Italy is gearing up for the start of the summer sales, which begin today throughout the country, except for the autonomous province of Bolzano, where they will start on July 19th. According to a survey conducted by Ipsos for Fismo, the fashion shops association Confesercenti, about 9 million Italians will take advantage of the end-of-season sales this weekend to buy items at bargain prices, with an estimated average spending of around 100 euros per person. This is expected to generate a turnover of 1 billion euros over the weekend and 3.5 billion euros throughout the entire sales period. The Office of Studies of Confcommercio estimates that this year, each family will spend an average of 202 euros on discounted items, just under 100 euros per capita. Retailers are expecting sales that are more or less in line with last year, with 55% of consumers planning to make a purchase by the end of the sales period, in August.
The anticipation for the sales is particularly high among residents of the Southern regions and Islands (63% interested, compared to 49% in the Northern regions) and young people under the age of 34 (59% interested). Physical retail stores remain at the top of preferences, with 69% of respondents stating that they will also shop at a traditional multi-brand store, while 38% will visit a physical single-brand store. Only 36% will make purchases through a multi-brand e-commerce platform, while 18% will buy directly from the manufacturer’s website. Confesercenti reports that the retail network of stores is shrinking, with 4,591 fewer businesses selling clothing, footwear, and accessories compared to 2019, equating to an average of two stores disappearing per day. Shoes are once again the most sought-after fashion item during these summer sales, with 61% of respondents indicating their preference. This is followed by t-shirts and tops, particularly polo shirts and sports shirts, with 57% of the vote. For women, there is a trend towards seeking out summer fabrics such as linen and silk for blouses and tops, with a resurgence of floral prints.
Confcommercio and Federazione Moda Italia have issued a guide with basic principles to ensure safe purchases during the sales. When it comes to exchanges, the possibility of returning a purchased item is generally left to the discretion of the retailer, unless the product is damaged or non-conforming. In this case, the retailer is obligated to repair, replace, or offer a refund. Buyers must report any defects within two months of discovery. Unlike physical store purchases, online buys can be returned or exchanged within 14 days of receipt without the necessity of a defect. There is no obligation for the retailer to allow customers to try on clothing. Acceptance of credit cards is mandatory, and cashless payment methods should be encouraged. Items on sale must be seasonal or fashionable and subject to significant depreciation if not sold within a certain time frame. Pricing must include the regular price, sale discount, and final price. Various initiatives promoting clear and secure sales have been launched nationwide by Federazione Moda Italia, including “Saldi Chiari e Sicuri,” “Saldi Trasparenti,” and “Saldi Tranquilli.”
