Global Market Review of Swimwear and Beachwear

Forecasts to 2014

Publication Date	February 2009
Publisher	Just Style
Product Type	Report
Pages	81
ISBN Number	not applicable
Product Code	AJS00030

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Summary

At first sight, swimwear would appear to be an easy clothing category to define. It is what we wear to swim in. But it is also what people wear to be seen by the beach, the pool or even in the recreation areas of hotels, spas, health clubs and gyms. However, it is difficult for current sources of data to correlate with each other. There is currently little 'joined-up' analysis of the swimwear and beachwear market.

just-style believes that it is invalid to segment the market rigorously into swimwear and beachwear worn for leisure, and swimwear worn for serious sport. One person's performance is another's fashion statement. Consequently, swimwear and beachwear are analysed in this report holistically by product and by geographic market.

This report addresses this information gap, by using data from a variety of sources. just-style believes that this report provides the most-up-to-date and rounded information available on the swimwear and beachwear markets worldwide.

This latest edition fully quantifies the global market, providing volume and value data for swimwear by demographic and by region across all major markets.

This report is published at a time of extremely volatile changes in financial markets and their effect on the apparel industry. We have taken this effect into account when preparing our analysis and data.

In this latest edition, a number of themes are explored. They include:

ageing demographics in the developed world;
affluence in parts of the world and poverty in others;
cultural, social and religious barriers to the acceptance of swimwear;
polarisation of swimwear between being serious about sport, or serious about fashion; and
consumer attitudinal factors. Is your swimwear a glamorous fashion statement, a practical and comfortable mode of dress, serious performance sportswear or a 'surf' attitude?

The report begins with an executive summary and an introductory chapter.

Chapter 3 commences with definitions of both product and market. The data approach and what is included and excluded from swimwear and beachwear is then explained in more detail.

Chapters 4 through to 7 look at the swimwear and beachwear market at different reference years, concentrating on a number of pivotal years based on previous editions and the considerable influence of the Olympic games on the industry. The key pivot in this edition's analysis is 2008 and the Beijing Olympics. In 2008, the swimwear industry is valued at retail consumer prices at US$13.15bn. The fundamental marketing issue in swimwear is the dramatic split between the developed and the developing world.

Forecasts are made in Chapters 6 and 7 for swimwear and beachwear consumption for the landmark event for swimming of the London Olympics of 2012, and further forward to 2014, thus deriving a past and future span of twelve years.

These chapters provide data covering consumption per person, market volume and value and population growth statistics. Full data tables are provided for 2003, 2006, 2008 and 2012. In addition, this data is also condensed into one table trending for each year from 2004 to 2014. These chapters build a picture of where the likely volume growth will come from in the market over the forecast period.

Chapter 8 provides 2003-2014 market value and volume data by major world regions. Given the current downturn, it also provides alternative scenario forecasts that factor in a worst-case scenario to 2014. Full commentary and analysis of the data is also provided.

Chapter 9 addresses the market structure of the industry now and in the future and reviews the market by brands, retailer own-label and anonymous merchandise. It also reviews the supply chain, producer to consumer and prices, costs and garment added value. A detailed price-fashion matrix is also provided, showing the market landscape by each major brand.

Chapter 10 provides a review of the importance of brands in the swimwear product group, including interviews with Mike Hammersley, chief executive, Zoggs, Pamela Scott, editor, Underlines Magazine and Andrea Daems, PR representative of the German swimwear brand, Maryan Mehlhorn, part of the Maryan Group.

Finally in Chapter 11, future market and product trends are considered, providing an insight into where just-style believes the best growth prospects in the world lie over the coming years.

Content

Chapter 1 Executive summary
- Introduction
- Swimwear and beachwear
- The current swimwear and beachwear market, 2008
- The future swimwear and beachwear market, 2012
- The just-style time lines 2003-2014
- Brands, retailer own-label and anonymous merchandise
- The swimwear price-fashion matrix
- Defending diversity through branding in the swimwear market
- The market and product future
Chapter 2 Introduction
- Background
- Report methodology and coverage
- Themes
Chapter 3 The nature of the swimwear and beachwear market
- Product and market definitions
- Market data and estimates
- Sports swimwear and fashion swimwear
- Swimwear's place in society
Chapter 4 Swimwear market past: 2003 and 2006
- The market in 2003
- Market growth, 2003 to 2006
- Population, 2006
- Consumption per person, 2006
- The market in units, 2006
- Prices, 2006
- The market in US dollars, 2006
Chapter 5 The swimwear market in 2008
- Headline market information for 2008
- Population, 2008
- Consumption per person, 2008
- The market in units, 2008
- Prices, 2008
- The market in US dollars, 2008
Chapter 6 Swimwear market future: 2012
- Headline market information for 2012
- Population, 2012
- Consumption per person, 2012
- The market in units, 2012
- Prices, 2012
- The market in US dollars, 2012
Chapter 7 Swimwear market future: the longer view to 2014
- The longer view
- The market in US dollars in 2014 compared to 2008
- The market unit volume in 2014, compared to 2008
- Population, 2014
- Consumption per person, 2014
- The market in units, 2014
- Prices, 2014
- The market in US dollars, 2014
Chapter 8 Long-term timelines and an alternative scenario
- The economic situation
- The just-style time lines, 2003-2014
- The alternative scenario: the just-style time lines 2003-2014
Chapter 9 The structure of the market
- The supply chain, producer to consumer
- The branded supply chain
- The retailer own-label supply chain
- Prices, costs and garment added value
- Fabric and fibre added value
- The swimwear price-fashion matrix
- Prices, market volumes and market value shares
Chapter 10 Brands in the swimwear industry
- Defending diversity in the swimwear market
- Brands continue to maintain their position in Europe
- Swimwear for sport
- Body care and assistance for the older consumer
- Marketing performance in sport and recreation
- Emerging markets
Chapter 11 Future market and product trends
- The swimwear market worldwide
- The best growth prospects in the world
- Health, activity and fashion
- Long- and short-term marketing of swimwear
- just-style's conclusions on the future
List of tables
- Table 1: International currency exchange rates as of 15 October 2008, and at 31 January 2009
- Table 2: Summary swimwear market information, 2003
- Table 3: World population by gender and age, by major region, 2006 (m)
- Table 4: World population by gender and age, by major region, 2006 (%)
- Table 5: Per annum consumption of swimwear by gender and age by major region, 2006 (units)
- Table 6: Units of swimwear by gender and age by major region, 2006
- Table 7: Units of swimwear by gender and age by major region, 2006 (%)
- Table 8: Prices by gender and age by major region, 2006 (US$)
- Table 9: Market value of swimwear by gender and age, by major region, 2006 (US$bn)
- Table 10: World population by gender and age, by major region, 2008 (m)
- Table 11: World population by gender and age, by major region, 2008 (%)
- Table 12: Per annum consumption of swimwear by gender and age by major region, 2008 (units)
- Table 13: Units of swimwear by gender and age by major region, 2008 (m units)
- Table 14: Units of swimwear by gender and age by major region, 2008 (%)
- Table 15: Swimwear prices by gender and age by major region, 2008 (US$)
- Table 16: Market value of swimwear by gender and age, by major region, 2008 (US$m)
- Table 17: World population by gender and age, by major region, 2012 (m)
- Table 18: World population by gender and age, by major region, 2012 (%)
- Table 19: Per annum consumption of swimwear by gender and age by major region, 2012 (units)
- Table 20: Units of swimwear by gender and age by major region, 2012 (m units)
- Table 21: Units of swimwear by gender and age by major region, 2012 (%)
- Table 22: Swimwear prices by gender and age by major region, 2012 (US$)
- Table 23: Market value of swimwear by gender and age, by major region 2012 (US$bn)
- Table 24: World population by gender and age, by major region, 2014 (m)
- Table 25: World population by gender and age, by major region, 2014 (%)
- Table 26: Per annum consumption of swimwear by gender and age by major region, 2014 (units)
- Table 27: Units of swimwear by gender and age by major region, 2014 (m)
- Table 28: Units of swimwear by gender and age by major region, 2014 (%)
- Table 29: Swimwear prices by gender and age by major region, 2014 (US$)
- Table 30: Market value of swimwear by gender and age, by major region 2014 (US$m)
- Table 31: Swimwear units and retail market value by region, 2003-2014 (m units, US$bn)
- Table 32: Swimwear percentage growth in units and value per annum, by region, 2003-2014 (%)
- Table 33: Alternative timeline: Swimwear units and retail market value by region, 2003-2014 (m units, US$bn)
- Table 34: Alternative timeline: Swimwear percentage growth in units and value per annum, by region, 2003-2014 (%)
- Table 35: Branded, retailer own-label and anonymous merchandise, 2008 (US$ and %)
- Table 36: Added value in the supply chain
List of figures
- Figure 1: The supply chain, producer to consumer
- Figure 2: Swimwear price-fashion matrix