On the occasion of the opening of Pitti Uomo, one of the most important events for premium men’s fashion in Florence, the international wholesale platform Joor presented exclusive insights into the development of the Italian fashion market. After two years of decline, the Italian sector showed noticeable signs of dynamics, driven by a revived activity at home and abroad.
Increasing growth in wholesale sales
In the first five months of the year, wholesale sales of Italian brands increased by 20 percent compared to the same period last year. This recovery was based in particular on an increase in the amount sold by 33 percent. This illustrates a concrete revival of demand, especially according to cheaper products. The average purchase price fell by six percent, a sign of adapting the range in one for the dealers: still difficult context inside.
The increase in grossaries (GMV) of Italian retailers: inside, which increased their purchases by eleven percent in the same period, confirmed that this positive dynamic was accompanied by a new interest of the local player: inside of national collections.
Domestic market as a driving force
Italy remained the largest market with 32 percent of the total turnover of Italian brands and recorded an impressive growth of 24 percent in 2025. This upswing reflected the regained trust of the Italian dealers: inside, which concentrated in particular on independent specialist shops – such as 10 Corso Como or Luisa via Roma – which made 87 percent of the country’s retail turnover.
This strong presence of independent retailers: inside underlined a special feature of the Italian market, which is anchored in close and personal relationships between brands and dealers: inside.
Active political and tax framework conditions
The positive dynamics that could be observed on the Italian fashion market in 2025 was also based on a favorable political and tax environment. The Italian government increased its support for the sector with several structural measures.
The ‘Transizione 5.0’ plan with thirteen billion euros offered companies that invest in digital transformation, decarbonization and industrial training. This emerges from information from the Ministry of Economics and Finance (MEF) from 2024. This program was particularly relevant for small and medium -sized fashion companies that are often under -capitalized, but are ready for modernization.
At the same time, a tax credit for research and development was expanded and reinforced to promote product innovations and sustainable manufacturing processes (Agenzia delle Entrate).
In addition, the introduction of the flat tax for new residents: inside and the tax reliefs for returned income to bring back creative and technical talents, especially in historical centers such as Milan or Florence (‘Il Sole 24 Ore’, January 2025).
Finally, in cooperation with the Ministry of Companies and Made in Italy (Mimit), program ‘Moda Italia’ offered direct support for companies in the industry through export subsidies, public guarantees and funds for relocation (Mimit, 2025). Together, these measures formed a solid basis for sustainable growth and improved competitiveness of the Italian fashion system at an international level.
Expansion driven by EMEA and North America
As for this international dimension, domestic demand played a central role in this recovery, but the growth of the Italian brands was mainly boosted by the EMEA region (plus 23 percent) and North America (plus twelve percent), which now prove to be important growth drivers. Together, these regions made 75 percent of the total sales of the brands and showed a strong penetration in key markets such as France, Germany, Great Britain and the USA.
Conversely, the Asia-Pacific region continued to shrink, especially China, which this year recorded a significant decline in wholesale sales by 41 percent and thus increased a decline that began in 2024. This contrast illustrated a redistribution of forces in the global fashion trade, in which the western markets for Italian brands again take a central position.
Limited but growing geographical diversification
In total, Italian brands sold in 2025 to dealers: inside in 122 different countries. This is a large presence, but it is still very concentrated on the EMEA region. This concentration reflected a cautious but effective strategy that aimed to consolidate the positions in well -known markets and at the same time open up new areas.
On the part of the Italian retailers: the purchases came from 32 countries inside, whereby there was a clear preference for Italian, French and American brands, which together made up 78 percent of the quantities ordered. This triangle relationship of the influences fueled the variety of the range that was offered to the Italian consumer: inside.
Renewed vitality after years of adjustments
After two years of considerable weakening, the Italian fashion industry seemed to whip again on an upward trend. Amanda McCormick Bacal, Senior Vice President of Marketing at Joor, summarized: “The Italian market is a driving force in global fashion and it is very encouraging to see how this energetic growth in 2025 takes shape, driven by the continued demand of brands and retailers: inside.”
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]