New Market Research Report: Menswear in Italy

During 2015, sales of menswear in Italy were characterised by two main trends, leading to a significant level of polarisation in the category. On the one hand, the "buy less but buy better" trend was evident, with men increasingly preferring to spend their money on durable and robust clothing. Even though the iconic image of the Italian man is based on a stylish and fashionable appearance, the purchase of apparel remains a utilitarian activity for the majority and most Italian men still favour practicality over appearance, seeing apparel shopping as a chore rather than an enjoyable activity. Within the context of the challenging economic situation which prevails in Italy, volume sales of menswear contracted by 1% in 2015 as many male consumers simply continued to wear their existing clothing whenever possible, with many demonstrating a preference for less frequent purchases of higher quality items.

Competitive Landscape

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In the highly fragmented category of menswear, minor brands categorised under others accounted for 44% of total value sales in the category in 2015. Nevertheless, the top three players in 2015 were OVS SpA with the OVS brand, Inditex with the Zara brand and Sixty Group with the Energie and Murphy & Nye brands. Combined, these three players accounted for 9% of value sales in menswear in 2015.

Industry Prospects

Over the forecast period, Italian men are expected to adopt increasingly open-minded attitudes towards personal appearance and, thus towards the purchase of apparel.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Menswear 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 Menswear industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Menswear in Italy market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Menswear in Italy?
* What are the major brands in Italy?
* How dynamic is the growth of clothing and footwear internet sales?
* What is the performance of women’s clothing vs men’s clothing?

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