The Australian economy is expected to see good growth during the forecast period, with this likely to result in recovery in apparel sales. Rising disposable income levels and declining unemployment will encourage consumers to spend more on apparel once more. However, many consumers will continue to take price in their frugality during the forecast period, while most product areas in apparel are largely mature.

1. Apparel in Australia
Published:November 2011
Price:US $ 1900
Report Summary
This Euromonitor market report provides market trend and market growth analysis of the
Apparel industry in Australia. With this market report, you’ll be able to explore in detail the
changing shape and potential of the industry. You will now be able to plan and build
strategy on real industry data and projections.
TheAustralia Apparel market research report includes:
* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
* What is the market size of Apparel in Australia?
* What are the major brands in Australia?
* How dynamic is the growth of clothing and footwear internet sales?
* What is the performance of women’s clothing vs men’s clothing?
* What % of clothing and footwear sales goes through grocery retailers?
Why buy this report?
* Gain competitive intelligence about market leaders
* Track key industry trends, opportunities and threats
* Inform your marketing, brand, strategy and market development, sales and supply
functions
This industry report originates from Passport, our Clothing and Footwear market
research database.
* Each report is delivered with the following components:
* Report: PDF and Word
* Market statistics: Excel workbook
* Sample Analysis
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2. EXECUTIVE SUMMARY
Volume decline softens although constant value unit price continues to decline
Following the 2009 recession, volume sales continued to decline in apparel in 2010 over the
previous year. Consumers are continuing to be careful in their spending and avoided buying
new items unless necessary. However, volume decline softened in comparison to that seen
in 2009. In addition, while constant value unit price continued to decline, it did so at a lower
rate in comparison to the review period CAGR.
Formal apparel and suits see decline
Formal clothing and suits were worst hit in 2010. These purchases are often regarded as
long-term investment purchases, with many willing to pay high prices for good quality and
long-lasting fabrics. Consequently, many consumers postponed purchases in these areas,
rather than opting for cheaper alternatives. As a result, both men and women’s suits saw a
sharp downturn in volume sales in 2010 over the previous year. Jeans and jackets and
coats were also hit by a similar trend, with many preferring to wait rather than to buy low-
quality products.
Pacific Brands continues to benefit from wide range of brands
Pacific Brands continued to be a strong leader in apparel in 2010, accounting for more than
double the share of its closest competitor. The company benefits from offering a wide range
of well-targeted brands in both clothing and footwear. The company however lost share to
“others” in 2010 over the previous year, facing growing price competition from small
economy brands.
Clothing and footwear specialist retailers dominate but lose share
Clothing and footwear specialist retailers continued to dominate sales of apparel in 2010,
benefiting from their wide presence and an extensive range of products and prices.
However, this channel lost share due to growing price competition from elsewhere. Grocery
retailers, mass merchandisers and department stores all gained share thanks to a strong
focus on pricing. Internet retailing also continued to gain share in 2010 over the previous
year, as many consumers were attracted by the bargains and wide product range available
online.
Sales recover in line with Australian economy
The Australian economy is expected to see good growth during the forecast period, with this
likely to result in recovery in apparel sales. Rising disposable income levels and declining
unemployment will encourage consumers to spend more on apparel once more. However,
many consumers will continue to take price in their frugality during the forecast period,
while most product areas in apparel are largely mature. Consequently, growth rates are
expected to be muted during the forecast period.

3. Table of Contents
Apparel in Australia - Industry Overview
EXECUTIVE SUMMARY
Volume decline softens although constant value unit price continues to decline
Formal apparel and suits see decline
Pacific Brands continues to benefit from wide range of brands
Clothing and footwear specialist retailers dominate but lose share
Sales recover in line with Australian economy
KEY TRENDS AND DEVELOPMENTS
Dwindling consumer confidence and credit crunch faced by consumers
Growth in Australian waistlines fails to drive strong demand for sports apparel
Government bounty supports growth in children’s apparel
Increasingly price-sensitive consumers trade down
MARKET DATA
Table 1 Sales of Apparel by Category: Volume 2005-2010
Table 2 Sales of Apparel by Category: Value 2005-2010
Table 3 Sales of Apparel by Category: % Volume Growth 2005-2010
Table 4 Sales of Apparel by Category: % Value Growth 2005-2010
Table 5 Apparel Company Shares 2006-2010
Table 6 Apparel Brand Shares 2007-2010
Table 7 Sales of Apparel by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Apparel by Category: Volume 2010-2015
Table 10 Forecast Sales of Apparel by Category: Value 2010-2015
Table 11 Forecast Sales of Apparel by Category: % Volume Growth 2010-2015
Table 12 Forecast Sales of Apparel by Category: % Value Growth 2010-2015
DEFINITIONS
Sources
Summary 1 Research Sources
Apparel in Australia - Company Profiles
Country Road Ltd in Apparel (Australia)

4. STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Country Road Ltd: Competitive Position 2010
Gazal Corp Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Globe International Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Globe International Ltd: Competitive Position 2010
Just Group Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING

5. Summary 12 Just Group Ltd: Competitive Position 2010
Noni-B Ltd in Apparel (Australia)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Noni-B Ltd: Competitive Position 2010
Clothing Accessories in Australia - Category Analysis
HEADLINES
TRENDS
Clothing continued to be impacted by repercussions of the global financial crisis in 2010.
Consumers’ economic confidence remained low, due to employment insecurity, reduced
pensions and investment losses, alongside concerns about the future of the economy.
Consumers thus continued to restrict their spending on clothing in 2010, with many also
shifting towards cheaper options. Consequently, in 2010 Australian clothing sales continued
to see volume decline, dropping by 1%, and also saw constant value unit price erosion.
COMPETITIVE LANDSCAPE
In 2010, Pacific Brands held the largest share in clothing overall at 8%, with this stemming
from a dominant 83% value share in women's underwear, nightwear and swimwear and a
leading position in both men's underwear, nightwear and swimwear and hosiery. This
company benefits from offering a wide range of brands, with the Bonds, Berlei and
Holeproof brands all within the top 10 in clothing in 2010. Multiple brands enable the
company to offer a wider range of products and prices and thus to attract a wider customer
demographic, supporting strong sales.
PROSPECTS
2011 is expected to continue to see only muted sales growth in clothing following a series of
natural disasters. Floods in major cotton producing and mining areas are expected to hinder
the country’s economic recovery. In addition, there are fears that the country’s cotton
growers will be unable to meet contractual obligations, with this pushing cotton prices
higher. Consequently, costs and thus unit prices are expected to rise in 2010, particularly
for those players who use domestic rather than overseas production. Players that rely on
Asian production, such as Globe, will be less impacted by these rising costs. However, these
players are also expected to see costs surge due to rising wage levels and energy prices in

6. China and other countries.
New Product Developments
CATEGORY DATA
Table 13 Sales of Clothing Accessories by Category: Volume 2005-2010
Table 14 Sales of Clothing Accessories by Category: Value 2005-2010
Table 15 Sales of Clothing Accessories by Category: % Volume Growth 2005-2010
Table 16 Sales of Clothing Accessories by Category: % Value Growth 2005-2010
Table 17 Clothing Accessories Company Shares 2006-2010
Table 18 Clothing Accessories Brand Shares 2007-2010
Table 19 Sales of Clothing Accessories by Distribution Format: % Analysis 2005-
2010
Table 20 Forecast Sales of Clothing Accessories by Category: Volume 2010-2015
Table 21 Forecast Sales of Clothing Accessories by Category: Value 2010-2015
Table 22 Forecast Sales of Clothing Accessories by Category: % Volume Growth
2010-2015
Table 23 Forecast Sales of Clothing Accessories by Category: % Value Growth
2010-2015
Footwear in Australia - Category Analysis
HEADLINES
TRENDS
Footwear continued to be impacted by the global financial crisis and its aftermath in 2010.
Sales were hindered by heavy discounting from most retailers. Consumer economic
confidence was also dented due to an increase in interest rates and high levels of personal
debt. The global recession made Australians more worried about losing their jobs, pension
reductions, investment losses and the future of the economy. Unemployment also
increased, with several companies are cutting hundreds of jobs in Australia. These negative
economic factors thus hindered footwear sales in 2009, particularly within formal shoes.
COMPETITIVE LANDSCAPE
Pacific Brands held the largest value share in footwear in 2010, accounting for a steady 14%
share. This was the only company to hold a double-digit share throughout the review
period. The company’s strength and steady share were both underpinned by its wide range

7. of brands. The company offers six different footwear brands, including sports-focused
brands such as Dunlop and the children’s footwear brands Grosby and Clarks. While the
company ranked second in men’s and women’s footwear, meanwhile, it is particularly strong
in children’s footwear, which it dominated with 67% value share in 2010. This strong focus
on children’s footwear also contributed to the company’s resilience, with sales in this area
continuing to perform strongly in 2010.
PROSPECTS
Footwear is expected to strongly benefit from Australia’s economic growth during the
forecast period. The country is expected to see a strong economic performance, driven by
its construction and mining industry and by strong exports, particularly to China. There is
also expected to be a surge in business investment in Australia, particularly from Asia.
Consequently, income levels are expected to rise alongside rising employment and wage
levels. These trends are expected to result in strong sales growth for formal shoes.
Consumers will increasingly switch their focus from price to quality during the forecast
period and are likely to become more willing to trade up for footwear that they believe to be
well-made and durable.
CATEGORY DATA
Table 24 Sales of Footwear by Category: Volume 2005-2010
Table 25 Sales of Footwear by Category: Value 2005-2010
Table 26 Sales of Footwear by Category: % Volume Growth 2005-2010
Table 27 Sales of Footwear by Category: % Value Growth 2005-2010
Table 28 Footwear Company Shares 2006-2010
Table 29 Footwear Brand Shares 2007-2010
Table 30 Sales of Footwear by Distribution Format: % Analysis 2005-2010
Table 31 Forecast Sales of Footwear by Category: Volume 2010-2015
Table 32 Forecast Sales of Footwear by Category: Value 2010-2015
Table 33 Forecast Sales of Footwear by Category: % Volume Growth 2010-2015
Table 34 Forecast Sales of Footwear by Category: % Value Growth 2010-2015
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