LIST OF CONTENTS AND TABLES Apparel in Ukraine - Industry Overview... 1 Executive Summary... 1 Recovery of Apparel Market Begins... 1 Slow Shift Towards Modern Retail... 1 State Focuses on Unofficial Imports... 1 Expansion of New Apparel Specialist Brands Slows Down... 1 Further Apparel Market Development on the Way... 2 Key Trends and Developments... 2 Slow Recovery From Economic Recession... 2 Growing Cotton Prices Influence To Ukrainian Apparel Market... 3 Domestic Producers Look To Specialisation in Order To Compete... 3 Logistical Obstacles Limit Expansion To Country s Regions... 4 Slow Development of Apparel s Internet Retailing... 4 Market Data... 5 Table 1 Sales of Apparel by Category: Volume 2005-2010... 5 Table 2 Sales of Apparel by Category: Value 2005-2010... 5 Table 3 Sales of Apparel by Category: % Volume Growth 2005-2010... 6 Table 4 Sales of Apparel by Category: % Value Growth 2005-2010... 6 Table 5 Apparel Company Shares 2006-2010... 6 Table 6 Apparel Brand Shares 2007-2010... 6 Table 7 Sales of Apparel by Distribution Format: % Analysis 2005-2010... 7 Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2010... 7 Table 9 Forecast Sales of Apparel by Category: Volume 2010-2015... 8 Table 10 Forecast Sales of Apparel by Category: Value 2010-2015... 9 Table 11 Forecast Sales of Apparel by Category: % Volume Growth 2010-2015... 9 Table 12 Forecast Sales of Apparel by Category: % Value Growth 2010-2015... 9 Definitions... 9 Summary 1 Research Sources... 10 Apparel in Ukraine - Company Profiles... 11 Adidas Ukrayina Dp in Apparel (ukraine)... 11 Strategic Direction... 11 Key Facts... 11 Summary 2 Adidas Ukraina DP: Key Facts... 11 Company Background... 11 Production... 12 Competitive Positioning... 12 Summary 3 Adidas Ukraina DP: Competitive Position 2010... 12 Internet Strategy... 13 Argo-torgovelna Merezha Tov in Apparel (ukraine)... 13 Strategic Direction... 13 Key Facts... 13 Summary 4 ARGO-Torgovelna Merezha TOV: Key Facts... 13 Company Background... 13
Production... 14 Competitive Positioning... 14 Summary 5 ARGO-Torgovelna Merezha TOV: Competitive Position 2010... 14 Internet Strategy... 14 Delta Sport Tov in Apparel (ukraine)... 15 Strategic Direction... 15 Key Facts... 15 Summary 6 Delta Sport Ukraina TOV: Key Facts... 15 Company Background... 15 Production... 16 Competitive Positioning... 16 Summary 7 Delta Sport Ukraina TOV: Competitive Position 2010... 16 Internet Strategy... 16 Intertop Tov in Apparel (ukraine)... 17 Strategic Direction... 17 Key Facts... 17 Summary 8 Intertop TOV: Key Facts... 17 Summary 9 Intertop TOV: Operational Indicators... 17 Company Background... 17 Production... 18 Competitive Positioning... 18 Summary 10 Intertop TOV: Competitive Position 2010... 18 Internet Strategy... 18 Marateks Dp in Apparel (ukraine)... 18 Strategic Direction... 19 Key Facts... 19 Summary 11 Marateks DP: Key Facts... 19 Summary 12 Maratex DP: Operational Indicators... 19 Company Background... 19 Production... 20 Competitive Positioning... 20 Summary 13 Marateks DP: Competitive Position 2010... 20 Internet Strategy... 21 Mikhail Voronin Td in Apparel (ukraine)... 21 Strategic Direction... 21 Key Facts... 21 Summary 14 Sela Ukraina TOV: Key Facts... 21 Summary 15 Sela Ukraina TOV : Operational Indicators... 21 Company Background... 22 Production... 22 Competitive Positioning... 22 Internet Strategy... 23 Royal Shoes Tov in Apparel (ukraine)... 23 Strategic Direction... 23 Key Facts... 23
Summary 16 Royal Shoes TOV: Key Facts... 23 Summary 17 Royal Shoes TOV: Operational Indicators... 23 Company Background... 24 Production... 24 Competitive Positioning... 24 Summary 18 Royal Shoes TOV: Competitive Position 2010... 25 Internet Strategy... 25 Sela Ukraina Ooo in Apparel (ukraine)... 25 Strategic Direction... 25 Key Facts... 25 Summary 19 MIKHAIL VORONIN TD: Key Facts... 25 Company Background... 26 Production... 26 Competitive Positioning... 26 Ultra-jins, Tov in Apparel (ukraine)... 26 Strategic Direction... 26 Key Facts... 27 Summary 20 Ultra-Jins TOV: Key Facts... 27 Company Background... 27 Production... 27 Competitive Positioning... 27 Summary 21 Ultra-Jins TOV: Competitive Position 2010... 28 Internet Strategy... 28 Zara Ukraina Tov in Apparel (ukraine)... 28 Strategic Direction... 28 Key Facts... 28 Summary 22 ZARA Ukraina TOV: Key Facts... 28 Summary 23 ZARA Ukraina TOV: Operational Indicators... 29 Company Background... 29 Production... 29 Competitive Positioning... 29 Summary 24 ZARA Ukraina TOV: Competitive Position 2010... 30 Internet Strategy... 30 Childrenswear in Ukraine - Category analysis... 31 Headlines... 31 Trends... 31 Competitive Landscape... 32 Prospectss... 32 Category Data... 33 Table 13 Sales of Childrenswear by Category: Volume 2005-2010... 33 Table 14 Sales of Childrenswear by Category: Value 2005-2010... 33 Table 15 Sales of Childrenswear by Category: % Volume Growth 2005-2010... 33 Table 16 Sales of Childrenswear by Category: % Value Growth 2005-2010... 34 Table 17 Childrenswear Company Shares 2006-2010... 34 Table 18 Childrenswear Brand Shares 2007-2010... 34 Table 19 Sales of Childrenswear by Distr bution Format: % Analysis 2005-2010... 35
Table 20 Forecast Sales of Childrenswear by Category: Volume 2010-2015... 35 Table 21 Forecast Sales of Childrenswear by Category: Value 2010-2015... 35 Table 22 Forecast Sales of Childrenswear by Category: % Volume Growth 2010-2015... 36 Table 23 Forecast Sales of Childrenswear by Category: % Value Growth 2010-2015... 36 Clothing Accessories in Ukraine - Category analysis... 37 Headlines... 37 Trends... 37 Competitive Landscape... 38 Prospects... 38 Category Data... 39 Table 24 Sales of Clothing Accessories by Category: Volume 2005-2010... 39 Table 25 Sales of Clothing Accessories by Category: Value 2005-2010... 39 Table 26 Sales of Clothing Accessories by Category: % Volume Growth 2005-2010... 39 Table 27 Sales of Clothing Accessories by Category: % Value Growth 2005-2010... 40 Table 28 Clothing Accessories Company Shares 2006-2010... 40 Table 29 Clothing Accessories Brand Shares 2007-2010... 40 Table 30 Sales of Clothing Accessories by Distribution Format: % Analysis 2005-2010... 41 Table 31 Forecast Sales of Clothing Accessories by Category: Volume 2010-2015... 41 Table 32 Forecast Sales of Clothing Accessories by Category: Value 2010-2015... 42 Table 33 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2010-2015... 42 Table 34 Forecast Sales of Clothing Accessories by Category: % Value Growth 2010-2015... 42 Hosiery in Ukraine - Category analysis... 43 Headlines... 43 Trends... 43 Competitive Landscape... 44 Prospects... 44 Category Data... 45 Table 35 Sales of Hosiery by Category: Volume 2005-2010... 45 Table 36 Sales of Hosiery by Category: Value 2005-2010... 45 Table 37 Sales of Hosiery by Category: % Volume Growth 2005-2010... 45 Table 38 Sales of Hosiery by Category: % Value Growth 2005-2010... 45 Table 39 Hosiery Company Shares 2006-2010... 46 Table 40 Hosiery Brand Shares 2007-2010... 46 Table 41 Sales of Hosiery by Distribution Format: % Analysis 2005-2010... 46 Table 42 Forecast Sales of Hosiery by Category: Volume 2010-2015... 47 Table 43 Forecast Sales of Hosiery by Category: Value 2010-2015... 47 Table 44 Forecast Sales of Hosiery by Category: % Volume Growth 2010-2015... 47 Table 45 Forecast Sales of Hosiery by Category: % Value Growth 2010-2015... 47 Men's Outerwear in Ukraine - Category analysis... 49 Headlines... 49
Trends... 49 Competitive Landscape... 50 Prospects... 51 Category Data... 52 Table 46 Apparel Size Chart for Men: (Mikhail Voronin, Jeans)... 52 Table 47 Apparel Size Chart for Men: (Domestic, No-name Brand, Coats & Jackets)... 52 Table 48 Apparel Size Chart for Men: (Domestic, No-name Brand, Sports Shirt)... 53 Table 49 Sales of Men s Outerwear: Volume 2005-2010... 53 Table 50 Sales of Men s Outerwear: Value 2005-2010... 53 Table 51 Sales of Men s Outerwear: % Volume Growth 2005-2010... 54 Table 52 Sales of Men s Outerwear: % Value Growth 2005-2010... 54 Table 53 Men s Outerwear Company Shares 2006-2010... 54 Table 54 Men s Outerwear Brand Shares 2007-2010... 54 Table 55 Sales of Men s Outerwear by Distribution Format: % Analysis 2005-2010... 55 Table 56 Forecast Sales of Men s Outerwear: Volume 2010-2015... 56 Table 57 Forecast Sales of Men s Outerwear: Value 2010-2015... 56 Table 58 Forecast Sales of Men s Outerwear: % Volume Growth 2010-2015... 56 Table 59 Forecast Sales of Men s Outerwear: % Value Growth 2010-2015... 57 Men's Jeans in Ukraine - Category analysis... 58 Headlines... 58 Trends... 58 Competitive Landscape... 59 Prospects... 59 Category Data... 60 Table 60 Sales of Men s Jeans: Volume 2005-2010... 60 Table 61 Sales of Men s Jeans: Value 2005-2010... 60 Table 62 Sales of Men s Jeans: % Volume Growth 2005-2010... 60 Table 63 Sales of Men s Jeans: % Value Growth 2005-2010... 60 Table 64 Sales of Men s Jeans by Type: % Volume Breakdown 2005-2010... 60 Table 65 Sales of Men s Jeans by Type: % Value Breakdown 2005-2010... 61 Table 66 Men s Jeans Company Shares 2006-2010... 61 Table 67 Men s Jeans Brand Shares 2007-2010... 61 Table 68 Forecast Sales of Men s Jeans: Volume 2010-2015... 61 Table 69 Forecast Sales of Men s Jeans: Value 2010-2015... 61 Table 70 Forecast Sales of Men s Jeans: % Volume Growth 2010-2015... 62 Table 71 Forecast Sales of Men s Jeans: % Value Growth 2010-2015... 62 Men's Underwear, Nightwear and Swimwear in Ukraine - Category analysis... 63 Headlines... 63 Trends... 63 Competitive Landscape... 64 Prospects... 64 Category Data... 65 Table 72 Table 73 Sales of Men s Underwear, Nightwear and Swimwear by Category: Volume 2005-2010... 65 Sales of Men s Underwear, Nightwear and Swimwear by Category: Value 2005-2010... 65
Table 74 Sales of Men s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2005-2010... 65 Table 75 Sales of Men s Underwear, Nightwear and Swimwear by Category: % Value Growth 2005-2010... 65 Table 76 Men s Underwear, Nightwear and Swimwear Company Shares 2006-2010... 66 Table 77 Men s Underwear, Nightwear and Swimwear Brand Shares 2007-2010... 66 Table 78 Sales of Men s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2005-2010... 66 Table 79 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: Volume 2010-2015... 67 Table 80 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: Value 2010-2015... 67 Table 81 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2010-2015... 67 Table 82 Forecast Sales of Men s Underwear, Nightwear and Swimwear by Category: % Value Growth 2010-2015... 68 Women's Outerwear in Ukraine - Category analysis... 69 Headlines... 69 Trends... 69 Competitive Landscape... 70 Prospects... 71 Category Data... 71 Table 83 Apparel Size Chart for Women: (No-name Brand, Jackets)... 71 Table 84 Apparel Size Chart for Women: (No-name Brand, Jeans)... 72 Table 85 Apparel Size Chart for Women: (No-name Brand, Women's underwear)... 72 Table 86 Sales of Women s Outerwear: Volume 2005-2010... 72 Table 87 Sales of Women s Outerwear: Value 2005-2010... 72 Table 88 Sales of Women s Outerwear: % Volume Growth 2005-2010... 73 Table 89 Sales of Women s Outerwear: % Value Growth 2005-2010... 73 Table 90 Women s Outerwear Company Shares 2006-2010... 73 Table 91 Women s Outerwear Brand Shares 2007-2010... 73 Table 92 Sales of Women s Outerwear by Distribution Format: % Analysis 2005-2010... 74 Table 93 Forecast Sales of Women s Outerwear: Volume 2010-2015... 74 Table 94 Forecast Sales of Women s Outerwear: Value 2010-2015... 75 Table 95 Forecast Sales of Women s Outerwear: % Volume Growth 2010-2015... 75 Table 96 Forecast Sales of Women s Outerwear: % Value Growth 2010-2015... 75 Women's Jeans in Ukraine - Category analysis... 76 Headlines... 76 Trends... 76 Competitive Landscape... 77 Prospects... 77 Category Data... 78 Table 97 Sales of Women s Jeans: Volume 2005-2010... 78 Table 98 Sales of Women s Jeans: Value 2005-2010... 78 Table 99 Sales of Women s Jeans: % Volume Growth 2005-2010... 79
Table 100 Sales of Women s Jeans: % Value Growth 2005-2010... 79 Table 101 Sales of Women s Jeans by Type: % Volume Breakdown 2005-2010... 79 Table 102 Sales of Women s Jeans by Type: % Value Breakdown 2005-2010... 79 Table 103 Women s Jeans Company Shares 2006-2010... 79 Table 104 Women s Jeans Brand Shares 2007-2010... 80 Table 105 Forecast Sales of Women s Jeans: Volume 2010-2015... 80 Table 106 Forecast Sales of Women s Jeans: Value 2010-2015... 80 Table 107 Forecast Sales of Women s Jeans: % Volume Growth 2010-2015... 80 Table 108 Forecast Sales of Women s Jeans: % Value Growth 2010-2015... 80 Women's Underwear, Nightwear and Swimwear in Ukraine - Category analysis... 82 Headlines... 82 Trends... 82 Competitive Landscape... 83 Prospects... 83 Category Data... 84 Table 109 Sales of Women s Underwear, Nightwear and Swimwear by Category: Volume 2005-2010... 84 Table 110 Sales of Women s Underwear, Nightwear and Swimwear by Category: Value 2005-2010... 84 Table 111 Sales of Women s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2005-2010... 85 Table 112 Sales of Women s Underwear, Nightwear and Swimwear by Category: % Value Growth 2005-2010... 85 Table 113 Women s Underwear, Nightwear and Swimwear Company Shares 2006-2010... 85 Table 114 Women s Underwear, Nightwear and Swimwear Brand Shares 2007-2010... 85 Table 115 Sales of Women s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2005-2010... 86 Table 116 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: Volume 2010-2015... 86 Table 117 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: Value 2010-2015... 86 Table 118 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2010-2015... 87 Table 119 Forecast Sales of Women s Underwear, Nightwear and Swimwear by Category: % Value Growth 2010-2015... 87 Footwear in Ukraine - Category analysis... 88 Headlines... 88 Trends... 88 Competitive Landscape... 89 Prospects... 90 Category Data... 91 Table 120 Sales of Footwear by Category: Volume 2005-2010... 91 Table 121 Sales of Footwear by Category: Value 2005-2010... 91 Table 122 Sales of Footwear by Category: % Volume Growth 2005-2010... 91 Table 123 Sales of Footwear by Category: % Value Growth 2005-2010... 91 Table 124 Footwear Company Shares 2006-2010... 92 Table 125 Footwear Brand Shares 2007-2010... 92
Table 126 Sales of Footwear by Distribution Format: % Analysis 2005-2010... 92 Table 127 Forecast Sales of Footwear by Category: Volume 2010-2015... 93 Table 128 Forecast Sales of Footwear by Category: Value 2010-2015... 93 Table 129 Forecast Sales of Footwear by Category: % Volume Growth 2010-2015... 94 Table 130 Forecast Sales of Footwear by Category: % Value Growth 2010-2015... 94
APPAREL IN UKRAINE - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Recovery of Apparel Market Begins The recent economic recession noticeably affected the Ukrainian apparel market. Almost all brands and product group sales in volume and value terms dropped except those of some premium brands which target consumers who are less sensitive to the impact of recession. In 2010, the apparel market started its way towards recovery due, according to national statistics, to recovering disposable incomes, growing consumer confidence and delayed purchases for more expensive products. Value sales were additionally boosted by increased prices and slow shifting towards modern retail. However, volume sales were still way below pre-crisis levels. Men s apparel (underwear, outerwear and footwear) value sales showed the best performance in 2010, as its target audience was the most solvent. Slow Shift Towards Modern Retail Branded apparel remains expensive for a majority of Ukrainian consumers and low price remains very important to Ukrainians. Most people still purchase clothes at open markets, which is the biggest distr bution channel for apparel, and second-hand stores are still very popular. The recent recession helped to hold strong positions for these retail channels. Despite that, modern retail is developing and the share of clothing and footwear specialist retailers gradually expanded over the review period at the expense of open markets, mainly thanks to citizens of large cities. Expansion of such outlets supported by promotional campaigns combined with general cultural westernisation underpins this switch. State Focuses on Unofficial Imports During the review period, the majority of apparel in Ukraine was imported under various shadow schemes devoted to avoiding taxes. Most often, the value of imported goods was largely underestimated; for example, fashionable apparel was imported as second-hand goods during the process of customs declaration. Usually it was done with the knowledge of corrupt customs officers. Such schemes created a competitive advantage for illegal importers, stimulated corruption and lost the country huge amounts of unpaid taxes. In 2010, the State Customs Administration started changing its approach to unofficial proceedings during clearance, which in the long term should facilitate a more transparently functioning apparel market. However, it is not very likely that illegal import schemes will disappear in the short term. Expansion of New Apparel Specialist Brands Slows Down The Ukrainian apparel specialist retailing market is far from saturated, which allows current operators to set high margins and at the same time keep a big share of price-sensitive consumers switching from shopping at the open markets. The main obstacles for new companies to enter the market are administrative barriers, industry s opacity and poor logistics infrastructure. Imperfect legislation is a key factor, too: a great number of controlling bodies, sophisticated accounting paperwork requirements and unpredictable customs are amongst the main hampering factors. Additionally there are not enough modern shopping malls where retailers can open their outlets, a lack that has resulted in higher rental prices in existing ones.
The economic recession caused large multinational brands to postpone expansion or entrance to Ukrainian market even more, which gave additional support for current players development. Despite that, there were some noticeable entrants in 2010 such as New Look and Finn Flarre, and GAP announced about plans to enter Ukraine in 2011. Further Apparel Market Development on the Way Ukrainian apparel market value has strong potential for growth over the long term, considering the currently huge share of open markets and second-hand stores operating in this market. This puts Ukraine on the radar of all major international brands. Over the forecast period, many international companies are expected to enter this market, where competition is still not too strong and there is a lack of branded products. On other hand, they are concerned about still relatively low purchasing power of Ukrainians and possible political instability, which has delayed their investments in the past. However, expansion of apparel specialist retailers, followed by promotional campaigns combined with growing consumer purchasing power inevitably will lead to the apparel market growth. KEY TRENDS AND DEVELOPMENTS Slow Recovery From Economic Recession Current Impact Outlook
Future Impact Growing Cotton Prices Influence To Ukrainian Apparel Market A cotton supply crisis that originated in Asia caused raw material prices to grow significantly in 2010. This increased production cost of domestic apparel, making competition against cheap imported products even more difficult. Current Impact Outlook Future Impact Domestic Producers Look To Specialisation in Order To Compete Current Impact
Outlook Future Impact Logistical Obstacles Limit Expansion To Country s Regions Current Impact Outlook Future Impact
Current Impact Outlook Future Impact MARKET DATA Table 1 Sales of Apparel by Category: Volume 2005-2010 mn units Clothing Footwear Apparel 2005 2006 2007 2008 2009 2010 Table 2 Sales of Apparel by Category: Value 2005-2010 UAH million Clothing Footwear Apparel 2005 2006 2007 2008 2009 2010
Table 3 Sales of Apparel by Category: % Volume Growth 2005-2010 % volume growth Clothing Footwear Apparel 2009/10 2005-10 CAGR 2005/10 Total Table 4 Sales of Apparel by Category: % Value Growth 2005-2010 % current value growth Clothing Footwear Apparel 2009/10 2005-10 CAGR 2005/10 Total Table 5 Apparel Company Shares 2006-2010 % retail value rsp Company 2006 2007 2008 2009 2010 Total 100.0 100.0 100.0 100.0 100.0 Table 6 Apparel Brand Shares 2007-2010 % retail value rsp Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 Table 7 Sales of Apparel by Distribution Format: % Analysis 2005-2010 % retail value rsp 2005 2006 2007 2008 2009 2010 Store-Based Retailing - Grocery Retailers - Non-Grocery Retailers - - Mixed Retailers - - - Department Stores - - - Mass Merchandisers - - - Variety Stores - - - Warehouse Clubs - - Clothing and footwear specialist retailers - - Leisure and Personal Goods Specialist Retailers - - - Sports goods stores - - - Other Leisure and Personal Goods Specialist Retailers - - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling - Vending Total 100.0 100.0 100.0 100.0 100.0 100.0 Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2010 % retail value rsp Store-Based Retailing Grocery Retailers C CW CA H MO MU
Non-Grocery Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Clothing and footwear specialist retailers Leisure and Personal Goods Specialist Retailers Sports goods stores Other Leisure and Personal Goods Specialist Retailers Other Non-Grocery Retailers Non-Store Retailing Homeshopping Internet Retailing Direct Selling Vending Total 100.0 100.0 100.0 100.0 100.0 100.0 WO WU F Store-Based Retailing Grocery Retailers Non-Grocery Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Clothing and footwear specialist retailers Leisure and Personal Goods Specialist Retailers Sports goods stores Other Leisure and Personal Goods Specialist Retailers Other Non-Grocery Retailers Non-Store Retailing Homeshopping Internet Retailing Direct Selling Vending Total 100.0 100.0 100.0 Key: C = clothing; CW = childrenswear; CA = clothing accessories; H = hosiery; MO = men s outerwear; MU = men's underwear, nightwear and swimwear; WO = women's outerwear; WU = women's underwear, nightwear and swimwear; F = footwear Table 9 Forecast Sales of Apparel by Category: Volume 2010-2015
mn units Clothing Footwear Apparel 2010 2011 2012 2013 2014 2015 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Sales of Apparel by Category: Value 2010-2015 UAH million Clothing Footwear Apparel 2010 2011 2012 2013 2014 2015 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Apparel by Category: % Volume Growth 2010-2015 % volume growth Clothing Footwear Apparel 2014/15 2010-15 CAGR 2010/15 Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 12 Forecast Sales of Apparel by Category: % Value Growth 2010-2015 % constant value growth Clothing Footwear Apparel 2010-15 CAGR 2010/15 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources DEFINITIONS This report analyses the market for Apparel in Ukraine. For the purposes of the study, the market has been defined as follows: Women s jeans Women s outerwear Men s jeans Men s outerwear Women s underwear, nightwear and swimwear
Company Background Production Competitive Positioning
Company Background Controlling stock of production plant PAO Shveina Fabryka Voronin belongs to Mikhail Voronin. Michael Voronin is the most famous Ukrainian fashion designer. He obtained wide recognition thanks to his invention of the unique vest model method of suit tailoring without fitting. Production Competitive Positioning ULTRA-JINS, TOV IN APPAREL (UKRAINE) Strategic Direction
CHILDRENSWEAR IN UKRAINE - CATEGORY ANALYSIS HEADLINES In 2010 volume sales see marginal increase and current value sales increase by 14% Childrenswear suffers the least amongst all clothing categories during the recession, and accordingly demonstrates lower recovery growth rates in 2010 Baby and toddler wear is the prominent category in both volume and value terms, up by 2% and 18%, respectively Unit prices increase by 13% to UAH126 With unsatisfactory number of retail outlets and product assortments, competition in this category is considered not strong Over the forecast period childrenswear is expected to grow at a volume CAGR of 6% and a constant value CAGR of 8% TRENDS In 2010 childrenswear did not show a quick recovery, as growth of volume sales was marginal. Most Ukrainian families are very price sensitive regarding children s clothing, as children outgrow their clothes very quickly. This leads to high popularity of cheap products and second-hand clothes shops. The market was also mildly affected by slightly decreased birth rate. The dominance of positive moods amongst purchasers of girls clothing (resulting in volume sales rising by 1% compared with 2009) could be explained by the natural proportion of girls born amongst newborn babies and traditionally higher average girls wardrobe volume (number of goods bought). Baby and toddler wear showed the best performance inside the category (2% volume growth in 2010). Parents look for more quality clothes, as they consider babies health a higher priority than some other of the family s everyday needs. Boys apparel dropped by 1% in volume sales and in 2010 accounted for 39% of childrenswear. The average childrenswear unit price grew by 13% to UAH126, but the price increase for boys clothing was less (10%) than the price increases for baby and toddler wear and girls clothing (about 17% in both categories). It is worth noting that the average price of baby and toddler clothing is about three times cheaper (by approximately UAH44) than girls and boys clothing (UAH141-151). Distribution channel structure displays a weak transition to modern retail formats: the value share of clothing and footwear specialist retailers is slowly growing (26% in 2010), however, mostly at the expense of dominating other non-grocery retailers (61% in 2010). At the same time the value share of grocery stores is also increasing (3% in 2010) due to high demand for cheap childrenswear. Share of grocery retailers expected to grow further, as now it is limited by a small product assortment. All these channels additionally have to compete with secondhand stores, which account for a significant market share, but not covered by Euromonitor International research.
COMPETITIVE LANDSCAPE The Ukrainian childrenswear market is very fragmented and dominated by inexpensive products, as parents do not want to spend much on clothes that will not be worn for a long time. The branded products segment is relatively small with dominance of well-advertised international brands sold at special departments of existing stores oriented for an adult audience. However, none of the leading brands exceeds even a 2% value share in overall childrenswear. Well-established N ke is the leading brand with a 2% value share followed by combination of brands primarily represented by Marateks DP and adidas. PROSPECTSS Over the forecast period through 2015 childrenswear is expected to demonstrate impressive growth, ignoring the recession s influence. Volume sales are expected to increase at a 6% CAGR and constant value sales are expected to increase at an 8% CAGR over this time period.
CATEGORY DATA Table 1 Sales of Childrenswear by Category: Volume 2005-2010 '000 units Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear 2005 2006 2007 2008 2009 2010 Table 2 Sales of Childrenswear by Category: Value 2005-2010 UAH million 2005 2006 2007 2008 2009 2010 Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear,,,,,, Table 3 Sales of Childrenswear by Category: % Volume Growth 2005-2010 % volume growth Boys' Clothing 2009/10 2005-10 CAGR 2005/10 Total
Girls' Clothing Baby and Toddler Wear Childrenswear Table 4 Sales of Childrenswear by Category: % Value Growth 2005-2010 % current value growth Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear 2009/10 2005-10 CAGR 2005/10 Total Table 5 Childrenswear Company Shares 2006-2010 % retail value rsp Company 2006 2007 2008 2009 2010 Total 100.0 100.0 100.0 100.0 100.0 Table 6 Childrenswear Brand Shares 2007-2010 % retail value rsp Brand Company 2007 2008 2009 2010 Total 100.0 100.0 100.0 100.0
Table 7 Sales of Childrenswear by Distribution Format: % Analysis 2005-2010 % retail value rsp 2005 2006 2007 2008 2009 2010 Store-Based Retailing - Grocery Retailers - Non-Grocery Retailers - - Mixed Retailers - - - Department Stores - - - Mass Merchandisers - - - Variety Stores - - - Warehouse Clubs - - Clothing and footwear specialist retailers - - Leisure and Personal Goods Specialist Retailers - - - Sports goods stores - - - Other Leisure and Personal Goods Specialist Retailers - - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling - Vending Total 100.0 100.0 100.0 100.0 100.0 100.0 Table 8 Forecast Sales of Childrenswear by Category: Volume 2010-2015 '000 units Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear 2010 2011 2012 2013 2014 2015 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 9 Forecast Sales of Childrenswear by Category: Value 2010-2015 UAH million Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear 2010 2011 2012 2013 2014 2015
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Sales of Childrenswear by Category: % Volume Growth 2010-2015 % volume growth Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear 2014/15 2010-15 CAGR 2010/15 Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Childrenswear by Category: % Value Growth 2010-2015 % constant value growth Boys' Clothing Girls' Clothing Baby and Toddler Wear Childrenswear 2010-15 CAGR 2010/15 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
CLOTHING ACCESSORIES IN UKRAINE - CATEGORY ANALYSIS HEADLINES In 2010 sales of clothing accessories increase by 4% and 17% in volume and value, respectively Slowly recovering incomes allow consumers to renew their wardrobe in line with domestic fashion trends and own purchasing capabilities With 9% volume sales increase other clothing accessories registers higher growth than other product groups Unit prices grow in line with macroeconomic trends to cover expenses for source materials, as accessories are mainly produced outside of Ukraine Competition remains tough, but average market value of UAH2.1 billion and excessive fragmentation do not allow active promotion Clothing accessories is expected to grow at a volume CAGR of 6% and at a constant value CAGR of 7% over the forecast period TRENDS In 2010 volume sales of clothing accessories increased by 4%, and current value sales grew by 17%. Clothing accessories is one of the smallest apparel categories, representing 8% of the total clothing market in volume terms, and 7% in value terms. Women are the main drivers of clothing accessories sales, as they are influenced by fashion trends much more than men are and in general have a wider wardrobe. Men also do buy accessories, but they do it much more rarely. Clothing accessories is at or nearing the stage of primary saturation in Ukraine, especially in the economy segment. Accessories trading developed despite the economic crisis instability through sales in small stores (or even temporary selling points) operating on streets or similar places with high concentrations of consumer traffic, such as underground passageways. According to industry representatives, accessories sales have seasonal fluctuation. The seasonal peak is from April-September, when 60-70% of accessories are sold. Some premium accessories were sold only before Christmas/New Year holidays, very often as gifts. Nevertheless, accessories remain highly marginal goods with more than average profitability. The fastest volume growth in 2010 was demonstrated by other clothing accessories (up by 9%) due to sporadic marketing activities of small producers and growing demand for cheap uncommon products, such as arm warmers or sleeves. Other categories demonstrated volume growth ranging from 3-4% and current value growth ranging from 14-19%. In all, the category started to recover from crisis with 4% growth in units in 2010, but the absolute level of peak, 2007 sales will not be reached before 2014. The majority of small domestic producers of accessories operate in the shadow market to avoid taxes and overall bureaucratic hassle, which helps to keep production costs low. Some of those producers are individuals producing small quantities at home. Such producers mostly make hand-sewn accessories, apparel decorations, handbags and the like. Up to 60% of
domestically produced clothing accessories including the type of shadow market accessories are exported. The average unit price of clothing accessories grew by UAH11 or 13% to reach UAH98 per unit in 2010. Unit price growth was a result of increasing raw materials costs and other factors influenced by relatively high inflation. Accessory pricing was aimed at reaching some level of profitability rather than at capturing market share: commonly, people buy accessories as a present or as a substitution for a spoiled one. Considering that clothing accessories have a lifetime that is longer than that of other apparel and that buyers are less influenced by fashion trends when purchasing accessories, traders saw good sales volumes with slack attention paid to price. Other non-grocery retailers (open markets and street stalls) still accounts for the highest value share of 65% amongst distribution channels, but shows a trend towards further shrinkage to the benefit of store-based retailing. Clothing and footwear specialist retailers boasted a 22% value share and grocery retailers increased its share to 6% in 2010, thanks to a widening assortment, economy prices and expanding number of chained outlets. In non-store retailing, internet retailing and sports good stores also saw slight upticks in value share in 2010. COMPETITIVE LANDSCAPE Obviously, the clothing accessories market is very fragmented due to there being so many different product types covered in this category and so many small producers. Overall, the biggest volumes of sales were achieved by small no-name and domestic producers selling relatively cheap products. PROSPECTS Over the forecast period clothing accessories is expected to grow at a volume CAGR of 6% and at a constant value CAGR of 7%. This will translate to a market size of 29 million units and UAH2.9 billion. Increasing disposable incomes and accordingly growing spending will be the main reasons driving sectors growth. Additionally growth will be supported by expansion and entrance of well-known branded stores such as Zara, Mango, Gap and others.
CATEGORY DATA Table 1 Sales of Clothing Accessories by Category: Volume 2005-2010 '000 units Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2005 2006 2007 2008 2009 2010 Table 2 Sales of Clothing Accessories by Category: Value 2005-2010 UAH million Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2005 2006 2007 2008 2009 2010 Table 3 Sales of Clothing Accessories by Category: % Volume Growth 2005-2010
% volume growth Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2009/10 2005-10 CAGR 2005/10 Total Table 4 Sales of Clothing Accessories by Category: % Value Growth 2005-2010 % current value growth Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2009/10 2005-10 CAGR 2005/10 Total Table 5 Clothing Accessories Company Shares 2006-2010 % retail value rsp Company 2006 2007 2008 2009 2010 Total 100.0 100.0 100.0 100.0 100.0 Table 6 Clothing Accessories Brand Shares 2007-2010 % retail value rsp Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 Table 7 Sales of Clothing Accessories by Distribution Format: % Analysis 2005-2010 % retail value rsp 2005 2006 2007 2008 2009 2010 Store-Based Retailing - Grocery Retailers - Non-Grocery Retailers - - Mixed Retailers - - - Department Stores - - - Mass Merchandisers - - - Variety Stores - - - Warehouse Clubs - - Clothing and footwear specialist retailers - - Leisure and Personal Goods Specialist Retailers - - - Sports goods stores - - - Other Leisure and Personal Goods Specialist Retailers - - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling - Vending Total 100.0 100.0 100.0 100.0 100.0 100.0 Table 8 Forecast Sales of Clothing Accessories by Category: Volume 2010-2015 '000 units Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2010 2011 2012 2013 2014 2015
Euromonitoar International from trade associations, trade press, company research, trade interviews, trade sources Table 9 Forecast Sales of Clothing Accessories by Category: Value 2010-2015 UAH million 2010 2011 2012 2013 2014 2015 Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories,,,,,, Euromonitoar International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2010-2015 % volume growth Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2014/15 2010-15 CAGR 2010/15 Total Euromonitoar International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Clothing Accessories by Category: % Value Growth 2010-2015 % constant value growth Belts Gloves Hats/Caps Scarves Ties Other Clothing Accessories Clothing Accessories 2010-15 CAGR 2010/15 TOTAL Euromonitoar International from trade associations, trade press, company research, trade interviews, trade sources
HOSIERY IN UKRAINE - CATEGORY ANALYSIS HEADLINES Volume sales of hosiery grow by 4% and current value sales by 17% in 2010 Open markets (other non-grocery retailers) remain the most common channel for sales of hosiery Other hosiery shows slightly faster growth (up by 4% in volume and 18% in value) in 2010 than socks and tights Average unit price grew by 13% to UAH17 in 2010 Several importers lead in standard and premium segments, while local producers and noname economy production from Asia drives other sales Volume and constant value sales of hosiery, which are everyday usage goods, are expected to increase at CAGRs of 7% and 9%, respectively over forecast period TRENDS Volume sales of hosiery increased by 4% in 2010, whilst current value sales increased by 17%. Due to the low average prices, this segment represented 20% of the total Ukrainian clothes market in volume terms, but only 3% in value terms. Socks, reaching 4% volume growth, remained largest product group in volume terms with 30 million units sold, representing 54% of hosiery sales. Obviously, socks is an essential product, regardless of income or economic situation. However, tights accounted for the highest sales of UAH440 million, or 46% of all hosiery sales in 2010. Tights were the sphere of dominance of Chinese producers in the economy segment; Polish and other European ones were active in mid-range and premium segments. Fashion trends touched hosiery only during recent years (2004-2009) when certain products, such as leg warmers or special socks became fashionable attributes amongst sports or fitness fans. Earlier it was an apparel category consumers tried to save money on. Hosiery has a wide representation in different distribution channels, as it has also become a product of impulsive purchase. In 2010 volume sales of socks, tights and other hosiery increased by 4%, following doubledigit declines seen during 2008-2009, which had mainly affected sales of the more expensive. It is important to mention value sales of hosiery overall showed quite another picture: a 9% decline for category in 2009 was converted into 17% current value growth in 2010. This resulted from unit price increases caused by high inflation, increased production costs and a slow shift towards shopping in modern retail outlets. Average unit price of socks reached UAH11 per pair in 2010, tights cost up to UAH22 and other hosiery rose to UAH33. The dominant value share of hosiery products 65% is sold via other non-grocery retailers, usually in open stalls, as quality requirements for such products are low and the main purchase factor is low price. Over the review period, this channel saw its value share slowly decrease due to a slow shift towards modern retail outlets. Clothing and footwear specialist retailers accounted for the second highest (19%) value share as it continued to experience
the growth trend. Grocery retailers held a growing value share of 7%, which is a higher sales share than this channel has in any other type of apparel. COMPETITIVE LANDSCAPE adidas Ukrayina brands lost value share in 2010, but remained leading brand family on the Ukrainian hosiery market. Company s sales come from sports socks considered as premium hosiery, priced from UAH20-40 per pair. The further development of adidas brand indicates that adidas Ukrayina will be amongst the leaders in the premium hosiery segment during the forecast period, but its overall value share should be decreasing due competition from cheaper products. PROSPECTS Over the forecast period, hosiery will experience tough competition between strong domestic producers and cheap imported brands (especially Chinese ones). This should be beneficial to customers, as it will often lead to a decrease in prices for some promoted goods types.
CATEGORY DATA Table 1 Sales of Hosiery by Category: Volume 2005-2010 '000 units Socks Tights Other Hosiery Hosiery 2005 2006 2007 2008 2009 2010 Table 2 Sales of Hosiery by Category: Value 2005-2010 UAH million Socks Tights Other Hosiery Hosiery 2005 2006 2007 2008 2009 2010 Table 3 Sales of Hosiery by Category: % Volume Growth 2005-2010 % volume growth Socks Tights Other Hosiery Hosiery 2009/10 2005-10 CAGR 2005/10 Total Table 4 Sales of Hosiery by Category: % Value Growth 2005-2010 % current value growth Socks Tights Other Hosiery Hosiery 2009/10 2005-10 CAGR 2005/10 Total
Table 5 Hosiery Company Shares 2006-2010 % retail value rsp Company 2006 2007 2008 2009 2010 Total 100.0 100.0 100.0 100.0 100.0 Table 6 Hosiery Brand Shares 2007-2010 % retail value rsp Brand Company 2007 2008 2009 2010 Total 100.0 100.0 100.0 100.0 Table 7 Sales of Hosiery by Distribution Format: % Analysis 2005-2010 % retail value rsp Store-Based Retailing - Grocery Retailers - Non-Grocery Retailers - - Mixed Retailers - - - Department Stores - - - Mass Merchandisers - - - Variety Stores - - - Warehouse Clubs - - Clothing and footwear specialist retailers - - Leisure and Personal Goods Specialist Retailers - - - Sports goods stores - - - Other Leisure and Personal Goods Specialist Retailers 2005 2006 2007 2008 2009 2010
- - Other Non-Grocery Retailers Non-Store Retailing - Homeshopping - Internet Retailing - Direct Selling - Vending Total 100.0 100.0 100.0 100.0 100.0 100.0 Table 8 Forecast Sales of Hosiery by Category: Volume 2010-2015 '000 units 2010 2011 2012 2013 2014 2015 Socks Tights Other Hosiery Hosiery,,,,,, Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 9 Forecast Sales of Hosiery by Category: Value 2010-2015 UAH million Socks Tights Other Hosiery Hosiery 2010 2011 2012 2013 2014 2015 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Sales of Hosiery by Category: % Volume Growth 2010-2015 % volume growth Socks Tights Other Hosiery Hosiery 2014/15 2010-15 CAGR 2010/15 Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Hosiery by Category: % Value Growth 2010-2015 % constant value growth Socks 2010-15 CAGR 2010/15 TOTAL
Tights Other Hosiery Hosiery Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
MEN'S OUTERWEAR IN UKRAINE - CATEGORY ANALYSIS HEADLINES With 7% volume growth and 18% current value growth, 2010 is the first year showing positive growth for men s outerwear after two years of significant volume declines and one year of current value decline Increased consumer income partially combined with resumption of delayed purchases drives the market Men s suits, jumpers and shirts have highest current value growth and are the most demanded goods because of convenience and practicality for everyday usage Unit prices increase by 10% to UAH237, as affordability remains a key factor when considering a purchase Competition is characterised by oscillating shares of domestic licensees of famous global brands and strivings of local producers to survive Men s outerwear expected to see sales increase at CAGRs ranging from 4-6% in volume and from 5-8% in constant value TRENDS Men s outerwear remained unsaturated, reflecting some demand decrease. The economic crisis did present an opportunity for domestic players to develop: international retail chains are not expected to appear earlier than 2012-2013. State Statistics has reported that some domestic operators have started to realise the possibilities: for example, production of knitted clothes rose by 2% and suits went up by 13%in 2010. Value sales of domestic producers averaged 5% growth in 2010. However, despite this growth domestic companies are not expected to recover their previous positions, as they cannot compete with imported economy products by price, or with imported branded products having the advantages of fashionable designers, brands status and marketing support. In 2010 men s outerwear reached 7% growth in volume and 18% in current value sales. Intensified consumer spending due to higher incomes and resumption of previously delayed purchases of products types such as suits, coats and sometimes jeans, were pushing volume sales up. Inflation caused product prices to increase and this, combined with slow up trading, contributed to higher value sales. Men s outerwear was driven mostly by demand from young men with higher interest in shopping. Men are usually much more realistic when buying new clothes, and only rarely purchase apparel on impulse or after seeing an advert. However, a noticeable share of men s outerwear is bought by their women, especially amongst older adults. A large and still growing part of local production of men s outerwear in Ukraine has been oriented towards filling external orders rather than toward domestic demand, as Ukrainian customers have turned to imported apparel made from cheaper fabric leading to lower prices. Cheap imported apparel (including sports apparel) originating from China/Turkey was mostly sold at markets (bazaars). Despite being of lower (but satisfactory for the most of population) quality and unable to suit professional requirements (sports, tourism) these imports are very
popular due to their low prices. Sports apparel in Ukraine is popular to wear not only when exercising, but also during leisure time and at home. Sports fashion in Ukraine is quite conservative, with people, especially younger ones, opting for well-known brands such as Nike or adidas. Such brands in a large part of society remain social status symbols. However, for many Ukrainians original products for these brands are not affordable, so they opt for widely available fake copies. Within men s outerwear, suits showed strongest performance with 9% volume and 23% value growth. Suits are usually worn by consumers with higher than average incomes and level of incomes in this group recovered faster compared to that of average consumers, which contributed to this value growth. Additionally, during the recession some people postponed purchases of suits, one of the most expensive men s outerwear pieces, until better times. Resumption of such delayed purchases contr buted to noticeable suits growth in 2010. Sales of premium men s outwear products and most expensive clothing products in general were strongly hurt during the recession. When experiencing demand shrinkage traders optimised and stocked only popular category models. As a result, sales of expensive outerwear were occurred mostly in big cities. In 2010, excluding sales of suits, sales of the more expensive types of men s outerwear in general recovered much more slowly than sales of average men s outerwear, as consumers are more cautious about where and on what to spend. For example wool products were substituted by cheaper textile products. Men s jacket and coats the most expensive outerwear category showed negative growth by -1% in volume terms in 2010. Women s jackets, coats and suits experienced the highest unit price growth (UAH45-60 on average) in 2010 compared with that of other men s outerwear products. It was caused by a plenty of factors with an accent on lower men s demand sensitivity to those product groups prices. All mentioned product groups were the most expensive goods in the category with average price (UAH498 and UAH433, respectively). COMPETITIVE LANDSCAPE Nike brand was slightly ahead of adidas in 2010, with each holding a value share of 3%. Both brands success is attributable to widely recognisable brand names, wide distribution networks and substantial marketing support. Adidas expected to meet some troubles in the forecast period due to its decision to change retail format (open more own brand stores) in the Ukrainian market. The company will switch to own store development instead of cooperating with domestic retail chains.