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Women's Outerwear in Italy

New C&M research analysis: Italy Women's Outerwear market

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2014-03-20 11:47:03 - Women's Outerwear in Italy - a new market research report on

Miss Sixty ranked first amongst brands in 2011 with 3% value share. Miss Sixty is owned by Sixty Group SpA with headquarters located in Italy. Sixty Group proposes less formal collections, focusing mostly on casual wear for girls. Moreover, Miss Sixty is known for its variety, originality, innovation and its careful attention to details. Even though two Italian companies led womens outerwear, the category remained highly fragmented with 54% share of value sales was generated by other brands, as well as private label which held 5% value share.

Retail chains such as H&M and Zara bet definitely on the female public in 2011. H&M offered bright colours for spring and summer 2011 that were very successful. Moreover, loose-flowing dresses and perfect-fit



shorts were some of the style directions it showcased in 2011. Zara with the Woman collection for example, also established its presence in formal wear. Zara recalls a 1980s style with overcoats with squared shoulders, black dresses, navy jackets, the animal prints as well as dark colours such as black and dark blues. Given the difficult situation of Italian apparel, these brands managed to increase their sales because of the low price of their products.

Apparel in general was unable to recover the losses of declined consumption in current value terms of the last three years of the review period and the main cause was the complete stagnation of the Italian internal economy. Even discounts were not effective in solving the problems of womens outerwear. Therefore, the female public increasingly became concerned about price-quality ratio and gave less attention to the brand and the fashion design of the product.

Only womens leggings increased by 8% in current value terms in 2011. Leggings became fashionable items around 2000 and then became the flagship of casual wear but also of comfort and feeling. During 2010, the segment conceived the mixed concept of jeggings, printed in denim fabric but with the same comfort and characteristics of leggings and at a lower price than jeans.

Womens outerwear is expected to decline by a constant value CAGR of 3% over the forecast period, which is in line with the review period CAGR. Even if operators will try to give more attention to and focus on this category rather than on mens, companies are increasing their sales mainly due to the high amount of exports and many of them will move in this direction. More efforts have to be spent in order to renovate womens outerwear and strong decisions have to be taken to avoid a complete decline in consumption. The European economic crisis will not help the resurgence of Italian purchases of womens outerwear.

The negative trend will likely be stronger than the review period. In fact, between 2006 and 2011 the whole sector sales decreased by-2.7% CAGR. However, Italian womens clothing sales reached very negative peaks in 2009 with-2%, in 2010 with-3%, and in 2011 with-2%. According to retailer surveys, the most affected price category will be the products just below luxury positioning: the premium quality products. The problem lies in the fashion offers that do not excite female consumers anymore. They are tired of the standard products which have culminated from globalisation. Naturally, there are also evident economic difficulties as the first cause of this decline.

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Mike King
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