
Table 113 Underwear, Nightwear and Swimwear Company Shares 2007-2011
Table 114 Underwear, Nightwear and Swimwear Brand Shares 2008-2011
Table 115 Sales of Men’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2006-2011
Table 116 Sales of Women’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2006-2011
Table 117 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Volume 2011-2016
Table 118 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Value 2011-2016
Table 119 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2011-2016
Table 120 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2011-2016
Table 121 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2011-2016
Table 122 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Value 2011-2016
Table 123 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2011-2016
Table 124 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2011-2016
Table 125 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2011-2016
Table 126 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Value 2011-2016
Table 127 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2011-2016
Table 128 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2011-2016
Table 129 Apparel Size Chart for Women: Underwear and Swimwear
Table 130 Apparel Size Chart for Men: Underwear and Swimwear
Women's Outerwear in Australia - Category Analysis
HEADLINES
TRENDS
As bricks-and-mortar apparel specialist retailers and department stores reported difficulties in encouraging consumers to part with their hard-earned cash in 2011, sales of women’s outerwear were affected as consumers opted for the lower prices available through mass merchandisers, ubiquitous discounting and internet retail. Shoppers are generally savvier about the relative value of their garments, and the trend towards picking up basic outerwear items at mass merchandisers and cheaper apparel specialist retailers was evident. It is generally accepted that mid-price point pieces and international labels can be bought at lower prices online, whereas higher value purchases are conducted in-store, if at all.
COMPETITIVE LANDSCAPE
Specialty Fashion Group led the category with an 8% market value share. The company is present through the apparel specialist retailers Millers, Katies, Crossroads, Autograph and City Chic and each offers a unique brand concept to the value-conscious female market. Millers, positioned as providing “value fashion to the ageless lady”, is Australia’s largest women’s apparel retailer and leads the women’s outerwear category with a 3% value share. Specialty Fashion Group additionally acquired the Australian licence for international intimate apparel brand La Senza in August 2010.
PROSPECTS
Women’s outerwear is anticipated to record a CAGR of 1% in retail volume and a declining CAGR of 1% in constant value terms over the forecast period. Low-price fundamentals that appeal to consumers purely by discounting, a practice evidenced extensively throughout the review period, will come under strain during the forecast period due to high commodity prices and rising labour costs. Local bricks-and-mortar retailers will continue to face pressure from foreign pure-play and multi-channel online retailers if the Australian dollar remains strong, especially for big-name international sports and fashion brands that can be tried on in-store and purchased online.
CATEGORY DATA
Table 131 Sales of Women’s Outerwear: Volume 2006-2011
Table 132 Sales of Women’s Outerwear: Value 2006-2011
Table 133 Sales of Women’s Outerwear: % Volume Growth 2006-2011
Table 134 Sales of Women’s Outerwear: % Value Growth 2006-2011
Table 135 Women’s Outerwear Company Shares 2007-2011
Table 136 Women’s Outerwear Brand Shares 2008-2011
Table 137 Sales of Women’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 138 Forecast Sales of Women’s Outerwear: Volume 2011-2016
Table 139 Forecast Sales of Women’s Outerwear: Value 2011-2016
Table 140 Forecast Sales of Women’s Outerwear: % Volume Growth 2011-2016
Table 141 Forecast Sales of Women’s Outerwear: % Value Growth 2011-2016
Table 142 Apparel Size Chart for Women: Outerwear