COMPETITIVE LANDSCAPE
Challenger brands gain ground due to male-specific messaging and store rollouts
In 2025, the menswear landscape in Italy remained fragmented, with a mix of global players and domestic brands competing for share. Itx Italia Srl, locally representing Zara, was the leading player with a value share of 4% and maintained momentum through tighter men’s edits and renewed space for Zara Man.
Market polarisation results in brands releasing premium offerings
Market polarisation in Italy widened in 2025, with price-sensitive shoppers trading down to value banners. For instance, Pepco planned 16 new stores nationwide and Primark mapped five additional openings, while luxury and premium brands capitalised on buoyant inbound tourism, concentrating on tourist hubs and travel nodes.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear 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.
If you're in the Menswear 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 Menswear 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 Menswear 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 Menswear in Italy?
- Where is future growth expected to be most dynamic?
Menswear in Italy - Category analysis
KEY DATA FINDINGS
Menswear experiences decline, but tourism boosts premium sales
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
Expansion of accessible premium over the forecast period
Lifestyle-performance crossover will shape menswear boundaries
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
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
Apparel and Footwear in Italy - Industry Overview
Polarised spending and sustainable shifts shape apparel and footwear
Households remain cautious despite easing economic pressures
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
Sustainability to become a competitive strategy
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Menswear
- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- 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
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- Men's Swimwear
- Men's Underwear
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
See all of our definitionsWhy 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 Menswear research and analysis database.
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