the disguise market | Italy

1.1 Definition and scope of study

The disguise market refers to all the clothes and accessories that can transform the appearance of an individual or make him look like someone else.

For adults, costumes have a certain stability and the influence of movies (Star Wars, Batman...) remains very marked. At the level of children, it is the characters of books, such as Harry Potter, but especially cartoons and superheroes that bring sales. Children's clothes are thus renewed in line with the latest releases of Disney and Marvel feature films.

The costumes market is mainly driven by the Halloween and Carnival holidays, making it highly seasonal. However, the market is benefiting from the increase in theme nights. Demand for these types of events is less seasonal and is more oriented towards quality accessories, or even custom-made accessories. As for the channel, online sales are growing very rapidly, posing a strong threat to traditional sellers.

In Italy, the carnival period continues to represent a substantial part of market players' turnover, while the Halloween holiday represents a high but more concentrated peak of activity. On the channel side, online sales are growing very rapidly, especially through large international retailers such as Amazon. This trend poses a strong threat to traditional sellers.