Summary of our market study

The luggage market experienced major disruption due to the COVID-19 pandemic in 2020, with a marked drop in production and sales. Italian bag and suitcase production collapsed in April 2020 to around 30 times lower levels. Italian outbound tourism contracted drastically in the January-May 2020 period, with less than half the number of tourists compared to the previous two years, impacting luggage demand. Total annual sales for the production of luggage, handbags and the like in Italy fell from over €10 billion to €8 billion in 2020, underlining the severe economic impact of the pandemic.

However, Google search data show signs of renewed interest in luggage in 2022, indicating a rebound in demand. Despite these challenges, the market remains concentrated, with leading players such as Samsonite and American Tourister continuing to influence trends alongside Italian luxury goods manufacturers. Sustainability and ethical production are becoming increasingly important to Italian consumers, influencing their purchasing decisions primarily by the use of sustainable materials and the presence of chemicals...

Analysis of market trends and demand dynamics in the Italian luggage market

The Italian luggage market has been a sector of constant growth and transformation, closely linked to both leisure and business travel motivations. Despite seasonal fluctuations, the market observed an upward trend, with luxury luggage manufacturing dominating the landscape and flourishing exports playing an important role. The dynamism of domestic travel in Italy and the growth of the tourism industry are the main drivers of demand, which have influenced market trends through changing consumer preferences, demographics and social trends.

Notably, in the years leading up to 2020, the luggage market presented a positive trajectory, with sales peaking at between 4 and 5 million pieces. Luggage demand generally increases during the summer months, in parallel with the traditional increase in travel activity. Online search trends have reaffirmed this seasonality, highlighting a growing interest in luggage during the busiest travel periods of the year. However, the arrival of the COVID-19 pandemic brought unforeseen challenges. Production was severely disrupted and sales plummeted in 2020, with less than half the number of pieces sold compared to peak years.

Despite these difficulties, the market was able to respond to changing consumer expectations, in particular the growing awareness of the importance of sustainable fashion. A staggering 92% of Italians showed an inclination to be influenced by ethical considerations in their fashion decisions, including the demand for luggage. This sentiment is reinforced by the fact that Italians place importance on using sustainable materials and reducing the use of chemicals in production. The luxury segment retains its appeal, with Millennials and Generation Z expected to account for between 30% and 40% of the luxury goods market by 2025. This demographic shift is shaping future market offerings, with a push towards personalization and ethical production key factors in purchasing decisions. The structure of the Italian market, characterized by high concentration and a growing number of employees, indicates a market ripe for innovation and focused on satisfying the nuanced preferences of today's consumers.

In summary, the Italian luggage market has experienced significant ups and downs, but remains resilient and adaptable to changing consumer trends. Sustainability, ethical production and seasonal fluctuations in demand will continue to shape the market landscape in Italy.

Key players shaping the Italian luggage market landscape The Italian luggage market, like a diverse and colorful mosaic, is adorned with a variety of brands, from historic giants to contemporary trendsetters. Some of these brands have established themselves as key players in the market, influencing travel culture with their innovative products and dedicated customers.

  • Samsonite Group: the innovator in travel solutions Samsonite has established itself as a formidable leader on the Italian luggage scene, and indeed globally, with its century-old pedigree earning the trust and loyalty of travelers seeking reliability and innovation. The brand's commitment to pushing the boundaries of durability and functionality is evident in its patented materials and ergonomic designs. While attracting a high-end segment of the market ready to invest in the Samsonite experience, the brand makes sure not to alienate those with more modest budgets.
  • American Tourister: The choice of young adventurers Under the aegis of the Samsonite group, American Tourister is the brand's young and dynamic counterpart, aimed at a more relaxed and price-conscious public. With a penchant for modern aesthetics and a kaleidoscope of colors, American Tourister resonates with the energetic spirit of young travelers. Its products deliver on the promise of quality at more accessible prices, bridging the gap between affordability and a trusted brand.
  • Hauptstadtkoffer: The German virtuoso of rugged travel Berlin-based Hauptstadtkoffer is making its mark on the Italian market, appealing to those who value structural integrity and functional performance over ornamental design. The brand's German roots are reflected in its pragmatic approach to luggage construction, offering sturdy companions to discerning travelers. What's more, its extensive color palette ensures that travelers don't have to compromise on personalization while still appreciating the sturdiness of their travel gear.

These major players in the luggage market weave a web of diversity and choice, catering to the varied preferences and needs of Italian travelers. Whether it's Samsonite's innovative approach, American Tourister's youthful charm or Hauptstadtkoffer's German reliability, each brand contributes to the Italian luggage market.

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Summary and extracts

1 Market Summary

1.1 Definition and presentation

The luggage market includes all travel items and accessories. A number of criteria can be used to segment the market into multiple categories, among the most commonly used:

  • By size
  • By price
  • By type

Globally, the top five markets by market value, continue to show positive trends, and the industry remains strongly related to purchase motivations, mainly for leisure or business travel.

In Italy, the luggage manufacturing industry continues to be dominated by the luxury segment, and by strongly growing exports.

Increased domestic travel and growing tourism in Italy are variables that are expected to positively influence future trends in the luggage market. The progressive transformation of travel, whether for business or pleasure, due to demographic and social changes, is likely to impact consumer preferences and consequently the final purchase choice. Therefore, the industry is experiencing a period of strong innovation, dictated on the one hand by the growing weight of low-cost airlines-and their respective "luggage policies "-and on the other hand by consumers' search for more comfortable and versatile models.

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