欧洲泳装市场分析报告课件

IntroductiontotheSwimwearMarket

泳衣市场的介绍AlexandraSuhnerIntroductiontotheSwimwearMAgenda日程SwimwearMarket泳衣市场TheConsumer消费者KeyBrands主要品牌Bestsellers热卖品MarketingandPromotion营销与推广Trends趋势Research:JustStyleandMintelAgenda日程SwimwearMarket泳衣市场Pleasenotethattheimagesandfactsinthislecturearecopyrightprotectedandcannotbeusedforanycommercialpurposesordistribution.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。PleasenotethattheimagesanTheSwimwearMarket

泳衣市场Sinkorswim:theswimwearmarketto2014沉没或“游泳”：2014前的泳衣市场Thefall-outfromtheglobalcreditcrunchislikelytohaveanadverseeffectontheclothingindustryforsometime.全球金融危机未来还会对服装产业产生负面影响Overall,itcouldlowerworldswimweargrowthbetween2008and2014from5.32%to1.69%andleavetheworldmarketatretailworthUS$13.25bnratherthanUS13.85bn,accordingtoanewreportfromjust-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TheSwimwearMarket

泳衣市场SinkoTheSwimwearMarket

泳衣市场Thisworst-casescenario,thereportsays,islikelytoleadtoa"considerablereductionintheexceptionallylargenumber"ofswimwearbrandsthatexisttoday.报告还说，糟糕的经济可能使泳衣品牌“大幅减少EdHardyTheSwimwearMarket

泳衣市场ThiswTheSwimwearMarket

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

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%Withinthis,women'sswimwearrepresents70%oftheworldtotalvalue,followedbymen'sswimwear(17%),girls'swimwear(10%),andboys'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%）TheSwimwearMarket

泳衣市场RetailTheSwimwearMarket

泳衣市场Overall,just-styleestimatesthattheaverageworldretailpriceforswimwearandbeachwearin2008isUS$12.43.(upfrom$12.35in2006)just-style估计2008年泳衣与沙滩衣全球平均零售价格为12.43美元。（2006年为12.35美元）TheSwimwearMarket

泳衣市场OveralTheSwimwearMarket

泳衣市场Whytheslowgrowth?为什么增速缓慢？thecurrentuncertaineconomicsituation现今不确定的经济形势long-termpopulationstagnation人口增长长期滞后theshiftinbrandedmanufacturingtolower-costcountries.品牌生产转移至低成本国家Marks&SpencerTheSwimwearMarket

泳衣市场WhythTheSwimwearMarket

泳衣市场Thefuturemarket未来市场FollowingtheBeijingOlympicslastyear,thenextmajoreventforswimwearwillbetheLondonOlympicsin2012.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Unitsalesfor2012willbe1,099mpieces,agrowthof41munitsfrom2008.2012年销量将达到10.99亿，比2008年增加4100万件TheSwimwearMarket

泳衣市场ThefuTheSwimwearMarket

泳衣市场Brandingdiversity品牌多样化Inthedevelopedworld,brandsaccountforbetween60%and70%ofthevalueofthemarket在发达国家，品牌占有率达到60-70%TheSwimwearMarket

泳衣市场BrandiTheSwimwearMarket

泳衣市场BrandingdiversityThevarietyofbrandsthatexist,especiallyinWesternEuropethatcontributetothecontinuingdiversityoftheswimwearmarket.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SpeedoTheSwimwearMarket

泳衣市场BrandiTheSwimwearMarket

泳衣市场Themarketandproductfuture市场与产品前景SwimwearfashionintheWesternworldwillbedrivenbytheacceptanceofswimmingasarelaxingpastimeforanageingpopulation;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Amongtheyoungeragegroup,swimwearwillbewornawayfromtheseaandthepool;
年轻人即使不在海里和水池中也照样穿泳衣TheSwimwearMarket

泳衣市场ThemaTheSwimwearMarket

泳衣市场Themarketandproductfuture市场与产品前景Figuresupportingandenhancingfabricswillencourageolderwomentowearswimwear;形体支撑面料使老龄妇女热衷泳衣Internetsalesgrowthwilloutstripthatoftraditionalretailing;
网络销售增长超越了传统零售手段TheSwimwearMarket

泳衣市场ThemaTheSwimwearMarket

泳衣市场Themarketandproductfuture市场与产品前景TheLondonOlympicswillcreateaswimwearmarket'splash'in2012,asanantidotetothegloomanddoomforecastfor2009-2010.伦敦奥运会是2009-2010低迷预测的一贴良剂TheSwimwearMarket

泳衣市场ThemaTheSwimwearConsumer

泳衣消费者TheConsumer

Femalepurchasingofswimwearshowsabroadbasedappealto15-54-year-olds.15-54岁女性是主要潜在泳衣消费者

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

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TheSwimwearConsumer

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

Theproportionofwomenbuyingswimwearholdsupwellacrossallagegroupsuntilthe45-54benchmark,whenitfallsoffsharply.各个年龄段的女性都喜欢买泳衣，不过45-54岁会显著下降Theimplicationisthatmass-marketclothingretailersofwomen'sswimwear/beachwearneedtosegmenttheirrangescarefullytoappealtoawidetargetaudience,andhavesomethingforeveryoneintheirofferings,ratherthansimplyhigh-fashiongarments.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TheSwimwearConsumer

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

Womeninthe55+agegroupsdotendtobecomelessfashion-consciousandmaythereforeretaintheirswimwearforuseoverseveralyears,sinceusewillbereservedsolelyforholidaysabroad.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TheSwimwearConsumer

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

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

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

Maritalstatusdoesinfluencepurchasingbehaviourinthatsome41%ofsinglewomenpurchasedgarmentsovertheyear,comparedto35%ofmarriedwomen:Singlewomenclearlytendtoenjoymoredisposableincometospendonitems'forself',includingclothingandtoiletriesamongothers.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。TheSwimwearConsumer

泳衣消费者TheKeyBrandsintheSwimwearMarket

泳衣市场的主要品牌Themostimportantoftheseareretailerbrands,inparticularM&S,andsportsbrandssuchasAdidasandSpeedo.ThesethreebrandsdominatetheUKmarketforbeachwear,whilenumeroussmallerbrandscompetefornichepositions.

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OnereasonforthelargenumberofplayerswithintheUKswimwearmarketisthatitconsistsofalargenumberofbrandsfromdiversebackgroundsthattargetnichemarkets.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KeyBrandsintheSwimwearMarKeyBrandsintheSwimwearMarket

泳衣市场的主要品牌Retailerbrands零售品牌egM&S,Next,JohnLewis'Aquatics,PrimarkDedicatedbeachwearbrands专门沙滩衣品牌egSeafolly,Gottex,GideonObersonandHuitSportsbrands运动品牌egadidas,Speedo

KeyBrandsintheSwimwearMarKeyBrandsintheSwimwearMarket

泳衣市场的主要品牌

Fashion/designerbrands时尚设计师品牌也会提供泳衣产品whichofferswimwearaspartoftherange,egGucci,EmporioArmani,Dolce&Gabbana,GianniVersace,PoloRalphLauren

Lingerie/underwearbrands内衣品牌多样化，介入沙滩装市场thathavediversifiedintothebeachwearmarket,egAgentProvocateur,Fantasie,Triumph,CosmopolitanKeyBrandsintheSwimwearMarSpeedoEstablishedinAustraliain1928,Speedoclaimstobetheworld'snumberoneswimmingbrandandhasanestimated16%shareoftheUKmarket(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SpeedoEstablishedinAustraliaSpeedoThecompanyhasareputationforproductinnovationinitsmissiontoachievetheworld'sfastestswimsuit,havingpioneeredthefirstswimwearbrandtoproduceanylon/Lycramixswimsuitinthe1970s.In1996forTheAtlantaOlympics,thecompanylaunchedAquablade,afabricwhichisclaimedtoreducesurfaceresistanceand,hence,increasespeedthroughthewater.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.SpeedoThecompanyhasareputaSpeedoSpeedo'snewFastskinfull-lengthone-piecebodysuitgrabbedtheheadlinesatThe2000SydneyOlympics.AccordingtoSpeedo,its'Biomimetic'designemulatesthehydrodynamicefficiencyofashark'sskinwithfabricthatmimicssharkskinandseamingthatimprovesmuscleco-ordination.Thecompanyclaimsthesuitoffersasmuchas3%improvementinspeed.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SpeedoSpeedo'snewFastskinfuSpeedoCollaborationwithCommedesGarçonsSpeedo与CommedesGarçons的合作SpeedoCollaborationwithCommeSpeedoThebrand,bestknownforisfunctionalsports-basedswimwear,hasmovedintonewproductareas.Thecompany'srangenowoffersthreedistinctsegments:Speedo目前已涉足运动泳衣以外的领域，主要有三大部分：LeisureSwimandKidsSwim休闲泳衣与儿童泳衣Beachwearrange-awiderselectionofbeachapparel沙滩衣系列Multisport-aleisurerangetoincludebothmen'sandwomen'sunderwear,togetherwithafitnessrange.多功能运动休闲系列SpeedoThebrand,bestknownfoSpeedoSpeedoSeafollySince1975,SeafollyhasbeenattheepicentreofAustralianbeachlifestyleandhasquicklybecomeoneofthemostrecognizedswimwearandbeachlifestylebrandsworld-wide.accessoriescollection.自1975年，Seafolly便成为澳大利亚沙滩衣的中心品牌。SeafollySince1975,SeafollyhSeafollySettingtheseasonstrends,Seafollyoffersafun,fashionforwardandinnovativerangeofswimandlifestylewear.Seafolly应对季节趋势，提供有趣，时尚前卫，新意的泳装系列Seafollyhaveallanarrayofbikinis,onepieceswimsuits,coverupsandapparelalongwithanextensiveaccessoriescollection.Seafolly拥有全线比基尼，连体泳装以及其他配饰系列SeafollySettingtheseasonstrSeafollyBoldstatementprints,contrastingtexturesandinjectionsofeclecticcolourencapsulateandreflecttheSEAFOLLYbrandphilosophy.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SeafollyBoldstatementprints,SeafollySeafollyZimmermanAustralianbrandfoundedin1991bysistersNicky&SimoneZimmermann1991年为NickyZimmermann与SimoneZimmermann姐妹所创Sophisticatedfemininity,strongsilhouettes,clevercolourcombinationsanddelicateoriginalprints.

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ZimmermanAustralianbrandfounZimmermanZimmermannpresenttheirready-to-wearcollectionseachyearatMercedesAustralianFashionWeek(April),andtheMiamiSwimFair(July)intheUS.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ZimmermanZimmermannpresentthZimmerman

Zimmerman

Bestsellers

热卖品Onepieceswimsuitswerepreviouslymorepopularduetopracticality,supportandlessrevealingthanbikinis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OnepieceswimsBestsellers

热卖品However,therearenowawidevarietyofstylesandcutsofbikinisfromskimpybikinistotankinis,classicunderwiredstylesforwomenwhoneedmoresupportetc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Bestsellers

热卖品However,thereMarketingandPromotion

营销与推广AdvertisingThelevelofabove-the-lineadvertisingactivitywithinthebeachwearsectorhastraditionallybeenlowadvertisingcampaigns沙滩装预算的广告投放水平一直比较低sportsbrandssuchasadidasinvestheavilyinoverallumbrellabranded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MarketingandPromotion

营销与推广AMarketingandPromotion

营销与推广AdvertisingFurthermore,above-the-lineadvertisingexpendituredatadonottakeintoaccountthefactthatsomebrands,suchasSpeedo,utilisesponsorshipandPOSmaterialaroundkeysportingevents,suchasTheOlympicGamesheldinSydneyduring2000,toincreasebrandawareness.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。MarketingandPromotion

营销与推广AMarketingandPromotion

营销与推广Sponsorship赞助Intermsofpromotionalactivity,mostbrandsandretailersfocusonin-storepromotionalactivity,withsportsswimwearbrandssponsoringorsupportingacollectionofcompetitiveswimmerstoendorsetheirproduct.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MarketingandPromotion

营销与推广SMarketingandPromotion

营销与推广Thepackagingchallenge包装竞争Packagingandoverallpresentationofswimwearcanalsobeamajorpromotionaltool,althoughswimwearcanbeaparticularlydifficultproducttodisplayinaninnovativemanner.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MarketingandPromotion

营销与推广TMarketingandPromotion

营销与推广Thepackagingchallenge包装竞争Mostgarmentsarepresentedonhangers,whichcanbedifficulttomaintain,astheyoftenfalloffthehangers.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MarketingandPromotion

营销与推广TMarketingandPromotion

营销与推广Thepackagingchallenge包装竞争Theenhancedemphasisonmix-and-matchgarments,andspecificallyaccessories,incollectionspresentsachallengeintermsofin-storemerchandisingtoencouragepurchasingacrosstherange.混搭与配饰的流行给店内的营销提出了挑战MarketingandPromotion

营销与推广TMarketingandPromotion

营销与推广Tradeshows时装秀Mostbrandedgoods,particularlyoverseasbrands,relyontradeshowsandexhibitions.大多品牌服装，尤其海外品牌，倚重时装秀和时装展MajorUKeventsincludeTheSun&SwimwearShowinLondonandtheHarrogateLingerieShowinYorkshire.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MarketingandPromotion

营销与推广TMarketingandPromotion

营销与推广Women'smagazines女性杂志TheCosmopolitanbeachwearrangeisnaturallypromotedthroughCosmopolitanmagazine,althoughthemainemphasisisthroughPR,withacampaignalsobeingconductedthroughwomen'sfashionmagazines,andnationalandregionalpress.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MarketingandPromotion

营销与推广WMarketingandPromotion

营销与推广Women'smagazines女性杂志ManyotherretailerbrandssuchasM&SdobenefitfromPRactivityintheclothingpagesofwomen'smagazineswhichactasashowcasetowhatisonofferin-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MarketingandPromotion

营销与推广WCurrentTrends:AnimalPrints

当下趋势：动物印花Zebra,giraffeandallmannerofwildprintsonthebeachthisyear.斑马，长颈鹿以及所有野生动物印花今年会风靡海滩'OutofAfrica'trend.“走出非洲”趋势Theblackandwhitezebraprint,bothinbikinisandone-piecestyles,withadjoininghoopsfordetail斑马纹印花，加上环状配件会成为比基尼与连体衣的印花Jungleandsafari-likeprints丛林与东非游猎式印花CurrentTrends:AnimalPrints

CurrentTrends:FloralPrints

当下趋势：花朵印花

Floralsarefeminineanddatewell花朵是体现女性，也是适合潮流的BadgleyMishkaandElieTahariCurrentTrends:FloralPrints

CurrentTrends:FloralPrints

当下趋势：花朵印花HouseofHollandandSeafollyCurrentTrends:FloralPrints

CurrentTrends:BoldandBrightColours

当下趋势：张扬与明亮的色调Boldblockcolourswimweartocompensatefordetailedproductdesign.张扬的颜色泳装弥补了产品细节设计的不足ElieSaabandHerveLegerCurrentTrends:BoldandBrighCurrentTrends:BoldandBrightColours

当下趋势：张扬与明亮的色调Hotpinks,neons,andlightbluesverypopular.热烈的粉红，霓虹色，淡蓝非常流行JeanPaulGaultier,VPLCurrentTrends:BoldandBrighCurrentTrends:OneshoulderBikinis

当下趋势：单肩比基尼Takingtheircuesfromtheoneshoulderfashiontrend,one-shoulderedbikiniswillbethemusthaveswimwearin2009.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CurrentTrends:OneshoulderBCurrentTrends:OneshoulderBikinis

当下趋势：单肩比基尼MariosSchwabmarriedtheone-shoulderedbikiniwiththecutawaybikinitrendonhisSpring/Summer2009runwayatLFWMariosSchwab将单肩与圆形下摆式比基尼相结合，在2009LFW春夏上展示CurrentTrends:OneshoulderBCurrentTrends:Monokinis

当下趋势：单基尼Aone-shoulderedmonokiniwasseenonHervéLégerbyMaxAzria'sSpring/Summer2009catwalk单肩单基尼CurrentTrends:Monokinis

当下趋势CurrentTrends:Monokinis

当下趋势：单基尼Theone-piececementeditscomebackoflastyearbybroadeningthemixtoincludemorehalterneck,bandeauandcut-outstyles,whilepolkadotsandanimalprints.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AgentProvocateur,EmilioPucci,GucciCurrentTrends:Monokinis

当下趋势CurrentTrends:Monokinis

当下趋势：单基尼LouisVuitton,MichaelKors,SeaFollyCurrentTrends:Monokinis

当下趋势CurrentTrends:Cutawaybikinisandonepieces

当下趋势：圆形剪裁比基尼与连体衣CurrentTrends:CutawaybikinCurrentTrends:Cutawaybikinisandonepieces

当下趋势：圆形剪裁比基尼与连体衣HerveLeger,HerveLeger,LaPerla,StellaMcCartneyCurrentTrends:CutawaybikinCurrentTrends:AccessorizingSwimwear

当下趋势：配饰泳衣Animportanttrendsincethelate1990shasbeenthepromotionofthebeachweartotalwardrobeconcept,toencouragethepurchaseofawiderrangeofaccessoriesaspartofaco-ordinatedlook.Suchdevelopmentsareclearlyintunewithtoday'smoresophisticatedholidaymakerwhomaygoontwoormoreholidaysayear,oftentolong-hauldestinations,andwantstherightgarmentsforsuchoccasions.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DanielleScuttCurrentTrends:AccessorizingCurrentTrends:AccessorizingSwimwear

当下趋势：配饰泳衣Swimwearaccessoriesareverypopularthissummer,encompassingeverythingfromsheerswimwearcover-upsandbigsunhatstochunkyjewellerythatcomplimentsasuit.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DianeVonFurstenberg,Dsquared2CurrentTrends:AccessorizingCurrentTrends:AccessorizingSwimwear

当下趋势：配饰泳衣Thecover-upthemehasbeenmuchinevidenceinthebeachwearmarket,asapossiblereactiontothetrendforwomentobegettinglarger.Furthermore,manywomenmayfeelunhappywiththeirownsizeorbodyshape,makingthemmoreinclinedtolookforgarmentswhichtheycanusetocoveruponthebeach,suchassarongs,skirtswhichmatchswimwearandsoon.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）CurrentTrends:AccessorizingCurrentTrends:AccessorizingSwimwear

当下趋势：配饰泳衣HerveLeger(3),Milly(4)CurrentTrends:Accessorizing

CurrentTrends:FashionandDesignerPositioning

当下趋势：时尚与设计师定位

Sportinginfluencesareassertedinthepromotionofperformancefabricsinfashionrangesandtheresurgenceof'moreisbest'(reducesdragandhenceincreasesspeed)withinthesportingarena.Thecover-upthemeisalsostronginrangespromotingsunprotection.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

CurrentTrends:FashionandDCurrentTrends:Fabrics

当下趋势：面料Tan-throughfabrics-thetechnologyiscontinuallydevelopingtoprovidebetterfabricsthatallowaneven,strapmark-freetan.晒透面料——阳光能均匀地，不留死角的晒到全部肌肤TheSunSelectrangeoftan-throughfabricsmarketedbyInterladalsoprotectsthebodyagainsttheharmfuleffectsofsunlight.Interlad的SunSelect系列也可保护身体不受阳光伤害1997thefirsttan-proofswimweargarmentswerelaunchedintheUK.

1997年，首件防晒泳衣登陆英国CurrentTrends:Fabrics

当下趋势：面CurrentTrends:Fabrics

当下趋势：面料BootsTheChemistclaimedtohavelaunchedthefirstrangeofladies'beachweartohaveanauthenticatedclothingprotectionfactor(SPF)of40-plus.Thegarments,includingswimsuits,sarongsandshorts,blockoutmostoftheharmfulUVAandUVBraysandaremadefromthesoftDuPontCoolMaxfabric.BootsTheChemist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CurrentTrends:Fabrics

当下趋势：面SwimwearRetailTrends

泳衣零售趋势Women’sswimweargarmentstendtobeavailableatawiderrangeofpricepointswithahigheraveragepricethanmen'sandchildren'sequivalents.女式泳衣的平均价格比男式与儿童泳衣要高Women’spurchasingtendstobedrivenbyfashionconsiderations,whichhelpsshortenreplacementcycles.女人购买泳衣被时尚因素所驱动，这样缩短了更换周期SwimwearRetailTrends

泳衣零售趋势WSwimwearRetailTrends

泳衣零售趋势Womenhavebeenrathermorereceptivetotheconceptofthebeachwearwardroberesultingindemandforgarments,especiallycover-upco-ordinatessuchassarongs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。SwimwearRetailTrends

泳衣零售趋势SwimwearRetailTrends

泳衣零售趋势Multiplepurchasingofmix-and-matchgarmentsandco-ordinatingaccessoriessuchassarongs.混搭衣服与配饰的多样化购买Pricepointshavebeenboostedbysalesofdesignerlabels,byfabricandfibreadvancements,suchaswater-repellentTeflon,andthedevelopmentofbeachwearrangestocomplementswimwear.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SwimwearRetailTrends

泳衣零售趋势MSwimwearRetailTrends

泳衣零售趋势In-storeHolidayShopconcept,anditsdecisiontostockbeachwearallyearroundtocapitaliseondemandbeyondthekeySpring/Summersellingperiod.假日商店概念与囤货迎接春夏销售旺季SwimwearRetailTrends

泳衣零售趋势ISwimwearRetailTrends

泳衣零售趋势Departmentstoresofferabroadrangeofbeachwearfromperformancegarmentstohigh-priceddesignerswimwearandaccessories.Hence,theyhavebenefitedfromthegrowthinthesesectorstoachievea14%shareofthemarketbyvaluein2000.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SwimwearRetailTrends

泳衣零售趋势DSwimwearRetailTrends

泳衣零售趋势Designerbrandsarepresentwithintheswimwearsector,withinwhichthelogoisakeybrandingdevicetodifferentiateagainstthestronglybrandedactiveswimwearmarket.ManydesignerrangesincludeswimwearbyCalvinKlein,Dolce&Gabbana,EmporioArmani,GianniVersaceandPoloRalphLauren.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，EArmani，DianniVersace和PoloRalphLauren都已出品泳衣系列。SwimwearRetailTrends

泳衣零售趋势DThankyou

Thankyou

IntroductiontotheSwimwearMarket

泳衣市场的介绍AlexandraSuhnerIntroductiontotheSwimwearMAgenda日程SwimwearMarket泳衣市场TheConsumer消费者KeyBrands主要品牌Bestsellers热卖品MarketingandPromotion营销与推广Trends趋势Research:JustStyleandMintelAgenda日程SwimwearMarket泳衣市场Pleasenotethattheimagesandfactsinthislecturearecopyrightprotectedandcannotbeusedforanycommercialpurposesordistribution.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。PleasenotethattheimagesanTheSwimwearMarket

泳衣市场Sinkorswim:theswimwearmarketto2014沉没或“游泳”：2014前的泳衣市场Thefall-outfromtheglobalcreditcrunchislikelytohaveanadverseeffectontheclothingindustryforsometime.全球金融危机未来还会对服装产业产生负面影响Overall,itcouldlowerworldswimweargrowthbetween2008and2014from5.32%to1.69%andleavetheworldmarketatretailworthUS$13.25bnratherthanUS13.85bn,accordingtoanewreportfromjust-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TheSwimwearMarket

泳衣市场SinkoTheSwimwearMarket

泳衣市场Thisworst-casescenario,thereportsays,islikelytoleadtoa"considerablereductionintheexceptionallylargenumber"ofswimwearbrandsthatexisttoday.报告还说，糟糕的经济可能使泳衣品牌“大幅减少EdHardyTheSwimwearMarket

泳衣市场ThiswTheSwimwearMarket

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

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%Withinthis,women'sswimwearrepresents70%oftheworldtotalvalue,followedbymen'sswimwear(17%),girls'swimwear(10%),andboys'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%）TheSwimwearMarket

泳衣市场RetailTheSwimwearMarket

泳衣市场Overall,just-styleestimatesthattheaverageworldretailpriceforswimwearandbeachwearin2008isUS$12.43.(upfrom$12.35in2006)just-style估计2008年泳衣与沙滩衣全球平均零售价格为12.43美元。（2006年为12.35美元）TheSwimwearMarket

泳衣市场OveralTheSwimwearMarket

泳衣市场Whytheslowgrowth?为什么增速缓慢？thecurrentuncertaineconomicsituation现今不确定的经济形势long-termpopulationstagnation人口增长长期滞后theshiftinbrandedmanufacturingtolower-costcountries.品牌生产转移至低成本国家Marks&SpencerTheSwimwearMarket

泳衣市场WhythTheSwimwearMarket

泳衣市场Thefuturemarket未来市场FollowingtheBeijingOlympicslastyear,thenextmajoreventforswimwearwillbetheLondonOlympicsin2012.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Unitsalesfor2012willbe1,099mpieces,agrowthof41munitsfrom2008.2012年销量将达到10.99亿，比2008年增加4100万件TheSwimwearMarket

泳衣市场ThefuTheSwimwearMarket

泳衣市场Brandingdiversity品牌多样化Inthedevelopedworld,brandsaccountforbetween60%and70%ofthevalueofthemarket在发达国家，品牌占有率达到60-70%TheSwimwearMarket

泳衣市场BrandiTheSwimwearMarket

泳衣市场BrandingdiversityThevarietyofbrandsthatexist,especiallyinWesternEuropethatcontributetothecontinuingdiversityoftheswimwearmarket.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SpeedoTheSwimwearMarket

泳衣市场BrandiTheSwimwearMarket

泳衣市场Themarketandproductfuture市场与产品前景SwimwearfashionintheWesternworldwillbedrivenbytheacceptanceofswimmingasarelaxingpastimeforanageingpopulation;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Amongtheyoungeragegroup,swimwearwillbewornawayfromtheseaandthepool;
年轻人即使不在海里和水池中也照样穿泳衣TheSwimwearMarket

泳衣市场ThemaTheSwimwearMarket

泳衣市场Themarketandproductfuture市场与产品前景Figuresupportingandenhancingfabricswillencourageolderwomentowearswimwear;形体支撑面料使老龄妇女热衷泳衣Internetsalesgrowthwilloutstripthatoftraditionalretailing;
网络销售增长超越了传统零售手段TheSwimwearMarket

泳衣市场ThemaTheSwimwearMarket

泳衣市场Themarketandproductfuture市场与产品前景TheLondonOlympicswillcreateaswimwearmarket'splash'in2012,asanantidotetothegloomanddoomforecastfor2009-2010.伦敦奥运会是2009-2010低迷预测的一贴良剂TheSwimwearMarket

泳衣市场ThemaTheSwimwearConsumer

泳衣消费者TheConsumer

Femalepurchasingofswimwearshowsabroadbasedappealto15-54-year-olds.15-54岁女性是主要潜在泳衣消费者

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

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TheSwimwearConsumer

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

Theproportionofwomenbuyingswimwearholdsupwellacrossallagegroupsuntilthe45-54benchmark,whenitfallsoffsharply.各个年龄段的女性都喜欢买泳衣，不过45-54岁会显著下降Theimplicationisthatmass-marketclothingretailersofwomen'sswimwear/beachwearneedtosegmenttheirrangescarefullytoappealtoawidetargetaudience,andhavesomethingforeveryoneintheirofferings,ratherthansimplyhigh-fashiongarments.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TheSwimwearConsumer

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

Womeninthe55+agegroupsdotendtobecomelessfashion-consciousandmaythereforeretaintheirswimwearforuseoverseveralyears,sinceusewillbereservedsolelyforholidaysabroad.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TheSwimwearConsumer

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

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

泳衣消费者TheTheSwimwearConsumer

泳衣消费者TheConsumer

Maritalstatusdoesinfluencepurchasingbehaviourinthatsome41%ofsinglewomenpurchasedgarmentsovertheyear,comparedto35%ofmarriedwomen:Singlewomenclearlytendtoenjoymoredisposableincometospendonitems'forself',includingclothingandtoiletriesamongothers.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。TheSwimwearConsumer

泳衣消费者TheKeyBrandsintheSwimwearMarket

泳衣市场的主要品牌Themostimportantoftheseareretailerbrands,inparticularM&S,andsportsbrandssuchasAdidasandSpeedo.ThesethreebrandsdominatetheUKmarketforbeachwear,whilenumeroussmallerbrandscompetefornichepositions.

最重要的是零售品牌，如玛