Report Published: "Womenswear in Canada"

From: Fast Market Research, Inc.
Published: Thu Jun 19 2014

Womenswear in Canada is facing a challenging retail environment. This category is yet to recover fully after posting modest growth in 2012. The Canadian market is adjusting to a changing retailing landscape that is affecting the overall shopping habits of Canadians. The sheer number of specialty retailers fighting for market shares in womenswear is enormous. The saturation of the market is forcing current players to rethink their strategies in order to showcase their clothing collections that will differentiate them from the competition. While the supply chain is busy offering clothing on a large scale, fashion designers that are usually niche players are making a bigger impact on the market by offering a vast array of clothing that is very different to collections available from retailers. Toronto based fashion designer Hilary Macmillan made a successful runway debut in 2013, which showcased dresses, skirts and coats to fashion fans. Her collection was inspired by royal equestrian outfits from the middle ages using different fabrics such as silk, cotton, wool blends and leather - all made in Canada. The price range of her products is C$100 to C$450. All in all, Canadian womenswear continued to see developments in the value segment, which is more susceptible to price wars, as well as continuing growth of luxury, especially the mid-luxury, segment that helps to contribute to value growth.

Full Report Details at

Competitive Landscape

Reitmans (Canada) Ltd remained the leader in women's outerwear in 2013. Its product line consists of six different brands, including Reitmans, Smart Set, Addition Elle, Penningtons, RW & CO, and Thyme. However, the company is struggling in the changing Canadian landscape - the Every brand carried by the retailer saw steady decline. Reitmans remains the dominant brand in the market but is expected to lose its position in the next year or two. The company embarked on a rebranding programme for the Reitmans, Smart Set, Addition Elle and Penningtons banners. as well as invested in e-commerce. The latter move has seen a fair degree of success. Also, Addition Elle launched a number of new collections. These include the above-mentioned vintage-inspired lingerie collection endorsed by the plus-size model Ashley Graham and the Livik collection that combines fashion and function in women's winter accessories, active wear and outerwear. The Livik collection is inspired by Canada's northern regions and designed for the country's cold climate.

Industry Prospects

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