Kantar Barometer: French fashion sales sluggish in Q1 2022
The first quarter of 2022 did not show a rebound in French consumer behavior in the fashion department (which includes ready-to-wear, accessories, shoes). 189 million purchases were recorded from January to March in the fashion market, the same level as during the first quarter of 2021, according to the barometer published by Kantar for FashionNetwork.com. This still represents a sharp decline compared to the pre-pandemic period of 2019 (-17%).
Overall, 40.6 million customers spent money on fashion during this period, which is less than in 2021 (-2.5%, 914,000 fewer customers), and 2019 (-7.5%, or 2.9 million fewer customers). The survey counted 4.7 purchases per customer during the quarter, up 2.7% from 2021 and down 11.2% from 2019.
The ranking of players that French consumers have voted for (in terms of volume of sales) is led by Leclerc, which climbed up three places compared to the fourth quarter of 2021 to claim the number one spot (previously held by Intersport). Kiabi remains in second place. Major supermarkets are making a comeback, since in addition to Leclerc, Lidl is also moved up four places (11th).
Two ready-to-wear brands have also made great strides: Camaïeu moved up 11 places to rank 20th, while Promod climbed up six places to 17th. "The first quarter was marked by Camaïeu's spectacular return to the top 20 places in terms of volume of sales and Promod's strong performance, compared to international players that are currently struggling," said Kantar.
Other fashion retail chains have fallen down the ranking, such as Cache Cache (-5 ranks), C&A (-4 ranks), Zara (-4 ranks) which is no longer in the top 10, and Primark (-3 ranks). Online retailer Amazon also moved down by 3 places, while Zalando took the opposite path, up no less than 7 places to occupy the 13th spot.
Kantar relies on a panel of 12,500 individuals aged 15 and over, who report their weekly fashion purchases.
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