Fibre2Fashion Magazine June 2018 June 2018 | Page 115

the quite-often virtuous creative contamination, many
brands outside the circuit of our fair too do come to
Cannes anyway to find their inspiration and choose
fabrics.
What is the global market size for women’s
innerwear and beachwear?
The global market for swimwear and beachwear is
projected to reach 2.2 billion units valued at $22.7
billion by 2022. Emerging countries represent the
global hub for growth, with Latin America led by Brazil
representing the largest market worldwide.
H
Marco Borioli, President, Maredimoda
ow has Maredimoda evolved over the years? What
will be special about the 17 th edition?
Maredimoda’s strength is our uniqueness. We are a
benchmark trade fair for beachwear, underwear and—
since last year—for athleisure too. International brands
meet in Cannes to find the best European fabric and
accessories suppliers. It is only at Maredimoda that
they know they will be able to get an overview of the
new collections along with other fashion contents,
besides incomparable innovation and quality
(being displayed at the fair). Today, more than ever,
considering the mixture of genres and styles as well as
What is the market share of Italy in the global
beachwear industry?
Italy ranks second in Europe after France. The annual
beachwear turnover in Italy is €733 million. What
has revolutionised the market in Italy—and not only
Italy, actually—has been the transformation of the
distribution channels. Next to multi-brand stores today
are the mono-brand chain stores, either owned or
franchised, which have contributed to moving brands
from the high-streets to shopping malls on the one
hand, and strengthening their brand identities on the
other. About 40 per cent of the Italian market today is
covered by the chain stores followed by independent
stores with a market share of less than 20 per cent.
Even in this sector, online business has risen and
keeps on rising at an average annual rate of 5 per cent,
but currently still has a relatively low overall share of 8
per cent.
Italy has an age-old tradition in beachwear. The market is dominated by several small/medium brands which on the
one hand account for the successfully added value, and on the other hand seem to slow down the diffusion abroad.
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