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New consumers and targets that are changing, this is the future scenario of the intimate-apparel sector, analyzed at the tenth Innovation Forum devoted to bodywear, beachwear and legwear, held on the eve of the opening of the international Body Look fair. The habits and lifestyles of consumers have changed radically in the last several years. The study uncovered criticisms of the retail trade. Today's women, clearly more demanding and savvy, frequently don't find what they are looking for 82 % of them stated that the new fashions get into the stores too soon and 40 % are of the opinion that the producers don't take into serious consideration the preferences of the people actually intended to wear the clothing. The landscape in this sector is in a phase of change, in no small part thanks to the new entries in the form of collections that are coming from manufacturers of outerwear and collections bearing the names of stars. The classic independent boutiques are increasingly being subjected to the competitive forces of new and different forms of distribution (a growing area, increasing from 4 to 6 % each year). The Palmers company boasts a long tradition (they opened their first store back in 1914). Now they sell their goods almost exclusively through company-owned outlets, Franchise operations and shop-in-shop operations, for a total of 314 retail outlets in Austria, Germany and other countries in Central and Eastern Europe. The Franziska Krines GmbH store in Munich has a long story to tell. Basically, Krines serves two kinds of customers: fashionable women, interested in fashion and top brands; and demanding women in quest of quality products that are often classic in nature. For an exclusive store like this advertising, mailings and special events constitute an integral part of the marketing concept.
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