A research by ISPO (Institute for the Study of Public Opinion), on behave of the National Chamber of Italian Fashion presented this report in Milan yesterday. The report showed that 68% of Italians said that they are faithful to Made in Italy brands. Of these, however, there is a small percentage (7%) that would buy foreign brands to save money, usually clothing made in China which are of course much cheaper. Moreover, of all consumers who buy fashion items “made in Italy”, an high percentage (75%) of those control the label before buying it.
The research also revealed that Italian consumers, as well as being fond of “made in Italy” fashion, are very attentive to fashion trends. In fact, 49% follow the newest trends in Italian fashion, 18% say they do not follow it even if they think fashion trends are an important factor, while 32% do not follow at all, and considers only the clothes on its functionality. Among these, 52% of respondents who said they were interested in fashion are women, meanwhile 46% are men.
The most popular item of clothing could not be more obvious than the split between women and men. Women spent the most on shoes (36%), while men seem more likely to do their shopping for quality jackets or pants (29%). When it comes to buying Italian fashion both groups didn’t seem to be loyal to a brand in particular. Only 16% said they always or almost always buy the same brand, while 78% said they often to change.