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Learn moreFeb 2020
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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.
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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Sportswear 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 Sportswear industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sportswear in Italy market research report includes:
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This industry report originates from Passport, our Apparel and Footwear market research database
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.