1.1 Definition and presentation
The swimwear market can be considered a sub-segment of the wider market for apparel and can be divided into two main categories:
- “Technical” swimwear used by swimmers or sportsmen;
- “Leisure” swimwear
In Italy, the swimwear market has recently recorded an exceptional performance, driven by a supply in continuous innovation and research. Undoubtedly, the market is characterized by a seasonal demand and a greater push from female consumers, who are responsible in part for the transformation of the swimsuit into a real fashion item.
Historically dominated by a few national brands, the image of the market today is highly fragmented, driven by growing demand in the low and high end segments, to the detriment of the middle-end. As a result, fast fashion giants are also gaining market share in the swimwear segment, while on the other hand luxury brands continue to perform well attracting a different type of clientele.
The Italian industry is therefore facing a series of challenges coming both from the progressive incidence of the online channel and from the stringent competition of an increasing number of players, in a market that is becoming highly driven by materials, designs and fashion trends.
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