The Apparel Market in Italy to 2028 report offers comprehensive insight and analysis of the Italian apparel market, the major players, the key trends, and consumer attitudes.
Italy's apparel market grew by just 1.0%, reaching EUR 62.7 billion in 2023, primarily driven by higher prices, with volumes declining by 2.0%, as high inflation forced consumers to tighten their budgets, prioritizing essential goods over apparel. Despite consumers returning to instore shopping post-pandemic, online growth has still outperformed offline, driven by the extensive product range and diverse brand offerings. Adidas is forecast to achieve the largest share gain in 2024 of 0.3ppts, as demand for its Originals trainers has soared, at the expense of Nike who has lost 0.2ppts share due to a lag in innovation.
Italy's apparel market grew by just 1.0%, reaching EUR 62.7 billion in 2023, primarily driven by higher prices, with volumes declining by 2.0%, as high inflation forced consumers to tighten their budgets, prioritizing essential goods over apparel. Despite consumers returning to instore shopping post-pandemic, online growth has still outperformed offline, driven by the extensive product range and diverse brand offerings. Adidas is forecast to achieve the largest share gain in 2024 of 0.3ppts, as demand for its Originals trainers has soared, at the expense of Nike who has lost 0.2ppts share due to a lag in innovation.
Key Highlights
- Italy’s outlook to 2028 is more positive than the last five years but remains muted due to changing consumer habits.
- Online penetration will continue rising but growth will slow as the channel becomes more established.
- Adidas is forecast to have won the most share in Italy in 2024 as demand has soared for its Originals ranges at the expense of Nike.
Reasons to Buy
- Understand where the demand lies within the Italian Apparel market across various price positionings, categories, and brands, to allow you to maximise customer acquisition.
- Learn how continued inflationary challenges will impact the Italian apparel market, and which players are most at threat from changing consumer habits.
- Identify the key approaches brands are taking to stand out in the Italian apparel market, and how you can adapt these to fit your own business.
Table of Contents
- Executive Summary
- Italy Apparel Market Drivers
- Italy Apparel Market Inhibitors
- Economic Background
- ITALY APPAREL MARKET TO 2028
- Italy Apparel Market 2018, 2023 & 2028
- Italy Apparel Market 2018-2028
- ITALY APPAREL MARKET: CATEGORY PERFORMANCE TO 2028
- Italy Apparel Market by Category, 2018, 2023 & 2028
- Italy Clothing Market by Subcategory & Product Segment 2018-2028
- Italy Footwear Market by Subcategory & Product Segment 2018-2028
- Italy Accessories Market by Product Segment 2018-2028
- Italy Apparel Market by Price Positioning, 2018, 2023 & 2028
- Italy Sportswear Market 2018-2028
- ITALY APPAREL MARKET: CHANNEL PERFORMANCE TO 2028
- Italy Online Apparel Market 2018-2028
- Italy Online vs Offline Channel Growth 2018-2028
- Italy Apparel Market by Channel, 2023 & 2028
- ITALY CONSUMERS INSIGHTS
- Style Preferences
- Attitudes towards online shopping and social media
- Purchase Frequencies
- Purchase Drivers
- Purchase Inspirations
- Fashion Preferences & Attitudes
- Sustainability & Ethical Concerns
- COMPETITVE LANDSCAPE: BRANDS
- Top 10 Italy Apparel Brands by Market Share 2022-2024
- Top 10: Winners & Losers 2024 Outlook
- Brand in Focus
- Intimissimi
- Benetton
- Dolce & Gabbana
- METHODOLOGY
- Contact the Publisher
- Clothing: Winning and Losing Product Segments, 2023-2028 CAGR (%)
- Footwear: Winning and Losing Product Segments, 2023-2028 CAGR (%)
- Accessories: Winning and Losing Product Segments, 2023-2028 CAGR (%)
- Real GDP (EUR bn) and annual growth (%)
- Nominal GDP (EUR bn) and annual growth (%)
- Real GDP per capita (EUR) and annual growth (%)
- Consumer price inflation (%)
- Population (m) and annual growth (%)
- Population by age group (%)
- Population by rural-urban split (%)
- Employed people (m) and unemployment rate (%)
- Italy Apparel Market Value, 2018, 2023 & 2028 (EUR bn) with five-year CAGR (%)
- Italy Apparel Market Value (EUR bn) and Volumes (m units) 2018-2028, with Annual Growth (%)
- Category Shares within Italy’s Apparel Market (%) 2018, 2023 & 2028
- Clothing: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 forecast CAGR (%)
- Footwear: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 forecast CAGR (%)
- Accessories: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 forecast CAGR (%)
- Italy Apparel Market by Price Positioning, 2018, 2023 & 2028
- Italy Sportswear Market (EUR bn) with Annual Growth (%), 2018-2028
- Italy Online Apparel Market (EUR bn) 2018-2028 and Online Penetration (%)
- Online, Offline & Total Apparel Annual Growth in Italy (%), 2018-2028
- Italy Apparel Market by Channel Share (%) 2023 & 2028
- Styles purchased by apparel shoppers in Italy in 2023
- Agreement with statements regarding online shopping and social media
- How frequently Italian consumers purchase apparel
- What is important to Italian shoppers when purchasing apparel
- What inspires Italian consumers’ apparel purchases
- Agreement with statements regarding fashion preferences and attitudes
- Agreement with statements regarding sustainability & ethical concerns
- Top 10 Italy Apparel Brands by Market Share (%), 2022-2024(f) with 2023-2024 Change in Share
- Intimissimi’s Apparel Market Share (%) in Italy 2018-2024(f)
- Benetton’s Apparel Market Share (%) in Italy 2018-2024(f)
- Dolce & Gabbana’s Apparel Market Share (%) in Italy 2018-2024(f)
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Nike
- Zara
- Adidas
- Shein
- OVS
- H&M
- Tezenis
- Piazza Italia
- Gucci
- Intimissimi
- Benetton
- Dolce & Gabbana
- Temu
