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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Sportswear is a category of apparel that initially covers clothing dedicated to individual or group sports practice and designed with features that enhance athletes' performance and provide comfort and technicality.
Increased awareness of a healthy lifestyle and the growing popularity of major sporting events are driving the growth of the market. However, over the past two decades, the use of these garments has increased and is no longer exclusively dedicated to sports activities.
The global sportswear market is very dynamic, with an estimated compound annual growth rate of 10.4% between 2019 and 2025. Although the U.S. dominates the sportswear market, notably due to the presence of key manufacturers such as Nike and Adidas, Asia-Pacific is expected to register the highest CAGR (11%) between 2019 and 2025, due to improved living standards, low manufacturing costs, and rising income levels in this region.
The Italian sportswear market revenue decreased by 16% in 2020. However, forecasts indicate a CAGR of 4% through 2025. Nike and Adidas dominate the market. These two brands are also ubiquitous in the world of Italian soccer, a key element for brand image.
The Covid 19 pandemic has strongly affected the sportswear market in Italy. Italian consumers preferred to remain cautious and prioritize products considered essential. On the other hand, the sportswear segment withstood the crisis better than the fashion industry, with a smaller decline in sales than the overall sector's performance. In addition, the e-commerce channel has grown during the crisis, and confinements and the rise of smart working have led to a growing interest in sportswear.
1.2 Global Market Analysis
The global sportswear market was valued at USD ***.** billion in ****, and it is expected to reach an amount of USD ***.** billion in ****, growing at a CAGR of **.*%. The graph below shows the increasing trend that the global market for sportswear is forecasted to witness during the period from **** to ****.
Sportswear Market ...
1.3 The Italian Market
The Italian market for sportswear was valued at **.* million Euros in ****. The graph below shows the incredible upsurging trend witnessed by the market: in the period from **** to ****, the production value of the Italian sportswear market increased by almost ***%.
Sportswear Market - Production Value Italy, ****-****, in Million Euro. Source: ****
Thereafter, ...
1.4 Import and Export Analysis
In order to analyse the volumes of importation and exportation for the market under analysis, it is necessary to refer to HS Code **** - Track Suits, Swimwear, and Other Garments. The graph below shows a comparison between importation and exportations, as well as the trend experienced by the coverage rate, calculated ...
1.5 Covid-19 Impact
The effects of Covid-** on the sportswear market in Italy played an impact even on the most important players of the sector. Due to the first lockdown, the estimated year-end losses of Italian sports industry companies (***). Naturally, companies working in the sector made large investments to find a solution to the ...
2 Analysis of the demand
2.1 Demand Overview
Considering the demand of sportswear in Italy, it is worth analysing the quantity of goods produced and sold in the country. The following graph shows the trend that such a demand has witnessed in the last * years.
Sportswear Market - Production Value Italy, ****-****, in Million Units. Source: ****
From the graph ...
2.2 Demand Drivers
Dealing with the demand drivers related to the sportswear market, it is of first importance to consider how many people do sports in their free time. According to a research paper released by Istat in ****, there are an estimated ** million people aged three and older who play one or more sports, ...
2.3 New Trends in Demand
Consumers are the main driver of business growth and the demand for sustainable and ethically manufactured products is growing among the younger generations.
Regarding Generation Z and Millennials - to say, people born from ****s to **** - **% of them are sensitive to sustainable issues, including packaging, environmental issues and sustainable lifestyles. ...
3 Market structure
3.1 Structure and Dynamics of the Market
In order to understand the structure as well as the most relevant dynamics of the Italian sportswear market, it is necessary to rely on the data related to ATECO **.**.* - Manufacture of Sportswear. In particular, analyzing the trend in the number of entities specialized in the sector operating in the Italian ...
3.2 Value Chain
[***]
The value chain reported above shows how the distribution of sportswear products in the Italian market. In particular, it allows identifying the importance of e-commerce and online channels, which were mainly developed at the explosion of the pandemic - as explained in section *.*.
3.3 Main Players
The following graph shows the proportion of the market owned by each of the main companies operating in the Italian sector of sportswear according to their market share.
Sportswear Market - Main Players Italy, ****, in %. Source: ****
From the pie chart above, we can see how the most important brands in the ...
4 Analysis of the offer
4.1 Typology of the Offer
Dealing with the Italian sportswear market, it is possible to list the following categories of products that are supplied within it:
Pants; Tracksuits; Jackets; T-shirts; Fleece Lining; Sweatshirt; Windbreaks and Softshells; Coats; Raincoats; Polo shirts; Shirts; Vests; Jerseys.
4.2 Pricing
In order to assess the consumer price index for the sportswear market, it is necessary to consider the broader category associated with ECOICOP **** - Garments, which also encompasses all the products traded in the market of our interest. The graph below shows the evolution in the trend of the consumer price ...
4.3 New Trends in the Offer
According to a research paper released by PWC, as tools like digital sizing, consumer collaboration platforms and augmented reality are introduced and begin to converge, companies and brands should:
Offer a unique and distinct experience to those who are less digitally inclined; Forge new strategic partnerships across the industry; Formulate a ...
5 Regulation
5.1 Regulatory Framework
Dealing with sportswear and the regulation applicable to the subject, it is necessary to introduce and understand the law regulating the labelling process for textile products. The labelling and presentation of textile products is regulated by EU Regulation no. ****/****. In particular, the term "textile products" refers to all products which, in ...
6 Positioning of the actors
6.1 Segmentation
- Nike
- Adidas
- Under Armour
- Decathlon Groupe
- Reebok
- Lacoste Groupe
- Arena
- Asics
- Basicnet Group Kappa
- Champion
- Diadora
- Fila
- Palm Angels (New Guards Group)
List of charts presented in this market study
- Sportswear Market - Main Players
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Latest news
Decathlon: all the 2023 performance figures - 05/04/2024
- - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
- - Decathlon presence: 78 countries.
- - Number of products sold worldwide last year: 1.19 billion.
- - Share of digital sales: 17.4%
- - Sales in France: 4.752 billion euros, up +1.24% on 2022.
- - Total number of stores worldwide: 1,749, including 319 in France.
- - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
- - Company sales: 15.4 billion euros
- - Number of stores: Over 1700
- - Presence in 69 countries
- - Number of brands developed by employees : Over 70
- - Number of disciplines covered by brands: Around one hundred
- - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
- The network has 1,751 stores worldwide.
- Décathlon has just sold the walls of 90 of its stores for 600 million euros.
- The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
- The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.
Adidas still going strong despite the Kanye West scandal. - 20/11/2023
- Adidas had a colossal stock of Yeezy sneakers, estimated at over a billion euros.
- Yeezy sneaker sales accounted for 7% of Adidas sales.
- Adidas organized two massive destocking operations, generating 400 million euros in the first online sale and almost the same amount in the second.
- Resale prices for Yeezy sneakers vary between 100 and 300 euros.
Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
- Number of Decathlon employees in Israel: 500
- Number of Decathlon stores in Israel: 10
- Most popular sector: Camping
Decathlon changes strategy - 22/07/2023
- Decathlon intends to reduce the number of its brands from 49 to around 15 over the next year.
- The company aims to reduce the in-store offer by 20% by streamlining its brands.
- The company has 1,751 stores worldwide, including 325 in France.
- In 2022, Decathlon generated sales of 15.4 billion euros, including 4.7 billion euros in France.
- Decathlon's online sales accounted for 16.8% of total sales in 2022, rising to 20.8% in 2021.
- Over the past two years, Decathlon has begun to reduce the sales area of some of its stores from 500 to 1,500 m2.
- Its rival Intersport, with 800 stores and sales of 3.3 billion euros, is aiming for sales of 5 billion euros by 2025.
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the sportswear market | Italy
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