Sportswear in Italy

PROSPECTS

High profile collaborations offer faster growth opportunities for sportswear brands

Retail current value sales grew at a slower rate in 2019, compared with 2018, as consumers were more cautious about apparel and footwear spending due to the higher economic and political uncertainty and flat performance of the economy. However, sportswear was the best performer, especially sports-inspired footwear, which is a highly versatile category.

Less formal social and work dress codes favour move to sportswear

The athleisure trend continues to impact apparel and footwear, including sportswear, positively in Italy. Sports and streetwear have become a key part of consumers’ wardrobes.

Health kick grows potential consumer base for outdoor apparel and footwear

More and more consumers are seeking healthier lifestyles, including participation in sports and exercise. According to ISTAT, around one third of the population practises sport, with around one quarter doing so regularly.

COMPETITIVE LANDSCAPE

Nike and adidas leverage global reputations and innovative and high-profile investments

Nike Italia and adidas Italy led an otherwise fragmented competitive landscape in 2019, with a high number of companies holding single-digit and marginal retail value shares. Both players’ brands enjoy high recognition and global appeal, while investments in new product development and collaborations, prestigious sponsorship agreements and digital and personalisation strategies also bring success.

Collaborations and innovative positioning boost VF Italia’s retail value share

VF Italia continued to increase its retail value share in 2019, benefiting from the strong retail value sales growth of Vans. Vans is a highly popular brand among Generation Z consumers, who are attracted by its global name and perceived authenticity.

Manufacturers and retailers use new concepts and monobrands to resist e-commerce

E-commerce is the most dynamic channel in sportswear due to its convenience, wider offer and lower prices. However, e-commerce still held only a single-digit retail value share in 2019, with apparel and footwear specialist retailers and sports goods stores continuing to account for the bulk of sales.

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