1.1 Definition and presentation
The underwear market is a sub-segment of the wider apparel market, and it is distinguished in women's and men's underwear. Men's lingerie encompasses several product categories, including:
- Briefs or shorts
The industry is showing positive signs globally with an impressive turnover. In Italy, underwear, like the rest of the clothing sector, is highly segmented, identifying three clearly different categories: luxury, middle-end and low-cost. Each category covers a specific niche market and targets a specific audience. The influence of social media and advertising partners is also extremely significant in men's underwear, in addition to the proliferation of distribution channels with the advent of e-commerce which is progressively occupying a larger market share.
A dynamic segment, the big brands of women's lingerie are extending their offer also to men and new brands dedicated to men's lingerie, often with a niche positioning (for example "Made in Italy"), are entering this market.
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1 sector analyzed
in 40 pages
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Très bien fait.
Merci Philippe pour votre retour et pour la confiance accordée. :)
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J'adore vos études, je les trouve très complète et toutes les sources sont toujours citées.
Merci infiniment Amina pour votre retour ainsi que la confiance accordée.
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Merci pour votre retour et la confiance accordée. :)
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I found this study to be very complete yet concise. It gives the main trends of the market and does not limit itself to "basic" figures such as sales figures, but also deals with pricing strategies and trends according to the positioning of the players. It's a study that has really served me well and that deals with marketing, the regulatory side, the offer, the competition and the pricing. Bravo!
Thank you Dan !
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