Summary

The global sustainable fashion market, valued at $7,548.2 million in 2022, is projected to grow to $11,120 million by 2027, with a CAGR of 8.0%. In Italy, the apparel market alone is expected to grow at a 3.8% CAGR between 2022 and 2027. Despite lacking specific market value data, the sustainable fashion sector in Italy shows positive signs, including a 15% increase in online sales of sustainable clothing between 2022 and 2023, with significant increases in imports of sustainable fabrics like flax (50%) and hemp (212.9%) from 2018 to 2022. The Russian-Ukrainian conflict has impacted the sector with a 9% rise in the consumer price index for apparel, and a 24.7% increase in production costs since that year.

Italian consumers are increasingly influenced by ethical and working conditions in fashion, with key demand drivers including environmental sustainability, social justice, and animal protection. The sustainable fashion value chain faces challenges due to the contraction of the number of textile enterprises and declining employment. However, Italian brands like Womsh and Rebello demonstrate growth, with Womsh recording €78,700,000 in turnover in 2021. Prices for sustainable fashion items remain comparatively high due to factors such as fabric quality, certification costs, and local production.

Trends Driving the Italian Sustainable Fashion Market

Over the recent years, the sustainable fashion market in Italy has been shaped by a set of distinct trends impacting consumer behavior and industry dynamics. Foremost among these trends is the increased consumer consciousness regarding the ethical and working conditions attached to clothing brands. A notable majority of purchasers, ranging from 77% to 79%, have been significantly influenced by these factors when making their fashion choices. Furthermore, a considerable segment of the population, approximately 39%, expresses a substantial level of trust in the declarations of ethical and moral standards by fashion companies. Another evident trend in the marketplace is the prioritization of environmentally responsible production processes, as seen in the preference of more than half of the consumer base for garments produced in compliance with environmental standards. Additionally, there's a growing demand for clothing made from natural or organic materials, signified by nearly 46% of consumers, along with a strong desire for respectable working conditions for those crafting the clothes, indicated by nearly 45%. The second-hand market is undergoing significant growth, with expectations that it could expand up to 11 times faster than the traditional retail sector. By the year 2032, this market is projected to approach a valuation between $250 and $300 billion.

The youth, particularly Generation Z, are the most active demographic in this second-hand market, with approaching 44% willing to sell and around 31% looking to purchase previously-owned items. Sustainable fabrics such as Tencel, bamboo fiber, and 100% recycled polyester are emerging in production and marketing, bringing innovative materials into the limelight. Upscaling practices and the incorporation of advanced technologies like AI, reducing emissions by an estimated 30%, are new trends transforming the production process within this market. The practice of renting fashion items is also gaining traction as a means to satisfy sartorial needs without permanent acquisition, with forecasts showing the potential for an annual market growth rate of about 8.5% till 2030. Within the Italian sustainable fashion market, these developments are reshaping the landscape, catering to an increasingly ecologically and ethically aware consumer base, nurturing growth in a sector that is environmentally respectful, socially responsible, and economically considerate.

Leading Proponents of Italian Sustainable Fashion

Italy has always been a beacon of high fashion, and this holds true even in the realm of sustainable fashion. The Italian market boasts several pioneering brands that are not just making a fashion statement but are also leading the charge toward eco-friendliness, ethical production standards, and circular fashion. Here's a spotlight on the notable sustainable fashion brands that are sculpting the industry landscape.

Womsh : Womsh, a footwear specialist, shows that shoes can be stylish and sustainable. Since 2014, the brand has been making strides with innovative materials like apple fiber blended with polyurethane. They've committed to offsetting emissions and using renewable energy, making every step count toward a greener future.
Rebello A trailblazer in discerning the potential of sustainable fashion, Rebello has been challenging the fast fashion paradigm since 2010. They prioritize the use of premium sustainable materials like eucalyptus, beech, recycled PET, and cashmere, showcasing how luxury and sustainability can coexist.
Casagin Starting in Milan in 2017 as an intimate women's underwear brand, Casagin broadened their offerings while maintaining their sustainability ethos. They received acclaim as the "Most Innovative Startup of 2019" from the MiT Technology Review in Boston. Beyond Italy, Casagin has expanded to over 80 stores worldwide, proving their sustainable mission has global appeal.
Opera Campi Embracing the rich hemp processing tradition of Emilia, Opera Campi emerged in 2017 from Parma. The brand is known for its hemp fiber knitwear, along with innovative fabric blends such as lanapa and herotex, showing a blend of tradition and innovation.
Rifò Founded in the same year as Opera Campi, Rifò has managed to synergize the principles of the circular economy, craftsmanship, and sustainability. By regenerating fabrics like cashmere, wool, and cotton, Rifò is creating fashion pieces that not only look good but are also infinitely respectful of the planet's resources.
Kampos Emerging in 2019, Kampos is where luxury meets ecological awareness. With the mission to highlight ocean pollution, Kampos uses recycled materials such as plastic bottles and discarded fishing nets, along with organic cotton and linen, to deliver a fashion statement that's as much about the beauty of apparel as it is about the conservation of marine life.

The market for sustainable fashion - Italy

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Number of pages : 30 pages
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Last update : 21/09/2023

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Summary and extracts

1 Synthèse du marché

1.1 Introduction

Sustainable fashion refers to textile and clothing offerings that are made with a focus onenvironmental impact, social responsibility, and ethics in the production process.

The sustainable fashion market in Italy encompasses a wide range of offerings and products, including clothing made from organic or recycled fabrics, products made according to circular economy principles, clothing made by brands that promote transparency and fairness in the supply chain, sustainable accessories such as handbags and footwear made from eco-friendly materials, and products made by companies that adopt low-impact production practices and respect workers' rights.

The sustainable fashion movement originated with the modern environmental movement and Rachel Carson's book "Silent Spring" in 1963. This raised attention to the pollution associated with industrialization, an issue still relevant in the environmental and social impact of fashion. In the1990s, environmental issues entered the fashion and textiles debate, with companies such as Patagonia and ESPRIT beginning to integrate environmental concerns into their operations. They commissioned research on the impacts of the fibers they used, conducting life-cycle assessments and looking for sustainable alternatives, as in the case of cotton. In the following years, the sustainable fashion movement spread to many other brands, each with its own specific agenda and its own history, policies, and dynamics.[Algonatural]

Key players in this industry include brands and designers dedicated to sustainable fashion, associations and organizations that promote sustainability in fashion, certification bodies, and regulatory bodies.

The global sustainable fashion market has been valued at $7,548.2 million in 2022 and is expected to reach $11,120 million in 2027 with a compound annual growth rate (CAGR) of 8.0% from 2022 to 2027(thebusinessresearchcompany)

This study will focus on the economic and structural aspects of the sustainable fashion market in Italy; for information on other apparel-related sectors, please refer to the specific studies available in the Businesscoot catalog.

2 Analyse de la demande

3 Structure du marché

4 Analyse de l'offre

5 Règlementation

6 Positionnement des acteurs

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Latest news

Patagonia: Exceptional ecological commitment. - 03/11/2022

Hundreds of millions of dollars a year: profits dedicated to the environment
Forty-nine years of Patagonia's commitment to the environment
2025 goal: use only recycled or organic materials
95% of Patagonia's emissions come from manufacturing and transporting its products
1% of Patagonia sales donated to 1,000 NGOs since 1985
6,000 members of 1% for the Planet (including 1,000 in France)

Patagonia makes a donation: a new model for philanthropy? - 13/10/2022

100 million: Estimated annual dividends generated by Patagonia, used to support actions to protect the environment and biodiversity.
1%: Percentage of Patagonia sales donated since 1985 to American and international associations working to protect the environment.

Patagonia and sustainable ethical fashion - 20/09/2022

Patagonia founded: 1972
Company valued at over $3 billion in 2022
1986: 10% of profits, then 1% of pre-tax sales, dedicated to environmental protection
Transfer of brand ownership in 2022: 2% of shares controlled by Patagonia Propose Trust and 98% held by NGO Holdfast Collective
Tax cost for the Chouinard family following the donation of their shares: $17.5 million

Patagonia's founder donates his company to defend the planet - 15/09/2022

The founder of the American brand Patagonia donates his company to two organizations tasked with "protecting the planet".
For over twenty years, Patagonia has been offering lifetime reparability for its clothing

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. :

Kampos

Rifò

Opera Campi

Casagin

Rebello

Womsh

Patagonia

Timberland

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