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Country Report

Childrenswear in

Childrenswear in Italy

Feb 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Falling birth rate and lower purchasing power hit sales of childrenswear

The decrease in the number of births and falling purchasing power weakened sales of childrenswear in 2019. Following a fourth consecutive year of decline, ISTAT (National Institute of Statistics) reported that the number of new-borns was at an all-time low in 2018.

Parental focus on quality holds value for baby and toddler wear

In retail current value sales terms, baby and toddler wear, which saw the smallest drop in 2019, is projected to register the fastest CAGR over the forecast period. This is partly due to the anticipated slightly higher increase in average retail current unit price for baby and toddler wear.

Parents prefer to see clothes before buying to ensure quality and size

The main channel for childrenswear remains chained apparel and footwear specialist retailers, although independents and modern grocery retailers remain significant. However, e-commerce is the most dynamic channel.

COMPETITIVE LANDSCAPE

Strong reputation and consumer engagement help OVS remain top-of-mind

Childrenswear remained highly fragmented in 2019, although the leading player, OVS, held a higher retail value share than the respective leaders in menswear and womenswear. In 2019, lethargic demand hit OVS’s retail value sales.

Low prices and wider coverage boost sales for fast fashion players Primark and Zara

Primark, which entered Italy in 2016, remained by far the fastest-growing player in childrenswear in retail value sales terms in 2019. The high-street Primark brand benefited immediately from the growing demand for low-priced apparel.

French players tap into demand for fashion at affordable prices to grow value shares

The French companies Kidiliz Group Italy and ID Kids Italy continued to develop their offer and gradually improve their retail value shares in 2019. Kidiliz Group operates with various licensed brands, but its main business in Italy revolves around the Z brand.

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Samples

Childrenswear Market Sample Report Childrenswear Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Italy market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Childrenswear in Italy?
What are the major brands in Italy?
How dynamic is the growth of clothing and footwear internet sales?
What is the performance of women’s clothing vs men’s clothing?
What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

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Childrenswear in Italy - Category analysis

HEADLINES

PROSPECTS

Falling birth rate and lower purchasing power hit sales of childrenswear

Parental focus on quality holds value for baby and toddler wear

Parents prefer to see clothes before buying to ensure quality and size

COMPETITIVE LANDSCAPE

Strong reputation and consumer engagement help OVS remain top-of-mind

Low prices and wider coverage boost sales for fast fashion players Primark and Zara

French players tap into demand for fashion at affordable prices to grow value shares

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2014-2019
Table 2 Sales of Childrenswear by Category: Value 2014-2019
Table 3 Sales of Childrenswear by Category: % Volume Growth 2014-2019
Table 4 Sales of Childrenswear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Childrenswear: % Value 2015-2019
Table 6 LBN Brand Shares of Childrenswear: % Value 2016-2019
Table 7 Forecast Sales of Childrenswear by Category: Volume 2019-2024
Table 8 Forecast Sales of Childrenswear by Category: Value 2019-2024
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2019-2024

Apparel and Footwear in Italy - Industry Overview

EXECUTIVE SUMMARY

Political and economic uncertainty undermines consumer confidence and hurts sales

Tendency to postpone purchases until sales periods dampens value sales potential

Leading apparel players use omnichannel and digitalisation strategies to gain edge

Millennials lead rush for convenience, wide offer and lower prices in e-commerce

Casualwear and sustainability offer growth opportunities in a sluggish industry

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 12 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 17 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Childrenswear in Italy

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Executive Summary

New Report Guarantee

PROSPECTS

Falling birth rate and lower purchasing power hit sales of childrenswear

Parental focus on quality holds value for baby and toddler wear

Parents prefer to see clothes before buying to ensure quality and size

COMPETITIVE LANDSCAPE

Strong reputation and consumer engagement help OVS remain top-of-mind

Low prices and wider coverage boost sales for fast fashion players Primark and Zara

French players tap into demand for fashion at affordable prices to grow value shares

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in Italy - Category analysis

HEADLINES

PROSPECTS

Falling birth rate and lower purchasing power hit sales of childrenswear

Parental focus on quality holds value for baby and toddler wear

Parents prefer to see clothes before buying to ensure quality and size

COMPETITIVE LANDSCAPE

Strong reputation and consumer engagement help OVS remain top-of-mind

Low prices and wider coverage boost sales for fast fashion players Primark and Zara

French players tap into demand for fashion at affordable prices to grow value shares

CATEGORY DATA

Apparel and Footwear in Italy - Industry Overview

EXECUTIVE SUMMARY

Political and economic uncertainty undermines consumer confidence and hurts sales

Tendency to postpone purchases until sales periods dampens value sales potential

Leading apparel players use omnichannel and digitalisation strategies to gain edge

Millennials lead rush for convenience, wide offer and lower prices in e-commerce

Casualwear and sustainability offer growth opportunities in a sluggish industry

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

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