Apparel in France

Research Report on Apparel in France
Discover the latest market trends and uncover sources of future market growth for the Apparel
industry in France with research from Euromonitor's team of in-country analysts.
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apparel-in-france.html
Report Details:

Published: July 2012

Price Single User License: US $ 1900








The Apparel in France market research report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
What is the market size of Apparel in France?
What are the major brands in France?
How dynamic is the growth of clothing and footwear internet sales?
What is the performance of women's clothing vs men's clothing?
What % of clothing and footwear sales goes through grocery retailers?
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EXECUTIVE SUMMARY
Apparel value sales continue to shrink in 2011
In 2011, current value sales of apparel in France declined, following a pattern which began in 2008.
However, there was a marginal improvement in 2011 compared to the review period as a whole,
during which it was strongly impacted by the economic downturn and the subsequent uncertain
and gloomy economic environment. This led to low consumer confidence in France, with local
consumers preferring to prioritise their purchases and spend on more essential areas such as food.
Consequently, they reduced their apparel budgets as these items were considered as non-essential.
In addition, as youth unemployment remained high, young people which are key consumers of
apparel, especially for fast fashion items also reduced their spending affecting further sales of
apparel as a whole.
Men drive apparel in France as they become more fashionable
French men are becoming increasingly interested in fashion as they pay more attention to their
appearance. More and more, they also do their own shopping for apparel, regularly changing their
wardrobes accordingly to fashion trends. This is the case for men of all ages in urban areas but this
trend especially applies to younger generations, aged between 18 and 35 years old. Driven by male
consumers, who tend to be more focused on brands and fashion, while women who shop for men
are often more focused on price, men's categories outperformed overall apparel in France in 2011.
Economy players gain from the growing demand for low cost fast fashion
As French consumers continued to be cautious with their spending on apparel, they increasingly
traded down to economy brands and retailers. Consequently, economy players such as Vivarte SAS
with its La Halle brand, KIABI Europe SAS and H&M Hennes & Mauritz Sarl naturally gained share
in 2011. These companies witnessed their consumer base grow as they offer fashionable garments
at lower prices. In addition, they regularly renew their collections, maintaining consumer interest
and responding to the rising demand for fast fashion in France.
Internet retailing becomes increasingly popular
Sales through internet retailing continued to grow in 2011 as French consumers increasingly
valued the convenience of shopping online. Indeed, this channel allows them to easily look for
bargains or promotional offers as well as specific products difficult to find in mainstream outlets.
Internet retailing represents a good alternative for those living remotely, especially in the French
countryside, far from the major retailing outlets. Besides, French households become better
connected in terms of broadband and enjoy using new technologies such as smartphones, tablets
and other connected devices, which also allow them to shop online, at anytime and anywhere.
Another driving factor is the increasing number of online players, with brands and retailers now
having both an online and a store-based presence.
Poor expectations for apparel in France over forecast period

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As French consumers are expected to continue to limit their spending on apparel and to prefer
economy brands, both constant value and volume sales of apparel are expected to decline further
over the forecast period. Both women and men will consider price as an essential criteria in their
purchase; however French men will continue to choose quality and durable products, while women
will chose a more affordable option. Women's categories are therefore expected to experience a
greater impact over the forecast period. As a result, low cost fast fashion and promotional offers are
likely to be the strategies for a majority of retailers and manufacturers in order to balance the
underperforming French apparel landscape.
Table of Contents
Apparel in France - Industry Overview
EXECUTIVE SUMMARY
Apparel value sales continue to shrink in 2011
Men drive apparel in France as they become more fashionable
Economy players gain from the growing demand for low cost fast fashion
Internet retailing becomes increasingly popular
Poor expectations for apparel in France over forecast period
KEY TRENDS AND DEVELOPMENTS
Uncertain economy continues to hit sales of apparel
Promotional offers all year round to balance underperforming sales periods
Internet increasingly popular as the channel offers convenience and bargains
Independent retailers struggle to face competition from chains
French seniors become the new consumer target
Sportswear becomes more predominant in France
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

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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 France - Company Profiles
adidas AG in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 adidas AG: Competitive Position 2011
INTERNET STRATEGY
Camaieu SA in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND

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PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Camaieu SA: Competitive Position 2011
INTERNET STRATEGY
Dim SA in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Dim SA: Competitive Position 2011
INTERNET STRATEGY
Eram SA in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 Eram SA: Eram in Metz
PRODUCTION
Summary 13 Eram SA: Production Statistics 2011
COMPETITIVE POSITIONING
INTERNET STRATEGY
H&M Hennes & Mauritz Sarl in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND

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Chart 2 H&M Hennes & Mauritz Sarl: H&M in Metz
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 H&M Hennes & Mauritz Sarl: Competitive Position 2011
INTERNET STRATEGY
Inditex, Industria de Diseno Textil SA in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Inditex, Industria de Diseno Textil SA: Competitive Position 2011
INTERNET STRATEGY
KIABI Europe SAS in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 3 KIABI Europe SAS: Kiabi in Metz
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 KIABI Europe SAS: Competitive Position 2011
INTERNET STRATEGY
Levi Strauss France in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS

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COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Levi Strauss France: Competitive Position 2011
INTERNET STRATEGY
Marc Laurent SA in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 4 Marc Laurent SA: Celio in Metz
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Marc Laurent SA: Competitive Position 2011
INTERNET STRATEGY
Nike France SA in Apparel (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 29 Nike France SA: Competitive Position 2011
INTERNET STRATEGY
Childrenswear in France - Category Analysis
HEADLINES
TRENDS

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In 2011, childrenswear continued to be negatively impacted by the gloomy economic environment
and low consumer confidence. The French reduced their spending on non-essential goods,
including childrenswear, and increasingly looked for seasonal sales or promotions as a way to
better manage their spending. Consequently, current value sales declined by 1% in 2011, with this
representing a milder decline in comparison to 2009 and 2010.
COMPETITIVE LANDSCAPE
Groupe Okaidi remained the leading player with a value share of 11% in 2011. Its success can be
explained by several factors such as a large number of outlets and wide coverage of the French
territory, a fashionable and ethical image and affordable prices. The Okaidi brand is part of the ID
Group SA which operates six brands in total within childrenswear: Okaidi, the founding company,
Obaibi, Vibel, Veronique Delachaud, Jacadi and Oxybul eveil et jeux. In October 2011, the group
launched a new ID Kids store concept in several cities (Faches-Thumesnil, Lille and Tourville). The
new stores offer a wide product portfolio including the group's six brands as well as leading toys
and games players on spaces of over 2,000 sq m. This avant-gardes concept banks on entertainment
activities and technological innovations such as birthday celebrations, games as well as interactive
kiosks and screens. The new store design was implemented in four new cities at the beginning of
2012 with surfaces ranging from 500 to 900 sq m.
PROSPECTS
Constant value sales for childrenswear are expected to decline by a CAGR of 3% over the forecast
period. French consumers are anticipated to restrict their purchases and to increasingly look for
promotions and sales. In addition, the potential for any significant growth upturn may be
dampened by ongoing increases in the cost of raw materials and production, above all in Asian-
produced economy products.
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

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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 France - Category Analysis
HEADLINES
TRENDS
Clothing accessories was the most dynamic category within apparel in 2011. Belts, gloves,
hats/caps, scarves and ties were popular among French consumers, especially those aged less than
35 years old, as they offered an easy and affordable way to refresh their existing wardrobe. Sales of
clothing accessories therefore increased by 3% in 2011 in current value terms.
COMPETITIVE LANDSCAPE
Vivarte SAS led clothing accessories in France, representing 9% value share in 2011. Due to its
different brands, the company was able to have a large coverage of clothing accessories, with La
Halle positioned in the low price segment, Caroll being classic and more upmarket and Kookai
young and fashionable.
PROSPECTS
Sales of clothing accessories are expected to grow over the forecast period although at a slower
pace than during the review period with only marginal constant value growth. This will be due to
consumers becoming increasingly more strategic with their purchasing as their wardrobe will
already be filled with clothing accessories.
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

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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 France - Category Analysis
HEADLINES
TRENDS
Sales of footwear continued to decline in 2011, although at a slower pace than in previous years of
the recession. This was due to the overall difficult economic environment leading French
consumers to be cautious with their spending, especially with non-essential goods such as
footwear.
COMPETITIVE LANDSCAPE
Vivarte SAS led footwear sales in France, representing 14% value share in 2011. The company
gained share over 2010 due to its different brands covering both economy and mid-priced
products. The company's main brands are La Halle aux Chaussures and Besson, which offer
discount shoes, while Chaussland offers even cheaper shoes in a self-service format at prices 20-
30% lower than mainstream retailers. Andre and Minelli focus on fashion footwear for men and
women and are positioned in the mid-priced range.
PROSPECTS
As with clothing, footwear will increasingly be viewed as a disposable fashion accessory rather than
as a well-crafted and more durable part of their wardrobe. While men traditionally paid more
attention to quality and durability in footwear than women, many younger men are now also
increasingly focused on fashion. Consequently, the share of economy apparel specialist retailers is
expected to increase, with those with a strong fashion-orientation likely to prove most successful.
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

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