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Inforamtion

Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 10/08/2021

Summary and extracts

1 Market Summary

1.1 Definition and presentation

The underwear market is a sub-segment of the broader apparel market, and is divided into women's underwear and men's underwear. Men's underwear groups several product categories, including:

- Underwear

- Boxers

- Briefs

In Italy, underwear, like the rest of the clothing sector, is highly segmented, identifying three distinctly different categories: luxury, middle-end, and low-cost. Each of the categories covers a specific market niche and caters to a specific target audience. The influence of social and advertising companions proves to be extremely significant just as much in men's underwear, in addition to the proliferation of distribution channels with the advent of e-commerce, which is progressively taking a larger share of the market.

A dynamic segment, major women's lingerie brands are extending their offerings to men, and new brands dedicated to men's lingerie, often with niche positioning (e.g., "Made in Italy"), are entering this market.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Rules and regulations

6 Positioning of actors

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