OVS, Italy (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

OVS, Italy (Clothing and Footwear) Shoppers Profile, Market Share and Competitive Positioning

Summary

Profile of retailer’s shopper base, key performance indicators, sales and market shares

OVS offers clothing & footwear for men, women, and children, making it a favored shopping destination for many Italian consumers - with 36.5% having purchased from the retailer. OVS’ share of the Italian clothing & footwear market has been gradually declining since 2016, from 0.9% to 0.7% in 2021. The retailer should promote its sustainability credentials considering the increased consumer interest in sustainability and ethics, with it ranking first and joint first in Fashion Revolution’s 2021 and 2022 Fashion Transparency Index respectively.

Scope

• OVS's wide range of apparel attracts female customers seeking a one-stop shop for the whole family
• OVS must invest more in its online proposition if it is to grow its market share
• The retailer should promote its ESG credentials, while remaining aware of legislation surrounding greenwashing

• Gain a comprehensive knowledge on OVS' business and develop a competitive advantage
• Investigate current trends in the clothing &footwear market to identify the best opportunities to exploit
• Analysis of key players in the clothing &footwear market segment in Italy