The following research report contains market research, analysis, statistics and business intelligence relating to research on The Italian Market For Swimwear & Intimate Apparel.

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ABSTRACT
The Italian market for swimwear and of intimate apparel is extremely sophisticated, and consumers are quality and name conscious. The end user is oriented to purchase products which are made of both natural and technical fibers and which are in line with the latest fashion trends.

The market is estimated at approximately 3 billion dollars, with imports taking a remarkable portion of the market. Local manufacture is mostly located in northern Italy, and production is centered in the hands of few, large conglomerates. Small and medium sized companies are either purchased by the leading brands or survive mostly because they have a niche product.

The intimate apparel market has had a rather stable, constant and moderate evolution in the recent past, and has been growing at an average 1 percent, while the swimwear market has shown a much more dynamic growth trend. The average per capita expenditure in the intimate apparel sector has been of 73 euros in 1999. The fashion trends in this sector indicate that seamless and one-piece intimate apparel will soon take one third of the market, driven by lightweight products that provide a natural look and do not show under clothing. The color pattern is mostly towards traditional and pastel colors. Recently the market for thongs has grown, increasing sales by 25%, along with the new push-up bras utilizing new technologies such as air, water and oil padding.

The swimwear sector has seen a comeback of bikinis, preferably in solid colors, but in all shapes. The demand for one-piece swimwear has dropped considerably among Italian consumers of all ages and shapes.

The distribution system of both intimate apparel and swimwear is extremely fragmented. There are numerous small individually owned specialized shops in Italy that sell only intimate and swimwear items.

Department store chains cover approximately 25-30% of all sales in the sector and are slowly gaining acceptance. Franchising has also experienced a considerable success and several brands are steadily expanding their stores, primarily in areas of over 50,000 inhabitants. E-commerce is very new in this sector, but an optimistic 40% of potential consumers have indicated that they would favor this new way of purchasing.

U.S. products are generally manufactured and distributed in Italy under a license from the parent companies. Brands such as Playtex, Calvin Klein, DKNY, and Jantzen are well established in Italy. The best market potential for new U.S. made products is confined to the technical products segment, offered at competitive prices, or to products which have well-known name recognition. U.S. products with the least potential are those identified as dressy or high-fashion content. This sector is already amply covered by domestic and European production.
No licenses are required for imports of U.S. made products. Custom duties vary according to the type of product, but average 18%. Italian importers of U.S. made products apply a mark up of approx. 40% on the CIF price of the item. Retailers increase the price by another 100%, and in addition a 20% VAT tax is applied. In essence, an item that is offered ex-factory in the U.S. at $20 will retail in Italy at $100.

DISCLAIMER
Information in this report relies on sources including Government Publications, Opinions of industry experts and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. All prices subject to change without notice.

$3500 USD
For the 2008 Edition

Published: 2006 August
Market: Mens Womens Childrens
Region: Italy
Industry: Apparel
Pages: 45
Delivery: 7-12 Business Days
SKU: infre0000370