Shapewear from Colombia Tailored intelligence. Case Study: Italy. Rupa Ganguli, MD Clothing Connect b.v. and CBI expert

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Reginald Heath
6 years ago
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1 Shapewear from Colombia Tailored intelligence Case Study: Italy Rupa Ganguli, MD Clothing Connect b.v. and CBI expert Images in companies during needs assessment

2 Introduction

3 Background

4 Who is the Italian Consumer?

5 5 Consumer preferences across demographics

6 Where does the Italian target consumer live and shop? Milan Rome Florence

7 What are key trade channels for shapewear in Italy? Structure of Distribution in Italy Key retail players

8 Key local players in distance selling

9 Structure of today s presentation Market Analysis Buyer and market requirements Doing business in Italy

10 Market Analysis

11 Market Analysis Key message by consumer in Italian market: Specialised and high quality with a good range - as mentioned by a retailer when asked what the market needed and liked in shapewear.

12 Market Structure

13 Market Structure Size Design Materials 13

14 Shapewear

15 15 Size

16 Design: Shapewear Fashion driven Function driven Function and styling: differences in requirements consumer types (based on ethnicity) 16

17 Materials: Shapewear

18 Buyer and Market requirements

19 Buyer and Market Requirements Types of Buyers 1 Direct buyers 2 Online/internet consumer buyers: key expectations 3 In-store consumer buyers: some key expectations 4 Indirect trade buyers (agents/distributors/boutiques /retailers/online stores and catalogue companies) Types of Requirements 1 Legislative requirements Product safety Chemical content 2 Voluntary or non-legislative requirements 3 Environmental 4 Social 5 Packaging and labelling 19 Basisadministratie Persoonsgegevens en Reisdocumenten Kennismaken met Rijksbreed 18 april 2008

20 Packaging and Labelling for Italy Mandatory for Italy: Fibre content (and the mix if it is a blend of different fibres) Optional for Italy: Size Description of the product (what sort of product to be classified into the appropriate category) Optional for Italy: Wash and care instructions label Optional for Italy: Name of retailer / importer 20 Basisadministratie Persoonsgegevens en Reisdocumenten Kennismaken met Rijksbreed 18 april 2008

21 It is also good to have (for marketing and brand awareness): Name of the brand / sub brand clearly visible A Made in label (as more and more consumers are asking for transparency and traceability). This is not a requirement by EU legislation. Any consumer brand hangtag which shows the content of a technologically advanced fibre such as Lycra Black for eg. Any hangtag which shows the eco label or specific certification acquired such as the EU Eco-label or Oeko-Tex (See the Oeko-Tex labelling standards) Having an image of the product / specific product details as to which part of the body it helps. Several brands use their packaging to specifically cater and appeal to their target audience. Magic makes it a very attractive package targeting younger shoppers. Several stores in airports have started to stock this brand in their duty free clothing outlets and have mentioned high levels of sales as it helps to attract the target customer immediately. (eg. Amsterdam airport) 21

22 Doing Business

23 Doing Business Number of collections and buying patterns Buying channels Payment, quantities, contracts and delivery terms Key marketing tips to enter the Italian market Some market entry points Competitiveness Business culture

24 Number of collections and buying patterns

25 Trade Fairs: International and small local fairs Trade Fairs: For Italian buyers Buying Channels Country showroom activities Meetings with buyers one on one Through agents and distributors

26 Payment, quantities, contracts and delivery terms

27 Key marketing tips to enter the Italian market About (the brand). This is important as consumers want to know more about the story of the product and company Collection / details of products available with product shots A lookbook and press images which show the model wearing the product in a lifestyle shot Details about the compliance and any certifications available A way to contact the brand in the different countries (targeted) Information about Colombia (this is very interesting for the consumer and can add a lot of value to your brand by showing the beauty and more information about the country) Having a Italian language option is very useful on the website, if targeting the Italian market.

28 Some market entry points

29 Competitiveness: Shapewear

30 Business Culture

31 Twitter Want to know about new

32 Thanks for your attention! Want to keep up to date on CBI research? Follow on Questions on CBI market intelligence?

33 > Questions?

34 THANK YOU!!

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Shapewear and swimwear from Colombia Tailored intelligence Case Study: Germany Rupa Ganguli, MD Clothing Connect b.v. and CBI expert Images in companies during needs assessment Introduction Background