Let's analyze the Outerwear of Fall Winter 2019-20 collections of the ten most successful premium brands in France. These brands have already delivered 500 skus globally that represent 10% of entire collection. Outerwear represents the most significant deliveries of the week with the knitwear.
The most important family for the French market is undoubtedly the coat. It represents 47% of the offer. Then the jackets at 14% and the furs & faux-furs at 13% leave only 26% for the rest. This one is composed mainly of down jackets (9%), then parkas (7%) and finally trench coats (3%) overtaken this season by a rising sub-family: capes & ponchos (5%).
Last but not least the windbreakers (2%), which have established themselves as an essential street-wear to mix with the city wardrobe.
Italian brands present different proportions more relevant for down jackets to the disadvantage of coats
Analyzing the price structure of the Outerwear, we see that average price is 457€. Coats and Jackets can reach the higher prices, but coats and trenchs are the most expensive product on average. Lowest entry prices are for ponchos, a good alternative to capes, those ones more built and therefore more expensive. Then the lowest price is certainly the price of the light down jacket, which is 89€. The most expensive entry price is the trench coat which is €325, almost €100 more than the entry price of a coat and €75 more than the parka.
This analysis is done by collecting data on the e-commerce websites of ten most successful affordable luxury brands in France. It includes: Ba&sh, Claudie Pierlot, Iro, Liu-Jo, Maje, Sandro, Tara Jarmon, The Kooples and Zadig&Voltaire. Ask for tailored analysis of your direct competitors or compared analysis with your brand collection at firstname.lastname@example.org