The Apparel Market in Italy to 2028

The Apparel Market in Italy to 2028

Summary

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.

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.

• 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.