Professional Documents
Culture Documents
INTRODUCTION
GLOBAL MARKET SPOTLIGHT
REGIONAL AND COUNTRY MIX
CATEGORY HIGHLIGHTS
FUTURE OUTLOOK
INTRODUCTION
Scope
All values expressed in this report are in US dollar terms using a fixed exchange
rate (2014).
All forecast data are expressed in constant terms; inflationary effects are
discounted. Conversely, all historical data are expressed in current terms;
inflationary effects are taken into account, unless otherwise stated.
Euromonitor International
Disclaimer
Much of the information in this
briefing is of a statistical nature and,
while every attempt has been made
to ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies opinions, reader
discretion is advised.
PASSPORT 3
INTRODUCTION
Objectives
The core objective of this report is to examine the current state of the global apparel and footwear industry
and determine the future prospects within the various regions and categories.
The regional and country mix section pinpoints recent developments in key geographic markets. The
analysis is informed by a number of factors, including shifts in demographic profiles, macroeconomic
aspects and the activities of multinational brands.
The category analysis section is informed by a number of factors, including shifts in disposable incomes,
cultural norms, and the activities of multinational brands.
The concluding part of this report analyses the future outlook of the global apparel market in both value and
volume terms, characterised by the ongoing power shift to emerging markets.
The report does not claim to be comprehensive, but rather seeks to offer high-level insight into key
developments and opportunities in the apparel and footwear industry at a time of continued macroeconomic
uncertainty.
Euromonitor International
PASSPORT 4
INTRODUCTION
Key findings
Resilient global growth
despite economic
headwinds
The global apparel and footwear market delivers another year of solid growth in 2014
despite weakness in key markets including China, Russia and Brazil and ongoing
difficulties in Western Europe.
Despite a slowdown in the Chinese economy, Asia Pacific remains the largest regional
apparel and footwear market. International brands will continue to penetrate the regions
lower-tier cities especially in China where rising incomes will see market growth become
more widespread.
US continues solid
recovery
The US has shown solid post-recession recovery and the future looks promising. Although
in 2015 China will take its leading position as the worlds largest market, performance and
the expansion in the US will remain key for all fashion brands looking for global dominance.
Although 2014 brought virtually no growth to the Western European apparel and footwear
market, there are signs of a pick-up and positive momentum across some of the markets
including Greece, Spain and Portugal, and 2015 is expected to be a year of fragile recovery
following seven years of weak performance.
In 2014, the menswear category increased by 4.5% compared to 3.7% for womenswear,
and by 2019 will contribute and additional US$40 billion in sales to the global apparel and
footwear market, leaving considerable capacity for category development. Mens shirts,
jeans, and jackets and coats are forecast to be the star performers.
The dynamic growth of performance and sports-inspired apparel and footwear has initiated
a slow-burning but inexorable shift to comfort dressing as part of daily lifestyles. The shift is
already visible across most categories, including denim, where brands are using innovation
to drive growth and meet consumer needs.
Euromonitor International
PASSPORT 5
INTRODUCTION
GLOBAL MARKET SPOTLIGHT
REGIONAL AND COUNTRY MIX
CATEGORY HIGHLIGHTS
FUTURE OUTLOOK
16
14
1,200
1,000
800
600
400
200
0
2009
2010
2011
Euromonitor International
2012
2013
2014
% y-o-y growth
12
% y-o-y growth
1,400
% y-o-y growth
US$ billion
1,600
10
8
6
4
0
Brazil
Russia
2011-12
2012-13
India
China
2013-14
PASSPORT 7
Over 10%
5-10%
2-5%
1-2%
0-1%
Decline
Euromonitor International
PASSPORT 8
1. US
301
1. China
351
2. China
221
2. US
338
3. Japan
82
3. Germany
87
4. Germany
82
4. Japan
84
5. UK
73
5. UK
82
6. Italy
65
6. Russia
68
7. France
55
7. India
63
8. Russia
46
8. Brazil
57
9. Brazil
41
9. France
54
10. Spain
35
10. Italy
51
Euromonitor International
2010
Ranking
2010
US$ billion
2015
Ranking
2015
US$ billion
PASSPORT 9
% y-o-y growth
5
4
3
2
1
0
2009-10
2010-11
World % value growth
Euromonitor International
2011-12
2012-13
2013-14
PASSPORT 10
INTRODUCTION
GLOBAL MARKET SPOTLIGHT
REGIONAL AND COUNTRY MIX
CATEGORY HIGHLIGHTS
FUTURE OUTLOOK
12
600
10
500
400
300
200
% y-o-y growth
Apparel and Footwear Value Sales 2014 and Growth 2013-2014 by Region
100
0
0
Asia Pacific
Western Europe
North America
Latin America
2014
Euromonitor International
Eastern Europe
2014 % growth
Australasia
PASSPORT 12
20
20
15
15
10
10
5
5
0
% y-o-y growth
0
China
India
Indonesia
Hong
Kong,
China
Japan
South
Korea
Philippines Malaysia
Euromonitor International
Thailand
Vietnam
Taiwan
Singapore
PASSPORT 13
16
600
14
500
12
10
400
300
200
100
% y-o-y growth
US$ billion
0
2009
2010
2011
China
Euromonitor International
2012
2013
2014
PASSPORT 14
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
Hong Kong,
China
Japan
Taiwan
30
12
25
10
20
15
10
2
0
0
2009
2010
2011
Value size
Euromonitor International
% y-o-y growth
US$ billion
2012
2013
2014
% y-o-y growth
PASSPORT 15
Euromonitor International
60
15%
40
10%
20
5%
% y-o-y growth
0%
2009
2010
2011
Value size
2012
2013
2014
% y-o-y growth
55
45
2009
2010
2011
2012
2013
2014
US$
PASSPORT 16
US$ million
1,500
Euromonitor International
1,000
500
0
2009
2010
2011
2012
2013
2014
200
400
600
800
Million users
China
US
India
Japan
Brazil
PASSPORT 17
2%
84
0%
83
-2%
82
-4%
81
-6%
80
y-o-y growth
US$ billion
-8%
2009
2010
2011
Value size
Euromonitor International
2012
2013
2014
% y-o-y growth
PASSPORT 18
10
Ukraine
% y-o-y growth
Romania
Russia
6
4
Poland
2
Czech Republic
0
0
10
20
Euromonitor International
30
40
50
Market size 2014 (US$ billion)
60
70
80
PASSPORT 19
2015
Previous
Current
RUB vs US$
45
40
35
30
Q1 2014
Euromonitor International
Q2 2014
Q3 2014
Q4 2014
PASSPORT 20
Euromonitor International
15%
8
7
US$ billion
25%
10%
6
5%
5
0%
4
3
-5%
2
-10%
1
0
-15%
2009 2010 2011 2012 2013 2014
Value size
% y-o-y growth
PASSPORT 21
90
80
70
60
50
40
30
20
10
0
12
10
8
6
4
2
0
-2
-4
-6
-8
Germany
United
Kingdom
France
Italy
Spain
Turkey
Euromonitor International
Netherlands
Sweden
% growth 2013
Austria
Norway
Portugal Denmark
% growth
US$ billion
Greece
% growth 2014
PASSPORT 22
Euromonitor International
5
% y-o-y growth
-1
2009-10
2010-11
Volume
2011-12
2012-13
2013-14
Value
PASSPORT 23
US$ million
2,000
1,500
1,000
500
0
H&M
Zara
2009
Euromonitor International
Uniqlo
2014
PASSPORT 24
12
10
8
6
4
2
0
2010-11
Volume
2012-13
2013-14
Value
70
50
60
50
40
40
30
30
20
20
10
10
0
Brazil
Mexico
Euromonitor International
2011-12
Argentina
Venezuela
Colombia
Chile
2009-10
Latin America was home to the worlds two fastestgrowing apparel and footwear markets in 2014 Venezuela and Argentina. The extent of value growth
has been exaggerated by excessive inflationary
pressures, indeed Venezuela saw negative volume
growth over the review period. A lack of foreign
currency and import difficulties in Venezuela have
distorted supply and unit prices causing them to rise
sharply.
Brazil meanwhile, the largest apparel and footwear
market in Latin America, is enduring its own struggles
too, as growth plummeted to below 3% in 2014 and
stagnant growth is expected over the forecast period.
Although recent years have seen a string of
international brands entering the market - Topshop,
Gap and Forever 21 to name a few - the operating
environment remains highly challenging with little
prospects for more dynamic growth until Brazil
reduces the costs of doing business and improves
infrastructure.
In the short term, the outlook for 2015 remains bleak
as upcoming tax increases and interest rate hikes will
weigh further on already weak consumer confidence
resulting in negative growth in constant terms.
PASSPORT 25
Country
Store
numbers
10
0.5%
1.2%
Colombia
11
1.4%
Brazil
39
0.6%
Mexico
59
1.6%
Venezuela
10
2.2%
Argentina
Chile
Euromonitor International
PASSPORT 26
25
20
% y-o-y growth
15
10
5
0
2009-10
Euromonitor International
2011-12
2012-13
2013-14
Sportswear
2010-11
15
1
10
% y-o-y growth
5
0
0
Nike Inc
Value sales 2014
adidas Group
% y-o-y growth 2014
PASSPORT 27
Euromonitor International
16
10
14
12
10
6
4
-2
% y-o-y growth
-4
United
Arab
Emirates
Saudi
Arabia
South
Africa
Israel
Egypt
Morocco
PASSPORT 28
15
10
% market share 2014
5
0
Edcon
Holdings Ltd
Mr Price
Group Ltd
Euromonitor International
Pepkor
Truworths
Woolworths adidas Group
Holdings Ltd Group Pty Ltd Holdings Ltd
(South Africa)
Foschini
Group Ltd,
The
Nike Inc
Jordan
Footwear
PASSPORT 29
800
2%
700
1%
0%
18
-1%
17
-2%
2009
2010
2011
2012
2013
2014
000 trips
19
900
Y-o-y growth
US$ billion
20
600
500
400
300
200
100
Euromonitor International
0
2009
2010
2011
2012
2013
2014
Number of trips
PASSPORT 30
INTRODUCTION
GLOBAL MARKET SPOTLIGHT
REGIONAL AND COUNTRY MIX
CATEGORY HIGHLIGHTS
FUTURE OUTLOOK
CATEGORY HIGHLIGHTS
Euromonitor International
600
500
400
300
200
% y-o-y growth
100
0
3
Womenswear
Market size 2014
Menswear
% y-o-y growth 2014
PASSPORT 32
CATEGORY HIGHLIGHTS
250
200
US$
150
100
50
0
World
US
Men's suits
Western Europe
Women's suits
6
4
2
0
2009-10
2010-11
Menswear
2011-12
2012-13
2013-14
Designer menswear
PASSPORT 33
CATEGORY HIGHLIGHTS
8%
US$ billion
6%
200
150
4%
100
2%
50
0
% y-o-y growth
250
0%
2009
2010
Sportswear value size
Euromonitor International
2011
2012
2013
2014
PASSPORT 34
CATEGORY HIGHLIGHTS
120
8%
7%
100
6%
80
US$ billion
5%
4%
60
3%
40
Y-o-y growth
2%
1%
20
0%
0
-1%
2009
2010
2011
2012
2013
2014
PASSPORT 35
CATEGORY HIGHLIGHTS
Euromonitor International
7%
160
6%
140
5%
120
100
3%
80
2%
60
Y-o-y growth
4%
US$ billion
Despite the fact that the population of children aged 0-14 years
contracted in 2014 in a number of key markets, including China
and Brazil, the childrenswear category has performed strongly
and on a global level outperformed the overall apparel and
footwear growth.
In fact, in absolute terms, China was the second strongest
growing childrenswear market in the world in 2014, after India
(where the demographics are much more favourable). Brazil also
ranked in the top five growth markets in 2014, in absolute terms.
Western Europe proved to be the weakest performer in terms of
childrenswear growth, negatively affected not only by declining
birth rates but also by a permanent shift in post-recession
shopping patterns. Parents are now exerting higher levels of
thriftiness and frugality, and more often opt for second-hand,
rental and exchanged childrenswear given that such items
become quickly redundant as children continually grow in size.
That said, overall, the category is gradually evolving from a
comfort dressing approach to a more fashion forward
proposition, driven by major fashion brands focusing on
expanding their offer in the childrenswear category as well as the
impact of celebrity babies, social media and childrenswearfocused fashion blogs. The arrival of the second Royal Baby in
the UK in May 2015 is also expected to provide a boost to
growth.
1%
40
0%
20
0
-1%
2009 2010 2011 2012 2013 2014
Childrenswear value size
Childrenswear % y-o-y growth
Apparel and footwear % y-o-y growth
PASSPORT 36
INTRODUCTION
GLOBAL MARKET SPOTLIGHT
REGIONAL AND COUNTRY MIX
CATEGORY HIGHLIGHTS
FUTURE OUTLOOK
FUTURE OUTLOOK
Volume sales are however dominated by Asia Pacific with the region generating 80% of future volume
growth.
500
400
300
200
100
0
2014
Asia Pacific
2014
2019
North America
Euromonitor International
90
80
70
60
50
40
30
20
10
0
Western Europe
Rest of World
Asia Pacific
North America
2019
Western Europe
Rest of World
PASSPORT 38
FUTURE OUTLOOK
Euromonitor International
7.0
6.0
5.0
4
4.0
3
3.0
2
2.0
1
% CAGR 2014-2019
1.0
0.0
United Saudi
Arab
Arabia
Emirates
Egypt
PASSPORT 39
FUTURE OUTLOOK
% CAGR 2014-2019
United Arab Emirates
Romania
India
Saudi Arabia
China
Mexico
Hungary
PASSPORT 40
FUTURE OUTLOOK
Euromonitor International
30
14
25
12
20
10
15
10
% growth 2014-2019
4
5
2
0
Asia
North Western Latin Middle Eastern AustraPacific America Europe America East Europe lasia
and
Africa
Absolute value growth (US$ billion) 2014/2019
% growth 2014-19
PASSPORT 41
DEFINITIONS
Definitions
Apparel and Footwear: This is the aggregation of womenswear, menswear, childrenswear, apparel
accessories, hosiery and footwear. This dataset covers retail sales of apparel and footwear through both
store-based retailers and non-store retailers. Excludes black market sales (ie untaxed, generated within
informal retailing) and duty-free sales (travel retail). Items must be new when sold to the consumer; secondhand/used items are excluded. Antique and/or vintage apparel and footwear is also excluded.
Womenswear and Menswear: This is the aggregation of womens/mens outerwear and women's/men's
underwear, nightwear and swimwear. Womens/mens outerwear is defined as women's/mens apparel for
outdoor/out-of-the-house wear. Includes shorts and trousers, jeans, dresses, skirts, jackets and coats,
jumpers, suits, shirts and tops. Knitwear products are included.
Childrenswear: This is the aggregation of baby and toddler wear, girls apparel and boys apparel. Covers
articles of apparel for children aged 0-14 years. Includes all types of garments: bodysuits, dresses, skirts,
jackets and coats, jumpers, leggings, shirts and blouses, shorts and trousers, jeans, skirts, suits, tops,
underwear, nightwear and swimwear. Nappies (diapers) - be they disposable or cloth - are excluded.
Footwear: This is the aggregation of childrens footwear, mens footwear and womens footwear. Includes
all mens, womens and childrens outdoor and indoor shoes made of materials such as leather, fabric or
plastic.
Euromonitor International
PASSPORT 42
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PASSPORT 44