Executive Summary

Mar 2019
PROSPECTS
Jeans benefits from casualisation trend

Jeans remain a staple item in the wardrobes of Italians, thanks to their comfort and versatility. Along with the athleisure trend, dress codes have become more casual.

Growing polarisation

Jeans is expected to continue to be impacted by a growing polarisation in demand, with super premium and economy jeans set to show the best value performance. Price-sensitive consumers are trading down to economy jeans, gaining share over standard jeans, thanks to the positive performance of brands such as OVS and Piazza Italia due to their fast fashion focus.

Sustainability matters more

Sustainability has become an increasingly important value in apparel and also in jeans in Italy. Italians are more aware and sensitive about the environmental and social impact of apparel brands, especially after the recent scandals concerning the working conditions in apparel factories in developing countries, such as the Rana Plaza tragedy.

COMPETITIVE LANDSCAPE
Levi’s remains the leader

Levi's remained the most recognised jeans brand in Italy and continued to lead the category in 2018. It was also the best-performing brand in the category of premium jeans, which is suffering due to increased competition from super premium jeans with consumers upgrading.

Private label not taking off

Italians place more trust in branded jeans than in private label. Although economy jeans was the second-best-performing category in jeans in 2018, private label only held a marginal value share and continued to record a downward result.

Delta Galil expands further in Italy

Delta Galil Industries with its dynamic super premium brand 7 for All Mankind, expanded further in Italian apparel in 2018 by acquiring Eminence SAS and its subsidiaries, including Liabel SpA, an Italian company in women’s underwear and nightwear. Delta Galil acquired 7 For All Mankind from second-ranked VF Corp (present with Wrangler and Lee) in 2016.

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Jeans in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Jeans 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 Jeans industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Jeans 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 Jeans 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.

Jeans in Italy - Category analysis

HEADLINES

PROSPECTS

Jeans benefits from casualisation trend
Growing polarisation
Sustainability matters more

COMPETITIVE LANDSCAPE

Levi’s remains the leader
Private label not taking off
Delta Galil expands further in Italy

CATEGORY DATA

Table 1 Sales of Jeans by Category: Volume 2013-2018
Table 2 Sales of Jeans by Category: Value 2013-2018
Table 3 Sales of Jeans by Category: % Volume Growth 2013-2018
Table 4 Sales of Jeans by Category: % Value Growth 2013-2018
Table 5 Sales of Men’s Jeans by Category: Volume 2013-2018
Table 6 Sales of Men’s Jeans by Category: Value 2013-2018
Table 7 Sales of Men’s Jeans by Category: % Volume Growth 2013-2018
Table 8 Sales of Men’s Jeans by Category: % Value Growth 2013-2018
Table 9 Sales of Women’s Jeans by Category: Volume 2013-2018
Table 10 Sales of Women’s Jeans by Category: Value 2013-2018
Table 11 Sales of Women’s Jeans by Category: % Volume Growth 2013-2018
Table 12 Sales of Women’s Jeans by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Jeans: % Value 2014-2018
Table 14 LBN Brand Shares of Jeans: % Value 2015-2018
Table 15 Forecast Sales of Jeans by Category: Volume 2018-2023
Table 16 Forecast Sales of Jeans by Category: Value 2018-2023
Table 17 Forecast Sales of Jeans by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Jeans by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Men’s Jeans by Category: Volume 2018-2023
Table 20 Forecast Sales of Men’s Jeans by Category: Value 2018-2023
Table 21 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Men’s Jeans by Category: % Value Growth 2018-2023
Table 23 Forecast Sales of Women’s Jeans by Category: Volume 2018-2023
Table 24 Forecast Sales of Women’s Jeans by Category: Value 2018-2023
Table 25 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Women’s Jeans by Category: % Value Growth 2018-2023

Apparel and Footwear in Italy - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear continues its downward trend
Athleisure impacts all categories and drives growth
Fast fashion brands expand further
Internet retailing records dynamic growth
Rising consumer confidence to benefit forecast performance

MARKET DATA

Table 27 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 28 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 29 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 30 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 32 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 33 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 34 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 35 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 36 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 37 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources