Over the course of the last twenty years, the textile market has seen major upheavals Countries like China or Morocco (countries in which labor is cheap) are the main causes of this upheaval. Other important factors contributing to this change are the rise in costs (raw materials or production costs). Small retailers have slowly disappeared and large companies have made their appearance: specialized stores. Clothing stores like BCBG MAXAZRIA for women's ready-made clothes today account for 40.6% of the world clothing market versus 18.7% in 1990. They are established with independent retailers and big distributors. The French market of clothing was valued at 38.1 billion euros in 2005. Ready-made clothes constitute almost half the sale of women's clothing. This market is dominated by women's clothing.
[...] In addition to these evolutions which touch all the sectors of the ready-made clothes, BCBG MAXAZRIA is confronted with an evolution of its customers, evolution which will be more detailed in the presentation part of the company. In APPENDIX 1 (p28) you will find the “LEVEL OF THE STEPS OF CONSUMPTION” 1.2 Opportunities and Threats of the market Opportunities Threats -End of the production quotas The ready-to-wear sector imposed on China resulting in the constitutes about half of the sales rise of Asian textiles. [...]
[...] This trend happens to be still evolving since countries like China or Kampuchea still have very cheap labor, but this cannot last eternally Economic conditions also have a great influence on the textile market as on all the other markets. However, the clothing market is more susceptible to the phenomena related to the incomes of households since clothing is a variable point of expenditure (more than that of food for example). Technological advances in communication are also factors of evolution, indeed today one can work directly with any country in the world quickly and cheaply. The [...]
[...] It should be noted that the textile and clothing market was marked by the end of the production quotas imposed on China leading to the rise of the Asian textile market. Women's ready-to-wear is thus an expanding sector, but one can see an evolution in purchasing behaviour. One notices that today, purchases are less frequent during the year decline in the practice of regular shopping) but that the sums spent at one shot are higher (one buys more clothing all at once). [...]
[...] BCBG MAXAZRIA: top-of-the-range women's ready-to-wear clothes, the main competitors of the brand are: Burberry or Max Mara Target customers of the brand: Women in the age group 25 to 40 years of a higher socio-professional category The brand is perceived to be in vogue; American film stars do not hesitate to wear BCGG. The brand is regularly present in the world's fashion magazines. Nevertheless, the brand is aimed at people who have substantial incomes since the prices of the products are relatively high. [...]
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