Getting More from Less: The Future of Apparel in Europe

For the apparel industry, decades of deflation have left retailers and manufacturers dependent on increased volume consumption to drive value sales growth. However, since 2010, a lacklustre economic recovery and flat volume growth has raised concerns that the European market has reached its peak in terms of volume sales. This briefing explores the underlying reasons for this trend and examines how the European apparel industry can continue to grow through charging more for less.

This global briefing by Euromonitor International's offers an insight into to the size and shape of the apparel market, highlights buzz topics, emerging trends as well as pressing industry issues. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the clothing and footwear market - be they changes on the supply side, in channel dynamics, economic/ lifestyle /demographic influences or pricing issues. Forecasts illustrate how the market is set to change and criteria for success.

Product coverage: Clothing, Footwear.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

What this report includes:

• Up-to-the minute analysis of the latest trends in the industry
• New product development, forecasts and other themes
• Unique graphics and illustrated case studies
• Most recent brand and company news
• New insight into the size and shape of the market

Why buy this report:

• Clear, concise powerpoint format makes it easy to digest
• Leading industry opinion keeps you abreast of latest news and trends
• Forward-looking outlook on a category, market or issue affecting the industry
• Latest five year forecasts assess how the market is predicted to develop
• Understand the competitive environment, the leading players and brands
   

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Introduction

• Scope
• Objectives of the report
• Key findings

How Apparel in Europe Fits into the Wider Economic Picture

• Apparel in the wider economic environment: EU27
• How do GDP figures relate to the retail industry?
• Statistics: When to believe the hype and when to ignore it
• Conundrum for retailers and manufacturers: The paradox of spend
• Where apparel fits in the consumer goods classification system
• Semi-durable goods typically perform worse than most in the EU
• Deflation in the apparel industry hits growth rates
• Growing polarisation in apparel leads to two routes

The End of Volume Growth in Europe

• A closer look at the European apparel market: EU15
• Highlighting the importance of the EU15 market
• How apparel in the EU15 breaks down by market
• Category and gender breakdown for apparel in 2011
• The most frequently purchased apparel items in the EU15
• How fast fashion has changed the competitive landscape over time
• Nothing lasts forever: The end of apparel volume growth
• How the fundamentals of fashion are changing
• Forecasts for the 2011-2016 period for the EU15 apparel market
• Underlying factors supporting the forecasts for the EU15

What Are Consumers Willing to Pay More For?

• How to raise unit prices in apparel: France, Germany and the UK
• Quality, price and availability prove crucial decision factors
• "Needs must" attitude prevalent among older consumers
• Consumer perceptions of "Green" vary considerably
• Summary of findings from the survey for the apparel industry

Conclusion

• The future focus for the apparel industry in Europe