Italian lingerie brands have
stunning styles that are versatile. La Perla is the fifth largest textile group
in Italy. Their luxury intimate apparels comprise 50% of the total lingerie's
manufactured in Italy. It has an efficient network of 350 specialty shops, and
their aggressive advertisements contribute to 15% of their turnover. Despite
the fact that their price levels are 25% higher than the other intimate wears
sold in the market, La Perla's business is still brisk. Argentovivo has a
collection of unique fabric that appears original and decorative. Lace and
fabric from Cristina Iaia are considered as the most feminine apparels; worldwide.
Gianfranco Ferr, a renowned
Italian designer customized a preshaped, strapless bra which has been imitated
by many others. Reputed Italian designers include Giorgio Armani,
Guia la Bruna, La Perla, Flora, and Cosabella. Many chain stores like
Intimissimi, Tezenis, and Yamamay provide designer intimate wears. There are
many other stores that deal only with lingerie's and swim wears. US brands like
Playtex, DNKY, Cleven Klein, and Jantzen have a strong hold in the Italian
market. In the long run more brands will venture into retail, and this will
result in a decline in the number of independent boutiques as they will be
unable to stock the vast ranges that brands offer.
Lingerie's have now come out
of the closet. This fact is crystal clear in the Italian city of Milan where the window display of lingerie stores are shaped with an audacity that was
unthinkable a few years ago. Sensual fabrics with charming cuts, and luxurious
embroidery finishes in lingerie are now in fad. Fabrics with elastic laces,
pleated polyester, tulle, and micro fibers are used creatively to design the
intimate apparels for the fashion savvy women. Even in winter, women wear
skimpy tops. So, the one time woolen garment is now refined as a silky camisole
or attractive bustier. 'Ritratti', an Italian brand bra; designed with liquid
silicone embedded in it, is a popular product among women. Mesh intimate
apparels with floral, printed and lacy hot looks, and lingerie's with a little
ruffle trims reminiscent to the 'French maid outfit' are in vogue.
Expert opinions state that
seamless and one piece intimate apparels will soon swallow one third of the
market, with light weight products that have a natural look. The color palette
will be traditional and pastel. Growing market for thongs will increase the
sales by 25% along with 'push up bras' with air, water, and oil padding. The
key trend in the Italian lingerie market is the focus towards using natural
fibers, and the fine gauge knitting of companies. The fashion pendulum swings back
and forth, thus going back towards the more subtle fashion of the past days;
intimate garments with simplicity and comfort. Lacy bras and saucy garter belts
would not disappear. They come in renovated forms time and now.
Lingerie is a 'plethora' of brands
particularly in Western Europe. In many other countries across the globe much
of the intimate wears are sold as anonymous merchandise. To survive in the
lingerie market in Italy, a manufacturer needs to decide if he wants to be a designer,
a brand or a retailer so as to recognize the strategic core competence of the
market.
References:
1)
http://www.iht.com
2)
http://www.tangafinelingerie.com
3)
http://www.infomat.com
4)
http://www.lifeinitaly.com
5)
http://www.prlog.org
