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MARKET SUMMARY

1.1 Presentation

The NAF/APE code for the target market is 1419Z: "Manufacture of other clothing and accessories". Code 14.19.22. includes swimwear, other sports fabric and accessories, and code 14.19.12 includes knitwear. Thus there are two categories: a broader category which covers the swimwear market and another one which characterizes the swimsuit market. The study will include both the swimwear market as well as the swimsuit market when sufficient data is available.

The swimwear market can be considered a sub-segment of the wider market for apparel and can be divided into two main categories:

- “Technical” swimwear used by swimmers or sportsmen;

- “Leisure” swimwear

The latest trends in the French market are anti-UV swimwear, quick-drying swimwear and stretch swimwear.

 

 

1.2 A constantly growing global market

In ****, the global swimwear market was estimated at US$**.** billion. It can be seen that analysts anticipate a strong future market growth (***) since the forecasts show that it would reach a value of US$**.** billion in ****, representing an increase of **.**% over the period ****-****.
World market for swimwear in value, ****-****, ...

1.3 A very high margin for progress

In France, in ****, the swimsuit market represents ***,* million euros in revenue and shows an increase of *,* % compared to ****. **.* million pieces have been sold, with a *,**% increase compared to last year.
If we take the category of swimwear which is wider than that of swimsuit, Euromonitor evaluates it at ***.* million euros in ...

DEMAND ANALYSIS

2.1 Strong French female preferences

We also learn that in ****-****, women's swimwear represented **% of the total value of the world market for swimwear. Nevertheless, this market is in difficulty; according to Kantar Worldpanel, it is down by *.*% in volume, unlike the male market:
Breakdown by gender of the swimwear market (***)

Men: **.*%, Women: **.*%
Source: ****
Regarding fashion, one-piece ...

2.2 Tourism as a growth factor for the global market

Number of French women wearing a bathing suit in ****, by expenditure (***)

By order: < **€, **€-**€, **-**€, **-**€, more than ***€.
Source: ****
We can see in the chart above that more than *.* million French women spend on average between €** and €** on their swimsuits each year. This budget is explained by the fact that fashions ...

2.3 Tourism as a growth factor for the global market

One of the arguments put forward to explain the constant growth of the swimwear market in France is the good performance of world tourism.
International tourism, number of arrivals (***)

Source: ****
According to the World Bank, it can be seen that tourist mobility was growing almost continuously over the period ****-**** and ...

MARKET STRUCTURE

3.1 A global production

Depending on the range, the materials and the ecological impact that the brand wants to give to its products, production sites and time can vary.
In Europe, production is concentrated in Spain and in Portugal where there are major swimwear manufacturing plants. However, on a global scale, China remains the largest ...

3.3 The various distribution channels

There are several distribution channels:
Sporting goods brands: Decathlon, Go sport or Intersport which distribute swimwear brands but also their own products and brands. Ready-to-wear brands that offer a bath line: they specialise in medium- to high-end ready-to-wear but are diversifying and offer a bath line at variable prices. Specialized bath ...

3.4 A multitude of brands and four leaders

Market share of French companies in the production of bath products - ****

Source: ****
Here we have the market shares in market value of the swimwear which, therefore, includes all bath products in France in ****. Decathlon SA stands out as a leader with a **% market share, followed by Etam which holds *.*%, and ...

3.5 An increase in online sales that is in line with the market

Sales channels of the swimwear market in France

Online sales: **%/in-store sales: **%
Source: ****
According to Fashion Work magazine, online sales represented **.*% of the global swimwear market in **** i.e an increase of *.*% in value between **** and ****.
Change in the share of online spending on fashion items for French women over ** years ...

ANALYSIS OF THE OFFER

4.1 A reduced budget, especially for men

According to a study conducted by Kantar, the average price of a bathing suit is established in France, by ****:
**,**€ for men (***); **,**€ for women (***).
In addition, the same study indicates that total quantities purchased by men in **** remained stable compared to **** (***). In addition, the total number of buyers increased by *.*% and the ...

4.3 The different products offered

Materials, cuts, colours, fabrics and trends are the different parameters and essential criteria for the manufacture of a swimsuit, which will constitute the offer's width and depth in this sector.
Evolving over time, the swimsuit has undergone many changes according to fashions, the evolution of our societies and sporting performance.
The ...

RULES AND REGULATIONS

5.1 A strict regulatory framework governing remuneration, recycling and openness

Remuneration regulated by collective agreement
Swimsuits are part of the collective agreement "manufacture of other clothing and accessories" NAF Code/APE ****** and ******.
Integration of textile regulations
The labelling of clothing is covered by European Regulation ****/****, which lays down the conditions and rules for the labelling and marking of textile products. Since ...

POSITIONING OF THE ACTORS

6.1 Segmentation

Top-of-the-range/specialized companies (***):
Eres Vilebrequin Le slip Français Princesse Tam Tam
Companies in the entry-to-medium range sector:
Mon petit bikini Etam
Sport:
Arena Decathlon Go Sport Intersport Nike
Brands without physical stores:
Sarenza Zalendo

  • Eres
  • Vilebrequin
  • Princess Tam Tam
  • Le slip Français
  • Mon petit bikini
  • Etam
  • Arena
  • Nike Run Club
  • Go Sport
  • Intersport
  • Décathlon
  • sarenza
  • Zalando France

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Method

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in 40 pages
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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Market Research Analyst @Businesscoot

Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

Anna Oeser

Gabriel Salvitti

Gabriel Salvitti