歐洲泳裝市場(chǎng)分析報(bào)告-文庫(kù)吧
2024-12-21 01:25 本頁(yè)面
【正文】 his age group is important in terms of taking holidays abroad. ? 3544歲是最主要泳衣買家，顯示這個(gè)年齡段的人喜歡國(guó)外度假 The Swimwear Consumer 泳衣消費(fèi)者 The Consumer ? The proportion of women buying swimwear holds up well across all age groups until the 4554 benchmark, when it falls off sharply. ? 各個(gè)年齡段的女性都喜歡買泳衣，不過 4554歲會(huì)顯著下降 The implication is that massmarket clothing retailers of women39。s swimwear/beachwear need to segment their ranges carefully to appeal to a wide target audience, and have something for everyone in their offerings, rather than simply highfashion garments. 這說明泳衣沙灘衣商家需要迎合各個(gè)目標(biāo)群體的需求，而不僅限于時(shí)尚款式 The Swimwear Consumer 泳衣消費(fèi)者 The Consumer ? Women in the 55+ age groups do tend to bee less fashionconscious and may therefore retain their swimwear for use over several years, since use will be reserved solely for holidays abroad. ? 55歲以后的女性就不熱衷時(shí)尚了，因此一件泳衣會(huì)穿很多年。 ? 泳衣的購(gòu)買力與社會(huì)經(jīng)濟(jì)地位有很大聯(lián)系。見表 The Swimwear Consumer 泳衣消費(fèi)者 The Consumer ? Purchase of swimwear is strongly related to the socioeconomic status of the respondent with one quarter of men and 40% of women in group AB having bought swimwear in the preceding 12 months, pared to just 11% of men and 17% of women in group E. The Swimwear Consumer 泳衣消費(fèi)者 The Consumer ? Marital status does influence purchasing behaviour in that some 41% of single women purchased garments over the year, pared to 35% of married women: Single women clearly tend to enjoy more disposable ine to spend on items 39。for self39。, including clothing and toiletries among others. ? 結(jié)婚狀況的確影響購(gòu)買行為，相比 35%的已婚婦女， 41%的單身女性會(huì)在一年期間購(gòu)買泳衣，單身女性還會(huì)為自己花費(fèi)更多用于購(gòu)買服裝，衛(wèi)生間用品 。 Key Brands in the Swimwear Market 泳衣市場(chǎng)的主要品牌 ? The most important of these are retailer brands, in particular Mamp。S, and sports brands such as Adidas and Speedo. These three brands dominate the UK market for beachwear, while numerous smaller brands pete for niche positions. ? 最重要的是零售品牌，如瑪莎，阿迪達(dá)斯或 Speedo這樣的運(yùn)動(dòng)品牌。這三大品牌主導(dǎo)了英國(guó)沙灘裝市場(chǎng)，其他小品牌則競(jìng)爭(zhēng)其他商機(jī) ? One reason for the large number of players within the UK swimwear market is that it consists of a large number of brands from diverse backgrounds that target niche markets. ? 英國(guó)泳衣市場(chǎng)百家爭(zhēng)鳴，原因之一是存在大量背景多樣的品牌 Key Brands in the Swimwear Market 泳衣市場(chǎng)的主要品牌 ? Retailer brands 零售品牌 ? eg Mamp。S, Next, John Lewis39。 Aquatics, Primark ? Dedicated beachwear brands ? 專門沙灘衣品牌 ? eg Seafolly, Gottex, Gideon Oberson and Huit ? Sports brands 運(yùn)動(dòng)品牌 ? eg adidas, Speedo Key Brands in the Swimwear Market 泳衣市場(chǎng)的主要品牌 ? Fashion/designer brands ? 時(shí)尚設(shè)計(jì)師品牌也會(huì)提供泳衣產(chǎn)品 ? which offer swimwear as part of the range, eg Gucci, Emporio Armani, Dolce amp。 Gabbana, Gianni Versace, Polo Ralph Lauren ? Lingerie/underwear brands ? 內(nèi)衣品牌多樣化，介入沙灘裝市場(chǎng) ? that have diversified into the beachwear market, eg Agent Provocateur, Fantasie, Triumph, Cosmopolitan Speedo ? Established in Australia in 1928, Speedo claims to be the world39。s number one swimming brand and has an estimated 16% share of the UK market (2022). ? 1928年在澳大利亞創(chuàng)立， Speedo宣稱為世界第一泳衣品牌， 2022年估計(jì)占英國(guó)市場(chǎng) 16%份額 Speedo ? The pany has a reputation for product innovation in its mission to achieve the world39。s fastest swimsuit, having pioneered the first swimwear brand to produce a nylon/Lycra mix swimsuit in the 1970s. In 1996 for The Atlanta Olympics, the pany launched Aquablade, a fabric which is claimed to reduce surface resistance and, hence, increase speed through the water. ? 70年代， Speedo制作了尼龍萊卡混合泳衣， 96年亞特蘭大奧運(yùn)會(huì)時(shí)，發(fā)布 Aquablade面料，據(jù)稱，該面料可以減小阻力，從而提升水中速度 . Speedo ? Speedo39。s new Fastskin fulllength onepiece bodysuit grabbed the headlines at The 2022 Sydney Olympics. According to Speedo, its 39。Biomimetic39。 design emulates the hydrodynamic efficiency of a shark39。s skin with fabric that mimics shark skin and seaming that improves muscle coordination. The pany claims the suit offers as much as 3% improvement in speed. ? Speedo的 Fastskin連體泳裝在悉尼奧運(yùn)會(huì)風(fēng)光無限。據(jù) Speedo稱，“仿生”設(shè)計(jì)模仿鯊魚皮水力效能，提升機(jī)體協(xié)調(diào)。公司還稱，鯊魚皮泳衣可以提高 3%的速度 Speedo ? Collaboration with Comme des Gar231。ons
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