Childrenswear in Italy - New Market Study Published

From: Fast Market Research, Inc.
Published: Tue Oct 07 2014

The decline recorded in volume and current value sales of childrenswear in 2013 was less dramatic than the declines recorded in numerous other apparel categories as high numbers of Italian consumers drastically reduced their childrenswear purchases. Childrenswear in Italy was previously a category in which healthy growth rates were considered standard. However, this all changed in 2009 as the category began to display the first signs of negative growth as the economic recession began to take hold in Italy. It is a commonly held opinion that Italian parents tend to sacrifice their own needs in favour of their children. For this reason, consumer goods categories specifically related to babies and children tend to have better performances than categories selling similar products for adults. After several years of economic recession, the majority of Italian families have become much more conscious about the special offers which are available in childrenswear, looking for garments which offer high quality at cheaper prices.

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Competitive Landscape

Childrenswear in Italy remains a highly fragmented category with many brands present, both domestic and international names among them. Artsana SpA remained the leading brand in the category in 2013 with a 12% value share. Its Chicco brand is the most famous and most popular of its many brands and even has its own mono-brand retail outlets. The brand appeals more to the parents of infants aged up to 36 months.

Industry Prospects

It is expected that childrenswear will face two years of negative growth rates at the start of the forecast period, before beginning to record positive growth again from 2015 onwards. Value sales are expected to be more negatively affected than volume sales as a result of the increasing competition coming from low-cost brands and despite incremental increases in the final retail selling price.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Italy market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

About Fast Market Research

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You may also be interested in these related reports:

- Childrenswear in Japan
- Childrenswear in Australia
- Childrenswear in the United Arab Emirates
- Childrenswear in Indonesia
- Childrenswear in Greece

Company: Fast Market Research, Inc.
Contact Name: Bill Thompson
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