The Italian fashion market—valued at around €12 billion—continues to decline compared to pre-pandemic years: while spending was higher in 2019, total spending is expected to decline by 8,1% in 2025 compared to 2019 and by 1,4% compared to 2021.
Despite the negative start to the year, forecasts indicate that a phase of timid recovery could begin in the two-year period 2026-2027: consumption is estimated to grow by approximately 0,9% in 2026 and 1,2% in 2027, also supported by moderate price growth, estimated at around 1%.
The first half of 2025 confirmed a weak picture: despite a slight rebound in May-June (+2%), overall spending declined compared to the same period of the previous year (~-1,4%). Among the segments most affected were men's clothing and children's fashion, the latter also impacted by the unfavorable demographic environment.
On the contrary, the female segment appears more stable, thanks also to a greater resilience in demand.
Quality and "Made in Italy" are once again playing a central role among purchasing drivers, along with a heightened focus on promotions and special offers: in the autumn-winter season, only 11% of consumers say they have no purchase plans, while 66% intend to buy.
The trend in footwear and accessories is interesting: sneakers are driving the shoe sector, and many retailers are expanding their offerings by adding bags and accessories to diversify their catalogs.
On the sustainability front, consumer interest remains high, but declining: the "green" requirement for a product is no longer sufficient unless accompanied by a competitive price.
However, the Italian fashion industry is emerging from this period with a pinch of salt: according to an analysis by Confartigianato, in the first eight months of 2025, textile, clothing, and leather production decreased by 6,6% compared to the same period the previous year. At the same time, the number of artisan businesses closing daily exceeds ten, highlighting a situation of severe structural stress in the sector.
In this context, the Italian Fashion Federation (Federazione Moda Italia - Confcommercio) has put forward a series of proposals to stimulate a revitalization of consumption: among the priorities are tax breaks for purchases of "made in the EU" and sustainable fashion products in local shops, a reduced VAT rate for the fashion sector, and an environmental contribution for non-EU shipments under 150 euros.
In conclusion, the Italian fashion industry is in a transition phase: consumption is still stagnant, but indicators for 2026-27 suggest the beginning of a slight recovery. The challenge for the future will be to leverage quality, sustainability, and a valued supply chain to bring the market back to pre-crisis levels.