BUSINESS

UNCERTAINTY

A step by step approach to reviving the market

ITALY

July 2020

Contributor: ANNA MARONCELLI

Because of the Covid-19 pandemic effects, there is absolute uncertainty across Italy at the moment: this not only involves the textile industry but the entire economic system. As proof of this, important events such as Pitti Immagine and the Milan Fashion Week have been cancelled and others postponed, but no one is really sure whether they will actually take place. A possible look to the future of the textile industry comes from the implementation of digital platforms all being strongly promoted by many international exhibitions and shows at the moment. But, here we are talking about the first steps of something whose success can only be judged with time. So, it’s not possible to clearly define which sectors are currently doing better than others or whether a sustainable export scenario can be achieved in the near future. I think we should be taking a step by step approach in order to revive the market.

Collina Strada

FASHION DIRECTIONS

COMFORT FIRST

Homewear attitudes in outdoor dressing!

ITALY

July 2020

Overall, what people are looking for at the moment is comfort. But in terms of actual looks, it’s a moment of polarisation: on one hand, as they emerge from lockdown, consumers feel the desire to wear something distinctive, creative, colorful with look-at-me details – shorter skirts or frills and ruches as feminine details on simple garments is one idea, without daring too much; on the other hand, the need for reassuring and soothing shades and elegant basics prevails, together with easy. comfortable shapes, where casualwear fuses with home and loungewear.

On the streets, in this first period of lockdown, consumers are clearly forsaking uncomfortable and over structured clothes in the desire to maintain a certain feeling of ease. Shopping for clothes and accessories is all about necessities, putting quality over quantity, and choosing luxury more consciously.
Colour because of its mood-influencing properties is important! Other key issues are: comfort; the simple but refined; precious details and playful elements; homewear influences into everyday outfits; utility wear; and elegant tech.

From left to right: Alex S Yu, Longshaw Ward, Womsh

SUSTAINABILITY

INCREASED AWARENESS

Progress but still much to do at consumer levels!

ITALY

July 2020

More and more people are becoming conscious about sustainability issues and the pandemic situation has only served to underline several aspects of them, not in part thanks to advertising and communication strategies taken by some of the brands. But, sales of sustainable clothing in Italy still form the minority part of the market by far, mostly because of poor consumer knowledge about the subject: results from surveys show that some people are aware of certain brands associated with sustainability, but, as the numbers show, don’t really know where to find the merchandise.
Recycled items, second hand and handmade is gaining popularity as independent and small shops and brands are winning more customers because of the boom in online shopping and social media. Some sustainable initiatives are being made by big brands so the topic is gaining higher visibility, but there’s still a lot to do. In recent years, finding such clothing is becoming easier, but still it’s not as affordable or popular as fast fashion.
Clearly, we will need more time to see sales growth. On the bright side, more small and big brands are making efforts to become increasingly sustainable in product and manufacturing and a lot of research is going on into raw materials.

From left to right: Nivule+Pesci Rossi, Par.co, fashion Wrad

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