Presentation is loading. Please wait.

Presentation is loading. Please wait.

Colombian Presentation The Canadian Apparel Market A Guide for Potential Colombian Apparel Exporters Prepared By 1.

Similar presentations


Presentation on theme: "Colombian Presentation The Canadian Apparel Market A Guide for Potential Colombian Apparel Exporters Prepared By 1."— Presentation transcript:

1 Colombian Presentation The Canadian Apparel Market A Guide for Potential Colombian Apparel Exporters Prepared By 1

2 Colombian Presentation 2 Purpose of today's presentation Introduction  Describe what a Colombian apparel supplier has to do in order to enter and be competitive in the Canadian apparel market  Introduce Trendex North America  Review the history of Colombian apparel exports to Canada  Overview the Canadian retail apparel market  Identify potential opportunities for Colombian apparel manufacturers in Canada

3 Colombian Presentation 3 An apparel marketing intelligence and consulting company focusing on the Canadian and Mexican apparel markets. As an industry specialist Trendex offers companies unique value added insights based on both working with apparel retailers and suppliers and its continuous propriety research information services.www.trendexna.com Trendex North America

4 Colombian Presentation Source: Statistics Canada/ CIA Fact Book What is Canada? 4 CanadaWorld Rank ColombiaWorld Rank Population (000)34,568#3745,370#29 Yearly Pop Growth Rate0.78# #104 GDP (U.S.$Trillions 2012)$1.4#14$0.5#29 GDP Per Capita (U.S.$2012)$41,500#27$10,700#112 Retail Apparel Sales (US$Mill)$27,420-$9,600- Apparel Sales per Person (US$)$793-$211-

5 Colombian Presentation Source: Statistics Canada Largest Provinces Ontario 13,472,000 Quebec8,028,000 British Columbia4,606,000 Alberta3,847,000 Largest Metropolitan Markets Toronto5,839,000 Montreal3,909,000 Vancouver2,420,000 Calgary1,265,000 Ottawa1,259,900 Edmonton1,196,340 What is Canada? 5

6 Colombian Presentation 6 CANADIAN TOTAL APPAREL IMPORTS ($ Millions) Source: Statistics Canada 2012/2011 Change +0.8% $9,118 Canadian Apparel Importing Patterns

7 Colombian Presentation 7 Source: Statistics Canada CambodiaBangladeshHondurasTotal Imports ChinaVietnamIndia Imports of Apparel Into Canada January – December 2012 Percent Change Pakistan 14.6% MexicoTurkeyUSA Canadian Apparel Importing Patterns

8 Colombian Presentation 8 IMPORTS OF APPAREL INTO CANADA January – December 2012 ($ Millions) Source: Statistics Canada Canadian Apparel Importing Patterns

9 Colombian Presentation Canadian Apparel Importing Patterns Largest Latin America Apparel Exports to Canada 2012 C$ (000) CountryAmount % Change 2012/2011 Mexico$322, % Honduras$84, % El Salvador$37, % Guatamala$34, % Peru$29, % Nicaragua$26, % Haiti$24, % Dominican Republic $19, % Colombia$9, % Costa Rica$5, % 9

10 Colombian Presentation 10 Colombia’s Apparel Exports to Canada Canadian Dollars (000) Source: Statistics Canada Canadian Apparel Importing Patterns % Change 2012/ %

11 Colombian Presentation Canadian Apparel Importing Patterns Hosiery/ Workwear/ All Other Women’s/Girl’s Men’s/Boy’s Colombia’s Apparel Exports to Canada 2012 Canadian Dollars (000) Children’s 11

12 Colombian Presentation Canadian Apparel Importing Patterns Colombia’s Apparel Exports to Canada Canadian Dollars (000) Segment % Change 2012/2008 Men’s$3,454$2,641$3,113$3,262$4, % Women’s$2,611$2,879$2,570$2,964$3, % Childrens$380$223$188$216$ % All Other$1,546$1,267$1,322$1,563$1, % 12

13 Colombian Presentation Canadian Apparel Importing Patterns Largest Latin America Apparel Exporters to Canada 2012 Dollars (Millions) 13 CountrySales Mexico$194 Honduras$56 Haiti$22 El Salvador$18 Nicaragua$17 Dominican Republic $14 Guatemala$13 Peru$12 Colombia$4.2 CountrySales Mexico$62 Honduras$15 Guatemala$11 Peru$9 El Salvador$6 Nicaragua$5 Colombia$3.7 Dominican Republic $3 CountrySales El Salvador $0.6 Guatemala$0.5 Mexico$0.4 Honduras$0.2 Colombia$0.2 Peru$0.1 Nicaragua$0.1 Dominican Republic $0.1 CountrySales Mexico$65 Honduras$12 El Salvador $12 Peru$8 Nicaragua$3 Dominican Republic $2 Costa Rica $2 Colombia$1.4 Brazil$0.8 MenWomenJuvenileAll Other

14 Colombian Presentation 14 Total Exports Total Imports Colombia APPAREL BALANCE OF TRADE WITH CANADA Thousands of Dollars Source: Canadian Apparel Importing Patterns

15 Colombian Presentation 15 What can be said about Canadian Apparel Manufacturers? The number of manufacturers and their sales have decreased by 35% - 45% over the past ten years Canadian Apparel Suppliers

16 Colombian Presentation 16 Canadian Apparel Manufacturing Sales Seasonally Adjusted (Millions of Dollars) % Change (N.A) (-27.2%) (-16.4%) (+3.8%) (-2.2%) (-13.9%) Previous Year Canadian Apparel Suppliers

17 Colombian Presentation 17 What can be said about Canadian Apparel Manufacturers? The number of manufacturers and their sales have decreased by 35% - 45% over the past ten years Have changed from manufacturers to suppliers Are focusing increasingly on exporting with mixed success Have become more marketing oriented Are totally dependent on the U.S. market, as they have been unable to develop consistent sales in other markets Canadian Apparel Suppliers

18 Colombian Presentation 18 Total Exports United States Exports U.S. Share (89%)(88%)(91%)(85%) TOTAL CANADIAN APPAREL EXPORTS ($ Millions) Source: Statistics Canada (83%)(81%)(80%) Canadian Apparel Suppliers

19 Colombian Presentation Canadian Apparel Suppliers Largest Canadian Apparel Suppliers 2012 CompanyProductsChannelCountry GildanUnderwearDiscountU.S./Canada PeerlessMen’s Suits/sportcoats DepartmentU.S. NygardWomen’s coordinatesDept/Spec/DiscCanada/U.S. Levi Strauss CanadaJeans/casual pantsDept/Spec/DiscCanada Point ZeroSportswearDept/DiscU.S. RootsSportwear/activewearDept/SpecCanada/U.S. Hanesbrand CanadaLingerie/underwearDept/Spec/DiscCanada Warnaco CanadaJeans/lingerieDept/Spec/DiscCanada Fruit of the Loom Canada Lingerie/underwearDiscountCanada Canadian GooseOuterwearDept/SpecCanada/Developed Countries Western GloveJeans/outerwearDept/SpecCanada/U.S. StanfieldUnderwearDept/DiscCanada/U.S. 19

20 Colombian Presentation Merchandise CategoryExample Fur coatsMany small suppliers Winter outerwearCanadian Goose Mid priced suits and sport coatsPeerless Mid and better priced dress slacksBallin Women’s mid priced coordinatesNygard Women’s mid/better priced women’s lingerie Adorable/Arianne Women’s tights/pantyhoseDoris Hosiery Men’s underwearStanfield Canadian Domestic Apparel Manufacturing Base Canadian Apparel Suppliers 20

21 Colombian Presentation 21 NAFTA MARKET OVERVIEW 2012 Population (Millions)GDP (U.S$Trillions) Nafta Overview

22 Colombian Presentation NAFTA Overview Total Retail Apparel Market 2012 (US$ Millions) 22

23 Colombian Presentation 23 TOTAL APPAREL MARKET 2012 Dollar Sales Discount Stores Sporting Goods Stores Department Stores Apparel Specialty Stores All Other Outlets NAFTA Overview

24 Colombian Presentation 24 CANADIAN RETAIL CHANNEL DEFINITIONS Department Stores Discount Stores Better Clothing Chains Other Clothing Chains Other Notable Stores Sears The Bay Walmart Aubiererie Superstore Target Winners Giant Tiger Croteau Holt Renfrew Harry Rosen Femme de Carrier H&M Mark’s Laura Northern Reflections Reitman’s Simons Zara Costco Sport Chek/Experts *Store Only NAFTA Overview

25 Colombian Presentation Más Joven Más Viejo Edad Media Ingreso Familiar MERCADO TOTAL MEXICANO DE ROPA PARA DAMAS 2012 Posicionamiento del Detallista Bajo Alto Medio Wal-Mart Bershka C&A Liverpool Suburbia Sears Coppel Palacio de Hierro Zara Media The Bay Soriana Comercial Mexicana Bodega Aurrerá Avon Andrea 25 Ilusion Price Shoes Vicky Form Martí Sears Canadá

26 Colombian Presentation TOTAL APPAREL MARKET 2012 Dollar Sales Largest Retailers NAFTA Overview 26 Canada Walmart 10.1% Sears 9.5% The Bay 8.1% Mark’s 5.8% Winners 4.3% Reitmans 3.8% Old Navy 3.6% H&M 3.3% Gap 3.1% Moores 2.5% United States Walmart 8.0% J.C. Penney 7.6% Target 5.9% Kohl’s 3.0% Sears 2.8% Macy’s 2.7% T.J. Maxx 2.5% Kmart 1.8% Nordstrom 1.7% The Gap 1.3% Mexico Suburbia 10.6% Coppel 5.7% Liverpool 5.6% Walmart 4.8% Zara 3.2% Sears 3.0% Bodega Aurrera 2.7% Soriana 1.4% C&A 1.3%

27 Colombian Presentation How is Canadian apparel retailing different from American apparel retailing? Compared to the United States, Canda: Has sales disproportionately smaller at the better end of the market Has fewer channels of distribution Has a higher degree of retail concentration Has more promotional activity Has a higher percentage of independent apparel retailers (especially in Quebec) 27 NAFTA Overview

28 Colombian Presentation CANADIAN TOTAL APPAREL MARKET 2012 Estimated Canadian Retail Dollar Sales (C$Millions ) $27,422 Canadian Retail Apparel Market 28

29 Colombian Presentation 29 TOTAL CANADIAN APPAREL MARKET Retail Dollar Sales January - December Discount Stores Sporting Goods Stores Department Stores Apparel Specialty Stores All Other Outlets Canadian Retail Apparel Market

30 Colombian Presentation Total Men Women Juvenile Department Stores 17.5% 18.0% 18.5% 13.8% Discount Stores 21.8% 18.7% 19.0% 40.4% Apparel Specialty Chains 48.1% 47.8% 50.4% 31.7% Independent Specialty Stores 5.7% 4.3% 6.0% 4.1% Sporting Goods/Pro Shops 3.6% 5.1% 2.2% 3.0% All Other Outlets 3.5% 6.1% 3.9% 6.2% Total 100% 100% 100% 100% Canadian Apparel Market 2012 Retail Dollar Share 30 Canadian Retail Apparel Market

31 Colombian Presentation 31 TOTAL CANADIAN APPAREL MARKET January - December 2012 Retail Dollar Sales Retail Concentration Largest Ten Retailers Top Ten Retailers All Other Retailers Walmart Sears (Total) The Bay Mark’s Winners Reitman’s Old Navy H&M Gap Moores 46% 54% 10.1% 9.5% 8.1% 5.8% 4.3% 3.8% 3.6% 3.3% 3.1% 2.5% Canadian Retail Apparel Market

32 Colombian Presentation Men Women Juvenile Mark’s Sears Walmart Sears Walmart Zellers The Bay The Bay Sears Walmart Winners Children’s Place Moores Reitmans Winners Zellers H&M Old Navy Winners La Senza Superstore Canada’s Largest Apparel Retailers 2012 Retail Sales 32 Canadian Retail Apparel Market

33 Colombian Presentation Young Older Income CANADIAN WOMEN’S APPAREL MARKET 2012 Low Average High Winners The Gap Old Navy H&M Walmart Sears Superstore Mark’s The Bay Age Penningtons Aeropostale Independent Retailers Holt Renfrew Reitmans Costco Banana Republic Laura Le Chateau 33 Garage Dynamite Canadian Retail Apparel Market Mexx

34 Colombian Presentation Young Older Income CANADIAN MEN’S APPAREL MARKET 2012 Low Average High Winners The Gap Old Navy Sport Chek Walmart Sears Retail Superstore Mark’s The Bay Age Costco American Eagle Harry Rosen Holt Renfrew Moores Zellers Tip Top Banana Republic Eddie Bauer Le Chateau 34 Canadian Retail Apparel Market

35 Colombian Presentation Retailer Stores Mark’s Reitmans Le Chateau Suzy Shier La Senza* Northern Reflection* Penningtons Smart Set Garage Rickis* Stiches La Vie En Rose Moores* Addition Elle Jacob Tip Top Mexx* Canadian Retail Apparel Market Largest Apparel Specialty Chains 2012 Stores *Foreign Owned

36 Colombian Presentation Men Women Juvenile Unisex Mark’s 384 Moores 119 Tip Top 99 Randy River 39 International Clothiers 32 Jack & Jones 31 Ernest 27 George Richards 23 Mr. Big & Tall 19 Reitman’s 362 Suzy Shier 190 La Senza 185 Northern Reflections 160 Penningtons 152 Smart Set 150 Garage 147 Rickis 142 La Vie En Rose 128 Children’s Place 85 Gymboree 39 Bonnie Togs 37 Clement 30 Carters/Osh Kosh 28 Souris Mini 28 OK Kids 24 Siblings 23 Le Chateau 241 Stiches 136 Bluenotes 125 Warehouse One 113 Bootlegger 93 Mexx 91 Danier Leather 89 Urban Planet Canadian Retail Apparel Market Largest Apparel Specialty Chains 2012 Stores

37 Colombian Presentation % of Dollar Sales Merchandise Category Men's Outerwear12.2%12.9%14.3%14.4%13.9% Men's Suits, Sport Coats9.2%8.9%8.6%9.4%9.2% Men's Pants and Tops55.3%54.4%53.3%52.8%54.3% Men's Underwear, Sleepwear & Socks8.3% 8.1%7.2%7.5% Other Men's Clothing5.7%5.9%6.1%5.8%5.6% Men's Accessories9.3%9.6% 10.4%9.5% 100% Source: Statistics Canada 37 Canadian Retail Apparel Market Canadian Men’s Apparel Sales Retail Dollar Sales

38 Colombian Presentation % of Dollar Sales Merchandise Category Women's Outerwear10.5%8.8%9.1%10.3%10.5% Women's Dresses & Suits7.5%8.1%7.6%7.3%7.6% Women's Skirts, Pants & Tops56.8%57.5%57.2%57.0%55.2% Women's Hosiery2.8%2.7%2.5% Women's Lingerie10.9%11.1%11.2%10.4%9.9% Other Women's Clothing3.3%3.7%4.3%4.5%5.1% Women's Accessories8.2%8.1% 8.0%9.2% 100% Source: Statistics Canada Canadian Retail Apparel Market Canadian Women’s Apparel Sales Retail Dollar Sales 38

39 Colombian Presentation Canadian Apparel Retailer Profile Department Store Sales (2011)C$4.3 Billion Stores118 Department Stores 48 Sears Home Stores 269 Sears Dealer Stores 11 Outlet Stores HeadquarteredTornoto, Ontario (416) StrengthsWomen’s Intimate Apparel, Women’s Plus and Petite sizes, Men’s Workwear, Private Label brands National Brand/Private Label Apparel Ratio 45%/55% Private LabelsNevada, Jessica, Arnold Palmer, Kenise, Mac & Jac, Protocol Possibility of Sourcing from Colombia 30% - 40% Sears Canada 39

40 Colombian Presentation Canadian Apparel Retailer Profile Department Store Sales (2011)C$3.2 Billion Stores90 HeadquarteredToronto, Ontario (905) StrengthsMen’s Suits Brand Selection Private Labels Joint Venture with Top Shop/Top Man National Brand/Private Label Apparel Ratio 90%/10% Private LabelsHudson North, Black & Brown, Hudson Bay Signature Possibility of Sourcing from Colombia 20% - 25% The Bay 40

41 Colombian Presentation Canadian Apparel Retailer Profile Discount Store Sales (2011)U.S.$22.4 Billion Stores209 Walmart Supercenters 170 Walmart Stores HeadquarteredToronto, Ontario (905) StrengthsApparel basics Childrenswear Low price perception National Brand/Private Label Apparel Ratio 10%/90% Private LabelsGeorge, g21, Athletic Works Possibility of Sourcing from Colombia 10% - 15% Walmart Canada 41

42 Colombian Presentation Canadian Apparel Retailer Profile Apparel Specialty StoreReitman’s Canada Montreal Quebec Sales (2012) C$1.1 Billion Stores Total 959 Stores StoresBannerType 363Reitman’sWomen’s 167Pennington’sWomen’s Plus Size 163Addition ElleWomen’s Plus Size 68RW & Co.Unisex 152Smart SetYounger Women 76ThymeMaternity National Brand/ Private Label Ratio 0%/100% Possibility of Sourcing from Colombia 5% - 10% 42

43 Colombian Presentation Canadian Apparel Retailer Profile Apparel Specialty Store Sales (2011)C$1.02 Billion Stores386 HeadquarteredCalgary, Alberta (403) StrengthsMen’s Causalwear, Men’s Workwear, Scrubs/healthcare apparel, Work/safety footwear, Product Innovation National Brand/Private Label Apparel Ratio 10%/90% Private LabelsDenver Hays, Wind River, Clothes That Work, Dakota, Mountain Gear, Work Pro Possibility of Sourcing from Colombia 15% - 20% Mark’s 43

44 Colombian Presentation Canadian Apparel Retailer Profile Apparel Specialty Store Sales (2011)C$750 Million Stores8 HeadquarteredQuebec City, Quebec (418) StrengthsCasual Wear Private label 18 – 29 year old segment National Brand/Private Label Apparel Ratio 10%/90% Private LabelsSimons, Contemporaine, Guepiere, Le31, Lingerie twik Possibility of Sourcing from Colombia 10% - 15% Simons 44

45 Colombian Presentation Canadian Apparel Retailer Profile Apparel Specialty Store Sales (2011)C$400 Million StoresLa Vie En Rose 91 La Vie En Rose Aqua 23 La Vie En Rose Outlets 40 HeadquarteredMontreal, Quebec (514) StrengthsPrivate Label Lingerie Swimwear National Brand/Private Label Apparel Ratio 5%/95% Private Labels La Vie En Rose Possibility of Sourcing from Colombia 20% - 25% La Vie En Rose 45

46 Colombian Presentation Canadian Apparel Retailer Profile Apparel Specialty Store Sales (2011)C$44 Million Stores52 HeadquarteredSte-Julie Quebec (450) StrengthsSwimwear (largest swimwear specialty chain), Beachwear National Brand/Private Label Apparel Ratio 85%/15% Private Labels Bikini Lounge Possibility of Sourcing from Colombia 10% - 15% Groupe Bikini Village Inc 46

47 Colombian Presentation Canadian Apparel Retailer Profile Sporting Goods Store Sales (2011)C$1.55 Billion StoresTotal 534 Athlete’s World 48 Atmosphere 62 Sport Chek 165 Sport Mart 41 Sports Experts 71 The Tech Shop 3 National Sports 18 Intersports 47 Head- quartered Calgary, Alberta (403) StrengthsNumber of StoresLargest seller of sports apparel National Brand/ Private Label Apparel Ratio 85%/15% Private Labels Firefly Possibility of Sourcing from Colombia 10% - 15% FGL Sports Ltd. 47

48 Colombian Presentation Canadian Apparel Retailer Environment Compared to the U.S. apparel retailers Canadian apparel retailers: Have chains with a fewer number of stores Are less dependent on their POS data for decision making purposes Have not been able to build their private labels into true private label brands Are not leveraging social media for marketing Have either no loyalty programs or the ones they have do not effect a consumers shopping behavior Charge higher prices/have greater margins 48

49 Colombian Presentation Canadian Apparel Retailer Environment Why are prices higher in Canada than U.S.? Protectionist policies between Canada and other countries and between Provinces Less advantageous economies of scale Higher transportation costs Bilingual packaging requirements Higher mall rents Higher labor costs for retail workers Less competition 49

50 Colombian Presentation 50 Trend’s in Canadian Apparel Retailing Increasing presence of international retailers

51 Colombian Presentation American European Trends in Canadian Apparel Retailing Abercrombie & Fitch Aeropostale American Apparel American Eagle Ann Taylor Anthropoligie Banana Republic BCBG MaxAzria Bebe Brooks Brothers Carters Children’s Place David’s Bridal Shop Eileen Fisher Forever 21 Oakely Old Navy Pink Talbots The Gap Tommy Bahama Tommy Hilfiger Tory Burch True Religion Urban Behavior Urban Outfitters Victoria Secret 7 For All Mankind Benetton Escada H&M Jack & Jones Lacoste Mango Olsen Europe Scotch & Soda Steilmann Top Shop Zara A. Increasing Presence of International Retailers Gymboree Hollister Hot Topic J.Crew Jones New York Juicy Couture Justice La Senza Lucky Brand Jeans Maurices Mexx Michael Kors Moores Motherhood 51

52 Colombian Presentation U.S. Retailers in Canada

53 Colombian Presentation 53 Increasing presence of international retailers Declining share of department stores and independent specialty retailers Increasing share of private label apparel brands Trend’s in Canadian Apparel Retailing

54 Colombian Presentation 54 Private Label Growth Trend’s in Canadian Apparel Retailing

55 Colombian Presentation Canadian Total Retail Apparel Market Dollar Share Private Labels National Brands Canadian Retail Apparel Market 2012 Dollars Private Label’s Market Share MenWomenJuvenile 55 Increasing Share of Private Label Brands Trend’s in Canadian Apparel Retailing

56 Colombian Presentation 56 Increasing presence of international retailers Declining share of department stores and independent specialty retailers Increasing share of private label apparels Emergence of new apparel sectors Trend’s in Canadian Apparel Retailing

57 Colombian Presentation Mass Middle Luxury Apparel Segment Canadian Apparel Market Distribution of Retail Sales 57 Better Fast Fashion Source: Trendex Trend’s in Canadian Apparel Retailing

58 Colombian Presentation 58 Increasing presence of international retailers Declining share of department stores and independent specialty retailers Increasing share of private label apparels Emergence of new apparel sectors “Fast Fashion” effecting all facets of the market Trend’s in Canadian Apparel Retailing

59 Colombian Presentation 59 Trends in Canadian Apparel Retailing Growing Importance of Fast Fashion

60 Colombian Presentation RetailersTotalAtlanticQuebecOntarioPraries British Columbia Forever H&M Zara Fast Fashion/Supply Chain Canadian Fast Fashion Retailers 60 Trends in Canadian Apparel Retailing

61 Colombian Presentation H&M Canada Total Revenue C$ (Millions) Total Sales +10.0% +5.2% +19.6% +20.3% +22.4% Stores Sales Per Store $6,956 $6,488 $6,494 $5,737 $5,766 (000) 61 Trend’s in Canadian Apparel Retailing

62 Colombian Presentation 62 Increasing presence of international retailers Declining share of department stores and independent specialty retailers Increasing share of private label apparels Emergence of new apparel sectors “Fast Fashion” effecting all facets of the market Small but increasing share for internet retailing Trend’s in Canadian Apparel Retailing

63 Colombian Presentation $34.2 $7.8 E-Commerce Sales of Apparel/ Accessories 2011 US$ Billions E-Commerce Sales of Footwear 2011 US$ Billions 63 Trend’s in Canadian Apparel Retailing

64 Colombian Presentation 64 Canadian Consumer Apparel Behavior What can be said about a Canadian consumers apaprel purchasing behavior: Price Sensitive Driven by promotional activity Looks for value Not loyal to any retailer Cross channel shopper Is not concerned with the country of origin Shops in the U.S., affected increasingly by U.S. apparel trends/media

65 Colombian Presentation 65 Canadian Market Entry Plan Phases I.Research the market / Identify a niche

66 Colombian Presentation 66 Identify a possible niche in terms of Products Price Points Styling Fabrications Retail Channels / Retailers Canadian Market Entry Plan

67 Colombian Presentation Estimated Sales (Millions) RetailerStores Walmart379 Sears118 La Senza159 La Vie En Rose 91 The Bay90 Penningtons167 Addition Elle163 Jacob123 Lilliane Lingerie 32 Costco82 Dept Stores Discount Stores Apparel Specialty Stores All Others Canadian Women’s Lingerie Market Largest Retailers Channels Canadian Market Entry Plan

68 Colombian Presentation Estimated Sales (000) RetailerStores Walmart379 Sears118 Mark’s386 The Bay90 Penningtons167 Reitman’s361 Winners222 Old Navy65 Bootlegger95 Garage147 Dept Stores Discount Stores Apparel Specialty Stores All Others Women’s Jean Market Largest Retailers Channels Canadian Market Entry Plan

69 Colombian Presentation Average Age Average Price CANADIAN WOMEN'S JEANS MARKET January - December 2012 Retailer Positioning Low Average 41 Sears Retail The Bay Wal-Mart Winners Mark's Northern Reflections Old Navy American Eagle Bluenotes Stitches Bootlegger The Gap Levi 1850 Holt Renfrew Costco Mexx Le Chateau High Garage Dynamite Pennington’s

70 Colombian Presentation Estimated Sales (000) RetailerStores Walmart379 Sears118 Mark’s386 The Bay90 American Eagle 94 Winners222 Old Navy65 Costco82 Bluenotes125 Bootlegger95 Dept Stores Discount Stores Apparel Specialty Stores All Others Men’s Jean Market Largest Retailers Channels Canadian Market Entry Plan

71 Colombian Presentation Average Age Average Price CANADIAN MEN'S JEANS MARKET January - December 2012 Retailer Positioning Low Average 39 Sears Retail Sears Catalog The Bay Wal-Mart Harry Rosen Winners Mark's Bluenotes Bootlegger The Gap Levi 1850 Costco Old Navy Levi's Only Stores Stitches American Eagle High Holt Renfrew

72 Colombian Presentation Estimated Sales (000) RetailerStores Forzani Group480 Sears118 Walmart379 Winners222 The Bay90 Mark’s386 Mountain Co- op 14 Roots115 American Eagle 80 Old Navy65 Costco82 Dept Stores Discount Stores Apparel Specialty Stores All Others Men’s Swimsuit Market Largest Retailers Channels Canadian Market Entry Plan Sporting Goods Stores

73 Colombian Presentation Estimated Sales (000) RetailerStores Sears118 Bikini Village52 Walmart379 The Bay90 Forzani Group480 Penningtons167 La Vie En Rose Aqua 23 Roots115 Costco82 Winners222 Dept Stores Discount Stores Apparel Specialty Stores All Others Women’s Swimsuit Market Largest Retailers Channels Canadian Market Entry Plan

74 Colombian Presentation Estimated Sales (000) RetailerStores Walmart379 Sears118 Mark’s386 The Bay90 Costco82 Winners222 Giant Tiger205 Simons8 Real Canadian Superstore 111 Dept Stores Discount Stores Apparel Specialty Stores All Others Men’s Underwear Market Largest Retailers Channels Canadian Market Entry Plan

75 Colombian Presentation 75 Canadian Market Entry Plan Phases I.Research the market / Identify a niche II.Develop a USP

76 Colombian Presentation 76 Canadian Market Entry Plan FACT Critical to success in the Canadian apparel market is identifying your company’s USP and developing a Canadian marketing plan Phase II – Develop a USP

77 Colombian Presentation 77 What is the need that we satisfy? What is our Raison d’être? What is our core competence? What are we really good at? Developing a Unique Selling Proposition (USP) What can we legitimately claim to be better at than anyone else? Canadian Market Entry Plan

78 Colombian Presentation Colombia’s Possible Strategic Advantages as An Apparel Supplier to Canada: Proximity/speed to market (Just In Time Delivery) Flexible quantities/small runs Free Trade Agreement with Canada Reputation for denim and fashion men’s underwear manufacturing and needlework capabilities Experience in dealing with U.S. apparel retailers If your company cannot legitimately claim one or more of these strategic advantages… 78 Canadian Market Entry Plan

79 Colombian Presentation Canadian Market Entry Plan Save your Money and Stay Home However, if your company has demonstrated a competitive advantage(s) in the U.S. apparel market it will almost certainly have the same advantage(s) in the Canadian market. 79

80 Colombian Presentation Dealing with Canadian Prospects If a Branded Manufacturer Offer exclusivity Offer marketing support money Offer to warehouse product in Canada If a Private Label Manufacturer Always quote in U.S. dollars Emphasize small quantities/speed to market/flexibility 80 Canadian Market Entry Plan In either case small minimums and speed to market will be seen as a competitive advantage Attendance at Canadian Trade Shows is not necessarily a must

81 Colombian Presentation Top Canadian Prospects for Colombian Apparel Manufacturers (Excludes Foreign Retailers) Product AreaTopSecondThird Men’s JeansMark’sThe BaySears Women’s JeansMark’sRicki’sBootlegger Women’s SwimwearBikini VillageLa Vie En Rose Reitmans Corp Men’s SwimwearBikini VillageForzaniMountain Coop LingerieLa Vie En Rose LillianeJacob Men’s UnderwearHolt RenfrewSimonsPriape Women’s Casualwear Mark’sReitmans Corp Northern Reflections Men’s CasualwearMark’sSearsThe Bay 81 Canadian Market Entry Plan

82 Colombian Presentation Options for a Colombian Apparel Manufacturer in Canada Supplier for Canadian retailers direct import programs Subcontractor for Canadian apparel manufacturers Agent/distributor for Canadian apparel suppliers in South America Bottom Line: Think Outside the “Box” 82 Canadian Market Entry Plan

83 Colombian Presentation 83 Bottom Line The Canada – Colombia Free Trade Agreement Offers Colombian Apparel Manufacturers a unique opportunity to increase its exports. The Colombian government has done its part, it’s now up to Colombian apparel manufacturers to take advantage of this new opportunity.

84 Colombian Presentation THANK YOU Questions about Canada or Mexico: Randy Harris, President Trendex North America 84


Download ppt "Colombian Presentation The Canadian Apparel Market A Guide for Potential Colombian Apparel Exporters Prepared By 1."

Similar presentations


Ads by Google