Women’s control underwear - Shapewear Importadores y Distribuidores
Lex van Boeckel – Searce
March 2013
“The woman is the most perfect doll that
I have dressed with delight and admiration.”
However
Nobody is perfect and...
No Body is perfect
But ...
 There are ways to hide your imperfections  by SHAPEWEAR
SHAPEWEAR IN GERMANY
•
BELLY AND WAIST SHAPERS/CLINCHERS
Ex. Corsets, pantys, girdles, high waist briefs...
•
LEGS AND PO-SHAPERS
Ex. Bottom-booster pants, pantyhoses...
•
SHAPEWEAR BRAS
Ex. Push-up bra – maximizer, minimizer...
•
MULTI-SHAPERS
Ex. Body suits, control dresses....
SHAPEWEAR IN GERMANY
CONTENTS
Market & Market segments
Trade channels
Product characteristics
Product marketing
Buyer requirements
Seasonality & Delivery
Business practice
Prices & Competitiveness
THE EU AND GERMAN MARKET
Shapewear
MARKET SIZE
– EU shapewear market € 1,076 million.
– UK, Italy, France were largest markets
– German share was 10%.
– Spain, NL, Belgium, Poland, Sweden.....
growing medium-sized EU markets.
– In 2011 German the shapewear market
€ 180 million.
– Representing 6.5% of intimates market
(total: € 2,784 million).
THE GERMAN MARKET
Shapewear
MARKET DEVELOPMENTS  FAST GROWTH SINCE 2006
– More awareness among women of all ages.
– Alternative to cosmetic surgery.
– No longer feeling ashamed.
– More variety in shapewear.
THE MARKET
Shapewear – Problem areas German consumers
PROBLEMS
– 85% shape of their belly.
– 43% shape of their waist or hips.
– 9% want to control their breasts.
MOST POPULAR PRODUCTS
– Belly  High waist briefs, panty’s
and girdles.
– Waist  Waist clinchers and body’s.
– Bum/  Maxi briefs, long panty’s,
Legs
leggings and pantyhoses
THE GERMAN MARKET
Shapewear – Market segments
CONSUMERS
–
Middle aged and older women. Shapewear
helps to wear dresses and other RTW clothing
o Every day or formal occasions
–
Younger women. Shapewear helps to hide
small defects, or to show their sensual curves.
o When wearing tight clothing
o Essential complement to their clothing wardrobe
PRODUCTS
–
Functional shapewear that controls and enhance the body. Fabrics > 200 gram/m²
–
Fashionable shapewear that sculpts and smoothens the body. Fabrics < 200 gram/m²
THE GERMAN MARKET
Shapewear
GROWING NICHES
 Bridal shapewear, e.g. body´s (breathable fabrics).
 Shapewear for specific situations, Maternity, Post-surgery.
 Sports shapewear in swimwear and fitnesswear.
 Health & Well-being e.g. for Thermal control or for
an Improved body position.
 Shapewear for men e.g. tops and undershirts.
THE MARKET
Shapewear – Trends and Colours
MARKET TRENDS
- Return to healthier and fuller figures.
- Need for Performance and Comfort.
- Functional shapewear becomes more fashionable.
- Fashionable shapewear becomes showy and sexier.
- Worn as outerwear or as lingerie.
- More expressive prints.
PREFERRED COLOURS
-
Functional shapewear white, skin tones, pink,
(light) blue, grey and black.
-
Fashionable shapewear depends on seasonal
trends with many pastel colours.
THE MARKET - SUMMER FASHION 2013
- High waist briefs
- Body suits
- Camisoles
THE MARKET
Shapewear – Forecast and Opportunities
FORECAST
– German retailers - 60% expand
range and brands.
– Shapewear is not a "fad’’.
– More competition.
OPPORTUNITIES
–
–
–
–
Flexible, breathable fabrics.
True specialisation.
Focus on niches.
Design
• belly areas,
• Using cuts/cut-outs,
• using shaping-seams.
– Organic shapewear
• Beech fibres, bamboo, silk, latex.
TRADE CHANNELS
Shapewear – Channels for Bodywear (incl. Shapewear)
IMPORTING MANUFACTURERS
- Buy direct and sell direct
- Sell to (importing) retailers
(incl. home shopping).
IMPORTING RETAILERS
- Take up 80% of the market
with dedicated manufacturers
for private labels.
IMPORTING WHOLESALERS
- Operate per Nielsen area (8)
also in Austria, CH, Eastern EU.
NON- IMPORTING RETAILERS
- Buy via traditional route
Wholesalers, agents and from
Importing manufacturers.
PRODUC CHARACTERISTICS
Shapewear – Product needs
NEED FOR BETTER QUALITY:
• Better shaping performance
• Comfortable to wear
• Easy to put the shapewear on/off
• Perfect fit - after wearing them several times
• Good design (fashionable shapewear).
– Functional shapewear should be:
• Light-weight
• Not visible.
Perfect !?  It depends on the consumer
and on what parts to control
Ask what would be best for them.
PRODUCT CHARACTERISTICS
Shapewear – Comfort & Performance
MORE COMFORT:
- Lightweight material (ease of
movement)
- Pleasant feel (softer to wear)
- Breathable material
- Anti-moisture control technology.
MORE PERFORMANCE:
- Using material of an incredible
elasticity.
- Combinations of different material
(polyamide, lycra..) and elastan.
PRODUCT CHARACTERISTICS
Shapewear – Sizes
SIZES
- The average German women is 1.68 cm tall, weights 67.5 kg.
- Standard sizes in Germany range between 36 and 46.
Most often for shapewear, the sizes S, M, L and XL are used, and
sometimes XS and 2XL, or recently 2X up to 4X.
Size
XS/S
S/M
M/L
L/2XL
New 2X/3X
New 3X/4X
Germany
USA
34/36
41-55 kg.
0-4
LBS 90 - 120
38/40
41-55 kg.
0-6
LBS 90 - 120
40/42
50-63 kg.
8-12 LBS 110-140
42/44
59-82 kg. 14-18 LBS 130-180
46/50
82-114 kg. 20-24 LBS 180-250
52/54 104-129 kg. 26-30 LBS 230-285
Cup
A-B-C
A-B-C-D
A-B-C-D-DD
A-B-C-D-DD
B-C-D-E-F
B-C-D-E-F
It is very important to point out to consumers to wear the right sizes. If the shapewear
hurts, there is definitely something wrong. Tighter shapewear is not better, it can even
be injurious!
PRODUCT MARKETING
Shapewear - Presentation
HOW TO PRESENT YOUR SHAPEWEAR?
- In addition to Colombian reputation – What is your USP?
- Special skills, material, designers, culture, music...
Express to consumers by:
- Instore material such as retail packaging, special labels,
display racks, mobiles, posters, flyers, brochures etc..
- Outdoor presentation material being more expensive
(billboards, on public transport) to increase awareness.
Express to buyers (retailers, importing manuf.) by:
- Fashionable shapewear collections in a ‘Sales Book’.
- Interrelationship of shapewear with e.g. dresses, trousers
jeans, pants, blouses, swimwear, footwear, jewellery etc.
PRODUCT MARKETING
Shapewear - Communication
THE MESSAGE
- Use short to-the-point message.
- Convincing by Problem, Solution and Testimonials
- Must be in German.
PROMOTION TOOLS
– Website of a good quality
– Advertising and publicity
– Videos (YouTube)
–
–
–
–
–
Buzz via social networking site - Funny story contest
Promotion (gift vouchers, window displays etc.)
Networking with niche retailers
Celebrities or local designers
German re-looking, re-dressing programmes.
PRODUCT MARKETING
Shapewear – Events and Trade shows
MOST IMPORTANT TRADE SHOWS.
– Wasche und mehr - for bodywear in Dortmund.
– Dessous Wallau - for bodywear in Wallau.
– CPD - the International Trade Fair for Womenswear
and Accessories in Düsseldorf.
– Munich Fabric Start, the fair for clothing fabrics.
– Specific trade shows (health & well-being, medical...).
Participate by yourself or with other parties.
Or check the sites for a list of exhibitors (potential buyers).
BUYER REQUIREMENTS
Shapewear – Requirements to enter the German market
LEGAL REQUIREMENTS
– Safe to all consumers (Direction 2001/957EC).
– Flame retardants (REACH Regulation EC 1907/2006).
– Other REACH regulations concerning the use of :
• Chemicals, Azo dyes, Organotin compounds or nonyl phenols ethoxylates.
– Liability for defective products (sale of goods act 1979).
Specifically for Germany:
• Avoid the use of disperse dyes in textiles (hazardous to health).
• Limited use of formaldehyde to make fabrics crease-resistant.
NON-LEGAL REQUIREMENTS
– The Environmental labels
– Social labels (ISO 14001)
– Private standards
BUYER REQUIREMENTS
Shapewear – Packaging and Labelling
PACKAGING
-
Functional shapewear individually packed
Fashionable - Fancy and appealing boxes
Preferably in German, or in 4 languages
In lower segment sold on racks.
Most bras are also sold on racks.
Add convenience in distribution and
Re-cycling in packaging
LABELLING
- On the article: fibre content, origin, size, washing instruction.
- Additional quality labels or small booklets
SEASONALITY & DELIVERY
Shapewear – Delivery and Trends in Buyer behaviour
DELIVERY AND TERMS
– Due to the recession smaller orders and more frequently
– Minimize the time-to-market and replenishment lead times
for seasonal fashion products.
– Typical lead-times:
• Nearby countries 8 – 10 days.
• Other continents 3 – 8 weeks.
– Usually Inco terms are used
– Payment for the first shipment is a letter of credit (L/C).
– Some retailers insist on payment after delivery (usually 30 days).
TRENDS IN BEHAVIOUR OF BUYERS  OPPORTUNITIES
 Back-up suppliers
 Reduction of reliance on China
 Sense of cooperation and a need for more transparency.
BUSINESS PRACTICE
Shapewear – Contacts with clients
CONTACTS WITH GERMAN CLIENTS
– Right contact person
– Contacts are by email, phone, skype (later SMS).
– First formal approach in person, by e-mail or by
phone.
– German is highly appreciated. But, English is
widely spoken.
Russian (2nd) in the former eastern part.
– Women in higher positions.
– Say what you think.
– Constant communication allows a sense of collaboration.
– Track the arrival of the product.
PRICES & COMPETITIVENESS
Shapewear – Prices and Price setting
Retail price of shapewear in Germany, 2012
RETAIL PRICES
Brand
Retail price
Chantelle
€ 33*
Kunert
€ 14 - 24
€ 8 - 16
Panty
Triumph
Hanro
€ 42 – 70*
€ 60
€ 14
Legging
ShaToBu
Spanx
€ 40 - 70
€ 43
- Prices of private labels are much lower.
High waist brief
PRICE SETTING AND ADJUSTMENTS
Triumph
Wolford
Hanro
€ 28 -40
€ 44-120
€ 50-150
Pro-booster
Spanx
€ 99*
Triumph
Hanro
Magic body
fashion
€ 39 - 70
€ 60
€ 25-40
Body suit
Triumph
Spanx
Hanro
€ 60 – 115*
€ 50-110*
€ 80-120
Body dress
Triumph
€ 55 – 120*
Body skirt
Triumph
€ 33*
Maidenform
Spanx
€ 40-50
€ 99*
Anita
€ 57
- Middle and upper segments are less
price sensitive.
- Willing to pay for a product/brand that
makes them look good.
- Your prices to buyers can be in FOB,
C&F or CIF.
- Import duties are between 0 and 12%.
But reduction to 0% by GSP rates.
- Note the currency risks – so adapt
your quotations!
Corsette
Panty hose
Top / Camisole
Bra push up
Bra super push up
Bra minimizer
Private label
price
€ 16 - 22
€ 22
COMPETITIVENESS
Shapewear – Competitors (Countries and Players)
MAIN SUPPLYING COUNTRIES
– EU suppliers: Hungary, Austria, Netherlands...
– Developing countries: China (all products), Indonesia (all products), Ukraine (corselet's),
Bangladesh (underwear, bras, girdles), Honduras (corselet's, girdles), Morocco (underwear,
girdles), Turkey (underwear, panty hoses, girdles), Mexico (corset's), Pakistan and Croatia.
MAIN PLAYERS
– Triumph (Swiss-owned) - combining function, innovation and style.
– Spanx (US-owned) is a true shapewear specialist combining performance
and fashionable sophistication.
– Prima Donna, an intimates and shapewear specialist.
– Anita (German-owned), a bodywear and shapewear specialist (see photo).
– Wolford, Hanro, Magic Body Fashion, Wacoal, Maidenform and Yummie-Tummie.
Growing competition with new specialised entrants. But also with swimwear,
lingerie and clothing companies/fashion houses and retailers introducing shapewear.
CONCLUSIONS
Shapewear
Fast growing market among German women of all ages who become more aware.
Obesity is still growing. The belly and waist are the main parts of the body to be controlled.
High-waist briefs, panty’s, girdles, waist clinchers and multi-shapers most in demand.
Choose your segment - Functional, Fashionable, combination – or to focus on niches.
Competition intensifies in the lower end of the market. But consumers want better quality.
Fabric technology, new product functions will be crucial for success.
Fabric innovation combined with fashion trends at an affordable price will PERFECTLY
respond to the growing demand.
 “To do better is better than to be perfect.”
TRADE CHANNELS
Shapewear – Positioning of main retailers
– Most in the lower and value
(middle) level of the market.
– Main are Hunkemöller (134)
and Triumph (108).
– Discounters Aldi (4,000) and
Lidl (3,260), mainly functional
shapewear.
– Calida Group (161 outlets)
specialised underwear retailer.
SEASONALITY & DELIVERY
Shapewear - Seasons
COLLECTIONS PER YEAR
– Functional shapewear is sold throughout the whole year and has a long lifecycle.
– Fashionable shapewear follows the spring/summer and autumn/winter seasons
of apparel.
ACTUAL SEASON
Show Season
- Spring – April, May, June
September / October
- Summer – July, August,
September
- Autumn (Fall) – October,
February / March
November, December
- Winter – January, February,
March
- Holiday (formals / Christmas/
New Year)
- Cruise / Resort (for travelling
and holidays)
Selling Season
Delivery date
August / September / January to April
October
February / March /
April
July / August /
September
June / July
October /
November /
SEASONS
– Two fashion seasons are sometimes adjusted by mid-season additions e.g. for
Valentine’s day or Christmas.
– Usual retailers’ selling out seasons are in summer (August - September) and in winter
(December through February).