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MARKET OVERVIEW

1.1 Definition and scope of study

The wedding market includes all products and services that revolve around the wedding. The market includes clothing (wedding dress and ceremonial gowns), the location of the event, catering, decorations, etc..

The size of the global market is growing, in line with the increase in disposable income and the strong cultural and social ties of marriage. The United States leads the global market in terms of spending.

The size of the Italian marriage market is decreasing due to several factors: first, Italians are deciding to get married less and less. From 2008 to 2018, the number of marriages has decreased by 21%. It is interesting to note that people are getting married at an older age, with an average age of 31.5 among women and 33.7 among men.

Analysing the demand, it is important to analyse the trends of recent years. In Northern Italy, there has been a boom in civil marriage, which accounted for 63.9% of all marriages celebrated in 2018, while in Southern Italy, the bride and groom are more traditional and decide to get married in church in 69.6% of cases. Moreover, in the last 10 years there has been an increase in the number of marriages in which the bride and groom are over 65 years old, which represents a potential new opportunity for the market players. In fact, if it is true that the rate of divorces has increased, it is also true that more and more Italians are getting married two or three times at an older age.

In the last years, there has been an increase in the number of do-it-yourself arrangements, where products related to marriage, such as invitations, decorations, etc., are homemade. Market players have broadened their offer to match this demand, selling products that the bride and groom can customize on their own as they wish.

Finally, the emergence of COVID-19 has had a negative effect on the wedding market in Italy, given the numerous decrees that have limited the number of gatherings and postponed most of the weddings to date.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE PLAYERS

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Method

Data
Analysts 1 sector analyzed
in 40 pages
Method
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Analysts

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Data

  • Databases
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Method

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

Hugo S. logo 1 Hugo S. logo 2
Mathieu L.

Associate Consultant

Mathieu L.

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Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise F.

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise F.

Héloise F. logo 1 Héloise F. logo 2
Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil O.

Emil O.

Anna O.

Anna O.

Gabriel S.

Gabriel S.