Competitive insight into<br />hosiery and lingerie retail <br />in Romania<br />Q2, 2011<br />
Market overview<br /><ul><li>Traditional market, with leading brands present since the 1920s
Dominated by local brands (and manufacturers) in hosiery, with strong representation of local brands (Jolidon, I.D. Sarrie...
Annual volume of the hosiery market is estimated at 35 million euro (2009 figures released by the Association of Hosiery M...
Estimated purchase per customer is 5-6 pairs a year, as opposed to European figures of approximately 18 pieces of hosiery ...
2010 was a difficult year for local brands, with both Jolidon and Mondex  being closed to bankruptcy, and having to close ...
 Manufacturers might open own stores (ex. Adesgo)
 E-tailing opportunities minimise start-up costs</li></ul>Strong<br />Moderate<br />Weak<br />Competitors<br />- Strong wi...
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Hosiery, housewear and lingerie retail in Romania

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A Q2 2011 top-level analysis of the lingerie, homewear and hosiery retail market in Romania.

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Hosiery, housewear and lingerie retail in Romania

  1. 1. Competitive insight into<br />hosiery and lingerie retail <br />in Romania<br />Q2, 2011<br />
  2. 2. Market overview<br /><ul><li>Traditional market, with leading brands present since the 1920s
  3. 3. Dominated by local brands (and manufacturers) in hosiery, with strong representation of local brands (Jolidon, I.D. Sarrieri) in the lingerie category
  4. 4. Annual volume of the hosiery market is estimated at 35 million euro (2009 figures released by the Association of Hosiery Manufacturers), but data for lingerie is not publicly available
  5. 5. Estimated purchase per customer is 5-6 pairs a year, as opposed to European figures of approximately 18 pieces of hosiery per capita per year
  6. 6. 2010 was a difficult year for local brands, with both Jolidon and Mondex being closed to bankruptcy, and having to close stores (approximately 30 in the case of Mondex)</li></li></ul><li>Five forces analysis<br />New Entrants<br /><ul><li> Absent international brands already entering (e.g. Calzedonia)
  7. 7. Manufacturers might open own stores (ex. Adesgo)
  8. 8. E-tailing opportunities minimise start-up costs</li></ul>Strong<br />Moderate<br />Weak<br />Competitors<br />- Strong within-format competition (lingerie category)<br /><ul><li>Strong between-format competition on hosiery (big retailers)
  9. 9. Established brands, strong equity</li></ul>Customers<br /><ul><li> Heightened price sensitivity
  10. 10. Impulse or convenience driven when purchasing hose, primarily function driven in case of both hose and lingerie</li></ul>Suppliers<br />- Lower pressure due to vertical integration (also in competitors)<br />- Stock difficulties might arise due to international source, as opposed to the local warehousing / distribution of competitors<br />Substitutes<br />- No substitutable categories, but low differentiation of products within the category.<br />- Low involvement purchase -makes quality of substitute less important<br />
  11. 11. Direct (within format)<br />Indirect (between format)<br />Competition<br /><ul><li>Specialized hosiery stores: Mondex, Golden Point, Gatta, Calzedonia
  12. 12. Dedicated lingerie shops: Triumph, Jolidon, La Senza, Reflections Intimates
  13. 13. Nightwear, housewear and lingerie stores: Etam, Oysho, Women’s Secret
  14. 14. Super and hyper-markets: Carrefour, Real, Auchan, etc. retailing known hosiery brands (Adesgo, Mondex, Laura Baldini)
  15. 15. Dedicated sections of large clothing stores (ex. C&A for both hosiery and lingerie, Peacocks for lingerie and housewear, etc.)
  16. 16. E-tailing, both mono and multi-brand online stores (www.laurabaldini.ro; www.fiore.ro; www.mondex.ro; www.sosetaria.ro; www.mall-lenjerie.ro)
  17. 17. Grey market (cheap substitutes sold in convenience locations: marketplace, subway stations etc.)</li></li></ul><li>Key players<br />Mapping (Categories)<br />
  18. 18. Key competitors<br />Mapping (price and design)<br />High fashion (Trend & High quality)<br />Reflections (EmporioArmani)<br />ID Sarrieri<br />Palmers<br />Yamamay<br />Calzedonia<br />Oysho<br />Penti<br />Etam<br />Women’s Secret<br />Jolidon<br />Golden Point<br />High Price<br />Low Price<br />Mondex<br />Reflections (own line)<br />Triumph<br />Serena<br />La Senza<br />Low Fashion (Basic lines & Average quality)<br />
  19. 19. Key Competitors: analysis on select brands<br />Brand<br />Descriptors<br /><ul><li>Vertically integrated (manufacturer, distributor, retailer)
  20. 20. Channels: own stores, big-box retailers, e-tailing
  21. 21. 76 existing stores, of which 4 in Bucharest, 11 planned
  22. 22. High brand equity (historical legacy)
  23. 23. Mono-brand (Mondex: hosiery, Tuareg by Mondex lingerie)</li></ul>Mondex<br /> Golden<br /> Point<br /><ul><li>Franchiser for a manufacturer (Golden Lady S.p.a)
  24. 24. Channels: own stores
  25. 25. Early presence on the market translates into (some) brand recognition (for store rather than products)
  26. 26. Multi-brand: Golden Lady, Omsa, Sisi
  27. 27. Depth in hosiery, with swimwear and minimal lingerie add-ons</li></ul>Jolidon<br /><ul><li>Vertically integrated (manufacturer, distributor, retailer)
  28. 28. Channels: own stores, big-box retail
  29. 29. Brand recognition, national pride factor
  30. 30. Esentially mono-brand
  31. 31. Depth in lingerie, some homewear, swimwear seasonally, limited hosiery (Mura Brand) </li></li></ul><li>Concentration of the format in location (Bucharest)<br />Bucuresti Mall<br />Plaza Romania<br />Baneasa Shopping City<br />AFI Palace Cotroceni<br />Sun Plaza<br /><ul><li>Golden Point
  32. 32. Triumph
  33. 33. La Senza
  34. 34. Reflections
  35. 35. Jolidon*
  36. 36. I. D. Sarrieri
  37. 37. Etam
  38. 38. Oysho
  39. 39. Penti
  40. 40. Women’s Secret*</li></ul>* in Carrefour Feeria<br /><ul><li>Golden Point
  41. 41. Reflections
  42. 42. Jolidon
  43. 43. Skiny
  44. 44. Palmers
  45. 45. Yamamay
  46. 46. Minerva
  47. 47. Etam
  48. 48. Oysho
  49. 49. Penti
  50. 50. Golden Point
  51. 51. Reflections
  52. 52. Jolidon
  53. 53. Triumph
  54. 54. Penti
  55. 55. Golden Point
  56. 56. Reflections
  57. 57. I. D. Sarrieri
  58. 58. Etam
  59. 59. La Senza
  60. 60. Jolidon
  61. 61. Etam
  62. 62. Women’s Secret
  63. 63. Serena</li></ul>Unirea Shopping Center<br />Liberty Center<br />City Mall<br />Vitantis Shopping Center<br />Fashion House Outlet<br /><ul><li>Mondex
  64. 64. Jolidon
  65. 65. Triumph
  66. 66. Golden Point
  67. 67. Triumph
  68. 68. Jolidon
  69. 69. I. D. Sarrieri
  70. 70. Serena
  71. 71. Jolidon
  72. 72. Skiny
  73. 73. Mondex
  74. 74. Jolidon
  75. 75. Skiny
  76. 76. Gatta
  77. 77. Jolidon
  78. 78. Verdissima
  79. 79. Sofiaman / Lisca</li></ul>Militari Shopping Center<br />High street<br />Grand Arena<br /><ul><li>Gatta
  80. 80. Triumph
  81. 81. Jolidon
  82. 82. Sofiaman
  83. 83. Estelle
  84. 84. Mondex
  85. 85. Jolidon
  86. 86. Triumph
  87. 87. Calzedonia</li></ul>Directory<br />Sole location in Bucharest<br />

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