Menswear saw heavy declines in retail volume and current value sales in 2020, largely due to the outbreak of the Coronavirus (COVID-19) pandemic. However, a sluggish economy had also depressed demand and value spending in menswear in the pre-pandemic period.
All menswear categories recorded strong decreases in retail volume and current value sales over 2020. As in womenswear, formal categories, such as men’s suits and shirts, and higher-end options, such as men’s premium and super premium jeans, suffered very heavy losses.
Sales of “other” men’s outerwear were also dragged down by the restrictions imposed to halt community transmission of the virus. For example, the demand for black tie clothing suffered from the ban and later restrictions on weddings and ceremonies.
Menswear is projected to see an important rebound in retail volume and value (at constant 2020 prices) sales in 2021; however, the category is predicted to fall slightly short of a return to pre-COVID-19 sales levels by 2025. Men are expected to remain more reluctant shoppers for apparel than women, with many households also continuing to prioritise spending on children.
Italian men are demanding casualwear and comfortable clothing, which they have been increasingly used to wearing in informal and formal settings, especially as more workplaces have relaxed their dress codes. This trend, which was already observed in the review period, is expected to be consolidated over the forecast period.
The channel shift to e-commerce, especially during the spring 2020 lockdown, as non-essential retail stores were closed, is expected to continue to develop in menswear over the forecast period. Italian men are turning to e-commerce for menswear in larger numbers.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Menswear research and analysis database.
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