Table of Contents
Apparel in Austria - Industry Overview
EXECUTIVE SUMMARY
Stable growth in 2011
Blurring of styles becomes more prominent
Apparel specialist retail chains maintain the lead in a fragmented landscape
Internet retailing gains strength, with consumers doing more shopping online
Sales are expected to decline slightly in constant value terms but grow in volume terms
KEY TRENDS AND DEVELOPMENTS
Stronger competition seen amongst apparel specialist retailers
Growing trend towards fashionable clothing and sportswear
Internet retailing strengthens in importance and increases pricing pressures
Macro economy: employment figures indicate economic recovery
Lifestyle changes – shopping increasingly becomes a leisure activity
Stronger focus on children’s footwear to account for quick upgrowth
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 Austria - Company Profiles
adidas AG in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 adidas AG: Competitive Position 2011
INTERNET STRATEGY
Fussl Modestraße Mayr GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Fussl Modestraße Mayr GmbH: Competitive Position 2011
INTERNET STRATEGY
Hennes & Mauritz (H&M) GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 Hennes & Mauritz (H&M) GmbH: H&M in Vienna
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Hennes & Mauritz (H&M) GmbH: Competitive Position 2011
INTERNET STRATEGY
Levi Strauss & Co (Europe) LSEMA in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Levi Strauss & Co (Europe) LSEMA: Competitive Position 2011
INTERNET STRATEGY
Nike Deutschland GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Nike Deutschland GmbH: Competitive Position 2011
INTERNET STRATEGY
Palmers Textil AG in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 2 Palmers Textil AG: Palmers in Vienna
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Palmers Textil AG: Competitive Position 2011
INTERNET STRATEGY
Stiefelkönig Schuhhandels GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 3 Stiefelkönig Schuhhandels GmbH: Stiefelkönig in Vienna
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Stiefelkönig Schuhhandels GmbH: Competitive Position 2011
INTERNET STRATEGY
Stummer GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Stummer GmbH: Competitive Position 2011
INTERNET STRATEGY
Wolford Beteiligungs GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 4 Wolford Beteiligungs GmbH: Wolford in Vienna
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Wolford Beteiligungs GmbH: Competitive Position 2011
INTERNET STRATEGY
Zara Österreich Clothing GmbH in Apparel (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 5 Zara Österreich Clothing GmbH: Zara in Vienna
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Zara Österreich Clothing GmbH: Competitive Position 2011
INTERNET STRATEGY
Childrenswear in Austria - Category Analysis
HEADLINES
TRENDS
Despite the declining birth rate and smaller families, consumers still spend increasing amounts of money on childrenswear to pamper their fewer children. In fact, the fertility rate is 1.4 births per female, and was below replacement level in 2011. Despite this, there was an increase in childrenswear of 3% in both volume and current value terms.
COMPETITIVE LANDSCAPE
Childrenswear was led by the domestic company Stummer in 2011 (owned by the German GBO L Püttmann) with a 5% value share, closely followed by S Oliver Bernd Freier and Esprit Retail with the same value shares. Hennes & Mauritz (H&M) followed with a 3% value share.
PROSPECTS
Over the forecast period, contrary to demographic trends, sales of childrenswear are likely to continue increasing in volume terms, with a CAGR of 2%, and stagnate in constant value terms, with a negligible positive CAGR over the forecast period to 2016. At the same time, best agers are the target group with the most potential in terms of disposable income, and are likely to spoil their grandchildren with childrenswear.
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 Austria - Category Analysis
HEADLINES
TRENDS
Women who faced limited budgets but had the same interest in fashion over the review period learnt through the economic crisis how to creatively use clothing accessories to reinvent the existing items in their wardrobes. Rather than compromising on the quality of apparel they purchased, consumers started to opt for the usual quality of items, but maybe at a slower pace, and rather invested in clothing accessories. In 2011, the need to use clothing accessories to compensate ended, but consumers had already acquired the skill of using such accessories.
COMPETITIVE LANDSCAPE
The most important players in outerwear were also active in this category, with Hennes & Mauritz (H&M) leading clothing accessories with a 4% share in 2011, closely followed by C&A Mode. The rather low shares of the leading players in clothing accessories were characteristic of this very fragmented category.
PROSPECTS
Another twist is expected for the forecast period – whilst still interested in using clothing accessories as key items, consumers are likely to successfully find the same clothing accessories but at lower prices by comparing prices and purchasing online. Therefore, clothing accessories is expected to see a negligible negative constant value CAGR, but a volume CAGR of 1% to 2016.
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 Austria - Category Analysis
HEADLINES
TRENDS
Footwear saw a slight dip in unit prices in 2009, as consumers were faced with limited disposable incomes, and opted for slightly cheaper shoes. While women continued to search for a bargain in 2010 and 2011, men rather opted for more expensive and higher-quality shoes.
COMPETITIVE LANDSCAPE
The leading GBO Leder & Schuh acquired the second ranked NBO Stiefelkönig Schuhhandels by mid-2011. At the NBO level, Leder & Schuh International dominated footwear with a 27% value share in 2011, followed by Stiefelkönig Schuhhandels with 10%. The third ranked company was Deichmann Schuhvertriebs with a 10% value share.
PROSPECTS
Footwear sales are expected to see a negative constant value CAGR of 1% and positive volume CAGR of 1% to reach €1.2 billion and 27 million pairs in 2016. Footwear unit prices are expected to decrease at a faster rate caused by an increase in the offer of online footwear retailers, and bargains, whereby expensive brands can be purchased at lower prices.
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 Austria - Category Analysis
HEADLINES
TRENDS
With a trend towards the blurring of hosiery and outerwear when it comes to leggings vs tights, hosiery was the loser in 2011, leading to a volume decline of 1% and current value growth of 1%. In fact, due to the trend towards using leggings as trousers, tights saw the strongest decline of 1% in volume terms in 2011.
COMPETITIVE LANDSCAPE
The highly fragmented hosiery category was led by the apparel specialist retailer Hennes & Mauritz (H&M) with a 7% value share, followed by the German hosiery specialist Falke with a 5% share. Tom Tailor Retail and adidas also held 5% value shares, followed by the high-end hosiery specialist Wolford Beteiligungs and the Italian hosiery retailer Calzedonia, both with 4% shares.
PROSPECTS
Hosiery is expected to be affected by a similar trend as clothing accessories, with consumers spicing up their wardrobes by only changing the details, instead of the main outerwear items. However, hosiery is expected to see a weaker impact from this trend, with a negative constant value CAGR of 1%, but a negligible positive volume CAGR to 2016.
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 Austria - Category Analysis
HEADLINES
TRENDS
With an increasing range of jeans in terms of style and size combinations, and higher disposable incomes after the economic crisis, sales of jeans increased by 2% in both current value and volume terms in 2011. Although the news was flooded with the negative health effects that sandblasting, which is the procedure to makes jeans look used, has on workers in factories, consumers kept buying jeans, and only marginally followed the outcome of these accusations.
COMPETITIVE LANDSCAPE
Jeans was dominated by strong retailers in 2011, with New Yorker Group-Services International leading with a 3% value share, followed by Hennes & Mauritz (H&M), C&A Mode and NKD Österreich. The highest ranked specialised jeans manufacturer Levi Strauss & Co held a 2% value share and fifth position.
PROSPECTS
Over the forecast period, this exciting type of apparel is expected to see a rather uneventful negligible volume CAGR, and a 1% constant value CAGR. Apart from jeggings, this category had reached its innovation potential in 2011, with colours and styles exhausted. Jeans with flower prints were rather unpopular, limiting the room for major innovations. However, compared with the review period negative constant value CAGR of 3%, the uneventful 1% constant value CAGR in the forecast period actually represents recovery from the past crisis.
CATEGORY DATA
Summary 29 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 Austria - Category Analysis
HEADLINES
TRENDS
As sportswear was gaining in importance at home, and even made it into casual business attire, men’s outerwear grew by 1% in current value terms and by 2% in volume terms in 2011. This was because men started to adapt their wardrobes, adding sportswear, which could be considered lounge or business casualwear, with the blurring of styles. Whilst this was the same direction as for women’s outerwear, men’s outerwear grew at a slower pace, as men, on average, keep the same wardrobe for a longer time than women.
COMPETITIVE LANDSCAPE
Men’s outerwear was led by the major apparel specialist retailers in 2011, including Hennes & Mauritz (H&M) with an 8% value share, followed by C&A Mode with 6%. All further competitors followed with 3% shares or less. Apart from simply having wide coverage, they also offer the entire range of clothing. In addition, H&M, as well as C&A stores, can be found in the most prominent locations in city centres and shopping malls.
PROSPECTS
Due to the competition from cheaper online stores and the consequent possibility of purchasing in other EU countries which have a wider offer but lower prices and earlier innovation releases, sales of men’s outerwear are likely to grow in volume terms but stagnate in constant value terms. In addition, assuming that the exchange rate for the British pound remains favourable against the euro, consumers might shift to UK online stores. In fact, men’s outerwear is expected to stagnate in constant value terms, with a negligible negative CAGR, but grow by a CAGR of 2% in volume terms.
CATEGORY DATA
Table 84 Sales of Men’s Outerwear: Volume 2006-2011
Table 85 Sales of Men’s Outerwear: Value 2006-2011
Table 86 Sales of Men’s Outerwear: % Volume Growth 2006-2011
Table 87 Sales of Men’s Outerwear: % Value Growth 2006-2011
Table 88 Men’s Outerwear Company Shares 2007-2011
Table 89 Men’s Outerwear Brand Shares 2008-2011
Table 90 Sales of Men’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 91 Forecast Sales of Men’s Outerwear: Volume 2011-2016
Table 92 Forecast Sales of Men’s Outerwear: Value 2011-2016
Table 93 Forecast Sales of Men’s Outerwear: % Volume Growth 2011-2016
Table 94 Forecast Sales of Men’s Outerwear: % Value Growth 2011-2016
Table 95 Apparel Size Chart for Men: H&M
Table 96 Apparel Size Chart for Men: Adler
Table 97 Apparel Size Chart for Men: Zara
Underwear, Nightwear and Swimwear in Austria - Category Analysis
HEADLINES
TRENDS
Beyond the aesthetic element of underwear, nightwear and swimwear, consumers are increasingly paying attention to the functional use of these items, including shapewear and sports underwear. Therefore, sales of underwear, nightwear and swimwear increased by 1% in volume terms and by 2% in current value terms in 2011. Consumers were interested in relatively higher-priced items on average, as they had higher disposable incomes than during 2009/2010.
COMPETITIVE LANDSCAPE
As most apparel categories, underwear, nightwear and swimwear was highly fragmented in 2011, but was led by the underwear, nightwear and swimwear specialist Palmers Textil with a 6% value share, followed by the apparel retailer Hennes & Mauritz (H&M) with 5%. Two further budget/economy retailers followed with 5% and 3% shares respectively, C&A Mode and KiK Textilien & Non-Food. The underwear, nightwear and swimwear specialist Triumph International followed with a 2% share.
PROSPECTS
Over the forecast period, and with the increasing emergence of internet retailing and outlet store opportunities, underwear, nightwear and swimwear is expected to increase by a volume CAGR of 1%, but decline in constant value terms, with a negative CAGR of 1% to 2016. Whilst consumers are likely to purchase a higher amount of items from their favourite brands, they are likely to find them at lower prices online or in regional outlet stores.
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 Austria - Category Analysis
HEADLINES
TRENDS
Unlike in other countries, where this was a popular style over the review period, loungewear is only just now becoming an increasingly known concept and an increasingly popular type of clothing. As women supplemented their wardrobes with these items, women’s outerwear recorded steady 2% current value growth and 1% volume increase in 2011.
COMPETITIVE LANDSCAPE
Women’s outerwear was led by Hennes & Mauritz (H&M) with a 7% share in 2011, closely followed by C&A Mode. Three main features attract consumers to these standard types of retail outlets: a wide range of clothing, lower prices and large-sized clothing. These retail outlets allow even younger and less financially secure consumers to regularly replace their entire wardrobes.
PROSPECTS
Women’s outerwear is expected to continue to grow in volume terms, with a CAGR of 1%, but is expected to see a negative CAGR of 1% in constant value terms to 2016. This shift towards lower unit prices is related to the availability of online bargains, and the increasing trust and interest in online retailers amongst consumers of all ages.
CATEGORY DATA
Table 126 Sales of Women’s Outerwear: Volume 2006-2011
Table 127 Sales of Women’s Outerwear: Value 2006-2011
Table 128 Sales of Women’s Outerwear: % Volume Growth 2006-2011
Table 129 Sales of Women’s Outerwear: % Value Growth 2006-2011
Table 130 Women’s Outerwear Company Shares 2007-2011
Table 131 Women’s Outerwear Brand Shares 2008-2011
Table 132 Sales of Women’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 133 Forecast Sales of Women’s Outerwear: Volume 2011-2016
Table 134 Forecast Sales of Women’s Outerwear: Value 2011-2016
Table 135 Forecast Sales of Women’s Outerwear: % Volume Growth 2011-2016
Table 136 Forecast Sales of Women’s Outerwear: % Value Growth 2011-2016
Table 137 Apparel Size Chart for Women: H&M
Table 138 Apparel Size Chart for Women: Zara
Table 139 Apparel Size Chart for Women: Esprit