The following research report contains market research, analysis, statistics and business intelligence relating to research on Women's Swimwear Market In France.

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ABSTRACT
In 2000, French sales of women's swimwear were estimated at $ 246 million. A total of 8.2 million pieces were sold, representing approximately 20 percent of the total sportswear market.
The average price of swimsuits was $ 31 for women, $ 16 for men, and $ 11 for children. For women, one-piece swimsuits represent the majority of sales, with 55 percent of total sales.
In 2000, imports of women's swimwear were valued at $ 70 million, while exports were estimated at $ 61 million. According to industry reports, U.S. imports are expected to increase in the coming years, due to the increasing interest in "American-style" fashions, particularly those from California and Hawaii.
Manufacturers of swimsuits are constantly creating new styles and fashion trends to meet customer demands for new styles and looks. Fiber manufacturers are also creating new fabrics which are more attractive and comfortable, and of higher quality. A. MARKET HIGHLIGHTS & BEST PROSPECTS

Market Profile

According to industry specialist, the two segments of the market -- one-piece suits and two-piece suits -- have been seen a drop in sales. At the same time, consumers are now more quality-oriented, and as a result, the average price for swimwear increased by 1 percent.

According to statistics, French women buy a new swimsuit every three years. It is different for younger girls, who generally buy a new swimsuit every year. On average, women ages 35-54 purchase a swimsuit about every four years. Women aged 55 years and above purchase a swimsuit every ten years.
Women spend about $ 30 for their swimsuits, while young girls spend about $ 26. Men generally spend half the amount that women spend for swimwear.

In 1999, sales of one-piece suits registered better results than sales of two-piece suits, accounting for 55 and 44 percent of the market (in terms of volume), respectively.
The average prices were:

-- FF 194 ($ 31.5) for one-piece suits
-- FF 177 ($ 28.8) for two-piece suits

Most swimwear products, particularly two-piece suits,are bought by younger women. Women between the ages of 15 and 34 represent 49 percent of the women's swimwear market (in value). However, according to market analysts, the swimwear market is expected to change due to the rising number of aging baby boomers, and swimwear manufacturers will have to create new lines of swimwear to attract older consumers.
Best Sales Prospects

According to industry analysts, the trends for Spring/Summer 2002 are as follows:

Products: Racer-back swimsuits.
Hybrid two-pieces in asymmetric cuts.
Triangle and bandeau shapes, pleated and reversible two-pieces with uncoordinated colors.
Conservative styles, with a bandeau top in asymmetric styles.
2-piece top with the mini skirt and large sun hat.
Seamless swimwear in a sport lingerie style.
One or two-pieces with photo prints.
A jeanswear style with unique and original prints.
Sexy swimwear with tiny gold chains.
Two-pieces and after beach outfits.

Fabrics: Jersey.
Stretch cotton or cotton voile.
A mix of shiny and matte base fabrics.
Fine stretch plain weaves or lacquered, satiny jersey bases.
Matt or glossy jersey.
Combination of neoprene and jersey.
Wet look and luster aspects.
Patchwork of iridescent fabrics, hologram effects, and giant mesh bases.
Matte jersey knits.

Colors: White.
Black and white.
Combination of pink-orange.
Skin tones.
Solid colors.
Contrast play with sepia tones and bight hues.
A range of 3 precious gold tones (brass, pewter, and platinum).

Prints: Inspired by techno sport.
Fresh, flower prints.
Childish inspiration with naive prints.
Hawaiian style.
A far-west inspiration

Details: Giant flowers supple in transparent plastic for appliques.
Pleats.
Wide stretch braiding with perforated details
Straps with leaves as ornament.
AppliquŽs flowers on the hips.
Thermo-bonded gold sequins B. COMPETITIVE ANALYSIS

Characteristics of women's swimwear

Major fiber manufacturers are working on the textiles of the future, which should combine the following characteristics:

- Seductive sense, with bright and shiny fabrics;
- Vitality, with dynamic, and shape-enhancing fabrics;
- Opacity of the fabric, for a new generation of white swimsuits that 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 swimsuit 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 "love of life," which influences their fashion preferences, expressing both their sensuality and femininity.
Choice

American companies need to be able to offer a wide variety of products, designed to suit the customers' age groups, choice of color and shape.

Credit/delivery terms

Another important factor is the ability to offer credit terms and reordering services similar to those of French competitors. This is one of the main ways American companies can increase their clientele. An additional advantage, in terms of meeting short-term delivery requirements, would be to have adequate warehousing or logistics facilities in Europe.
Price

Price is also a key factor. If prices are competitive, American manufacturers will be able to penetrate the French market. In this regard, one strategy American companies may wish to use to increase profitability is to make products available to the consumer through mail-order.
Domestic Production

The swimwear market accounts for approximately 20 percent of the total sportswear market.
In 2000, French exports of women's swimwear were valued at $ 70 million. French companies continue to be among the industry leaders by creating new lines of products for both the local and export markets. Currently, a production cost-cutting strategy of several French companies has been to establish manufacturing facilities in countries such as Tunisia, Morocco, Portugal, Turkey, and more recently in Eastern Europe, where labor costs are lower.
Imports

In 2000, women's swimwear imports to France were valued at $ 61 million. Tunisia held the dominant share of the market (26.8 percent of total imports), followed by China (15 percent), Italy (9 percent), Spain (6 percent), Thailand (4 percent) and Morocco (4 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. C. END-USER ANALYSIS

While athletic swimsuits have been popular in France for several years now, the average French woman still prefers a touch of the exotic and the original in her swimwear. This explains why swimsuits with vivid colors and original shapes are expected to be successful in the coming season.

In order to meet current consumer tastes, manufacturers are developing new and innovative styles of swimsuits with vivid colors such as turquoise, lemon yellow, orange, fuchsia and green.
The most important selection criteria for women are price, brand, shape, color, and fabric.
D. MARKET ACCESS

Import Climate

French importers pay VAT (Value-Added-Tax) at the rate of 19.6 percent of the CIF (Cost-Insurance-Freight) value on imported goods, as do all domestic manufacturers of swimwear. Importers also pay customs duties of 14 percent when declaring goods through customs (the usual duty on apparel imports). There are no quotas on imports of apparel goods manufactured in the United States. However, there are some labeling requirements which must be met. Fabric content with the percentage of the different fibers composing the final product is mandatory on the apparel product labels.
Care, size, origin, and washing instructions are not mandatory. However, if they are included they must be indicated in French. Symbols may be used, but only with the agreement of the French Committee for Fabric Care Labels (Comite Francais de l'Etiquetage Pour l'Entretien des Textiles - COFRET).

The country of origin is not mandatory on the label. However, the exporter must be able to present a certificate of origin to customs authorities. The certificate of origin should correspond directly to the label on the piece of apparel (i.e., if the certificate of origin indicates that products come from the United States, the label must state "made in U.S.A").

Distribution/Business Practices

Sporting goods stores and hypermarkets account for 55.9 percent of the market share in terms of volume, but only 52.3 percent in terms of value. Smaller specialized retailers with a good price/quality ratio have increased in recent years their market share (in terms of value).

Distribution networks in 1999 in value and volume terms
In value In volume
Sporting goods stores & specialized chains 29.0% 34.9%
Independent stores 26.9% 17.4%
Mail order houses 13.6% 14.0%
Hypermarkets 6.5% 9.9%
Other chain stores 9.9% 9.5%
High-end and mid-range department stores 7.5% 4.1%
Outdoor markets 1.9% 4.5%
Average price of swimsuits by distribution network

High-end and mid-range department stores: $ 54.6
Independent stores: $ 46.3
Other chain stores: $ 31.0
Mail order houses: $ 29.3
Sporting goods stores and specialized chains: $ 25.0
Hypermarkets/supermarkets: $ 19.8
Outdoor markets: $ 12.8

Most sales of swimsuits are made during the months of June and July.
Internet sales are expected to gain market share in the years to come, as Internet shopping seems to be growing every year.

Distribution

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 within 90 to 120 days.

-- Agents and distributors

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 and clients, as well as related sales information. The manufacturer may purchase this information from the agent, but it is often expensive. Lastly, the manufacturer often owes 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 as much as a 40 percent markup to cover commissions, credit risks, 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 has new technology or design. A distributor has many of the same legal protections as an agent. If termination occurs prior to contract expiration,the usual termination cost is equals to 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 that is completely compatible with the American company's goals and objectives.

-- Establishing a subsidiary

Establishing a subsidiary offers several advantages to the manufacturer: more control over distribution practices; the ability to adapt quickly to evolving market needs; more direct influence over the training of personnel; and the ability to monitor the unauthorized dissemination of technology for which the U.S. firm holds a patent. At the same time, a subsidiary involves a much greater financial investment and the need to maintain assets and employees in a foreign country.
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 2002 Frequency: Annual Contact: FŽdŽration de la Maille
(Knitting Trade Association)
37-39, rue de Neuilly
92110 Clichy
Tel: (33-1) 47.56.32.32
Fax: (33-1) 47.56.32.99
Mr. Jehan Quettier, Director
Ms. Claire Jonathan, Product Manager
Lyon Mode City is now considered as one of the leading European show for swimwear. The last Lyon Mode City trade show presented 960 international brands and welcomed 18,000 international visitors. Lyon Mode City is mainly designed for retailers, distributors, agents, department stores buyers, and specialized chain store buyers.

The U.S. Department of Commerce organizes each year a U.S. pavilion at Lyon Mode City, the first week of September. For more information on U.S. government initiatives to promote swimwear, please contact:

Pamela Kirkland
International Trade Specialist
U.S. Department of Commerce
International Trade Administration
14th & Constitution avenue, N.W.
Washington D.C. 20230
Tel:(202) 482-3587
Fax:(202) 482-2859
E-mail: pamela_kirkland@ita.doc.gov

The U.S. Commercial Service Office at the U.S. Embassy in Paris supports the U.S. exhibitors at Lyon Mode City. In addition, in provides a wide range of market research, market promotion and matchmaking services to American companies wishing to enter the French market. For information on these services, please contact:

Caroline de Villoutreys
U.S. Embassy
Commercial Service
2, avenue Gabriel
75008 Paris
France
Tel: (33-1) 43.12.26.98
Fax: (33-1)43.12.21.72
E-mail: Caroline.de.Villoutreys@mail.doc.gov
www.amb-usa.fr/fcs/fcs.htm

INTERNATIONAL COPYRIGHT, U.S. & FOREIGN COMMERCIAL SERVICE AND U.S. DEPARTMENT OF STATE, 2001. ALL RIGHTS RESERVED OUTSIDE OF THE UNITED STATES.

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
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