Apparel in Ukraine

Discover the latest market trends and uncover sources of future market growth for the Apparel industry in Ukraine with research from Euromonitor's team of in-country analysts.

The Apparel in Ukraine 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  
• 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 Ukraine?
• What are the major brands in Ukraine?
• 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?

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• 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

EXECUTIVE SUMMARY

Apparel in Ukraine continues to struggle amidst the early signs of recovery

Positive developments were noted in apparel in Ukraine during 2011 as the industry showed signs that it had begun to emerge from the most difficult times of economic crisis. Volume sales picked up even though the levels of volume sales which were typically during the period immediately preceding the onset to the economic crisis have not yet been achieved. Consumer spending power remains severely restricted and many Ukrainian people continue to economise on clothes and footwear wherever possible. The most active shoppers in Ukraine can be found in large cities such a Kyiv, Donetsk and Dnipropetrovsk, among others and it is in these cities that the majority of value sales in apparel are generated. Ukraine’s rural inhabitants remain more economical as the high level of price sensitivity among rural Ukrainians is forcing many of them to continue wearing old clothes, while new clothes are purchased at the lowest possible prices at bazaars. The strong appeal of second hand apparel continued in Ukraine during 2011 as this represents a very cheap alternative to new clothes.

Consumers become fussier during the economic crisis as value for money becomes a requirement

Towards the end of the review period, consumer patterns in apparel in Ukraine evolved in a reflection of the growing interest among Ukrainians in product quality, irrespective of price. Ukrainians are more than willing to pay more for high quality apparel which represents good value for money products as many consumers have finally begun to realise that cheap apparel are often unable to be justified as the poor quality of economy apparel represents false economy. However, the trend towards higher quality apparel is becoming much more prominent in Ukraine’s urban areas, in which consumer incomes are high enough to allow a significant number of people to afford high quality apparel. In Ukraine’s more remote rural areas, low unit price remains the core demand factor in both clothes and footwear, and this is a reflection of the low incomes levels of Ukraine’s rural consumers.

Imported apparel remains much more popular than domestic products

Ukraine’s domestic apparel manufacturers tend not to fare particularly well and imported clothes and footwear continue to flood into Ukraine. The country’s leading importers of apparel dominate in all apparel categories and many of these companies find it very easy to compete with local companies, offering wide product ranges across all price ranges. The competitiveness of local apparel manufacturers remains inferior in comparison to foreign companies who manufacture their garments and footwear in Asian countries with lower-paid workforces. Another factor benefiting apparel importers is the lowering of the prices of imported products in order to save on taxes. Towards the end of the review period, several new foreign players were attracted into apparel in Ukraine, including Gap, New Yorker and BoscoSport, among others. Mid-priced apparel is a particularly attractive area for new entrants.

Outdoor markets strong still even though apparel stores more prospective

Apparel can be purchased in a range of stores throughout Ukraine, the biggest of which include outdoor markets (bazaars) and clothing and footwear specialist retailers. The remaining distribution channels for apparel are of a rather fragmented nature comprised of department stores, leisure and personal goods retailers and sports goods stores, among others. Towards the end of the review period, internet retailing and catalogue homeshopping enjoyed rising popularity as distribution channels for apparel in Ukraine. Shopping clubs was another growth area in apparel distribution towards the end of the review period. With time, outdoor markets are likely to lose their share of value sales in apparel in Ukraine as consumers will become increasingly tempted by more modern apparel distribution channels, particularly clothing and footwear specialist retailers.

Apparel future performance linked to the speed of economic recovery

Over the forecast period, apparel in Ukraine is expected to maintain positive growth, although its growth dynamics will be tightly linked to the overall economic recovery in Ukraine. Growth in apparel will remain dependent on consumer income levels. Should the increases expected in average income levels develop excessively slowly, value sales growth in apparel will be restricted and economy apparel products will remain the primary choice of the majority of Ukrainian consumers. Over the longer term, standard apparel and premium apparel are likely to increase in popularity more rapidly than economy apparel products in line with improving living standards. Ukrainians will increasingly opt for apparel sold under brands which are noted for high quality and exclusive design. The ongoing entry of foreign chained retailers which specialise in mid-priced apparel will contribute to the rising popularity of branded apparel in Ukraine during the forecast period.

Table of Contents

Apparel in Ukraine - Industry Overview

EXECUTIVE SUMMARY
Apparel in Ukraine continues to struggle amidst the early signs of recovery
Consumers become fussier during the economic crisis as value for money becomes a requirement
Imported apparel remains much more popular than domestic products
Outdoor markets strong still even though apparel stores more prospective
Apparel future performance linked to the speed of economic recovery

KEY TRENDS AND DEVELOPMENTS
Ukrainian consumers remain cautious
Current unit prices continue growing in spite of the economic crisis
Demographic factors remain unfavourable for apparel in Ukraine
The distribution of apparel becomes more diverse
Sportswear remains highly popular in Ukraine
The competitiveness of local apparel manufacturers continues to decline

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 Ukraine - Company Profiles

adidas Ukrayina DP in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 Adidas Ukrayina DP: adidas in Kyiv
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Adidas Ukrayina DP: Competitive Position 2011
INTERNET STRATEGY

ARGO-Torgovelna Merezha TOV in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 2 ARGO-Torgovelna Merezha TOV: Mango in Kyiv
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 ARGO-Torgovelna Merezha TOV: Competitive Position 2011
INTERNET STRATEGY

Delta Sport doo in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 3 Delta Sport doo: Nike in Kyiv
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Delta Sport doo: Competitive Position 2011
INTERNET STRATEGY

Intertop TOV in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Intertop TOV: Competitive Position 2011
INTERNET STRATEGY

Marateks DP in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Marateks DP: Competitive Position 2011
INTERNET STRATEGY

Royal Shoes TOV in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Royal Shoes TOV: Competitive Position 2011
INTERNET STRATEGY

Sela Ukraina OOO in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Sela Ukraina OOO: Competitive Position 2011
INTERNET STRATEGY

Ultra-Jins, TOV in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 4 Ultra-Jins TOV: Levi’s in Kyiv
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Ultra-Jins TOV: Competitive Position 2011
INTERNET STRATEGY

Voronin Concern in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Voronin Concern: Competitive Position 2011
INTERNET STRATEGY

ZARA Ukraina TOV in Apparel (Ukraine)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 5 ZARA Ukraina TOV: Zara in Kyiv
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 ZARA Ukraina TOV: Competitive Position 2011
INTERNET STRATEGY

Childrenswear in Ukraine - Category Analysis

HEADLINES

TRENDS
Many Ukrainians believe that it is important to supply their children with the best possible products, and this includes high-quality clothing. Childrenswear in Ukraine therefore suffered less from the negative effects of the economic crisis than other apparel categories and as Ukraine’s economic situation stabilised somewhat during 2011, childrenswear recorded some of the healthiest too. Childrenswear increased in volume by 11% in 2011, rising to 60 million units to a value of UAH9.9 billion. However, it is also worth noting that for economic reasons, Ukrainians very commonly supply their children with clothing which has been handed down from friends and family with slightly older children who have outgrown their clothes, while purchasing second-hand clothing for children through social networking websites and second-hand clothing outlets is also a very common practise in Ukraine.

COMPETITIVE LANDSCAPE
Childrenswear in Ukraine remained a highly fragmented apparel category in 2011, with products sold under significant brands comprising only 1% of retail value sales. Others accounted for the remaining 99% of value sales, and comprised numerous companies, either local companies producing childrenswear in comparatively small volumes or clothes imported from China, Turkey and Poland either unbranded or sold under unknown brands.

PROSPECTS
Childrenswear in Ukraine is expected to record higher growth during the forecast period, especially if the Ukrainian economy manages to avoid sliding back into recession. Childrenswear is set to rise in volume by 41% over the course of the entire forecast period, which is nearly the same dynamics as over the historic period (+48%). Besides, Ukrainian parents are expected to purchase more high-quality clothing for their children, especially as consumer spending power eventually rises.

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 Ukraine - Category Analysis

HEADLINES

TRENDS
During 2011, clothing accessories increased in volume by 6%, following the 4% increase recorded in 2010 and the 18% decline registered in 2009. Clothing accessories has therefore failed to recover from the negative effects of the economic crisis, unlike other apparel categories. This is because clothing accessories are mainly treated as apparel items of only secondary importance which can be economised upon during times of recession. The recovery of clothing accessories from the ravages of the economic recession was quicker, however, as the category increased in current value by 18% in 2010 and 13% in 2011, following the current value decline of 11% recorded in 2009. This more favourable value performance than volume performance is mainly due to many Ukrainians having shifted towards higher quality clothing accessories and the fact that the economy segment was already saturated before the onset of the financial crisis.

COMPETITIVE LANDSCAPE
At the end of the review period, clothing accessories in Ukraine was a highly fragmented apparel category, with others comprising 92% of total retail value sales. Unbranded products and those sold under unknown brands continued to dominate clothing accessories in 2011. ARGO-Torgovelna Merezha TOV managed to establish the leading position with a 6% value share due to the fact that it sells a wide range of clothing accessories under popular foreign brands. Of these international brands, Sela, Mango and Nike were the most popular in 2011. These products are subject to high demand among Ukraine’s urban consumers as the high prices charged for these products mean that they remain affordable for the majority of Ukrainians.

PROSPECTS
The performance of clothing accessories in Ukraine during the forecast period will be largely dependent on economic developments in Ukraine, more specifically, consumer spending levels. Should the anticipated economic development take place in Ukraine, many consumers can be expected to consider purchasing a wider range of clothing accessories during the forecast period. However, if economic growth is not forthcoming during the forecast period, it is likely that Ukrainians will continue to economise on clothing accessories as these are not considered to be very important essential apparel items. Overall, clothing accessories is expected to increase in volume by 32% over the course of the entire forecast period, rising to 26 million units by the end of the forecast period.

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 Ukraine - Category Analysis

HEADLINES

TRENDS
Once the hardship and privations of the global financial crisis began to wane in Ukraine towards the end of the review period, many Ukrainians became more demanding with regards to the quality when considering purchasing footwear. As many retailers have noted, Ukrainian consumers are becoming increasingly picky when making their footwear purchasing decisions and are beginning to consider the balance of high quality and low pricing. Volume sales picked up overall in footwear in Ukraine generally in 2011 as consumer confidence returned in line with the recovery of economic stability. During 2011, footwear in Ukraine increased in volume by 11% to 115 million units, while value sales increased by 25% to UAH29.3 billion.

COMPETITIVE LANDSCAPE
Footwear in Ukraine remained a highly fragmented category throughout the review period, with others accounting for 86% of retail value sales in 2011. In footwear in Ukraine, others consists almost entirely of Asian companies, Chinese manufacturers in particular, which have established themselves towards the economy end of the price scale. These cheap types of footwear are imported at very low prices and attract only minimal customs duties, and it is even common that the value of these shipments is understated intentionally for tax minimisation purposes. The merchandise which enters Ukraine within these shipments is mainly sold unbranded or under unknown brands through outdoor markets and even, in some cases, clothing and footwear specialist retailers which specialise in economy footwear.

PROSPECTS
Footwear in Ukraine is expected to increase in volume by 35% over the course of the entire forecast period, rising to 135 million units in 2016. Constant value growth is expected to be even higher, increasing by 47% over the course of the entire forecast period, signifying the shift in demand back towards standard footwear at the expense of economy footwear. The presence of branded footwear will continue growing, presenting an opportunity to the leading operators in footwear in Ukraine, while the many smaller players grouped together under others will continue declining over the forecast period, a trend which is set to subsist over the longer term.

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

Hosiery in Ukraine - Category Analysis

HEADLINES

TRENDS
Hosiery is regarded as an absolutely essential apparel category in Ukraine and as soon as consumer confidence began recovering in 2011, Ukrainians increased their expenditure on hosiery, purchasing new hosiery more frequently than during the economic crisis. During 2011, volume sales of hosiery in Ukraine increased by 7% to 155 million units, an acceleration from the 5% growth recorded in 2010 and a dramatic turnaround from the 17% decline recorded during 2009, the most difficult year of the economic crisis in Ukraine. Hosiery also increased in value in 2011, increasing by 16% to UAH1.7 billion.

COMPETITIVE LANDSCAPE
At the end of the review period, hosiery in Ukraine was a highly fragmented category, which is very much in line with the competitive environment across apparel in Ukraine. Others accounted for 57% of total hosiery retail value sales in Ukraine during 2011. Others consists mainly of hosiery imported from China and other Asian countries. Unbranded hosiery is particularly popular in Ukraine and unbranded socks are the default for the majority of Ukrainians. Counterfeited branded socks are also common in Ukraine.

PROSPECTS
Demand for hosiery in Ukraine is unlikely to diminish during the forecast period and the category retains favourable growth prospects, especially considering that there remains considerable room for further growth in per capita consumption of hosiery, which remains much lower in Ukraine than in more developed countries. During 2011, per capita consumption of hosiery in Ukraine was slightly above three units per capita, and this is expected to increase to at least five units per capita by 2016. This all suggests that the 46% volume increase projected for hosiery over the course of the forecast period will be realised.

CATEGORY DATA

Table 47 Sales of Hosiery by Category: Volume 2006-2011
Table 48 Sales of Hosiery by Category: Value 2006-2011
Table 49 Sales of Hosiery by Category: % Volume Growth 2006-2011
Table 50 Sales of Hosiery by Category: % Value Growth 2006-2011
Table 51 Hosiery Company Shares 2007-2011
Table 52 Hosiery Brand Shares 2008-2011
Table 53 Sales of Hosiery by Distribution Format: % Analysis 2006-2011
Table 54 Forecast Sales of Hosiery by Category: Volume 2011-2016
Table 55 Forecast Sales of Hosiery by Category: Value 2011-2016
Table 56 Forecast Sales of Hosiery by Category: % Volume Growth 2011-2016
Table 57 Forecast Sales of Hosiery by Category: % Value Growth 2011-2016

Jeans in Ukraine - Category Analysis

HEADLINES

TRENDS
Jeans remains a very popular type of apparel in Ukraine, favoured by both men and women, especially young and middle-aged Ukrainians. Considering that income levels of the majority of Ukrainians are lower than those of equivalent consumers in more developed countries, economy jeans have traditionally generated the bulk of value sales in jeans in Ukraine, accounting for 19 million of the total 31 million pairs of jeans sold in Ukraine in 2011. Sales of standard jeans comprised 11 million units in 2011, with premium jeans and super-premium jeans accounting for the remaining one million pairs of jeans sold. In 2011, standard jeans recorded the highest volume growth, increasing by 8%, followed by economy jeans, which also increased in volume by 8%. Brands which specialise in premium jeans and super-premium jeans were the brands which suffered the most from economising as the lingering effects of the economic crisis continued to influence consumer habits in Ukraine, increasing in volume by 3% and 2% respectively in 2011.

COMPETITIVE LANDSCAPE
In 2011 jeans was led by Jeans Superprice TOV (4% of retail sales value) and ARGO-Torgovelna Merezha TOV (2%). Jeans Superprice TOV offers a range of jeans under diverse brand names under all price segments. Similarly, ARGO remains successful as a distributor of a number of foreign brands such as Jack & Jones, Jennyfer and Vero Moda.

PROSPECTS
Jeans is set to remain a very popular apparel category in Ukraine during the forecast period. In line with their increasingly busy lifestyles, many Ukrainians are expected to begin paying even more attention to jeans due to the versatility and convenience of jeans. Jeans is expected to increase in volume by 23% and in constant value by 31% over the course of the entire forecast period. Provided the economic crisis is overcome during the early stages of the forecast period, Ukrainians will inevitably become more interested in standard jeans and premium jeans as high quality will increasingly become a priority. Brand consciousness will be another major factor driving value sales in jeans in Ukraine during the forecast period.

CATEGORY DATA

Summary 26 Jeans by Price Platform 2011
Table 58 Sales of Jeans: Volume 2006-2011
Table 59 Sales of Jeans: Value 2006-2011
Table 60 Sales of Jeans: % Volume Growth 2006-2011
Table 61 Sales of Jeans: % Value Growth 2006-2011
Table 62 Sales of Men’s Jeans: Volume 2006-2011
Table 63 Sales of Men’s Jeans: Value 2006-2011
Table 64 Sales of Men’s Jeans: % Volume Growth 2006-2011
Table 65 Sales of Men’s Jeans: % Value Growth 2006-2011
Table 66 Sales of Women’s Jeans: Volume 2006-2011
Table 67 Sales of Women’s Jeans: Value 2006-2011
Table 68 Sales of Women’s Jeans: % Volume Growth 2006-2011
Table 69 Sales of Women’s Jeans: % Value Growth 2006-2011
Table 70 Jeans Company Shares 2007-2011
Table 71 Jeans Brand Shares 2008-2011
Table 72 Forecast Sales of Jeans: Volume 2011-2016
Table 73 Forecast Sales of Jeans: Value 2011-2016
Table 74 Forecast Sales of Jeans: % Volume Growth 2011-2016
Table 75 Forecast Sales of Jeans: % Value Growth 2011-2016
Table 76 Forecast Sales of Men’s Jeans: Volume 2011-2016
Table 77 Forecast Sales of Men’s Jeans: Value 2011-2016
Table 78 Forecast Sales of Men’s Jeans: % Volume Growth 2011-2016
Table 79 Forecast Sales of Men’s Jeans: % Value Growth 2011-2016
Table 80 Forecast Sales of Women’s Jeans: Volume 2011-2016
Table 81 Forecast Sales of Women’s Jeans: Value 2011-2016
Table 82 Forecast Sales of Women’s Jeans: % Volume Growth 2011-2016
Table 83 Forecast Sales of Women’s Jeans: % Value Growth 2011-2016

Men's Outerwear in Ukraine - Category Analysis

HEADLINES

TRENDS
Ukrainian men are quite conservative when it comes to their choice of clothes and thus prefer more casual outerwear than Ukrainian women. Formal wear is popular with men who work in offices, although men’s suits maintain only a marginal presence in men’s outwear in Ukraine. Clothes which are suitable for wearing on a variety of occasions remain the most popular items in men’s outerwear in Ukraine and this became even more pronounced during the economic crisis as only the most necessary apparel items were purchased by the majority of Ukrainian men. During 2011, many Ukrainian men began spending more money on their clothing and footwear as consumer confidence continued to increase. Men’s outerwear increased in volume by 6% in 2011, a repeat of the growth recorded in 2010 and a continuation of the category’s turnaround from the 17% volume decline recorded during 2009.

COMPETITIVE LANDSCAPE
There are a high number of companies operating in men’s outerwear Ukraine, including several major multinational players, anonymous Chinese suppliers and local apparel manufacturers. The lead in terms of value sales in 2011 was shared between adidas Ukrayina DP and ARGO-Torgovelna Merezha TOV, the local distributor of nearly twenty international apparel brands including Mango, Guess and Parfois. Sela Corp was the closest competitor with a 1% value share (Sela), followed by Jeans Superprice TOV in fourth place, also with a 1% value share. Companies which specialise in men’s jeans continued to lead, due mainly to the popularity of jeans and denim wear in Ukraine.

PROSPECTS
Men’s outerwear has very healthy growth prospects for the forecast period. The category is expected to recover to reach annual volume sales commensurate with the levels reached during the first half of the review period, before the onset of the global financial crisis, which led to plummeting sales in a number of men’s outerwear categories. As long as current predictions for the recovery of the Ukrainian economy come to fruition, men’s outerwear is highly likely to increase in volume by 24% over the course of the forecast period, a slight improvement on the 23% volume increase recorded over the course of the review period.

CATEGORY DATA

Table 84 Apparel Size Chart for Men: Wrangler
Table 85 Apparel Size Chart for Men: Nike
Table 86 Apparel Size Chart for Men: Sela
Table 87 Sales of Men’s Outerwear: Volume 2006-2011
Table 88 Sales of Men’s Outerwear: Value 2006-2011
Table 89 Sales of Men’s Outerwear: % Volume Growth 2006-2011
Table 90 Sales of Men’s Outerwear: % Value Growth 2006-2011
Table 91 Men’s Outerwear Company Shares 2007-2011
Table 92 Men’s Outerwear Brand Shares 2008-2011
Table 93 Sales of Men’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 94 Forecast Sales of Men’s Outerwear: Volume 2011-2016
Table 95 Forecast Sales of Men’s Outerwear: Value 2011-2016
Table 96 Forecast Sales of Men’s Outerwear: % Volume Growth 2011-2016
Table 97 Forecast Sales of Men’s Outerwear: % Value Growth 2011-2016

Underwear, Nightwear and Swimwear in Ukraine - Category Analysis

HEADLINES

TRENDS
During 2011, Ukrainian consumers abandoned their economising habits, which were very much in evidence during the second half of the review period, as the negative effects of the economic crisis dissipated. This benefited underwear, nightwear and swimwear as the category saw volume sales rebounding to approach pre-crisis levels, increasing by 11% to 114 million units in 2011. In value terms, underwear, nightwear and swimwear increased even more dynamically, rising by 22% to UAH5.3 billion.

COMPETITIVE LANDSCAPE
Underwear, nightwear and swimwear in Ukraine remains a highly fragmented apparel category due to the very wide variety of products available in the category. As such, a high number of manufacturers are present in the category. Others accounted for 95% of retail value sales in underwear, nightwear and swimwear in Ukraine during 2011, and this includes mainly products of Chinese origin. Turkish and Polish products are also widely available in underwear, nightwear and swimwear in Ukraine.

PROSPECTS
Over the forecast period underwear, nightwear and swimwear in Ukraine is expected to increase in volume at a CAGR of 5%, commensurate with the 5% volume CAGR recorded over the review period. As the effects of the economic crisis begin to dissipate in Ukraine, consumers can be expected to increase their expenditure on underwear, nightwear and swimwear, an area which many Ukrainians reluctantly economised upon during the second half of the review period. Ukrainian women, in particular, can be expected to expand their wardrobes by adding a variety of underwear in a wider range of colours and designs in addition to classic designs.

CATEGORY DATA

Table 98 Sales of Underwear, Nightwear and Swimwear by Category: Volume 2006-2011
Table 99 Sales of Underwear, Nightwear and Swimwear by Category: Value 2006-2011
Table 100 Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2006-2011
Table 101 Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2006-2011
Table 102 Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2006-2011
Table 103 Sales of Men’s Underwear, Nightwear and Swimwear: Value 2006-2011
Table 104 Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2006-2011
Table 105 Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2006-2011
Table 106 Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2006-2011
Table 107 Sales of Women’s Underwear, Nightwear and Swimwear: Value 2006-2011
Table 108 Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2006-2011
Table 109 Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2006-2011
Table 110 Underwear, Nightwear and Swimwear Company Shares 2007-2011
Table 111 Underwear, Nightwear and Swimwear Brand Shares 2008-2011
Table 112 Sales of Men’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2006-2011
Table 113 Sales of Women’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2006-2011
Table 114 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Volume 2011-2016
Table 115 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Value 2011-2016
Table 116 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2011-2016
Table 117 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2011-2016
Table 118 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2011-2016
Table 119 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Value 2011-2016
Table 120 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2011-2016
Table 121 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2011-2016
Table 122 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2011-2016
Table 123 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Value 2011-2016
Table 124 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2011-2016
Table 125 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2011-2016

Women's Outerwear in Ukraine - Category Analysis

HEADLINES

TRENDS
During 2011, many Ukrainian women felt stronger impetus to upgrade their wardrobes with new outerwear as the effects of the global economic crisis began to dissipate, signalling the end of three years of austerity in Ukraine. Irrespective of their income levels, Ukrainian women are always keen on being stylish and looking good. Thus, the relative economic stability in 2011 was immediately translated into a positive performance in women’s outerwear. Women’s outerwear increased by 5% in volume during 2011, a slight acceleration from the 2% increase recorded in 2010. In actual terms, 97 million items of women’s outerwear were purchased in Ukraine during 2011 to a value of UAH24.2 billion.

COMPETITIVE LANDSCAPE
Women’s outerwear in Ukraine remained a highly fragmented category the end of the review period with no well established leaders. The leading player in value terms in 2011 was ARGO-Torgovelna Merezha TOV, which held a 2% value share. ARGO-Torgovelna Merezha TOV managed to hold onto the leading position through its wide assortments of flagship brands targeting consumers of different age and income.

PROSPECTS
The importance of women’s outerwear within apparel in Ukraine is not expected to diminish during the forecast period as positive growth is expected in both volume and value terms. In line with the waning effects of the recent economic crisis, many Ukrainian women can be expected to spend more on outerwear as it is a very ingrained cultural trait for Ukrainians to dress well on all occasions. Over the course of the forecast period, women’s outerwear is expected to increase in volume by 27%, stronger growth than the 16% volume increase recorded over the course of the review period.

CATEGORY DATA

Table 126 Apparel Size Chart for Women: Sela
Table 127 Apparel Size Chart for Women: Wrangler
Table 128 Apparel Size Chart for Women: Adidas
Table 129 Sales of Women’s Outerwear: Volume 2006-2011
Table 130 Sales of Women’s Outerwear: Value 2006-2011
Table 131 Sales of Women’s Outerwear: % Volume Growth 2006-2011
Table 132 Sales of Women’s Outerwear: % Value Growth 2006-2011
Table 133 Women’s Outerwear Company Shares 2007-2011
Table 134 Women’s Outerwear Brand Shares 2008-2011
Table 135 Sales of Women’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 136 Forecast Sales of Women’s Outerwear: Volume 2011-2016
Table 137 Forecast Sales of Women’s Outerwear: Value 2011-2016
Table 138 Forecast Sales of Women’s Outerwear: % Volume Growth 2011-2016
Table 139 Forecast Sales of Women’s Outerwear: % Value Growth 2011-2016