Clothing And Footwear in Portugal
Euromonitor International's Clothing And Footwear in Portugal market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 56 | Publication date: Oct 2009
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Executive summary
Clothing and footwear with opposite performances in value terms
During 2008, the clothing and footwear sectors demonstrated contrasting performances in value terms. The clothing sector had its worst performance ever, which was a result of the Portuguese clothing industry's inability to compete efficiently with aggressive overseas management models based on low prices. On the other hand, the fine quality of Portuguese shoes was increasingly recognised throughout Europe, and resulted in the Portuguese footwear industry achieving one of the more dynamic performances for footwear in Europe. This was largely attributed to the successful campaign waged by the Portuguese footwear associations, to promote high quality, both at home and overseas.
Portuguese economic crisis impacts on the clothing and footwear market
The current weak state of the Portuguese economy, which has resulted in a decrease in consumer purchasing power, increased unemployment and decreased consumption levels, has badly affected the performance of all industries, including the clothing and footwear sectors. Consumers’ preference for low-priced clothing products resulting from the decline in their purchasing power has hit value sales and average prices. This impact is especially negative for Portuguese clothing manufacturers and retailers whose inability to innovate is leading to an increasing number of bankruptcies. On the other hand, Portuguese consumers have not changed their preferences in footwear products; they continue to prefer high quality shoes. However, the loss of purchasing power has limited this sector's potential for growth because footwear's average prices have decreased.
Growth of men’s clothing and footwear sales outperform women’s
Men’s growing passion for fashionable clothing and footwear products is driving the positive performance of the men’s outerwear and footwear subsectors in terms of volume. Despite the increasing demand for men's items in 2008, in terms of value, the children's wear and women’s footwear subsectors were the better performers. TV programmes such as “Morangos com Açucar” and “Rebelde way”, are directly targeted at younger audiences and are noticeably influencing the fashion demands of young men. In the developed world, fashion has taken on an international flavour as global marketing makes use of modern media to communicate fashion concepts – for example, internationally recognised fashion magazines are using celebrities as a marketing tool. As a consequence, being fashionable is increasingly taking root in Portuguese culture, including in men.
Rising power of largest multinational retail groups
The Portuguese clothing and footwear market is characterised by the presence of domestic and multinational companies. The multinational companies are gaining footholds as result of the increasing power of Inditex, which is the leader in the market and has almost the same share as the sum of all the other top companies operating in the sector. Even though this market is traditionally considered a mature market, Inditex's positive performance has demonstrated the market's growth potential.
Future performance will be characterised by continuing reduction in average prices
Over the forecast period, the clothing and footwear market is expected maintain its trend of positive sales performance in volume terms and negative sales performance in value terms. The gap between these two should decrease as consumer demand for quality products increases. Gradual modernisation and innovation should reduce companies’ production costs and lead to changes in their business models, as companies that are more efficient will produce better quality products at lower prices.
Table of contents
CLOTHING AND FOOTWEAR IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Clothing and footwear with opposite performances in value terms
Portuguese economic crisis impacts on the clothing and footwear market
Growth of men’s clothing and footwear sales outperform women’s
Rising power of largest multinational retail groups
Future performance will be characterised by continuing reduction in average prices
KEY TRENDS AND DEVELOPMENTS
Change in the global clothing and footwear market
Impact of the world economic recession on the clothing and footwear market
Women as key consumers
Shopping centres as Portuguese consumers' favourite venue
Casual is in
MARKET DATA
Table 1 Sales of Clothing and Footwear by Sector: Volume 2003-2008
Table 2 Sales of Clothing and Footwear by Sector: Value 2003-2008
Table 3 Sales of Clothing and Footwear by Sector: % Volume Growth 2003-2008
Table 4 Sales of Clothing and Footwear by Sector: % Value Growth 2003-2008
Table 5 Clothing and Footwear Company Shares 2004-2008
Table 6 Clothing and Footwear Brand Shares 2005-2008
Table 7 Sales of Clothing and Footwear by Distribution Format: % Analysis 2003-2008
Table 8 Forecast Sales of Clothing and Footwear by Sector: Volume 2008-2013
Table 9 Forecast Sales of Clothing and Footwear by Sector: Value 2008-2013
Table 10 Forecast Sales of Clothing and Footwear by Sector: % Volume Growth 2008-2013
Table 11 Forecast Sales of Clothing and Footwear by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PORTUGAL
AMERICAN NIKE - NIKE PORTUGAL SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 American Nike – Nike Portugal, SA: Key Facts
Summary 3 American Nike – Nike Portugal, SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 American Nike – Nike Portugal, SA: Competitive Position 2008
FOREVA - COMéRCIO DE CALçADO SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Foreva – Comércio de Calçado S.A.: Key Facts
Summary 6 Foreva – Comércio de Calçado S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Foreva – Comércio de Calçado S.A.: Competitive Position 2008
HENNES & MAURITZ, LDA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hennes & Mauritz, Lda: Key Facts
Summary 9 Hennes & Mauritz, Lda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 H&M Hennes & Mauritz, Lda: Competitive Position 2008
INDUSTRIA DE DISEñO TEXTIL SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Industria de Diseño Textile SA: Key Facts
Summary 12 Industria de Diseño Textile SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Industria de Diseño Textile SA: Competitive Position 2008
IRMãOS VILANOVA SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Irmãos Vila Nova S.A.: Key Facts
Summary 15 Irmãos Vila Nova S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Irmãos Vila Nova S.A.: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Irmãos Vila Nova S.A.: Competitive Position 2008
CLOTHING IN PORTUGAL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 18 New Product Launches 2007- 2008
SECTOR DATA
Table 12 Sales of Clothing by Subsector: Volume 2003-2008
Table 13 Sales of Clothing by Subsector: Value 2003-2008
Table 14 Sales of Clothing by Subsector: % Volume Growth 2003-2008
Table 15 Sales of Clothing by Subsector: % Value Growth 2003-2008
Table 16 Sales of Men’s Outerwear by Type 2003-2008
Table 17 Sales of Women’s Outerwear by Type 2003-2008
Table 18 Sales of Childrenswear by Type 2003-2008
Table 19 Clothing Company Shares 2004-2008
Table 20 Clothing Brand Shares 2005-2008
Table 21 Sales of Clothing by Distribution Format: % Analysis 2003-2008
Table 22 Forecast Sales of Clothing by Subsector: Volume 2008-2013
Table 23 Forecast Sales of Clothing by Subsector: Value 2008-2013
Table 24 Forecast Sales of Clothing by Subsector: % Volume Growth 2008-2013
Table 25 Forecast Sales of Clothing by Subsector: % Value Growth 2008-2013
FOOTWEAR IN PORTUGAL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 19 New Product Launches 2007- 2008
SECTOR DATA
Table 26 Sales of Footwear by Subsector: Volume 2003-2008
Table 27 Sales of Footwear by Subsector: Value 2003-2008
Table 28 Sales of Footwear by Subsector: % Volume Growth 2003-2008
Table 29 Sales of Footwear by Subsector: % Value Growth 2003-2008
Table 30 Sales of Footwear by Type 2003-2008
Table 31 Footwear Company Shares 2004-2008
Table 32 Footwear Brand Shares 2005-2008
Table 33 Sales of Footwear by Distribution Format: % Analysis 2003-2008
Table 34 Forecast Sales of Footwear by Subsector: Volume 2008-2013
Table 35 Forecast Sales of Footwear by Subsector: Value 2008-2013
Table 36 Forecast Sales of Footwear by Subsector: % Volume Growth 2008-2013
Table 37 Forecast Sales of Footwear by Subsector: % Value Growth 2008-2013