欧洲睡衣市场分析

Nightwear Market Growth 睡衣市场成长
• Growth has been helped in part by: • 睡衣市场的成长主要由以下因素贡献： – The increase in the presence of supermarkets in the market – 超市的存在促进增长 – The increase in value EPP (entry price point) lines and discounters such as Matalan and Primark – 合算的进货价格，催生了像Matalan和Primark一样的廉价店的涌现 – The rising focus on and popularity of nightwear by the media, eg TV characters wearing nightwear in series such as Sex in the City and Desperate Housewives. – 媒体对于睡衣的持续关注，比如“欲望都市”和“绝望主妇”里的主 人公穿着睡衣 – The increase in brands in the marketplace – able to charge a premium for their brand values. – 品牌数的增加，品牌价值在价格里的体现也随之增长
• Please note that the images and facts in this lecture are copyright protected and cannot be used for any commercial purposes or distribution.
• 请注意：此次讲座所含图片和文字均受版 权保护，不可用作任何商业目的和转发。
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Marks and Spencer‟s slippers
Brand shares in the UK retail nightwear market, by value, 2005 and 2007 英国睡衣零售市场的品牌份额
La Senza
娜圣莎 La Senza has grown by: • An expansion in the number of stores including taking over Contessa’s stores. • 娜圣莎的成长得益于利用大量商店进行扩 张，其中包括接手Contessa的店铺 • A strong and diverse product offering, from girly cotton shorts and camis to sexy and glamorous silk negligees. • 产品丰富多样，从少女棉质短裤与背心到 性感的丝绸晨衣，应有尽有购物氛围理想 • La Senza offers women a unique shopping experience with outstanding lingerie and nightwear presentation in a beautiful and intimate female environment. The shopping experience creates the desire and gives a higher propensity for impulse purchase.
Nightwear Market 睡衣市场
• The nightwear market is dominated by retailers with private label offerings. • 睡衣市场基本由拥有独立品牌的 零售商所占据 • To a certain extent, ultra-low prices, such as those offered by supermarkets and Primark, have acted to devalue and commoditize the nightwear sector. • 超低价位，比如超市或者Primark 提供的超低价位的产品，影响了 睡衣市场的增值
Introduction to the Nightwear Market 睡衣市场的介绍
Alexandra Suhner
Agenda日程
Nightwear Market 睡衣市场 The Consumer 消费者 Key Brands 主要品牌 Bestsellers 热卖产品 Marketing and Promotion 市场营销与 推广 6. Trends 趋势 1. 2. 3. 4. 5.
Figleaves
Nightwear Market 睡衣市场
• The market needs to create more of a fashion-led impulsive desire, as per the lingerie market, to grow. A third of women buy nightwear to replace old or worn out items – in the fashion market this is unheard of! • 市场需要借鉴女性内衣市场去创 造更时尚，更具消费引导力的产 品。三分之一的女人等到穿破穿 旧才会购买睡衣，而在其余时装 市场，这是闻所未闻的。
Key Brands 主要品牌
• • • • • Marks & Spencer is the market leader with a third of the market. 玛莎占据三分之一的英国的市场，是市场领导 者 Own-label accounted for over four-fifths of the sector in 2007. 2007年，本土品牌占据五分之四市场份额 Own-label success is from wider distribution, competitiveness and in-house brands. 品牌的成功来自于广泛的分销，自身竞争力以 及其品牌 Branded goods account for only a fifth. 知名品牌商品只占五分之一 New brands are growing but distribution holding them back. 新品牌在成长，但是分销是个瓶颈
• 玛莎重视对新产品的开发家，将 创新理念带入市场，女士睡衣裤 上身使用了隐形支撑技术，增加 了舒适度和贴身感
Designers at Debenhams
• Debenhams have been winners as they expand their store numbers and introduce more newness and interest into their own-brand ranges. Their growth has been from exclusive designer ranges targeting both men and women. • Debenhams在扩展店铺数量，引进 新元素方面是成功者。他们的成功 来自于独到的设计，他们的增长来 源设计师系列，目标是男士和女士 内衣。
Papinelle
The Consumer 消费者
• • • • • • • • • Most consumers wear some sort of nightwear to bed. 大多消费者穿着睡衣入睡 Pyjamas are worn the most; worn by nearly half of all consumers. 睡衣裤套装最为常见，大约有一半消费者使用 Women’s first choice in bed is pyjamas and nightdresses. 睡衣裤或者睡袍是女性睡觉时的首选 Men prefer to wear pyjamas and shorts with T-shirts. 男人更喜欢穿睡衣裤，或者短裤加T恤 The 15-24s go for lingerie and underwear as nightwear.
Βιβλιοθήκη Baidu
• Truly You, Ceriso and Adored 的内衣副牌已拓展睡衣市场，并 且已经用内衣的营销手法去营造 一个口碑。
• Marks & Spencer maintains its focus on new product development, bringing innovation to the market; Secret Support technology used in women‟s pyjama tops gives increased comfort and fit
Marks & Spencer
玛莎
• Truly You, Ceriso and Adored lingerie sub-brands have been stretched into nightwear and have merchandised these with the underwear to create a visual story.
Nightwear Market Growth 睡衣市场成长
• Nightwear is a mature market with high penetration. Four-fifths of consumers wear some form of nightwear, yet the nightwear sector accounts for only a minute fraction of total expenditure on clothing, standing at around 0.01%! • 睡衣是一个成熟的市场，有着较高 的渗透性。五分之四的消费者拥有 睡衣，而睡衣行业在整个服装消费 领域占有的份额微乎其微，大约只 有0.01%
Marks & Spencer
玛莎
• Marks & Spencer has stretched its offering to cover a wide consumer base, from „value‟ lines as EPP (entry level price points) offerings and in-house brands Autograph at the top end. It has extended its sub-branded clothing and lingerie ranges into nightwear. • 玛莎扩展了货品种类以便覆盖 更广大消费者，从价格定位将 服装副牌和内衣品牌带入睡衣 领域
Nightwear Market Growth 睡衣市场成长
• The overall nightwear market grew steadily in volume and value over the past five years, by a tenth, to £461 million. • 整个睡衣市场过去五年在质与量上都保持平稳增长，幅度 将近一成，达到4.61亿英镑 • Women’s nightwear is fuelling the growth, accounting for four-fifths of the market at £361 million. • 女性睡衣促进增长，占有整个睡衣市场的五分之四，达到 3.61亿英镑
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15-24岁阶段的年轻人以内衣代替睡衣 Figleaves
What they wear in bed, by gender, age and socio-economic group, May 2008 Base: 972 adults aged 15+ 他们睡觉穿什么，按性别，年龄及经济收入划分， 数据基于2008年5月对972个15岁以上的成年人的调查