Austrade lowdown

Austrade Greece fashion business development manager Ioanna Gouvatsou offers aspiring exporters a lowdown on the Greek TCF market.

What you need to know

Greece is a small market of 11 million people and is an import dependent market in all sectors. Fashion used to be a small exemption since Greece has been traditionally producing its own textiles. However, in the past few years most of the producers have either closed down or have taken their business production into other countries with cheap operational costs.

That said, it remains a highly competitive market as all the well known high-end international brands, but also the budget brands have their own stores in Greece. They also still have the local high-end designers. Most of the best selling clothes are imported from other countries such as Spain, Italy, France, the US, Germany, China (under of course different names), UK and now Australia (even though it's fairly new in the market). For women's shoes, Greece still has local very well known brands and there is also a trend for expensive Italian, French, Spanish and US shoes.

Accessories, appears to be the most difficult sector as Greece still has a lot of local brands which are considered to be of good quality and design. In swimwear, again most of the product is imported form other European Union countries and of course the US. Until recently the lycra used in Australia was considered to be too thick but this is changing and we have recently heard some very good feedback on specific brands. Greek women want to be considered as well-dressed ladies so they do spend large amounts on their clothes and accessories. Of course there is a segment of women who can't afford to spend on brand names so they look for smart solutions which will still make them look trendy, and will still try to purchase at some point an expensive well-known brand. Australian brands represented in the Greek market include Collette Dinnigan, Hussy, Willow and Spencer & Rutherford.

Idiosyncrasies of this market

It is important that any Australian exporters clearly identify the appropriate importer/distributor. Keep close contact and be understanding when they take a long time to respond. Remember too to provide them with information and promotional material on time. In Greece there are agents (standard rate is 10 to 12 per cent commission), who are responsible for closing the order and then the foreign company sends the product directly to the customer, or the distributors (who traditionally charge 20 to 25 per cent commission) who import and distribute the products.

Negotiation is the favourite word of the importers/agents. Mark ups and fees can be really high for such a small market. This has as the effect that Australian clothes can be very expensive in retail after adding-up the freight, taxes, and commissions.Buying seasons for Greece are: for winter February to March and delivery period in mid-July to August. For summer, September to October and delivery in January and/or February.

Another issue for consideration is that usually Greek companies import not only for the Greek market. They also service the Cypriot and the Balkan markets.

How much to include in each collection

Everything. Most of the Greek importers/agents are looking for large product lines. They have to be competitive and if they are to import from Australia they will not proceed for a small range of products.

Other points for consideration

The requirements are the same as for the rest of EU. Labelling and marking requirements are in accord with EU requirements. Labels must be in Greek. The Greek labels can be attached to the product between clearing customs and being offered for sale. International symbols are used for the cleaning of clothes etc.