Outerwear. - Business Location Switzerland

Table 69: Turnover of outerwear clothing by gender, 2004 and 2008
109 l Outerwear 2010
2004 2006 2008 2009* CAGR 04-09
Women‘s outerwear 22.61 24.14 24.89 24.19 1.4%
Men’s outerwear 13.33 13.93 14.51 14.06 1.1%
Children’s outerwear 6.64 7.05 7.31 7.10 1.3%
Total outerwear 42.58 45.12 46.71 45.35 1.3%
Total others 5.64 5.50 5.79 5.68 0.1%
Total clothing 48.22 50.62 52.50 51.03 1.1%
Source: Analysis based on Eurostat and Euromonitor – Note: *forecast
7.2.5 Consumer behaviour
7.2.5.1 Consumer preferences
British women are fashion-conscious and stylish. This leads to an
interest in and desire for new and innovative styles of clothing. The
influence of media, especially magazines, TV and Internet, make
consumers more conscious of the latest fashion trends and prices,
so they are better informed to make a choice than before.
Recent years have seen a trend towards purchasing casual wear
for the office and leisurewear for home, and away from buying
formal wear.
The children’s clothing market is strongly shaped by adult fashion,
with some styles being miniaturised versions of adult ranges. Meanwhile
youth styles and fashions are opening up a new children’s
niche, with its own characteristics and inspirations. Influences on
children’s fashion from the sports world and the entertainment
sector will continue, even from an increasingly young age.
Although formal wear is more and more substituted by casual
wear, as in other European countries, the UK is still the country
with the highest market share of formal wear. As the table below
shows, the share of formal clothing is at a comparatively high level
of 39% for women and 38% for men. In this context, it should also
be mentioned that in the segment of children‘s clothing, formal
wear is also strong because of the use of school uniforms in Great
Britain.
Casual wear and basic leisurewear in particular have - compared
to other European countries - lesser but increasing importance
among British consumers.
Table 70: Share of outerwear by gender and type, 2004 and 2008
Women Men Children
2004 2008 2004 2008 2004 2008
Formal 40% 39% 39% 38% 19% 18%
Casual 37% 38% 33% 34% 69% 70%
Leisure 17% 18% 21% 21% -* -*
Active sports 6% 5% 7% 7% 12% 12%
Total 100% 100% 100% 100% 100% 100%
Source: Analysis based on Eurostat and Euromonitor – Note: *Included in casual wear