Bad news:

There is NO European market…

So what then???

• It is NOT possible to speak of Europe as one specific fashion market

• It IS a collection of national markets, sometimes there are regional tendencies sometimes there are differences

• Each type of market may require a different kind of approach to be successful

• YOU have to do the research and develop a strategy for each market

UK

UK

• Dominated by Fast Fashion & High Street Chains

(hard to enter retail)

• Powerful Big Brand Retailers

• Less Boutiques

• Established Super Luxury Segment

• Most advanced online market (very big opportunities)

• Very high standards of presentation – your materials must be AMAZING

• Highly price sensitive consumers

(they LOVE discounts)

Links for the UK

• http://businesscasestudies.co.uk/case-studies/by-industry/fashion.html#axzz3s3qn41y3

• http://www.britishfashioncouncil.com/uploads/media/62/16356.pdf

• https://www.fashionunited.co.uk/facts-and-figures-in-the-uk-fashion-industry

• http://www.bl.uk/bipc/pdfs/Fashion_Industry_Guide.pdf

• http://www.retail-week.com/the-changing-face-of-fashion-retail/5037465.article

• http://www.drapersonline.com

Ethical & Sustainable = BIG

NEWS

Nordic Markets

• Most ethical fashion markets in the world

• Mostly Scandinavian and International

Brands

• High Priced markets focused on

sustainability

• Boutiques less popular than high street

• Highly advanced online markets

• Less price sensitive consumers

Huge focus on Nordic Initiative Clean & Ethical – NICE

Organic fabrics, fair wages, ethical sourcing are all standard

Nordic Links

• http://www.nordicfashionassociation.com

• http://www.norden.org/en/news-and-events/news/nordic-fashion-to-become-the-most-sustainable-in-the-world

• http://denmark.dk/en/lifestyle/fashion/goodbye-fast-fashion/

• http://nordicfashionassociation.com/content/welcome-web-tool-designers-and-textile-producers

Germany, France, Benelux, Austria

• Still many independent retailers & boutiques

• Department stores play a major role in the market

• Fast fashion gaining influence as economies suffer

• Luxury segments very conservative and difficult to enter

• Fast growing dynamic online markets

• Many consumers trust higher prices, some are price sensitive

Germany =

Great opportunity for online retail

Online: #1 UK #2 DE #3 FR

German Links

• http://www.gtai.de/GTAI/Content/EN/Invest/_SharedDocs/Downloads/GTAI/Fact-sheets/Business-services-ict/fact-sheet-e-commerce-en.pdf

• http://www.ixpos.de/IXPOS/Navigation/EN/Your-business-in-germany/Business-sectors/Consumer-goods/textiles.html?view=renderPrint

• http://kennisbank.hva.nl/document/515358

• http://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015

French Links

• https://www.accenture.com/us-en/~/media/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Industries_1/Accenture-Five-Lessons-for-Chinese-Fashion-Industries-from-the-French.pdf

• French Fashion Industry is VERY closed – if you do not have specific language skills and knowledge you will find it difficult

• http://www.remarkety.com/global-ecommerce-sales-trends-and-statistics-2015

Italy, Spain, Portugal

• Spain is a world-leader in Fast Fashion, don’t imagine you can compete…

• Italians really like Italian Fashion, they probably don’t really want yours...

• Many local boutiques selling national produce

• High-street chains and fast fashion of major importance

• Department stores serve the middle of the market

• Less developed online markets

• Depending on segment there is mixed price sensitivity

Central Europe & Baltics

• Large segments of the market still textile discounters (high volume, low price)

• High-street chains tend to be discounters from Western Europe

• Luxury boutiques serve rich clientele in major cities

• Less developed online, if online clients prefer to buy from Western Europe

• Markets easier to enter IF you get your branding and sales materials right – you’ve got to look good!

• Huge price sensitivity (this can be exploited)

Summary

• With these details we just saw in mind it is worth noting that:

• Eastern European markets are easier to enter but will be less profitable, however gaining market traction has value

• Western European Markets are good to approach through professional events such as trade fairs to make direct contacts with buyers

• Fast and highly contested markets like the UK are the hardest to enter, possibly the best option is to focus on online initially

• Nordic, German & Austrian markets are an ideal target for higher quality and sustainable products where consumers are less price focused

• Southern Markets are highly contested and still very focused on their own locally produced garments

You could follow forecasts…

Or… go your own way!

Further Useful Info

• https://www.cbi.eu/sites/default/files/fashio

n_forecast_summer_2016.pdf

• But… at the same time be careful and

read THIS >>>

http://www.forbes.com/sites/jasonhesse/20

14/08/29/top-fashion-entrepreneur-slams-

lazy-copycat-fashion-designers/

Thank You

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To get in touch e-mail me:

tamara@beneficialbrands.co.

uk

+44 7780 274 207

Beneficialbrands.co.uk