Dear readers,
I am Charlotte, the little dress you bought 3 months ago in your
favorite shop on the Rivoli street in Paris. With the winter coming, I feel
that time will go slowly, so let me tell you my story.
I was born in a huge universe where I have a lot of
relatives (jeans, skirts, sweat shirts,…) which name is The Ready-to-Wear Market. This latter, represented in 2013 in
France a value of € 10,9 billion, so with a little decline of 0.7%
compared to 2012.
Knowing that the average
women budget of shopping is € 397,
imagine the opportunity that I have had to be choosen.
All the more, this budget is decreasing because of several
factors. Indeed the shrinking households
purchasing power in France due to the economic crisis facing the rise of
the prices (of 3.1% in 2013 compared to 2012) and also the weather conditions.
After our creation, my relatives and I, have 9 different ways to grow up : in
retailers, in multi-brand stores, in large specialized supermarkets, in food
chains, in big stores, in variety stores, in markets and fairs, by distance
selling and in other distribution channels.
How do we choose ?
It depends on the tendencies of my universe. Recently, I
have watch the news and here is what I have understood :
http://www.pretaporter.com/files/documents/BILAN%20ECONOMIQUE%202012.pdf
- The 3 leader channels are decreasing
- Big stores, sports stores, the other
distribution channels are rising
- High increase of distance selling also due to
the use of Internet
Regarding our future owners who represent the consumers of
the markets, they spend less money but in a better way and in 2012, French
woman over 13 years old dedicated € 4,9
billion to their ready-to-wear purchases.
As said earlier, the average women budget of shopping is € 397. This amount depends on
the age of the consumer. For example, the women
aged 13 to 24 years, which stand for 22.9% of the ready-to-wear purchases in
France although they represent 16.3% of the french population, have an average
budget of € 550.
You will see below, the average budget depending on the age
of the consumers:
http://www.pretaporter.com/files/documents/BILAN%20ECONOMIQUE%202012.pdf
With
an average budget decreasing, a women in
three is looking for promotions to buy herself clothes against 27% in 2012.
You
would like to know which channels I chose to grow up ?
I
have choosen the retailers one and particularly the Fast-Fashion one.
Let’s
meet at the next article to know what does that mean!!!!
Sources:
Sources:
http://obsession.nouvelobs.com/mode/20130109.OBS4907/zara-h-m-uniqlo-la-guerre-des-trois-aura-t-elle-lieu.html
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