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Clothing Retailing - Germany - October 2006

EXECUTIVE SUMMARY
Saving the economy?
The only way is up
The big three and the cheap three
Grocery discounters peak, specialists relieved
More than just a struggling economy
REPORT SCOPE AND TECHNICAL NOTES
Clothing sector versus clothing market
 TECHNICAL NOTES
Financial definitions
Currencies
Figure 1: Exchange rates: National currencies against the Euro, 2002-05
Country codes
VAT
Figure 2: Europe: Standard VAT rates, 2005
Other abbreviations
BACKGROUND DATA
Population
Figure 3: Germany: Population trends, 2001-05
Figure 4: Germany: Population, by age group and sex, 2001-05
Figure 5: Germany: Households, 2003-05
Figure 6: Germany: Regions and major cities, 2004
Economy
Figure 7: Germany: Gross domestic product, 1995-2005
Figure 8: Germany: Consumer prices, 1998-2005
Figure 9: Germany: Consumer expenditure, 1995-2005
Figure 10: Germany: Detailed breakdown of consumer expenditure, 2001-05
CLOTHING RETAILING IN GERMANY
Clothing market value and trends
Figure 11: Germany: Consumer spending on clothing, 2001-05
Channels of distribution
Figure 12: Germany: Estimated channels of distribution for clothing, 2005
Clothing specialists
Other channels
 THE GERMAN CLOTHING SPECIALISTS’ SECTOR
Sector value and trends
Figure 13: Germany: Clothing specialists’ sales, 2001-05
Figure 14: Germany: Clothing specialists, relative performance, 2001-05
Outlet and enterprise data
Figure 15: Germany: Clothing enterprises and outlets by type, 2000
Figure 16: Germany: Clothing enterprises and outlets, 2000-03
EUROPEAN CONSUMER TRENDS
Introduction
Comparison of clothing shopping patterns across Europe
Figure 17: Penetration of clothing purchasing, by country, 2005
Figure 18: Comparison of clothing purchasing in last 12 months, by country, 2005
Frequency of shopping
Figure 19: Comparison of clothing purchasing in last 3 months vs last 12 months, by country, 2005
Comparison of consumer typologies across Europe
Figure 20: Clothing consumer typologies, by country, 2005
Germany
France
Great Britain
Spain
Comparison of agreement with clothing lifestyle statements
Figure 21: Agreement with clothing lifestyle statements, by country, 2005
THE CONSUMER – WHERE THEY SHOP
Topline purchasing results
Figure 22: Where consumers have bought clothes in the last 12 months, 2006
Market positioning
Figure 23: Germany: Market positioning of major clothing retailers, May 2006
Consumer demographics
Women not adequately targeted
Non-specialists
Figure 24: Where consumers bought clothes in last 12 months by age, income and occupation, May 2006
Clothing generalists
Figure 25: Where consumers bought Clothing in last 12 months by age, income and occupation, May 2006, continued
Clothing specialists
Figure 26: Where consumers bought Clothing in last 12 months by age, income and occupation, May 2006, continued
Repertoire analysis
Figure 27: Germany: Number of clothing shops used by retailer bought from, May 2006
THE CONSUMER – MOTIVATIONS AND SHOPPING HABITS
Introduction
Demographic characteristics of consumer typologies
Have money, will spend…
Individuals stick together
Women love to shop!
Fashion – a young persons game?
Figure 28: Well-dressed, sporty, practical, stylish, and shopaholic typology groups, by gender, age, family income, region, working status and presence of children, Germany, 2005
Agreement with clothing lifestyle statements by consumer typologies
Practical elegance
Figure 30: Agreement with clothing lifestyle statements, by well-dressed, sporty, practical, stylish, and shopaholic typology groups, Germany, 2005
It’s in the jeans
Figure 31: Agreement with clothing lifestyle statements, by fashion conscious, big spenders, individualists and label seekers typology groups, Germany, 2005
LEADING SPECIALISTS
The big three
The discount three
Foreign retailers scarce
Figure 32: Germany: Leading clothing specialists, 2005
Market shares
Figure 33: Germany: Leading clothing specialists’ market shares, 2005
Figure 34: Germany: Leading clothing specialists’ market shares, 2005
PROSPECTS AND FORECASTS
Gloomy to fair, chance of storms
Interest rate up….
…and sales tax rising
Figure 35: Germany: Clothing specialists’ sales, 2005-10
Figure 36: Germany: Clothing specialists, relative performance, 2001-10
COMPANY PROFILES
BENETTON GROUP
Figure 37: Benetton Group: Sales as share of clothing specialists in Europe, 2001-05
Strategic evaluation
Background
Financial performance
Figure 38: Benetton Group: Group financial performance, 2001-05
Figure 39: Benetton Group sales by geographical area, 2001-05
Figure 40: Benetton Group sales by geographical area, 2005
Figure 41: Benetton Group sales by commercial activity, 2002-05
Store portfolio
Figure 42: Benetton Group: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Figure 43: Benetton Group: Sales by brand, 2005
Product offer
Pricing
Operational issues
Advertising & marketing
e-commerce & home shopping
C&A
Figure 44: C&A: Sales as share of clothing specialists’ sales in Europe, 2001-05
Figure 45: C&A: German sales as share of Clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
A good year in a tough market
Settling on a winning formula
Expansion continues
Background
Financial performance
Figure 46: C&A: Group financial performance, 2001-05
Figure 47: C&A: Sales in European markets, 2004 and 2005
Store portfolio
Figure 48: C&A: European outlet data, 2002-06
Figure 49: C&A: Total number of outlets, by European country, 2001-06
Figure 50: Number of European outlets by fascia, Spring 2006
Retail offering
Market positioning
Brands
Product offer
Pricing
Operational issues
Advertising & marketing
e-commerce & home shopping
CHARLES VöGELE
Figure 51: Charles Vögele: Sales as share of clothing specialists’ sales in Europe, 2001-05
Figure 52: Charles Vögele: Swiss sales as share of clothing specialists’ sales in Switzerland, 2001-05
Figure 53: Charles Vögele: German sales as share of clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 54: Charles Vögele: Share of sales, by country of operation, 2005
Figure 55: Charles Vögele: Group financial performance, 2001-05
Store portfolio
Figure 56: Charles Vögele: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Figure 57: Charles Vögele: Share of product offer by category, 2005
Pricing
Operational issues
H&M HENNES & MAURITZ
Figure 58: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in Europe, 2001-05
Figure 59: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in Sweden, 2001-05
Figure 60: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in Germany, 2001-05
Figure 61: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in the UK, 2001-05
Strategic evaluation
Recent development
Expansion
New format
One-off collections
Background
Figure 62: H&M Hennes & Mauritz: International expansion record, 1964-2005
A tradition of direct control
Financial performance
Figure 63: H&M Hennes & Mauritz: Group financial performance, 2001-05
H1 2006
UK
Figure 64: H&M Hennes & Mauritz: UK financial performance, 2001-05
Relative importance of regions
Figure 65: Hennes & Mauritz: Relative sales importance by country, 2001 and 2005
Figure 66: Hennes & Mauritz: Sales versus outlet growth by country, 2001-05
Figure 67: H&M Hennes & Mauritz: Percentage change in local currency sales and number of outlets by country, 2003-05
Store portfolio
Figure 68: H&M Hennes & Mauritz: Outlet data, 2001-05
Figure 69: Hennes & Mauritz: Sales per outlet by country, 2004/05
Store concept
Concept stores
Future expansion
Retail offering
Market positioning
Brands and product offer
Figure 70: H&M: Own-brand portfolio, 2006
One-off collections
Pricing
Operational issues
Advertising & marketing
Figure 71: H&M: Advertising spending in the UK, 2005
E-commerce & home shopping
GRUPO INDITEX
Figure 72: Grupo Inditex: Sales as share of clothing specialists’ sales in Europe, 2001-05
Figure 73: Grupo Inditex: Sales as share of clothing specialists’ sales in Spain, 2001-05
Strategic evaluation
Expansion
Brand portfolio
New formats
Background
Financial performance
Figure 74: Grupo Inditex: Financial performance, 2002-06
Like-for-like sales growth
Figure 75: Grupo Inditex: Like-for-like sales growth, 2001/02-2005/06
Financial performance by fascia
Figure 76: Grupo Inditex: Sales performance by fascia, 2001/02-2005/06
Figure 77: Grupo Inditex: Sales by fascia, 2001/02-2005/06
Figure 78: Grupo Inditex: Operating profit performance by fascia, 2001/02-2005/06
Figure 79: Grupo Inditex: Operating profit by fascia, 2001/02-2005/06
Sales by geographic region
Figure 80: Grupo Inditex: Consolidated sales by geographic region, 2001/02-2005/06
Sales in selected European markets
Figure 81: Grupo Inditex: Estimated sales in key European markets, 2005/06
Store portfolio
Figure 82: Grupo Inditex: Outlet and country numbers, 2001/02-2005/06
Figure 83: Grupo Inditex: Outlet data, 2001/02-2005/06
Outlet data by fascia
Figure 84: Grupo Inditex: Outlet data by fascia, 2001/02-2005/06
Figure 85: Grupo Inditex: Sales area by fascia, 2002-06
Figure 86: Grupo Inditex: % change in sales and sales area by fascia, 2001-06
European outlet data by country
Figure 87: Grupo Inditex: Outlet data by European market, 2002-06
Figure 88: Grupo Inditex: Outlet data by European market and by fascia, January 2006
Franchises and joint ventures
Figure 89: Grupo Inditex: Share of franchised stores in group sales and stores, 2001-06
Figure 90: Grupo Inditex: Forecast number of store openings, 2006/07
Retail offering
Zara
Bershka
Massimo Dutti
Pull and Bear
Oysho
Kiddy’s Class
Operational issues
Advertising & marketing
E-commerce & home shopping
MANGO GROUP
Figure 91: Mango Group: Sales as share of Spanish clothing specialists’ sales, 2000-04
Figure 92: Mango Group: Sales as share of clothing specialists’ sales in Europe, 2001-05
Strategic evaluation
Background
Financial performance
Figure 93: Mango Group: Group financial performance, 2002-06
Retail sales by selected European market
Figure 94: Mango: Estimated retail sales in selected European and non-European markets, 2005
Figure 95: Mango Group: Domestic and international retail sales mix, 2002-06
Store portfolio
Figure 96: Mango Group: Outlet data, 2001-05
Figure 97: Mango: Share of European and non-European stores, August 2006
2005/06 store openings
Figure 98: Mango Group: Store development, 1999-2005
Focus on franchising
New airport store portfolio
Figure 99: Mango Airport operations, August 2006
European outlet data by country
Figure 100: Mango: Number of stores by selected European country, July 2004, March 2005 and August 2006
Figure 101: Mango: Outlet data by European market, July 2004, March 2005 and August 2006
Figure 102: Mango: Share of European stores by country, August 2006
Germany
Portugal
Greece
Italy
Russia
Poland and Eastern Europe
Non-European activities
Figure 103: Mango: Non-European stores network, July 2004, March 2005 and August 2006
Mango Asia
Mango North America
Retail offering
Market positioning
Brands
Product offer
Pricing
Operational issues: The Mango logistics system
Advertising & marketing
E-commerce & home shopping
PEEK & CLOPPENBURG (WEST)
Figure 104: Peek & Cloppenburg (West): Total European sales as share of European clothing specialists’ sales, 2001-05
Figure 105: Peek & Cloppenburg (West): Sales as share of clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
Background
Cloppenburg vs. Cloppenburg
Financial performance
Figure 106: Peek & Cloppenburg (West): Group financial performance, 2001-05
Store portfolio
Figure 107: Peek & Cloppenburg (West): Outlet data, 2001-05
Figure 108: P&C West: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Pricing
MINI COMPANY PROFILES
ADLER
Figure 109: Adler: Sales as share of clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 110: Adler: Group financial performance, 2001-05
Store portfolio
Figure 111: Adler: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Pricing
ESPRIT
Strategic evaluation
Background
Financial performance
Figure 112: Esprit: Sales performance by channel and region, 2001-05
Figure 113: Esprit: Group financial performance, 2001-05
Store portfolio
Figure 114: Esprit: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Figure 115: Esprit: Product mix, 2005
Pricing
e-commerce & home shopping
KENVELO
Background
Financial performance
Figure 116: Kenvelo: Group financial performance, 2002-05
Store portfolio
Figure 117: Kenvelo: Outlet data, 2003-05
Figure 118: Kenvelo: Outlet data, 2006
Retail offering
KIK TEXTILIEN UND NON-FOOD GMBH (TENGELMANN)
Figure 119: KiK: German sales as share of clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 120: KiK: Group financial performance, 2000/01-2004/05
Store portfolio
Figure 121: KiK: Outlet data, 2000/01-2004/05
Retail offering
Market positioning
Product offer
Pricing
e-commerce & home shopping
LINDEX
Figure 122: Lindex: Sales as share of clothing specialists’ sales in Europe, 2001-05
Figure 123: Lindex: Sales as share of clothing specialists’ sales in Sweden, 2001-05
Background
Financial performance
Figure 124: Lindex: Group financial performance, 2001-05
Figure 125: Lindex: Sales by country, 2001 and 2005
Store portfolio
Figure 126: Lindex: Outlet data, 2001-05
Figure 127: Lindex: % change in sales and number of outlets, 2001-05
Retail offering
Market positioning
Brands
Figure 128: Lindex: Brands, 2006
Operational issues
Advertising & marketing
E-commerce
NEW YORKER
Figure 129: New Yorker: German sales as share of clothing specialists sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 130: New Yorker: Group financial performance, 2001-05
Figure 131: New Yorker: estimated sales by country, 2005
Store portfolio
Figure 132: New Yorker: Outlet data, 2001-05
Figure 133: New Yorker: Outlets by country, July 2006
Retail offering
Market positioning
Brands
Product offer
Pricing
e-commerce & home shopping
ORSAY
Figure 134: Orsay Germany: Sales as share of clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 135: Orsay: Group financial performance, 2000/01-2004/05
Store portfolio
Figure 136: Orsay: Outlet data, 2000/01-2004/05
Retail offering
Market positioning
Product offer
Pricing
e-commerce & home shopping
SINN LEFFERS
Figure 137: Sinn Leffers: Sales as share of clothing specialists’ sales in Germany, 2001-05
Strategic evaluation
Background
Financial performance
Figure 138: Sinn Leffers: Financial performance, 2001-05
Store portfolio
Figure 139: Sinn Leffers: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Pricing

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