WHAT S UP IN THE RUSSIAN LINGERIE MARKET?

Transcription

1 WHAT S UP IN THE RUSSIAN LINGERIE MARKET?

2 WORLDWIDE WOMEN S LINGERIE MARKET MAPPING 13,8 billion USA GERMANY FRANCE UK SPAIN ITALY FRANCE 2,7 billion & 800 million* 11,3 billion 2,5 billion 1,3* billion RUSSIA CHINA 15,9 billion JAPAN 5,7 billion Global women s lingerie market = approx 70 billion euros in UK 2.9 billion France 2.7 billion Russia 2,5 billion Source: Estimates of La Fédération, Just style, IFM, United Nations, Mintel Group, Japan Consuming, Worldometers, * Hosiery market in Russia

3 INTIMATE APPAREL MARKET IN RUSSIA: THE END OF THE CRISIS? INTIMATE APPAREL MARKET EVOLUTION IN RUSSIA, , US$ BILLION Women s lingerie, men s and women s underwear, swimwear New figures ,103 5,321-20% 3,789 4,058 4,393 4,257-30% -5% 3,166 3, Source: La Fédération de la maille et de la lingerie estimates Fédération de la Maille & de la Lingerie

4 MONTHLY AVERAGE WAGES (2016) & POPULATION DENSITY MAP DENSITY OF POPULATION PERSONS/M2 MOSCOW RUB Population 12 million RUB Population CHUKOTKA RUSSIAN AVERAGE MONTHLY WAGE 2014: RUB 2015: RUB 2016: RUB ST PETERSBOURG RUB Population 5,1 million PSKOV 2 ARKHANGELSK MURMANSK NENETSIA RUB Population MAGADAN RUB Population SMOLENSK TVER DAGESTAN MOSCOW > 1 MILLION CITIES KAZAN BRYANSK YAMALIA KIROV 12 KURSK 6 KHANTY BELGORAD 13 PERM MANSI 22 4 KRASNODAR KRAZNODAR IEKATERINBURG ROSTOV 2 TYUMEN TOMSK KURGAN < 600 THOUSAND CITIES Source: ROSSTAT KOMI RUB Population RUB Population <60K <50K <40K NOVOSSIBIRSK ALTAI ALTAI 11 KRASNOYARSK KRAZNOYARSK TUVA IRKUTSK SAKHA (YAKUTIYA) AMUR RUB Population JEWISH PRIMORSKY RUB Population RUB Population RUB Population THE HIGHEST AVERAGE WAGES ARE IN THE LEAST POPULATED REGIONS OF THE RUSSIAN FEDERATION New figures 2016 Fédération de la Maille & de la Lingerie

5 THE LINGERIE MARKET IN RUSSIA IN 2015: US $3.2 BILLION IN TOTAL BRANDS POSITIONING: PRICE SEGMENTATION LUXURY US$ million 8 million consumers Spending on Lingerie per year & per person: about 100 US$ in Russia and 1000 US$ abroad 10-15% Italian and French brands La Perla, Lise Charmel, Chantal Thomass, Wolford RUB & above* 180 US$ and above PREMIUM French, German, Italian, Austrian brands Calida, Chantelle, Maison Lejaby, Barbara, Empriente Andres Sarda, I.D. Sarrieri Between RUB US$ MIDDLE 20-25% US$ million 18 million consumers Spending on Lingerie per year & per person : US$ Russian, Polish, Bielorussian, Latvian, Turkish brands. Some Italian, Spanish, German and Dutch brands Milavitsa, Kris Line,Gracia Rim, Gorteks, Corin, Orhideja, Sermija, Palmetta, Charmante, Sielei, Lilly by Jolidon, Magistral, Lauma lingerie Between & RUB US$ BOTTOM 65-70% US$ billion million consumers Spending on lingerie per year & per person : 30 US$ No name Chinese, Turkish brands. Russian brands: Mia-Mia, Primavera, Infinity Lingerie, Dimanche Lingerie Between 350 & RUB 5-20 US$ Source: estimation of La Fédération. * retail price per bra. Fédération de la Maille & de la Lingerie

6 CONSUMER SPOTLIGHT FOCUS GROUPS EKATERINBURG & NOVOSIBIRSK

7 MORPHOLOGY MAPPING (1) MORPH TYPES Ural Ekaterinburg North of Russia Siberia South and North of Russia Saint Petersburg, Arkhangelsk, Novosibirsk, Irkutsk South of Russia Rostov on-don, Sochi, Krasnodar Fédération de la Maille & de la Lingerie

8 BESTSELLERS Sex appeal is all about having a generous bust UNDENIABLE BESTSELLERS PADDED Lightly padded bras Smooth cup Strapless bra Removable straps Silicone straps T-shirt bra FULL CUP Full figure women PUSH UP Progressive Double/2D Removable pads Fédération de la Maille & de la Lingerie

9 PRICE CEILING FOR LINGERIE SETS* NO LIMIT IN TERMS OF PRICE Despite the economic crisis, some women do not have a ceiling price for lingerie if they really like it! Not only in Moscow, but in the regions as well RUB ( ) For very special occasions some middle + class Muscovites could afford to buy themselves lingerie for 200 euros per set. Expensive lace lingerie is like an investment for them which is going to last for years RUB ( ) However, the middle + consumer class is prepared to spend more than 100 euros for a lingerie set if they really like it RUB (40-60 ) The right price for a lingerie set is between 40 and 60 euros. It s a comfortable and affordable budget for a middle+ class consumer in Moscow. *Datas from Moscow focus group, middle class+ consumer Fédération de la Maille & de la Lingerie

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11 MLSM VISITORS PROMOTION: PERSONNAL MEETINGS 11

12 BE FAMILIAR WITH THE RUSSIAN MARKET Collection test: test 5 outfits from your collection during individual meetings by our visitors promotion executive in different regions of Russia The best way to prepare your participation to the show! Matchmaking with local partners : agents, distributors, logistic companies we help you find the right partner just for you! Lingerie Russia travel log: detailed reports on Lingerie shops in 9 key cities in Russia Survey of Russian market: 300 pages of most recent and complete information about the Russian lingerie and swimwear market, with consumer behaviour

13 MODE LINGERIE & SWIM MOSCOW - VISITORS Facts and figures MLSM September 2016: More than trade visitors, +12,3% compared to Sept15 Top 10 visiting cities 1. Moscow 2. Saint Petersburg 3. Novosibirsk 4. Nizhny Novgorod 5. Tula 6. Ekaterinburg 7. Krasnoyarsk 8. Voronezh 9. Krasnodar 10. Saratov

14 THEY VISIT MODE LINGERIE & SWIM MOSCOW DEPARTMENT STORES SPECIALITY STORES MOSCOW NIJNEVARTOVSK MOSCOW IRKUTSK NOVOSSIBIRSK SIKTIVKAR ST.PETERSBOURG TCHELYABINSK YEKATERINBURG ST.PETERSBOURG KALININGRAD KURSK YALTA VORONEGE BELGOROD ST.PETERSBOURG ROSTOV-ON-DON KHABAROVSK TCHELYABINSK ALMATI TCHELYABINSK PETROZAVODSK KAZAN CHAIN STORES ON-LINE STORES

15 MLSM GIVES THE POWER BACK TO THE BRAND Mode Lingerie & Swim Moscow : Shops expect to have the direct contact with the Brand! LINGERIE BRAND TRADE OFFICE WHOLESALER/DISTRIBUTOR FASHION AGENCY AGENT LINGERIE SHOP CONSUMER Advantages for the brand: Understand the market Better target the collection First class insight for future development and sell better! Advantages for the shop: See the whole collection Understand the positioning Share their experience Fédération de la Maille & de la Lingerie

16 MERCI.. THANK YOU СПАСИБО

17 We believe in trade shows where the power of human interaction is at the core of business development and innovation, and this is especially crucial during economic crises. Our events bring together international talents to inspire enthusiasm, rebuild confidence, and identify new keys and places for growth.

18 The most recent development of Eurovet: partnership with Igedo signed in July 2014, first session in Feb 2015 In Moscow : 140 brands, 3000 visitors, within CPM, 1000 brands, visitors. A strong expertise on the Russian Lingerie market Since Feb 2015, many fringe activities and services developped to gain recognition, loyalty, trust, expertise and provide customised services to brands to access the russian market: collection tests for brands regular trips to meet retailers: 50 cities, 200 companies 350 pages market survey, with 2 updates, 3 consumers focus groups on buying habits in Moscow, Krasnoyarsk, Novossibirsk match making breakfast between agents and brands Invitation program of buyers to Moscow VIP buyers cocktail and dinner conferences and panels in Paris and Moscow «travel logs» on Lingerie retailers in 9 cities

19 COMFORTABLE ENVIRONMENT FOR EXHIBITORS AND THEIR CLIENTS examples Harmonized booth constructions Minimum booth size 12 sq m Price: 499 /sq m registration: m2 Registration = m2 booth = 499 x 12 = Total HT = m2 Registration = m2 booth = 499 x 18 = Total HT = 9 682

20 Your contacts Marie-Dominique de FONDAUMIERE Exhibition director Tel mdefondaumiere@eurovet.fr Maria PETERSON Sales manager Tel mpeterson@eurovet.fr EUROVET - 37/39 rue de Neuilly Clichy France