8.8%16.4%0.5768.9%29.3%5.3%Women's Apparel15.5%20.0%1.293.4%14.6%24.0%Women's Independent7.1%10.4%1.462.2%4.9%13.6%Other Specialty2.5%3.9%1.560.0%1.3%5.4%Other Outlets9.8%10.5%1.075.7%8.7%11.8%Total100%100%Total100%100%100%Catalogues Catalogues face the same try-before-you-buy problems as online stores but are more frequently used. This channel, representing 10% of total swimwear sales in 1999, is taking considerable market share from department and womens apparel stores. Department Stores Have the highest sales in terms of units and dollars, but not the highest average unit value.30% of their unit sales are over $50.Only 1% of their unit sales are under $10.With profit margins for swimwear at about 60%, compared to 30-40% for general apparel, swimwear was the largest profit maker for department stores. But under pressure from catalogues and brand names at discount stores, margins at department stores are now 30-35%. They are also starting to discount swimwear earlier in the year, providing an explanation for why almost 60% of all swimwear is bought on sale. This discounting by department stores puts great pressure on the manufacturer to lower prices and offer other incentives. Department stores can charge large stocking and exclusivity fees due to the sheer numbers of brands and stiff competition for floor space. Discount stores Have the lowest average unit value, almost half of the next highest retail channel. Represent almost 70% of all under $20 unit sales.Only 5.3% of over $40 unit sales.70% of their unit sales are between $10 and $30. Discount stores have been eroding market share away from department stores with the introduction of house-owned brands and exclusive contracts with premium brands.K-Mart has seen great success in the launch of its Cathy Ireland line of womens swimwear, capitalizing on her Sports Illustrated modeling career and likable personality. Target has recently purchased the Mossimo line of premium sport...
