Fibre2Fashion Magazine June 2018 June 2018 | Page 116

Q&A
Tell us about the beachwear market in Italy. What’s
special about it?
Italy has an age-old tradition in beachwear, and in
the past was driven by the domestic industry which
paid attention to the fashion quotient and took hold
of foreign markets too. 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.
Another interesting aspect is the intended use of the
swimsuit in Italy: the biggest share (63 per cent) is for
leisure (sunbathing and beach life) which prevails over
sports activities. Out of this, about 5 per cent is shared
by swimming (training and competition) and 32 per
cent by swimming pools (simple swimming, health
clubs, aqua-gym).
The women’s beachwear has the lion’s share of
this (54 per cent of the market in value terms) whereas
the men’s segment is 29 per cent and kids’ 17 per
cent. If we take women’s beachwear into account
(for over-14 and for leisure), in 2016 the premium
market segment—whose unit price ranges from €50
and goes beyond—accounted for 24 per cent of total
Italian and European swimwear value sales, and has
had a relatively steady rate of growth over the last four
years. Over the same period, the so-called “hourglass
effect” has become more significant with a progressive
reduction of the mid-price range (€30–40 as an average
price) in favour of the entry price (up to €20) which
has gained more ground. Inside the five benchmark
European markets (Italy, France, Spain, Germany and
Great Britain) about 15 per cent of over-14 aged women
buy at least one bathing suit every year for leisure.
Within this segment, the two-piece swimsuit (bikini)
comprises 70 per cent of the European turnover, and
the rest of the purchases are dictated by the “mix and
match” factor.
What steps does the industry do to promote this
segment?
The most important battle in Italy is about fabric
traceability—quite an important issue that is
energetically pursued by European Union authorities
who are responsible for relevant regulations in
member states. Since Italy is marked by quality
and innovation, it has been essential to obtain a
certification that can guarantee Italian production and
at the same time protect the end-user. Maredimoda
has always been an ambassador of both this culture
and the traceability policy.
What is the USP of Italian beachwear
manufacturers?
Creativity, quality and attention to detail are the
elementary attributes of Italian brands. Not only
do stimuli and challenges come from inside but
from outside too. It is a deeply-rooted culture, and
generations of artists and creatives. It is a genetic
issue that gets honed day after day.
Which top regions do exhibitors and visitors hail
from (at Maredimoda)?
The exhibitors are mostly
fro