Global market review of swimwear and beachwear forecasts
At first sight, swimwear would appear to be an easy clothing category to define. It is what we wear to swim in. But it is also what people wear to be seen by the beach, the pool or even in the recreation areas of hotels, spas, health clubs and gyms. However, it is difficult for current sources of data to correlate with each other. There is currently little ‘joined-up’ analysis of the swimwear and beachwear market.
just-style believes that it is invalid to segment the market rigorously into swimwear and beachwear worn for leisure, and swimwear worn for serious sport. One person’s performance is another’s fashion statement. Consequently, swimwear and beachwear are analysed in this report holistically by product and by geographic market.
This report addresses this information gap, by using data from a variety of sources. just-style believes that this report provides the most-up-to-date and rounded information available on the swimwear and beachwear markets worldwide.
This latest edition fully quantifies the global market, providing volume and value data for swimwear by demographic and by region across all major markets.
This report is published at a time of extremely volatile changes in financial markets and their effect on the apparel industry. We have taken this effect into account when preparing our analysis and data.
In this latest edition, a number of themes are explored. They include:
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ageing demographics in the developed world;
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affluence in parts of the world and poverty in others;
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cultural, social and religious barriers to the acceptance of swimwear;
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polarisation of swimwear between being serious about sport, or serious about fashion; and
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consumer attitudinal factors. Is your swimwear a glamorous fashion statement, a practical and comfortable mode of dress, serious performance sportswear or a ‘surf’ attitude?
The report begins with an executive summary and an introductory chapter.
Chapter 3 commences with definitions of both product and market. The data approach and what is included and excluded from swimwear and beachwear is then explained in more detail.
Chapters 4 through to 7 look at the swimwear and beachwear market at different reference years, concentrating on a number of pivotal years based on previous editions and the considerable influence of the Olympic games on the industry. The key pivot in this edition's analysis is 2008 and the Beijing Olympics. In 2008, the swimwear industry is valued at retail consumer prices at US$13.15bn. The fundamental marketing issue in swimwear is the dramatic split between the developed and the developing world.
Forecasts are made in Chapters 6 and 7 for swimwear and beachwear consumption for the landmark event for swimming of the London Olympics of 2012, and further forward to 2014, thus deriving a past and future span of twelve years.
These chapters provide data covering consumption per person, market volume and value and population growth statistics. Full data tables are provided for 2003, 2006, 2008 and 2012. In addition, this data is also condensed into one table trending for each year from 2004 to 2014. These chapters build a picture of where the likely volume growth will come from in the market over the forecast period.
Chapter 8 provides 2003-2014 market value and volume data by major world regions. Given the current downturn, it also provides alternative scenario forecasts that factor in a worst-case scenario to 2014. Full commentary and analysis of the data is also provided.
Chapter 9 addresses the market structure of the industry now and in the future and reviews the market by brands, retailer own-label and anonymous merchandise. It also reviews the supply chain, producer to consumer and prices, costs and garment added value. A detailed price-fashion matrix is also provided, showing the market landscape by each major brand.
Chapter 10 provides a review of the importance of brands in the swimwear product group, including interviews with Mike Hammersley, chief executive, Zoggs, Pamela Scott, editor, Underlines Magazine and Andrea Daems, PR representative of the German swimwear brand, Maryan Mehlhorn, part of the Maryan Group.
Finally in Chapter 11, future market and product trends are considered, providing an insight into where just-style believes the best growth prospects in the world lie over the coming years.
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