Name: the swimwear market
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1.1 Presentation of the swimwear market

The swimwear market in France refers to the economic activity related to the production and sale of swimwear, with a focus on women's and men's swimwear. It is a garment intended to be worn in the water, particularly for swimming or recreational bathing. The swimwear market includes different products for men and women, in particular briefs and shorts, as well as one-piece swimsuits, bikinis and trikinis.The swimwear market can thus be divided into two main categories

"technical" swimwear used by swimmers in the pool or by athletes
"leisure" swimwear used for swimming in the sea and on the beach

The market can also be segmented by:

Type of swimwear: women's swimwear, men's swimwear, goggles, swim caps
Sales distribution channel (online and physical stores)

In 2020, the global swimwear market accounted for USD 19.5 billion despite huge losses due to the Covid-19 health crisis in the same year, and is expected to reach USD 27.6 billion by 2027. The European market, on the other hand, will invoice almost 5 billion euros in 2022. The global dynamic is driven by population growth, the development of seaside and poolside activities, particularly in developing countries, as well as the move upmarket to meet the growing demand for increasingly sophisticated products.

The French swimwear market grew by 1.3% in 2017 but is part of an overall apparel market characterized by a structural decline in consumption. The swimwear segment is less affected than the rest of apparel but its growth remains particularly fragile in the domestic market. However, swimwear market players can count on dynamic exports and several important growth drivers, in particular the digitalization of the sector and the development of eco-responsible and ethical products, for which demand continues to grow.

1.2 A constantly growing global market

In ****, the global swimwear market was valued at $**.* billion. It is expected to reach $**.** billion by **** growing at a CAGR of *.**%,

Swimwear Market Size Evolution World, ****-****, US$ billion CAGR: +*.* Source: ****

The growth of the global market is mainly driven by the increase in population, the rise in water activities and ...

1.3 A fragile market

The swimwear market in France, does not experience the same changes in volume or value.

According to Kantar, in **** **.* million pieces were sold over the past year, an increase of *.*%. But the sector's turnover, for its part, fell by *.*%, to *** million euros.

This decrease in prices is driven by an ever-increasing ...

1.4 International Trade

The data provided by Customs was obtained from the following codes:

French trade balance in swimwear France, ****-****, in millions of euros and in % Source: ****

France is a net importer of swimwear, but its coverage rate has greatly improved between **** and ****, gaining **.* percentage points.

2.1 Consumer profile

A majority of women

The women's segment is dominant and accounted for **.**% of swimwear sales in France in **** (***).[***]

In ****, **.* million pieces for women were sold nationwide for a total of *** million euros, an annual decline of *.**%.[***]

Women's swimwear market size France, ****-****, in millions of euros and items Source: ****

However, the ...

2.2 Determinants of demand

Seasonality of sales

The results shown in the graph below reflect the proportion of searches for a given keyword in a specific region and time period, relative to the region with the highest usage of that keyword (***). Thus, a value of ** means that the keyword was used half as often in ...

2.3 Demand trends

In the short term: The models in vogue

Regarding the models in vogue in recent years, several types of items stand out:

The one-piece swimsuit The high-waisted bikini The printed swimsuit The minimal bikini The underwire bikini [***]

In the long term: Eco-responsible, ethical fashion for everyone

In the longer term, a ...

2.4 The budget allocated to swimwear

Number of people buying swimwear by expenditure France, ****, in thousands of people eur Source: ****

In ****, approximately *.* million people spent between ** and ** euros on women's swimwear.

Number of people buying men's swimwear by expenditure France, ****, in thousands Source: Kantar Media TGI In ****, an estimated *.* million people will have spent between * and ** euros ...

3.1 Globalized production

The diagram below describes the different stages of the ready-to-wear value chain as it applies to the swimwear market. Using raw materials, textile producers manufacture and supply these textiles to swimwear producers. These producers make collections of products that are then distributed through various channels to the end users, namely French ...

3.2 Swimsuit distribution

There are several distribution channels:

Sports brands: Decathlon, Intersport, Go sport... Ready-to-wear brands that offer a swim line: Specialized swimwear and lingerie brands: Etam, Triumph International, Le Slip Français, Princesse TamTam, Undiz... Generalist ready-to-wear brands: H&M, C&A, Zara, Kiabi, Célio... Specialist swimwear brands: Eres, Pain de Sucre, ...

3.3 Increasingly digital newcomers

Like the overall apparel market, online shopping as well as the influence of the Internet on these purchases is growing rapidly. Online purchases of swimwear thus recorded a *.*% increase in value between **** and ****, now representing **.*% of overall swimwear sales. Sales channels of the swimwear market in France Source: Fashion Network The ...

3.4 Interview with Constance d'Amécourt, founder of Happy Duck

Marie: Welcome to the Niche, the podcast that analyzes the niche market with the entrepreneurs who are shaking things up. I'm Marine and I work at Businesscoot, the startup that dusts off market research before you start. Subscribe to our podcast on Spotify and Apple Podcast. And now, let's get to ...

4.1 Types of products

Materials, cuts, colors, fabrics and trends are the different parameters and criteria essential to the manufacture of a swimsuit, which will constitute the width and depth of the offer of this sector.

Evolving over time, the swimsuit has undergone many changes according to fashion, the evolution of our societies and sports ...

4.2 Swimsuit prices

Two effects are cataclysmic to the swimwear market in France:

On the one hand, the growing weight of generalist ready-to-wear chains in swimwear sales (***) have put downward pressure on prices in recent years.[***] On the other hand, the growing demand for increasingly sophisticated products and the development of the eco-responsible and ...

5.1 A strict regulatory framework for remuneration, recycling and openness

Remuneration governed by collective agreement

Swimwear is part of the collective agreement "manufacture of other clothing and accessories" NAF / APE code ****** and ******.

Integration of textile regulations

The labeling of clothing is covered by the European regulation ****/**** which sets the conditions and rules for the labeling and marking of textile products. Since ...