欧洲泳装市场分析.pdf

Introduction to the Swimwear Market 泳衣市场的介绍 Alexandra Suhner Agenda 日程 1. Swimwear Market 泳衣市场 2. The Consumer 消费者 3. Key Brands主要品牌 4. Bestsellers 热卖品 5. Marketing and Promotion 营销与推广 6. 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132.5亿 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 131.5亿美元，较之2006年的128.8亿增长2.1% • Within this, womens swimwear represents 70% of the world total value, followed by m