For the first time, the EOG is able to share a more detailed picture of the value share of six sub-categories of apparel. This is the largest main category of the overall market that the research participants are operating in.
ESTIMATED VALUE SHARE OF APPAREL SUB-CATEGORIES – WHOLESALE SELL-IN
Note – figures are rounded to the nearest %
The pie chart above shows the new sub-category splits for the apparel category. The largest sub-category is outerwear top, making up approximately 42% of the apparel market. Garments within this category are primarily designed to face the elements. They are worn on top of primary, or midlayers and include hardshells, softshells and windshirts with, or without, integrated insulation.
Midlayer has been combined to include both tops and bottoms. They contribute 20% of the apparel category, with tops representing the majority of the value. Top garments are designed to be worn on top of primary layers and/or below outerwear and are normally insulation pieces such as fleeces. The sub-category includes down and synthetic filled garments and hybrid pieces.
Primary layer tops and bottoms are garments designed to be worn next to the body. Tops are the larger of the two and represent 11% of the apparel market. The sub-category includes baselayers, shirts and dresses. Primary layer bottoms represents 6% of the apparel category and includes baselayers, trousers, shorts and skirts.
The final sub-category is apparel accessories, which are generally products designed to protect from the extremities of the environment. These include items such as hats, scarfs, neck gaiters, and gloves and represent around 7% of the apparel market.
In 2013, the EOG announced a major expansion to the scale of the market research programme and a new secure online platform was successfully launched – europeanoutdoorfacts. This allowed the EOG to expand the scope of the data collected from the seven main categories to almost 50 new sub-categories, as shown in the chart below (page three). The brands that contribute to State of Trade now provide comprehensive sell-in data on this secure, confidential online platform. During 2012, the performance of these categories varied, from a growth of 3% to a decline of 4%. There were also notable variances in the performance of categories in different countries.
ESTIMATED VALUE SHARE OF PRODUCT CATEGORIES 2012 & LIST OF NEW SUB-CATEGORIES
State of Trade is the EOG’s ongoing market research project. Now in its third year, the initiative is tracking five year trends in the outdoor market, reporting wholesale sell-in Page 4 of 5
figures for products in 22 countries across Europe. Over 100 brands are currently participating in the project.
Mark Held, EOG secretary general, comments:
“The report continues to develop year on year and is a major achievement due to the ongoing efforts of both the EOG and more than 100 brands across Europe. This commitment has allowed us to make significant investment in a new secure online digital system for the 2012 report, which will provide the framework for even more sophisticated and detailed reporting each year. State of Trade is a very important project for the European outdoor industry and provides extremely valuable insights that can inform strategic business decisions. There is still time for brands, and retailers with own brands, to participate in the 2013 research, and I encourage them to do so.”
David Udberg, EOG president, adds:
“Being able to refer to hard, reliable data for business planning has never been more important. Indeed, in these particularly demanding times, such insight can make the difference between success and failure. Strategically, this data is invaluable to brands as well as to our sector as a whole when liaising with other commercial bodies and, indeed, with the politicians and civil servants who have so much influence across Europe”.
The full details of State of Trade 2012 are available only to those companies that participated in the project. The EOG will present an overview of the research findings at a free to attend event during ISPO MUNICH, from 14:00 to 15:00 on Monday 27th January. Individuals can register for a place at the event here.
Brands or retailers with own brands that are interested in participating in the EOG market research programme should contact firstname.lastname@example.org. The EOG team will be attending ISPO MUNICH and will be happy to arrange meetings in advance.