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Country Report

Hungary Flag Apparel in Hungary

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Rising rental costs put the majority of retailers in a difficult situation

Rents for retail space are in general denominated in euro in Hungary. Along with the rapid devaluation of the national currency, the cost of being present in the most popular shopping malls or inner city pedestrian shopping streets have become unbearably high for the many retailers, except for the multinationals, which benefit from the large working capital of the group they are part of. Inflexible renting conditions, the long rental periods and the volatility of the exchange rates pose serious burdens for the expansion of the retail network of many brand owners, especially the domestic ones, or those positioned at the upper-medium segment of the apparel market.

Inner city smaller retail stores gained preference over large outskirts stores in sportswear

The convenience of shopping has become an important criterion for consumers, when they choose the location where they intend to buy sportswear products. Large sports good stores located in the outskirts of urban centres were extremely attractive at the time of their appearance, as they offered an extremely wide assortment of both sports goods and sports apparel. As consumers have busier lifestyles nowadays, they increasingly seek shopping destinations where they can find a wide variety of apparel goods, not only sport goods, plus services and grocery products at the same place and they also do not need to travel long distances to do their shopping. This explained the new migration of sports goods retailers from the outskirts of cities to the inner city shopping complexes, where they open smaller retail stores.

Mid-positioned apparel brands hit the most by the recession

The declining disposable income of the middle class Hungarian population and the rising unemployment among the younger generation has resulted in a severe shrinkage of the demand for mid-range apparel products. A down-trading effect has become visible on the apparel market, by the shifting of consumers’ preference from the better quality medium range products to the lower-medium and budget products. Mid-range apparel brands, especially the domestic ones like Philip Russell from Jeans Club, or other international brands like Jack&Jones, Vero Moda, Pieces, Only from Bestseller, or Benetton and Diesel experienced declining sales revenue over the last couple of years. Some of them like Jeans Club, went bankrupt, while others like Bestseller are about to voluntarily exit the Hungarian market.

Footwear sales started to recover faster from the recession

Despite the steeper decline of the sales volume of footwear in comparison with clothing products during the crisis period (2008-2011), by 2012, sales of footwear started to rise again, while sales of clothes stayed on a downward path. Rising demand for footwear has pulled out the whole apparel market from its downward path. Sales of sport footwear, especially running shoes, rose by double digit rates, while sales of children’s footwear also recorded impressive growth rates in 2012, despite the still low purchasing propensity of the population and the limited budget available for buying apparel products.

Signs of clear recovery from the crisis will become visible at the beginning of the forecast period

Hopes for a fast recovery from the recession have been dashed in Hungary, due to the decline in real wages and the rise in the unemployment level and the inflation rate over 2011. The expected recovery of the apparel market has not taken place yet, despite the forecasts in 2010 and 2011. Due to the fact that Hungarians in general are not a fashion-addicted population, the consumption of apparel remains very low also in the after-math of the financial crisis. Based on the macroeconomic forecasts for 2013 and 2014, the inflation rate will be half of the current inflation rate (for the year 2012), real wages are foreseen to recover and due to the currently very low level of apparel consumption it is expected that the fashion market will finally see better times in Hungary.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Apparel and Footwear industry in Hungary with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Apparel and Footwear industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.

The Apparel and Footwear in Hungary market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Apparel and Footwear in Hungary?
  • What are the major brands in Hungary?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Clothing and Footwear market research database.

Table of Contents

Apparel in Hungary - Industry Overview

EXECUTIVE SUMMARY

Rising rental costs put the majority of retailers in a difficult situation

Inner city smaller retail stores gained preference over large outskirts stores in sportswear

Mid-positioned apparel brands hit the most by the recession

Footwear sales started to recover faster from the recession

KEY TRENDS AND DEVELOPMENTS

Fast fashion retailers gained undisputable leading position on the apparel market

Unit price of fashion products grows in spite of low demand

Mono-brand underwear stores dominate the market

Online retail is a channel with dynamic growth potential

Polarisation trend on the retail market: Luxury and private label products experience the fastest growth

MARKET DATA

  • Table 1 Sales of Apparel by Category: Volume 2007-2012
  • Table 2 Sales of Apparel by Category: Value 2007-2012
  • Table 3 Sales of Apparel by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Apparel by Category: % Value Growth 2007-2012
  • Table 5 Apparel Company Shares 2008-2012
  • Table 6 Apparel Brand Shares 2009-2012
  • Table 7 Sales of Apparel by Distribution Format: % Analysis 2007-2012
  • Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2012
  • Table 9 Forecast Sales of Apparel by Category: Volume 2012-2017
  • Table 10 Forecast Sales of Apparel by Category: Value 2012-2017
  • Table 11 Forecast Sales of Apparel by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Sales of Apparel by Category: % Value Growth 2012-2017

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Apparel in Hungary - Company Profiles

adidas Budapest Kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 adidas Budapest Kft: Key Facts
  • Summary 3 adidas Budapest Kft: Operational Indicators

COMPANY BACKGROUND

  • Chart 1 adidas Budapest Kft: adidas in Budapest

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 adidas Budapest Kft: Competitive Position 2012

INTERNET STRATEGY

Kangaboo Kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Kangaboo Kft: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Kangaboo Kft: Competitive Position 2012

INTERNET STRATEGY

Magistral-Young Kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Magistral-Young kft: Key Facts
  • Summary 8 Magistral-Young kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 9 Magistral-Young kft: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 10 Magistral-Young kft: Competitive Position 2012

INTERNET STRATEGY

Nike Magyarország kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Nike Magyarország kft: Key Facts
  • Summary 12 Nike Magyarország kft: Operational Indicators

COMPANY BACKGROUND

  • Chart 2 Nike Magyarország Kft.: Nike in Budapest

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Nike Magyarország kft: Competitive Position 2012

INTERNET STRATEGY

Saxoo London International Kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Saxoo London International kft: Key Facts
  • Summary 15 Saxoo London International kft: Operational Indicators

COMPANY BACKGROUND

  • Chart 3 Saxoo London International Kft: Saxoo London in Budapest

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 16 Saxoo London International kft: Competitive Position 2012

INTERNET STRATEGY

Szamos Cipoipari Kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 17 Szamos Cipoipari Kft: Key Facts
  • Summary 18 Szamos Cipoipari Kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 19 Szamos Cipoipari Kft: Production Statistics 2012

Szinga Sport Kft in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 20 Szinga Sport Kft: Key Facts
  • Summary 21 Szinga Sport: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 22 Szinga Sport: Competitive Position 2012

INTERNET STRATEGY

Triumph International AG in Apparel (Hungary)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 23 Triumph International Budapest kft: Key Facts
  • Summary 24 Triumph International Budapest kft: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 25 Triumph International Budapest kft: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 26 Triumph International Budapest kft: Competitive Position 2012

INTERNET STRATEGY

Childrenswear in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 13 Sales of Childrenswear by Category: Volume 2007-2012
  • Table 14 Sales of Childrenswear by Category: Value 2007-2012
  • Table 15 Sales of Childrenswear by Category: % Volume Growth 2007-2012
  • Table 16 Sales of Childrenswear by Category: % Value Growth 2007-2012
  • Table 17 Childrenswear Company Shares 2008-2012
  • Table 18 Childrenswear Brand Shares 2009-2012
  • Table 19 Forecast Sales of Childrenswear by Category: Volume 2012-2017
  • Table 20 Forecast Sales of Childrenswear by Category: Value 2012-2017
  • Table 21 Forecast Sales of Childrenswear by Category: % Volume Growth 2012-2017
  • Table 22 Forecast Sales of Childrenswear by Category: % Value Growth 2012-2017

Clothing Accessories in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 23 Sales of Clothing Accessories by Category: Volume 2007-2012
  • Table 24 Sales of Clothing Accessories by Category: Value 2007-2012
  • Table 25 Sales of Clothing Accessories by Category: % Volume Growth 2007-2012
  • Table 26 Sales of Clothing Accessories by Category: % Value Growth 2007-2012
  • Table 27 Clothing Accessories Company Shares 2008-2012
  • Table 28 Clothing Accessories Brand Shares 2009-2012
  • Table 29 Forecast Sales of Clothing Accessories by Category: Volume 2012-2017
  • Table 30 Forecast Sales of Clothing Accessories by Category: Value 2012-2017
  • Table 31 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2012-2017
  • Table 32 Forecast Sales of Clothing Accessories by Category: % Value Growth 2012-2017

Footwear in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 33 Sales of Footwear by Category: Volume 2007-2012
  • Table 34 Sales of Footwear by Category: Value 2007-2012
  • Table 35 Sales of Footwear by Category: % Volume Growth 2007-2012
  • Table 36 Sales of Footwear by Category: % Value Growth 2007-2012
  • Table 37 Footwear Company Shares 2008-2012
  • Table 38 Footwear Brand Shares 2009-2012
  • Table 39 Sales of Footwear by Distribution Format: % Analysis 2007-2012
  • Table 40 Forecast Sales of Footwear by Category: Volume 2012-2017
  • Table 41 Forecast Sales of Footwear by Category: Value 2012-2017
  • Table 42 Forecast Sales of Footwear by Category: % Volume Growth 2012-2017
  • Table 43 Forecast Sales of Footwear by Category: % Value Growth 2012-2017

Hosiery in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 44 Sales of Hosiery by Category: Volume 2007-2012
  • Table 45 Sales of Hosiery by Category: Value 2007-2012
  • Table 46 Sales of Hosiery by Category: % Volume Growth 2007-2012
  • Table 47 Sales of Hosiery by Category: % Value Growth 2007-2012
  • Table 48 Hosiery Company Shares 2008-2012
  • Table 49 Hosiery Brand Shares 2009-2012
  • Table 50 Forecast Sales of Hosiery by Category: Volume 2012-2017
  • Table 51 Forecast Sales of Hosiery by Category: Value 2012-2017
  • Table 52 Forecast Sales of Hosiery by Category: % Volume Growth 2012-2017
  • Table 53 Forecast Sales of Hosiery by Category: % Value Growth 2012-2017

Jeans in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Summary 27 Jeans by Price Platform 2012
  • Table 54 Sales of Jeans: Volume 2007-2012
  • Table 55 Sales of Jeans: Value 2007-2012
  • Table 56 Sales of Jeans: % Volume Growth 2007-2012
  • Table 57 Sales of Jeans: % Value Growth 2007-2012
  • Table 58 Sales of Men’s Jeans: Volume 2007-2012
  • Table 59 Sales of Men’s Jeans: Value 2007-2012
  • Table 60 Sales of Men’s Jeans: % Volume Growth 2007-2012
  • Table 61 Sales of Men’s Jeans: % Value Growth 2007-2012
  • Table 62 Sales of Women’s Jeans: Volume 2007-2012
  • Table 63 Sales of Women’s Jeans: Value 2007-2012
  • Table 64 Sales of Women’s Jeans: % Volume Growth 2007-2012
  • Table 65 Sales of Women’s Jeans: % Value Growth 2007-2012
  • Table 66 Jeans Company Shares 2008-2012
  • Table 67 Jeans Brand Shares 2009-2012
  • Table 68 Forecast Sales of Jeans: Volume 2012-2017
  • Table 69 Forecast Sales of Jeans: Value 2012-2017
  • Table 70 Forecast Sales of Jeans: % Volume Growth 2012-2017
  • Table 71 Forecast Sales of Jeans: % Value Growth 2012-2017
  • Table 72 Forecast Sales of Men’s Jeans: Volume 2012-2017
  • Table 73 Forecast Sales of Men’s Jeans: Value 2012-2017
  • Table 74 Forecast Sales of Men’s Jeans: % Volume Growth 2012-2017
  • Table 75 Forecast Sales of Men’s Jeans: % Value Growth 2012-2017
  • Table 76 Forecast Sales of Women’s Jeans: Volume 2012-2017
  • Table 77 Forecast Sales of Women’s Jeans: Value 2012-2017
  • Table 78 Forecast Sales of Women’s Jeans: % Volume Growth 2012-2017
  • Table 79 Forecast Sales of Women’s Jeans: % Value Growth 2012-2017

Men's Outerwear in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 80 Sales of Men’s Outerwear: Volume 2007-2012
  • Table 81 Sales of Men’s Outerwear: Value 2007-2012
  • Table 82 Sales of Men’s Outerwear: % Volume Growth 2007-2012
  • Table 83 Sales of Men’s Outerwear: % Value Growth 2007-2012
  • Table 84 Men’s Outerwear Company Shares 2008-2012
  • Table 85 Men’s Outerwear Brand Shares 2009-2012
  • Table 86 Forecast Sales of Men’s Outerwear: Volume 2012-2017
  • Table 87 Forecast Sales of Men’s Outerwear: Value 2012-2017
  • Table 88 Forecast Sales of Men’s Outerwear: % Volume Growth 2012-2017
  • Table 89 Forecast Sales of Men’s Outerwear: % Value Growth 2012-2017

Sportswear in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 90 Sales of Sportswear: Value 2007-2012
  • Table 91 Sales of Sportswear: % Value Growth 2007-2012
  • Table 92 Sportswear Company Shares 2008-2012
  • Table 93 Sportswear Brand Shares 2009-2012
  • Table 94 Sales of Sportswear by Distribution Format: % Analysis 2007-2012
  • Table 95 Forecast Sales of Sportswear: Value 2012-2017
  • Table 96 Forecast Sales of Sportswear: % Value Growth 2012-2017

Underwear, Nightwear and Swimwear in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 97 Sales of Underwear, Nightwear and Swimwear by Category: Volume 2007-2012
  • Table 98 Sales of Underwear, Nightwear and Swimwear by Category: Value 2007-2012
  • Table 99 Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2007-2012
  • Table 100 Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2007-2012
  • Table 101 Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2007-2012
  • Table 102 Sales of Men’s Underwear, Nightwear and Swimwear: Value 2007-2012
  • Table 103 Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2007-2012
  • Table 104 Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2007-2012
  • Table 105 Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2007-2012
  • Table 106 Sales of Women’s Underwear, Nightwear and Swimwear: Value 2007-2012
  • Table 107 Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2007-2012
  • Table 108 Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2007-2012
  • Table 109 Underwear, Nightwear and Swimwear Company Shares 2008-2012
  • Table 110 Underwear, Nightwear and Swimwear Brand Shares 2009-2012
  • Table 111 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Volume 2012-2017
  • Table 112 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Value 2012-2017
  • Table 113 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2012-2017
  • Table 114 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2012-2017
  • Table 115 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2012-2017
  • Table 116 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Value 2012-2017
  • Table 117 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2012-2017
  • Table 118 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2012-2017
  • Table 119 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2012-2017
  • Table 120 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Value 2012-2017
  • Table 121 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2012-2017
  • Table 122 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2012-2017

Women's Outerwear in Hungary - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 123 Sales of Women’s Outerwear: Volume 2007-2012
  • Table 124 Sales of Women’s Outerwear: Value 2007-2012
  • Table 125 Sales of Women’s Outerwear: % Volume Growth 2007-2012
  • Table 126 Sales of Women’s Outerwear: % Value Growth 2007-2012
  • Table 127 Women’s Outerwear Company Shares 2008-2012
  • Table 128 Women’s Outerwear Brand Shares 2009-2012
  • Table 129 Forecast Sales of Women’s Outerwear: Volume 2012-2017
  • Table 130 Forecast Sales of Women’s Outerwear: Value 2012-2017
  • Table 131 Forecast Sales of Women’s Outerwear: % Volume Growth 2012-2017
  • Table 132 Forecast Sales of Women’s Outerwear: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Apparel
    • Clothing
      • Childrenswear
        • Baby and Toddler Wear
        • Boys' Clothing
        • Girls' Clothing
      • Clothing Accessories
        • Belts
        • Gloves
        • Hats/Caps
        • Scarves
        • Ties
        • Other Clothing Accessories
      • Clothing by Men's vs Women's
        • Men's Clothing
          • Men's Outerwear
            • Men's Jeans
              • Economy Men's Jeans
              • Standard Men's Jeans
              • Premium Men's Jeans
              • Super Premium Men's Jeans
            • Men's Outerwear (Excl Jeans)
              • Men's Jackets and Coats
              • Men's Jumpers
              • Men's Shirts
              • Men's Shorts and Trousers
              • Men's Suits
              • Men's Tops
              • Other Men's Outerwear
          • Men's Underwear, Nightwear and Swimwear
            • Men's Nightwear
            • Men's Swimwear
            • Men's Underwear
        • Women's Clothing
          • Women's Outerwear
            • Women's Jeans
              • Economy Women's Jeans
              • Standard Women's Jeans
              • Premium Women's Jeans
              • Super Premium Women's Jeans
            • Women's Outerwear (Excl Jeans)
              • Women's Dresses
              • Women's Jackets and Coats
              • Women's Jumpers
              • Women's Leggings
              • Women's Shirts and Blouses
              • Women's Shorts and Trousers
              • Women's Skirts
              • Women's Suits
              • Women's Tops
              • Other Women's Outerwear
          • Women's Underwear, Nightwear and Swimwear
            • Women's Nightwear
            • Women's Swimwear
            • Women's Underwear
      • Clothing by Category
        • Outerwear
          • Jeans
            • Economy Jeans
            • Standard Jeans
            • Premium Jeans
            • Super Premium Jeans
          • Outerwear excl jeans
            • Dresses
            • Jackets and Coats
            • Jumpers
            • Leggings
            • Shirts and Blouses
            • Shorts and Trousers
            • Skirts
            • Suits
            • Tops
            • Other Outerwear
        • Underwear, Nightwear and Swimwear
          • Nightwear
          • Swimwear
          • Underwear
      • Hosiery
        • Socks
        • Tights
        • Other Hosiery
    • Footwear
      • Children's Footwear
      • Men's Footwear
      • Women's Footwear
    • Sportswear
      • Sports Clothing
        • Performance Clothing
        • Outdoor Clothing
        • Sports-inspired Clothing
      • Sports Footwear
        • Performance Footwear
        • Outdoor Footwear
        • Sports-inspired Footwear

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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