Analysis of the men's clothing market in Russia. Marketmasters - marketing research Women's clothing market research

Purpose of work: The purpose of this work is to analyze the men's clothing market in the city of Syktyvkar. To achieve the next goal, it was necessary to complete the following tasks: application of the theoretical aspects of marketing in trade; consider the distinctive features of buyers - men; to give general characteristics menswear market in Russia; identify the main players in the menswear market in Syktyvkar; analyze the factors influencing the choice of store; evaluate stores according to these factors; identify the strengths, weaknesses, opportunities and threats of the Ketroy store; The object of the study of this work was the buyers of the stores, and the subject was consumer preferences when choosing a store where a purchase will be made.

Marketing mix Trade marketing encompasses activities related to the wholesale resale and retail sale of goods to the final consumer. Trade marketing is the marketing of trade services, including the purchase of goods and the formation of a trade assortment in accordance with customer demand, the organization of trade processes and public service, the provision of information to consumers and in-store advertising, the provision of additional trade services, etc. Consider the features of the elements of the retail marketing complex. The traditional 4P marketing concept identifies the following components of the complex: product (product), price (price), place (place), promotion (promotion). Using the specific application of this concept to the market of resellers, we need to consider the transformation of these elements of the marketing mix. In addition to this, in relation to the field of trade marketing, we consider it necessary to add three additional factors - location, staff and design, which affect the marketing activities of trade enterprises. First of all, we note that in trade marketing, a service acts as a product. Features of trade marketing are associated primarily with such properties of a trade service as its intangibility, inseparability from the manufacturer, perishability and variability of quality. The specificity of the quality of the service is explained by its instability, the inability to test it. Here it is advisable to talk about the level of quality expected by the consumer and actually received. Traders and their customers often have different ideas about the required level of service. The main task of trade enterprises is to provide the opportunity to purchase goods with the appropriate quality of trade services.

The following factors influence the choice of product design within a retail enterprise: store image, for example, all sizes of one product are presented at once, this creates a sense of order; packing by the piece, by weight, etc.; the nature of the product bottles (on the shelf), cosmetics (samples). There are the following methods of presenting goods in the store: the ideological presentation of goods is based on the image of the outlet, products are grouped to show options for their use; grouping by types and styles organization by color scheme; price equalization (several products of the same category, sold at different prices, are displayed side by side); a vertical representation that takes into account the movement of the human eye; 3D view exhibiting a large amount of goods frontal view shows the most attractive side of the goods.

Consumer Behavior There are various theories that explain consumer behavior: Economic. Consumer behavior is always rational. He tries to get the maximum utility for his money; Psychological. Consumers do not have a clear idea of their needs and act subconsciously; Sociological. Behavior is due to the influence of "reference" consumer groups; Anthropological. The behavior of an individual consumer depends on external norms of behavior and living conditions, etc.

Distinctive features of behavior of buyers - men Driving force of men superiority. The man prioritizes and the woman maximizes. Simplicity is what men like in advertising. Men resist external influences, especially from women and even more so in public. If in the women's world advice is regarded as a kind of help, then from the point of view of a man, following women's advice is too reminiscent of obedience to mother. Men make decisions based on their ideas and the existing set of criteria. Independence and the desire to win are not as important for women as they are for men. Men do not respond as actively to unconventional advertising approaches as they do to hackneyed, one-sided tricks. By using effective marketing tools for women, you increase customer satisfaction, both women and men, proven in practice. So, for example, marketers of global companies BMW, Merrill Lynch, conducting programs to improve the quality of services and brand loyalty, noticed that an increase in brand attractiveness among women also led to an increase in satisfaction among men. It is always worth remembering that even if our target client is a man and it is he who makes the purchase, very often it is the woman who can act as an agent of influence and have a significant impact on his decision.

Analysis of the men's clothing market in Russia In Western countries, men's clothing occupies about 40% of the market, and in Russia - no more than 20%. But the volume of sales of men's clothing annually increases in monetary terms, according to various estimates, by 20-30%. A significant part - up to 60% in physical terms is occupied by economy class suits, in last years increased sales of suits in the middle price segment. In terms of cost and degree of manufacturing complexity, experts classify casual as a lower level, and a business suit as an elite one. In Russia, men's casual wear today accounts for three-quarters of total sales. This sector is approximately 80% owned by Western manufacturers (Pierre Cardin, GFFerre, Armani, Pal Zileri) and they do not intend to reduce their expansion: and their turnover is growing by 4-5% annually. In the middle and high-price segments of this clothing, there is also a predominance of imported brands (Hugo Boss, MarcO`Polo, Ketroy). This was achieved through effective branding, sales techniques and sales organization. The fact is that well-known Western dealers (Lacoste, Faicone, Digel, 4you) entered the middle and high segments of this market, bringing with them customer experience and advanced sales technologies, immediately capturing significant market shares. The business suit market is 70% owned by domestic garment manufacturers (Estet, Slava Zaitcev, Valenti). Currently, domestic suits mainly occupy the lower and lower middle segments of the business clothing market. The leaders of the clothing industry (Onegin, SP-Fashion, Zip-art) are also entering the branded segments of the men's business suit market, that is, medium and expensive

Until recently, clothing manufacturers and sellers did not show much interest in the male part of the consumer audience. Now the situation is changing. Last year, clothing sales grew by 10-15%, while the share of the men's segment increased by 2-3%. The demand for classic suits is growing most dynamically. A corporate culture is being formed in Russia, and a dress code is being established in many offices. Business style is becoming more and more popular. In the domestic market of men's suits, experts distinguish three price categories. Approximately 60% falls on economy class goods ($ per suit). The lion's share of such products is sold outside of Moscow. Basically, these are nameless Russian or Asian things, made from cheap fabrics. The middle segment (up to $600 per suit) accounts for 30% of the market. The rest is occupied by premium and luxury, represented by famous foreign brands (Francesco Smalto, Austin Reed, Bruno Saint Hilaire, Giorgio Armani). It is worth noting that Russian marketers include suits for both $ and $ in the premium segment. And there is no upper price limit in the luxury category. In our country, almost 200 enterprises sew men's suits, but the main share (about 45% of all products) is produced by 10 well-known factories (Peplos, St. Mackler - Moscow, Sudar - Kovrov, Yuri Gapochka - Kirov, Prestige 2 - Yekaterinburg). As a rule, all domestic enterprises sew models according to the developments of leading foreign designers, using advanced technologies in cut and production. Therefore, in terms of quality, Russian products differ little from inexpensive imported ones. Well-known and expensive European brands (SteilMANN, Guess, D&G) have appeared on the business suit market for quite a long time. However, the price factor played a role: minimum price an imported suit is $500, which is quite expensive even for the average buyer. In addition, the Russian consumer is unpretentious in relation to trademarks and is quite conservative. This provided a stable position for the main Russian manufacturers (Br Bellini, Alexander Gapchuk, Leonid Alexeev) of these products.

The main hopes of Russian participants in this market segment are related to entering more expensive price segments. Some domestic manufacturers have already begun to take the first steps in this direction (Vitaly Azarov, Sergey Teplov, V.Q.). A made-to-measure service has appeared on the market - manufacturing according to individual measurements, which the client sends to the tailor. True, this is no longer happening in workshops, but in small factories, but always with the use of manual labor. Over the past five years Russian men become more selective in their choice of costume. The economic situation has improved - the concept of good taste has appeared. The main trend is that products that meet high quality requirements are in the greatest demand. A modern suit should breathe, keep warm, and, in addition, almost not wrinkle. As before, the vast majority of consumers prefer clothing made from fabrics containing natural fibers. As Fashion Consulting Group experts assure, approximately 70% of buyers of men's clothing stores become regular customers. If a man is satisfied with the service and assortment of the store in which he happened to be, he will come there again. A retail outlet that has created a base of 1,000 customers is provided with buyers for years to come. If the company operates in the middle price segment, it must give the buyer the opportunity to choose from a wide range of clothing. Manufacturers of business classics have to respond to the needs of buyers. According to experts, 60% of the domestic menswear market is accounted for by free style models. According to analysts' forecasts, Russian manufacturers will increase the output of men's clothing. According to experts, the re-equipment of clothing production costs millions, but such investments, with the skillful organization of production and sales, can pay off quite quickly. In connection with the growth of incomes of the population, the need for goods light industry in the next 3-4 years will increase by at least 10-12% per year.

Overview of the competitive situation in the market of men's clothing in the city of Syktyvkar Every day, when solving the issue of increasing sales and setting themselves various competitive tasks, specialists often analyze direct competitors. To do this, it is necessary to constantly study prices, the assortment of competing stores, their customer composition, monitor ongoing promotional activities and sales promotion activities. You also need to visit the store for evaluation appearance, state of the trading floor and calculations. To monitor competitors, it is necessary to select comparison indicators. These indicators are: service, quality of goods, variety of assortment, traffic, recognition, innovation, marketing / sales of products, location in relation to the center, price category. The above indicators are presented in the questionnaire [Appendix 1]. Taking into account all these criteria, we carried out an observation by which we evaluated the existing competitors of the KETROY store. As it turned out according to the survey data, they are Egoist, Comandor, First, Lady & Gentlemen, Dominic, M-style, Bailiff & Gaffer, Zingal stores.

The objective of my course work is to analyze the activities of a store selling men's clothing and shoes, opened in 2008 in the city of Sarov.

Many entrepreneurs are employed in this field of activity and the competition is quite strong, and our company needs to strengthen its position.

The purpose of the course work is to show the skills of practical implementation of certain types of marketing activities: analysis and interpretation of the results of marketing research, segmentation of the market space, product positioning, formation of the most effective marketing policy.

The solution of these issues will allow the enterprise to most profitably allocate its resources, and thereby increase the profit from the sale of its product and its market share.

Department for the sale of men's clothing and footwear, opened in 2008 in the Moskovsky Passage shopping center, Sarov.

The department sells men's sportswear and shoes (trousers, windbreakers, T-shirts, sneakers), as well as jeans, shirts and shoes classical style.

The department has 3 salespeople who report directly to the owner of the department.

Main production assets are: department room, showcases and other equipment.

The main part of the sales market is the new part of the city.

Currently, there are many entrepreneurs in the city engaged in similar activities. There are 4 more departments of men's clothing in the Moskovsky Passage shopping center, and there are departments of a similar assortment in the Plaza and Europe shopping centers.

The main objective of the company is high-quality customer service and timely updating of the assortment.

For a more visual representation of the portfolio of goods, let's turn to the BCG matrix. The usefulness of the matrix lies in the fact that it allows you to compare the positions of the goods or services of the organization in the same portfolio. It can be used to establish the degree of balance between the components of the portfolio of goods located in the four quadrants of the matrix.

Market share of the organization

high low

high

Market Growth Rate

marketing and

organizations

Each circle in this matrix represents a product or service of the organization. The diameter of the circle is proportional to the volume of sales of this product. The location of the product in each of the four quadrants corresponds to its location on one of the four stages of the life cycle curve.

A problematic product is a product that is just being introduced by the organization to the market, it is at the first stage of the life cycle curve (implementation), where the costs of its promotion significantly exceed the profit from sales of the product. Such goods are seasonal clothing and footwear.

Star - if the problematic product is perceived by the market. Then it becomes a “star” – a market leader with high growth rates. By the summer season, breeches, shorts, light sneakers and sandals become such goods.

· Cash Cow - When market growth slows down and the organization manages to win a large share in such a market, the product moves into the "cash cow" square, these products bring the organization the necessary stable profit. Such goods are sports pants, T-shirts, jeans, sweatshirts.

· Dogs are low market share products with low growth rates. For example, by the summer season windbreakers, jackets, sweaters become such goods.

2.2 3-level analysisorganizations

For a more detailed consideration of the activities of the department, we will conduct a three-level analysis, in which the essence of the product, the actual product, and the additional product are distinguished.

1. The essence of the goods. When creating or purchasing a new product, it is necessary to determine what needs this product satisfies.

Thanks to a wide range of products in our department, the buyer can purchase everything they need in one department, saving time.

2. The actual item. At this level, the actual performance of the product is analyzed.

All clothing and footwear shown good quality that satisfies the need for comfort.

3. Additional item. At this level, analyze Additional features goods.

The department employs salespeople who can give advice on an issue of interest. You can try on clothes and shoes, and a 2-week guarantee is given for shoes.

2.3 Life cycleorganizations

This is a model that allows you to consider in more detail the life of an organization in a specific time interval. Since the department has been on the market for only a year, the organization is in the phase of introduction to the market.

ImplementationGrowth Saturation Decline 2008-2009 2014 Time

CHAPTER 2. MARKETING RESEARCH

Most researchers believe that marketing is a process. It starts with a study of the target market segment for which the company is going to work. Marketers determine the potential demand and its size (capacity of the market segment), that is, they identify buyers whose needs are not sufficiently satisfied or who have an implicit interest in certain goods or services. Segmentation of the market and the selection of those parts of it that the company is able to serve in the best way is carried out. Plans are being developed for creating and bringing products to the consumer, as well as a "marketing mix" strategy for influencing demand through the product, price, distribution channels and methods of promoting the product. They create a marketing audit system that will allow evaluating the results of ongoing activities and the degree of their impact on consumers.

Marketing research is a form of business research and a branch of applied sociology that focuses on understanding the behavior, desires, and preferences of consumers, competitors, and markets in a market-driven economy. This is a research activity that provides for the needs of marketing, i.e. a system for collecting, processing, analyzing and forecasting data necessary for certain marketing activities. In a strict sense, marketing research is any research activity that meets the needs of marketing. That is, marketing research involves the collection and analysis of data that is required for marketing activities. Marketing research is the beginning and logical conclusion of any cycle of the enterprise's marketing activities. Marketing research is necessary to reduce the uncertainty that always accompanies marketing decisions.

Marketing research can provide information on a variety of aspects related to the market. However, market research should not be confused with market research. Marketing research is a more general concept that includes market research, consumer research, competitor research, and so on.

The purpose of the work is to develop the skills of theoretical and experimental research, assessment and forecasting of market conditions.

Research objectives:

Analyze the Russian market of clothing and swimwear;

Determine the price segment of the collection;

Determine the age group;

The object of the study is the youth clothing market for resorts, namely swimwear.

At the moment, the Russian clothing market is characterized as unsaturated and relatively low-risk, which attracts investors not only from this industry, but also from fundamentally different business areas. According to a study by Esper Group, in the first quarter of 2012, the turnover of the clothing market amounted to 10.8 billion euros, which is 57% more than in the same period in 2011. However, at the end of the year, significant growth should not be expected: the clothing retail market is already close to saturation. The only exception is the children's segment.

In 2011, the clothing market in Russia grew by 5% to 36 billion euros. Of the players, the brands of the mass segment grew fastest of all: for example, Zara - by 20%, H&M - by 24%

In the coming years, the growth trend in clothing sales will continue. And according to analysts, in 2015 sales volumes will grow to 1,290,600,000 units. China ranks first among clothing importers. Turkey is in second place. The shares of other countries range from 3% (in physical terms) to 7% of total imports (in monetary terms).

The share of Russian manufacturers in the total clothing market is about 13%. The production of clothing and other textile products in China is 20-30% cheaper than in Russia. The reason for this is low labor costs. This explains the high demand for cheap Chinese goods in Russia. Russian-made clothing is almost completely sold on the domestic market. There is practically no export of clothing due to the fact that our products are much more expensive than foreign analogues.

Of the 30 largest Russian brands (with a turnover of 150-180 billion rubles), only 2 are produced in Russia. Everything else comes from China. The price of clothes made in Russia is at least 25% higher than those brought from China. In addition, according to the expert, this is even if it is sewn from a cheap, "left" fabric. In the case of legitimate production, the difference is hundreds of percent.

According to experts, the Russian buyer sometimes does not even look at the clothes of their manufacturers. They themselves are to blame for this. Russian companies still pay insufficient attention to the assortment, they are not able to develop several areas at once, they try to occupy one fairly narrow segment. It would be more promising to enter the market with a wide assortment and interesting collections. Just as often, manufacturers are left behind fashion trends and trends. And as a result, the collections turn out to be morally obsolete, because many consumers are interested in fashionable items, and not from the last season. It should be noted that foreign clothing brands, the main consumers of which are Muscovites and St. Petersburg residents, have begun to penetrate the Russian regions. The main strategy of Western manufacturers is a sharp advance into the outback of our country.

According to marketing research, the women's clothing segment occupies about 55% of the total market in terms of money. The menswear segment accounts for 30% of the market, while childrenswear accounts for 15% of the market structure (for consumer purposes).

According to studies, about 89% of consumers prefer to buy clothes of an average price level. About 7% - economy class, 4% buy luxury clothes ready-to-wear.

The most popular places to buy clothes are chain stores (78%), brick and mortar stores (41%), indoor markets (35%) and boutiques (31%).
Regarding the factors for purchasing clothes, here the preferences were distributed as follows:

40% of respondents buy clothes as needed

27% buy clothes during periods of promotions and sales

25% buy clothes according to the season

8% follow fashion and buy new items.

Luxury clothing for people in poor countries is a sign of social status, like jewelry and watches. 54% of Russians say they enjoy buying prestige brands. For comparison, in Brazil the share of such mods is 58%. The largest number of adherents of prestigious brands is among the inhabitants of India (80% of the population). Oddly enough, the fewest fans of prestigious clothing live in France (25% of the population).

The most popular place for buying clothes (and shoes) among Russians is considered to be an open clothing market (45% of respondents), but at the same time, 58% of buyers in the markets are rural residents.

Large cities, in turn, are leaders in the development of modern trade formats. In cities with a million population, most people buy clothes in shopping centers. Clothing selection factors: 48% - price, 20% - comfort and convenience, 12% - fashion design.

According to experts' forecasts, in 2012 the Russian Federation will take the 9th place in the rating of the most important international markets in the field of clothing trade. At the same time, the market volume will amount to 38 billion euros. Today, in the ranking of international markets, Russia ranks 9th after Canada. According to forecasts, chains selling fashionable, high-quality, inexpensive clothes have the greatest chances to gain a foothold in the Russian market.

Experts believe that the Russian market will grow twice as fast as the European one. In particular, the children's clothing market has the greatest prospects. At the same time, the women's fashion segment is already very close to saturation. Expensive brands (Moscow and St. Petersburg) also have prospects on the Russian market.