The swimsuit market - Italy (2023)

1.2 The world market

The swimwear market is swimming at a fast pace reaching a turnover of $**.** billion in ****. The growth has been driven by a gradual consumer appetite for water sports and an increase in the choice of the sea as a vacation spot. The industry took it from $**.** billion in **** to $**.* billion in ****, with a compound annual growth rate (***) of *.* percent. Radical growth is expected in less than * years, touching $**.* billion in sales.

The global swimwear market World, ****-****, US$ billion ilbollettino.eu The European swimwear market Europe plays a crucial role in the import of swimwear, but despite this, the value of European Union (***). Women's and girls ' swimwear imports account for **.* percent of this market, while men's and boys' swimwear items account for the remaining **.* percent of the market.[***] Analyzing non-EU imports by market share of exporting countries in the men's swimwear market, we see that China stands out as a major player in the market, with sales of $**.* billion (***).

Non-EU imports by market share of exporting countries World, ****, US$ billion UNComtrade HS Commodity Codes: ******, men's swimwear, of synthetic fibers, knitted

Regarding the women's swimwear market, some of the players present in the men's market are reconfirmed; specifically, China's supremacy is ...

1.3 The local market

In the European context, Italy ranks as the second largest player, after France, in swimwear sales, with an annual turnover of *** million euros. This is according to Marco Borioli, the president of Maredimoda (***), who believes that the Italian market is mainly composed of chain stores, while independent stores have a share of less than ** percent. The major purchase of swimwear in Italy is mainly related to leisure reasons, prevailing over sports activities.[***]

To find out data on the trend of the swimwear market, data on Ateco**** codes **.**.**.* (***) can be consulted. Specifically, we look at the value over the past five years of production sold in euros, in quantity, and production realized.[***]

Men's swimwear

Women's swimwear

Market value

In order to calculate the value of the total market, it is possible to use the information on production sold in thousands, which represents the total value of sales. For this, the useful equation for knowing the total market value is as follows:

Total Market Value = Production Sold in Thousands of €.

The formula used to calculate market value is: production * average price + imports - exports.

1.4 Foreign trade

Exports, imports and coverage rate are key concepts in the context of international trade, and their analysis is useful in defining the size of the study market even outside national borders; in this specific case, we study both data belonging to the female and male swimsuit typology, since, being profoundly different products and being intended for a different slice of consumers (***), they present profoundly heterogeneous values among them.

In the case of the market for swimwear designed for women, there is attested (***).[***]

Exports, Imports and Women's Swimwear Coverage Rate Italy, ****-****, US$ million UNComtrade

Regarding the men's swimwear market, it is first of all interesting to note that the values are significantly lower than in the women's market; this provides important insight into the market, which is largely favored by female consumers. Getting to the heart of the analysis, in this case the value of imports and exports remains stable, arriving in **** at a higher value of exports than imports. On the other hand, **** saw the highest import rate in recent years, leading to a **.* percent gap with the value of exports.[***]

Exports, Imports and Men's Swimwear Coverage Rate Italy, ****-****, US$ million UNComtrade

According to data reported by UNComtrade, the ...

2.1 Average expenditure

Swimwear, used mainly by those who engage in aquatic activities, protects the wearer from chlorinated water from swimming pools and seawater, which contains salts that can promote skin rashes. The growth rate of the world's population and product innovation, meets new clothing needs for water sports and pool or beach vacations. Changing trends in fashion and increasing consumer disposable income are expected to lead to a growth in demand in the industry. Also influencing the market will be the increase in the beauty and spa sectors, which have led to an increase in demand for special swimwear from women.[***]

Going to analyze the average monthly expenditure of Italian households belonging to CodeAteco **.** (***), we see a dominant decrease in the search for items compared to ****. Starting from €*.** in ****, spending has decreased to €*.** in ****; this represents a **.*% reduction.[***]

Monthly household expenditure Italy, ****-****, in € Istat

2.2 Interest in the product over time

The graph shown represents the proportion of keyword searches (***). With respect to the values, a range from * to *** is proposed, within which *** predicts that the keyword was used very frequently; consequently, the closer the numerical values are to *, the more insufficient the data for this word. As can be seen from the data taken into analysis, this type of market is strongly influenced by the arrival of the summer season: the highest peak of searches occurs in mid-June ****. Demand, therefore, increases due to warm weather, summer vacations, outdoor activities, summer fashion trends, water sports practitioners, and seasonal offers designed to entice customers to purchase this type of product.[***] Evolution of interest in the search query "swimwear" Italy, April - September **** Google Trends

2.3 Research interest by subregion

Using the same method of researching and interpreting the information provided by Google Trends set forth above, it is possible to obtain a detailed overview of the distribution of the degree of search interest by subregion. This approach makes it possible to analyze how search trends vary by geography, highlighting regional differences in online user behavior. With such data, it is possible to gain valuable insights into the preferences and interests of different geographic communities, thus providing useful insights for further study market research.

Apulia: ***; Sardinia: ***; Calabria: **; Campania: **; Sicily: **; Marche: **; Liguria: **; Tuscany: **; Veneto: **; Emilia-Romagna: **; Molise: **; Lombardy: **; Latium: **; Abruzzo: **; Basilicata: **; Piedmont: **; Umbria: **; Friuli-Venezia Giulia: **; Valle d'Aosta: **; Trentino-Alto Adige: **;

The Italian regions of Apulia and Sardinia emerge as the places where online searches for the keyword "swimwear" peak during the spring-summer season. This phenomenon is strongly influenced by the geographical nature of these two regions, both of which are characterized by a vast coastline facing the Mediterranean Sea, presenting the ideal environment for beach activities. However, there is a clear difference in regions such as Valle d'Aosta and Trentino-Alto Adige, where searches for the keyword "swimwear" are significantly lower. These mountainous regions attract tourists mainly for winter activities, such as skiing and hiking ...

2.4 Italians' favorite types of costumes

The world of fashion is constantly changing, and this also applies to the choice of swimwear. Every year, brands and designers introduce new collections, going on to influence consumer choices in terms of style, color, and design. The dynamic is a reflection of cultural changes, international fashion influences, and individual consumer needs. Thus, exploring swimwear choice trends becomes an opportunity to understand how fashion manifests itself in our daily lives. For this, interesting trends are proposed for both the women's and men's markets, providing a comprehensive picture of buyers' most popular questions and available options.[***]

Women's trends

crochetcostumes:crochet remains among the favorite garments of ****. Crocheted costumes are made using a crochet needle and thread or yarn to create clothing, accessories or decorative items. This handcrafted technique features small loops of thread woven together to form intricate patterns, textures and designs. thestring bikini: the microbikini is an extremely reduced and minimalist type of swimsuit that covers only a small part of the body and is designed to show off as much skin as possible. It can be adjusted as desired, to achieve a more or less slimming effect. one-piece swimsuits: a one-piece swimsuit is a type of swimsuit that covers the ...

3.1 Market structure

In terms of the number of businesses active in the swimwear market (***) saw a recovery, resulting in **** active firms in the sector, almost reaching **** levels.

Firms active in the swimwear sector Italy, ****-****, thousands of enterprises Istat

The most common legal form among companies in the swimwear sector is sole proprietorship (***), a structure that tends to focus on pursuing various types of social goals in addition to economic ones; in this sector, it tends to be the most common mission related to the promotion of sustainable products.

Legal form active companies Italy, ****, % Istat

3.2 Value Chain

The main materials for the production of swimwear

Lycra

This type of fabric is the most widely used and appreciated, due to its elastic and flexible component, which makes it a more durable than average type of swimsuit. Lycra is breathable and allows light to pass through while still filtering sunlight. The colors are bright and the graphics intact, despite washing.

Nylon

Nylon is used in conjunction with other types of fibers; it is a lightweight, durable and filtering fabric: it prevents alterations due to sunlight and possible contact with chemicals.

Elastan

A synthetic fiber obtained from processing polyurethane, elastane boasts of excellent elasticity, allowing it to stretch up to eight times its length, without breaking or creasing, and then immediately returning to its original shape.

Neoprene

Primarily used for the production of swimsuits for water sports athletes, it is a flexible, breathable, stretchy fabric with a well-sturdy structure.

Lurex

Lurex is a yarn with a metallic appearance, endowed with brilliance and originality.

Poplin

This fabric is made specifically for making vintage costumes; compared to the fabrics analyzed so far, this one remains soft and cool when in contact with the skin, allowing for an elegant appearance.

[***]

3.3 Distribution channels

The multi-brand and independent stores

The boutique/concept store: offers a high-end product; located in the central streets of cities or old town centers, products that are most likely to become the seasonal best-seller are placed in boutique windows. The traditional package store: offers lower-end classic products while maintaining a medium-high positioning. The mixed store: caters to a more heterogeneous audience in terms of products (***).

Chain stores

The advantages of the organized chain system over independent stores are mainly three:

Improved data flow: Chains manage sales and inventory data more efficiently through centralized computer systems. This enables faster response to market demands, reducing the risk of discrepancies between the collection and customer preferences. It also allows standard offerings to be supplemented with seasonal or continuous collections. Logistics optimization: Improved information gathering and management leads to more efficient logistics, improving both production and distribution. Reducing unsold items and product depreciation is one of the most obvious benefits of IT management of logistics. Consistency inpoint-of-sale communication: Even in cases of integration through franchising, franchisees follow the sign's communication strategy more consistently. Layout, décor, information materials, window displays, and promotions are often governed by the franchise agreement, ensuring uniform communication and consumer relations ...

4.1 The different products on offer

Materials, cuts, colors, fabrics and trends are the essential parameters and criteria for making a swimsuit. We can distinguish the following products:

The one-piece swimsuit: more or less notched, swimmer's back, crossed straps or adapted to the silhouette for swimming; for the past few years it has become a trendy piece to wear even at the beach in a bustier version or with more pattern. The bikini: triangle, balconette, bandeau or underwired, it is declined as a bra for women with pantyhose, thong, Brazilian or short in the same way. The trikini: A real trend and more suitable for the beach, this one-piece swimsuit is tied by a strip of fabric on the belly. The tankini: This mesh consists of two pieces, the top of which is a tank top with slimming power and more coverage. The wetsuit: stopping at the knee or going to the ankles, this jersey is quite popular among swimmers, but has been banned from competitions since ****. This jersey has more elasticity, flexibility and strength. The jammer: long compression shorts, similar to cycling or running shorts. Swimshorts, swim briefs or swim boxers: these models are the three main products on the market for men. Swim shorts, which ...

4.2 Different product ranges

The swimwear market is notoriously fragmented, characterized by a multiplicity of players. Different categories of players can be distinguished: from industry giants such as Zara, which sells a wide range of products in addition to leisure costumes, to specialists, including Calzedonia, with an exclusive focus on the production and sale of swimwear. In addition, there are brands that operate in different market segments, such as La Perla, which also offers swimwear in its product range, and emerging brands that are relatively new to the market and dedicated exclusively to swimwear.

However, the latter still account for a relatively low share of sales in the overall market. In Italy, the main player in the sector is unquestionably Calzedonia. In ****, the brand recorded sales of * billion euros, +**.* percent at current exchange rates and +**.* percent at constant exchange rates, compared to *.* billion in ****. Calzedonia's strength also extends beyond national borders, with ** percent of its turnover coming from sales abroad. In addition to Calzedonia, other major players in the Italian swimwear market include Arena, represented by Arena Spa, and Nike, a globally known brand belonging to Nike Inc. This landscape reflects the variety of choices available to consumers in the swimwear market and the importance ...

4.3 A sustainable offering

Environmental awareness has led to the multiplication of suppliers offering designs made from recycled plastic fabrics.

Econyl, Yulex and Seaqual

Most brands offering durable swimwear use Econyl, produced by the Trentino-based company Aquafil. It is a nylon recycled from waste recovered from landfills or garbage collected from the sea, and has the same characteristics as virgin, recyclable nylon. Nylon * is washed, spun, processed and then sent to various factories that process, color and sew it into swimwear.[***]

Others use plant-based materials such as Yulex, a natural alternative to neoprene[***]. This is a material made from natural rubber harvested from rubber trees. Still others use Seaqual, an Econyl-like textile fiber produced in Gerona, Spain.

A multitude of suppliers

These are mainly small manufacturers who wish to limit the environmental impact of their business. Here are some of these Italian brands:

Mermazing (***) Chimborazo (***) Amorissimo Piccoli principi (***) Adalù (***) Lido SloActive (***) It'sthe V. (***)

Many foreign brands also offer products made from recycled materials:

Emroce (***) Reform (***) OceanChild (***) Under the Same Sun (***) Suro (***) Batoko (***) Ohoy Swim (***) Fair Harbor (***) Amara Tulum (***)

The world of recycled swimwear is also attracting fashion giants, including Adidas, which established a partnership with the Parley for Oceans organization and unveiled a first collection ...

5.1 Regulation

Labeling Standards

Based on directives from the Ministry of Economic Development, the textile and apparel industry is subject to European Regulation No. ****/****, which establishes rules for the labeling of textile products. This regulation mainly requires information such as fiber composition, clothing sizes, fabric care instructions and country of origin to be indicated on the label of textile products.

it is important to note that, in addition to the requirements of Regulation (***) No. ****/****, there may be additional information requirements under other EU regulations or national laws of member states. For example, some countries may require additional country of origin details or other specific information.

When such information is not mandatory, as in the case of country of origin, economic operators have the right to provide it voluntarily, always respecting the basic principle that such information must not be false or misleading to consumers. This promotes transparency and enables consumers to make informed purchasing decisions.

Safety and environmental standards Textile products must comply with the provisions of general EU consumer goods legislation, such as:

the General Product Safety Directive(***), which establishes general safety requirements for all products placed on the market for the benefit of consumers the REACH Regulation(***), concerning the registration, evaluation, ...

6.1 Segmentation of players

6.2 Analysis of online traffic and key players

Two determinant concepts,Organic Traffic and Paid Traffic, are considered below; with the former, we refer to traffic generated by search engines, thus the autonomous search carried out by users, thus not influenced by paid advertising or sponsored ads. Paid Traffic, on the other hand, is determined by the creation of advertisements by advertisers. For this, an analysis of the online traffic of four well-known players in the industry was conducted: MissBikini, Tezuk, I Love Bikini, and Banana Moon. The data is constructed by performing the sum of the Organic Traffic and Paid Traffic values, so that the entire audience generated through organic and paid sources can be reflected. By analyzing the available data, the growth of clicks during the spring-summer period of **** is evident; in ****, the data dropped dramatically. Despite the fact that the swimwear market is primarily a seasonal market, there is a percentage decrease of **.* percent from October **** to October ****. The highest peak of visits, however, is attested in May ****.

Online traffic data four major industry players Italy, ****-****, thousands of visits Semrush The role of Banana Moon as one of the relevant players is examined. interestingly, by entering the query "where to buy costumes online" on Google, ...

• Pompea
• ABF group - Primark
• CSP International
• Seay
• Calzedonia Oniverse
• Tezuk Srl
• La Perla