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  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 27/03/2023
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Summary and extracts

1 Synthèse du marché

1.1 Définition et périmètre d'étude

Le marché des sous-vêtements est un sous-segment du marché plus large de l'habillement, et se distingue en sous-vêtements pour hommes et pour femmes. Les sous-vêtements pour hommes couvrent plusieurs catégories de produits, dont :

  • Les sous vêtement ;
  • Les boxers ;
  • Les slips et les shorts.

La lingerie masculine est principalement distribuée dans les grandes et moyennes surfaces, sous forme de lots, bien que les ventes en ligne soit également pertinente. Outre le marché mondial de la lingerie, le segment de la lingerie masculine est en pleine croissance. L'offre de sous-vêtements masculins est en expansion et les hommes dépensent de plus en plus d'argent pour les sous-vêtements.

Les habitudes de consommation diffèrent également beaucoup selon l'âge, par exemple les consommateurs plus âgés sont plus susceptibles de préférer les slips aux boxers. De même, il est intéressant de noter que les jeunes générations sont plus susceptibles de soigner leur apparence et disposent de budgets moyens plus proches de ceux des femmes. Bien que les principaux facteurs d'achat soient le confort et le côté pratique, l'aspect "séduction" devient de plus en plus important pour motiver l'achat de lingerie masculine.

Le segment est dynamique, preuve que les principales marques de lingerie féminine élargissent également leur offre aux hommes et que de nouvelles marques se lancent sur le segment de la lingerie masculine, souvent avec un positionnement de niche.

Traditionnellement, les hommes Portugais étaient moins intéressés par la mode et le shopping que les femmes. Avant, ils n'achetaient que le minimum de vêtements nécessaires. Aujourd'hui, les mentalités changent et les hommes sont de plus en plus attentifs à leur apparence et au choix de leurs vêtements (y compris les sous-vêtements). De nombreux Portugais achètent encore des articles dans les supermarchés et les hypermarchés. Cependant, avec un nombre croissant d'hommes attentifs à leur apparence personnelle, les supermarchés et les hypermarchés perdent du terrain en tant que canal de distribution, au profit des détaillants spécialisés dans l'habillement et du commerce de détail sur Internet.

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Latest news

Oniverse (formerly Calzedonia), revenues at 3.1 billion, strong push on foreign retail - 29/02/2024
  • Total revenues: 3.1 billion euros.
  • Revenue increase from 2022: +2% at current exchange rates.
  • Share of foreign sales: 62% of total.
  • Number of stores at year-end: 5,644.
    • New openings during the year: 314 stores (+6%).
    • Number of stores in Italy: 1,912.
    • Number of stores abroad: 3,732.
  • Countries with most new openings: the United States, France, Spain and Brazil.
  • Total investment: 563 million euros (openings, technology, logistics, ESG).
  • Future initiatives for 2024: development of Intimissimi Uomo and redevelopment of existing Calzedonia, Intimissimi and Tezenis stores.
Oniverse (formerly Calzedonia) invests in omnichannelity: Digital Hub It kicks off in Naples - 31/01/2024
  • **Oniverse Goal**: Respond faster to the needs of dynamic and ever-changing markets by ensuring scalability and reliability of omnichannel platforms.
  • **Launch Digital Hub IT**: Starting in March this year, dedicated to the development and management of technologies related to the Salesforce world and beyond, located in the Maritime Station in Naples.
  • **Induction program for new resources**: Training path supported by experts from the Federico II University of Naples and K2 Partnering Solutions to deepen knowledge about Salesforce in the first three months.
  • **Contribution of new resources**: Upon completion of the training, they will contribute to the development of Oniverse's omnichannel roadmap.
  • **Organized visits**: At headquarters in Verona and other national and international specialization hubs.
  • **Oniverse brands**: Calzedonia, Intimissimi, Intimissimi Uomo, Tezenis, Falconeri, Signorvino, Atelier Emé, Antonio Marras, Cantiere del Pardo, Grand Soleil Yachts, Pardo Yachts, and Van Dutch Yachts.
Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023
  • H&M posted annual sales up 6% to 21 billion euros
  • Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
  • British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
  • Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
  • H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.
Ralph Lauren and luxury. - 05/05/2023
  • The Ralph Lauren Group is targeting sales of $8 billion in 2023, $2 billion more than the previous year.
  • Prices for Ralph Lauren products have risen by an average of 64% since 2017.
  • Online sales now account for a quarter of the brand's sales.
  • Ralph Lauren has 504 stores, including 289 in North America.
  • Direct sales account for 63% of Ralph Lauren's sales.
  • Ralph Lauren plans to open 250 stores by 2025, mainly in Europe and China.
  • Ambition is to be the world's leading luxury lifestyle company
Textiles: H&M emerges weakened from a nightmare year - 29/01/2023
  • 4.400 points of sale by 2022
  • Net income down 68% by 2022
  • H&M faces competition from China's Shein
  • The chain had to close 185 stores in Russia
H&M: better than expected results in Q2 - 29/06/2022

Second-quarter net income up 33% to SEK 3.7 billion (approx. 345 million euros)

Second-quarter sales: up 17%, 54.5 billion kronor (7.3 billion euros)

Analyst forecasts (according to Factset): sales of approx. 52 billion kronor, profit of 3.0 billion

Group share price on June 29: up approx. 3.7% to 126.34 crowns

Total number of stores at end May: 4,702, down 272 year-on-year

Net store closures planned for 2022: 178 (previously 140)

Expansion planned in South America with two online stores in Colombia and Peru

Suspension of sales in Ukraine, Belarus and Russia: 181 stores affected

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

H&M Groupe
Hollister
Ralph Lauren
Impetus
Calzedonia Oniverse

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