Buy the full study
Detailed content of our market study
Inforamtion
- Number of pages : ~ 40 pages
- Format : Digital and PDF versions
- Last update :
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.
All our studies are available online in PDF format
Take a look at an example of our research on another market!
Latest news
Oniverse (formerly Calzedonia), revenues at 3.1 billion, strong push on foreign retail - 29/02/2024
- Total revenues: 3.1 billion euros.
- Revenue increase from 2022: +2% at current exchange rates.
- Share of foreign sales: 62% of total.
- Number of stores at year-end: 5,644.
- New openings during the year: 314 stores (+6%).
- Number of stores in Italy: 1,912.
- Number of stores abroad: 3,732.
- Countries with most new openings: the United States, France, Spain and Brazil.
- Total investment: 563 million euros (openings, technology, logistics, ESG).
- Future initiatives for 2024: development of Intimissimi Uomo and redevelopment of existing Calzedonia, Intimissimi and Tezenis stores.
Oniverse (formerly Calzedonia) invests in omnichannelity: Digital Hub It kicks off in Naples - 31/01/2024
- **Oniverse Goal**: Respond faster to the needs of dynamic and ever-changing markets by ensuring scalability and reliability of omnichannel platforms.
- **Launch Digital Hub IT**: Starting in March this year, dedicated to the development and management of technologies related to the Salesforce world and beyond, located in the Maritime Station in Naples.
- **Induction program for new resources**: Training path supported by experts from the Federico II University of Naples and K2 Partnering Solutions to deepen knowledge about Salesforce in the first three months.
- **Contribution of new resources**: Upon completion of the training, they will contribute to the development of Oniverse's omnichannel roadmap.
- **Organized visits**: At headquarters in Verona and other national and international specialization hubs.
- **Oniverse brands**: Calzedonia, Intimissimi, Intimissimi Uomo, Tezenis, Falconeri, Signorvino, Atelier Emé, Antonio Marras, Cantiere del Pardo, Grand Soleil Yachts, Pardo Yachts, and Van Dutch Yachts.
Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023
- H&M posted annual sales up 6% to 21 billion euros
- Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
- British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
- Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
- H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.
Textiles: H&M emerges weakened from a nightmare year - 29/01/2023
- 4.400 points of sale by 2022
- Net income down 68% by 2022
- H&M faces competition from China's Shein
- The chain had to close 185 stores in Russia
H&M: better than expected results in Q2 - 29/06/2022
Second-quarter net income up 33% to SEK 3.7 billion (approx. 345 million euros)
Second-quarter sales: up 17%, 54.5 billion kronor (7.3 billion euros)
Analyst forecasts (according to Factset): sales of approx. 52 billion kronor, profit of 3.0 billion
Group share price on June 29: up approx. 3.7% to 126.34 crowns
Total number of stores at end May: 4,702, down 272 year-on-year
Net store closures planned for 2022: 178 (previously 140)
Expansion planned in South America with two online stores in Colombia and Peru
Suspension of sales in Ukraine, Belarus and Russia: 181 stores affected
Companies quoted in this study
This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :
Choosing this study means :
Access to more than 35 hours of work
Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.
Benefit from 6 years' experience and over 1,500 industry reports already produced
Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.
Our know-how and methodology enable us to produce reports that offer unique value for money.
Access to several thousand articles and paid-for data
Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).
To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)
Guaranteed support after your purchase
A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676
A digital format designed for our users
Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.
Our offers :
the men's underwear market | Italy
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What is the positioning of companies in the value chain?
- Data from several dozen databases
5 reports pack (-15%) IT Italy
- 5 reports at €75.6 excluding VAT per study to choose from our Italian catalogue for 12 months
- Save 15% on additional studies purchased
- Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)
See the terms and conditions of the pack and the refund of unused credit.
Our customer references
They have consulted our studies
Discover the opinions (+500)
Malcolm Vincent
Astoria Finance
Gregoire de Castelnau
Stags Participations
Timothé Huignard
PWC
Paul-Alexis Kebabtchieff
BCG
Aymeric Granet
Publicis Consultant
interviews & case studies
All interviews and case studies (45)
