The market competition

The headphones market has increased these last few years. Indeed this market has explosed to the detriment of the stereo. According to the GFK institute, the headphones‘s sales in France represents a turnover of 397 million euro in 2012.

This raise of the headphones market may be explained by several reasons.

In one hand, it’s the explosion of devices named « nomads », which are able to hear music anywhere that has truly run this market. Whether it’s the IPod, MP3, IPhone, or stereo systems, there is a fragmentation in the way of listening music.

In the other hand, it’s the fashion effects that make growth this market. Indeed the headphones have truly become fashion accessory since the consumer will sometime prefer a product that represents its value and the design. More over, some trends like « Silent Parties » where guests may listen the same music through headphones, and to dance in the silence without disturbing neighbours.

Faced with this growing market on a criterion of belonging to the consumer, each brand will then try to find its position in order to maximize its revenue. So each brand cultivates a style that is personal, totally original, and may unite around them a true community of fans.

Thus we can see the presence of five key brands sharing the headphones market. Beats is the leader in this market with over 50% of sales in the United States. And there is also Sony, Philips, Bose, Sheinnheiser.