Market Analysis of surfwear

Extract

[...] They have a relative weight. Substitute products Fashionable products can be considered under this section. World's leading fashion clothing brands (Zara, Gap, H & represent a new form of competition because they aim the ready-to-wear market with a powerful distribution network. Price positioning plays an important role and it is important to implement a diversification strategy to address threats of substitution: extensive technical input should not be overlooked, and also it should look "fashionable". New entrants The market for surfwear market is dynamic and is growing, and also new competitors are entering the market. [...]

[...] The goal is to broaden the customer base beyond the few practitioners, and the surfwear adapts to urban areas, expanding its offering based on trends. > Intermediate customers: distributors: multi-brand franchises. The bargaining power of customers is important intermediaries, including the strength of the groups in the negotiations. They exert strong pressure because of their size, and the figures achieved. Suppliers The overall strategy is a strategy of diversification of supply sources for the same product category and optimization of the geographical distribution of suppliers. [...]

[...] Thus, they have tried to develop in the market for sports (through acquisitions: acquisition of Salomon by Adidas or Nike Hurley) but these experiments were a failure for the moment. This was indeed a sector with a particular distribution network where the industry knowledge and the authenticity of the brand were necessary with respect to the consumers. Customers Customer's purchase motivation: Specifications - Sense of belonging to a group, to values - Authenticity Distinction: > End consumers This is a relatively stable customer base. The main target is people who perform sports, what sports are popular and which are growing strongly. [...]

[...] - Surfwear brand openings with respect to outdoor activities - The market is tightening around the majors whose growth is carried out through four key drivers: > Strong acquisitions (Quiksilver and DC Shoes, Billabong and Nixon / Kustom) > Segmentation by age and sex: Continued development of the female market New to the market over 30 years: to target high purchasing power > Diversification: fashionable accessories (luggage, watches, glasses) > New geographic markets: Eastern Europe, Asia. II- Porter's five forces Competition The surfwear market is a market with strong competition. This is an attractive market showing momentum. We can distinguish between: - Direct competition: surfwear: brands or freshwater gliding sports such as Quiksilver, Billabong, Rip Curl. Competition is high with six market leaders. - Indirect competition: • Outdoor: brands offering products for specific sporting activities such as hiking, skiing: Eider, Lafuma, Timberland, Millet. [...]

[...] Market analysis of Surfwear I-Market trends of surf wear The sports industry is a real market economically, with continued growth for more than 10 years. The surf market not only concentrates on the phenomenon of "surfboard," but also benefits the phenomenon of sportswear that is a growing trend among young people today. Today it shows itself to be a strategic segment halfway between sport and fashion. The challenge is to broaden the customer base beyond the few practitioners and for that; sportswear appears to make an impact on the effect of fashion the technical dimension and differentiation. [...]