Les cahiers de Intima - Lycra - (Page 6)

LYCRA® fibre 50 years of value and partnership Hosiery A Diverse European Panorama The “Lipstick” Factor In October 2009, during the international reunion LYCRA® fibre Moves, organized by INVISTA in Verona, Contifibre C.E.O and then Centro Servizi Calza President Giovanni Fabiani went over the current state of the hosiery industry. Here is his analysis and forecast. The European hosiery marketplace is a widely diverse one. Whether it is because of varied customer expectations, climatic differences between regions and diverse distribution structures from one country to another and their consequential impact on the assessment of brands and “private labels” or distributing brands, it is impossible to talk about one big European market. That is the reason why, within each country or geographic region, very few flagship brands are well established. As a general rule, in each country, the main brands are usually domestic ones, such is the case in France with DIM, Le Bourget and Well; The Golden Lady Group, Pompea, Levante and Csp in Italy; Marie-Claire in Spain; Pretty Polly, Aristoc and M&S in the United Kingdom, and Nur Die, Kunert and Falke in Germany. Even though each country’s main brands are also internationally present, very few of them have been able to reach an important position outside of their respective domestic markets, and an even smaller number can claim to be present on several markets. Under the Weight of the Brands The position of most distributing brands- or private labels- changes according to the structure of each country and its current legislation. Their commercial policies, their price positioning and the organisation offer can also vary according to the countries concerned. In the United Kingdom, there are distributing brands that distinguish themselves through their quality and innovation while for most countries, quality resides in volume quantity. In certain markets, like Germany, Scandinavian nations or the Benelux countries, the distributing brands lead the way. In France, however, despite the influence of large distribution names, individual brands are largely present. In Eastern Europe, organised distribution is developing at a slow rate and the biggest part of the market is represented by products distributed through a very fragmented network. In certain countries, some foreign brands, Italian for the most part have been able to land considerable positions. The distribution structure impacts sales and marketing as well as logistics and production. The different required packaging standards and the service level must be adapted to each country. As a result, the market is very fragmented and the costs keep on rising. Such a structure limits the importation of production in each zone. Importation and Production Despite an increasing importation of hosiery from non-European countries, China in particular, their volume remains limited and Italy, Turkey and Poland continue to be the leading European suppliers while Serbia is developing its production and exportation capacities thanks to important Italian investments. The main hosiery importers are Russia, followed by Germany, France, the United Kingdom and Spain. Eastern Eu- 6 

Table of Contents for the Digital Edition of Les cahiers de Intima - Lycra

Cover
Contents
Making Fashion History with LYCRA® Fibre
The LYCRA® Fibre MOVES Event in Verona
Golden Lady’s Remarkable Success Story
Hosiery The “Lipstick” Factor
What Legwear with LYCRA® Fibre Can Do For You!
Expanding the LYCRA® Fibre Legwear Portfolio
Legwear Trends Autumn-Winter 2011-2012
Three Into One Does Go!
Introducing 50 Years of Superior Quality Products
Courtaulds Goes - For The Ultimate!

Les cahiers de Intima - Lycra

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