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Global Apparel (Part 2): Category Dynamics and Competitive Landscape

Global apparel market: Developed brands targeting China to increase sales

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2014-02-05 07:09:02 - Global Apparel (Part 2): Category Dynamics and Competitive Landscape - a new market research report on

The global apparel market sales pushed ahead in 2012, growing by 6% to reach US$1.7 billion in sales. Nonetheless, the fragile macroeconomic climate has had a resounding effect on consumer attitudes towards apparel, which remains largely a discretionary purchase compared to other consumer goods. The most salient trend has been a renewed consideration for value for money. The apparel companies and categories which have weathered the storm have been those which have catered to the changing consumer outlook.

Sportswear was the most dynamic category in 2012, registering almost 8% value growth. A combination of rising sports participation and the blurring of lines between sportswear and leisurewear contributed to this progress.

The global apparel market remains extremely fragmented, with the top 10 players



accounting for only 9% of total value sales in 2012. Nike and adidas have managed to maintain their spots at the top of the league table on account of their sports footwear sales.

Key Headlines

Not only was sportswear the most dynamic category in 2012, but sportswear players also took the highest value share of the global apparel market.

A number of socio-economic factors have been driving growth of childrenswear in both emerging and developed markets. Grocery private label and premium brands have been the key beneficiaries of this trend.

Clothing accessories, hosiery and underwear have benefited from the recession, due to their affordability and popularity as self-treating and gift items.

Brands across the board are taking cues from fast fashion leaders H&M and Zara, incorporating the core traits of trend alignment, speed to market and value proposition.

Developed market brands are targeting emerging markets, notably China, to combat weak sales in home markets. At the same time, emerging market brands are also expanding overseas.

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