The following research report contains market research, analysis, statistics and business intelligence relating to research on Swimwear Industry In France.

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ABSTRACT
In 1998, French sales of women's swimwear were estimated at
USD 393.4 million. A total of 19.5 million pieces were sold,
representing approximately 20 percent of the volume of the total
sportswear market.

The average price of swimsuits is estimated at USD 29.5 for
women, USD 15.57 for men, and USD 10.5 for children. For women,
one-piece swimsuits represent the majority, with 55 percent of
total sales. However, sales of two-piece swimsuits have
increased by 13 percent.

In 1998, imports for women's swimwear were valued at USD 87.2
million, while exports were estimated at USD 68.6 million.
According to analysts, U.S. imports are expected to increase in
the coming years, due to the increasing interest in American
fashion, particularly Californian and Hawaiian styles.

Manufacturers of swimsuits are constantly creating new styles and
fashion trends to meet high customer demands. Fiber
manufacturers are also creating new fabrics which are more
attractive and comfortable, and of prime quality.


A. MARKET HIGHLIGHTS & BEST PROSPECTS

* Market Profile

According to statistics, French women around the age of 35 buy a
new swimsuit every three years. It is different for young girls,
who generally buy a new swimsuit every year. However, women aged
between 35-54 years purchase a swimsuit every four years. Women
aged 55 years and above purchase a swimsuit every ten years.

Women, approximately 35 years of age, dedicate about USD 34.4 for
their swimsuit, while young girls spend about USD 29.6. Men,
generally spend half the amount that women spend for their
purchases.

The market distribution of swimwear was divided as follows in
1998:

In value In volume
WOMEN 63% 43%
MEN 14% 18%
CHILDREN 23% 39%

In 1998, sales of two-piece suits registered better results than
sales of one-piece suits, representing 55 and 36 percent
respectively, in terms of volume.

The average prices were:
- FF 162 (USD 28.40) for one-piece suits
- FF 164 (USD 28.70) for two-piece suits
* Statistical Data

(in USD Millions)

1998 1999* 2000* Projected
Avg. Annual
Growth Rate
For following
2 years


Import Market 87.2 89.8* 92.5* 3

Local Production 393.4 401.2* 409.2* 2

Exports 68.6 71.3* 74.1* 4

Total market 412.0 419.7* 427.6* 2

Imports from U.S. 0.87 0.89* 0.92* 2

Exchange Rates: 5.7 5.7 5.7

Inflation Rate Assumed: 3%

* Estimated figures

1998 Import Market Shares:
Tunisia: 25%; China: 23%; Italy: 7%; Spain: 6%; Morocco: 6%;
United States: 1%.

Sources: - French Customs Offices
23, rue de l'Universite
75007 Paris
Tel: (33-1) 40.24.65.10 - Fax: (33-1) 40.24.65.30
- Publication of Economic and Statistical Data for the Textile
Industry (C.T.C.O.E.)
37/39, rue de Neuilly - BP 249
92113 Clichy Cedex
Tel: (33-1) 47.56.30.30 - Fax: (33-1)47.56.30.16

Please note that the following customs product codes covering
women's and girls swimwear were taken into consideration:
611241:10-90; 611249:10-90; 621112

Receptivity code (1-5): 4
Range: 5 (extremely receptive) to 1 (not receptive)

American swimwear companies are expected to gain a greater
percentage of market-share within the next few years due to high
acceptance of the American style in France.

* Best Sales Prospects

According to industry analysts, the trends for Spring/Summer 2000
are as follows:

Products:
- Tube line for one, two-piece suits.
- One or two piece suits which combine the fitted and puffy.
- Two uncoordinated pieces, novelty tops and pure, simple bottom.
- Childlike bloomers, apron-inspired racing suits, and strapless
bustiers.

Fabrics:
- Fine and supple, mostly solid. Transparent, pearly, iridescent
stretch voile.
- Classic and smooth combined with technical looks.
- Pearlized textures, mock solid, waffled jerseys.
- Mini honeycomb.

Prints:
- Blured, light prints, inspired by water.
- Light watercolored florals.

Colors:
- Elegant, sophisticated blues: Sky blue, pearl grey and parma.
- Elegant darks and amber.
- Sunny yellows.

Details:
- Narrow zippers, small, brushed metal clips, drawstring ties
with blockers, narrow straps.
- Wide flat elastics printed with simple messages, wide velcro
tabs on little panties, wrap belts with metal buckles, kangaroo
pockets.
- Bowed backs, ultra-narrow ties.


B. COMPETITIVE ANALYSIS

Major fiber manufacturers are working on "textiles of the
future," combining the following characteristics:

- Seduction, with bright and shiny fabrics;
- Vitality, with dynamic, molding, and shape-enhancing fabrics;
- Opacity of the fabric - the new generation of white swimsuits
will remain extremely opaque even when wet;
- Tanning fabrics with a protective filtering agent
based on the addition of UVB and UVC blocks to the fabric;
- Stain-resistant finishings for swimsuits fabrics.

Advertising: a key factor in establishing brand recognition in
France is an adequate advertising budget. This will enable the
foreign company to promote its image while reinforcing its market
position. Most importantly, new products should be aggressively
marketed to appeal to French women's inherent "passion for
living," which influences their fashion preferences, expressing
both their sensuality and femininity.

Choice: American companies must offer a wide variety of products,
designed to suit the customer's age group, choice of color and
shape.

Credit/delivery terms: another important factor is the ability to
offer credit terms and reorder services similar to those of
French competitors. This is one of the ways American companies
can increase their clientele. An additional advantage, in terms
of meeting short-term delivery requirements, would be to have
adequate warehouse facilities in Europe.

Price: price is also one of the key factors. If prices are
competitive, American manufacturers will be able to penetrate the
French market. In addition, one strategy American companies may
offer to increase profitability, is to make products more readily
available via mail-order directly to the consumer.

* Domestic Production

The swimwear market accounts for approximately 20 percent of the
total sportswear market(12,703 million pieces produced).

In 1998, France exported its production mainly to the following
countries:

- Tunisia: 23 percent
- Germany: 16 percent
- Spain: 12 percent
- Belgium: 10 percent
- Italy: 7 percent


In 1998, French exports of women's swimwear were valued at
USD 68.6 million. French companies continue to be among the
industry leaders by creating new lines of products, for local and
export markets. Currently, one of the cost-control mechanisms
being used by several French companies is to install
manufacturing facilities in countries such as Tunisia, Morocco,
Portugal, Turkey, and more recently in Eastern Europe, where
labor costs are lower.

* 3rd-Country Imports

In 1998, women's swimwear imports to France were valued at
USD 87.2 million. Tunisia held the dominant share of the market
(25 percent of total imports), followed by China (23 percent),
Italy (7%), Morocco (7 percent), and Spain (6 percent).

Since some French companies have recently set up manufacturing
facilities in Eastern Europe, imports from these countries are
expected to increase in the near future.

* U.S. Market Position

In 1998, U.S. imports represented 1 percent of the total import
market. According to market analysts, American companies are
expected to increase market share in the coming years. French
people are strongly influenced by American trends and lifestyle
presented on television, particularly Hawaiian and Californian
styles.


C. END-USER ANALYSIS

Athletic swimsuits have been popular in France for several years,
but the average woman enjoys a touch of exotism and originality.
This explains why swimsuits with vivid colors and original shapes
are expected to be successful for the next season.

In order to meet consumers' requirements, manufacturers innovate
new styles of swimsuits inspired from ready-to-wear with vivid
colors such as turquoise, lemon yellow, orange, fuchsia and
green.

The most important selection criteria for women are as follows:

- Price
- Brand
- Shape
- Color
- Fabric


D. MARKET ACCESS

* Import Climate

French importers pay VAT (Value-Added-Tax) at the rate of 20.6
percent of the CIF (Cost-Insurance-Freight) value on imported
goods. They also pay customs duties of 14 percent when declaring
goods through customs. There are no quotas on imports of apparel
goods manufactured in the United States.

* Distribution/Business Practices
Sporting good stores and hypermarkets have more than the half of
the market volume (55%), but their market share in value is less
high (45%). Retailers, with a good price/quality ratio, have
extended their market share.

Distribution networks in 1998 in terms of purchases:

In Value In Volume
Sporting good stores: 28% 28%
Retailers: 20% 10%
Hypermarkets: 18% 27% Mail-order
houses: 12% 11%
Specialized chains: 11% 14%
Department stores and popular stores: 6% 3%
Other chains: 5% 7%

Average price per distribution network:
Retailers: USD 42.10
Department stores/popular stores: USD 33.10
Sporting good stores: USD 30.30
Other chains: USD 28.60
Mail order houses: USD 26.30
Markets: USD 24.90
Specialized chains: USD 23.30
Hypermarkets: USD 19.30

Most sales of swimsuits are made during the months of June and
July.

The Commercial Service (CS) of the U.S. Embassy in Paris offers
effective means for U.S. firms to enter the French swimwear
market (in particular the Gold Key Service, which for a nominal
fee, provides scheduled appointments with qualified and
preselected potential agents, distributors, joint venture
partners, and other French firms). This can help ensure the
successful introduction of an American firm's product in France.
CS Trade Specialists accompany American Gold Key business
visitors to meetings and help in the analysis of their results
and in developing a campaign to maximize market opportunities in
France. For details on this and other CS programs that can help
your firm in understanding, entering, and succeeding in this
market, contact the Minister Counselor for Commercial Affairs,
U.S. Embassy Paris, APO AE 09777, or the U.S. Department of
Commerce Export Assistance Center nearest you in the United
States.

* Financing

In France, distributor margins vary between 30 and 35 percent
depending on the service provided, whereas an agent or
representative's commission usually runs between 10 and 15
percent. French swimwear distributors usually pay for their
orders in 90 to 120 days.

An agent works with retailers and end-users to promote the
company's products. An agent's commission for swimwear is
usually about 10 to 15 percent, and agents will frequently
request exclusive representation. Agents are protected by a
number of laws in France. If an American manufacturer of
swimwear wishes to terminate his business relationship with his
agent prior to the expiration of the contract, the agent must
first be contacted and given the opportunity to improve his
performance. If the U.S. manufacturer still wishes to end the
relationship after these steps have been followed, the agent has
the right to retain the names of all contacts, clients, and
related sales information. The manufacturer may purchase this
information from the agent, but it is often expensive. Lastly,
the manufacturer may often owe the agent a severance payment
ranging from one to two years of the agent's anticipated future
commissions.

A distributor purchases products from the U.S. manufacturer, then
adds a 30 to as much as a 40 percent markup to cover commissions,
credit risk, after-sales service, and the cost of carrying a
local inventory to meet small orders. Value-Added Tax (VAT) and
tariffs are normally paid by the distributor. French
distributors also often request exclusive contracts. Many U.S.
companies use a distributor when introducing a product which
employs a new technology or design. The distributor shares much
of the same legal protection as the agent. If termination occurs
prior to contract expiration, the usual termination equals the
value of the distributor's expected profit margin over a two-year
period. Furthermore, a distributor representing a U.S. company
in France controls the product's marketing strategy and image.
The distributor is also not obliged to communicate market
research information to the U.S. manufacturer. It is therefore
important to select a distributor who is completely in tune with
the American company's goals and objectives

Establishing a subsidiary offers several advantages to the
manufacturer: more control over its distribution practices; the
ability to adapt quickly to evolving needs of the market; more
direct influence over the training of personnel, and control over
unauthorized dissemination of technology for which the U.S. firm
holds a patent. However, a subsidiary involves a much greater
financial investment and the responsibility of maintaining assets
and employees in a foreign country.

* Key Contacts

Trade Associations:

Federation des Industries de la Maille
(French Trade Association for Knitting products)
37-39, rue de Neuilly
92110 Clichy
Tel: (33-1) 47.56.32.32
Fax: (33-1) 47.56.32.99

Union des Industries Textiles
(French textile Industry and Apparel Trade Association)
37-39, rue de Neuilly
92110 Clichy
Tel: (33-1) 47.56.31.33
Fax: (33-1) 47.30.25.28

Trade Magazines:

JOURNAL DU TEXTILE
61, rue de Malte
75541 Paris cedex 11
Tel: (33-1) 43.57.21.89
Fax: (33-1) 47.00.08.35

L'INDUSTRIE TEXTILE
16, rue Ballu
75311 Paris cedex 09
Tel: (33-1) 48.74.15.96
Fax: (33-1) 48.74.01.89

SPORT PREMIERE
3, rue de Teheran
75008 Paris
Tel:(33-1) 42.89.41.04
Fax:(33-1) 45.61.12.00

Additional contacts:

Centre de Renseignement des Douanes
(Customs Information Center)
8, rue de la Tour des Dames
75009 Paris
Tel: (33-1) 55.04.65.20
Fax: (33-1) 55.04.65.30

Centre Textile de Conjoncture et d'Observation Economique - CTCOE
(Publication of Economic and Statistical Data for the Textile
Industry)
37/39, rue de Neuilly
BP 249
92113 Clichy Cedex
Tel: (33-1) 47.56.30.30
Fax: (33-1) 47.56.30.16


Department Store Buyers:

Galeries Lafayettes
40, boulevard Haussmann
75009 Paris
Tel: (33-1) 42.82.34.56
Fax: (33-1) 48.78.25.19
Buyer for swimwear: Mrs. Caroline Dufour

Printemps
102, rue de Provence
75009 Paris
Tel: (33-1) 42.82.50.00
Fax: (33-1) 42.82.50.05
Buyer for swimwear: Mrs. Millot Yasna

Au Bon Marche
5, rue de Babylone
75006 Paris
Tel: (33-1) 44.39.80.00
Fax: (33-1) 44.39.80.50
Buyer for swimwear: Mrs. Charlotte Lallemand
Tel: (33-1)44.39.81.79
Fax: (33-1)44.39.80.86

Bazar de l'Hotel de Ville (BHV)
55, rue de la Verrerie
75004 Paris
Tel: (33-1) 42.74.90.00
Fax: (33-1) 42.74.96.79
Buyer for swimwear: Mrs. Moilier

Samaritaine
19, rue de la Monnaie
75001 Paris
Tel: (33-1) 40.41.20.20
Fax: (33-1) 40.41.28.28
Buyer for swimwear: Mrs. Girard


Mail-order House Buyers:

La Redoute
57, rue Blanchemaille
59100 Roubaix
Tel: (33-3) 20.69.60.00
Fax: (33-3) 20.24.03.37
Buyers for swimwear: Mrs. Brigitte Lefebvre
Mrs. Danielle Gullem
Mr. Christophe Gaigneux (responsible)
Tel: (33-3) 20.69.34.14

Les Trois Suisses
12, rue de la Centenaire
59170 Croix
Tel: (33-3) 20.20.30.30
Fax: (33-3) 20.20.30.50
Buyer for swimwear: Mrs. Beatrice Van Meirhaeghe

Quelle
445, boulevard Gambetta
59200 Tourcoing
Tel: (33-3) 20.11.48.00
Fax: (33-3) 20.11.48.10
Buyer for swimwear: Mrs. Beal

Blanche Porte
2, rue de la Blanche Porte
59200 Tourcoing
Tel: (33-3) 20.28.20.28
Fax: (33-3) 20.28.20.05
Buyer for swimwear: Mrs. Pateau

Camif
Trevins de Chauvray
79045 Niort
Tel: (33-5)49.34.50.50
Fax: (33-5)49.34.57.77
Buyer for swimwear: Mrs. Fabienne Tinsq (sport's wear)


* Trade Promotion Opportunities

Every year an international lingerie and swimwear exhibition
(Lyon Mode City) is held in Lyon, central France, the first week
of September.

Name: Lyon Mode City
Location: Eurexpo - Lyon fairgrounds
Dates: September 4-6, 1999
Frequency: Annual
Contact: Federation de la Maille
(Knitting Trade Association)
37-39, rue de Neuilly
92110 Clichy
Tel: (33-1) 46.57.32.32
Fax: (33-1) 45.79.25.85
Mr. Jehan Quettier, Director
Ms. Claire Jonathan, Product Manager

The U.S. Department of Commerce has organized a U.S. pavilion at
Lyon Mode City, September 4-6, 1999. For more information on
U.S. government initiatives to promote lingerie and swimwear,
please contact:

Maura Kim
International Trade Specialist
U.S. Department of Commerce
International Trade Administration
14th & Constitution avenue, N.W.
Washington D.C. 20230
Tel:(202) 482-4324
Fax:(202) 482-2859

In 1998, the last Lyon Mode City trade show presented 753
collections and welcomed 16,251 international visitors divided as
follows:

- Europe: 72.0%
- United States: 10.0%
- Asia: 10.0%
- Middle East: 3.7%
- Africa: 3.0%

Lyon Mode City is mainly designed for retailers, distributors,
agents, department stores buyers, mail order buyers, specialized
chain store buyers, and manufacturers of lingerie and swimwear.

Lyon Mode City is now considered as one of the leading European
shows for the swimwear and lingerie industry.

DISCLAIMER
Information in this report relies on sources including Government Publications, Opinions of industry experts and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. All prices subject to change without notice.

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Published: 2006 August
Market: Womens
Region: France
Industry: Apparel
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