【正文】 Introduction to the Swimwear Market 泳衣市場的介紹 Alexandra Suhner Agenda日程 1. Swimwear Market 泳衣市場 2. The Consumer 消費者 3. Key Brands主要品牌 4. Bestsellers 熱賣品 5. Marketing and Promotion 營銷與推廣 6. Trends 趨勢 Research: Just Style and Mintel ? Please note that the images and facts in this lecture are copyright protected and cannot be used for any mercial purposes or distribution. ? 請注意：此次講座所含圖片和文字均受版權保護，不可用作任何商業(yè)目的和轉發(fā)。 The Swimwear Market 泳衣市場 Sink or swim: the swimwear market to 2022 沉沒或“游泳”： 2022前的泳衣市場 ? The fallout from the global credit crunch is likely to have an adverse effect on the clothing industry for some time. ? 全球金融危機未來還會對服裝產業(yè)產生負面影響 ? Overall, it could lower world swimwear growth between 2022 and 2022 from % to % and leave the world market at retail worth US$ rather than , according to a new report from juststyle. ? 據 juststyle的新報告顯示， 20222022年，泳衣增長預計從%降至 %，全球零售市場總額修訂為 The Swimwear Market 泳衣市場 ? This worstcase scenario, the report says, is likely to lead to a considerable reduction in the exceptionally large number of swimwear brands that exist today. ? 報告還說，糟糕的經濟可能使泳衣品牌 “ 大幅減少 Ed Hardy The Swimwear Market 泳衣市場 Retail market in 2022 2022年零售市場 ? Juststyle estimates the retail market for swimwear and beachwear in 2022 is worth US$ a % rise on the market39。s value of US$ in 2022. ? juststyle估計 2022年泳衣與沙灘裝的零售市場總額達到 億美元，較之 2022年的 % ? Within this, women39。s swimwear represents 70% of the world total value, followed by men39。s swimwear (17%), girls39。 swimwear (10%), and boys39。 swimwear (4%). ? 女式泳衣占 70%，接下來是男式泳衣（ 17%），女孩泳衣（ 10%），男孩泳衣（ 4%） The Swimwear Market 泳衣市場 ? Overall, juststyle estimates that the average world retail price for swimwear and beachwear in 2022 is US$. (up from $ in 2022) ? juststyle估計 2022年泳衣與沙灘衣全球平均零售價格為 。（ 2022年為 ） The Swimwear Market 泳衣市場 ? Why the slow growth? ? 為什么增速緩慢？ ? the current uncertain economic situation ? 現今不確定的經濟形勢 ? longterm population stagnation ? 人口增長長期滯后 ? the shift in branded manufacturing to lowercost countries. ? 品牌生產轉移至低成本國家 Marks amp。 Spencer The Swimwear Market 泳衣市場 The future market 未來市場 ? Following the Beijing Olympics last year, the next major event for swimwear will be the London Olympics in 2022. ? 繼北京奧運會后，下一個對于泳衣銷售來說最大的盛事就是 2022倫敦奧運會 ? Unit sales for 2022 will be 1,099m pieces, a growth of 41m units from 2022. ? 2022年銷量將達到 ，比 2022年增加 4100萬件 The Swimwear Market 泳衣市場 Branding diversity 品牌多樣化 ? In the developed world, brands account for between 60% and 70% of the value of the market ? 在發(fā)達國家，品牌占有率達到 6070% The Swimwear Market 泳衣市場 Branding diversity ? The variety of brands that exist, especially in Western Europe that contribute to the continuing diversity of the swimwear market. ? 品牌的多樣化，尤其在西歐，勢必造成泳衣市場的持續(xù)多樣化 Speedo The Swimwear Market 泳衣市場 The market and product future 市場與產品前景 ? Swimwear fashion in the Western world will be driven by the acceptance of swimming as a relaxing pastime for an ageing population。 ? 西方老齡化人口認為游泳是輕松的消遣方式，這種觀點促進了泳衣的銷量 ? Among the younger age group, swimwear will be worn away from the sea and the pool。? ? 年輕人即使不在海里和水池中也照樣穿泳衣 The Swimwear Market 泳衣市場 The market and product future 市場與產品前景 ? Figure supporting and enhancing fabrics will encourage older women to wear swimwear。 ? 形體支撐面料使老齡婦女熱衷泳衣 ? Inter sales growth will outstrip that of traditional retailing。? ? 網絡銷售增長超越了傳統(tǒng)零售手段 The Swimwear Market 泳衣市場 The market and product future 市場與產品前景 ? The London Olympics will create a swimwear market 39。splash39。 in 2022, as an antidote to the gloom and doom forecast for 20222022. ? 倫敦奧運會是 20222022低迷預測的一貼良劑 The Swimwear Consumer 泳衣消費者 The Consumer ? Female purchasing of swimwear shows a broad based appeal to 1554yearolds. ? 1554歲女性是主要潛在泳衣消費者 ? Perhaps surprisingly, respondents aged 3544yearsold are found to be key buyers of swimwear, denoting that t