Designer Apparel and Footwear (Ready-To-Wear) in Spain

PROSPECTS

Experiences rather than things

In 2018, designer apparel and footwear (ready-to-wear) recorded a marginally better performance than in the previous year. Over the review period Spain suffered from a high unemployment rate, and therefore consumers had little money to allocate to leisure activities.

Players need to meet consumer demand

Over the forecast period, experiences are set to be crucial in the development of designer apparel and footwear. Players in the category will need to satisfy the growing need amongst Spaniards to enjoy new experiences.

Male consumers the next target

Traditionally, Spanish men were less interested than women in fashion trends and shopping. Nevertheless, they prefer to have a few better-quality items, rather than more items with lower quality, as Spanish women do.

COMPETITIVE LANDSCAPE

Ralph Lauren España remains on top

Ralph Lauren España retained the lead in designer apparel and footwear (ready-to-wear) in value terms in 2017, thanks to a huge presence in the leading Spanish department store El Corte Inglés. Also, the brand’s strength remains in its local image and in the wider availability of sizes, which is far more limited in other designer apparel brands.

Hugo Boss Benelux follows

Ralph Lauren España was followed by Hugo Boss Benelux in value terms in 2017. In the country the Hugo Boss brand benefits from having Queen Letizia as one of its best-known customers.

Connecting locally to ensure further growth

In Spain, most designer apparel brands traditionally focused their efforts on older segments of the population, mainly because their disposable incomes were higher. However traditional luxury brands, such as Chanel, Burberry and Fendi, must place greater emphasis on making their brands “younger” and more fashionable in order to capture the next generation of trendy customers.

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