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

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ABSTRACT
In 1999, French sales of women's swimwear were estimated at USD 247 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 estimated at USD 31 for women, USD 16 for men, and USD 11 for children. For women, one-piece swimsuits represent the majority of sales, with 55 percent of total sales. However, sales of one-piece swimsuits decreased by 2 percent in 1999, while sales of two-piece swimsuits decreased by 13 percent during the same period.
In 1999, imports for women's swimwear were valued at USD 70.3 million, while exports were estimated at USD 61.9 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 California and Hawaii styles.
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, as well as high quality.
A. MARKET HIGHLIGHTS & BEST PROSPECTS

* Market Profile

The year 1999 has not been a very good for swimsuits sales, since the consumption decreased by 1.9 percent in volume compared with 1998. Both segments of the market (one-piece suits and two-piece suits) have been affected by this drop. 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 young girls, who generally buy a new swimsuit every year. However, women aged between 35-54 years purchase a swimsuit about every four years. Women aged 55 years and above purchase a swimsuit every ten years.
Women spend about USD 30 for their swimsuits, while young girls spend about USD 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 (USD 31.5) for one-piece suits
- FF 177 (USD 28.8) for two-piece suits

Most swimwear products, particularly two-piece suits,are bought by young women. Women between the ages of 15 and 34 years 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 people, and swimwear manufacturers will have to create new lines of swimwear to attract older consumers.
* Statistical Data

(in USD Millions)

1998 1999 2000 * Projected Avg. Annual Growth Rate for following 2 years
Import Market 87.2 70.3 72.4* 3
Local Production 374.8* 238.6* 243.3 * 2
Exports 68.6 61.9 63.7* 4
Total market 393.4 247.0 252.0* 3
Imports from the U.S. 0.66 0.77 0.99* 2
Exchange Rates 6.0 6.15 7.0

Inflation Rate Assumed: 3%

* Estimated figures
1999 Import Market Shares:
Tunisia: 26.7%; China: 14.7%; Italy: 9%; Spain: 5%; Thailand: 4.16% Morocco: 3.17%; United States: 0.77%.
Sources: - French Customs Offices
23, rue de l'Universitˇ
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 for women's and girls swimwear were used: 611241; 611249; 621112 Receptivity code (1-5): 4

Range: 5 (extremely receptive) to 1 (not receptive)

* Best Sales Prospects

According to industry analysts, the trends for Spring/Summer 2001 are as follows:

Products: High-cut one-piece with covered bust.
Bikinis and beach tops with their coordinating bottoms.
Fabrics: Matte woven and stretch voile bases.
Print knit fabrics and fluid jersey for tunics.
Stretch cotton, cotton voile.
Extensible toile, and sateen jersey. Honeycomb fabrics with thick stretch satin and
dense mesh knits.
Matte jersey knits.

Colors: Skin-tone naturals with a touch of white.
White and amber tones associated with white and beige.
Brown tones associated with pink, beige.
Blue and pink.
Opaque white with cold tones (blue, mauve, and lemon).

Prints: Irregular stripes, flowers.
Geographic patterns.
Tiny floral prints to mix with stripes or checks.
Very pale stripes.
Embroidered shells and sea-stars.
Stripes in diagonal with solid colors for contrasting inlays. All sorts of colored stripes and madras checks mixed together. Geometric prints.
Dots, vegetation prints.
Mix of checks and stripes.
Hawaiian style (tropical flowers).

B. COMPETITIVE ANALYSIS

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

- Seduction, 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 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 main ways American companies can increase their clientele. An additional advantage, in terms of meeting short-term delivery requirements, would be to have adequate warehouse or logistics facilities in Europe.
Price: pricing 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 directly to the consumer available via mail-order.
* Domestic Production

The swimwear market accounts for approximately 20 percent of the total sportswear market.
In 1999, French exports of women's swimwear were valued at
USD 61.9 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.
* 3rd-Country Imports

In 1999, women's swimwear imports to France were valued at
USD 70.2 million. Tunisia held the dominant share of the market (26.7 percent of total imports), followed by China (14.7 percent), Italy (9%), Spain (5 percent), Thailand (4.16 percent) and Morocco (3.17).

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 1999, U.S. imports represented 0.77 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 lifestyles as represented on television, particularly the Hawaii and California styles.
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 exoticism and originality 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 as follows:

- Price
- Brand
- Shape
- Color
- 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. They also pay customs duties of 14 percent when declaring goods through customs (the usual duty of apparel imports). There are no quotas on imports of apparel goods manufactured in the United States.

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), which can be contacted as follows:
37, rue de Neuilly
92113 Clichy Cedex
Tel: (33-1) 47.56.31.80
Fax: (33-1) 47.30.27.09
Contact: Nathalie Gamet

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: USD 54.6
Independent stores: USD 46.3
Other chain stores: USD 31.0
Mail order houses: USD 29.3
Sporting goods stores and specialized chains: USD 25.0
Hypermarkets/supermarkets: USD 19.8
Outdoor markets: USD 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 offers some advantages to the female consumers.

* 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 within 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 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 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.
* U.S. Department of Commerce services to U.S. exporters of swimwear:

The Commercial Service (CS) office of the U.S. Embassy in Paris offers cost-effective way for U.S. firms to enter the French swimwear market (in particular the Gold Key Service,which for a nominal small 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 counsel American firms and accompany them 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 the company in understanding, entering, and succeeding in the French 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.
* Key Contacts

Trade Associations:

Fˇdˇration 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, rueBallu
75311 Paris cedex 09
Tel: (33-1) 48.74.15.96
Fax: (33-1) 48.74.01.89

SPORT PREMIERE
3, rue de Tˇhˇran
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 Lafayette
40, boulevard Haussmann 75009 Paris Tel: (33-1) 42.82.35.84
Fax: (33-1) 42.82.80.39
Buyer for swimwear: Mrs. Caroline Dufour
Printemps
102, rue de Provence 75009 Paris
Tel: (33-1) 42.82.52.65
Fax: (33-1) 42.82.50.05
Buyer for swimwear: Mr. Jean-Fran¨ois Chassang
Au Bon Marchˇ
5, rue de Babylone 75006 Paris
Tel: (33-1) 44.39.81.79
Fax: (33-1) 44.39.80.86
Buyer for swimwear: Mrs. Stephanie Chenais

Bazar de l'H™tel de Ville (BHV)
55, rue de la Verrerie 75004 Paris
Tel: (33-1) 42.74.93.92
Fax: (33-1) 42.74.94.26 Buyer for swimwear: Mrs. Jallet

La Samaritaine
19, rue de la Monnaie 75001 Paris
Tel: (33-1) 40.41.22.31
Fax: (33-1) 40.41.22.46 Buyer for swimwear: Mrs. Girard

Mail-order house buyers:

La Redoute
57, rue Blanchemaille 59100 Roubaix
Tel: (33-3) 20.69.64.08
Fax: (33-3) 20.24.03.37
Buyers for swimwear: Mr. Christophe Gaigneeux
Les Trois Suisses
12, rue de la Centenaire
59170 Croix
Tel: (33-3) 20.20.27.57
Fax: (33-3) 20.20.30.38
Buyer for swimwear: Mrs. Bˇatrice Van Meirhaeghe
Quelle
445, boulevard Gambetta 59200 Tourcoing
Tel: (33-3) 20.11.76.79
Fax: (33-3) 20.11.49.47
Buyer for swimwear: Mrs. Alix Dubois

Blanche Porte
2, rue de la Blanche Porte 59200 Tourcoing
Tel: (33-3) 20.28.21.49
Fax: (33-3) 20.28.20.05
Buyer for swimwear: Mrs. Maryvonne Ladureau
* 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 1-3, 2001 Frequency: Annual Contact: Fˇdˇration 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 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 lingerie and swimwear, please contact:

Kim Nguyen
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

The last Lyon Mode City trade show which was held in September 1999 displayed 753 collections and welcomed over 17,000 international visitors.
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 industries.

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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