Global swimwear market to reach $22.7 bn by 2022

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. The annual beachwear turnover in Italy is €733 million, making it rank second in Europe after France.

“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,” said Marco Borioli, president of Maredimoda, in an interview with Fibre2Fashion.

He added, “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.”

The industry is also taking steps to promote the 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,” stated Borioli.

Maredimoda is a leading trade fair for beachwear, underwear and athleisure that takes place every year in Cannes. Its key themes include consumer protection, 'Made in Europe', traceable supply chain practices, and European quality and excellence.

The next edition of the Maredimoda fair will be held from November 6-8, 2018 to showcase the new S/S 2020 trends.