1 el mercado europeo

Introduction to the

EU market

Identify EU markets

EU Market entry garments CBI-Inexmoda-Proexport Medellin 4 August Cali 5 August Bogota 6 August By Josephine Koopman

Welcome

Centre for the Promotion of Imports from developing countries

| August, 2014 2

Introduction: Josephine Koopman Since 1990 in garment industry •  Sourcing and buying manager for different brands (e-commerce) •  Garment expert CBI •  Modana-Laimbock (Importer) •  Hema (Department store) •  Foxy Fashion (Chain store) •  Vero Garments (Factory in Zimbabwe)

Education - Free University of Amsterdam, - Technical school for the garment industry (nowadays AMFI Amsterdam Fashion Institute)

3 Centre for the Promotion of

Imports from developing countries | August, 2014

Our goal for this session

Understand the basics of the European Union

markets

And

Identify EU target markets

CBI| José Koopman 4

EU market access training lay-out 9.00-­‐9.30   Introduc/on  

Introduc/on  of  the  par/cipants      The  European  market  Trade  channels:  Players,  margins  and  fashion  cycle  (part  1)  

10.30-­‐11.00   Coffee/tea  break    

11.00-­‐12.30   Trade  channels:  Players,  margins  and  fashion  cycle  (part  2)  Sourcing  strategies  of  EU  buyers,  industry  trends:  treats  or  opportuni/es?    

12.30-­‐13.30   Lunch  

13.30-­‐14.30   Introduc/on  CBI  and  new  Body  wear  programme  Tes/monial    

14.30-­‐15.00   Coffee/tea  break    

15.00-­‐16.00   Discussion  –  Applica/on  form    Centre for the Promotion of

Imports from developing countries | August, 2014

5

Introduction participants •Name •Company (name and main product group) •Function (job) •Expectations of this training

What do you want to learn?

Centre for the Promotion of Imports from developing countries

| August, 2014 6

EU Apparel market: an introduction

1.   The European Union 2.   Facts & Figures 3.   Differences

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Your experience: who is exporting to Europe?

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The European Union

The European internal market:

One market without internal frontiers, with a common external customs policy

No Internal frontiers and free movement of

Persons Goods

Services Capital

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History of the European Union, founding members

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Today  EU  28  member  states/28  markets  

Euro zone since 2002

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http://en.wikipedia.org/

Eurozone 2014

Opt out Obliged Using without agreement Outside EU using Euro

Politics per Country versus EU

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EU Consumer market

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popula&on  2014  

EU   505,000,000  

China   1,363,710,000  

US   317,814,000  

Colombia   45,745,783  

Germany   80,716,000  

Selecting priority countries for export Key statistics to check include: -  Imports of the product groups in which you are interested

-  Which countries import most of these products -  Which countries supply most of these products

-  How important are developing countries in the supply

-  What are the growth rates, by volume and value CBI| José Koopman 16

Facts & Figures http://exporthelp.europa.eu go to statistics CBI market research

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CBI| Josephine Koopman| 8-2014

Present EU Market Potential:EU apparel consumption* by product group, in € million

Data source: Eurostat 2013 (Prodcom)

Outerwear consumption per country

Source Sippo 2013

ç

ç

ç

Fact & Figures: EU Apparel consumption

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Data source: Eurostat (Prodcom) 2013/cbi market research

Apparel import 2008-2012

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Source: the Economist Intelligence Unit

1.1

EU economy forecast

Apparel import per country

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EU knitted and woven garments Leading suppliers

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EU body wear Leading suppliers

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Export performance of the Colombian Underwear & Lingerie sub-sector

Source marketshare

EU sports wear Leading suppliers

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EU major trade hubs

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Facts China remains biggest supplier of woven and knitted garments Germany: biggest importer, high quality and reliability Imports from Eastern European Countries Italy: Major importer and exporter of apparel Fashionable and innovative products Imports from Eastern European Countries Relatively low-priced products. France Exports (is biggest in sportsclothing) Fashionable and innovative products French brands are sold throughout Europe

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EU Apparel market: an introduction

1.  The European Union 2.  Facts & Figures 3.   Differences

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3. Europe Differences

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UK

64 million

France

66 million

Spain

46 million

Holland

17 million

Germany

81 million

Italy

60 million

Greece

11 million

Belgium

11 million

Europe

Poland 39 million

European Languages

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Religions

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Catholic Christianity

Protestant Christianity

Orthodox Christianity

Sunni Islam

Source http://www.zonu.com/

Centre for the Promotion of Imports from developing countries | Mrs. J. Koopman www.koopman-

works.nl

36

Fashion in France

Centre for the Promotion of Imports from developing countries | Mrs. J. Koopman www.koopman-

works.nl

37

Fashion in Germany

Material requirements

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Material requirements CBI| José Koopman 39

Material requirements

28 business cultures- Eu divided in 4 regions

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North Europe West Europe South Europe East Europe

Business Culture

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North    Ok  to  say  No      Time  is  Money    Less  formal    Offer      

West    Ok  to  say  No      Time  is  Money    Formal    Offer    

South    Less  direct  communica/on    Rela/on  important    Status    Trust  before  business  starts  

East    Less  direct  communica/on    Rela/on  important    Status    Transi/on  older  genera/on  to  younger  genera/on  

EU Apparel market in short 1.  The European Union 2.  Facts & Figures 3.  Differences

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Ways to focus -  Choose cultural region

-  Choose country -  Choose a trade channel

-  Choose product group

-  Choose market segment- high/mid/low

-  Choose nice market – special product, fair trade ……

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Our goal for this session

Understand the basics of the European Union

markets

And

Identify EU target markets

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Thank you for your attention!

Any questions?

Josephine Koopman, CBI