歐洲泳裝市場(chǎng)分析報(bào)告課件

IntroductiontotheSwimwearMarket

泳衣市場(chǎng)的介紹AlexandraSuhnerIntroductiontotheSwimwearMAgenda日程SwimwearMarket泳衣市場(chǎng)TheConsumer消費(fèi)者KeyBrands主要品牌Bestsellers熱賣品MarketingandPromotion營(yíng)銷與推廣Trends趨勢(shì)Research:JustStyleandMintelAgenda日程SwimwearMarket泳衣市場(chǎng)Pleasenotethattheimagesandfactsinthislecturearecopyrightprotectedandcannotbeusedforanycommercialpurposesordistribution.請(qǐng)注意：此次講座所含圖片和文字均受版權(quán)保護(hù)，不可用作任何商業(yè)目的和轉(zhuǎn)發(fā)。PleasenotethattheimagesanTheSwimwearMarket

泳衣市場(chǎng)Sinkorswim:theswimwearmarketto2014沉沒(méi)或“游泳”：2014前的泳衣市場(chǎng)Thefall-outfromtheglobalcreditcrunchislikelytohaveanadverseeffectontheclothingindustryforsometime.全球金融危機(jī)未來(lái)還會(huì)對(duì)服裝產(chǎn)業(yè)產(chǎn)生負(fù)面影響Overall,itcouldlowerworldswimweargrowthbetween2008and2014from5.32%to1.69%andleavetheworldmarketatretailworthUS$13.25bnratherthanUS13.85bn,accordingtoanewreportfromjust-style.據(jù)just-style的新報(bào)告顯示，2008-2014年，泳衣增長(zhǎng)預(yù)計(jì)從5.32%降至1.69%，全球零售市場(chǎng)總額修訂為132.5億美元TheSwimwearMarket

泳衣市場(chǎng)SinkoTheSwimwearMarket

泳衣市場(chǎng)Thisworst-casescenario,thereportsays,islikelytoleadtoa"considerablereductionintheexceptionallylargenumber"ofswimwearbrandsthatexisttoday.報(bào)告還說(shuō)，糟糕的經(jīng)濟(jì)可能使泳衣品牌“大幅減少EdHardyTheSwimwearMarket

泳衣市場(chǎng)ThiswTheSwimwearMarket

泳衣市場(chǎng)Retailmarketin20082008年零售市場(chǎng)Just-styleestimatestheretailmarketforswimwearandbeachwearin2008isworthUS$13.15bn-a2.1%riseonthemarket'svalueofUS$12.88bnin2006.

just-style估計(jì)2008年泳衣與沙灘裝的零售市場(chǎng)總額達(dá)到131.5億美元，較之2006年的128.8億增長(zhǎng)2.1%Withinthis,women'sswimwearrepresents70%oftheworldtotalvalue,followedbymen'sswimwear(17%),girls'swimwear(10%),andboys'swimwear(4%).女式泳衣占70%，接下來(lái)是男式泳衣（17%），女孩泳衣（10%），男孩泳衣（4%）TheSwimwearMarket

泳衣市場(chǎng)RetailTheSwimwearMarket

泳衣市場(chǎng)Overall,just-styleestimatesthattheaverageworldretailpriceforswimwearandbeachwearin2008isUS$12.43.(upfrom$12.35in2006)just-style估計(jì)2008年泳衣與沙灘衣全球平均零售價(jià)格為12.43美元。（2006年為12.35美元）TheSwimwearMarket

泳衣市場(chǎng)OveralTheSwimwearMarket

泳衣市場(chǎng)Whytheslowgrowth?為什么增速緩慢？thecurrentuncertaineconomicsituation現(xiàn)今不確定的經(jīng)濟(jì)形勢(shì)long-termpopulationstagnation人口增長(zhǎng)長(zhǎng)期滯后theshiftinbrandedmanufacturingtolower-costcountries.品牌生產(chǎn)轉(zhuǎn)移至低成本國(guó)家Marks&SpencerTheSwimwearMarket

泳衣市場(chǎng)WhythTheSwimwearMarket

泳衣市場(chǎng)Thefuturemarket未來(lái)市場(chǎng)FollowingtheBeijingOlympicslastyear,thenextmajoreventforswimwearwillbetheLondonOlympicsin2012.繼北京奧運(yùn)會(huì)后，下一個(gè)對(duì)于泳衣銷售來(lái)說(shuō)最大的盛事就是2012倫敦奧運(yùn)會(huì)Unitsalesfor2012willbe1,099mpieces,agrowthof41munitsfrom2008.2012年銷量將達(dá)到10.99億，比2008年增加4100萬(wàn)件TheSwimwearMarket

泳衣市場(chǎng)ThefuTheSwimwearMarket

泳衣市場(chǎng)Brandingdiversity品牌多樣化Inthedevelopedworld,brandsaccountforbetween60%and70%ofthevalueofthemarket在發(fā)達(dá)國(guó)家，品牌占有率達(dá)到60-70%TheSwimwearMarket

泳衣市場(chǎng)BrandiTheSwimwearMarket

泳衣市場(chǎng)BrandingdiversityThevarietyofbrandsthatexist,especiallyinWesternEuropethatcontributetothecontinuingdiversityoftheswimwearmarket.品牌的多樣化，尤其在西歐，勢(shì)必造成泳衣市場(chǎng)的持續(xù)多樣化SpeedoTheSwimwearMarket

泳衣市場(chǎng)BrandiTheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景SwimwearfashionintheWesternworldwillbedrivenbytheacceptanceofswimmingasarelaxingpastimeforanageingpopulation;西方老齡化人口認(rèn)為游泳是輕松的消遣方式，這種觀點(diǎn)促進(jìn)了泳衣的銷量Amongtheyoungeragegroup,swimwearwillbewornawayfromtheseaandthepool;?年輕人即使不在海里和水池中也照樣穿泳衣TheSwimwearMarket

泳衣市場(chǎng)ThemaTheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景Figuresupportingandenhancingfabricswillencourageolderwomentowearswimwear;形體支撐面料使老齡婦女熱衷泳衣Internetsalesgrowthwilloutstripthatoftraditionalretailing;?網(wǎng)絡(luò)銷售增長(zhǎng)超越了傳統(tǒng)零售手段TheSwimwearMarket

泳衣市場(chǎng)ThemaTheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景TheLondonOlympicswillcreateaswimwearmarket'splash'in2012,asanantidotetothegloomanddoomforecastfor2009-2010.倫敦奧運(yùn)會(huì)是2009-2010低迷預(yù)測(cè)的一貼良劑TheSwimwearMarket

泳衣市場(chǎng)ThemaTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Femalepurchasingofswimwearshowsabroadbasedappealto15-54-year-olds.15-54歲女性是主要潛在泳衣消費(fèi)者

Perhapssurprisingly,respondentsaged35-44-years-oldarefoundtobekeybuyersofswimwear,denotingthatthisagegroupisimportantintermsoftakingholidaysabroad.

35-44歲是最主要泳衣買家，顯示這個(gè)年齡段的人喜歡國(guó)外度假TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Theproportionofwomenbuyingswimwearholdsupwellacrossallagegroupsuntilthe45-54benchmark,whenitfallsoffsharply.各個(gè)年齡段的女性都喜歡買泳衣，不過(guò)45-54歲會(huì)顯著下降Theimplicationisthatmass-marketclothingretailersofwomen'sswimwear/beachwearneedtosegmenttheirrangescarefullytoappealtoawidetargetaudience,andhavesomethingforeveryoneintheirofferings,ratherthansimplyhigh-fashiongarments.這說(shuō)明泳衣沙灘衣商家需要迎合各個(gè)目標(biāo)群體的需求，而不僅限于時(shí)尚款式TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Womeninthe55+agegroupsdotendtobecomelessfashion-consciousandmaythereforeretaintheirswimwearforuseoverseveralyears,sinceusewillbereservedsolelyforholidaysabroad.55歲以后的女性就不熱衷時(shí)尚了，因此一件泳衣會(huì)穿很多年。泳衣的購(gòu)買力與社會(huì)經(jīng)濟(jì)地位有很大聯(lián)系。見(jiàn)表TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Purchaseofswimwearisstronglyrelatedtothesocio-economicstatusoftherespondentwithonequarterofmenand40%ofwomeningroupABhavingboughtswimwearinthepreceding12months,comparedtojust11%ofmenand17%ofwomeningroupE.TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Maritalstatusdoesinfluencepurchasingbehaviourinthatsome41%ofsinglewomenpurchasedgarmentsovertheyear,comparedto35%ofmarriedwomen:Singlewomenclearlytendtoenjoymoredisposableincometospendonitems'forself',includingclothingandtoiletriesamongothers.結(jié)婚狀況的確影響購(gòu)買行為，相比35%的已婚婦女，41%的單身女性會(huì)在一年期間購(gòu)買泳衣，單身女性還會(huì)為自己花費(fèi)更多用于購(gòu)買服裝，衛(wèi)生間用品。TheSwimwearConsumer

泳衣消費(fèi)者TheKeyBrandsintheSwimwearMarket

泳衣市場(chǎng)的主要品牌Themostimportantoftheseareretailerbrands,inparticularM&S,andsportsbrandssuchasAdidasandSpeedo.ThesethreebrandsdominatetheUKmarketforbeachwear,whilenumeroussmallerbrandscompetefornichepositions.

最重要的是零售品牌，如瑪莎，阿迪達(dá)斯或Speedo這樣的運(yùn)動(dòng)品牌。這三大品牌主導(dǎo)了英國(guó)沙灘裝市場(chǎng)，其他小品牌則競(jìng)爭(zhēng)其他商機(jī)OnereasonforthelargenumberofplayerswithintheUKswimwearmarketisthatitconsistsofalargenumberofbrandsfromdiversebackgroundsthattargetnichemarkets.英國(guó)泳衣市場(chǎng)百家爭(zhēng)鳴，原因之一是存在大量背景多樣的品牌KeyBrandsintheSwimwearMarKeyBrandsintheSwimwearMarket

泳衣市場(chǎng)的主要品牌Retailerbrands零售品牌egM&S,Next,JohnLewis'Aquatics,PrimarkDedicatedbeachwearbrands專門沙灘衣品牌egSeafolly,Gottex,GideonObersonandHuitSportsbrands運(yùn)動(dòng)品牌egadidas,Speedo

KeyBrandsintheSwimwearMarKeyBrandsintheSwimwearMarket

泳衣市場(chǎng)的主要品牌

Fashion/designerbrands時(shí)尚設(shè)計(jì)師品牌也會(huì)提供泳衣產(chǎn)品whichofferswimwearaspartoftherange,egGucci,EmporioArmani,Dolce&Gabbana,GianniVersace,PoloRalphLauren

Lingerie/underwearbrands內(nèi)衣品牌多樣化，介入沙灘裝市場(chǎng)thathavediversifiedintothebeachwearmarket,egAgentProvocateur,Fantasie,Triumph,CosmopolitanKeyBrandsintheSwimwearMarSpeedoEstablishedinAustraliain1928,Speedoclaimstobetheworld'snumberoneswimmingbrandandhasanestimated16%shareoftheUKmarket(2001).1928年在澳大利亞創(chuàng)立，Speedo宣稱為世界第一泳衣品牌，2001年估計(jì)占英國(guó)市場(chǎng)16%份額SpeedoEstablishedinAustraliaSpeedoThecompanyhasareputationforproductinnovationinitsmissiontoachievetheworld'sfastestswimsuit,havingpioneeredthefirstswimwearbrandtoproduceanylon/Lycramixswimsuitinthe1970s.In1996forTheAtlantaOlympics,thecompanylaunchedAquablade,afabricwhichisclaimedtoreducesurfaceresistanceand,hence,increasespeedthroughthewater.70年代，Speedo制作了尼龍萊卡混合泳衣，96年亞特蘭大奧運(yùn)會(huì)時(shí)，發(fā)布Aquablade面料，據(jù)稱，該面料可以減小阻力，從而提升水中速度.SpeedoThecompanyhasareputaSpeedoSpeedo'snewFastskinfull-lengthone-piecebodysuitgrabbedtheheadlinesatThe2000SydneyOlympics.AccordingtoSpeedo,its'Biomimetic'designemulatesthehydrodynamicefficiencyofashark'sskinwithfabricthatmimicssharkskinandseamingthatimprovesmuscleco-ordination.Thecompanyclaimsthesuitoffersasmuchas3%improvementinspeed.Speedo的Fastskin連體泳裝在悉尼奧運(yùn)會(huì)風(fēng)光無(wú)限。據(jù)Speedo稱，“仿生”設(shè)計(jì)模仿鯊魚皮水力效能，提升機(jī)體協(xié)調(diào)。公司還稱，鯊魚皮泳衣可以提高3%的速度SpeedoSpeedo'snewFastskinfuSpeedoCollaborationwithCommedesGar?onsSpeedo與CommedesGar?ons的合作SpeedoCollaborationwithCommeSpeedoThebrand,bestknownforisfunctionalsports-basedswimwear,hasmovedintonewproductareas.Thecompany'srangenowoffersthreedistinctsegments:Speedo目前已涉足運(yùn)動(dòng)泳衣以外的領(lǐng)域，主要有三大部分：LeisureSwimandKidsSwim休閑泳衣與兒童泳衣Beachwearrange-awiderselectionofbeachapparel沙灘衣系列Multisport-aleisurerangetoincludebothmen'sandwomen'sunderwear,togetherwithafitnessrange.多功能運(yùn)動(dòng)休閑系列SpeedoThebrand,bestknownfoSpeedoSpeedoSeafollySince1975,SeafollyhasbeenattheepicentreofAustralianbeachlifestyleandhasquicklybecomeoneofthemostrecognizedswimwearandbeachlifestylebrandsworld-wide.accessoriescollection.自1975年，Seafolly便成為澳大利亞沙灘衣的中心品牌。SeafollySince1975,SeafollyhSeafollySettingtheseasonstrends,Seafollyoffersafun,fashionforwardandinnovativerangeofswimandlifestylewear.Seafolly應(yīng)對(duì)季節(jié)趨勢(shì)，提供有趣，時(shí)尚前衛(wèi)，新意的泳裝系列Seafollyhaveallanarrayofbikinis,onepieceswimsuits,coverupsandapparelalongwithanextensiveaccessoriescollection.Seafolly擁有全線比基尼，連體泳裝以及其他配飾系列SeafollySettingtheseasonstrSeafollyBoldstatementprints,contrastingtexturesandinjectionsofeclecticcolourencapsulateandreflecttheSEAFOLLYbrandphilosophy.張揚(yáng)的印花，對(duì)比強(qiáng)烈的材質(zhì)和電力十足的顏色濃縮了Seafolly的品牌理念SeafollyBoldstatementprints,SeafollySeafollyZimmermanAustralianbrandfoundedin1991bysistersNicky&SimoneZimmermann1991年為NickyZimmermann與SimoneZimmermann姐妹所創(chuàng)Sophisticatedfemininity,strongsilhouettes,clevercolourcombinationsanddelicateoriginalprints.

成熟的女性主義，強(qiáng)烈的輪廓，睿智的顏色配搭以及優(yōu)雅的原創(chuàng)印花ZimmermanAustralianbrandfounZimmermanZimmermannpresenttheirready-to-wearcollectionseachyearatMercedesAustralianFashionWeek(April),andtheMiamiSwimFair(July)intheUS.Zimmermann都會(huì)在梅賽德斯澳大利亞時(shí)裝周（4月），美國(guó)邁阿密泳衣展（7月）亮相ZimmermanZimmermannpresentthZimmerman

Zimmerman

Bestsellers

熱賣品Onepieceswimsuitswerepreviouslymorepopularduetopracticality,supportandlessrevealingthanbikinis連體泳衣因其實(shí)用，支撐感，不似比基尼那般暴露而得到越來(lái)越多顧客的青睞Bestsellers

熱賣品OnepieceswimsBestsellers

熱賣品However,therearenowawidevarietyofstylesandcutsofbikinisfromskimpybikinistotankinis,classicunderwiredstylesforwomenwhoneedmoresupportetc目前市面上有不少比基尼和坦基尼，經(jīng)典的內(nèi)嵌金屬絲提供更多支撐，為女性喜愛(ài)Bestsellers

熱賣品However,thereMarketingandPromotion

營(yíng)銷與推廣AdvertisingThelevelofabove-the-lineadvertisingactivitywithinthebeachwearsectorhastraditionallybeenlowadvertisingcampaigns沙灘裝預(yù)算的廣告投放水平一直比較低sportsbrandssuchasadidasinvestheavilyinoverallumbrellabranded像阿迪達(dá)斯一樣的運(yùn)動(dòng)品牌在整體品牌廣告推廣上投資很重MarketingandPromotion

營(yíng)銷與推廣AMarketingandPromotion

營(yíng)銷與推廣AdvertisingFurthermore,above-the-lineadvertisingexpendituredatadonottakeintoaccountthefactthatsomebrands,suchasSpeedo,utilisesponsorshipandPOSmaterialaroundkeysportingevents,suchasTheOlympicGamesheldinSydneyduring2000,toincreasebrandawareness.再者，預(yù)算廣告花費(fèi)沒(méi)有考慮到某些品牌以贊助商身份使用大型運(yùn)動(dòng)會(huì)的銷售店資源來(lái)提升品牌關(guān)注度。MarketingandPromotion

營(yíng)銷與推廣AMarketingandPromotion

營(yíng)銷與推廣Sponsorship贊助Intermsofpromotionalactivity,mostbrandsandretailersfocusonin-storepromotionalactivity,withsportsswimwearbrandssponsoringorsupportingacollectionofcompetitiveswimmerstoendorsetheirproduct.大多品牌與零售商將重點(diǎn)放在店內(nèi)推廣上，運(yùn)動(dòng)泳衣品牌則通過(guò)贊助有競(jìng)爭(zhēng)力的運(yùn)動(dòng)員來(lái)宣傳產(chǎn)品MarketingandPromotion

營(yíng)銷與推廣SMarketingandPromotion

營(yíng)銷與推廣Thepackagingchallenge包裝競(jìng)爭(zhēng)Packagingandoverallpresentationofswimwearcanalsobeamajorpromotionaltool,althoughswimwearcanbeaparticularlydifficultproducttodisplayinaninnovativemanner.泳裝的包裝是一個(gè)巨大推廣工具，盡管泳衣難以展現(xiàn)創(chuàng)新手段MarketingandPromotion

營(yíng)銷與推廣TMarketingandPromotion

營(yíng)銷與推廣Thepackagingchallenge包裝競(jìng)爭(zhēng)Mostgarmentsarepresentedonhangers,whichcanbedifficulttomaintain,astheyoftenfalloffthehangers.多數(shù)服裝用衣架在展示，這樣很難保持形狀，因?yàn)橐路?jīng)常脫落MarketingandPromotion

營(yíng)銷與推廣TMarketingandPromotion

營(yíng)銷與推廣Thepackagingchallenge包裝競(jìng)爭(zhēng)Theenhancedemphasisonmix-and-matchgarments,andspecificallyaccessories,incollectionspresentsachallengeintermsofin-storemerchandisingtoencouragepurchasingacrosstherange.混搭與配飾的流行給店內(nèi)的營(yíng)銷提出了挑戰(zhàn)MarketingandPromotion

營(yíng)銷與推廣TMarketingandPromotion

營(yíng)銷與推廣Tradeshows時(shí)裝秀Mostbrandedgoods,particularlyoverseasbrands,relyontradeshowsandexhibitions.大多品牌服裝，尤其海外品牌，倚重時(shí)裝秀和時(shí)裝展MajorUKeventsincludeTheSun&SwimwearShowinLondonandtheHarrogateLingerieShowinYorkshire.英國(guó)主要的展會(huì)有倫敦泳裝秀，以及約克郡的哈羅蓋特內(nèi)衣秀MarketingandPromotion

營(yíng)銷與推廣TMarketingandPromotion

營(yíng)銷與推廣Women'smagazines女性雜志TheCosmopolitanbeachwearrangeisnaturallypromotedthroughCosmopolitanmagazine,althoughthemainemphasisisthroughPR,withacampaignalsobeingconductedthroughwomen'sfashionmagazines,andnationalandregionalpress.都市沙灘裝自然通過(guò)都市雜志來(lái)推廣，主要手段是通過(guò)在女性時(shí)尚雜志或者國(guó)家與地方報(bào)紙上投放廣告來(lái)進(jìn)行宣傳MarketingandPromotion

營(yíng)銷與推廣WMarketingandPromotion

營(yíng)銷與推廣Women'smagazines女性雜志ManyotherretailerbrandssuchasM&SdobenefitfromPRactivityintheclothingpagesofwomen'smagazineswhichactasashowcasetowhatisonofferin-store.很多零售品牌，如瑪莎，在女性雜志上投放產(chǎn)品廣告，效果就像店內(nèi)展示一樣MarketingandPromotion

營(yíng)銷與推廣WCurrentTrends:AnimalPrints

當(dāng)下趨勢(shì)：動(dòng)物印花Zebra,giraffeandallmannerofwildprintsonthebeachthisyear.斑馬，長(zhǎng)頸鹿以及所有野生動(dòng)物印花今年會(huì)風(fēng)靡海灘'OutofAfrica'trend.“走出非洲”趨勢(shì)Theblackandwhitezebraprint,bothinbikinisandone-piecestyles,withadjoininghoopsfordetail斑馬紋印花，加上環(huán)狀配件會(huì)成為比基尼與連體衣的印花Jungleandsafari-likeprints叢林與東非游獵式印花CurrentTrends:AnimalPrints

CurrentTrends:FloralPrints

當(dāng)下趨勢(shì)：花朵印花

Floralsarefeminineanddatewell花朵是體現(xiàn)女性，也是適合潮流的BadgleyMishkaandElieTahariCurrentTrends:FloralPrints

CurrentTrends:FloralPrints

當(dāng)下趨勢(shì)：花朵印花HouseofHollandandSeafollyCurrentTrends:FloralPrints

CurrentTrends:BoldandBrightColours

當(dāng)下趨勢(shì)：張揚(yáng)與明亮的色調(diào)Boldblockcolourswimweartocompensatefordetailedproductdesign.張揚(yáng)的顏色泳裝彌補(bǔ)了產(chǎn)品細(xì)節(jié)設(shè)計(jì)的不足ElieSaabandHerveLegerCurrentTrends:BoldandBrighCurrentTrends:BoldandBrightColours

當(dāng)下趨勢(shì)：張揚(yáng)與明亮的色調(diào)Hotpinks,neons,andlightbluesverypopular.熱烈的粉紅，霓虹色，淡藍(lán)非常流行JeanPaulGaultier,VPLCurrentTrends:BoldandBrighCurrentTrends:OneshoulderBikinis

當(dāng)下趨勢(shì)：?jiǎn)渭绫然酺akingtheircuesfromtheoneshoulderfashiontrend,one-shoulderedbikiniswillbethemusthaveswimwearin2009.單肩的潮流勢(shì)必影響到泳裝，2009的單肩泳裝絕對(duì)有一席之地CurrentTrends:OneshoulderBCurrentTrends:OneshoulderBikinis

當(dāng)下趨勢(shì)：?jiǎn)渭绫然酠ariosSchwabmarriedtheone-shoulderedbikiniwiththecutawaybikinitrendonhisSpring/Summer2009runwayatLFWMariosSchwab將單肩與圓形下擺式比基尼相結(jié)合，在2009LFW春夏上展示CurrentTrends:OneshoulderBCurrentTrends:Monokinis

當(dāng)下趨勢(shì)：?jiǎn)位酇one-shoulderedmonokiniwasseenonHervéLégerbyMaxAzria'sSpring/Summer2009catwalk單肩單基尼CurrentTrends:Monokinis

當(dāng)下趨勢(shì)CurrentTrends:Monokinis

當(dāng)下趨勢(shì)：?jiǎn)位酺heone-piececementeditscomebackoflastyearbybroadeningthemixtoincludemorehalterneck,bandeauandcut-outstyles,whilepolkadotsandanimalprints.連體衣加強(qiáng)了去年開始的回歸勢(shì)頭，增加了頸帶，抹胸等款式，多見(jiàn)波爾卡圓點(diǎn)和動(dòng)物印花AgentProvocateur,EmilioPucci,GucciCurrentTrends:Monokinis

當(dāng)下趨勢(shì)CurrentTrends:Monokinis

當(dāng)下趨勢(shì)：?jiǎn)位酟ouisVuitton,MichaelKors,SeaFollyCurrentTrends:Monokinis

當(dāng)下趨勢(shì)CurrentTrends:Cutawaybikinisandonepieces

當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣CurrentTrends:CutawaybikinCurrentTrends:Cutawaybikinisandonepieces

當(dāng)下趨勢(shì)：圓形剪裁比基尼與連體衣HerveLeger,HerveLeger,LaPerla,StellaMcCartneyCurrentTrends:CutawaybikinCurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣Animportanttrendsincethelate1990shasbeenthepromotionofthebeachweartotalwardrobeconcept,toencouragethepurchaseofawiderrangeofaccessoriesaspartofaco-ordinatedlook.Suchdevelopmentsareclearlyintunewithtoday'smoresophisticatedholidaymakerwhomaygoontwoormoreholidaysayear,oftentolong-hauldestinations,andwantstherightgarmentsforsuchoccasions.90年代后期以來(lái)一個(gè)重要趨勢(shì)就是沙灘裝整體衣柜概念的提出，這是為了鼓勵(lì)配飾作為搭配品的購(gòu)買潮流。這種趨勢(shì)與時(shí)下越來(lái)越頻繁的度假者的出現(xiàn)相得益彰，他們往往一年兩次以上，而且經(jīng)常長(zhǎng)途旅行，非常需要合適的衣裝DanielleScuttCurrentTrends:AccessorizingCurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣Swimwearaccessoriesareverypopularthissummer,encompassingeverythingfromsheerswimwearcover-upsandbigsunhatstochunkyjewellerythatcomplimentsasuit.泳衣配飾今夏非常時(shí)髦，從單純掩飾，到大太陽(yáng)帽以及夸張的珠寶，應(yīng)有盡有DianeVonFurstenberg,Dsquared2CurrentTrends:AccessorizingCurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣Thecover-upthemehasbeenmuchinevidenceinthebeachwearmarket,asapossiblereactiontothetrendforwomentobegettinglarger.Furthermore,manywomenmayfeelunhappywiththeirownsizeorbodyshape,makingthemmoreinclinedtolookforgarmentswhichtheycanusetocoveruponthebeach,suchassarongs,skirtswhichmatchswimwearandsoon.掩飾主題在沙灘裝市場(chǎng)顯而易見(jiàn)。很多女人不喜歡自己的身材，所以千方百計(jì)去掩飾，如莎籠（東南亞人裹在腰間的長(zhǎng)條布）CurrentTrends:AccessorizingCurrentTrends:AccessorizingSwimwear

當(dāng)下趨勢(shì)：配飾泳衣HerveLeger(3),Milly(4)CurrentTrends:Accessorizing

CurrentTrends:FashionandDesignerPositioning

當(dāng)下趨勢(shì)：時(shí)尚與設(shè)計(jì)師定位

Sportinginfluencesareassertedinthepromotionofperformancefabricsinfashionrangesandtheresurgenceof'moreisbest'(reducesdragandhenceincreasesspeed)withinthesportingarena.Thecover-upthemeisalsostronginrangespromotingsunprotection.運(yùn)動(dòng)因素在時(shí)裝領(lǐng)域的功能面料方面以及在運(yùn)動(dòng)領(lǐng)域的“更多才會(huì)更好”的復(fù)興下得到認(rèn)可。掩飾主題在推廣防曬系列方面表現(xiàn)強(qiáng)勁

CurrentTrends:FashionandDCurrentTrends:Fabrics

當(dāng)下趨勢(shì)：面料Tan-throughfabrics-thetechnologyiscontinuallydevelopingtoprovidebetterfabricsthatallowaneven,strapmark-freetan.曬透面料——陽(yáng)光能均勻地，不留死角的曬到全部肌膚TheSunSelectrangeoftan-throughfabricsmarketedbyInterladalsoprotectsthebodyagainsttheharmfuleffectsofsunlight.Interlad的SunSelect系列也可保護(hù)身體不受陽(yáng)光傷害1997thefirsttan-proofswimweargarmentswerelaunchedintheUK.

1997年，首件防曬泳衣登陸英國(guó)CurrentTrends:Fabrics

當(dāng)下趨勢(shì)：面CurrentTrends:Fabrics

當(dāng)下趨勢(shì)：面料BootsTheChemistclaimedtohavelaunchedthefirstrangeofladies'beachweartohaveanauthenticatedclothingprotectionfactor(SPF)of40-plus.Thegarments,includingswimsuits,sarongsandshorts,blockoutmostoftheharmfulUVAandUVBraysandaremadefromthesoftDuPontCoolMaxfabric.BootsTheChemist發(fā)布了服裝保護(hù)指數(shù)（SPF）達(dá)到40+的女式沙灘衣。這些服裝，包括泳裝，莎籠和短褲可以阻擋長(zhǎng)短波紫外線，而且是用柔軟的杜邦CoolMax面料制作而成CurrentTrends:Fabrics

當(dāng)下趨勢(shì)：面SwimwearRetailTrends

泳衣零售趨勢(shì)Women’sswimweargarmentstendtobeavailableatawiderrangeofpricepointswithahigheraveragepricethanmen'sandchildren'sequivalents.女式泳衣的平均價(jià)格比男式與兒童泳衣要高Women’spurchasingtendstobedrivenbyfashionconsiderations,whichhelpsshortenreplacementcycles.女人購(gòu)買泳衣被時(shí)尚因素所驅(qū)動(dòng)，這樣縮短了更換周期SwimwearRetailTrends

泳衣零售趨勢(shì)WSwimwearRetailTrends

泳衣零售趨勢(shì)Womenhavebeenrathermorereceptivetotheconceptofthebeachwearwardroberesultingindemandforgarments,especiallycover-upco-ordinatessuchassarongs女性更容易接受沙灘裝衣櫥概念，引發(fā)了對(duì)像莎籠這樣的掩飾品的需求。SwimwearRetailTrends

泳衣零售趨勢(shì)SwimwearRetailTrends

泳衣零售趨勢(shì)Multiplepurchasingofmix-and-matchgarmentsandco-ordinatingaccessoriessuchassarongs.混搭衣服與配飾的多樣化購(gòu)買Pricepointshavebeenboostedbysalesofdesignerlabels,byfabricandfibreadvancements,suchaswater-repellentTeflon,andthedevelopmentofbeachwearrangestocomplementswimwear.隨著設(shè)計(jì)師品牌銷售的提高以及面料和纖維質(zhì)量的進(jìn)步，比如防水Teflon，還有沙灘裝的發(fā)展，價(jià)格將會(huì)水漲船高SwimwearRetailTrends

泳衣零售趨勢(shì)MSwimwearRetailTrends

泳衣零售趨勢(shì)In-storeHolidayShopconcept,anditsdecisiontostockbeachwearallyearroundtocapitaliseondemandbeyondthekeySpring/Summersellingperiod.假日商店概念與囤貨迎接春夏銷售旺季SwimwearRetailTrends

泳衣零售趨勢(shì)ISwimwearRetailTrends

泳衣零售趨勢(shì)Departmentstoresofferabroadrangeofbeachwearfromperformancegarmentstohigh-priceddesignerswimwearandaccessories.Hence,theyhavebenefitedfromthegrowthinthesesectorstoachievea14%shareofthemarketbyvaluein2000.商場(chǎng)提供了大量功能型及高價(jià)位泳衣和配飾。這樣，在2000年他們達(dá)到了14%的市場(chǎng)份額SwimwearRetailTrends

泳衣零售趨勢(shì)DSwimwearRetailTrends

泳衣零售趨勢(shì)Designerbrandsarepresentwithintheswimwearsector,withinwhichthelogoisakeybrandingdevicetodifferentiateagainstthestronglybrandedactiveswimwearmarket.ManydesignerrangesincludeswimwearbyCalvinKlein,Dolce&Gabbana,EmporioArmani,GianniVersaceandPoloRalphLauren.設(shè)計(jì)師品牌已經(jīng)出現(xiàn)在泳衣行業(yè)，其logo是區(qū)別于其他品牌的主要特色。CK，D&G，EArmani，DianniVersace和PoloRalphLauren都已出品泳衣系列。SwimwearRetailTrends

泳衣零售趨勢(shì)DThankyou

Thankyou

IntroductiontotheSwimwearMarket

泳衣市場(chǎng)的介紹AlexandraSuhnerIntroductiontotheSwimwearMAgenda日程SwimwearMarket泳衣市場(chǎng)TheConsumer消費(fèi)者KeyBrands主要品牌Bestsellers熱賣品MarketingandPromotion營(yíng)銷與推廣Trends趨勢(shì)Research:JustStyleandMintelAgenda日程SwimwearMarket泳衣市場(chǎng)Pleasenotethattheimagesandfactsinthislecturearecopyrightprotectedandcannotbeusedforanycommercialpurposesordistribution.請(qǐng)注意：此次講座所含圖片和文字均受版權(quán)保護(hù)，不可用作任何商業(yè)目的和轉(zhuǎn)發(fā)。PleasenotethattheimagesanTheSwimwearMarket

泳衣市場(chǎng)Sinkorswim:theswimwearmarketto2014沉沒(méi)或“游泳”：2014前的泳衣市場(chǎng)Thefall-outfromtheglobalcreditcrunchislikelytohaveanadverseeffectontheclothingindustryforsometime.全球金融危機(jī)未來(lái)還會(huì)對(duì)服裝產(chǎn)業(yè)產(chǎn)生負(fù)面影響Overall,itcouldlowerworldswimweargrowthbetween2008and2014from5.32%to1.69%andleavetheworldmarketatretailworthUS$13.25bnratherthanUS13.85bn,accordingtoanewreportfromjust-style.據(jù)just-style的新報(bào)告顯示，2008-2014年，泳衣增長(zhǎng)預(yù)計(jì)從5.32%降至1.69%，全球零售市場(chǎng)總額修訂為132.5億美元TheSwimwearMarket

泳衣市場(chǎng)SinkoTheSwimwearMarket

泳衣市場(chǎng)Thisworst-casescenario,thereportsays,islikelytoleadtoa"considerablereductionintheexceptionallylargenumber"ofswimwearbrandsthatexisttoday.報(bào)告還說(shuō)，糟糕的經(jīng)濟(jì)可能使泳衣品牌“大幅減少EdHardyTheSwimwearMarket

泳衣市場(chǎng)ThiswTheSwimwearMarket

泳衣市場(chǎng)Retailmarketin20082008年零售市場(chǎng)Just-styleestimatestheretailmarketforswimwearandbeachwearin2008isworthUS$13.15bn-a2.1%riseonthemarket'svalueofUS$12.88bnin2006.

just-style估計(jì)2008年泳衣與沙灘裝的零售市場(chǎng)總額達(dá)到131.5億美元，較之2006年的128.8億增長(zhǎng)2.1%Withinthis,women'sswimwearrepresents70%oftheworldtotalvalue,followedbymen'sswimwear(17%),girls'swimwear(10%),andboys'swimwear(4%).女式泳衣占70%，接下來(lái)是男式泳衣（17%），女孩泳衣（10%），男孩泳衣（4%）TheSwimwearMarket

泳衣市場(chǎng)RetailTheSwimwearMarket

泳衣市場(chǎng)Overall,just-styleestimatesthattheaverageworldretailpriceforswimwearandbeachwearin2008isUS$12.43.(upfrom$12.35in2006)just-style估計(jì)2008年泳衣與沙灘衣全球平均零售價(jià)格為12.43美元。（2006年為12.35美元）TheSwimwearMarket

泳衣市場(chǎng)OveralTheSwimwearMarket

泳衣市場(chǎng)Whytheslowgrowth?為什么增速緩慢？thecurrentuncertaineconomicsituation現(xiàn)今不確定的經(jīng)濟(jì)形勢(shì)long-termpopulationstagnation人口增長(zhǎng)長(zhǎng)期滯后theshiftinbrandedmanufacturingtolower-costcountries.品牌生產(chǎn)轉(zhuǎn)移至低成本國(guó)家Marks&SpencerTheSwimwearMarket

泳衣市場(chǎng)WhythTheSwimwearMarket

泳衣市場(chǎng)Thefuturemarket未來(lái)市場(chǎng)FollowingtheBeijingOlympicslastyear,thenextmajoreventforswimwearwillbetheLondonOlympicsin2012.繼北京奧運(yùn)會(huì)后，下一個(gè)對(duì)于泳衣銷售來(lái)說(shuō)最大的盛事就是2012倫敦奧運(yùn)會(huì)Unitsalesfor2012willbe1,099mpieces,agrowthof41munitsfrom2008.2012年銷量將達(dá)到10.99億，比2008年增加4100萬(wàn)件TheSwimwearMarket

泳衣市場(chǎng)ThefuTheSwimwearMarket

泳衣市場(chǎng)Brandingdiversity品牌多樣化Inthedevelopedworld,brandsaccountforbetween60%and70%ofthevalueofthemarket在發(fā)達(dá)國(guó)家，品牌占有率達(dá)到60-70%TheSwimwearMarket

泳衣市場(chǎng)BrandiTheSwimwearMarket

泳衣市場(chǎng)BrandingdiversityThevarietyofbrandsthatexist,especiallyinWesternEuropethatcontributetothecontinuingdiversityoftheswimwearmarket.品牌的多樣化，尤其在西歐，勢(shì)必造成泳衣市場(chǎng)的持續(xù)多樣化SpeedoTheSwimwearMarket

泳衣市場(chǎng)BrandiTheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景SwimwearfashionintheWesternworldwillbedrivenbytheacceptanceofswimmingasarelaxingpastimeforanageingpopulation;西方老齡化人口認(rèn)為游泳是輕松的消遣方式，這種觀點(diǎn)促進(jìn)了泳衣的銷量Amongtheyoungeragegroup,swimwearwillbewornawayfromtheseaandthepool;?年輕人即使不在海里和水池中也照樣穿泳衣TheSwimwearMarket

泳衣市場(chǎng)ThemaTheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景Figuresupportingandenhancingfabricswillencourageolderwomentowearswimwear;形體支撐面料使老齡婦女熱衷泳衣Internetsalesgrowthwilloutstripthatoftraditionalretailing;?網(wǎng)絡(luò)銷售增長(zhǎng)超越了傳統(tǒng)零售手段TheSwimwearMarket

泳衣市場(chǎng)ThemaTheSwimwearMarket

泳衣市場(chǎng)Themarketandproductfuture市場(chǎng)與產(chǎn)品前景TheLondonOlympicswillcreateaswimwearmarket'splash'in2012,asanantidotetothegloomanddoomforecastfor2009-2010.倫敦奧運(yùn)會(huì)是2009-2010低迷預(yù)測(cè)的一貼良劑TheSwimwearMarket

泳衣市場(chǎng)ThemaTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Femalepurchasingofswimwearshowsabroadbasedappealto15-54-year-olds.15-54歲女性是主要潛在泳衣消費(fèi)者

Perhapssurprisingly,respondentsaged35-44-years-oldarefoundtobekeybuyersofswimwear,denotingthatthisagegroupisimportantintermsoftakingholidaysabroad.

35-44歲是最主要泳衣買家，顯示這個(gè)年齡段的人喜歡國(guó)外度假TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Theproportionofwomenbuyingswimwearholdsupwellacrossallagegroupsuntilthe45-54benchmark,whenitfallsoffsharply.各個(gè)年齡段的女性都喜歡買泳衣，不過(guò)45-54歲會(huì)顯著下降Theimplicationisthatmass-marketclothingretailersofwomen'sswimwear/beachwearneedtosegmenttheirrangescarefullytoappealtoawidetargetaudience,andhavesomethingforeveryoneintheirofferings,ratherthansimplyhigh-fashiongarments.這說(shuō)明泳衣沙灘衣商家需要迎合各個(gè)目標(biāo)群體的需求，而不僅限于時(shí)尚款式TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Womeninthe55+agegroupsdotendtobecomelessfashion-consciousandmaythereforeretaintheirswimwearforuseoverseveralyears,sinceusewillbereservedsolelyforholidaysabroad.55歲以后的女性就不熱衷時(shí)尚了，因此一件泳衣會(huì)穿很多年。泳衣的購(gòu)買力與社會(huì)經(jīng)濟(jì)地位有很大聯(lián)系。見(jiàn)表TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Purchaseofswimwearisstronglyrelatedtothesocio-economicstatusoftherespondentwithonequarterofmenand40%ofwomeningroupABhavingboughtswimwearinthepreceding12months,comparedtojust11%ofmenand17%ofwomeningroupE.TheSwimwearConsumer

泳衣消費(fèi)者TheTheSwimwearConsumer

泳衣消費(fèi)者TheConsumer

Maritalstatusdoesinfluencepurchasingbehaviourinthatsome41%ofsinglewomenpurchasedgarmentsovertheyear,comparedto35%ofmarriedwomen:Singlewomenclearlytendtoenjoymoredisposableincometospendonitems'forself',includingclothingandtoiletriesamongothers.結(jié)婚狀況的確影響購(gòu)買行為，相比35%的已婚婦女，41%的單身女性會(huì)在一年期間購(gòu)買泳衣，單身女性還會(huì)為自己花費(fèi)更多用于購(gòu)買服裝，衛(wèi)生間用品。TheSwimwearConsumer

泳衣消費(fèi)者TheKeyBrandsintheSwimwearMarket

泳衣市場(chǎng)的主要品牌Themostimportantoftheseareretailerbrands,inparticularM&S,andsportsbrandssuchasAdidasandSpeedo.ThesethreebrandsdominatetheUKmarketforbeachwear,whilenumeroussmallerbrandscompetefornichepositions.

最重要的是零售品牌，如瑪