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1、Introduction to the Swimwear Market 泳衣市场的介绍Alexandra SuhnerAgenda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 protec
2、ted 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 so
3、me 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
4、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 HardyThe Swimwear Market 泳衣市场Retail market in 2008 2008年零售市场 Just-style estimate
5、s 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 mens swimwear (17%), g
6、irls swimwear (10%), and boys 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%）The Swimwear Market 泳衣市场Overall, just-style estimates that the average world retail price for swimwear and beachwear in 2008 is US$12.43. (up from $12.35 in 2006) 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
7、12.35美元）The Swimwear Market 泳衣市场Why the slow growth? 为什么增速缓慢？ the current uncertain economic situation 现今不确定的经济形势 long-term population stagnation 人口增长长期滞后 the shift in branded manufacturing to lower-cost countries. 品牌生产转移至低成本国家Marks 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 Among the younger age group, swim
8、wear will be worn away from the sea and the pool; 年轻人即使不在海里和水池中也照样穿泳 衣The Swimwear Market 泳衣市场The market and product future 市场与产品前景 Figure supporting and enhancing fabrics will encourage older women to wear swimwear; 形体支撑面料使老龄妇女热衷泳衣 Internet sales growth will outstrip that of traditional retailing;
9、网络销售增长超越了传统零售手段The Swimwear Market 泳衣市场The market and product future 市场与产品前景 The London Olympics will create a swimwear market splash in 2012, as an antidote to the gloom and doom forecast for 2009-2010. 伦敦奥运会是2009-2010低迷预测的一贴良剂The Swimwear Consumer 泳衣消费者The Consumer Female purchasing of swimwear sh
10、ows a broad based appeal to 15-54-year-olds. 15-54岁女性是主要潜在泳衣消费者 Perhaps surprisingly, respondents aged 35-44-years-old are found to be key buyers of swimwear, denoting that this age group is important in terms of taking holidays abroad. 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The Swimwear Consumer 泳衣消费者The C
11、onsumer The proportion of women buying swimwear holds up well across all age groups until the 45-54 benchmark, when it falls off sharply. 各个年龄段的女性都喜欢买泳衣，不过45-54岁会显著下降The implication is that mass-market clothing retailers of womens swimwear/beachwear need to segment their ranges carefully to appeal t
12、o a wide target audience, and have something for everyone in their offerings, rather than simply high-fashion garments.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The Swimwear Consumer 泳衣消费者The Consumer Women in the 55+ age groups do tend to become less fashion- conscious and may therefore retain their swimwe
13、ar for use over several years, since use will be reserved solely for holidays abroad. 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The Swimwear Consumer 泳衣消费者The Consumer Purchase of swimwear is strongly related to the socio-economic status of the respondent with one quarter of men and 40% of
14、 women in group AB having bought swimwear in the preceding 12 months, compared to just 11% of men and 17% of women in group E.The Swimwear Consumer 泳衣消费者The Consumer Marital status does influence purchasing behaviour in that some 41% of single women purchased garments over the year, compared to 35%
15、of married women: Single women clearly tend to enjoy more disposable income to spend on items for self, including clothing and toiletries among others. 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 。Key Brands in the Swimwear Market 泳衣市场的主要品牌The most important of these are
16、retailer brands, in particular M&S, and sports brands such as Adidas and Speedo. These three brands dominate the UK market for beachwear, while numerous smaller brands compete for niche positions. 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 One reason for the large number of players within the UK swimwear market is that it consists of
