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Competitive insight into,[object Object],hosiery and lingerie retail ,[object Object],in Romania,[object Object],Q2, 2011,[object Object]
Market overview,[object Object],[object Object]
Dominated by local brands (and manufacturers) in hosiery, with strong representation of local brands (Jolidon, I.D. Sarrieri) in the lingerie category
Annual volume of the hosiery market is estimated at 35 million euro (2009 figures released by the Association of Hosiery Manufacturers), but data for lingerie is not publicly available
Estimated purchase per customer is 5-6 pairs a year, as opposed to European figures of approximately 18 pieces of hosiery per capita per year
2010 was a difficult year for local brands, with both Jolidon and Mondex  being closed to bankruptcy, and having to close stores (approximately 30 in the case of Mondex),[object Object]
 Manufacturers might open own stores (ex. Adesgo)
 E-tailing opportunities minimise start-up costsStrong,[object Object],Moderate,[object Object],Weak,[object Object],Competitors,[object Object],- Strong within-format competition (lingerie category),[object Object],[object Object]

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Hosiery, housewear and lingerie retail in Romania