In 2016, there has been a downfall in volume and in current value of menswear in Italy. There was increase in challenge for both vendors and manufacturers, as there was continuous change in behavior of people and also due to innovation and development in technology which had led to fast paced lifestyle and changed expectations with regards to demand and supply of menswear and also the possibilities of purchasing in specific categories.
Like women in Italy, men usually don’t wait for several days or weeks to get the items by ordering them online. Mostly, Italian men don’t like to shop around. They shop or purchase the product when they need or want them. There has been an overall decline in sales of menswear in 2016 as growth potential of menswear continued to be hampered. There have been logistical challenges for vendors and manufacturers as men in Italy preferred same day delivery and store collection options.
According to the report, “Menswear in Italy”, with over 100 well known players, menswear in Italy has been highly fragmented. In 2016, with significant value share OVS spA led the category, which was followed by Inditex and Calzedonia. The next position was held by H&M. Vertical integration strategies are being developed by each company in Italy and they all offer a wide range of items for men in their company-owned retail store off all ages.
Gutteridge, Massimo Dutti, desii, Otisopes, Quintessence, Trench, Carte Didentite, Zara are the most popular menswear store where Italian men of all ages their style hunting. These are the best stores to showoff own personal style. Italians are considered the best dressed people in world.
During forecast period, it is estimated that the Italian men will focus more on their appearance and will spend more money on their apparel and footwear. Also, they will be influenced by celebrity culture and will pay more attention to fashion icons, style and extensive media coverage on fashion.
Clothing and style are likely shaping the apparel purchasing habits of Italy’s young men for the future as social acknowledgement and acceptance is based on it. However it is also expected in future that Italian men will become more conscious on their spending with the main focus on shopping and will tend to barging as the general uncertainty surrounding the immediate future of the Italy. The global and Italian economy is foreseen to incur rising cost of living which will dampen the effect on spending patterns during the future years.
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