Luxury goods in 2025: The big picture
Value sales of luxury goods in Italy experienced a moderate uptrend in 2025, driven by a combination of socioeconomic resilience and evolving consumer preferences. Despite ongoing economic uncertainties and inflationary pressures impacting general consumer spending, high-net-worth individuals and affluent tourists continued to fuel demand for luxury goods. The reputation for quality craftsmanship and the appeal of “Made in Italy” offerings played a significant role in sustaining this demand. The ongoing strength of domestic tourism and a revival in inbound travel contributed positively, reinforcing Italy’s position as a key luxury destination within Europe.
2025 key trends
In 2025, the performance of luxury goods in Italy was significantly influenced by the continued emphasis on sustainability, personalisation, and advancements in artificial intelligence (AI). Sustainability also remained a central theme, with major luxury brands intensifying their commitments to eco-friendly materials and circular production models. The integration of digital product passports and transparency in the supply chain became more widespread, allowing consumers to make environmentally-conscious purchasing decisions. Simultaneously, AI technologies facilitated the delivery of more personalised luxury experiences and bespoke products, enhancing customer engagement and tailoring offerings to individual preferences. This convergence of sustainability and AI-driven personalisation reshaped consumer expectations and practices across Italy’s luxury goods industry.
Competitive landscape
In 2024, Italy’s luxury goods competitive landscape remained firmly under the influence of established leaders in premium and luxury cars, including BMW, Mercedes-Benz and Audi, due to the high value of these luxury goods. Meanwhile, Gucci, Rolex and Armani maintained strong positions in personal luxury. Gucci, part of Kering SA, retained its leadership of the category, supported by its iconic ready-to-wear collections and leather goods. These products resonate well with consumers who value a blend of heritage and contemporary fashion. Rolex continued to benefit from its rich history in exceptional craftsmanship and as a symbol of prestige, while Armani, with a “Made in Italy” legacy, leads designer apparel and footwear (ready-to-wear) and is synonymous with elegance and sophistication.
Retail developments
Retail offline, driven by specialists, continued to dominate the distribution of luxury goods in Italy during the year, particularly in personal luxury, which includes luxury jewellery, luxury timepieces, and luxury leather goods. These specialist stores appeal to affluent consumers' preference for tactile engagement and personalised consultations. These experiences, such as detailed explanations of craftsmanship and product attributes, remain crucial in influencing high-value purchasing decisions.
What next for luxury goods?
The outlook for luxury goods in Italy remains optimistic, with value sales predicted to record a 5% current value CAGR (2025 constant value CAGR of 3%) to reach a total value of EUR47 billion by 2030. This anticipated growth will be largely driven by the rising number of HNWIs and UHNWIs in the country. The expanding wealthy consumer base will continue to fuel demand for premium products across major luxury categories, particularly personal luxury and premium and luxury cars, which have traditionally been strong performers in the Italian market.
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Overview:
Understand the latest market trends and future growth opportunities for the Luxury Goods 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:
- Experiential Luxury
- Luxury Hotels
- Fine Wines/Champagne
- Premium and Luxury Cars
- Personal Luxury
- Designer Apparel and Footwear
- Luxury Eyewear
- Luxury Jewellery
- Luxury Leather Goods
- Luxury Portable Consumer Electronics
- Luxury Timepieces
- Luxury Writing Instruments and Stationery
- Super Premium Beauty and Personal Care
If you're in the Luxury Goods 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 Luxury Goods 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 Luxury Goods in Italy?
- Which are the leading brands in Luxury Goods in Italy?
- How are products distributed in Luxury Goods in Italy?
- How important is tourism in evaluating demand for Luxury Goods in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 and global recession impacted demand for luxury goods? What are the opportunities amidst the adversity?
- Where is future growth expected to be most dynamic?
Luxury Goods in Italy
Luxury goods in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for luxury goods?
COUNTRY REPORT DISCLAIMER
Experiential Luxury in Italy
KEY DATA FINDINGS
Rising demand for bespoke luxury experiences drives category growth
Luxury consumers seek exclusivity and immersive experiences
Artisanal and tailored luxury experiences add to overall value for consumers
Rise in inbound arrivals and strong domestic tourism to support positive outlook
Rising demand for experiential luxury to encourage new hotel openings
Luxury operators to further adopt sustainable practices for responsible tourism
Fine Wines/Champagne and Spirits in Italy
KEY DATA FINDINGS
Growing demand for premium and low alcohol beverages helps drive growth
Brands look to drive growth through innovation
Affluent consumers increasingly demand premium and authentic luxury
Future growth to be driven by heritage and wellness trends
Luxury brands to focus on sustainable innovation and experiential engagement
Premiumisation to drive retail growth for at-home consumption
Premium and Luxury Cars in Italy
KEY DATA FINDINGS
Premium and luxury cars driven by sustainability and bespoke services
Brands continue to invest in AI to offer convenience and support consumer choices
Luxury car brands pivot towards electrification and advanced features
Rising demand for eco-friendly luxury vehicles to drive future growth
Luxury car brands to further invest in sustainable electric vehicle technology
Luxury car manufacturers to prioritise technological innovations
Personal Luxury in Italy
KEY DATA FINDINGS
Designer apparel and footwear (ready-to-wear)
Luxury eyewear
Luxury jewellery
Luxury leather goods
Luxury wearables electronics
Luxury timepieces
Luxury writing instruments and stationery
Super premium beauty and personal care
Sustainability to drive growth in personal luxury through eco-friendly practices
Luxury brands to focus on greater transparency through digital tracking
Luxury retailers must adapt to changing consumer preferences and technology
COUNTRY REPORT DISCLAIMER
The following categories and subcategories are included:
Luxury Goods
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- Luxury Foodservice
- Luxury Hotels
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- Fine Champagne
- Other Fine Wine
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- Luxury Brandy and Cognac
- Luxury Whiskies
- Other Luxury Spirits
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- Premium and Luxury Cars
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- Men's Designer Apparel
- Women's Designer Apparel
- Designer Childrenswear
- Designer Clothing Accessories and Hosiery
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- Children's Designer Footwear
- Men's Designer Footwear
- Women's Designer Footwear
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- Luxury Spectacle Frames
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- Men's Luxury Sun Glasses
- Women's Luxury Sun Glasses
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- Luxury Costume Jewellery
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- Men's Luxury Fine Jewellery
- Women's Luxury Fine Jewellery
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- Men's Luxury Bags and Small Leather Goods
- Women's Luxury Bags and Small Leather Goods
- Luxury Travel Goods
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- Luxury Wearables Electronics
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- Men's Luxury Timepieces
- Women's Luxury Timepieces
- Luxury Writing Instruments and Stationery
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- Super Premium Colour Cosmetics
- Super Premium Fragrances
- Super Premium Skin Care
- Other Super Premium Beauty and Personal Care
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Luxury Goods
This is an aggregation of: Personal Luxury, Fine Wines/Champagne and Spirits, Luxury Cars and Experiential Luxury.
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This report originates from Passport, our Luxury Goods research and analysis database.
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