Information contained in this report relies heavily on sources that may or may not include various government publications, opinions of industry experts, and unofficial Embassy estimates. Statistical data originate from a variety of sources including Government Census surveys, trade reports, industry associations and trade publications. All figures referenced throughout the report are provided in U.S. dollars.
MARKET OVERVIEW:
The economic recession of the last 3 years in France has been particularly difficult for the textile industry, yet the children's wear market segment has proven itself relatively impervious to the downward economic trends.
Recent statistics show there are now approximately 13.7 million children between the ages of 0 and 17 years in France. The French children's wear market is divided by age into four basic categories: 0-2 years, 3-10 years, 11-14 years, 15-17 years.
In 1995, the French children's wear industry was composed of 128 companies employing a total of 8,000. Domestic production of children's clothing was valued at USD 659.2 million and is expected to grow by 3 percent
in 1996. French manufacturers are creating new product lines and becoming more competitive, but Mediterranean and Asian countries continue to maintain a strong presence in the French market due to their extremely low production costs.
Children's wear imports in 1995 amounted to USD 579.6 million, while exports for the same period equalled USD 359.4 million. The U.S. share of French children's wear imports in 1995 was 0.8 percent, amounting to USD 4.6 million.
French consumers are gradually becoming more receptive to U.S. fashion, and, according to analysts, American companies are expected to increase their share in this very promising subsector to 3 percent
by 1998. Numerous well-known American brands are already present in France--the American company OshKosh B'Gosh has been quite successful, and Gap recently opened a store for children in Paris.
A. MARKET HIGHLIGHTS & BEST PROSPECTS
France's population of children aged 0 to 17 years is 13.7 million. The age distribution of these children is shown below:
- 0/ 3 years: 3.0 million
- 4/10 years: 5.4 million
- 11/14 years: 3.0 million
- 15/17 years: 2.3 million
In 1994, articles such as cotton jeans and windbreakers were very popular for boys, while sales of dresses and linen trousers increased significantly for girls. There was still a strong demand for babies' rompers and bloomers.
1994 sales in thousands Average yearly of items increase 94/93
-------------- 1. Best sales: --------------
Boys (2 to 14 years):
Cotton jeans 2,425 70.0 percent
Swimming suits/shirts 10,426 17.6 percent
Windbreakers 2,015 11.0 percent
Girls (2 to 14 years):
Dresses 6,191 20.8 percent
Linen trousers 2,473 20.3 percent
Pullovers 11,310 13.1 percent
Tee-shirts 19,361 10.8 percent
---------------------------- 2. Sales with a good record: ----------------------------
Boys (2 to 14 years):
Denim jeans 8,223 8.4 percent
Pullovers 7,642 6.8 percent
Tee-shirts 18,007 6.6 percent
Polo-shirts 7,710 6.4 percent
Shorts, bermudas 8,984 5.7 percent
Socks 60,363 4.6 percent
Boxer shorts 23,842 2.7 percent
Girls (2 to 14 years):
Socks 54,778 6.0 percent
Blouses 6,355 5.1 percent
Windbreakers 1,566 4.1 percent
Jackets 957 4.0 percent
------------------ 3. Stagnant sales: ------------------
Boys (2 to 14 years):
Sweatshirts 8,002 0.8 percent
Nightwear 8,438
- 0.8 percent
Girls (2 to 14 years):
Skirts 5,825 1.9 percent
Nightwear 9,302 1.0 percent
Parkas 1,633 0.9 percent
Swimming suits 4,673
- 1.8 percent
-------------------- 4. Sales in decline: --------------------
Boys (2 to 14 years):
Parkas 2,339
- 4.8 percent
Jackets 2,030
- 5.5 percent
Tracksuits 6,647
- 5.8 percent
Linen trousers 2,167
- 5.8 percent
Cords 1,652
- 6.7 percent
Vests 4,415
- 6.9 percent
Girls (2 to 14 years):
Polo shirts 1,662
- 4.2 percent
Sweatshirts 6,421
- 4.3 percent
Tights 21,416
- 6.0 percent
Panties 29,295
- 9.0 percent
Denim jeans 3,153
- 9.6 percent
-------------------------- 5. Unfashionable articles: ---------------------
Boys (2 to 14 years):
Dungarees 1,092
- 21.8 percent
Girls (2 to 14 years):
Shorts/Bermudas 4,977
- 11.4 percent
Vests 3,960
- 14.5 percent
Outfits 496
- 18.1 percent
Tracksuits 3,162
- 19.9 percent
Overcoats 256
- 33.1 percent
Dungarees 946
- 35.0 percent
-------------------------------------- 6. Sales for children under two years: ------------------
Underwear 44,173
- 2.2 percent
Small knitwear items 22,111 4.9 percent
Nightwear 15,951
- 7.0 percent
Under garments 29,662
- 5.5 percent
Footwear 27,658 2.4 percent
For several years, French children have been particularly fond of sportswear (t-shirts, sweatshirts, baseball caps, polo-shirts) with American sports team logos, and the growing popularity of baseball, football, and basketball in France (particularly among teenagers) has heightened demand for such items. For example, Decathlon, the largest sports retailer in France, now has a "children's corner" (ages 2 and up).
* Statistical Data
USD millions
1994 1995 1996 Avg. Annual Growth Rate for following 2 years _______________________________________________________________
Import market
Local production 640.0 659.2e 678.9e 3
Exports 326.8e 359.4e 395.3e 14
Total market demand 845.0e 879.4e 915.3e 2
U.S. Imports 3.1e 4.6e 7.0e 3
Exchange Rates 5.5 5.0 5.0
Inflation Rate Assumed: 3 %
Note: Official statistical data is available only for infants' clothing ages 0 to 2 (up to 26 cm/34.4 inches). Above the age of 2 years, French customs data on children's wear are divided into two categories: men's and boys' clothing and women's and girls' clothing. Consequently, it is impossible to account accurately for imports and exports for children older than 2 years.
According to market specialists, the children's wear market for ages 0 to 2 represented about 36 percent
of the total children's wear market in 1995. Consequently, import and export figures have been extrapolated on the basis of this percentage.
1995 Import Market Shares (Percent
for U.S. and Major Competitors): United States: 0.8%; Morocco: 17.0%; Portugal:15.4%; Thailand: 13.0%; China: 12.0%; Tunisia: 11.8%
Source: French Customs and Childrenswear Trade Association Receptivity code (1-5): 4 Range: 5 (extremely receptive) to 1 (not receptive)
French children are greatly influenced by American trends, and therefore, U.S. imports are expected to grow in the next few years.
*. Best Sales Prospects
Colors: Yellow (straw-yellow, canary yellow, lemon yellow, mustard), orange, apricot, white, pink, turquoise. Spring/summer 96 will feature bright gleaming colors. Fabrics: Cotton, cotton blended with lycra or with linen, and viscose.
Themes: The sailing theme, and the rustic theme with the Mediterranean moods of Provence.
During the most recent children's wear trade show (Mode Enfantine, which took place July 1-3, 1995), these trends were noted for summer 96 in the following clothing categories:
* Baby: sleeveless babygros, wide-fit shortlegged dungarees, American sleeve playsuits, and button- through dresses opening in front to reveal bloomers in coordinating or contrasting colors.
* Girl: pleated mini skirts, short sleeveless polo shirts, pirate pants, sixties dresses, apron dresses with flounces.
* Boy: baggy one-tone army pants, king-size vests, baggy surfing shorts, baggy long-sleeved T-shirts.
Capturing the spirit of today's urban lifestyle, streetwear is still popular among teenagers living in large, urban areas. It includes athletic items such as sweatshirts, t-shirts, running suits, and shorts. Traditional rules are broken --clothes are worn either too tight or too baggy and sometimes even inside-out. Shorts go over trousers, tank tops over t-shirts, and shirts are worn as jackets. Girls "feminize" their look with hot-pants or mini-skirts. This style is personalized by key accessories: backpacks, belly-bags, running shoes, and baseball caps.
- Key colors: dynamic colors (such as orange, apple green, hard yellow, and fire-engine red) combined with darks, blacks, indigo, brown and with neutrals, white, beige, grey.
- Successful fabrics: fabrics that are easy to wear, practical, and modern (jersey, cotton flannel, cotton, stretch, and synthetics).
- Successful patterns: ethnic-inspired.
