Select Country Report
Polarised spending and sustainable shifts shape apparel and footwear
Apparel and footwear in Italy posted marginal current value growth in 2025, with retail volumes slipping as households remained defensive despite easing economic pressures. The market is characterised by polarisation between ultra-value banners and premium brands, with mid-market labels being squeezed. Sustainability is becoming a competitive strategy, driven by the EU’s Ecodesign for Sustainable Products Regulation (ESPR) and forthcoming Digital Product Passport (DPP) rules, with consumers increasingly favouring ethical and eco-friendly brands. The retail environment is being shaped by tourism-led experiential retail and growing e-commerce penetration. To succeed, brands should clearly position themselves as either value leaders or premium offerings, invest in experiential retail, and prioritise sustainability.
USD 2,450
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear in Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel and Footwear in Italy?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Italy
Polarised spending and sustainable shifts shape apparel and footwear
Chart 1 Key Trends 2025
Households remain cautious despite easing economic pressures
Chart 2 Itx Italia Srl Launches Lefties in Italy to Compete in Ultra-Value Segment
Diverging category dynamics define apparel and footwear
Circular business models gain traction with the introduction of specialist platforms
Ultra-value and premium players to drive further market polarisation
Tourism and lifestyle trends will drive experiential retail
Chart 3 Falconeri Expands in Key Tourist Cities to Capture High-Spending Travel Flows
Sustainability to become a competitive strategy
Chart 4 Analyst Insight
Fragmented competitive landscape as leading brands face market polarisation
Consolidation shapes the competitive landscape
Emerging players gain momentum through distinct propositions
Apparel and footwear specialists lead distribution in 2025
Retail e-commerce continues to grow in apparel and footwear
Chart 5 Real GDP Growth and Inflation 2020-2030
Chart 6 PEST Analysis in Italy 2025
Chart 7 Key Insights on Consumers in Italy 2025
Chart 8 Consumer Landscape in Italy 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Italy
KEY DATA FINDINGS
Value resilience despite demographic challenges
Chart 9 Key Trends 2025
Demographic headwinds dampen sales growth
Baby and toddler wear registers the sharpest decline within childrenswear
OVS reduces childrenswear offering as it focuses on key adult lines
Chart 10 OVS Reduces Childrenswear Offering as it Focuses on Key Categories in 2025
Retail sales expected to show low value growth over the forecast period
Rise of value-driven retail
Chart 11 Analyst Insight
Tightening sustainability enforcement will become a major regulatory challenge
OVS SpA continues to lead the fragmented childrenswear category
Value specialists expand their footprint at the expense of incumbent players
Chart 12 Pepco Opens 16 Stores in Italy in 2025, Boosting Low-Price Childrenswear
Challengers capitalise on incumbents' restructuring
Chart 13 Dan John Brings Childrenswear In-House and Opens First Children-Only Stores in 2025
Offline retail dominates childrenswear distribution with strong promotions
E-commerce sees growth, with established brands extending online partnerships
Apparel Accessories in Italy
KEY DATA FINDINGS
Apparel accessories contracts as market polarisation intensifies
Chart 14 Key Trends 2025
Consumers prioritise essentials amid economic uncertainty
Belts remain popular due to their essential nature
Growing retail engagement in circularity and social impact
Chart 15 Intimissimi Rolls Out Nationwide Take-Back to Scale Circularity and Community Impact
Value giants and luxury houses to drive market polarisation
Sustainability will become non-negotiable for players in apparel accessories
Chart 16 Analyst Insight
Gateway cities and resort hubs to drive sales of apparel accessories
The squeeze on aspirational luxury: Shifting leadership in the Italian market
Chart 17 HalfPrice Enters Italy, Accelerating Off-Price Accessories in 2025
Apparel and footwear specialists lead the distribution of apparel accessories
Retail e-commerce drives growth with price transparency
Menswear in Italy
KEY DATA FINDINGS
Menswear experiences decline, but tourism boosts premium sales
Chart 18 Key Trends 2025
Menswear displays decline as consumers move towards value-focused offers
Essential and multi-season pieces continue to drive popularity within men’s outerwear
Travel and tourism drives brands to invest in tourism-driven retail experiences
Chart 19 Kiton Opens “Tender to Summer” Boutique in Porto Cervo With Client Tender Service
Expansion of accessible premium over the forecast period
Lifestyle-performance crossover will shape menswear boundaries
Chart 20 Analyst Insight
Dedicated menswear formats will capture independent male shoppers
Challenger brands gain ground due to male-specific messaging and store rollouts
Market polarisation results in brands releasing premium offerings
Chart 21 Teddy SpA Debuts Premium Menswear Label QB24
Apparel and footwear specialists lead menswear sales with destination retail
E-commerce serves as comparison tool rather than primary growth engine
Emerging brands turn to destination retail stores to gain share
Chart 22 Dan John Enters Travel Retail With First Airport Store at Milan Malpensa
Womenswear in Italy
KEY DATA FINDINGS
Value and versatility drive modest growth in Italian womenswear
Chart 23 Key Trends 2025
Consumers prioritise value and versatility in womenswear purchases
Women's outerwear drives overall category sales
Circular economy and fashion rentals gain traction, with risk to primary market
Chart 24 Bivio Milano Expands Resale Chain in 2025
Women's outerwear will remain largest category, with sustainability becoming necessity
Accessible luxury set to emerge as new battleground for womenswear
Chart 25 Analyst Insight
Value retailers likely to place greater pressure on mid-market players
Leading brands look to strategic expansion in fragmented landscape
Market polarisation intensifies with an increase in entry-level competition
Chart 26 Itx Italia’s Lefties Enters Italy and Fuels Ultra-Low Pricing Competition in Apparel
Retail offline dominates womenswear sales with shopping centres and outlets gaining share
Retail e-commerce grows rapidly, driven by low-price apps and marketplaces
Tourism drives Italian womenswear retail towards destination locations
Chart 27 Falconeri Expands Presence in Italy’s Key Tourist Cities in Summer 2025
Jeans in Italy
KEY DATA FINDINGS
Jeans in Italy remains resilient to navigate polarisation and tourism shifts
Chart 28 Key Trends 2025
Jeans displays modest growth amidst market polarisation
Sustainability moves from marketing to material choices in Italian denim
Chart 29 Gabriela Hearst Launches 100% Recycled Cotton Denim Line
International tourism shifts retail mix towards destination shopping
Chart 30 Guess Turns Denim into Destination Retail with First Italian “Guess Jeans Café”
Market polarisation set to deepen over the forecast period
Consolidation will accelerate as operating pressures mount
Sustainability and regulatory compliance drive product innovation
Chart 31 Analyst Insight
Premium and economy brands gain share at expense of mid-market labels
Chart 32 Levi’s Dylan Capsule Powers Denim’s Cultural Reboot
Consolidation and emerging brands reshape competitive landscape
Apparel and footwear specialists lead jeans sales with strong brand presence
Retail e-commerce grows modestly, driven by economy tier sales
Hosiery in Italy
KEY DATA FINDINGS
Sustainability and brand consolidation shape hosiery in Italy
Chart 33 Key Trends 2025
Consumers prioritise essential spending amid economic uncertainty
Non-sheer hosiery drives sales with everyday and performance use cases
Sustainability and durability shape product development and consumer choices
Chart 34 Calzedonia and Golden Lady Launch “Life Re-Tights” Recycling Project in Italy
Performance and shapewear products will restructure the hosiery landscape
Chart 35 Analyst Insight
Leading players set to standardise sustainability and traceability
Market consolidation set to intensify over the forecast period
Scaled leaders gain ground with clear value propositions
Mergers and acquisitions reshape competitive dynamics
Chart 36 OVS Completes 100% Acquisition of Goldenpoint, Accelerating Value Hosiery
Scaled chains dominate retail offline with expanded presence
Global challenger brands expand physical footprint in Italy
Chart 37 lululemon Opens First Italy Store in Milan, Boosting Performance Socks
E-commerce plays a supporting role in product discovery
Brands target shapewear demand with invisible comfort innovations
Footwear in Italy
KEY DATA FINDINGS
Sustainability and digital innovation drive market evolution amid modest decline
Chart 38 Key Trends 2025
Footwear displays marginal decline, with women’s footwear leading sales
Embracing circularity through innovation and collaboration
Chart 39 Prada Establishes Ocean Literacy Centre in Venice
Social media platforms emerge as strategic channels for luxury engagement
Chart 40 Snapchat Launches New Luxury Bitmoji Looks in Partnership with Miu Miu
Footwear set to remain stagnant, with increasing focus on sustainability
Product personalisation and customisation to become more prevalent
Chart 41 Analyst Insight
Forecast period to be characterised by market polarisation
Nike and adidas lead a fragmented footwear landscape
Apparel and footwear specialists face competition from e-commerce
Tech-savvy consumers drive innovation with customised footwear
Chart 42 Tod’s Expands Digital Product Passport (DPP) Offering to My Gommino Line
Sportswear in Italy
KEY DATA FINDINGS
Sportswear growth strengthened by focus on fitness and wellbeing
Chart 43 Key Trends 2025
Sportswear records positive growth amidst fitness and wellness boom
Diversifying product offerings to counter market polarisation
Chart 44 Rossignol Diversifies Product Offering with Launch of New Sports Footwear
Inclusivity and local engagement become a strategic pillar
Chart 45 Kappa and GO Fit Partner to Drive Inclusivity and Community Engagement
Eco-friendly practices will become increasingly important differentiators
Digital sector will transform how companies engage with consumers
Chart 46 Analyst Insight
Technological integration expected to drive future growth
Global giants lead with wide variety and strong investments
Smaller brands turn to sponsorships and collaborations to grow awareness
Chart 47 Puma Enters into New Sponsorship Agreement with U.S. Salernitana 1919
Apparel and footwear specialists leads sportswear distribution
Retail e-commerce gains traction with consumers seeking convenience
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
-
-
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
-
- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
-
-
- Men's Nightwear
-
-
- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
-
- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
-
- Men's Swimwear
- Men's Underwear
-
- Women's Nightwear
-
-
- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
-
- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
-
- Women's Swimwear
- Women's Underwear
-
-
- Nightwear
-
-
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
-
- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
-
- Swimwear
- Underwear
-
- Sheer Hosiery
- Non-Sheer Hosiery
-
-
- Children's Footwear
- Men's Footwear
- Women's Footwear
-
-
- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
-
- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
-
Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitions
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Apparel and Footwear research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!