This report provides detailed consumer insights into Italy's apparel market. It centers on consumer sentiment, categories purchased, channel usage, motivations for purchasing, purchase frequency and the most popular global brands.
Many Italian consumers expect financial hardships to continue, with 49.0% and 30.9% anticipating that the economy and personal finances, respectively, will worsen over the next six months. As a result, 57.3% intend to reduce their retail expenditure, mainly by doing more price comparisons and shifting to cheaper brands. More Italian shoppers bought instore than online last year, and those that shopped online valued the wide choice available and the easy price comparison. While sustainability and ethics are not main purchase drivers, 62.6% of Italian consumers are concerned about the fashion industry's environmental impact, 69.3% try to buy from sustainable brands and ranges, and 62.2% refrain from buying fast fashion. 35.5% of Italian apparel shoppers bought sportswear in the last year, with men’s clothing and items for training and outdoor activities being the most popular.
Many Italian consumers expect financial hardships to continue, with 49.0% and 30.9% anticipating that the economy and personal finances, respectively, will worsen over the next six months. As a result, 57.3% intend to reduce their retail expenditure, mainly by doing more price comparisons and shifting to cheaper brands. More Italian shoppers bought instore than online last year, and those that shopped online valued the wide choice available and the easy price comparison. While sustainability and ethics are not main purchase drivers, 62.6% of Italian consumers are concerned about the fashion industry's environmental impact, 69.3% try to buy from sustainable brands and ranges, and 62.2% refrain from buying fast fashion. 35.5% of Italian apparel shoppers bought sportswear in the last year, with men’s clothing and items for training and outdoor activities being the most popular.
Scope
- 30.1% of Italian consumers expect to reduce their clothing and accessories spend over the next six months, as well as 26.9% for footwear
- 74.7% of Italian consumers prefer to spend more on better quality items that will last longer
- 57.3% of Italians intend to reduce their retail expenditure, mainly by doing more price comparisons online prior to purchasing items and by switching to cheaper brand alternatives.
- 22.8% of Italian apparel shoppers bought secondhand apparel last year and more consumers plan to reduce their spend on secondhand apparel in the next 12 months than to increase it.
Reasons to Buy
- Identify how rising inflation is influencing how and where Italian consumers shop
- Learn about where the demand lies within the Italian apparel market, to allow you to maximise customer acquisition
- Understand consumer sentiment in the Italian apparel market and what this means for apparel brands’ next steps
Table of Contents
- Executive Summary
- Consumer Sentiment
- Who Shops & What They Purchase
- Where People Shop
- How & Why People Shop
- Sustainability & Resale
- Sportswear
- Contact the Publisher
- Channels used to purchase apparel in the last 12 months by demographics
- What inspires consumers’ apparel purchases by demographic
- Over the next six months, how do you expect the economy to change?
- Over the next six months, how do you expect your own personal finances to change?
- When it comes to spending on retail goods and services, how will your household be behaving over the next six months compared to normal?
- How are you coping with rising prices in general?
- What consumers plan to spend more or less on over the next six months
- Consumers that plan to spend more or less in the next six months by demographic
- Consumers who purchased total apparel (clothing, footwear and accessories) in the last 12 months
- Consumers who purchased clothing in the last 12 months
- Consumers who purchased footwear in the last 12 months
- Consumers who purchased accessories in the last 12 months
- Categories purchased by clothing shoppers
- Categories purchased by footwear shoppers
- Styles purchased by apparel shoppers
- Channels used to purchase apparel in the last 12 months
- Where People Shop - Online & social media attitudes
- Global brands that consumers purchased apparel from in the last 12 months
- How frequently consumers purchase apparel
- Factors that influence apparel purchases
- What inspires consumers’ apparel purchases
- How & Why People Shop - Fashion Preferences & Attitudes
- How & Why People Shop - Fashion Preferences & Attitudes
- Sustainability & Resale - Sustainability & Ethical Concerns
- Sustainable efforts apparel shoppers have made in the last 12 months
- How apparel shoppers expect their spend on secondhand will change in the next 12 months
- Where shoppers purchased secondhand apparel from in the last 12 months
- Secondhand apparel purchase drivers
- Consumers who purchased sportswear in the last 12 months
- Categories purchased by sportswear shoppers in the last 12 months
- Sports activities consumers purchased sportswear for in the last 12 months
- How sportswear shoppers expect their sportswear spend to change in the next 12 months
- Sportswear - Attitudes & Preferences
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Nike
- Adidas
- Puma
- Zara
- H&M
- Levi's
- Shein
- Lacoste
- Tommy Hilfiger
- New Balance
- Calvin Klein
- Ralph Lauren
- Skechers
- The North Face
