Table of Contents
Apparel in Egypt - Industry Overview
EXECUTIVE SUMMARY
Sharp decline in 2011 following good review period growth
Players spend less in order to keep prices steady
Fragmented sales led by local retailers and international brands
Clothing and footwear specialist retailers further extend dominance
Growth rates to recover by end of the forecast period
KEY TRENDS AND DEVELOPMENTS
Political and economic instability hits sales in 2011
Competitive environment sees growing consolidation
Price competition becomes increasingly important
Sportswear benefits from offering durability and discounting
Retailing development grinds to halt in 2011
Rising informal sales
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 Egypt - Company Profiles
Allied Trading & Consultancy in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Allied Trading & Consultancy: Competitive Position 2011
INTERNET STRATEGY
Alshaya Group in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Alshaya Group: Competitive Position 2011
INTERNET STRATEGY
Bella Donna Fouad Hodroj in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Bella Donna Fouad Hodroj: Competitive Position 2011
INTERNET STRATEGY
Bishara Group in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
INTERNET STRATEGY
Champion for Garment Mfg in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 13 Champion for Garment Manufacturing: Production Statistics 2011
Concrete Co in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Concrete Co: Competitive Position 2011
INTERNET STRATEGY
Fashion International Group in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Fashion International Group: Competitive Position 2011
INTERNET STRATEGY
International Co For Ready Made Garment in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 International Co For Ready Made Garment: Competitive Position 2011
INTERNET STRATEGY
Ra Sport Co in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Ra Sport Co: Competitive Position 2011
INTERNET STRATEGY
Shamsi Group in Apparel (Egypt)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Shamsi Group: Competitive Position 2011
INTERNET STRATEGY
Childrenswear in Egypt - Category Analysis
HEADLINES
TRENDS
Childrenswear proved considerably more resilient in comparison to adult clothing in 2011, with volume sales declining by 12%. In contrast, men’s clothing declined by 31% in the year, while women’s clothing declined by 14%. Adults kept their clothing purchases to a minimum in the year, due to ongoing political and economic turbulence. However, children grow and also tend to be tougher on their clothing in comparison to adults, with this resulting in a stronger need for replacement purchases among this group. In addition, many parents prefer to go without in order to provide for their children.
COMPETITIVE LANDSCAPE
Allied Trading & Consultancy was the leading player in childrenswear in 2011, accounting for 5% value share, while Concrete Co ranked second with 4% value share. All other players accounted for less than 1% value share in overall sales. Allied Trading & Consultancy owes its strength solely to the Nike brand, which is hugely popular among children and teenagers in Egypt. Concrete meanwhile offers its eponymous brand, which targets mid- and high-income consumers and has a strong focus on quality.
PROSPECTS
Childrenswear is expected to suffer from ongoing economic uncertainty at the start of the forecast period but will prove considerably more resilient in comparison to adult clothing. Volume sales are expected to decline further by 1% in 2012 over the previous year and then to return to good growth, with overall volume growth of 15% expected for the forecast period. This relatively swift recovery in comparison to overall clothing reflects a stronger need to buy childrenswear in comparison to adult clothing, due to children growing in size and also typically being tougher on their clothes. This volume recovery will also be linked to a high birth rate and large families.
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 Egypt - Category Analysis
HEADLINES
TRENDS
There was strong growth in sales of clothing accessories for much of the review period, with Egyptian consumers becoming increasingly interested in global fashion trends. This growth came to an abrupt end in 2011, however, as the January revolution was followed by economic woes for many and rising unemployment. There was thus a sharp drop in impulse purchases of clothing accessories and indeed a decline in fashion-oriented purchases. Consumers had less time, money or energy to spend on updating outfits with fashionable accessories, due to more pressing concerns related to finances or security.
COMPETITIVE LANDSCAPE
Allied Trading & Consultancy was a strong leader in clothing accessories, which is less fragmented than other product areas in apparel. The company accounted for almost 26% value share in 2011, mainly due to the strength of its fashionable sportswear brand Nike. Nike’s high share of 23% in 2011 was also linked to the brand’s high prices.
PROSPECTS
Volume sales are expected to recover from 2013 onwards for clothing accessories. However, constant value sales will take considerably longer to return to growth, with no constant value growth expected until 2016, the final year of the forecast period. While consumers will begin to buy clothing accessories more frequently during the forecast period, they will be reluctant to spend much on these products. Private label could well emerge during the forecast period, while many players will find that they have to continue to use frequent price promotions in order to maintain volume sales.
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 Egypt - Category Analysis
HEADLINES
TRENDS
The January revolution in 2011 had a marked negative impact on Egypt’s economy, resulting in rising unemployment and declining income levels for most consumers. Consequently, consumers sought to economise in the year. Many postponed footwear purchases unless absolutely necessary and there was a marked downturn in impulse purchases and in fashion-driven purchases. As a result, volume sales plummeted by 25% in 2011 over the previous year and current value sales declined by 22%. Despite strong volume growth annually in all other years of the review period, the decline seen in 2011 resulted in the overall review period seeing a marginal decline in sales.
COMPETITIVE LANDSCAPE
Allied Trading & Consultancy was the clear leader in footwear throughout the review period, accounting for 7% value share in 2011. All other players accounted for 2% value share or less in the year. This was due to the strength of the company’s Nike brand, which enjoys widespread popularity and a fashionable and durable positioning. The company also saw the strongest growth in value share in 2011 over the previous year, with a rise of almost two percentage points. This was thanks to strong sales via the company’s discount outlets, which offer previous seasons’ stock and faulty products at 20-40% discounts.
PROSPECTS
Footwear faces a bleak start to the forecast period. Consumers’ economic caution is expected to persist or intensify in 2012, with many being uncertain about the future of their country. Consequently, volume sales are expected to decline by 10% in the year. Volume sales are expected to return to slow and gradually increasing growth rates from 2013 onwards but will not regain 2010 sales levels by the end of the forecast period, with consumers remaining reluctant to spend on non-essentials. Impulse purchases and fashion-led footwear sales are thus set to remain muted throughout the forecast period.
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 Egypt - Category Analysis
HEADLINES
TRENDS
Like all product areas in apparel, hosiery was heavily impacted by the 2011 revolution and its aftermath, with a sharp 9% volume decline and 10% current value decline being seen in the year as a whole. This sharp decline was linked to economic uncertainty and declining income levels for most consumers, with many cutting back on expenditure as a result. However, hosiery proved considerably more resilient in comparison to both clothing and footwear, which saw volume decline of 17% and 25% as a result. This resilience was partly due to many regarding tights and socks as everyday essentials and partly due to the low price of these products. It is for example considerably cheaper to buy opaque tights rather than purchasing leggings, while a new pair of socks is more affordable than a new pair of shoes.
COMPETITIVE LANDSCAPE
Sales are heavily fragmented within hosiery, with “others” accounting for 93% value share in 2011. This includes numerous domestic brands and imports, alongside unbranded economy products. Most consumers are not concerned about brand when buying hosiery and simply want reasonable quality at the lowest possible price. If they can inspect products before purchase and are happy with their quality, they are therefore generally happy to buy unbranded products.
PROSPECTS
Tights and socks are expected to see ongoing commoditisation during the forecast period, with both product areas seeing a constant value unit price decline of 27%. This will be linked to strong consumer price-sensitivity at the start of the forecast period, which will also see the sharpest constant value unit price decline. Many consumers will opt for economy unbranded products and private label in order to save money, while retail players will also face strong pricing pressure from informal sales. Constant value unit price decline will also be driven by the widening range of good quality and affordable socks and tights available from supermarkets/hypermarkets’ private label ranges.
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 Egypt - Category Analysis
HEADLINES
TRENDS
Jeans proved more resilient in comparison to many other product areas in apparel at the end of the review period. While overall apparel saw 21% volume decline and 20% current value decline, jeans declined by just 17% in volume and 14% in current value terms. This relatively resilient performance was linked to the practical and hard-wearing image of jeans, with many being attracted to these products by their versatility and durability.
COMPETITIVE LANDSCAPE
Jeans is highly fragmented, with numerous small players and a high share for unbranded jeans. In 2011, “others” accounted for a dominant 93% value share. “Others” are strongest within economy jeans, many of which are unbranded, accounting for a steady 99% value share in this area in 2011. In standard, premium and super premium jeans, “others” however also accounted for a dominant share of 83%, 82% and 98% respectively. Furthermore, “others” gained share in premium jeans, with lesser-known brands more likely to be discounted and thus seeing stronger sales. Due to “others” strength in economy jeans, which saw the softest decline in 2011, “others” gained share in overall jeans, rising by over half a percentage point in 2011 over the previous year.
PROSPECTS
Jeans proved relatively resilient during the turbulence of 2011 in comparison to other products in apparel and is also expected to see a swifter recovery. While jeans is expected to see ongoing decline in 2012, with volume decline of 6% and constant value decline of 11%, by 2013 volume sales will return to growth of 2% while constant value sales will stabilise with less than 1% decline. By the end of the forecast period, sales will meanwhile see considerably stronger growth and a rise in constant value unit price, with volume and constant value growth of 5% and 6% respectively. Jeans success will be linked to these products’ durability and versatility, with consumers able to wear jeans with many other types of clothing and for many occasions.
CATEGORY DATA
Summary 28 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 Egypt - Category Analysis
HEADLINES
TRENDS
Sales were hard hit by the January 2011 Egyptian revolution and by its aftermath. Rising unemployment and a sharp drop in the country’s economic performance resulted in many consumers keeping their expenditure to the bare minimum due to economic uncertainty and poverty. Many consumers were already suffering as a result of declining global remittances due to the global economic downturn of 2009 and double-digit inflation for the last four years of the review period. Imports of men’s outerwear were further hindered by recurring unrest at Egypt’s ports. This resulted in many outlets struggling to gain delivery of new stock and also in stock shortages. Overall volume and current value sales consequently declined by 31% in 2011 over the previous year.
COMPETITIVE LANDSCAPE
There was growing consolidation within men’s outerwear in 2011, although sales continued to be highly fragmented. “Others” accounted for a dominant 87% value share in the year, with a presence for numerous independent retailers and small local brands. However, “others” lost over four percentage points in value share in the year, with many small operators struggling to survive as a result of civil unrest and a sharp decline in sales. The leading players also gained share thanks to their greater financial strength, with this enabling them to invest in attractive price promotions.
PROSPECTS
Men’s outerwear is expected to face a difficult start to the forecast period, with ongoing economic uncertainty for many consumers. Volume and constant value sales are expected to continue to see a sharp decline in 2012, with a drop of 9% and 18% respectively. Informal sales will continue to gain share from retail sales, due to lower pricing, while most consumers will continue to keep expenditure to a minimum. While volume sales are expected to return to slow growth in 2013 as the country begins to stabilise, constant value sales are meanwhile expected to continue to decline until 2014, with the first signs of a slow recovery expected in 2015. Constant value sales will continue to suffer from strong price competition and from consumers seeking out the lowest possible prices.
CATEGORY DATA
Table 84 Apparel Size Chart for Men: Zara
Table 85 Apparel Size Chart for Men: H&M
Table 86 Apparel Size Chart for Men: Nike
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 Egypt - Category Analysis
HEADLINES
TRENDS
The Egyptian revolution in 2011 was followed by strong economic uncertainty for most Egyptians, with unemployment rising, trade diminishing and the ever-present threat of further instability. Consumers also continued to be hit by high inflation of over 11% for the fourth consecutive year. Consequently, consumers prioritised the purchase of essential items in the year and avoided spending money whenever possible.
COMPETITIVE LANDSCAPE
Allied Trading & Consultancy was the only player in underwear, nightwear and swimwear in 2011 and throughout the review period to account for over 1% value share. The company had a strong 6% value share in 2011 and also saw the most dynamic growth in share over the previous year, with a rise of over a percentage point. While the company also offers the specialist women's underwear, nightwear and swimwear brand Women’secret, the bulk of the company’s share is derived from the success of Nike, which accounted for 5% value share in 2011.
PROSPECTS
There is expected to be a marked divergence between the performance of men's underwear, nightwear and swimwear and that of women's underwear, nightwear and swimwear during the forecast period. While men's underwear, nightwear and swimwear is expected to see a slightly stronger growth, this will mainly be driven by men’s underwear, which is expected to see a strong 18% volume growth during the forecast period. This growth will be driven by necessity and by rising disposable income levels, with men buying more underwear as economic uncertainty lessens.
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 Egypt - Category Analysis
HEADLINES
TRENDS
The Egyptian revolution of January 2011 had numerous repercussions and a sharp impact on sales of women’s outerwear. The remainder of the year saw ongoing political and economic uncertainty, with many consumers facing declining disposable income levels or increasing poverty. The aftermath of the revolution also resulted in a decline in imports, due to the closure of major ports and repeated riots by port staff, with many outlets struggling to obtain stock as a result. Overall, volume sales declined by 15% in 2011 over the previous year and current value sales by 12%. This decline dragged down overall review period growth rates, with volume growth of 1% for the review period as a whole, despite all other years during the review period achieving a good volume growth of 3-5% on an annual basis.
COMPETITIVE LANDSCAPE
Women’s outerwear is highly fragmented, with “others” accounting for a strong 90% value share in 2011. Numerous international and local brands are present, including many small independent operations. There is also a strong presence for unbranded generic products. “Others” however lost share dramatically in the year, with a drop of four percentage points. This was due partly to many small independent operators struggling to survive as a result of civil unrest and declining sales. In addition, larger players have stronger budgets for price promotions, using these to attract an increasingly price-sensitive consumer base.
PROSPECTS
The first two years of the forecast period will continue to prove extremely challenging for players in women’s outerwear. Constant value sales are expected to decline by 11% in 2012, while volume sales are expected to decline by a further 4%. This will be due to ongoing political instability and economic uncertainty, with consumers being reluctant to spend money on women’s outerwear unless absolutely necessary. While volume sales are expected to return to slow growth by 2013, constant value sales are meanwhile expected to decline by a further 3%, as consumers remain highly price-sensitive and seek out the lowest prices and the best bargains. Retail sales are also expected to be constrained by strong informal sales at the start of the forecast period.
CATEGORY DATA
Table 126 Apparel Size Chart for Women: Levi's
Table 127 Apparel Size Chart for Women: Zara
Table 128 Apparel Size Chart for Women: H&M
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