Executive Summaries

Part
01
of seven
Part
01

Executive Summary - Canadian Women's Fashion Market

The total fashion market in Canada, which comprises numerous segments discussed in detail below, has an annual revenue of $6.812 billion and it is expected to grow at a CAGR of 8.3% between 2019 and 2023. Note that much of the market segmentation data was not publicly available and had to be triangulated from the existing data. In order to maintain a clean executive summary, we have provided all calculations in the attached project document.

Women's Handbags

  • The market size of handbags market in Canada is $1.024 billion, expected to grow at a CAGR of 2.19%.
  • A significant number of consumers have shifted to eCommerce, siphoning money away from the brick-and-mortar stores and this, combined with expansion by mass marketers like Walmart, is increasing competition for low- and mid-range products.
  • Bentley Leather is Canada’s largest specialty retailer of handbags, luggage, small leather goods and related accessories with over 300 stores. 
  • Trending design styles for handbags in Canada include Crossbody, Backpack, Bucket Bag, Clutch, Hobo, Duffle, and Saddle; other popular handbag segments include Vegan/Eco-Friendly, Handmade, Ephemeral/Seasonless and the Luxury segment.
    • In particular, vegan leather handbags are growing in popularity in Canada with more companies using this textile for their handbags.

Women's Small Leather Goods

  • The market size of the women's small leather goods market in Canada is approximately $129.78 million and is estimated to grow at CAGR 8.3% to reach $193.35 billion by 2023.
  • Michael Kors, whose products retail from $45 to $250, leads in this market segment in Canada, with other key players including Bentley Leathers and Gucci.
    • Michael Kors, established in 1981 and since growing into a global company, generated revenue of USD $1.678 billion in 2018 in North and Latin America; their annual report does not contain sufficient information to determine their Canadian revenue.
    • Bentley Leathers began manufacturing leather handbags, luggage, accessories, and small leather goods in 1987 in St. John's, Newfoundland, Canada, going on to become one of the most significant retailer of luggage and travel accessories in Canada, with over 300 stores and generating revenue of USD $203.4 million in 2018.
    • Gucci, a subsidiary of Kering which claims to be the Italian pinnacle of craftsmanship and is known for its quality and attention to detail, generated USD $3.4 billion in Q1 2019 alone, of which 21% ($714 million) came from North America (figures for Canada are unavailable).

Women's Scarves, Hats, and Gloves

  • The total market size for women's scarves, hats, and gloves in Canada is approximately USD $1.85 billion and is segmented as follows:
    • Revenue in the gloves segment in Canada was USD $977 million in 2019 and is projected to grow at a CAGR of 3.7% until 2023.
    • Revenue in the shawls and scarves segment in Canada was USD $238 million in 2019 and is projected to grow at a CAGR of 1.1% until 2023.
    • Revenue in the hats and caps segment in Canada amounts to USD $599 million in 2019 and is projected to grow at a CAGR of 1.4% until 2023.
    • For the overall apparel market in Canada, the market size is estimated to be USD $33.7 billion in 2019, with the largest segment being Women's Apparel with a share of USD $13.5 billion in 2019.
  • Stylish hats were a hit accessory in Canada during spring 2019, with domestic brands known to perform well in cold weather. However, the market is highly fragmented in Canada with a range of small and large domestic and global manufacturers, with competition largely based on brand recognition, quality, price, style and functionality.

Women's Hair Accessories

  • The women's hair accessories market in Canada is worth $612 million and is growing at a CAGR of 15.2%.
    • For comparison, the global hair accessories market size, however, stood at $20 billion in 2018 with North America holding the largest share (over 30%); it is expected to grow to $53.6 billion by 2025.
  • This market includes clips and pins, headbands, wigs and extensions, elastics and ties, etc.
  • Key players in the global market include J&D Beauty Products, Goody Products, Claire's, LATADA, Conair Corporation, Diana Enterprise North America, and Hairline Illusions.

Women's Socks

  • Canada's socks market size is $1.057 billion and is expected to grow at a CAGR of 3% between 2019 and 2023.
  • The average revenue per person is $28.25, with the average volume of socks per person in the country being 7.17 pairs, with Canada's total volume of socks is anticipated to reach 283.95 million pairs by the year 2023.
  • By the year 2024, the global hosiery (including socks, stockings) market for men and women is predicted to amount to 29.5 billion pairs, with socks expected to have the highest growth among both men and women.
  • Some key players in the Canadian market include:
  • Overall, hypermarkets and supermarkets contribute the most to the global socks market revenue, with online sales accounting for only about 10% of revenue.

Women's Loungewear/Sleepwear

  • The market size of women's loungewear/sleepwear market in Canada was CAD $2.03 billion in 2018 and is growing at a CAGR of 4.54%. Key players include:
    • Gap Canada, a fashion "powerhouse" founded in 1969 with its current headquarters in San Francisco, California.
    • Simons, founded by Peter Simons in 1840, is one of the biggest online retailers in Canada, with brands that range from sellers of women’s sleepwear to other types of apparel; currently, they have over 2,500 employees.
    •  Laura Canada, founded in 1930 by Laura Wolstein as a family-owned and operated company, is one of the fastest-growing women’s clothing stores in the region and consists of two brands, Laura and Melanie Lyne. In 2019, they opened five new stores and are scheduled to open six more.

Women’s Travel Accessories

  • The market size of the luggage and bags segment, aka travel accessories, in Canada was USD $2,276 million in 2019 and is expected to grow at a CAGR of 1.6% from 2019 to 2023.
  • The bags and containers segment alone generated revenue of $631 million in 2017, with an average per capita revenue of $17.26.
  • The key players in the handbag, luggage, and accessory stores segment in Canada include Bentley Leathers Inc. and Michael Kors Holdings Limited, with the latter holding 20% of the market.

Women's Fashion

  • The sales of women's clothing and accessories amounts to approximately CAD $3.38 billion in the first quarter of 2019, and includes the following segments:
  • Blazers (women & girls) are worth USD $400 million and is experiencing negative growth of -0.4% (CAGR 2019-2023).
  • Suits & Ensembles (women & girls) are worth USD $116 million and is also experiencing negative growth of -4% (CAGR 2019-2023).
  • Blouses (women & girls) are worth USD $1,775 million and is growing at a CAGR of 1.6%.
  • Trousers (women & girls) are worth USD $3,868 million and are growing at a CAGR of 2.7%.
  • Dresses & Skirts (women & girls) are worth USD $2,224 million and are growing at a CAGR of 3.2%.
Part
02
of seven
Part
02

Executive Summary - Home Decor and Tabletop Channel Sales - US and Canada

In the tabletop and home decor sales channel, in US and Canada, retail channels are still seeing higher revenues than online. In Canada, the tabletop market is expected to see a 7.5% CAGR via online channels, compared to 2.73% CAGR in traditional retail. This growth is due to faster shipping and social media penetration. In the US the tabletop retail market is $1.879 Billion, compared to $800.06 million online. The tabletop online market in the US is expected to see a 7.4% CAGR, similar to the Canadian market. The Canadian home decor.furnishings market is valued at $37.03 million in online sales. The retail channel is valued at $2,439 million. The US home decor/furnishing market is split at 83% retail and 17% online.


Part
03
of seven
Part
03

Executive Summary - Canadian Tabletop Market

The Canadian Tabletop Market Size is summarized below in the following major categories:
The "On the Table" Dinnerware, Cutlery, Linens, Glassware, and Barware category which has a total market of CAD$1.885 billion; the "Other Kitchenware" category which includes cookware, small appliances, coffee and tea service and miscellaneous items like home décor, home furnishing, and others. The combined total of the Canadian Tabletop Market is CAD$6.2364‬ billion. The manufaturing segment covering these categories has a market revenue of CAD$449 million.

On the Table

Dinnerware

  • The tableware market globally is worth $8.3 billion in 2018.
  • Canada's share of the market is approximately 8.3%. 
  • Therefore, the dinnerware segment of the tabletop market in Canada is worth CAD$678.5 million.

Cutlery

  • The United States cutlery segment is estimated at approximately US$3 billion to US$3.5 billion in 2019.
  • The US has 127.59 million households, while Canada has approximately 14.1 million, which is roughly 11%. Therefore, 11% of US$3 billion is US$330 million or CAD$438 million.

Table Linens

  • In 2018, the Canadian kitchen linen market was estimated to generate a revenue of CAD$376.30 million (US$284.29 million).
  • The Canadian table linen industry was calculated to be about CAD$731.69 million in 2018.

Glassware

  • The current glassware market triangulated from the number of households in Canada is estimated to be CAD$115.468 million.

Barware Size

  • The Canadian Barware Market is valued at CAD$36.7 million.

Subtotal — On The Table

  • Subtotal of the above items is CAD$1.885 billion.

Other Kitchenware

Kitchenware, Cookware, and Bakeware

  • In Canada, the combined sales of kitchen, cook, and bakeware in Canada in 2018 was CAD$3.02 billion.

Small Appliances

  • The revenue for Canadian small appliances in 2019 is estimated to be CAD$1.813 billion.

Coffee and Tea Service

  • The market range for Coffee and Tea Service was not easily calculated. Figures ranged from GAC$186.9 million to CAD$667.8 million.

Miscellaneous

  • The Home Décor market in Canada is estimated at CAD$10 billion. While total sales were not available, the Canadian ceramics manufacturing industry had a revenue of roughly CAD$43 million, while ceramic imports were valued at CAD$776.7 million.
  • Home furnishings' net revenue was CAD$790.1 million, and the institutional furniture market was approximately CAD$236.7 million.

Subtotal — Other Kitchenware

Manufacturing

  • Net revenue of Other furniture-related Product Manufacturing was CAD$95.8 million, while kitchen cabinet and countertop manufacturing revenue was CAD$169.2 million. Cutlery and handtool manufacturing had revenue of CAD$184 million.

Subtotal of Manufacturing

  • The subtotal of revenue for manufacturing some items described above is CAD$449 million.



Part
04
of seven
Part
04

Executive Summary - Canadian Children's Book Market

Canada's book industry reached a total revenue of $1.1 billion in 2018. In 2018, Canadian retailers sold about 54 million units of books. Approximately 18% of the Canadian retail book market is non-traditional bookstores like Costco, Walmart, and other chain stores (e.g., supermarkets, drug, and hardware stores).

  • A spreadsheet has been provided to give a snapshot view of the completed research.
Part
05
of seven
Part
05

Executive Summary - Beauty & Wellness Product Trends

After a study of the relevant literature, we find that the current trends in the beauty industry, particularly in how it increasingly overlaps with the health & wellness industry, can be summed up in four broad categories:
  • Clean & Natural Beauty
  • Green Packaging
  • Spiritual Products
  • Fusing Fitness, Health, and Beauty

Clean & Natural Beauty


Green Packaging

  • According to the Independent UK, "More than 120 billion units of packaging are produced every year by the global cosmetics industry, most of which are not recyclable."

Personalization

  • Consumers have developed a taste for personalized products that address both their beauty and their health & wellness needs, resulting in a 22% growth in global consumption; in the UK alone, 45% of consumers express interest in personalized skincare products.
  • One of the simplest expressions of this trend, used by companies like Khiel's, Kevyn Aucoin, Function of Beauty and MatchCo, is using a device to scan a shopper's skin to determine the precise shade in order to make better makeup recommendations.
  • In Asia, this is particularly a trend in the fragrance sector, where companies like Floraiku create fragrances which evoke moods, sentiments, and memories.
  • For example, Clinique's CliniqueiD is "a first-of-its-kind custom-blend hydrator with 15 possible Base + Cartridge combinations," enabling consumers to choose those which treat their primary skin concerns, while Nectar allows consumers to produce soaps with their preferred fragrance right in their stores.

Fusing Fitness, Health, and Beauty

Part
06
of seven
Part
06

Executive Summary - Canadian Wellness Industry

Due to the variety of segments in Canada's wellness industry, each of which has its own style of marketing, determining marketing trends across the industry is not possible. However, there are two fairly consistent patterns that emerge in our survey of the relevant marketing. The case studies of Yoga Tree and WithinUs, two of Canada's top wellness companies, will likely prove of more use.

Canadian Marketing Trends

  • Despite being in different industry segments and reaching different clients, the overwhelming majority of wellness companies in Canada prefer the use of pastel colors in their marketing and social media.
  • This is not universal, however. For example, Curtis Health, a corporate wellness company, has some exceptions to this rule which follow a particular pattern:
    • As shown on their Twitter feed, marketing (including content marketing) aimed at individuals is characterized by the use of pastels.
    • On the other hand, marketing aimed at corporations often, though not universally, switches to darker and more serious shades of blue and purple.
  • In most cases, a wellness company's marketing is very gender-specific, but which gender depends on their industry segment and therefore their target audience.
    • Yoga and wellness & beauty marketing nearly always feature women, for example, while corporate wellness and sports nutrition companies feature men.
    • Cannabis-based wellness companies, on the other hand, rarely feature people in their marketing, preferring to focus on green cannabis plants (often in a natural setting), healthy-looking fruits and vegetables, and sterile medical equipment.

Case Studies

Based on Canadian Business's list of the top 500 fastest-growing companies, we have identified Yoga Tree and WithinUs as two of the most successful Canadian wellness companies today.

YOGA TREE
 Yoga Tree is a yoga studio company based out of Toronto, Ontario. In addition to offering guided yoga sessions, the company offers a full training and certification course for would-be yoga instructors. This company is a prime example of both of the aforementioned marketing patterns, but also on successfully using word-of-mouth marketing to achieve 137% growth over the last five years.

  • Yoga Tree often offers enormous discounts on Groupon to draw in new clientele and consistently provides a wonderful experience to new customers, as demonstrated by the perfect 5-star rating across 70 reviews.
  • Based on one early (2013) review, Yoga Tree's sleek and minimalist decor gives their studios an "ethereal air," even though the quasi-religious chanting most often associated with yoga has been replaced by modern, but still distinctly Indian, music.
  • Yoga Tree's social media consistently targets women with healthy and happy images, and often re-tweets from customers who mention the company.

WITHINUS
WithinUs (aka withinUs) produces a variety of branded health & wellness nutritional supplements, collagen, and other products. The company's appeal lies in walking a balance between being a small, family business offering healthy nutritional and beauty products and having the glamour of celebrity endorsements, resulting in an astounding 1378% growth over the last five years.

  • WithinUs products have received multiple rave reviews in major publications, including People, the New York Times, Elle Canada, and I Like Her Style Vancouver. Some examples:
  • WithinUs also engages in content marketing through two blogs, a general health & wellness blog and another dedicated to recipes, promoting itself as a family-run business, with CEO and co-founder Tami Nasu keeping several family members on-staff.
  • Taken together, WithinUs's appeal lies in walking a balance between being a small, family business offering healthy nutritional and beauty products and having the glamour of celebrity endorsements.
Part
07
of seven
Part
07

Executive Summary - Wellness, Beauty, and Health Market: US and Canada

The health, wellness, and beauty industry is thriving. US customers will spend over $100 monthly on these products. We have provided an overview of Amazon, Aleias Gluten Free, Food For Life Baking, Cybex International, Goop, Anthropologie, Equinox, and Whole Foods.

  • A spreadsheet has been provided to allow for a snapshot view of the entire research.

Market Share Insights

  • Due to companies not being required to share their annual reports, the market share was not possible to determine. To determine players in the market, other metrics were use, like industry experience and mentions in market research.
Sources
Sources

From Part 01
From Part 02
From Part 04
From Part 05