Export Marketing Survey: German Market for Textile and Clothing
Export Marketing Survey: German Market for Textile and Clothing
Export Marketing Survey: German Market for Textile and Clothing
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This Project is financed<br />
by the European Union<br />
Support to <strong>Export</strong> Promotion<br />
<strong>and</strong> Investment Attraction in<br />
the Republic of Moldova<br />
EuropeAid/126810/C/SER/MD<br />
This Project is implemented by a<br />
Consortium led by GFA<br />
Consulting Group<br />
4 MARKET ACTORS AND ENTRY<br />
The following section provides an overview of the functions of the relevant<br />
market actors in the clothing retail. Also the market access requirements –<br />
legislative <strong>and</strong> non‐legislative – are described. A list of important <strong>German</strong> market<br />
actors can be found in the annexes.<br />
4.1 Trade Channels <strong>and</strong> <strong>Market</strong> Actors<br />
The following diagram shows the trade channel structure with the different sales<br />
intermediaries. It is possible <strong>for</strong> a sales intermediary (e.g. importing<br />
manufacturer) to take over the functions of others, in order to improve<br />
competitiveness <strong>and</strong> sales margin (vertical integration).<br />
Outerwear Trade <strong>and</strong> Distribution Channels<br />
<strong>Export</strong>ing Manufacturers ‐ inside <strong>and</strong> outside EU<br />
Importing<br />
Wholesalers<br />
Importing<br />
Manufacturers<br />
Agents<br />
Importing Retailers<br />
Department<br />
Store<br />
<strong>Clothing</strong><br />
Multiples<br />
Home<br />
Shopping<br />
Buying<br />
Organisations<br />
Non‐importing Retailers<br />
Source: CBI „Outerwear <strong>Market</strong> in the EU“<br />
The functions of the different sales intermediaries between industry <strong>and</strong> retails<br />
are:<br />
Importing<br />
Wholesalers<br />
• Buying on his own account, the wholesaler takes title to the goods <strong>and</strong> is<br />
responsible <strong>for</strong> their further sale <strong>and</strong> distribution<br />
• Development of a successful working relationship between exporting<br />
manufacturers <strong>and</strong> a wholesaler or importer can lead to a high level of cooperation<br />
with regard to appropriate designs <strong>for</strong> the market, new trends,<br />
use of materials <strong>and</strong> quality requirements<br />
• Wholesalers cater both to the specialist shops <strong>and</strong> to the department<br />
stores <strong>and</strong> multiple chains<br />
• The trend of retailers to avoid pre‐ordering <strong>and</strong> rather sell from stock, is<br />
9