With over 100 well known players, menswear in Italy is highly fragmented. Vertical integration strategies are being developed by every company in Italy and they all offer a wide range of items for men in their company-owned retail stores for all ages.

There was an overall decline in sales of menswear in 2016. There were challenges for both vendors and manufacturers. There were continuous changes in the behavior of people. Innovations and developments in technology have led to a fast paced lifestyle and changed expectations with regards to demand and considering the possibilities of purchasing in specific categories.

It is estimated that Italian men will focus more on their appearance and will spend more money on their apparel and footwear. Also they will be influenced by celebrity culture and will pay more attention to fashion icons, style and extensive media coverage on fashion.

However, rising cost of living will dampen the effect on spending patterns during future years. So bargaining will be a feature of shopping expeditions. Like women in Italy, men usually don’t wait for several days or weeks to get the items by ordering them online. Italian men shop or purchase the product when they need or want them.