Italy’s womenswear accounts for more sales in apparels compared to menswear. Media is playing an important role in the overall lifestyle trend of the Italy population. Consumers are concern about their appearance and taking more control over their personal style, with editorials, blogs, online retailers, and social media that is driving the increasing fashion-consciousness among the younger generation of Italy.
According to the report, “Womenswear in Italy”, Italy’s womenswear include nightwear, outerwear, swimwear, overcoats, suits, ensembles, jackets, blazers, dresses, skirts, trousers, shorts, shirts, blouses, panties, briefs, nightdresses, pyjamas, bathrobes, slips, petticoats, brassieres, corsets, braces and girdles and others. OVS is the leading brand in Italy’s womenswear that has wide variety of collection of apparels and is constantly adapting to reflect the latest fashion and style trends. The increase in average spending power of women, falling unemployment and rising consumer confidence in Italy’s womenswear market is expected to grow in the coming years.
Fashion is woman’s best friend and premium accessories in Italy are the bestsellers among high-end female customers. The distribution groups, outlet stores and e-commerce are cannibalizing the retailers who are forced to reposition or find an alternative. The emerging markets in Italy focus on apparels typical made-in-Italy and top-quality accessories. It was observed that the population in Italy has been slowly decreasing from the year 2014 but the market for womenswear has been increasing rapidly.
Italy’s hesitant consumers, stores offering massive discounts and booming internet retailing have resulted in growth of the womenswear market. This new trend is like a light at the end of the tunnel for the market. Growing fashion and social media drive retail sales with innovation in terms of production, distribution and operational capabilities that is fuelling the growth in the womenswear category.
Apparel industry in Italy is dominated by mid-priced brands that offer value for money. Consumers are more interested in luxury goods and search for premium apparel brands at low prices. Michael Kors, Stella McCartney and Diesel are the leading premium apparel brands in Italy.
Digital marketing is gaining importance in terms of facilitating communication between consumers. This trend has encouraged companies to increasing sales and improving brand loyalty. Majority of Italian consumers are turning to internet retailing due to convenience, relatively low prices and vast amounts of information available online related to the apparels. Apparel market in Italy is set to continue growing at a slow pace over the forecast period as spikes in demand due to the ‘athleisure’ trend (recycled clothing) and the emerging fast fashion. Italian lingerie brands have stunning styles that are versatile. La perla is the fifth largest textile group in Italy with luxury intimate apparels comprise 50% of the total lingerie's manufactured in Italy. Argentovivo is another competitor in Italy that offers a collection of unique fabric that appears original and decorative. Lace and fabric from Cristina Iaia brand is considered as the most feminine apparels in Italy. Well-known Italian designers include Gianfranco Ferr, Giorgio Armani, Guia la Bruna, La Perla, Flora, Cosabella, Intimissimi, Tezenis, and Yamamay offer designer intimate wears such as lingerie's and swim wears.
It is observed that seamless and one-piece intimate apparels will occupy one-third of the womenswear market in Italy. The major factor affecting the Italian lingerie market is the focus towards using natural fibers, and fine gauge knitting. The fashion sways back and forth accommodating latest fashion and old fashion apparels. For consumers involved in the water-based activity swimwear and beachwear is a part of clothing designed to be worn. Water-based activity or water sports include swimming, water polo, driving surfing, water skiing or during activities in sun as sun bathing. Italian womenswear has a wide variety of modern and stylish swimsuit available in the market.
The year 2016 has witnessed a downtrend in the sales in the Italy’s womenswear. Majority of the designers are emphasising more on their womenswear collections to boost the growth in this sector. With the growing concern for fashion among the population the market is sure to start growing at a slow pace in the coming years.
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