Italy Apparel Market Size and Trend Analysis by Category, Retail Channel, Consumer Attitudes, Brands and Forecast to 2028

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The Apparel Market in Italy to 2028 report offers comprehensive insight and analysis of the Italian apparel market, the major players, the key trends, and consumer attitudes.

Italy’s apparel market grew by just 1.0%, reaching EUR 62.7 billion in 2023, primarily driven by higher prices, with volumes declining by 2.0%, as high inflation forced consumers to tighten their budgets, prioritizing essential goods over apparel. Despite consumers returning to instore shopping post-pandemic, online growth has still outperformed offline, driven by the extensive product range and diverse brand offerings. Adidas is forecast to achieve the largest share gain in 2024 of 0.3ppts, as demand for its Originals trainers has soared, at the expense of Nike who has lost 0.2ppts share due to a lag in innovation.

Scope

This report offers a detailed analysis of the apparel market in Italy with the impact of recent events. It includes analysis of recent events on customer shopping behavior, key apparel retailers, sector analysis, trends, and retailer reactions.

Key Highlights

Italy’s outlook to 2028 is more positive than the last five years but remains muted due to changing consumer habits.

Online penetration will continue rising but growth will slow as the channel becomes more established.

Adidas is forecast to have won the most share in Italy in 2024 as demand has soared for its Originals ranges at the expense of Nike.

Reasons to Buy

Understand where the demand lies within the Italian Apparel market across various price positionings, categories, and brands, to allow you to maximise customer acquisition.

Learn how continued inflationary challenges will impact the Italian apparel market, and which players are most at threat from changing consumer habits.

Identify the key approaches brands are taking to stand out in the Italian apparel market, and how you can adapt these to fit your own business.

Nike
Zara
Adidas
Shein
OVS
H&M
Tezenis
Piazza Italia
Gucci
Intimissimi
Benetton
Dolce & Gabbana
Temu

Table of Contents

EXECUTIVE SUMMARY

Italy Apparel Market Drivers

Italy Apparel Market Inhibitors

Economic Background

ITALY APPAREL MARKET TO 2028

Italy Apparel Market 2018, 2023 & 2028

Italy Apparel Market 2018-2028

ITALY APPAREL MARKET: CATEGORY PERFORMANCE TO 2028

Italy Apparel Market by Category, 2018, 2023 & 2028

Italy Clothing Market by Subcategory & Product Segment 2018-2028

Italy Footwear Market by Subcategory & Product Segment 2018-2028

Italy Accessories Market by Product Segment 2018-2028

Italy Apparel Market by Price Positioning, 2018, 2023 & 2028

Italy Sportswear Market 2018-2028

ITALY APPAREL MARKET: CHANNEL PERFORMANCE TO 2028

Italy Online Apparel Market 2018-2028

Italy Online vs Offline Channel Growth 2018-2028

Italy Apparel Market by Channel, 2023 & 2028

ITALY CONSUMERS INSIGHTS

Style Preferences

Attitudes towards online shopping and social media

Purchase Frequencies

Purchase Drivers

Purchase Inspirations

Fashion Preferences & Attitudes

Sustainability & Ethical Concerns

COMPETITVE LANDSCAPE: BRANDS

Top 10 Italy Apparel Brands by Market Share 2022-2024

Top 10: Winners & Losers 2024 Outlook

Brand in Focus

Intimissimi

Benetton

Dolce & Gabbana

METHODOLOGY

CONTACT US

Table

Clothing: Winning and Losing Product Segments, 2023-2028 CAGR (%)

Footwear: Winning and Losing Product Segments, 2023-2028 CAGR (%)

Accessories: Winning and Losing Product Segments, 2023-2028 CAGR (%)

Figures

Real GDP (EUR bn) and annual growth (%)

Nominal GDP (EUR bn) and annual growth (%)

Real GDP per capita (EUR) and annual growth (%)

Consumer price inflation (%)

Population (m) and annual growth (%)

Population by age group (%)

Population by rural-urban split (%)

Employed people (m) and unemployment rate (%)

Italy Apparel Market Value, 2018, 2023 & 2028 (EUR bn) with five-year CAGR (%)

Italy Apparel Market Value (EUR bn) and Volumes (m units) 2018-2028, with Annual Growth (%)

Category Shares within Italy’s Apparel Market (%) 2018, 2023 & 2028

Clothing: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 forecast CAGR (%)

Footwear: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 forecast CAGR (%)

Accessories: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 forecast CAGR (%)

Italy Apparel Market by Price Positioning, 2018, 2023 & 2028

Italy Sportswear Market (EUR bn) with Annual Growth (%), 2018-2028

Italy Online Apparel Market (EUR bn) 2018-2028 and Online Penetration (%)

Online, Offline & Total Apparel Annual Growth in Italy (%), 2018-2028

Italy Apparel Market by Channel Share (%) 2023 & 2028

Styles purchased by apparel shoppers in Italy in 2023

Agreement with statements regarding online shopping and social media

How frequently Italian consumers purchase apparel

What is important to Italian shoppers when purchasing apparel

What inspires Italian consumers’ apparel purchases

Agreement with statements regarding fashion preferences and attitudes

Agreement with statements regarding sustainability & ethical concerns

Top 10 Italy Apparel Brands by Market Share (%), 2022-2024(f) with 2023-2024 Change in Share

Intimissimi’s Apparel Market Share (%) in Italy 2018-2024(f)

Benetton’s Apparel Market Share (%) in Italy 2018-2024(f)

Dolce & Gabbana’s Apparel Market Share (%) in Italy 2018-2024(f)

Frequently asked questions

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