THE BEST OF INTIMA – BIANNUAL – FEBRUARY 2008 - (Page 138)

Market overview The Maple Leaf When it comes to lingerie, Canada appears as a very dynamic country. Canadian brands are impressively present at major American trade shows and Wear?Canada! strongly leads advertising and communication campaigns in their support and to ensure their development in the large but highly segmented American market. But, what happens at home? What does the Canadian domestic market look like? We asked Randy Harris, President of Trendex North America. How big is the market? So close to the US, and yet so familiar to Europe, Canada counts a population of 32,852,849 and with over three-quarters of its population living in urban areas, and almost onethird in large cities of more than a million, it is actually one of the most urbanized countries in the world. The Canadian economy is dominated by the service industry, which employs about three quarters of Canadians. International trade makes up a large part of the Canadian economy and The United States are by far its largest trading partner accounting for about 85% of exports and 59% of imports. Thanks to the high living standards Canada seems to attract the interest of many brands in the intimate apparel industry. Victoria’s Secret indirectly made her step into the market in 2006 with the acquisition of La Senza; Wacoal has been constantly expanding and in 2007 reinforced its operations on the Canadian territory through a partnership with 1 2 Benatex and the French brand Empreinte is entering into a joint venture to serve both the Canadian and American markets. Indeed, European brands feel particularly close to the taste of Canadian consumers, keener on fashion than their neighbors; furthermore, some of the most amazing new lingerie concept stores are opening in the country, as can be seen in The Best of Intima’s Shop Scouting WorldWide section, allowing everyone in the business dream of a new Eldorado for lingerie. Is this true or are we witnessing a mirage? Let’s see what the real potential of this market is in terms of numbers with the President of Trendex, Randy Harris. “The Canadian women’s intimate apparel market has shown outstanding performances with steady growth in value over the last 6 years, reaching up to 1,330 million Canadian dollars in 2006” states Mr Harris who specified that the slight decrease in the number of units is related to the price drop in the panties segment, counting for 49.7% of total lingerie units.

Table of Contents for the Digital Edition of THE BEST OF INTIMA – BIANNUAL – FEBRUARY 2008

Cover
CONTENTS
EDITORIAL
SHOP SCOUTINGWORLDWIDE - Boi’s selection from Asia to Europe
NEWER NOTABLES
- Bravo Boutique (USA)
- Les Garçons (France)
- Marlies Dekkers (France)
- I.D.Sarrieri (Romania)
- Chantelle (France)
- Santo Babado (Brazil)
- Vannina Vesperini (France)
PHOTO SHOOT - Let’s Rock
PORTRAIT - Elle Macpherson
LAUNCHING
- Kineba
- Guia La Bruna, Luminess
- Leesa Lu
TRENDS FW 08/09
- Nostalgic Home
- Breath of Lavender
- Deep Forest
- Sweet Passion
- Urban Spirit
PHOTO SHOOT - Spy Story
DOSSIER - US spa industry in focus
EVENTS
- Neiman Marcus’ 100th Anniversay
- The Hug Award
- Lingerie Française
- The Femmy Awards
- Photo shoot Esmod
INTERVIEW - Cosabella, 25 years of success
BUSINESS NEWS
- Empreinte North America
- Agent Provocateur
- Christies, Wacoal, Bendon
- Radici, Maglificio Ripa
- Hyosung
EXHIBITION UPDATE
- SIL
- CurveNV, CurveNY
- Lingerie Americas
EXCLUSIVE - Intima T-Shirt, 4th Edition
CALENDAR - Major trade fairs around the world
NETWORK EXPRESS - Network Dessous’ ten worldwide magazines
MARKET OVERVIEW - The Maple Leaf, Canada
EVENTS - The Best Shop Awards
EXCLUSIVE - The Stocking Story
VIEW FOR YOU - Kush, Enell, Sprint Aquatics, Soak, the bra(g)
BEST SELLERS - Major brand’s best-selling items for S/S 08
CATWALKS
FABRIC TRENDS S/S 09
- Delicate Innocence
- Air of Refinement
- Ethnic Modernity
- Eco Poetry
- Blooming Cocktail

THE BEST OF INTIMA – BIANNUAL – FEBRUARY 2008