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So what then???
• It is NOT possible to speak of Europe as one specific fashion market
• It IS a collection of national markets, sometimes there are regional tendencies sometimes there are differences
• Each type of market may require a different kind of approach to be successful
• YOU have to do the research and develop a strategy for each market
UK
• Dominated by Fast Fashion & High Street Chains
(hard to enter retail)
• Powerful Big Brand Retailers
• Less Boutiques
• Established Super Luxury Segment
• Most advanced online market (very big opportunities)
• Very high standards of presentation – your materials must be AMAZING
• Highly price sensitive consumers
(they LOVE discounts)
Links for the UK
• http://businesscasestudies.co.uk/case-studies/by-industry/fashion.html#axzz3s3qn41y3
• http://www.britishfashioncouncil.com/uploads/media/62/16356.pdf
• https://www.fashionunited.co.uk/facts-and-figures-in-the-uk-fashion-industry
• http://www.bl.uk/bipc/pdfs/Fashion_Industry_Guide.pdf
• http://www.retail-week.com/the-changing-face-of-fashion-retail/5037465.article
• http://www.drapersonline.com
Nordic Markets
• Most ethical fashion markets in the world
• Mostly Scandinavian and International
Brands
• High Priced markets focused on
sustainability
• Boutiques less popular than high street
• Highly advanced online markets
• Less price sensitive consumers
Huge focus on Nordic Initiative Clean & Ethical – NICE
Organic fabrics, fair wages, ethical sourcing are all standard
Nordic Links
• http://www.nordicfashionassociation.com
• http://www.norden.org/en/news-and-events/news/nordic-fashion-to-become-the-most-sustainable-in-the-world
• http://denmark.dk/en/lifestyle/fashion/goodbye-fast-fashion/
• http://nordicfashionassociation.com/content/welcome-web-tool-designers-and-textile-producers
Germany, France, Benelux, Austria
• Still many independent retailers & boutiques
• Department stores play a major role in the market
• Fast fashion gaining influence as economies suffer
• Luxury segments very conservative and difficult to enter
• Fast growing dynamic online markets
• Many consumers trust higher prices, some are price sensitive
German Links
• http://www.gtai.de/GTAI/Content/EN/Invest/_SharedDocs/Downloads/GTAI/Fact-sheets/Business-services-ict/fact-sheet-e-commerce-en.pdf
• http://www.ixpos.de/IXPOS/Navigation/EN/Your-business-in-germany/Business-sectors/Consumer-goods/textiles.html?view=renderPrint
• http://kennisbank.hva.nl/document/515358
• http://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015
French Links
• https://www.accenture.com/us-en/~/media/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Industries_1/Accenture-Five-Lessons-for-Chinese-Fashion-Industries-from-the-French.pdf
• French Fashion Industry is VERY closed – if you do not have specific language skills and knowledge you will find it difficult
• http://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015
Italy, Spain, Portugal
• Spain is a world-leader in Fast Fashion, don’t imagine you can compete…
• Italians really like Italian Fashion, they probably don’t really want yours...
• Many local boutiques selling national produce
• High-street chains and fast fashion of major importance
• Department stores serve the middle of the market
• Less developed online markets
• Depending on segment there is mixed price sensitivity
Central Europe & Baltics
• Large segments of the market still textile discounters (high volume, low price)
• High-street chains tend to be discounters from Western Europe
• Luxury boutiques serve rich clientele in major cities
• Less developed online, if online clients prefer to buy from Western Europe
• Markets easier to enter IF you get your branding and sales materials right – you’ve got to look good!
• Huge price sensitivity (this can be exploited)
Summary
• With these details we just saw in mind it is worth noting that:
• Eastern European markets are easier to enter but will be less profitable, however gaining market traction has value
• Western European Markets are good to approach through professional events such as trade fairs to make direct contacts with buyers
• Fast and highly contested markets like the UK are the hardest to enter, possibly the best option is to focus on online initially
• Nordic, German & Austrian markets are an ideal target for higher quality and sustainable products where consumers are less price focused
• Southern Markets are highly contested and still very focused on their own locally produced garments
Further Useful Info
• https://www.cbi.eu/sites/default/files/fashio
n_forecast_summer_2016.pdf
• But… at the same time be careful and
read THIS >>>
http://www.forbes.com/sites/jasonhesse/20
14/08/29/top-fashion-entrepreneur-slams-
lazy-copycat-fashion-designers/
Thank You
file:///.file/id=6571367.14166362
To get in touch e-mail me:
uk
+44 7780 274 207
Beneficialbrands.co.uk