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Hosiery, housewear and lingerie retail in Romania
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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.

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

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  • 1. Competitive insight into
    hosiery and lingerie retail
    in Romania
    Q2, 2011
  • 2. Market overview
    • Traditional market, with leading brands present since the 1920s
    • 3. Dominated by local brands (and manufacturers) in hosiery, with strong representation of local brands (Jolidon, I.D. Sarrieri) in the lingerie category
    • 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. 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. 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)
  • Five forces analysis
    New Entrants
    • Absent international brands already entering (e.g. Calzedonia)
    • 7. Manufacturers might open own stores (ex. Adesgo)
    • 8. E-tailing opportunities minimise start-up costs
    Strong
    Moderate
    Weak
    Competitors
    - Strong within-format competition (lingerie category)
    • Strong between-format competition on hosiery (big retailers)
    • 9. Established brands, strong equity
    Customers
    • Heightened price sensitivity
    • 10. Impulse or convenience driven when purchasing hose, primarily function driven in case of both hose and lingerie
    Suppliers
    - Lower pressure due to vertical integration (also in competitors)
    - Stock difficulties might arise due to international source, as opposed to the local warehousing / distribution of competitors
    Substitutes
    - No substitutable categories, but low differentiation of products within the category.
    - Low involvement purchase -makes quality of substitute less important
  • 11. Direct (within format)
    Indirect (between format)
    Competition
    • Specialized hosiery stores: Mondex, Golden Point, Gatta, Calzedonia
    • 12. Dedicated lingerie shops: Triumph, Jolidon, La Senza, Reflections Intimates
    • 13. Nightwear, housewear and lingerie stores: Etam, Oysho, Women’s Secret
    • 14. Super and hyper-markets: Carrefour, Real, Auchan, etc. retailing known hosiery brands (Adesgo, Mondex, Laura Baldini)
    • 15. Dedicated sections of large clothing stores (ex. C&A for both hosiery and lingerie, Peacocks for lingerie and housewear, etc.)
    • 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. Grey market (cheap substitutes sold in convenience locations: marketplace, subway stations etc.)
  • Key players
    Mapping (Categories)
  • 18. Key competitors
    Mapping (price and design)
    High fashion (Trend & High quality)
    Reflections (EmporioArmani)
    ID Sarrieri
    Palmers
    Yamamay
    Calzedonia
    Oysho
    Penti
    Etam
    Women’s Secret
    Jolidon
    Golden Point
    High Price
    Low Price
    Mondex
    Reflections (own line)
    Triumph
    Serena
    La Senza
    Low Fashion (Basic lines & Average quality)
  • 19. Key Competitors: analysis on select brands
    Brand
    Descriptors
    • Vertically integrated (manufacturer, distributor, retailer)
    • 20. Channels: own stores, big-box retailers, e-tailing
    • 21. 76 existing stores, of which 4 in Bucharest, 11 planned
    • 22. High brand equity (historical legacy)
    • 23. Mono-brand (Mondex: hosiery, Tuareg by Mondex lingerie)
    Mondex
    Golden
    Point
    • Franchiser for a manufacturer (Golden Lady S.p.a)
    • 24. Channels: own stores
    • 25. Early presence on the market translates into (some) brand recognition (for store rather than products)
    • 26. Multi-brand: Golden Lady, Omsa, Sisi
    • 27. Depth in hosiery, with swimwear and minimal lingerie add-ons
    Jolidon
    • Vertically integrated (manufacturer, distributor, retailer)
    • 28. Channels: own stores, big-box retail
    • 29. Brand recognition, national pride factor
    • 30. Esentially mono-brand
    • 31. Depth in lingerie, some homewear, swimwear seasonally, limited hosiery (Mura Brand)
  • Concentration of the format in location (Bucharest)
    Bucuresti Mall
    Plaza Romania
    Baneasa Shopping City
    AFI Palace Cotroceni
    Sun Plaza
    * in Carrefour Feeria
    Unirea Shopping Center
    Liberty Center
    City Mall
    Vitantis Shopping Center
    Fashion House Outlet
    Militari Shopping Center
    High street
    Grand Arena
    Directory
    Sole location in Bucharest