Retail Intelligence - 2009 vs 2007 comparison

The retail intelligence exercise, that involved 7 brands audited in the same stores on apr 2007 and apr 2009, confirms the price pressure in clothing. Leading international retailers as Zara, Bershka, Promod, H&M keep ahead of competition by reducing price and increasing range width. Zara and Bershka show the biggest price decrease, in Zara mostly through the extension of TRF label. Promod and H&M have decreased the average price by 3% and 2% respectively. Benetton, Liu Jo and Mango have increased prices between 4 and 7%. Overall, the panel shows a price reduction of 4%

Price deflation has been measured in 6 functions out of 8. Strong pressure on dresses, knitwear and bottoms. Price increase in t-shirt and tops, mostly due to formal tops, and jackets, mostly due to a stronger presence of leather items. Overall, the panel shows a price reduction of 4%

All brands show an increase in total number of options. H&M, Zara and Mango lead the growth with more than 30% change compared to 2007. In H&M and Zara this is partly due a store extension. Overall, the panel shows a range width grow of 25%

Bershka has the lowest price level. The other 5 brands, excluding Liu Jo, are ranked with a Price index ranging from 1,1 for H&M to 2 for Benetton. In 2007 Zara was more expensive than Benetton and Mango.

Six brands expand the womenswear accessories offer. Overall, the panel shows a 10% increase in number of options. The number of different accessories is now 94% of clothing offer, peaking 117% in H&M

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