Clothing and footwear retail market in Poland 2018

Market analysis and development forecasts for 2018-2023

View Leaflet

Industry Report

Clothing and footwear retail market in Poland 2018

Market analysis and development forecasts for 2018-2023

This product is also available in Polish

Product details

Price:

3 300

Choose language

You don't have to wait. The content will be accessible online at the My PMR account.

Clothing and footwear retail market in Poland 2018

Market analysis and development forecasts for 2018-2023

View Leaflet

This 12th edition of our report provides a comprehensive overview of clothing and footwear retail in Poland. It examines the impact of macroeconomic factors and legal changes (e.g. the Rodzina 500+ programme, etc.) and looks at the financial situation and expansion plans of the largest players (e.g. LPP, Inditex, H&M, Pepco, CCC, Deichmann) as well as medium-sized ones (e.g. Cubus, CDRL, Bartek).

Subscription: 12 months
Publication date: July 2018
Other versions: Polish
Delivery: Online with easy export (PDF, PPT, XLS, DOC)
Sector: Clothing & footwear
Country: Poland

Do you need assistance?

Phone: +48 12 340 51 30

Email: support@pmrcorporate.com

Description

Description

The report analyses the value and structure of the market from 2013 through 2023 in terms of key distribution channels (clothing chains, the internet, direct selling, open-air markets, hypermarkets, supermarkets, and discount stores, with estimates of clothing and footwear sales at the leading grocery chains such as e.g. Biedronka, Lidl, Tesco, Kaufland, Carrefour) as well as in terms of price segments and product categories.

For the purposes of this year’s report we have also conducted a consumer survey to arrive at a profile of the Polish consumer of clothing and footwear. The report thus contains data on the clothing and footwear purchases of Polish men and women, their propensity to buy specific fashion items and their preferred places for buying them, as well as loyalty to brands.

The report includes a Power Point file with executive summary and an Excel file with key underlying data, allowing you to sort and manage the data according to your needs – a useful tool particularly for analysts.The report update is an Excel file containing updated figures plus a ‘Key Conclusions’ sheet with expert commentary about observed changes.


What is the content of the report?

  • Market value, with a 5-year forecast developed by PMR econometricians using proven models
  • Sales value in distribution channels in 2013-2023
  • Value of clothing and footwear segments 2013-2023
  • Revenues of clothing/footwear chains
  • Sales per store
  • Store numbers
  • Combined market share of the top 10 players
  • Value of price segments
  • Expert commentary explaining the data: causes, consequences, other development scenarios for the clothing and footwear retail market in Poland
  • Analysis of the macroeconomic situation in Poland along with predictions for the period 2018-2023 and forecasts of key economic indicators until 2023
  • Profile of the consumer developed from a survey into Poles’ clothing and footwear purchases conducted by PMR on a purposive sample of 500 adults
  • Impact of recently enacted and planned legislation on clothing and footwear retail (Rodzina 500+ programme, restrictions on Sunday trade etc.)
  • Consolidation processes taking place on the clothing and footwear retail market in Poland
  • Ranking list of the largest fashion retailers in Poland in terms of sales revenues and store numbers, with information on expansion plans, changes in product assortment
  • Distribution channels covered in the report: clothing and footwear chains, independent clothing and footwear stores, open-air markets, internet sales, catalogues, hypermarkets and discount stores
  • Market development forecasts until 2023 (with estimated impact of specific factors on projected market value), developed in collaboration with a team of econometricians
  • Proprietary survey of Poles’ clothing and footwear purchases carried out on a purposive sample of 500 adults.

Who benefits from the analysis?

The report is designed for managers and sales, marketing, strategy, and business development professionals of the following types of organisations:

  • Clothing and footwear chains
  • Sporting goods chains
  • Mail order firms
  • Large-format grocery stores
  • Online stores and platforms
  • Manufacturers of clothing and footwear
  • Manufacturers and retailers of fashion accessories
  • Manufacturers and retailers of leather goods
  • Banks and investment funds
  • Companies planning to add clothing and footwear to their offer
  • Companies who count clothing and footwear chains among their customers – e.g. mall operators, marketing services firms
  • Companies interested in the shopping preferences and habits of the Polish consumer (research firms, consultancies, advertising agencies).

Why to buy the report?

  • Comprehensive picture of clothing and footwear retail in Poland and all its distribution channels – a resource for assessing market opportunities
  • 5-year development forecasts for the market as a whole and individual distribution channels developed by the PMR team using advanced econometric models - a valuable tool for strategy development (short-term strategy, long-term strategy, sales strategy)
  • Profile of the consumer developed from a survey of 500 adults – helps confirm or identify key market trends.
  • A survey of clothing and footwear chains offering a unique perspective on the market as seen from the level of market participants– a useful check on hypotheses and forecasts.
Table of Contents

Table of Contents

  • Methodology
  • Executive summary
  • Macroeconomic forecasts
    • Assessment of 2017
    • Forecast for 2018
    • Medium-term outlook: 2018-2023
  • Value and growth of the clothing and footwear retail market in Poland
    • Market development scenarios
    • Profile of the consumer – survey results
    • Market trends
  • Distribution channels
    • Clothing and footwear chains
    • Internet
    • Largest internet stores
    • Grocery chains
  • Overview of the clothing retail market
    • Value and growth of the clothing retail market
    • Assessment of the market situation and outlook – survey results
      • Assessment of 2017
      • Expectations for 2018
    • Focus on select market players
    • Profiles of select players
    • Product and price segmentation – survey results
      • By product type
      • By price point
      • Most promising clothing segments
    • Overview of select clothing segments
      • Casual wear
      • Teen clothing
      • Jeanswear
      • Discount clothes
      • Smart womenswear
      • Smart menswear
      • Underwear
      • Children's wear
      • Sporting apparel and shoes
  • Overview of the footwear market
    • Market value and growth
    • Assessment of the market situation and outlook – survey results
      • Assessment of 2017
      • Expectations for 2018
    • Focus on select players
    • Profiles of select players
    • Product and price segmentation – survey results
      • By product
      • By price point
      • Market growth of footwear segments
      • Most promising footwear segments
Graphs and Tables

Graphs and Tables

Graphs

  • Value (PLN m) and change (%) of the clothing and footwear market in Poland, 2014-2023
  • Projected growth in the value of the clothing and footwear retail market in Poland in the optimistic and pessimistic scenarios (%), 2018-2023
  • Growth direction for new stores in analysed clothing and footwear companies in Poland (%), March 2018
  • Plans to launch online sales in analysed clothing and footwear companies in Poland (%), March 2018
  • Retail space density in Warsaw and regional cities (m² of GLA per 1,000 inhabitants), 2016-2018
  • Total supply of modern retail space in Poland, by region (‘000 m²), 2017
  • Most popular trading platforms and online stores where respondents (internet users) bought clothes and footwear in Poland (%), 2017
  • Population of Poland (%), by date of birth, June 2017
  • Share of women in the Polish population (%), by date of birth, June 2017
  • Monthly per capita spending on clothing and footwear in Poland (PLN) and its change (%), 2014-2016
  • Value (PLN m) and change (%) of clothing and footwear sales in clothing and footwear chains in Poland, 2014-2023
  • Number of clothing and footwear chain stores in Poland, May 2014-March 2018
  • Growth rate for the number of clothing and footwear chain stores in Poland, by type of offer (%, y-o-y), 2018
  • Structure of the number of clothing and footwear chain stores in Poland, by type of offer (%), March 2018
  • Value (PLN m) and change (%) of clothing and footwear sales in independent clothing and footwear stores in Poland, 2014-2023
  • Value (PLN m) and change (%) of clothing and footwear sales in large-format grocery stores in Poland, 2014-2023
  • Value (PLN m) and change (%) of clothing and footwear sales via the internet and mail order catalogues in Poland, 2014-2023
  • Number of online stores specialising in clothing and footwear sales in Poland, 2014-2017
  • Value (PLN m) and change (%) of clothing and footwear sales on marketplaces and open-air markets in Poland, 2014-2023
  • Value (PLN m) and change (%) of the clothing market in Poland, 2014-2023
  • Projected growth in the value of the clothing retail market in Poland in the optimistic and pessimistic scenarios (%), 2018-2023
  • Forecast for the clothing market in Poland in 2016 (%), March 2017
  • Forecast for the clothing market in Poland in 2017 (%), March 2018
  • Clothing market structure in Poland, by season (%), March 2018
  • Clothing market structure in Poland, by target group (%), March 2018
  • Structure of the clothing market in Poland, by offered products (%), March 2017
  • Structure of the clothing market in Poland, by offered products (%), March 2018
  • Clothing segments with best growth prospects in Poland (%), April 2016, March 2017, March 2018
  • Number of chain stores with casual wear in Poland, May 2014-March 2018
  • Number of chain stores with young fashion in Poland, May 2014-March 2018
  • Number of chain stores with denim clothing in Poland, May 2014-March 2018
  • Number of chain stores with discount clothing in Poland, May 2014-March 2018
  • Number of chain stores offering smart womenswear in Poland, May 2014-March 2018
  • Number of chain stores offering smart menswear in Poland, May 2014-March 2018
  • Number of chain stores offering underwear in Poland, May 2014-March 2018
  • Number of chain stores offering children’s clothing and footwear in Poland, May 2014-March 2018
  • Number of stores in multi-brand sports chains and other sports chains in Poland, March 2015-March 2018
  • Maximum spending on coat/jacket for transitional period in Poland (%), 2018
  • Maximum spending on winter coat/jacket in Poland (%), 2018
  • Maximum spending on trousers in Poland (%), 2018
  • Maximum spending on a T-shirt in Poland (%), 2018
  • Maximum spending on a sweatshirt in Poland (%), 2018
  • Maximum spending on a shirt in Poland (%), 2018
  • Maximum spending on a dress/tunic in Poland (%), 2018
  • Maximum spending on a skirt in Poland (%), 2018
  • Maximum spending on a blouse in Poland (%), 2018
  • Maximum spending on underwear in Poland (%), 2018
  • Value (PLN m) and change (%) of the footwear market in Poland, 2014-2023
  • Projected growth in the value of the footwear retail market in Poland in the optimistic and pessimistic scenarios (%), 2018-2023
  • Footwear market structure in Poland, by season (%), March 2018
  • Structure of the footwear market in Poland, by offered products (%), March 2017
  • Structure of the footwear market in Poland, by offered products (%), March 2018
  • Structure of the footwear market in Poland, by price of the offered products (%), March 2017
  • Structure of the footwear market in Poland, by price of the offered products (%), March 2018
  • Maximum spending on casual footwear in Poland (%), 2018
  • Maximum spending on smart shoes in Poland (%), 2018
  • Maximum spending on sports footwear in Poland (%), 2018
  • Maximum spending on ankle shoes in Poland (%), 2018
  • Maximum spending on sandals in Poland (%), 2018
  • Maximum spending on flip flops in Poland (%), 2018
  • Maximum spending on winter boots in Poland (%), 2018
  • Maximum spending on pumps in Poland (%), 2018
  • Maximum spending on boots in Poland (%), 2018
  • Maximum spending on high heels in Poland (%), 2018

Tables

  • Number of respondents buying clothing and footwear in 2017 in Poland, 2018
  • Respondents, by age (%), 2018
  • Respondents, by education (%), 2018
  • Respondents, by place of residence (%), 2018
  • Respondents, by net income in household (%), 2018
  • Selected statistics for the clothing and footwear market in Poland, 2014-2019
  • Selected macroeconomic indicators for Poland: data and forecasts for 2014-2023
  • Overview of the clothing and footwear market in Poland, 2014-2023
  • Growth drivers for the clothing and footwear market in Poland, 2017-2023
  • Competitive analysis of the C&F market in Poland
  • Assessment of the clothing and footwear market in Poland (%), April 2015-March 2019
  • Assessment of the current clothing and footwear market in Poland, by type of company activity, March 2018
  • Assessment of the clothing and footwear market in Poland in H2 (%), April 2015-March 2018
  • Forecast for the clothing and footwear market in Poland in H2 2017, by type of business activity, March 2018
  • Best sales periods in the market in 2017, in the opinion of clothing and footwear companies in Poland (%), March 2018
  • Best sales periods in 2017 − respondent statements
  • Weakest sales periods in the market in 2017, in the opinion of clothing and footwear companies in Poland (%), March 2018
  • Weakest sales periods in 2017 − respondent statements
  • Largest growth barriers according to clothing and footwear companies in Poland (%), March 2087
  • Largest barriers − respondent statements
  • Main growth opportunities according to clothing and footwear companies in Poland (%), March 2018
  • Largest opportunities − respondent statements
  • Evaluation of current financial condition of the analysed companies, March 2018
  • Change in revenues of analysed clothing and footwear companies in Poland in 2017, compared to 2016, March 2018
  • Forecast change in revenues of analysed clothing and footwear companies in Poland in 2018, March 2018
  • Change in average gross profit margin in 2017 compared with 2016 in analysed clothing and footwear companies in Poland, March 2017
  • Change in average daily gross turnover per store in 2017 compared with 2016 in analysed clothing and footwear companies in Poland, March 2018
  • Average daily gross turnover per store in analysed clothing and footwear companies in Poland (PLN), June 2011-March 2018
  • Forecast change in average daily gross turnover per store in 2018 compared with 2017 in analysed clothing and footwear companies in Poland, March 2018
  • Average number of stores of analysed clothing and footwear companies in Poland, March 2018
  • Total number of stores of analysed clothing and footwear companies in Poland (%), April 2015-March 2019
  • Number of own stores of analysed clothing and footwear companies in Poland (%), April 2015-March 2019
  • Number of franchise stores of analysed clothing and footwear companies in Poland (%), April 2015-March 2019
  • Change in the number of stores of analysed clothing and footwear companies in Poland last year compared with the analysed year (%), March 2018
  • Change in the number of stores of analysed clothing and footwear companies in Poland last year compared with the analysed year (%), April 2015-March 2019
  • Online sales of the analysed clothing and footwear companies in Poland, March 2018
  • Period for which analysed clothing and footwear companies have run online stores in Poland, March 2018
  • Share of online channel in sales by analysed clothing and footwear companies in Poland, March 2018
  • Location of production for the Polish industry of clothing and footwear, March 2018
  • Expansion plans of clothing and footwear companies in Poland in 2018, March 2018
  • Impact of individual trends on the value of the clothing and footwear market in Poland, 2014-2023
  • Respondents’ opinions about selected phenomena and trends in the clothing and footwear market in Poland in 2018 (%), March 2018
  • Attitude to shopping for clothes and footwear on Sunday in Poland (%), 2018
  • Opinions about fashion blogs and vlogs in Poland (%), 2018
  • Cooperation between C&F companies and bloggers/vloggers in Poland, March 2018
  • Benefits from cooperation between C&F companies and bloggers/vloggers in Poland (%), March 2018
  • Benefits from cooperation with bloggers/vloggers − respondent statements
  • Reasons for not starting cooperation with bloggers/vloggers in C&F companies in Poland (%), March 2018
  • Reasons for not starting cooperation with bloggers/vloggers − respondent statements
  • Opinions about buying clothing and footwear at discount stores in Poland (%), 2018
  • Major retail and service projects in Poland, 2014-2022
  • Floor area of retail and service buildings for which building permits were issued in Poland (‘000 m²), by voivodship, 2014-2017
  • Floor area of retail and service buildings completed for use in Poland (‘000 m²), by voivodship, 2013-2016
  • Annual supply of modern retail space in Poland, by region (‘000 m²), 2014-2017
  • Modern retail space under construction in Poland, by region (‘000 m²), end-of-period, 2014-2017
  • Opinions about buying clothes and footwear at outlet centres in Poland, 2018
  • Checking the offers and making purchases of clothing and footwear via mobile devices in Poland (%), 2018
  • Selected new brands that appeared on the Polish clothing and footwear market, 2016-2018
  • Impact of individual factors on the value of clothing and footwear market in Poland, 2014-2023
  • Change in purchases of clothing and footwear made by beneficiaries of Family 500+ scheme (%), 2018
  • Spending on advertising by selected players on the fashion market in Poland (PLN), by type of advertisement, 2017
  • Clothing and footwear purchases in Poland, by gender (%), 2018
  • Selection criteria for the place of purchase of clothing and footwear in Poland (%), 2018
  • Value of the clothing and footwear market in Poland, by distribution channel (%), 2014-2023
  • Value of the clothing and footwear market in Poland, by distribution channel (PLN m), 2014-2023
  • Growth of clothing and footwear distribution channels in Poland (%), 2014-2023
  • Number of clothing and footwear chain stores in Poland, by type of offer, March 2015-March 2018
  • Change in the number of clothing and footwear chain stores in Poland, by type of offer (y-o-y), March 2015-March 2018
  • SWOT analysis of clothing and footwear chains in Poland
  • SWOT analysis of independent clothing and footwear stores in Poland
  • SWOT analysis of clothing and footwear sales at large-format grocery stores in Poland
  • SWOT analysis of clothing and footwear online sales in Poland
  • Basic information on selected online stores selling clothing and footwear in Poland, March 2018
  • Sales generated by selected online stores trading in clothing and footwear in Poland (PLN m), 2014-2017
  • Growth of sales generated by selected online stores trading in clothing and footwear in Poland (%), 2014-2017
  • Reasons for buying clothes online in Poland (%), 2018
  • Reasons for not buying clothes online in Poland (%), 2018
  • Reasons for buying footwear online in Poland, by gender (%), 2018
  • Reasons for not buying footwear online in Poland, by gender (%), 2018
  • Number and area of marketplaces and number of permanent small retail points in Poland, 2014-2017
  • Number of marketplaces in Poland, by voivodship, 2016
  • SWOT analysis of clothing and footwear sales in open-air markets in Poland
  • Assessment of the clothing market in Poland (%), April 2016-March 2018
  • Assessment of the current situation on the clothing market in Poland, by type of company activity, March 2018
  • Reasons for positive assessment of 2017 in the clothing industry – respondent statements
  • Reasons for negative assessment of 2017 in the clothing industry – respondent statements
  • Reasons for positive forecasts for the clothing industry in H2 2018 – respondent statements
  • Reasons for negative forecasts for the clothing industry in H2 2018 – respondent statements
  • Assessment of clothing sales change in individual seasons in 2017 compared to 2016, March 2018
  • Evaluation of clothing sales change in 2016 compared to 2015 and in 2017 compared to 2016, March 2018
  • Structure of the clothing market in Poland, by the price of offered products (%), March 2017
  • Assessment of clothing sales change in individual price segments in 2016 compared to 2015 and in 2017 compared to 2016, March 2018
  • Assessment of clothing sales change for individual product types in 2016 compared to 2015, March 2018
  • Clothing segments with best growth prospects in Poland – respondent statements
  • Selected companies offering casual clothing in Poland, by sales value (PLN m), 2016-2017
  • Selected chains of stores with casual clothing, by number of brand stores in Poland, March 2018
  • Advertising spending by selected companies of the casual segment in Poland (PLN ‘000), 2017
  • Selected companies offering young fashion in Poland, by sales value (PLN m), 2016-2017
  • Selected chains of stores with young fashion, by number of brand stores in Poland, March 2018
  • Advertising spending by selected young fashion companies in Poland (PLN ‘000), 2017
  • Advertising spending by selected companies offering denim clothing in Poland (PLN ‘000), 2017
  • Largest companies offering discounted clothing in Poland, by sales value (PLN m), 2016-2017
  • Selected chains of stores with discounted clothing, by number of stores in Poland, March 2018
  • Selected companies offering smart womenswear in Poland, by sales value (PLN m), 2016-2018
  • Selected chains of stores offering smart womenswear, by number of brand stores in Poland, March 2018
  • Advertising spending by selected companies offering smart women’s clothing in Poland (PLN ‘000), 2017
  • Selected companies offering smart menswear in Poland, by sales value (PLN m), 2016-2017
  • Selected chains of stores offering smart menswear, by number of stores in Poland, March 2018
  • Advertising spending by selected companies of the smart menswear segment in Poland (PLN ‘000), 2017
  • Selected companies offering underwear in Poland, by sales value (PLN m), 2016-2017
  • Selected chains of stores offering underwear, by number of stores in Poland, March 2018
  • Advertising spending by selected companies of the underwear segment in Poland (PLN ‘000), 2017
  • Selected companies offering children’s clothing and footwear in Poland, by sales value (PLN m), 2016-2017
  • Selected chains of stores offering childrenswear, by number of stores in Poland, March 2018
  • Advertising spending by selected companies offering children’s clothing in Poland (PLN ‘000), 2017
  • Chains of sports stores, by number of brand stores in Poland, March 2018
  • Selected chains of sports stores, by number of brand stores in Poland, March 2018
  • Frequency of shopping for clothes in Poland (%), by gender, 2018
  • Places for purchasing clothes (aggregated categories) in Poland, by gender (%), 2018
  • Places for purchasing clothes in Poland, by gender (%), 2018
  • Places of clothing purchases in Poland, by product (%), 2018
  • Clothing store brands most popular in Poland (%), 2018
  • Consumer habits shown while shopping for clothes in Poland (%), 2018
  • General information on largest clothing companies in Poland, 2018
  • Sales revenues of largest clothing companies in Poland (PLN m), 2014-2018
  • Sales growth of largest clothing companies in Poland (%), 2014-2018
  • Market shares of largest clothing companies in Poland (%), 2014-2018
  • Number of brand stores of largest clothing companies in Poland, 2014-2018
  • Annual sales per store of largest clothing companies in Poland (PLN m), 2014-2018
  • Sales (PLN m) and number of LPP stores in Poland, 2014-2018
  • Sales (PLN m) and number of H&M stores in Poland, 2014-2018
  • Sales (PLN m) and number of Inditex stores in Poland, 2014-2018
  • Sales (PLN m) and number of Biedronka stores in Poland, 2014-2018
  • Sales (PLN m) and number of Kaufland stores in Poland, 2014-2018
  • Sales (PLN m) and number of Lidl stores in Poland, 2014-2018
  • Assessment of the footwear market in Poland (sample size), March 2017 and March 2018
  • Reasons for positive assessment of 2017 in the footwear market – respondent statements
  • Reasons for negative assessment of 2017 in the footwear market – respondent statements
  • Forecasts for the footwear market in Poland in H2 2018 (sample size), March 2017 and March 2018
  • Reasons for positive forecasts for the footwear industry in H2 2018 – respondent statements
  • Reasons for negative forecasts for the footwear industry in H2 2018 – respondent statements
  • Assessment of footwear sales change in individual seasons in 2017 compared to 2016, March 2018
  • Assessment of footwear sales change in Poland in 2016 compared to 2015 and in 2017 compared to 2016, March 2018
  • Assessment of footwear sales change in individual price segments in Poland in 2016 compared to 2015 and in 2017 compared to 2016, March 2018
  • Assessment of footwear sales change by product type in Poland in 2016 compared to 2015 and in 2017 compared to 2016, March 2018
  • Footwear segments with best growth prospects in Poland, March 2018
  • Footwear segments with the best growth prospects – respondent statements
  • Frequency of shopping for footwear in Poland (%), by gender, 2018
  • Places for purchasing footwear (aggregated categories) in Poland, by gender (%), 2018
  • Places for purchasing footwear in Poland, by gender (%), 2018
  • Places of footwear purchases in Poland, by product type (%), 2018
  • Footwear store brands most popular in Poland (%), 2018
  • Consumer habits shown while shopping for footwear in Poland (%), 2018
  • General information about largest footwear companies in Poland, 2018
  • Revenues from domestic sales of largest footwear companies in Poland (PLN m), 2014-2018
  • Market shares of largest footwear companies in Poland (%), 2014-2018
  • Sales growth of largest footwear companies in Poland (%), 2014-2018
  • Number of brand stores of largest footwear companies in Poland, 2014-2018
  • Annual sales per store of largest footwear companies in Poland (PLN m), 2014-2018
  • Advertising spending by selected footwear companies in Poland (PLN m), 2017
  • Sales (PLN m) and number of CCC stores in Poland, 2014-2018
  • Sales (PLN m) and number of Deichmann stores in Poland, 2014-2018
  • Sales (PLN m) and number of Wojas stores in Poland, 2014-2018
  • Sales (PLN m) and number of Venezia stores in Poland, 2014-2018
  • Sales (PLN m) and number of Gino Rossi stores in Poland, 2014-2018
Infographic

Infographic

Product details

Price:

3 300

Select languages:

Choose language

You don't have to wait. The content will be accessible online at the My PMR account.

Subscription: 12 months
Publication date: July 2018
Other versions: Polish
Delivery: Online with easy export (PDF, PPT, XLS, DOC)
Sector: Clothing & footwear
Country: Poland

Do you need assistance?

Phone: +48 12 340 51 30

Email: support@pmrcorporate.com

Standard - license option entitles Client to make use of the product for a maximum of 2 persons indicated in the purchase process

Standard Plus - license option entitles Client to make use of the product for between 3 and 9 persons indicated in the purchase process

Corporate - license option entitles Client to make use of the product for between 10 and an unlimited number of persons indicated in the purchase process