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Underwear, Nightwear and Swimwear in Italy

New C&M research analysis: Italy Underwear market

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2014-01-09 17:47:04 - Underwear, Nightwear and Swimwear in Italy - a new market research report on

The undisputed leader in the market for underwear, nightwear and swimwear in Italy during 2011 was Calzedonia SpA with 9% value share in 2011. It has held the lead of both womens and mens segments in the last 10 years due to umbrella brands that target all male demographics, from children to professional adults, with Calzedonia more for professional men, Intimissimi for teenagers and children with Tezenis intended for men in their twenties to fifties. The Tezenis chain was launched in 2003 and proposed a more sportive, plain colours style across the different life stages.

There were also very good results for retail chains. Calzedonia in particular increased its turnover obtaining very good results in foreign countries and interesting results locally



achieved through a winning combination of quality and competitive prices and research in the design of the new collections.

There was a very good performance by mens nightwear with 2% current value growth. This result was mainly due to the presence of healthy international and minor local operators, such a Calzedonia SpA, Gruppo La Perla, and Benetton Group that improved their collection through a better analysis of the consumers needs. Womens swimwear, in particular beachwear, showed a marginal resurgence growing by 1% given the poor performance of 2010 which declined by1% in current value terms. Consumers started to buy from the summer seasons full price products; this shows that this segment is showing the first signs of resurgence.

Mens underwear followed closely behind mens nightwear with 2% growth in current value sales. Womens underwear also showed positive results in 2011 growing by 1% in current value terms and 2% in volume terms. The progressive shift in the consumption of underwear of lowered prices, a trend that continued for several seasons, allowed the growth in volume terms even if unit prices are increasing.

In constant value terms, underwear, nightwear and swimwear is predicted to display a constant value CAGR of-1%, a little better than the review period. Even though underwear, nightwear and swimwear will be helped by a gradual value increase mainly aided by mens underwear and mens nightwear and womens swimwear.

Mens swimwear was the weakest segment in 2011 at 3% in constant value sales and it is likely that, despite the incremental appeal of beachwear amongst male consumers, this segment is going to perform poorly during the next few years. In fact, it is predicted to record a constant value CAGR of-1% over the forecast period. The disappointing results of the review period were mainly due to the lowered consumption power of consumers. Only highly specialised players were successful in attracting consumers and will likely manage to maintain the stability of this segment over the forecast period.

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Mike King
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