下面为大家整理一篇优秀的essay代写范文 -- European underwear brand and market analysis,文章讲述21世纪的内衣概念与上世纪有了很大的不同,从服装的基本作用到今天的地位,从最新的流行时尚到使公众个性化,内衣都体现了文化,改变了内衣的作用本质。欧洲作为内衣时尚和潮流的领导者,有必要进一步了解其状况,环境和品牌。中国是生产和消费大国,与欧洲内衣市场息息相关。该报告首先简要介绍了欧洲和中国的内衣市场,例如品牌,行业环境等,然后分析了价格和品牌对内衣公司的重要性。接下来就是要了解价格和品牌之间的关系以及对销售和进出口的影响。
European underwear brand and market analysis
Abstract
The underwear of the 21st century concept has been greatly different from the last century, from the basic role of clothing to today's status, from the latest fashion to make public individual character, underwear reflects culture, changed the nature of the action of underwear. Europe as the leader of underwear fashion and trend, it is necessary to know more about its situation, environment and brands. China as a big manufactures and consumption country, it is deep linked with European underwear markets. This report starts from brief introduction of European and Chinese underwear markets, such as brands, industry environment etc., then to analyze how important of price and brand to a underwear company. Following it is to know something about relation between price and brand and how impact on sales and import and export.
1.Underwear brands situation in China and Europe
Internationally, underwear is including cotton sweater, t-shirts, bras, briefs pajamas, leisurewear, swim suit, it is also including socks these kinds of close-fitting wearing clothes. But in China, the underwear often refers to the Lingerie, ladies bra, jacket, tights, underwear, tight pants, which is in a narrow definition.
With the development of economy and higher economic level, awareness of underwear is gradually built up. People have pay more and more attention to underwear in order to pursuit the inside beauty. Underwear become more and more popular and now is in a very good market all over the world. There are many underwear brands in monopoly counter, special stores, which attracts so much attention, including women’s and men’s. Different kinds of underwear appear everywhere, they show raging business opportunities. The market is growing; every brand tries to win the market.
The west as the leader of fashion, it leads the trends of underwear markets, plays a very important role in the underwear market. China as the most populous country, with the rapid development of economy, the underwear market is also gradually improving. With improving of consumption and change of consumer attitudes, high-end underwear also shows a strong market and start to compete with the western countries. Many Europe's high-end underwear brands come into China, and China as a manufacturing country also has a lot of underwear export to Europe, they are forming a staggered market model.
1.1 Underwear brands situation in Europe
The real development of modern underwear industry began from the invention of the American female bra in 1913, and European underwear evolved into last clothing fashion because of deep cultural inside information and leading fashion. There is no denying that the most developed underwear market of world underwear is in France and Italy. This is not only reflected in the exquisite workmanship, also not reflected in the latest fabrics election, but more importantly is the design of underwear conforms the scene of cultural connotation and the characteristics of consumers.
In France and Italy, brands and styles of underwear just like the hearts of women’ inner world, fine, rich, glamour infinite. According to the brand positioning and style, the European high-grade underwear brand can be roughly divided into the following five categories:
A)Luxurious and elegant type
Lise Charmel is the most outstanding of these brands. For these brands, most lingerie is one of the most luxurious and elegant accessories to reflect the charm of women, but also one of the best pleasure necessities of life. These kinds of brands show personality of women are: aloof, cool, strong control forces.
B) Temptation type
Among the temptation type, Aubade becomes the best brand with its exclusive ways of temptation. Some products of La Perla and Simone Perele also have such features. In such brands, underwear is the feminine soul of women, reflecting the temptation of underwear! Consumers hope to wear this underwear to make them more and more sexy and assertive. All keywords in this brand is female and temptation.
C).Intimacy type
Barbara PLAYTEX is unique example of this type of brand. This kind of brand image is mainly engaged in women' psychological level. Underwear is concentrated feelings of consumers’ personality and temperament, mindset and lifestyle. This type of brand marketing is constantly telling consumers (like Barbara) that their underwear is woman's closest friend, they through underwear to understand consumers’ feelings and wishes very clearly, giving a very strong affinity characteristic.
D) Delicacy type
Simone Perele Lilly, Rosy, Chantelle and PASSIONNATE are class leaders. Underwear is a indispensable accessory of woman, like jewelry , perfume, cosmetics, to constitute the whole of her own. This kind of brand strongly reflects underwear is an important part to female consumers to increase their delicate degree .
E) Fashion type
High-grade fashion underwear brands in typically are Calvin Klein, Emporio Armani Underwear. A characteristic of this type mainly reflects in underwear just a fashion element, and the epidemic is changing rapidly. This kind of brand image agents are generally choose more famous fashion model to describe their products before a fashion.
1.2 Underwear brands situation in China
At present, China's underwear industry is in a rapid development stage. Due to the huge domestic market demand and profit return of the underwear industry, it attracts a large number of investment partners to join the underwear industry, accompanied by the hot joining of various brands of underwear.
In terms of underwear industry development, Chinese underwear industry started relatively late to European and American countries, probably started in the 1980 s, but until this century, Chinese underwear industry are truly into its gold stage of development. Since entering the 21st century, the further development of Chinese economy and change of people’s consumption idea, prompt the Chinese underwear consumption level is unceasing enhancement, and this is a major reason for China's underwear industry has entered a golden period of development. In the past ten years, China has formed a mature underwear industry and market system.
Recently, Chinese underwear market forms a state of foreign high-end brand market, joint venture products in high-grade market and domestic low-grade underwear market. High-end market development becomes gradually mature, high-grade bra products are into China market earlier, the main customer group is higher income women in some cities, till the mid 90s, the main brands have completed the basic market layout. These brands include "the world's largest underwear company" Triumph in Germany, the first underwear brand in southeast Asia Wacoal, Embry from Hong Kong , rapidly grow up well-known domestic brands Aimer, Maniform, etc.
High grade underwear is usually pay attention to color, style, quality and overall image, the characteristic of the product is launched series. In addition, paying attention to service is one of the features of a premium brand; consumers can choose a fitting on the shape and appearance entirely suitable for their own products.
On the other hand, the middle underwear market develops rapidly. These brands have Carrie poetry, Olivia Lennon, MELS, etc. The mid-range products are trusted by middle-class consumers because of their reasonable price and reliable quality. Focusing on brand building is a priority of mid-range products, a good brand image helps to promote their products and win a bigger market space.
Besides, low-end market still has advantages. Most of the low-end products sold in the wholesale market, although there are large gap between this part of the product workmanship and materials and famous brand products, production process is rough, but they follow fashion colors and styles, and price becomes the biggest advantage. Some foreign trade products, with advantages of design, color, sizes, patterns, get the welcome of income is limited and the pursuit of fashionable women.
1.3 Market between Europe and China
According to previous reports, underwear industry in China is at least 300 million of 700 million women have strong consumption. It sold 750 million pieces in 2007, annual sales is nearly 20 billion RMB. In the first half of 2008, China has more than 3.2 sets of female underwear consumption per capita, break through the six sets of all the year round. Meanwhile, China's underwear market capacity and export growth potential is huge, underwear export to more than 200 countries and regions, there are 22 markets in foreign exchange earn more than millions. There are five foreign exchange earning hundreds of millions of dollars markets, which are Japan, the European Union, the United States, Hong Kong, and Romania. July 1, 2007 export has reached 8.3 billion pieces, foreign exchange earning $12.5 billion. They have a close relation between European and Chinese underwear market.
2. Analysis of European underwear industry environment
Industry environment is very important. To know more about the industry environment is good to brands development and sales. Only investigate the market deeply, can companies grasp of consumer demand accurate and timely, can realize the advantages and disadvantages of the enterprise environment, so that they can develop their own brands better.
2.1 Internal environment
A) Competitive advantages of big brands further consolidate.
Because of the advantages on money and power of big brands, through continuous publicity and channels to expand, its competitive edge will be maintained.
B)The fierce competition in the international market
On the international clothing market, developed countries control the high-grade clothing market, with the help of the advantages of technology, capital, brand, sales network. Besides, high technology, high value-added, fashion are also as the means of competition.
C)Professional.
Europe has been a global underwear design center since invented underwear, stable, professional, large design teams and fashion information, make European underwear has the incomparable charm.
2.2 External environment
A) Asia especially Chinese underwear market impact on the European market.
Asian underwear market is playing an important role to European’s. Lower price is good to import and take occupy of large market and then to impact the local market.
B) Political stability.
The European Union has developed to the stage economic union; its integration degree is quite high. The emergence of the European commission has not only promoted the integration across Europe, also reduce the instability of each member; The European Union will now also have their own military and defense. This is good to economy.
C) Residents' consumption level.
In Europe, from the town center city to the monarch, clothing brand stores can be found everywhere. These brand clothing store window show originality design. Display of the clothing changes according to season, and guide the trend of garment consumption. The grade of the clothing gap between different countries in Europe is not big, it shows that the overall level of the European clothing is higher.
D) The impact of the financial crisis.
The global financial crisis cause significant damage to the consumer market of the European and American countries in 2008, many brands management has also been a great influence. For spending cuts, some of the brands close some retail stores at the same time, cutting down larger cost proportion of design research and development department to reduce fixed costs; Purchase more concentrated to ensure supplier quality, make the supply chain more stable. In view of the uncertainty of the global economy, as well as the euro zone debt crisis continue to hit the consumer and business confidence, 2012 global textile and apparel market may be continued weakness.
E). Concept of consumer
Recently, the international research institutions Bjorn Borg in Europe, the United States and China has launched an international survey to know more about the situation of young (18 ~ 30) wearing sexy underwear. According to the survey, from the point of view of men and women wear different sexy underwear is different; the concept of women think romantic underwear is sexy underwear, while men think hot tease is the sexiest underwear.
On average, more than three-quarters of all respondents said wear sexy underwear, Spanish women wear most, accounted for 99%, the proportion of China is much lower, is at 79%. Although it is up to 76% of all respondents said to wear sexy underwear on a date, but not all countries have done so. Dating wear sexy underwear in French is at an astonishing rate 95%, Americans also reached 79%. The Chinese and British people are more conservative; respectively 18% and 39% of people would wear sexy underwear during a dinner date. In this regard, Sweden and the Netherlands scores of medium, an average of 74%. 54% of Italians and 56% of French people wear sexy underwear in order to please their partners, more is 55% of the respondents and 67% of Chinese respondents said wearing sexy underwear is to make them more confident, and feel good about them.
3. Situation of European underwear market
According to the survey recently, customers in European, women aged 15 to 24 years old buy underwear is at the largest proportion, generally, the cost can be according to change of shape to buy lots of cheap underwear. Underwear cost comes in second place is between 45 to 54 women; after long-term play the role of the mother, they began to pursue a more high-end brands. In 2012, women's spending to buy underwear for 270000 Euros, compared with 2007 fell by 3.3%; But, at the same time, women used to buy all kinds of clothes cost is decreased by 11.2%. Seems they tend to delay or give up to buy big-ticket items, such as coat; But they often buy small goods, such as underwear. However, as the recession continued, underwear industry insiders worry about women's shopping behavior also is changing, more and more people will buy only in underwear price cutting period.
Nowadays, 30% of annual sales underwear industry is achieved through the sale and promotion. In 2011, the sale and promotion took the proportion is less than 20%. Online sales of the market share are bigger and bigger, but most of the goods through the network are discounted goods. By "Tupperware parties" sales of bra, underwear and household take are almost in the same situation of online sales.
In addition, through the window of the underwear market can also see a wider range of social trends. Nowadays, thanks to the fewer and fewer people are willing to cook, women even signs of becoming obese. According to the French Paris Severine, head of the underwear show Marchesi, said in less than ten years, the average bra number has nearly jumped to 95C from 90B.Paris underwear exhibition held in January each year, will attract underwear manufacturers and wholesalers from around the world. Have belly in carry buttock effect of "shaping underwear" is very popular. This kind of underwear material cost is higher, so the price of underwear also rose, resulting in sales fell.
Many people said, another big change is that men no longer like the past often buy underwear for girlfriend or wife, but may be a brief exception. Marchesi, says ms today, "women have taken control of your own option." In spite of this, large underwear manufacturers Aubade are still in use own began in the early 1990 s high-profile propaganda: through almost naked women images show people "the art of seduction".
4. Analysis of price competitiveness
Affected by the crisis, the European consumers pay more attention to the price of the products, sales of online retail and discount stores rise rapidly. In Europe, according to a survey of European, women's underwear market value around 15 billion Euros in 2013. Importance of price refers to followings:
A)Price can adjust the action of market demand and induced demand
The discretion of the price often directly affects the product position and image in the market, affects customer's attitude toward the product, also influent the sale of the products. Reasonable price can produce good stimulation to the customer's psychology; the price itself is a kind of promotion factors.
B)The price is the effective measure to participate in market competition
Of all the means of market competition, price competition is one of the most direct and effective means. In the same products, the lower price, the stronger market competitiveness. Thus, price is also very concern of the rivals. When an enterprise makes the price adjustment strategy, similar products from other companies, often change their products price quickly. Price competition also is a kind mean of competition, but is the most dangerous factor, once decision-making errors; it tends to make the enterprise into difficulties. Therefore, the enterprise must use it carefully.
C)Price is the core element of the enterprise profit
In a market economy, enterprises are the market price of the fittest, rather than manipulator. Therefore, in this sense, all marketing efforts must be around to adapt to the market price as the subject. In order to achieve profit objectives, enterprises not only provide consumers with meeting demands of the products, also make the price level which consumers accept.
4.1 Price trends
Age Spending on underwear
15-24 €143.2
25-34 €96.3
35-44 €106
45-54 €123.1
55-64 €109.3
Above 65 €48
Average €99.7
Situation of European female consumption in different age scope, 2011
As it can see from the sheet, the younger people pay more money on underwear because they follow fashion trends and are willing to pursuit the luxurious products.
The European market, British women spend the most on underwear for €103.5 ($134.5) per capita. The money French women spend on underwear every year is €102.30 per capita. German women are spending for € 80.20. British women spending in underwear is a little higher than that of French women, because they buy a lot of pajamas and clothes indoors, while the latter preference for bra and panties. Women's underwear spending in Italy and Spain were € 77.5 and € 71.3 annual spending. While European men in lingerie annual consumption is € 19 per capita. Men's underwear is only on the unit price, far less than in sales between women. Besides, men's underwear use mechanism and women differ in fundamental. Male underwear, basically have no consumption trend, however, women's underwear has obvious consumption trend. As a mature market, the European women's underwear market can provide some experience for the Chinese market.
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