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Support to Export Promotion and Investment Attraction in the Republic of Moldova

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Support to Export Promotion and Investment Attraction in the Republic of Moldova The European Union’s Tacis Programme for Moldova Support to Export Promotion and Investment Attraction in the Republic of Moldova ROMANIAN APPAREL MARKET MAY 2009 This project is funded by A project implemented by the European Union GFA Consulting Group in consortium with IDI Support to Export Promotion and Investment Attraction in the Republic of Moldova This project is financed by EuropeAid/126810/C/SER/MD Proiect implemented by a GFA the European Union Consulting Group in consortium with IDI Table of Contents INTRODUCTION....................................................................................2 CHAPTER 1. CONSUMPTION.....................................................................................4 1.1 Market volume..................................................................................4 1.2 Market segmentation…………………………………………………………………………….………5 1.3 Consumption patterns and trends.……………………………………………………………….9 CHAPTER 2. PRODUCTION……………………………………….………………….12 2.1 Production volume……………………………………………………………………………………….12 2.2 Industry trends…………………………………………………………………………………………...13 2.3 Forecasts………………………………………………………………………………………………………13 CHAPTER 3. DISTRIBUTION SYSTEM…………………………………………….15 3.1 Structure of the distribution channels…………………………………………………………15 3.2 Prices and commercial add-ons……………..……………………………………………………16 CHAPTER 4. TRADE: IMPORT AND EXPORT…………………………………….17 4.1 Total imports………………..………………………………………………………………………………17 4.2 Imports by groups of products……………………………………………………………………18 4.3 Exports ……………………………….......………………………………………………………………..21 CHAPTER 5. MARKET ACCESS..............................................................23 CHAPTER 6. OPPORTUNITITES AND CONSTRAINTS………………………..27 6.1 Opportunities……………………………………………………………………………………………….27 6.2 Constraints……………………………………………………………………………………………………29 6.3 Conclusion…………………………………………………………………………………………………….29 1 Support to Export Promotion and Investment Attraction in the Republic of Moldova This project is financed by EuropeAid/126810/C/SER/MD Proiect implemented by a GFA the European Union Consulting Group in consortium with IDI INTRODUCTION The objective of this report is to offer exporters from Moldova information on apparel market from Romania. The general objective of the study is to identify and assess apparel export opportunities on the Romanian market. Specific objectives of the study are: Introduce the market and consumption trends; Present the distribution system; Analyse foreign trade of Romania with the studied products; Present price trends; Present market access requirements; Identify market opportunities and constraints; The results of the study can be used by Moldovan producers as a guiding material to develop marketing strategies for the Romanian market. Also the results can indicate the priority measures to bust sales and satisfy market demand. Methodology The methodology applied in this study corresponds with methodologies used in the academic circles and consulting services. Hence, the study is based mainly on primary information needed to identify and evaluate the situation on the Romanian apparel market. Data collection This study is based on primary information as well as on secondary information. The secondary information was collected from the very beginning of the study, in order to identify market features. Sources of secondary information were data from the National Institute of Statistics, the Patronage of Apparel Producers, the Ministry of Economy of Romania, studies previously made by market monitoring companies- Euromonitor and GfK-, reports and articles in mass media, etc. In order to collect the primary information a number of insightful interviews were made with the producers and distributors of similar products on the Romanian market. Data processing and analysis The collected information, both secondary and primary was thoroughly studied and statistical data contributed to identifying Romanian apparel market trends and its development. While processing information a special attention was paid to the quality of interviews made, thus trying to characterize as good as possible the market and the opinions of its representatives. 2 Support to Export Promotion and Investment Attraction in the Republic of Moldova This project is financed by EuropeAid/126810/C/SER/MD Proiect implemented by a GFA the European Union Consulting Group in consortium with IDI Barriers and limits of the study In the process of collecting and analysing data were identified several impediments. First of all statistical data from different information sources do not correspond. Moreover, in several cases data can not be found or various sources offer different data. Another impediment is the refusal of sector representatives to offer detailed information, which according to them is secret. Some companies even though participated at interviews, refused to answer to questions like: products sale structure, working conditions with suppliers, development perspectives, etc. 3 Support to Export Promotion and Investment Attraction in the Republic of Moldova This project is financed by EuropeAid/126810/C/SER/MD Proiect implemented by a GFA the European Union Consulting Group in consortium with IDI 1. CONSUMPTION Statistical data from this chapter have been collected from Eurostat, National Institute of Statistics, relevant mass media and Euromonitor publications. This chapter describes the Romanian apparel market, it‟s structure, segmentation and trends. 1.1 Market volume Between 2003-2007 apparel consumption in Romania increased by 6.8%. In 2007 the market reached €3875 million in volume, of which 83% (€3210 million) – outerwear, and 17% (€665 million) – lingerie products. Romania is on the 14th place among the EU countries in consumption of outerwear and on the 13th place – consumption of lingerie products. The per capita apparel consumption in 2007 amounted to €226, much less the European average representing 37% of the European average consumption. The increase of apparel consumption is directly influenced by income growth of the population. During the last 5 years the average share of expenditures for purchasing clothes in the household budget was relative stable, within the limits of 6-6.2%. Also it is important to mention that despite the population‟s income growth, consumers tend to buy more expensive products and well known brands, and not more clothes. According to a study made by the GfK German company in 19 countries from Europe and the USA, Romanian consumers are most interested in purchasing brand products. More than a half of the Romanian population (52%) buys clothes of well known brands, being on the 1st place among countries analysed by the GfK, followed by Greeks (51%) and Italians (50%). In Spain, France, Belgium the share of consumers choosing products based on the notoriety of the brand are ranked between 21-28%. Another market feature is less loyalty for brands noticed in the behaviour of some consumers, who usually buy both „luxurious‟ expensive products and cheap products. Table 1.1 Apparel consumption in Romania, 2003-2007, million € 2003 2005 2007 Average Per capita annual increase consumption in % 2007- in € Total apparel, 3039 3468 3875 6,88 226 of which: apparel 467 546 665 10,60 77 body lingerie 2572 2922 3210 6,20 149 Source: Eurostat, National Institute of Statistics, Euromonitor With a 48% share in consumption, womensweare represent an important category in this product group. Between 2003-2007 the consumption of womensweare in Romania increased by 7.63% amounting €1553 thousand. During the same period mensweare consumption increased by 5.15%, accounting for €1106 thousand. Between 2003-2007 the consumption of childrensweare increased by 5.45%, accounting for €447,000. Clothes for newborns is the best product on the market. This market segment is supported by purchases of generous presents, especially for the new-borns, this being a very popular gift. Consumers are small families which spend a lot of money for children clothes. At the same time children have a significant 4 Support to Export Promotion and Investment Attraction in the Republic of Moldova This project is financed by EuropeAid/126810/C/SER/MD Proiect implemented by a GFA the European Union Consulting Group in consortium with IDI influence on the style and quantity of cloths they want in their wardrobe. These are the key factors that stimulate the demand. Table 1.2 Apparel consumption in Romania, 2003-2007, million € 2003 2005 2007 Average annual increase Total apparel, 2572 2922 3210 6,20 of which: Womensware 1190 1386 1553 7,63 Mensware 917 1024 1106 5,15 Childrensware 367 413 447 5,45 Accessories for cloths 98 99 104 1,53 In the consumption of body lingerie (undershorts, shirts), home clothes (robes, etc.) and night cloths (pajamas, bed gowns, etc. ) accounts for 47%. Between 2003-2007 the consumption of the aforementioned products increased by 11.21%. Other product categories also registered a growth during the analysed period. Table 1.3 Apparel consumption in Romania, 2003-2007, million € 2003 2005 2007 Average annual increase Total lenjerie, 467 546 665 10,60 of which: Home/night clothes 214 251 310 11,21 Corsets 108 126 157 11,34 Bath cloths 29 31 35 5,17 Stockings/socks 116 138 163 10,13 1.2 Market segmentation Apparel market segmentation criteria include the demographic factors, attitude towards fashion, occupation, special circumstances and life style, economic factors, brand notoriety, quality/price ratio, fashion trends and development, climate and environment. Demographic
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