Decathlon, Italy (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

Pages: 20 Published: June 15, 2022 Report Code: GDCS220018SP

Decathlon’s consumers are typically older, with Gen X and Boomers comprising 69 3 of its shopper base These consumers will be attracted to its extensive store network and wide range of sports products at affordable prices, making it a convenient place to shop.

Profile of retailer’s shopper base, key performance indicators, sales and market shares


– Though Decathlon provides a one-stop solution for all sports requirements, it struggles to attract young consumers

– Decathlon’s range of sports products makes it a convenient place to shop for consumers taking up sport

– Its focus on rental and becoming a marketplace will help Decathlon stay ahead

Reasons to Buy

– Gain a comprehensive knowledge on Decathlon's business and develop a competitive advantage

– Investigate current trends in the clothing and footwear market to identify the best opportunities to exploit

– Analysis of key players in the clothing and footwear segment in Italy

Key Players






Piazza Italia

Foot Locker




Table of Contents

Table of Contents

Executive Summary

Decathlon Retail Shopper Profile

Italy clothing & footwear shopper profile

Where Italian consumers purchase clothing & footwear

Retailers used for other categories

Decathlon Overview

Snapshot of proposition

Key performance metrics

Global sales split

Sales and Market Shares

Apparel market

Decathlon’s market share

Top 10 retailers’ market share

Decathlon’s share of shoppers

Top 10 retailers’ market positioning map


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