欧洲服装购买行为市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

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BRANDSApparelshoppingbehaviorinEuropeCHAPTER

01OverviewRevenueoftheapparelmarketworldwidebycountryin2022(inbillionU.S.dollars)Revenueoftheapparelmarketworldwidebycountry2022RevenueinbillionU.S.dollars150050100200250300350UnitedStatesChina325.96293.92India92.49Japan74.3872.07UnitedKingdomGermanyItaly67.252.55France36.74SouthKoreaCanada36.235.16BrazilRussia28.0521.9SpainIndonesiaAustralia21.7919.4719.243Description:TheUnitedStatesisleadingtherankingbyrevenueintheapparelmarket,recording325.96billionU.S.dollars.FollowingcloselybehindisChinawith293.92billionU.S.dollars,whileAustraliaistrailingtherankingwith19.24billionU.S.dollars,resultinginadifferenceof306.72billionU.S.dollarstotherankingleader,theUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):ConsumerMarketInsightsPer-capitavolumesalesintheapparelmarketworldwide,bycountryin2022(inpieces)Per-capitavolumesalesintheapparelmarketworldwidebycountryin2022Marketvolume600204080100120HongKongNetherlandsUnitedStatesIreland107.0286.7383.0468.25CroatiaAustraliaAustria59.2459.1857.02UnitedKingdomSweden53.853.15GermanyNorway51.0850.4749.71TurkeySwitzerland47.714Description:Fromtheselectedregions,therankingbyaveragevolumepercapitaintheapparelmarketisleadbyHongKongwith107.02piecesandisfollowedbytheNetherlands(86.73pieces).Incontrast,therankingistrailedbythePhilippineswith2.57pieces,recordingadifferenceof104.45piecestoHongKong.ReadmoreNote(s):Jan1sttoDec31st2022Source(s):RevenueoftheapparelmarketinEuropefrom2018to2028,bygender(inbillionU.S.dollars)Europeanapparelmarketrevenuebygender2018-2028Women'sApparelMen'sApparelChildren'sApparel60050073.0971.9870.5269.1767.966.3864.1362.5162.22400300200100058.49167.7655.33164.78161.56158.17154.63150.67144.93141.13140.19131.71125.32287.442028276.442026282.092027264.322024270.532025257.372023247.612018241.142019239.292021225.312022213.6620205Description:From2023onwards,therevenueoftheEuropeanapparelmarketisforecasttosteadilyincreaseacrossallsegments.Thewomen'sapparelsegmentstandsoutwithsignificantlyhigherrevenues,thehighestvaluereaching287.44billionU.S.dollarsin2028.ReadmoreNote(s):EuropeSource(s):LeadingEuropeanapparelandaccessoriesretailersrankedbyworldwideretailsalesin2021(inmillionU.S.dollars)LeadingEuropeanapparelandaccessoriesretailers2021,basedonglobalsalesRetailsalesinmillionU.S.dollars010,00020,00030,00040,00050,00060,000LVMH(France)Inditex(Spain)*56,30532,567H&MHennes&MauritzAB(Sweden)*KeringS.A.(France)**23,34316,898ZalandoSE(Germany)12,24111,391JDSportsFashionPlc(UK)**HermèsInternationalSCA(France)**AdidasGroup(Germany)9,6639,662AssociatedBritishFoodsplc/Primark(UK)Deichmann(Germany)7,6506,436FrasersGroupplc(formerlySportsDirectInternationalplc)(UK)Nextplc(UK)*6,2985,9836Description:ThisstatisticdepictstheleadingEuropeanapparelandaccessoryretailers,rankedbytheirnetretailsalesworldwideinthefinancialyear2021.Inthisyear,theFrenchluxurygoodsretailerLVMHrankedhighestamongEuropeanapparelandaccessoriesretailers,withsalesworthapproximately56.3billionU.S.dollars.ReadmoreNote(s):Europe;2021Source(s):DeloitteLeadingfashionandclothingretailersinEuropein2021,basedonturnoverinEurope(inbillioneuros)Leadingfashion&clothingretailersrankedbyturnoverinEurope2021Turnoverinbillioneuros10024681214161820Inditex(Spain)H&M(Sweden)Zalando(Germany)JDSports(UK)Primark(UK)17.513.210.47.26.66.5LVMH(France)Next(UK)5.45.2C&A(Luxemburg)PepCo(UK)4.1Asos(UK)3.27Description:ThisstatisticpresentstheturnoverofleadingfashionandclothingretailersinEuropein2021.Thatyear,theSpanishcompany,Inditex,responsibleforbrandssuchasZara,BershkaandPull&Bear,producedthehighestretailturnover,at17.5billioneuros.H&M(HennesandMauritz)ofSwedengeneratedthesecondlargestturnoverat13.2billioneuros.ThiswasfollowedbyGermanfashionretailerZalando.

ReadmoreNote(s):Europe;2021Source(s):Retail-IndexCHAPTER

02SpendingTotalconsumerspendingonclothingandfootwearinEuropefrom2013to2028(inmillionU.S.dollars)TotalconsumerspendingonclothingandfootwearinEurope2013-20281,200,0001,000,000800,000600,000400,000200,000020132014201520162017201820192020202120222023202420252026202720289Description:ThetotalconsumerspendingonclothingandfootwearinEuropewasforecasttocontinuouslyincreasebetween2024and2028byintotal193billionU.S.dollars(+20.59percent).Aftertheeigthconsecutiveincreasingyear,thefashion-relatedspendingisestimatedtoreach1.1trillionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Europe;2013to2028;allvaluesareestimatesSource(s):HouseholdconsumptionexpenditureonclothingintheEuropeanUnion(27countries)from2008to2021(inmillioneuros)ConsumerspendingonclothingintheEuropeanUnion2008-2021300,000250,000200,000150,000100,00050,00002008200920102011201220132014201520162017201820192020202110/statistics/575172/clothing-consumption-expenditure-europe-eu-28ThisstatisticshowsthefinalconsumptionexpenditureofhouseholdsinEurope(EU-27)onclothing,asannualfiguresfrom2008to2021.SpendingonclothingintheEuropeanUnionincreasedin2021andamountedtoabout245.65billioneuros.ReadmoreNote(s):Europe;2008to2021Source(s):OECDShareofconsumerswhopurchasedfashionitemsfromalower-pricedretailertosavemoneyinselectedEuropeancountriesin2023,bycategoryEuropeanconsumerswhoboughtfashionfromalower-pricedretailer2023,bycategory18%17%16%14%12%10%8%14%14%11%6%4%2%0%ApparelFootwearAccessoriesJewelry11Description:Accordingtoasurveyconductedin2023,11percentofEuropeanconsumerspurchasedapparelformalower-pricedretailerthantheyusuallywouldasa'trade-down'actiontosavemoney.Anevenhigherpercentageemployedthesamemethodwhenitcametopurchasingfootwear.ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;April24toMay5,2023;5,159respondents;18yearsandolder;SampledtomatchEuropeangeneralpopulationSource(s):McKinsey&CompanyShareofconsumersbuyingasmallerquantityoffashionitemstosavemoneyinselectedEuropeancountriesin2023,bycategoryEuropeanconsumersbuyingfewerfashionproductstosavemoney2023,bycategory18%17%16%14%12%10%8%15%15%8%6%4%2%0%ApparelFootwearAccessoriesJewelry12Description:Accordingtoasurveyconductedin2023,15percentofEuropeanconsumersarebuyingasmallerquantityofapparelasa'trade-down'actiontosavemoney.Significantlyfewerconsumerswerebuyinglessfootwearinordertosavemoney.

ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;April24toMay5,2023;5,159respondents;18yearsandolder;SampledtomatchEuropeangeneralpopulationSource(s):McKinsey&CompanyShareofconsumerswhopurchasedfashionitemsfromalower-pricedbrandtosavemoneyinselectedEuropeancountriesin2023,bycategoryEuropeanconsumerswhoboughtfashionfromalower-pricedbrand2023,bycategory14%13%12%10%8%11%11%10%6%4%2%0%ApparelFootwearAccessoriesJewelry13Description:AccordingtoasurveyconductedinfiveEuropeancountriesin2023,asimilarshareofconsumersacrossallproductcategoriespurchasedfashionfromalower-pricedbrandasa'trade-down'actiontosavemoney.

ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;April24toMay5,2023;5,159respondents;18yearsandolder;SampledtomatchEuropeangeneralpopulationSource(s):McKinsey&CompanyShareofconsumerswhopurchasedfashionitemsfromaprivatelabelorstorebrandtosavemoneyinselectedEuropeancountriesin2023,bycategoryEuropeanconsumerswhoboughtfashionfromastorebrand2023,bycategory2.5%2%2.0%1.5%1.0%0.5%0.0%1%1%1%ApparelFootwearAccessoriesJewelry14Description:AccordingtoasurveyconductedinfiveEuropeancountriesin2023,anegligibleshareofconsumersacrossallproductcategoriespurchasedfashionfromastorebrandorprivatelabelasa'trade-down'actiontosavemoney.

ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;April24toMay5,2023;5,159respondents;18yearsandolder;SampledtomatchEuropeangeneralpopulationSource(s):McKinsey&CompanyShareofconsumerswhointendedtosplurgemoneyonfashioninselectedEuropeancountriesin2023,bycategoryEuropeanconsumerswithanintentiontosplurgeonfashion2023,bycategory40%34%35%30%25%20%15%10%5%25%16%0%ApparelFootwearJewelryandaccessories15Description:AccordingtoasurveyconductedinfiveEuropeancountriesin2023,overone-thirdofconsumersintendedtotreatthemselvesbyspendingtheirsaved-upmoneyonapparel.Onequartersaidthattheywouldsplurgeonfootwear.

ReadmoreNote(s):France,Germany,Italy,Spain,UnitedKingdom;April24toMay5,2023;5,159respondents;18yearsandolder;SampledtomatchEuropeangeneralpopulationSource(s):McKinsey&CompanyCHAPTER

03ShoppingbehaviorAveragevolumeofapparelitemspurchasedpercapitainEuropefrom2018to2028AveragevolumeofapparelconsumedpercapitainEurope2018to20285045.8745.884540353025201510541.5241.6741.7941.8241.8141.8141.8240.1236.9802018201920202021202220232024202520262027202817Description:TheaveragevolumeofapparelconsumedinEuropepercapitain2023wasestimatedtoberoughly41.7pieces.Thisfigurewasforecasttoremainstableoverthefollowingyears,totaling41.82in2028.Theyearwiththehighestconsumptionofappareloverthedisplayedtimeperiodwas2019.ReadmoreNote(s):EuropeSource(s):Shareofconsumerswhopurchasedfootwearin-storeintheprevious12monthsinEuropein2023,bycountryConsumerswhoboughtshoesin-storefrom2022to2023inEurope,bycountryShareofresponses30%0%10%20%40%50%60%70%RomaniaSerbia65%64%IrelandCzechiaGreeceSpainPolandItalyPortugalBelgiumFranceNorwaySweden52%52%49%49%49%48%47%47%46%45%42%18Description:Ina2023surveyacrossEurope,Portugalwasthecountrywiththehighestshareofrespondentswhosaidthattheyhadboughtshoesin-storeinthepast12months.Attheotherendofthescale,only28percentofrespondentsinSwedensaidthattheyhaddoneso.ReadmoreNote(s):April5,2022toMarch23,2023;186,889respondentsSource(s):ConsumerInsightsShareofconsumerswhopurchasedclothingin-storeintheprevious12monthsinEuropein2023,bycountryConsumerswhoboughtclothingin-storefrom2022to2023inEurope,bycountryShareofresponses30%

40%0%10%20%50%60%70%80%PortugalRomaniaIreland69%69%68%SerbiaSpain66%66%Norway65%Sweden63%Czechia60%PolandBelgiumFinland60%60%58%58%58%DenmarkUnitedKingdom19Description:Ina2023surveyacrossEurope,PortugalandRomaniawerethecountrieswherethehighestshareofrespondents(nearly70percent)saidthattheyhadboughtanarticleofclothingin-storeinthepast12months.Attheotherendofthescale,only39percentofrespondentsinSwitzerlandsaidthattheyhaddoneso.ReadmoreNote(s):April5,2022toMarch23,2023;186,889respondentsSource(s):ConsumerInsightsRevenuedistributionoffashionretailsalesinselectedEuropeancountriesin2022,bychannelFashionsalesrevenueshareinselectedEuropeancountries2022,bychannelRevenueshareOnline

Offline40%

50%0%10%20%30%53.5%45.4%41.3%37.6%35.3%60%70%80%46.5%54.6%58.7%62.4%64.7%90%100%UnitedKingdomFranceNetherlandsGermanySwedenDenmarkAustriaNorway33.6%33.6%32.9%66.4%66.4%67.1%BelgiumSwitzerlandSpain29.3%28.6%24.8%24.1%70.7%71.4%75.2%75.9%Poland20Description:AccordingtodatafromtheDigitalMarketOutlook,morethanhalf(53.5percent)ofrevenuesfromfashionretailsalesintheUnitedKingdomcamefromdigitalchannels.AmongtheEuropeancountriesincludedinthisgraph,Francerankednext,withonlinesalesaccountingfor45.4percentofallapparel,footwear,andaccessoriesrevenues.Meanwhile,inSpain,thissaleschannelcontributedtoalmostaquarter(24.8percent)ofrevenuesinthissegment.

ReadmoreNote(s):Europe;November2022;estimatesSource(s):DigitalMarketInsightsLengthoftimeconsumerskeeparticlesofclothinginselectedEuropeancountriesin2023HowlongconsumerskeepclothingitemsinselectedEuropeancountriesin2023ShareofconsumersLessthan6months20%6monthsto1year40%1to2years60%Morethan2years80%Don'tknow0%100%120%France

2%

8%15%71%74%4%GreatBritain

1%

5%14%6%Germany

3%Italy

2%9%19%63%6%7%12%22%57%21Description:Ina2023survey,themajorityofconsumersinFrance,Britain,Germany,andItalysaidthattheykeeptheirclothesformorethantwoyears.ThiswasespeciallytrueinBritain,wherealmostthreequartersofrespondentssaidtheykepttheirclothesforthislong.Italyhadthehighestshareofrespondentswhokepttheirclothesforonetotwoyears.ReadmoreNote(s):France,Germany,Italy,UnitedKingdom(GreatBritain);March2023;8,924respondents;18yearsandolder;NationallyrepresentativesampleSource(s):YouGovFashionitemswithhighestonlinereturnratesinEuropein2022FashionitemswithhighestonlinereturnratesinEurope2022Shareofpurchases0%10%20%30%40%50%60%DressSkirt54.2%47.01%45.56%BacklessslipperPumps42.46%41.97%41.91%BallerinashoePantsSandals40.71%40.7%39.24%38.45%VestJacketCoat22Description:InEurope,clothingitemshadthehighestfashionreturnratesin2022,astudyrevealed.About54percentofdresspurchasesgotreturned,whileskirtsfollowedwithroughly47percent.Beingapopularcategoryamongonlineshoppers,shoewearreachedsignificantonlinereturnrates,too.Over45percentofbacklessslippersordersweresentbackintheconsideredyear.ReadmoreNote(s):Europe;2022Source(s):YocabèCHAPTER

04SustainabilityShareofconsumerswhobelievebuyingsustainableclothingisimportantinselectedEuropeancountriesin2023ImportanceofsustainablefashiontoconsumersinselectedEuropeancountriesin2023Shareofconsumers30%0%10%20%40%50%60%70%FranceGreatBritainGermanyItaly56%54%48%59%24Description:Ina2023surveyofconsumersinFrance,Britain,Germany,andItaly,thelatterwasthecountrywiththehighestproportionofrespondentswhothoughtitwasimportanttobuysustainableclothes.Germanywastheonlycountrywhereunderhalfofrespondentsthoughtsustainableclothingwasimportant.ReadmoreNote(s):France,Germany,Italy,UnitedKingdom(GreatBritain);March2023;8,924respondents;18yearsandolder;NationallyrepresentativesampleSource(s):YouGovConsumeropinionsonwhatdefinesasustainablefashioniteminselectedEuropeancountriesin2023CriteriaconsumersconsiderdefinesustainablefashioninEuropeancountriesin2023ShareofrespondentsUnitedKingdom

Italy

Germany20%France30%0%10%40%50%50.1%60%40.6%40.4%ProtectionoftheenvironmentMaterialsused29.8%34.6%46.7%37.6%37.7%9.4%8.6%LaborconditionsinmanufacturiingPlaceofmanufacturing23.4%13.8%5.9%4.1%9.3%8.1%25Description:Ofthesurveyedcountries,France,Germany,Italy,andtheUnitedKingdom,theUKhadthehighestproportionofrespondentswhobelievedtheprotectionoftheenvironmentdefinedwhetherafashionitemissustainable.InItaly,thematerialsusedwastheleadingcriterion.ReadmoreNote(s):France,Germany,Italy,UnitedKingdom;2023;5,000respondentsSource(s):DEFI;InstitutFrançaisdelaMode;PremièreVisionConsumeropinionsonhowcompaniesshouldmanufacturefashionitemstoprotecttheenvironmentinselectedEuropeancountriesin2023Consumers'criteriaforenvironmentalprotectioninapparelmanufactureEurope2023ShareofrespondentsUnitedKingdomItalyGermany20%France30%0%

10%40%50%60%70%52%60.5%63%Nouseofchemicalswhicharetoxicfortheskin/environmentReduce/reprocesswaste57.7%56.8%56.1%48.5%47.4%53.9%51.8%LimitgreenhousegasemissionsLimitwaterconsumption37.1%47%38.5%38.7%44.1%43.9%46.4%42.3%41.8%41%Limitenergyconsumption39.4%36.7%Nomistreatmentofanimals53%38.4%38.4%31.9%29.5%32.4%Limittransport-relatedpollution26Description:TherewasbroadagreementbetweenconsumersfromFrance,Germany,Italy,andtheUnitedKingdomin2023abouthowafashionitemshouldbemanufacturedtoprotecttheenvironmentandthereforebeclassedassustainable.Themostpopularresponseinthreeofthefourcountrieswasthatafashionproductshouldbemanufacturedbyacompanythatdoesnotusechemicalswhicharetoxicfortheskinortheenvironment.TheexceptionwastheUK,wherethehighestshareof[...]

ReadmoreNote(s):France,Germany,Italy,UnitedKingdom;2023;5,000respondentsSource(s):DEFI;InstitutFrançaisdelaMode;PremièreVisionAverageannualbudgetallocatedtosustainablefashionpurchasesbyconsumersinselectedEuropeancountriesin2022(ineuros)Consumers'sustainableapparelbudgetinselectEuropeancountriesin2022250211.8204.720015010050170.7148.60FranceGermanyItalyUK27Description:Ina2023surveyofconsumersinFrance,Germany,Italy,andtheUnitedKingdom,Germanyhadthehighestaveragespendonsustainablefashionpurchasesin2022,atalmost212euros.Francehadthelowestaveragebudgetforsustainableapparel,footwear,andaccessories.ReadmoreNote(s):France,Germany,Italy,UnitedKingdom;2023;5,000respondentsSource(s):DEFI;InstitutFrançaisdelaMode;PremièreVisionShareofconsumerswhoagreethatsustainablebrandshaveabetterreputationintheirviewinselectedEuropeancountriesin2023ConsumerswhothinksustainablebrandsaremorereputableinEuropein2023Shareofconsumers0%10%20%30%40%50%60%70%80%FranceGreatBritainGermanyItaly71%66%59%69%28Description:Ina2023surveyofconsumersinFrance,Britain,Germany,andItaly,themajorityofconsumersagreedthatsustainablebrandshaveagreaterreputationintheiropinion.ThisfigurewashighestinFrance,where71percentofconsumerssaidthattheyeitherratherortotallyagreedwiththestatement.ReadmoreNote(s):France,Germany,Italy,UnitedKingdom(GreatBritain);March2023;8,924respondents;18yearsandolder;NationallyrepresentativesampleSource(s):YouGovShareofconsumerswhopurchasedsustainablefashionitemsinselectedEuropeancountriesin2022ConsumerswhopurchasedsustainableapparelinselectEuropeancountriesin2022Shareofrespondents30%0%10%20%40%50%60%FranceGermanyItaly44.9%44.9%54.4%UK42%Average46.5%29Description:Ina2023surveyofconsumersinFrance,Germany,Italy,andtheUnitedKingdom,onaverage46.5percentofconsumersacrossthefourcountriessaidthattheyhadpurchasedasustainablefashionitemin2022.Italy'stotalwasalmosteightpercenthigherthantheaverage.ReadmoreNote(s):France,Germany,Italy,UnitedKingdom;2023;5,000respondentsSource(s):DEFI;InstitutFrançaisdelaMode;PremièreVisionConsumers'intentionstoreduceclothingpurchasesforsustainabilityreasonsinselectedEuropeancountriesin2023ConsumersbuyinglessfashiontobesustainableinselectEuropeancountriesin2023ShareofconsumersItaly10%Germany15%GreatBritain20%France25%25%0%5%30%35%34%40%45%50%55%23%22%HavereducedpurchasesHaven'treducedandwon't30%48%40%24%34%16%16%Haven'treducedbutintendtosoonHaven'treducedbutbuymoresecond-hand26%11%13%22%17%30Description:Ina2023survey,overonethirdofFrenchconsumerssaidthattheyhadreducedtheirclothingpurchasesforsustainabilityreasons.Thiswasalargersharethanintheothersurveyedcountries,GreatBritain,Germany,andItaly.Incontrast,almosthalfofGermanrespondentssaidthattheyhadnointentionofreducingtheirclothingconsumption.