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Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 05/10/2023

Summary and extracts

1 Market Summary

1.1 Definition and presentation

The swimwear market can be considered a sub-segment of the broader clothing market and can be divided into two main categories:

"technical" swimwear, used by swimmers or sportsmen;
"Leisure" swimwear, used for beach or pool wear

In Italy, the swimwear market has been performing exceptionally well recently, driven by a supply that is constantly innovating and researching. Undoubtedly, the market is characterized by seasonal demand and a greater push coming from female consumers, who precisely are responsible in part for the transformation of the swimsuit into a true fashion item.

Historically dominated by a few national brands, to date the market image is highly fragmented, driven by growing demand in the low-end and high-end segments, at the expense of the middle-end. Consequently, fast fashion giants are succeeding in gaining market share even in the swimwear segment, while on the other hand, luxury brands continue to perform well by attracting a different type of clientele.

The Italian industry is therefore facing a series of challenges coming both from the progressive incidence of the online channel and from the stringent competition of an increasing number of players, in a market that becomes highly driven by materials, designs and fashion trends.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Rules and regulations

6 Positioning of actors

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Latest news

La Perla: a luxury investor interested in acquisition - 25/03/2024

The receipt of an expression of interest from an investor engaged in the acquisition and management of unique European assets in the luxury and lifestyle sector.
The commissioners involved are Gianluca Giorgi, Francesco Paolo Bello and Francesca Pace.
The parties of interest specified in the report are La Perla Manufacturing, La Perla Global Management Uk and La Perla Italia.
The procedure is informed of the existence of interlocutions and evaluations by parties interested in the acquisition of the entities mentioned above.

Commissioners, there are prospects of recovery for La Perla - 22/03/2024

**Status of Insolvency:** La Perla Manufacturing, part of a Bologna-based luxury lingerie group, is in a state of insolvency.
**Recovery Prospects:** Despite the current financial condition, judicial commissioners believe that there are appreciable prospects for recovery through admission to receivership.
**Restart of Production Activity:** It is reasonable to assume a resumption of production activity, albeit at a reduced pace and volume of orders compared to the past.
**Maintenance of Employment Levels:** A crucial objective is to ensure the maintenance of employment levels through business continuity.
**Preservation of Intangible Assets:** Stresses the importance of preserving the wealth of knowledge and experience accumulated over the years.
**Company Structure Reconfiguration:** Admission to the extraordinary administration procedure could facilitate the recovery of company assets, reinternalization and enhancement of company resources.

Green brand Seay chooses crowdfunding to boost distribution - 05/03/2024

**Foundation and Philosophy**: Seay aims to be an environmentally sustainable clothing and beachwear brand, focusing on a business philosophy that prioritizes the planet and people. The brand is BCorp certified and emphasizes the importance of traceability and environmental impact measured annually.
**Sustainable Practices**:
- Use of recycled fabrics.
- Short-run production chain.
- Carbon neutral distribution.
- Organic and compostable packaging.
**Patented Model Re3**: Initiative aimed at garment recycling that provides for the reuse, resale or regeneration of used garments. The system also allows customers to have traceability of garments via QR code.
**Collaboration and Marketing**: Seay collaborates with sportsmen and women related to water sports, rather than using traditional testimonials and influencers, to spread its values and environmental awareness.
**Distribution**:
- Present in more than 180 wholesale stores in Italy and abroad, mainly in Europe.
- Has an e-commerce site as well as a presence in some marketplaces.
- Investment in two pop-up stores in Milan and Treviso.
- Participation, for the second consecutive year, in the Annex segment of Rinascente Duomo in Milan for two weeks in June.
**Equity Crowdfunding**: Launch of an equity crowdfunding campaign on Feb. 29 on Mamacrowd with a maximum fundraising goal of €700,000 to help expand distribution and open new channels, including a store in Marsala (Trapani) and a pop-up in Rinascente Annex in Milan.
**Future Initiatives**: Planning territorial activities for the summer to increase contacts with loyal customers and attract new customers, with the first dates at XMasters in Senigallia and Wind Fest in Campione.

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.

After years of denial, Primark opens the door to e-commerce. - 23/06/2022

Primark: king of fast fashion.
Strategy: order huge quantities of discounted products, which are then resold on the other side of the world.
Well-known for its huge stores - 6,500m2 in London, 8,300m2 in Créteil Soleil.
The company reduces every expense to a minimum, including minimal advertising and rent.
The company is highly profitable, with sales of £8 billion in 2019, in 14 countries.
Click & collect makes it possible to sell at a reasonable price without the cost of delivery.

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. :

Pompea

ABF group - Primark

CSP International

Seay

Calzedonia Oniverse

Tezuk Srl

La Perla

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