The following research report contains market research, analysis, statistics and business intelligence relating to research on Leisure Wear In The Netherlands.

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ABSTRACT
This report analyzes the market for sports and leisure wear in
the Netherlands. Sports and leisure wear as defined for the
purposes of this report includes denim apparel, T-shirts,
sweatshirts, pants, jackets, shirts, sweaters, and sportswear.
Imports play an important role in supplying the Dutch market,
comprising approximately 80 percent of the total market in 1998. The low end of the market is supplied by non-EU countries and the
high end by European countries. U.S. exports do best in the high
end of the market.
Important trends are a more widespread use of sports and leisure
wear for all occasions, including the working environment, and a
growing number of consumers in the 35-and-over age group. The
influence of the U.S. on sports and leisure wear styles and
"looks" is enormous. A. MARKET HIGHLIGHTS & BEST PROSPECTS

O Market Profile:

Consumer expenditures on sports and leisure wear amounted to an
estimated $4.45 billion (retail value) in 1998. This figure
includes a 17.5 percent Dutch sales tax. Growth in expenditure
on sports and leisure wear in 1998 amounted to 4.0 percent. The
figure for 1997 was 3.5 percent. This growth reflected the
strong performance of the entire retail sector in 1998 and could
realistically be expected to continue. Growth in the apparel
retail market will stabilize at a rate of just under 2.5 per
percent per annum for the foreseeable future.

1998 Expenditures on Sports and Leisure wear:

Description Consumer Expenditure (US DOLS MILLIONS)
Denim apparel 795 million T-shirts 374
Sweatershirts 332
Pants 691
Jackets 682
Shirts 645
Sweaters 545 Sportswear 391 million Total Market 4.45 billion Statistical data

(US DOLS MILLIONS) (PERCENT GAIN/LOSS)
Est. Avg. Annual Real
1998 1999 2000 Growth-Next
3 Years

Import Market 2,100 2,163 2,206 2%
Local Production 200 200 200
Exports 50 50 50
Total Market 2,250 2,313 2,356 2%
Imports from U.S. 22 23 25 100%
Exchange Rate: US$1 equals 2 Guilders
Future Inflation Rate Assumed: 2%

1998 Estimated Import Market Shares:
USA: 1%; Germany: 22%; Belgium: 12%; Italy: 15%; Hong Kong: 10%;
France: 5%; Taiwan: 4%; Tunisia: 4%; Morocco: 3%

Sources: Central Bureau of Statistics and industry sources.

Receptivity Score (1=not receptive; 5=extremely receptive): 5
O Best sales prospects

Best sales potential during the period 1999-2001 for U.S.
manufactured products in the sports & leisure wear subsector is
expected to be in the following categories:

H.S. CODES DESCRIPTION
611020 Sweatshirts
611211 Jackets
620342 Jeans
B. COMPETITIVE ANALYSIS

O Domestic Production

Industry sources value Dutch production of sports and leisure
wear at approximately USD 200 million with denim jeans being the
largest single contributor.
O Imports

Imports play an important role in supplying the Dutch market. Major contributors to Dutch imports are products manufactured in
countries with low cost labor, namely the Philippines, Hong Kong,
Taiwan, Morocco, Tunisia and Turkey. Many foreign manufacturers
have sales offices in the Netherlands. These offices normally
have the sole rights to sell their product ranges in the
Netherlands. In addition, foreign manufacturers may be
represented in the Dutch market by independent brand importers. Such importers usually represent a small number of brand
products, and import exclusively for the Dutch market.

O U.S. market position and market share:

In 1998, the United States contributed an estimated 1 percent to
total Dutch imports of sports and leisure wear (USD 22 million).

Competitive Factors:

Exports of U.S. sports and leisure wear to the Netherlands remain
behind the competition from Europe but compare favorably in money
value terms, with imports from Taiwan and South Korea. The major
competitors are Germany with an estimated 22% share in total
imports, and Belgium with an estimated 12% share. The relatively
low U.S. dollar/guilder exchange rate increases the opportunities
for U.S. exports.

The World Fashion Center:

The World Fashion Center, also known as the Confectiecentrum, is
located in Amsterdam. It is one of the largest fashion centers
in the world (250,000 square yards) and is unique in that it is
open every working day. Five hundred and seventy-five companies
sell 1,200 brands of clothes and accessories from more than 40
countries (not only sports and leisure wear). Thirty-seven
percent of these companies are manufacturers, the rest are
agents/distributors. Annual wholesale sales at the center amount
to $6 billion. The complex presently comprises ten buildings. A
major expansion project is underway. The center plays host to
about 1 million visitors annually. The World Fashion Center is a
one-stop facility for the Dutch apparel industry and a
recommended destination for American apparel exporters seeking to
enter the Dutch and European market.

American products are at a price disadvantage in relation to
European competition, primarily due to import duties (9 to 14
percent) applied to products made outside of the EC. In
addition, European products have a geographical advantage in that
delivery times are shorter and transport costs are lower. The
current relatively low U.S. dollar exchange rate in relation to
the strong Dutch guilder increases the potential for U.S.
exports. Increased exports of American products to the
Netherlands can be realized with more aggressive marketing
efforts by U.S. companies.
C. END-USER ANALYSIS

Dutch consumers are generally price conscious and could be
described as being thrifty, with quality playing an important
role. Extensive promotion is essential for the introduction of
new products to the Dutch market. Consumers are receptive to
intelligent, informative advertising. They are not impulse
buyers and clever packaging will not influence purchasing to any
significant extent.

The buying pattern for sports and leisure wear is influenced by a
number of factors:

1) A changing consumer, demographic and social-economic
developments are changing consumer behaviour. Each generation
has its own norms,values and culture. For retailers an important
generation is the baby-boomers', the generation that was born
right after WOII. Their number and their purchasing power
attract the attention of marketeers. Baby-boomers have an
entirely different purchasing behaviour than their parents. Their need for comfort, quality, custom-made apparel is of major
influence on the apparel industry. Consumers have become very
critical, enjoy fast and efficient service, want to be
entertained during shopping, want value for money and custom-made
solutions to their needs.

2) Another factor affecting purchasing behavior is the trend
towards a less formal clothing style as more value is placed on
comfort and practicality. This trend is not only apparent in the
clothing worn during leisure time, but also at work.
Exposure to American culture through the media stimulates demand
for American products. A receptivity score of 5 (very receptive)
reflects this fact. In addition, American products enjoy a
reputation of being innovative and of high quality.

U.S. manufacturers and exporters should bear in mind the
following generalizations concerning Dutch consumers:

- They are price sensitive but quality plays an important role.
- They are not impulse buyers.
- The Dutch are more conservative in comparison to Americans.
D. MARKET ACCESS

O Import Climate

Import duties for sports and leisure wear constitute a modest
barrier to American exporters. Customs duties for products
imported from the U.S. range from 9-14 percent, assessed on the
CIF value. A value added tax (VAT), currently 17.5 percent,
applies to the duty-paid value of sports and leisure wear. No
customs duties are payable on sports and leisure wear exported to
the Netherlands from other European Community (EC) countries. The VAT tax, however, applies to all sports and leisure wear
consumer sales, regardless of origin.

Distributors/Business Practices.

Market shares for various channels of distribution:

Stores specialized in sports and leisure wear: 24%

Consisting of:
Jeans/casual wear stores: 47%
Fashion/casual stores: 27%
Department stores: 26%
Total 100%

General clothing stores: 64%
Others: 15%
Total: 100%

In total, 13,500 outlets sell sports and leisure wear.

New trends in the area of buying are emerging in the Netherlands
and in Europe. The function of the independent wholesaler is
under threat as retailers increasingly join together to form
buying cooperatives which negotiate directly with manufacturers. Through the creation of these groups, retailers increase their
competitiveness and efficiency. Forty-five percent of all retail
outlets are members of a buying cooperative.

The world is globalizing and so is the Netherlands. Apparel
manufacturers are found worldwide. Dutch retail chains have their
apparel lines designed with textiles from the Far East, the
end-product being produced in Eastern Europe. Shopping formulas
are being exported to new markets and international networks of
enterprises develop. Drivers behind all this are economies of
scale, channel integration and the power shift, from manufacturer
to retail chain, within the distribution channel.
Information technology is heavily applied in the apparel
industry. Electronic commerce, a new buzz word, has changed the
way the Dutch do business. It is expected that also the apparel
industry itself will totally change under the influence of
information technology. The distribution structure will undergo
dramatic changes. Customers are lured into databases with client
registration systems, shops are automated, and competition is
closely studied using bench marking tools. Entrepreneurs will
have more tools in their hands to really focus on satisfying the
shopping customer.
The Netherlands still has a good 30 percent of the retails
outlets in the hands of independent shop owners. The independent
retailers are not fully aware of the impact that information
technology will have on their industry. But players, big and
small, realize that relationships with suppliers are changing,
the purchasing frequency is increasing, and the effectivenes of
doing business is higher than ever.
Retailers expect that baby-boomers will remain a driving force in
the next decade. They expect apparel manufacturers to take over
the retailer role and expect to see more information technology
applications in their stores. The shopping streets will be
dominated by more shopping formulas that are using a specific
brandname to attract customers. Independent, small shop owners
will specialize in a certain niche market.
In 1998, the distribution channel has a wide range of apparel
shops: nostaligic, small, large, chique, modern etc. A major
part is member of buying group or retail chain, independent
stores have a more local outreach to customers and promote only
locally.
The future will ask for independent owners to merge or join a
buying group or chain. Automation of shop processes will supply
a new sales information that will tell the shop owner what
customers are looking for. At this moment most independent shop
owners still spend a major part of their day on educating new
staff and managing them, doing their books, ordering, and shop
decoration. All these non-core activities should be handled by a
central buying organization that they belong to so they can focus
all their energy at what they are good at: sell to their
customer.

Looking at finding distributors in the Netherlands, American
exporters of sports and leisure wear should seek out experienced
distributors for their products. Dutch distributors prefer to
buy directly from the manufacturer and will avoid other middlemen
where possible. Dutch retailers generally avoid dealing directly
with manufacturers and prefer to work within a buying
cooperative, or to buy from Dutch importers and distributors.

Several options are available when seeking a distributor:
Contact our office for assistance through our "Gold Key" Service. Prescreened appointments are arranged for you in advance of your
arrival to select a business partner. Visit the Netherlands (and
other European markets) and participate in Trade Fairs. We will
be glad to help you find good trade shows.

3. Advertise in local Dutch trade magazines;

4. Use the Agent/Distributor Service which is produced by our
post. IMPORTANT CONTACTS

For assistance in the Netherlands please contact the local trade
specialist of the U.S. Department of Commerce:

Mr. Diederik Beutener
American Consulate General Museumplein 19
1071 DJ Amsterdam
TEL: +31-20-5755347
FAX: +31-020-5755350
Email: diederik.beutener@mail.doc.gov Trade Associations:

Vereniging van Fabrikanten en Groothandelaren in
Sportbenodigdheden - FGHS
(Association of Manufacturers and Wholesalers in Sporting Goods)
P.O. Box 9230
3506 GE Utrecht, The Netherlands
Tel: 011-31-33-4343580

Nederlandse Vereniging van Ondernemers in de Textieldetailhandel
(MITEX)
Vondelstraat 172
1054 GV Amsterdam, The Netherlands
Tel: 011-31-34-3473250
Trade Publication:

TEXTILIA
Publisher: VNU Business Publications B.V.
Rijnsburgstraat 11
1059 AT Amsterdam, The Netherlands.
Tel: 011-31-20-4875487
Selected Importers/Distributors of Sports and Leisure Wear in the
Netherlands:

World Fashion Center Amsterdam:
Koningin Wilhelminaplein 13/2.02.11
P.O. Box 69000
1060 CC Amsterdam, The Netherlands
Tel: 011-31-20-5110111
Fax: 011-31-20-5110180

Bemontex B.V.
P.O.Box 66
3417 ZH Montfoort, The Netherlands
Tel: 011-31-30-6052260

Campri Leisure Dynamic B.V.
P.O.Box 1015
1300 BA Almere (de vaart), The Netherlands
Tel: 011-31-3240-20060
Fax: 011-31-3240-21336

Fros International
P.O. Box 2125
1180 EC Amstelveen, The Netherlands
Tel: 011-31-20-6474141
Fax: 011-31-20-6473005

Sport Service Benelux
Rouwkooplaan 5
2251 AP Voorschoten
Tel: 011-31-71-5813813

Texton Fashion
Koehorstmaat 11
7561 BM Deurningen, The Netherlands
Tel: 011-31-74-2777555
G. TRADE PROMOTION OPPORTUNITIES

Many smaller trade shows are organized in the Netherlands for
men's, women's and kid's apparel. Most are held in Amsterdam. The organizers are:

Vereniging Nederlandse Modebeurs
P.O.Box 9920
1006 AP Amsterdam, The Netherlands
Tel: 011-31-20-6690469
Fax: 011-31-20-6174679

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.

$3500 USD
For the 2008 Edition

Published: 2006 August
Market: Mens Womens Childrens
Region: Netherlands
Industry: Apparel
Pages: 45
Delivery: 7-12 Business Days
SKU: infre0000315