Discover the latest market trends and uncover sources of future market growth for the Apparel industry in France with research from Euromonitor’s team of in-country analysts.

The Apparel in France market research report includes:

• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

• What is the market size of Apparel in France?
• What are the major brands in France?
• How dynamic is the growth of clothing and footwear internet sales?
• What is the performance of women’s clothing vs men’s clothing?
• What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

EXECUTIVE SUMMARY

Apparel value sales continue to shrink in 2011

In 2011, current value sales of apparel in France declined, following a pattern which began in 2008. However, there was a marginal improvement in 2011 compared to the review period as a whole, during which it was strongly impacted by the economic downturn and the subsequent uncertain and gloomy economic environment. This led to low consumer confidence in France, with local consumers preferring to prioritise their purchases and spend on more essential areas such as food. Consequently, they reduced their apparel budgets as these items were considered as non-essential. In addition, as youth unemployment remained high, young people which are key consumers of apparel, especially for fast fashion items also reduced their spending affecting further sales of apparel as a whole.

Men drive apparel in France as they become more fashionable

French men are becoming increasingly interested in fashion as they pay more attention to their appearance. More and more, they also do their own shopping for apparel, regularly changing their wardrobes accordingly to fashion trends. This is the case for men of all ages in urban areas but this trend especially applies to younger generations, aged between 18 and 35 years old. Driven by male consumers, who tend to be more focused on brands and fashion, while women who shop for men are often more focused on price, men’s categories outperformed overall apparel in France in 2011.

Economy players gain from the growing demand for low cost fast fashion

As French consumers continued to be cautious with their spending on apparel, they increasingly traded down to economy brands and retailers. Consequently, economy players such as Vivarte SAS with its La Halle brand, KIABI Europe SAS and H&M Hennes & Mauritz Sarl naturally gained share in 2011. These companies witnessed their consumer base grow as they offer fashionable garments at lower prices. In addition, they regularly renew their collections, maintaining consumer interest and responding to the rising demand for fast fashion in France.

Internet retailing becomes increasingly popular

Sales through internet retailing continued to grow in 2011 as French consumers increasingly valued the convenience of shopping online. Indeed, this channel allows them to easily look for bargains or promotional offers as well as specific products difficult to find in mainstream outlets. Internet retailing represents a good alternative for those living remotely, especially in the French countryside, far from the major retailing outlets. Besides, French households become better connected in terms of broadband and enjoy using new technologies such as smartphones, tablets and other connected devices, which also allow them to shop online, at anytime and anywhere. Another driving factor is the increasing number of online players, with brands and retailers now having both an online and a store-based presence.

Poor expectations for apparel in France over forecast period

As French consumers are expected to continue to limit their spending on apparel and to prefer economy brands, both constant value and volume sales of apparel are expected to decline further over the forecast period. Both women and men will consider price as an essential criteria in their purchase; however French men will continue to choose quality and durable products, while women will chose a more affordable option. Women’s categories are therefore expected to experience a greater impact over the forecast period. As a result, low cost fast fashion and promotional offers are likely to be the strategies for a majority of retailers and manufacturers in order to balance the underperforming French apparel landscape.

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