欧洲泳装市场分析

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Introduction to the Swimwear Market,泳衣市场的介绍,Alexandra Suhner,Agenda,日程,Swimwear Market,泳衣市场,The Consumer,消费者,Key Brands,主要品牌,Bestsellers,热卖品,Marketing and Promotion,营销与推广,Trends,趋势,Research: Just Style and,Mintel,Please note that the images and facts in this lecture are copyright protected and cannot be used for any commercial purposes or distribution.,请注意：此次讲座所含图片和文字均受版权保护，不可用作任何商业目的和转发。,The Swimwear Market,泳衣市场,Sink or swim: the swimwear market to 2014,沉没或“游泳”：,2014,前的泳衣市场,The fall-out from the global credit crunch is likely to have an adverse effect on the clothing industry for some time.,全球金融危机未来还会对服装产业产生负面影响,Overall, it could lower world swimwear growth between 2008 and 2014 from 5.32% to 1.69% and leave the world market at retail worth US$13.25bn rather than US13.85bn, according to a new report from just-style.,据,just-style,的新报告显示，,2008-2014,年，泳衣增长预计从,5.32%,降至,1.69%,，全球零售市场总额修订为亿美元,The Swimwear Market,泳衣市场,This worst-case scenario, the report says, is likely to lead to a considerable reduction in the exceptionally large number of swimwear brands that exist today.,报告还说，糟糕的经济可能使泳衣品牌“大幅减少,Ed Hardy,The Swimwear Market,泳衣市场,Retail market in 2008,2008,年零售市场,Just-style estimates the retail market for swimwear and beachwear in 2008 is worth US$13.15bn - a 2.1% rise on the markets value of US$12.88bn in 2006.,just-style,估计,2008,年泳衣与沙滩装的零售市场总额达到亿美元，较之,2006,年的亿增长,2.1%,Within this, womens swimwear represents 70% of the world total value, followed by mens swimwear (17%), girls swimwear (10%), and boys swimwear (4%).,女式泳衣占,70%,，接下来是男式泳衣（,17%,），女孩泳衣（,10%,），男孩泳衣（,4%,）,The Swimwear Market,泳衣市场,Overall, just-style estimates that the average world retail price for swimwear and beachwear in 2008 is US$12.43. (up from $12.35 in 2006),just-style,估计,2008,年泳衣与沙滩衣全球平均零售价格为美元。（,2006,年为美元,）,The Swimwear Market,泳衣市场,Why the slow growth?,为什么增速缓慢？,the current uncertain economic situation,现今不确定的经济形势,long-term population stagnation,人口增长长期滞后,the shift in branded manufacturing to lower-cost countries.,品牌生产转移至低成本国家,Marks & Spencer,The Swimwear Market,泳衣市场,The future market,未来市场,Following the Beijing Olympics last year, the next major event for swimwear will be the London Olympics in 2012.,继北京奥运会后，下一个对于泳衣销售来说最大的盛事就是,2012,伦敦奥运会,Unit sales for 2012 will be 1,099m pieces, a growth of 41m units from 2008,.,2012,年销量将达到亿，比,2008,年增加,4100,万件,The Swimwear Market,泳衣市场,Branding diversity,品牌多样化,In the developed world, brands account for between 60% and 70% of the value of the market,在发达国家，品牌占有率达到,60-70%,The Swimwear Market,泳衣市场,Branding diversity,The variety of brands that exist, especially in Western Europe that contribute to the continuing diversity of the swimwear market.,品牌的多样化，尤其在西欧，势必造成泳衣市场的持续多样化,Speedo,The Swimwear Market,泳衣市场,The market and product future,市场与产品前景,Swimwear fashion in the Western world will be driven by the acceptance of swimming as a relaxing pastime for an ageing population;,西方老龄化人口认为游泳是轻松的消遣方式，这种观点促进了泳衣的销量,Among the younger age group, swimwear will be worn away from the sea and the pool;,年轻人即使不在海里和水池中也照样穿泳衣,The Swimwear Market,泳衣市场,The market and product future,市场与产品前景,Figure supporting and enhancing fabrics will encourage older women to wear swimwear;,形体支撑面料使老龄妇女热衷泳衣,Internet sales growth will outstrip that of traditional retailing;,网络销售增长超越了传统零售手段,The Swimwear Market,泳衣市场,The market and product future,市场与产品前景,The London Olympics will create a swimwear market splash in 2012, as an antidote to the gloom and doom forecast for 2009-2010.,伦敦奥运会是,2009-2010,低迷预测的一贴良剂,The Swimwear Consumer,泳衣消费者,The Consumer,Female purchasing of swimwear shows a broad based appeal to 15-54-year-olds.,15-54,岁女性是主要潜在泳衣消费者,Perhaps surprisingly, respondents aged 35-44-years-old are found to be key buyers of swimwear, denoting that this age group is important in terms of taking holidays abroad.,35-44,岁是最主要泳衣买家，显示这个年龄段的人喜欢国外度假,The Swimwear Consumer,泳衣消费者,The Consumer,The proportion of women buying swimwear holds up well across all age groups until the 45-54 benchmark, when it falls off sharply.,各个年龄段的女性都喜欢买泳衣，不过,45-54,岁会显著下降,The implication is that mass-market clothing retailers of womens swimwear/beachwear need to segment their ranges carefully to appeal to a wide target audience, and have something for everyone in their offerings, rather than simply high-fashion garments.,这说明泳衣沙滩衣商家需要迎合各个目标群体的需求，而不仅限于时尚款式,The Swimwear Consumer,泳衣消费者,The Consumer,Women in the 55+ age groups do tend to become less fashion-conscious and may therefore retain their swimwear for use over several years, since use will be reserved solely for holidays abroad.,55,岁以后的女性就不热衷时尚了，因此一件泳衣会穿很多年。,泳衣的购买力与社会经济地位有很大联系。见表,The Swimwear Consumer,泳衣消费者,The Consumer,Purchase of swimwear is strongly related to the socio-economic status of the respondent with one quarter of men and 40% of women in group AB having bought swimwear in the preceding 12 months, compared to just 11% of men and 17% of women in group E.,The Swimwear Consumer,泳衣消费者,The Consumer,Marital status does influence purchasing behaviour in that some 41% of single women purchased garments over the year, compared to 35% of married women: Single women clearly tend to enjoy more disposable income to spend on items for self, including clothing and toiletries among others.,结婚状况的确影响购买行为，相比,35%,的已婚妇女，,41%,的单身女性会在一年期间购买泳衣，单身女性还会为自己花费更多用于购买服装，卫生间用品,。,Key Brands in the Swimwear Market,泳衣市场的主要品牌,The most important of these are retailer brands, in particular M&S, and sports brands such as Adidas and Speedo. These three brands dominate the UK market for beachwear, while numerous smaller brands compete for niche positions.,最重要的是零售品牌，如玛莎，阿迪达斯或,Speedo,这样的运动品牌。这三大品牌主导了英国沙滩装市场，其他小品牌则竞争其他商机,One reason for the large number of players within the UK swimwear market is that it consists of a large number of brands from diverse backgrounds that target niche markets.,英国泳衣市场百家争鸣，原因之一是存在大量背景多样的品牌,Key Brands in the Swimwear Market,泳衣市场的主要品牌,Retailer brands,零售品牌,eg M&S, Next, John Lewis Aquatics, Primark,Dedicated beachwear brands,专门沙滩衣品牌,eg Seafolly, Gottex, Gideon Oberson and Huit,Sports brands,运动品牌,eg adidas, Speedo,Key Brands in the Swimwear Market,泳衣市场的主要品牌,Fashion/designer brands,时尚设计师品牌也会提供泳衣产品,which offer swimwear as part of the range, eg Gucci, Emporio Armani, Dolce & Gabbana, Gianni Versace, Polo Ralph Lauren,Lingerie/underwear brands,内衣品牌多样化，介入沙滩装市场,that have diversified into the beachwear market, eg Agent Provocateur, Fantasie, Triumph, Cosmopolitan,Speedo,Established in Australia in 1928, Speedo claims to be the worlds number one swimming brand and has an estimated 16% share of the UK market (2001).,1928,年在澳大利亚创立，,Speedo,宣称为世界第一泳衣品牌，,2001,年估计占英国市场,16%,份额,Speedo,The company has a reputation for product innovation in its mission to achieve the worlds fastest swimsuit, having pioneered the first swimwear brand to produce a nylon/Lycra mix swimsuit in the 1970s. In 1996 for The Atlanta Olympics, the company launched Aquablade, a fabric which is claimed to reduce surface resistance and, hence, increase speed through the water.,70,年代，,Speedo,制作了尼龙莱卡混合泳衣，,96,年亚特兰大奥运会时，发布,Aquablade,面料，据称，该面料可以减小阻力，从而提升水中速度,.,Speedo,Speedos new Fastskin full-length one-piece bodysuit grabbed the headlines at The 2000 Sydney Olympics. According to Speedo, its Biomimetic design emulates the hydrodynamic efficiency of a sharks skin with fabric that mimics shark skin and seaming that improves muscle co-ordination. The company claims the suit offers as much as 3% improvement in speed.,Speedo,的,Fastskin,连体泳装在悉尼奥运会风光无限。据,Speedo,称，“仿生”设计模仿鲨鱼皮水力效能，提升机体协调。公司还称，鲨鱼皮泳衣可以提高,3%,的速度,Speedo,Collaboration with Comme des,Garons,Speedo,与,Comme des,Garons,的合作,Speedo,The brand, best known for is functional sports-based swimwear, has moved into new product areas. The companys range now offers three distinct segments:,Speedo,目前已涉足运动泳衣以外的领域，主要有三大部分：,Leisure Swim and Kids Swim,休闲泳衣与儿童泳衣,Beachwear range - a wider selection of beach apparel,沙滩衣系列,Multisport - a leisure range to include both mens and womens underwear, together with a fitness range.,多功能运动休闲系列,Speedo,Seafolly,Since 1975, Seafolly has been at the epicentre of Australian beach lifestyle and has quickly become one of the most recognized swimwear and beach lifestyle brands world-wide. accessories collection.,自,1975,年，,Seafolly,便成为澳大利亚沙滩衣的中心品牌,。,Seafolly,Setting the seasons trends, Seafolly offers a fun, fashion forward and innovative range of swim and lifestyle wear.,Seafolly,应对季节趋势，提供有趣，时尚前卫，新意的泳装系列,Seafolly have all an array of bikinis, one piece swimsuits, cover ups and apparel along with an extensive accessories collection.,Seafolly,拥有全线比基尼，连体泳装以及其他配饰系列,Seafolly,Bold statement prints, contrasting textures and injections of eclectic colour encapsulate and reflect the SEAFOLLY brand philosophy.,张扬的印花，对比强烈的材质和电力十足的颜色浓缩了,Seafolly,的品牌理念,Seafolly,Zimmerman,Australian brand founded in 1991 by sisters,Nicky & Simone Zimmermann,1991,年为,Nicky Zimmermann,与,Simone Zimmermann,姐妹所创,Sophisticated femininity, strong silhouettes, clever colour combinations and delicate original prints.,成熟的女性主义，强烈的轮廓，睿智的颜色配搭以及优雅的原创印花,Zimmerman,Zimmermann present their ready-to-wear collections each year at Mercedes Australian Fashion Week (April), and the Miami Swim Fair (July) in the US.,Zimmermann,都会在梅赛德斯澳大利亚时装周（,4,月），美国迈阿密泳衣展（,7,月）亮相,Zimmerman,Bestsellers,热卖品,One piece swimsuits were previously more popular due to practicality, support and less revealing than bikinis,连体泳衣因其实用，支撑感，不似比基尼那般暴露而得到越来越多顾客的青睐,Bestsellers,热卖品,However, there are now a wide variety of styles and cuts of bikinis,from skimpy bikinis to tankinis, classic underwired styles for women who need more support etc,目前市面上有不少比基尼和坦基尼，经典的内嵌金属丝提供更多支撑，为女性喜爱,Marketing and Promotion,营销与推广,Advertising,The level of above-the-line advertising activity within the beachwear sector has traditionally been low advertising campaigns,沙滩装预算的广告投放水平一直比较低,sports brands such as adidas invest heavily in overall umbrella branded,像阿迪达斯一样的运动品牌在整体品牌广告推广上投资很重,Marketing and Promotion,营销与推广,Advertising,Furthermore, above-the-line advertising expenditure data do not take into account the fact that some brands, such as Speedo, utilise sponsorship and POS material around key sporting events, such as The Olympic Games held in Sydney during 2000, to increase brand awareness.,再者，预算广告花费没有考虑到某些品牌以赞助商身份使用大型运动会的销售店资源来提升品牌关注度。,Marketing and Promotion,营销与推广,Sponsorship,赞助,In terms of promotional activity, most brands and retailers focus on in-store promotional activity, with sports swimwear brands sponsoring or supporting a collection of competitive swimmers to endorse their product.,大多品牌与零售商将重点放在店内推广上，运动泳衣品牌则通过赞助有竞争力的运动员来宣传产品,Marketing and Promotion,营销与推广,The packaging challenge,包装竞争,Packaging and overall presentation of swimwear can also be a major promotional tool, although swimwear can be a particularly difficult product to display in an innovative manner.,泳装的包装是一个巨大推广工具，尽管泳衣难以展现创新手段,Marketing and Promotion,营销与推广,The packaging challenge,包装竞争,Most garments are presented on hangers, which can be difficult to maintain, as they often fall off the hangers.,多数服装用衣架在展示，这样很难保持形状，因为衣服经常脱落,Marketing and Promotion,营销与推,广,The packaging challenge,包装竞争,The enhanced emphasis on mix-and-match garments, and specifically accessories, in collections presents a challenge in terms of in-store merchandising to encourage purchasing across the range.,混搭与配饰的流行给店内的营销提出了挑战,Marketing and Promotion,营销与推广,Trade shows,时装秀,Most branded goods, particularly overseas brands, rely on trade shows and exhibitions.,大多品牌服装，尤其海外品牌，倚重时装秀和时装展,Major UK events include The Sun & Swimwear Show in London and the Harrogate Lingerie Show in Yorkshire.,英国主要的展会有伦敦泳装秀，以及约克郡的哈罗盖特内衣秀,Marketing and Promotion,营销与推广,Womens magazines,女性杂志,The Cosmopolitan beachwear range is naturally promoted through,Cosmopolitan,magazine, although the main emphasis is through PR, with a campaign also being conducted through womens fashion magazines, and national and regional press.,都市沙滩装自然通过都市杂志来推广，主要手段是通过在女性时尚杂志或者国家与地方报纸上投放广告来进行宣传,Marketing and Promotion,营销与推广,Womens magazines,女性杂志,Many other retailer brands such as M&S do benefit from PR activity in the clothing pages of womens magazines which act as a showcase to what is on offer in-store.,很多零售品牌，如玛莎，在女性杂志上投放产品广告，效果就像店内展示一样,Current Trends: Animal Prints,当下趋势：动物印花,Zebra, giraffe and all manner of wild prints on the beach this year.,斑马，长颈鹿以及所有野生动物印花今年会风靡海滩,Out of Africa trend.,“走出非洲”趋势,The black and white zebra print, both in bikinis and one-piece styles, with adjoining hoops for detail,斑马纹印花，加上环状配件会成为比基尼与连体衣的印花,Jungle and safari-like prints,丛林与东非游猎式印花,Current Trends: Floral Prints,当下趋势：花朵印花,Florals are feminine and date well,花朵是体现女性，也是适合潮流的,Badgley Mishka and Elie Tahari,Current Trends: Floral Prints,当下趋势：花朵印花,House of Holland and Seafolly,Current Trends: Bold and Bright Colours,当下趋势：张扬与明亮的色调,Bold block colour swimwear to compensate for detailed product design.,张扬的颜色泳装弥补了产品细节设计的不足,Elie Saab and Herve Leger,Current Trends: Bold and Bright Colours,当下趋势：张扬与明亮的色调,Hot pinks, neons, and light blues very popular.,热烈的粉红，霓虹色，淡蓝非常流行,Jean Paul Gaultier, VPL,Current Trends: One shoulder Bikinis,当下趋势：单肩比基尼,Taking their cues from the one shoulder fashion trend, one-shouldered bikinis will be the must have swimwear in 2009,.,单肩的潮流势必影响到泳装，,2009,的单肩泳装绝对有一席之地,Current Trends: One shoulder Bikinis,当下趋势：单肩比基尼,Marios Schwab married the one-shouldered bikini with the cutaway bikini trend on his Spring/Summer 2009 runway at LFW,Marios Schwab,将单肩与圆形下摆式比基尼相结合，在,2009,LFW,春夏上展示,Current Trends: Monokinis,当下趋势：单基尼,A one-shouldered monokini was seen on Herv Lger by Max Azrias Spring/Summer 2009 catwalk,单肩单基尼,Current Trends: Monokinis,当下趋势：单基尼,The one-piece cemented its comeback of last year by broadening the mix to include more halterneck, bandeau and cut-out styles, while polka dots and animal prints.,连体衣加强了去年开始的回归势头，增加了颈带，抹胸等款式，多见波尔卡圆点和动物印花,Agent Provocateur, Emilio Pucci, Gucci,Current Trends: Monokinis,当下趋势：单基尼,Louis Vuitton, Michael Kors, Sea Folly,Current Trends: Cut away bikinis and one pieces,当下趋势：圆形剪裁比基尼与连体衣,Current Trends: Cut away bikinis and one pieces,当下趋势：圆形剪裁比基尼与连体衣,Herve Leger, Herve Leger, La Perla, Stella McCartney,Current Trends: Accessorizing Swimwear,当下趋势：配饰泳衣,An important trend since the late 1990s has been the promotion of the beachwear total wardrobe concept, to encourage the purchase of a wider range of accessories as part of a co-ordinated look. Such developments are clearly in tune with todays more sophisticated holidaymaker who may go on two or more holidays a year, often to long-haul destinations, and wants the right garments for such occasions.,90,年代后期以来一个重要趋势就是沙滩装整体衣柜概念的提出，这是为了鼓励配饰作为搭配品的购买潮流。这种趋势与时下越来越频繁的度假者的出现相得益彰，他们往往一年两次以上，而且经常长途旅行，非常需要合适的衣装,Danielle Scutt,Current Trends: Accessorizing Swimwear,当下趋势：配饰泳衣,Swimwear accessories are very popular this summer, encompassing everything from sheer swimwear cover-ups and big sun hats to chunky jewellery that compliments a suit.,泳衣配饰今夏非常时髦，从单纯掩饰，到大太阳帽以及夸张的珠宝，应有尽有,Diane Von Furstenberg, Dsquared,2,Current Trends: Accessorizing Swimwear,当下趋势：配饰泳衣,The cover-up theme has been much in evidence in the beachwear market, as a possible reaction to the trend for women to be getting larger. Furthermore, many women may feel unhappy with their own size or body shape, making them more inclined to look for garments which they can use to cover up on the beach, such as sarongs, skirts which match swimwear and so on,.,掩饰主题在沙滩装市场显而易见。很多女人不喜欢自己的身材，所以千方百计去掩饰，如莎笼（东南亚人裹在腰间的长条布）,Current Trends: Accessorizing Swimwear,当下趋势：配饰泳衣,Herve Leger (3), Milly (4),Current Trends: Fashion and Designer Positioning,当下趋势：时尚与设计师定位,Sporting influences are asserted in the promotion of performance fabrics in fashion ranges and the resurgence of more is best (reduces drag and hence increases speed) within the sporting arena. The cover-up theme is also strong in ranges promoting sun protection.,运动因素在时装领域的功能面料方面以及在运动领域的“更多才会更好”的复兴下得到认可。掩饰主题在推广防晒系列方面表现强劲,Current Trends: Fabrics,当下趋势：面料,Tan-through fabrics - the technology is continually developing to provide better fabrics that allow an even, strapmark-free tan.,晒透面料,阳光能均匀地，不留死角的晒到全部肌肤,The SunSelect range of tan-through fabrics marketed by Interlad also protects the body against the harmful effects of sunlight.,Interlad,的,SunSelect,系列也可保护身体不受阳光伤害,1997 the first tan-proof swimwear garments were launched in the UK.,1997,年，首件防晒泳衣登陆英国,Current Trends: Fabrics,当下趋势：面料,Boots The Chemist claimed to have launched the first range of ladies beachwear to have an authenticated clothing protection factor (SPF) of 40-plus. The garments, including swimsuits, sarongs and shorts, block out most of the harmful UVA and UVB rays and are made from the soft Du Pont CoolMax fabric.,Boots The Chemist,发布了服装保护指数（,SPF,）达到,40+,的女式沙滩衣。这些服装，包括泳装，莎笼和短裤可以阻挡长短波紫外线，而且是用柔软的杜邦,CoolMax,面料制作而成,Swimwear Retail Trends,泳衣零售趋势,Womens swimwear garments tend to be available at a wider range of price points with a higher average price than mens and childrens equivalents.,女式泳衣的平均价格比男式与儿童泳衣要高,Womens purchasing tends to be driven by fashion considerations, which helps shorten replacement cycles.,女人购买泳衣被时尚因素所驱动，这样缩短了更换周期,Swimwear Retail Trends,泳衣零售趋势,Women have been rather more receptive to the concept of the beachwear wardrobe resulting in demand for garments, especially cover-up co-ordinates such as sarongs,女性更容易接受沙滩装衣橱概念，引发了对像莎笼这样的掩饰品的需求。,Swimwear Retail Trends,泳衣零售趋势,Multiple purchasing of mix-and-match garments and co-ordinating accessories such as sarongs.,混搭衣服与配饰的多样化购买,Price points have been boosted by sales of designer labels, by fabric and fibre advancements, such as water-repellent Teflon, and the development of beachwear ranges to complement swimwear.,随着设计师品牌销售的提高以及面料和纤维质量的进步，比如防水,Teflon,，还有沙滩装的发展，价格将会水涨船高,Swimwear Retail Trends,泳衣零售趋势,In-store Holiday Shop concept, and its decision to stock beachwear all year round to capitalise on demand beyond the key Spring/Summer selling period.,假日商店概念与囤货迎接春夏销售旺季,Swimwear Retail Trends,泳衣零售趋势,Department stores offer a broad range of beachwear from performance garments to high-priced designer swimwear and accessories. Hence, they have benefited from the growth in these sectors to achieve a 14% share of the market by value in 2000.,商场提供了大量功能型及高价位泳衣和配饰。这样，在,2000,年他们达到了,14%,的市场份额,Swimwear Retail Trends,泳衣零售趋势,Designer brands are present within the swimwear sector, within which the logo is a key branding device to differentiate against the strongly branded active swimwear market. Many designer ranges include swimwear by Calvin Klein, Dolce & Gabbana, Emporio Armani, Gianni Versace and Polo Ralph Lauren.,设计师品牌已经出现在泳衣行业，其,logo,是区别于其他品牌的主要特色。,CK,，,D&G,，,E Armani,，,Dianni Versace,和,Polo Ralph Lauren,都已出品泳衣系列。,Thank you,