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Getting More from Less: The Future of Apparel in Europe

April 2012

For the apparel industry, decades of deflation have left retailers and manufacturers dependent on increased volume consumption to drive value sales growth. However, since 2010, a lacklustre economic recovery and flat volume growth has raised concerns that the European market has reached its peak in terms of volume sales. This briefing explores the underlying reasons for this trend and examines how the European apparel industry can continue to grow through charging more for less.

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What this report includes:

  •     Up-to-the minute analysis of the latest trends in the industry
  •     New product development, forecasts and other themes
  •     Unique graphics and illustrated case studies
  •     Most recent brand and company news
  •     New insight into the size and shape of the market

Why buy this report:

  •     Clear, concise powerpoint format makes it easy to digest
  •     Leading industry opinion keeps you abreast of latest news and trends
  •     Forward-looking outlook on a category, market or issue affecting the industry
  •     Latest five year forecasts assess how the market is predicted to develop
  •     Understand the competitive environment, the leading players and brands


Objectives of the report
Key findings

How Apparel in Europe Fits into the Wider Economic Picture

Apparel in the wider economic environment: EU27
How do GDP figures relate to the retail industry?
Statistics: When to believe the hype and when to ignore it
Conundrum for retailers and manufacturers: The paradox of spend
Where apparel fits in the consumer goods classification system
Semi-durable goods typically perform worse than most in the EU
Deflation in the apparel industry hits growth rates
Growing polarisation in apparel leads to two routes

The End of Volume Growth in Europe

A closer look at the European apparel market: EU15
Highlighting the importance of the EU15 market
How apparel in the EU15 breaks down by market
Category and gender breakdown for apparel in 2011
The most frequently purchased apparel items in the EU15
How fast fashion has changed the competitive landscape over time
Nothing lasts forever: The end of apparel volume growth
How the fundamentals of fashion are changing
Forecasts for the 2011-2016 period for the EU15 apparel market
Underlying factors supporting the forecasts for the EU15

What Are Consumers Willing to Pay More For?

How to raise unit prices in apparel: France, Germany and the UK
Quality, price and availability prove crucial decision factors
"Needs must" attitude prevalent among older consumers
Consumer perceptions of "Green" vary considerably
Summary 1 findings from the survey for the apparel industry


The future focus for the apparel industry in Europe


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