European Union Market Differences

[Nasser B.]

EU Markets differences

There are large differences between individual EU countries in taste,
fashion, stylistic preferences, and disposable income. This makes it
impossible to approach the EU as one market.

Stylistic preferences differ between EU countries. For example Italy
has its very typical own style and is trend-setting in design.
Compared to other countries, the Italian consumer spends more on
leather goods. The consumption of artificial leather goods increase,
however leather is the most popular material. The Italians prefer
leather goods produced in own country.

In the UK, consumers prefer classical leather goods, the first mater
of importance is functionality. The classical briefcase is more
fashionable compared to other countries. Fashionable leather goods
become more popular, especially the articles with artificials and
lower prices.

In Germany the consumers are more fashion-conscious and re-styles
Italian fashion in a semi-classical style. Germans appreciate quality,
“made in Germany” is important. In addition, leather goods must be
affordable. The use of artificial materials is a good alternative.
Travel bags are important items, consumers prefer soft-luggage.

France has its own style. The style is mainly characterised by classic
lines and relatively simple designs; it is sparing in embellishments,
classic in choice of colours and rigorous in its insistence on superb
finishing. Besides handbags, travel bags are important too. The
consumers ask for soft-luggage and hard-luggage as well.

Handbags in Spain differ from the handbags in Italy and France. The
Spanish consumer prefers less supple materials and more decorations
with buckles and etc. Functionality is very important. Bags are
considered as “articles of everyday use” instead of a fashionable
article.

In The Netherlands the older generation prefer leather articles and
does not follow the latest fashion as opposed to the younger
generation. The younger generation prefer artifical materials and
design from France.

The lower and lower-middle market sector is the most important market
sector in the new EU countries. Fashion is of minor significance and
people travel less compared to people in the EU 15 countries. Leather
products are considered as luxury goods.

Source: CBI - Market Research Program for Developing Countries