This Clothing & Footwear in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Why buy this report
Executive Summary
Italians like branded and good quality clothes
Traditionally Italians like to dress well and spend money on clothing and footwear. Style, fashion and quality are important components of the purchasing decision, especially in the northern part of the country. This partly derives from the long-standing Italian tradition when it comes to producing fashionable products, like clothes and footwear.
Fashion targeted at both women and men
Most Italians follow fashion, particularly in Milan and in the other big cities of the north and centre of Italy. Milan and Rome are the two most important centres for Italian and international fashion, with designers organising world famous fashion shows. Milan hosts a fashion week every year, at which famous designers present their new clothes collections at fashion shows. Both Italian females and males have a strong sense of fashion. Over the past 5-10 years, males became more interested in fashion and new trends.
Sluggish economy made Italians consider value-for-money clothes
As the economic climate in Italy is sluggish, a growing number of consumers are being forced to consider the value-for-money option. Sales periods accounted for an increasing share of volume sales of clothing and footwear in retail stores, while the cheapest clothes can be found in hypermarkets/supermarkets and public markets.
Cheap Asian imports are increasingly in demand...
The domestic market suffered from the increase in demand for cheaper imported products, particularly those sourced from China and the Far East. The footwear sector was particularly hard hit. As a consequence, Italian manufacturers are now pursuing a global strategy focused on price and service, in order to strengthen the quality image of the “made in Italy” trademark.
...and Italian production is heading East
There was a major shift in production of both clothing and footwear away from Italy to low-cost production locations, primarily in the Far East or Eastern Europe. To compensate for this shift in production, leading Italian manufacturers began to emphasise expertise in product design in order to add value to the finished product.
Independents under pressure from multiples and mass retail
Italian consumers mainly prefer to buy clothing and footwear in independent shops. Usually shops are closer to consumers and offer personal contact, good service and unique pieces of clothing and footwear. However, the position of these independent retailers was weakened by increasing pressure from multiples and hypermarkets/ supermarkets, which are better able to face the new challenges of cheap mass imports than independent outlets.
TABLE OF CONTENTS CLOTHING AND FOOTWEAR IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Italians like branded and good quality clothes
Fashion targeted at both women and men
Sluggish economy made Italians consider value-for-money clothes
Cheap Asian imports are increasingly in demand...
...and Italian production is heading East
Independents under pressure from multiples and mass retail
KEY TRENDS AND DEVELOPMENTS
Climate change an important factor for clothing and footwear
Falling birth rates impact sales of childrenswear
Ageing population
Grocery retailers gaining importance in clothing and footwear sales
Italians love branded clothing
Retail sales suffer from lower disposable incomes
Increasing Asian competition affects the Italian market
MARKET DATA
DEFINITIONS
Clothing
Footwear
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
BENETTON GROUP SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Benetton Group SpA: Key Facts
Summary 3 Benetton Group SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Benetton Group SpA: Competitive Position 2006
CALZEDONIA SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Calzedonia SpA: Key Facts
Summary 6 Calzedonia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Calzedonia SpA: Competitive Position 2006
GEOX SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Geox SpA: Key Facts
Summary 9 Geox SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Geox SpA: Competitive Position 2006
VALENTINO SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Valentino SpA: Key Facts
Summary 12 Valentino SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
VALLEVERDE SPA - CLOTHING AND FOOTWEAR - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Valleverde SpA: Key Facts
Summary 14 Valleverde SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Valleverde SpA: Competitive Position 2006
CLOTHING IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
FOOTWEAR IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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