Clothing And Footwear in Italy
Euromonitor International's Clothing And Footwear in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 53 | Publication date: Oct 2009
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Executive summary
Future uncertainity causes shrinks in demand
In 2008 Italian consumers reduced their expenditure as a result of the difficult economic situation which has enveloped the country for the past few years. As consumers continued being unsure about their future in terms of jobs and salary, their expenditure on clothes and footwear was negatively affected. In fact the county suffers from structural problems in its business framework. The country's economy is based on small and medium family-based companies, which do not invest enough in innovation and research and are becoming increasingly less competitive.
Clothing was stable while footwear showed a negative trend
The clothing and footwear sector performed quite poorly in 2008. The clothing sector remained stable in value terms mainly due to price increases but the footwear sector had a negative growth as the internal demand stagnated. The clothing and footwear sectors continued with the poor performance of previous years and improvement does not seem likely in the near future. In fact as the economic crisis becomes more evident, consumers’ behaviour is expected to become more conservative and careful with their disposable income.
Childrenswear’s boom
The children's' wear sector was indisputably the best performer in 2008. Italian mothers are known for spoiling their children and believe that any goods related to their children are a necessity. Even during an unfavourable economic situation parents are ready to purchase expensive and branded cloths for their children. This sector does not seem to have felt the economic crisis and it looks like it will be one of the first sectors to recover from the economic difficulties the country will have to go through in the next couple of years.
Fragmented fashion market
Italy is the country of fashion. The fashion industry started to evolve in Italy some decades ago and since then many different companies have entered the market. The Italian clothing and footwear sector is still very fragmented despite having some of the most important fashion companies in the world. The market has good prospects as Italians are real passionate about fashion and enjoy buying branded goods. It is very important for Italians to wear branded cloths and footwear as this is perceived as not only a status symbol but also a necessity across all social classes.
Credit crunch impacts future growth
The clothing and footwear market will slow down during the forecast period mainly due to the negative growth rates that are likely in 2009 and 2010. Prices are expected to decrease in the next couple of years in order to boost demand. Unemployment is expected to increase and consumers are likely to see their disposable incomes decrease. The credit crunch will have a negative effect on economies across the world for at least the next two years. The clothing and footwear sector should have a stronger performance once the economy gets back on track.
Table of contents
CLOTHING AND FOOTWEAR IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Future uncertainity causes shrinks in demand
Clothing was stable while footwear showed a negative trend
Childrenswear’s boom
Fragmented fashion market
Credit crunch impacts future growth
KEY TRENDS AND DEVELOPMENTS
Rising unemployment and the credit crunch causes tension among consumers
Prices increase lowers internal demand
Immigration brings new trends to the sector
Ageing population will impact the sector trends
Busier lifestyles drive changes in Italians’ consumer patterns
MARKET DATA
Table 1 Sales of Clothing and Footwear by Sector: Volume 2003-2008
Table 2 Sales of Clothing and Footwear by Sector: Value 2003-2008
Table 3 Sales of Clothing and Footwear by Sector: % Volume Growth 2003-2008
Table 4 Sales of Clothing and Footwear by Sector: % Value Growth 2003-2008
Table 5 Clothing and Footwear Company Shares 2004-2008
Table 6 Clothing and Footwear Brand Shares 2005-2008
Table 7 Sales of Clothing and Footwear by Distribution Format: % Analysis 2003-2008
Table 8 Forecast Sales of Clothing and Footwear by Sector: Volume 2008-2013
Table 9 Forecast Sales of Clothing and Footwear by Sector: Value 2008-2013
Table 10 Forecast Sales of Clothing and Footwear by Sector: % Volume Growth 2008-2013
Table 11 Forecast Sales of Clothing and Footwear by Sector: % Value Growth 2008-2013
DEFINITIONS
Clothing
Footwear
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
BENETTON GROUP SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Benetton Group SpA: Key Facts
Summary 3 Benetton Group SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Benetton Group SpA: Competitive Position 2008
CALZEDONIA SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Calzedonia SpA: Key Facts
Summary 6 Calzedonia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Calzedonia SpA: Competitive Position 2008
GEOX SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Geox SpA: Key Facts
Summary 9 Geox SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Geox SpA: Competitive Position 2008
VALENTINO FASHION GROUP SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Valentino Fashion Group SpA: Key Facts
Summary 12 Valentino Fashion Group SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VALLEVERDE SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Valleverde SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Valleverde SpA: Competitive Position 2008
CLOTHING IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 15 New Product Launches 2007- 2008
SECTOR DATA
Table 12 Sales of Clothing by Subsector: Volume 2003-2008
Table 13 Sales of Clothing by Subsector: Value 2003-2008
Table 14 Sales of Clothing by Subsector: % Volume Growth 2003-2008
Table 15 Sales of Clothing by Subsector: % Value Growth 2003-2008
Table 16 Sales of Men’s Outerwear by Type 2003-2008
Table 17 Sales of Women’s Outerwear by Type 2003-2008
Table 18 Sales of Childrenswear by Type 2003-2008
Table 19 Clothing Company Shares 2004-2008
Table 20 Clothing Brand Shares 2005-2008
Table 21 Sales of Clothing by Distribution Format: % Analysis 2003-2008
Table 22 Forecast Sales of Clothing by Subsector: Volume 2008-2013
Table 23 Forecast Sales of Clothing by Subsector: Value 2008-2013
Table 24 Forecast Sales of Clothing by Subsector: % Volume Growth 2008-2013
Table 25 Forecast Sales of Clothing by Subsector: % Value Growth 2008-2013
FOOTWEAR IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 16 New Product Launches 2007- 2008
SECTOR DATA
Table 26 Sales of Footwear by Subsector: Volume 2003-2008
Table 27 Sales of Footwear by Subsector: Value 2003-2008
Table 28 Sales of Footwear by Subsector: % Volume Growth 2003-2008
Table 29 Sales of Footwear by Subsector: % Value Growth 2003-2008
Table 30 Sales of Footwear by Type 2003-2008
Table 31 Footwear Company Shares 2004-2008
Table 32 Footwear Brand Shares 2005-2008
Table 33 Sales of Footwear by Distribution Format: % Analysis 2003-2008
Table 34 Forecast Sales of Footwear by Subsector: Volume 2008-2013
Table 35 Forecast Sales of Footwear by Subsector: Value 2008-2013
Table 36 Forecast Sales of Footwear by Subsector: % Volume Growth 2008-2013
Table 37 Forecast Sales of Footwear by Subsector: % Value Growth 2008-2013