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Clothing Retailing - Italy - October 2016

Published By :

Mintel

Published Date : Nov 2016

Category :

Apparel

No. of Pages : N/A

The focus of this report is clothing specialists, because these are the dominant players in the sector. In this report we provide total consumer spending data for clothing, which includes expenditure through all channels. And we include Mintel's Channels of Distribution estimates for Italy, which indicate how this spending is distributed by retail sector.

Our exclusive consumer research spanned Italy, where we asked consumers about their attitudes to clothing size and fit, their interest in sizing and fitting services and their reasons for returning items bought online.

Table of contents

OVERVIEW
What you need to know
Areas covered in this report

EXECUTIVE SUMMARY
The market
Spending and inflation
Figure 1: Italy: Consumer prices * of clothing and footwear, annual % change, January 2015-August 2016
Channels of distribution
Figure 2: Italy: Estimated distribution of consumer spending on clothing and footwear, 2015
Sector size and forecast
Figure 3: Italy: Sales by clothing and footwear specialists as % all spending on clothing and footwear, 2012-16
Leading players
Key metrics
Market leaders
Figure 4: Italy: Leading clothing specialists, sales as % of all spending on clothing and footwear, 2013-15
Online
The consumer
Where they shop
Figure 5: Italy: The consumer: Where people shopped for clothing in the past 12 months, by broad category, July 2016
H&M and OVS are the most used retailers
Figure 6: Italy: Where people shop for clothing in the past 12 months, by retailer, July 2016
Young people drive clothes purchasing
Figure 7: Italy: Attitudes to shopping for clothing, July 2016
The omnichannel experience is increasingly important
Figure 8: Italy: Attitudes to shopping for clothing, by gender, July 2016
Behaviours when shopping for clothing
What we think

ISSUES AND INSIGHTS
The drive to modernise Italian retailing is coming from outside
The facts
The implications
The opportunity in online
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Economy edging forward
Clothing demand weak
Inflation falling
Clothing dominant
Clothing specialists strong
Modest growth

SPENDING AND INFLATION
Economic recovery showing worrying signs of weakness of late
Increased spend on clothing
Figure 9: Italy: Consumer spending on clothing and footwear (incl. VAT), 2012-16
Inflation
Figure 10: Italy: Consumer prices * of clothing and footwear, annual % change, 2011-15
Figure 11: Italy: Consumer prices * of clothing and footwear, annual % change, January 2015-August 2016
Market segmentation
Figure 12: Italy: Clothing market, estimated segmentation, 2015
Channels of distribution
Figure 13: Italy: Estimated distribution of consumer spending on clothing and footwear, 2015

SECTOR SIZE AND FORECAST
2015 total retail sales growth up, but expected to slow in 2016
Sales through specialists accelerated in 2015
Figure 14: Italy: Clothing, footwear and textiles specialists’ sales (excl. VAT), 2012-16
Figure 15: Italy: Forecast clothing, footwear and textiles retailers’ sales (excl. VAT), 2016-21

LEADING PLAYERS – WHAT YOU NEED TO KNOW
Market leaders
Fragmented market
Online underdeveloped

LEADING PLAYERS
Market leaders doing well
Some established players struggling
Figure 16: Italy: Leading clothing specialists, sales, 2013-15
Figure 17: Italy: Leading clothing retailers, outlet numbers, 2013-15
Figure 18: Italy: Leading clothing retailers, sales per outlet, 2013-15

MARKET SHARES
Figure 19: Italy: Leading clothing retailers, sales as % of all spending on clothing and footwear, 2013-15
ONLINE
Shopping for clothing online
Figure 20: Italy: Proportion of all individuals saying they have purchased goods online in the last year, 2010-15
Leading retailers

THE CONSUMER – WHAT YOU NEED TO KNOW
Specialists dominate the Italian clothing sector
H&M and OVS are the most used retailers
Young people drive clothes purchasing
Online clothes shopping is underdeveloped
Consumers reluctant is shop online for clothes
Trying on clothing ahead of purchase is important
The omnichannel experience is increasingly important

WHERE THEY SHOP
Three-quarters of consumers shop at non-specialists
Figure 21: Italy: Where people shopped for clothing in the last 12 months, by broad category, July 2016
H&M and OVS are the leading retailers
Figure 22: Italy: Where people shopped for clothing in the past 12 months, by retailer, July 2016
Women more likely to shop at specialist retailers
Figure 23: Italy: Where people shopped for clothing in the past 12 months, by gender, July 2016
Young people drive clothing purchasing
Figure 24: Italy: Where people shopped for clothing in the past 12 months, by age, July 2016

ATTITUDES TO SHOPPING FOR CLOTHING
Delivery costs impact the number of people shopping online
Figure 25: Italy: Attitudes to shopping for clothing, July 2016
More women struggle to find clothes that are the right size
Figure 26: Italy: Attitudes to shopping for clothing, by gender, July 2016
Over 55s most inspired by in-store displays
Figure 27: Italy: Attitudes to shopping for clothing, by age, July 2016
Supermarket shoppers least likely to find store staff helpful
Figure 28: Italy: Attitudes to shopping for clothing, by retailers used, July 2016

BEHAVIOURS WHEN SHOPPING FOR CLOTHING
More than half research a retailer online before buying clothes
Figure 29: Italy: Agreement with various shopping behaviours, July 2016
Smartphone usage instore driven by 16-24s
Figure 30: Italy: Agreement with various shopping behaviours, by age, July 2016
Guess shoppers most likely to use smartphones instore
Figure 31: Italy: Agreement with various shopping behaviours, by retailers used, July 2016
OVS customers least likely to research fashion trends using social media
Figure 32: Italy: Agreement with various shopping behaviours, by retailers used, July 2016

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Data sources
C&A
What we think
The times they are a changing
Weak performance in core market Germany
Keeping up, just….
Western Europe weak, expanding in the East
Company background
Company performance
Figure 33: C&A (Europe): Group sales performance, excl. sales tax, 2011/12-2015/16
Figure 34: C&A (Europe): Outlet data, 2011/12-2015/16
Figure 35: C&A (Europe): Outlet data by country, October 2016
Retail offering

GRUPO INDITEX
What we think
Inditex outperforms the market
Integrating the digital and physical experience
Zara adopts a more sustainable approach to fast fashion
Company background
Company performance
Figure 36: Grupo Inditex: Group financial performance, 2011/12-2015/16
Figure 37: Grupo Inditex: Share of sales, by retail brand, 2015/16
Figure 38: Grupo Inditex: Sales and operating profit, by major retail brand, 2011/12-2015/16
Figure 39: Grupo Inditex: Outlet data, by region, at January 2016
Figure 40: Grupo Inditex: Store numbers, by retail brand, at January 2016
Figure 41: Grupo Inditex: Outlet data, 2011/12-2015/16
Retail offering

H&M HENNES & MAURITZ
What we think
Designer collaborations boost sales and strengthen fashion credentials
Rapid store growth
E-commerce expansion
A one-stop shop for fashion and beauty
Sustainable fashion initiatives
Company background
Company performance
Figure 42: H&M Hennes & Mauritz: Group financial performance, 2010/11-2014/15
Figure 43: H&M Hennes & Mauritz: Outlet data, 2010/11-2014/15
Retail offering

OVS
What we think
New OVS store format ‘recording excellent sales’
Big name collaborations
Planned international expansion through Charles Vögele takeover
Zalando partnership widens online availability
Company background
Company performance
Figure 44: OVS SpA: Group financial performance, 2011/12-2015/16
Figure 45: OVS SpA: Outlet data, 2011/12-2014/15
Retail offering

ZALANDO
What we think
Complementing the high street leaders
Brand focus
Company background
Company performance
Figure 46: Zalando: Group financial performance, 2011-15
Retail offering

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