Executive Summary
This Clothing & Footwear in Portugal report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Executive Summary
Portuguese Companies Aiming for Internationalisation
Foreign markets are developing and growing more rapidly than the mature Portuguese market. Thus, Portuguese companies tend to export their products by either creating stores abroad or by selling their products to multinationals to be sold under different labels. An example of this is the attempt to reach the Chinese market, which has one of the greatest economic growth rates in the world but which lacks quality clothing.
Innovation and Quality Are Keys to Success
With the "too much choice" factor operating in the local market, Portuguese companies now compete in design and quality, whether it's within Portuguese boundaries or outside them. Major international groups such as Zara and H&M use this as a way of reaching consumers who are fashion conscious and wish to have clothing of better quality.
Increased Brand Loyalty
With the slight increase in consumer purchasing power companies now have an opportunity to reach consumers and make them loyal to their brands. The concepts of corporate social responsibility and brand awareness have been growing over the years. Today, companies see these concepts more as an investment than as a cost, as in prior years.
Participation in Sports is on the Rise
People have become more conscious of their health over the years. The Portuguese have one of the highest rates of obesity and, in response, many people are starting to participate in different sports. This is expected to have a positive impact on the sportswear industry. Companies like SportZone are already recording increased sales and it is forecast that they will continue to grow in the future.
"Too Much Choice" in the Portuguese Market
As companies in the Portuguese market have gone out of business, international groups have arrived and taken their place. A market already saturated with too much supply and lack of demand has now reached a state of "too much choice" where, for example, there are nearly one hundred brands of shirts targeted to the same consumer. The high number of players present in the market has led to low market shares. Moreover, small companies are at a disadvantage as they lack the capability for innovation and the ability to market their products in the same way as the big players.
TABLE OF CONTENTS CLOTHING AND FOOTWEAR IN PORTUGAL: MARKET INSIGHT
EXECUTIVE SUMMARY
Portuguese Companies Aiming for Internationalisation
Innovation and Quality Are Keys to Success
Increased Brand Loyalty
Participation in Sports is on the Rise
"Too Much Choice" in the Portuguese Market
KEY TRENDS AND DEVELOPMENTS
Lower Taxes Mean More Purchasing Power
A Highly Fragmented Market
Portuguese Consumers Now More Fashion Conscious
Expansion of Foreign Clothing Multiples Promotes Spending
MARKET DATA
DEFINITIONS
Clothing
Footwear
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PORTUGAL
FOREVA - COMéRCIO DE CALçADO SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Foreva Comércio de Calçado SA: Key Facts
Summary 3 Foreva Comércio de Calçado SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Foreva Comércio de Calçado SA: Competitive Position 2006
INDUSTRIA DE DISEñO TEXTIL SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Industria de Diseño Textil SA: Key Facts
Summary 6 Industria de Diseño Textil SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Industria de Diseño Textil SA: Competitive Position 2006
KYAIA DE FORTUNATO O FREDERICO & CA LDA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Kyaia de Fortunato O Frederico & Ca Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LANIDOR-COMéRCIO DE PRONTO-A-VESTIR SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Lanidor Comércio de Pronto-a-Vestir SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Lanidor Comércio de Pronto-a-Vestir SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Lanidor Comércio de Pronto-a-Vestir SA: Competitive Position 2006
SONAE DISTRIBUçãO SGPS SA - CLOTHING AND FOOTWEAR - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Sonae SGPS SA: Key Facts
Summary 13 Sonae SGPS SA: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Sonae SGPS SA: Competitive Position 2006
CLOTHING IN PORTUGAL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
FOOTWEAR IN PORTUGAL
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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