Apparel and Footwear in Greece

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in Greece report includes:

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

This report answers:

  • What is the market size of Apparel and Footwear in Greece?
  • Which are the leading brands in Greece?
  • How are products distributed in Greece?
  • How is the rise of e-commerce shaping demand?
  • What % of apparel and footwear sales are made via grocery retailers?
  • Do consumers want premium quality or fast fashion?
  • How will COVID-19 and recession impact demand?
  • How important is sustainability in Apparel and Footwear in Greece?
  • Where is future growth expected to be most dynamic?

Apparel and Footwear in Greece

EXECUTIVE SUMMARY

COVID-19 impact on apparel and footwear
COVID-19 country impact
Company response
Retailing shift
What next for apparel and footwear?

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2015-2020 Table 2 Sales of Apparel and Footwear by Category: Value 2015-2020 Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2015-2020 Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Apparel and Footwear: % Value 2016-2020 Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2017-2020 Table 7 Distribution of Apparel and Footwear by Format: % Value 2015-2020 Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2020 Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2020-2025 Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2020-2025 Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2020-2025 Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

FACE MASKS

Summary: Fashion Face Masks Usage, Pricing and Market Sizes in Western Europe – 2020

DISCLAIMER

SOURCES

Summary 1 Research Sources

Womenswear in Greece

KEY DATA FINDINGS

2020 IMPACT

Pandemic-related lockdowns, social distancing and economic constraints lead to plunging growth rates and some channel switches for womenswear in 2020
Womenswear is significantly impacted by pandemic-related store closures, with wedding dresses suffering the most due to social distancing requirements in 2020
Uncertainty and loss of disposable income combined with reduced tourism negatively impact the normally thriving swimwear category in 2020

RECOVERY AND OPPORTUNITIES

Growth is expected to resume, but will likely be constrained by discounting activities and a trend away from luxury towards lower-cost brands over the forecast period
Prospects for continued growth of e-commerce continue to improve as consumers became more accustomed to shopping through that channel during the pandemic
When domestic holiday beach trips and tourism return post-pandemic, swimwear is set to continue on a solid growth path

CATEGORY DATA

Table 13 Sales of Womenswear by Category: Volume 2015-2020 Table 14 Sales of Womenswear by Category: Value 2015-2020 Table 15 Sales of Womenswear by Category: % Volume Growth 2015-2020 Table 16 Sales of Womenswear by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Womenswear: % Value 2016-2020 Table 18 LBN Brand Shares of Womenswear: % Value 2017-2020 Table 19 NBO Company Shares of Women's Nightwear: % Value 2016-2020 Table 20 LBN Brand Shares of Women's Nightwear: % Value 2017-2020 Table 21 NBO Company Shares of Women's Outerwear: % Value 2016-2020 Table 22 LBN Brand Shares of Women's Outerwear: % Value 2017-2020 Table 23 NBO Company Shares of Women’s Swimwear: % Value 2016-2020 Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2017-2020 Table 25 NBO Company Shares of Women's Underwear: % Value 2016-2020 Table 26 LBN Brand Shares of Women's Underwear: % Value 2017-2020 Table 27 Forecast Sales of Womenswear by Category: Volume 2020-2025 Table 28 Forecast Sales of Womenswear by Category: Value 2020-2025 Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2020-2025 Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2020-2025

Menswear in Greece

KEY DATA FINDINGS

2020 IMPACT

Decline in demand for menswear is less than it is for womenswear in 2020, but the category is strongly impacted by store closures and less need for dressier outerwear
Men are slower to resume in-store shopping when lockdown ends, because they increasingly prefer shopping online, benefitting certain sports good retailers in 2020
While demand for men’s swimwear severely declines due to cancelled or postponed holiday plans, ongoing previous trends result in increased share for Nike and adidas

RECOVERY AND OPPORTUNITIES

Economic conditions and conservative nature of Greek men indicate that menswear recovery will be slower than that of womenswear, with casualwear performing best
Trend towards casual and sports-inspired apparel is expected to remain strong as Greek men increasingly choose to wear such clothes for activities outside of sports
While men, too, will migrate to mass fashion brands, it will be a slower pace, leaving key sports brands to continue prospering and minimising an overall loss in value

CATEGORY DATA

Table 31 Sales of Menswear by Category: Volume 2015-2020 Table 32 Sales of Menswear by Category: Value 2015-2020 Table 33 Sales of Menswear by Category: % Volume Growth 2015-2020 Table 34 Sales of Menswear by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Menswear: % Value 2016-2020 Table 36 LBN Brand Shares of Menswear: % Value 2017-2020 Table 37 NBO Company Shares of Men’s Nightwear: % Value 2016-2020 Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2017-2020 Table 39 NBO Company Shares of Men’s Outerwear: % Value 2016-2020 Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2017-2020 Table 41 NBO Company Shares of Men’s Swimwear: % Value 2016-2020 Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2017-2020 Table 43 NBO Company Shares of Men’s Underwear: % Value 2016-2020 Table 44 LBN Brand Shares of Men’s Underwear: % Value 2017-2020 Table 45 Forecast Sales of Menswear by Category: Volume 2020-2025 Table 46 Forecast Sales of Menswear by Category: Value 2020-2025 Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2020-2025 Table 48 Forecast Sales of Menswear by Category: % Value Growth 2020-2025

Childrenswear in Greece

KEY DATA FINDINGS

2020 IMPACT

As children outgrow their apparel and footwear quickly, demand for childrenswear is less impacted by COVID-19, although clothing for occasional use takes a hit in 2020
Casual and sports-inspired clothing perform the best in keeping with current trends, but childrenswear overall is negatively impacted by school closures in 2020
Gravitation away from premium brands towards mass fashion intensifies as consumer income in Greece is further impacted with the onset of COVID-19

RECOVERY AND OPPORTUNITIES

Impact of COVID-19, which further weakens the Greek economy, is expected to prevent a significant or rapid recovery of childrenswear over the forecast period
Baby and toddler wear will continue to be beset by lower birth rates, as economic conditions exacerbate the trend towards putting off starting a family
While the shift towards sports apparel will still benefit Nike and adidas, economic constraints are expected lead consumers to choose low-cost brands over others

CATEGORY DATA

Table 49 Sales of Childrenswear by Category: Volume 2015-2020 Table 50 Sales of Childrenswear by Category: Value 2015-2020 Table 51 Sales of Childrenswear by Category: % Volume Growth 2015-2020 Table 52 Sales of Childrenswear by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Childrenswear: % Value 2016-2020 Table 54 LBN Brand Shares of Childrenswear: % Value 2017-2020 Table 55 Forecast Sales of Childrenswear by Category: Volume 2020-2025 Table 56 Forecast Sales of Childrenswear by Category: Value 2020-2025 Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2020-2025 Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2020-2025

Sportswear in Greece

KEY DATA FINDINGS

2020 IMPACT

COVID-19-related store closures and social distancing requirements impacting sports activities are among several reasons that sportswear sales decline in 2020
Pre-pandemic momentum of the athleisure trend carries over into 2020 to benefit sportswear during lockdown and extended period of social distancing
Sportswear sees a significant decline in value growth in 2020 as retailers hold a plethora of sales throughout the year to compensate for losses during the lockdown

RECOVERY AND OPPORTUNITIES

Value sales of sportswear are not expected to reach pre-COVID-19 levels before 2023, but volume growth is expected to pick up sooner
Polarisation will deepen as some people shop less but opt for leading brands while cash-strapped consumers and parents of growing children turn to cheaper brands
Ongoing fashion trends and recently adopted work and leisure routines brought on by the pandemic will favour sportswear’s continued growth over the forecast period

CATEGORY DATA

Table 59 Sales of Sportswear by Category: Value 2015-2020 Table 60 Sales of Sportswear by Category: % Value Growth 2015-2020 Table 61 NBO Company Shares of Sportswear: % Value 2016-2020 Table 62 LBN Brand Shares of Sportswear: % Value 2017-2020 Table 63 Distribution of Sportswear by Format: % Value 2015-2020 Table 64 Forecast Sales of Sportswear by Category: Value 2020-2025 Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2020-2025

Jeans in Greece

KEY DATA FINDINGS

2020 IMPACT

Lockdown and store closures drive sales down in 2020, while economic constraints exacerbated by COVID-19 weaken demand for premium and super premium jeans
Athleisure trend and a consequent move by Greek men towards tracksuits during the pandemic has a stronger negative impact on men’s jeans in 2020
Women’s jeans is also seeing pressure from shift towards sports-inspired apparel and other casual, cotton attire, with trends favouring comfort and 1970s/80s styles

RECOVERY AND OPPORTUNITIES

Men’s and women’s jeans are both set to start recovering in 2021, driven by economy jeans, with women’s jeans seeing more rapid growth early on
With a weakened economy, premium and super premium women’s jeans will recover more slowly as Greek men will still buy higher-end jeans rather than trade down
Men’s jeans recovers slowly in difficult economy as Greek men still prefer expensive brands of jeans, but also because they increasingly favour options other than jeans

CATEGORY DATA

Table 66 Sales of Jeans by Category: Volume 2015-2020 Table 67 Sales of Jeans by Category: Value 2015-2020 Table 68 Sales of Jeans by Category: % Volume Growth 2015-2020 Table 69 Sales of Jeans by Category: % Value Growth 2015-2020 Table 70 Sales of Men’s Jeans by Category: Volume 2015-2020 Table 71 Sales of Men’s Jeans by Category: Value 2015-2020 Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2015-2020 Table 73 Sales of Men’s Jeans by Category: % Value Growth 2015-2020 Table 74 Sales of Women’s Jeans by Category: Volume 2015-2020 Table 75 Sales of Women’s Jeans by Category: Value 2015-2020 Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2015-2020 Table 77 Sales of Women’s Jeans by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of Jeans: % Value 2016-2020 Table 79 LBN Brand Shares of Jeans: % Value 2017-2020 Table 80 Forecast Sales of Jeans by Category: Volume 2020-2025 Table 81 Forecast Sales of Jeans by Category: Value 2020-2025 Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2020-2025 Table 83 Forecast Sales of Jeans by Category: % Value Growth 2020-2025 Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2020-2025 Table 85 Forecast Sales of Men’s Jeans by Category: Value 2020-2025 Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2020-2025 Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2020-2025 Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2020-2025 Table 89 Forecast Sales of Women’s Jeans by Category: Value 2020-2025 Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2020-2025 Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2020-2025

Hosiery in Greece

KEY DATA FINDINGS

2020 IMPACT

COVID-19 takes its severest toll upon sheer hosiery in 2020, as women that normally wear it at work and on social occasions demand less of it during lockdown
Non-sheer hosiery remains resilient during COVID-19, cosy socks and sock slippers are highly demanded during lockdown, while fashion socks take a back seat in 2020

RECOVERY AND OPPORTUNITIES

Due to its affordability as well as to a resumption of normal demand, hosiery is expected to be more resilient than most categories over the forecast period
While hosiery overall is set to see higher value and volume CAGRs, men’s hosiery value will likely decline as men are not fashion driven and more willing to trade down
As economic turmoil persists in the country, unbranded hosiery sold at low prices in Greece’s ubiquitous markets will continue to pose a challenge to category growth

CATEGORY DATA

Table 92 Sales of Hosiery by Category: Volume 2015-2020 Table 93 Sales of Hosiery by Category: Value 2015-2020 Table 94 Sales of Hosiery by Category: % Volume Growth 2015-2020 Table 95 Sales of Hosiery by Category: % Value Growth 2015-2020 Table 96 NBO Company Shares of Hosiery: % Value 2016-2020 Table 97 LBN Brand Shares of Hosiery: % Value 2017-2020 Table 98 Forecast Sales of Hosiery by Category: Volume 2020-2025 Table 99 Forecast Sales of Hosiery by Category: Value 2020-2025 Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2020-2025 Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2020-2025

Apparel Accessories in Greece

KEY DATA FINDINGS

2020 IMPACT

Store closures and reduced social activity due to COVID-19 have a severely negative impact on apparel accessories in 2020
Other apparel accessories sees dramatic rise in volume and value in 2020 as demand for reusable face masks surges during the COVID-19 pandemic
Being most often purchased on impulse at retail stores, accessories comprise a smaller share of e-commerce sales than other apparel and footwear categories do

RECOVERY AND OPPORTUNITIES

Low cost of accessories that can spruce up a basic wardrobe will benefit the category when consumers face budget constraints over the forecast period
Ties will see some recovery in 2021 and beyond without reaching pre-pandemic sales levels, while belts are set to flourish in line with fashion trends
Share of apparel accessories sold through e-commerce channel is not expected to increase significantly over the forecast period

CATEGORY DATA

Table 102 Sales of Apparel Accessories by Category: Volume 2015-2020 Table 103 Sales of Apparel Accessories by Category: Value 2015-2020 Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2015-2020 Table 105 Sales of Apparel Accessories by Category: % Value Growth 2015-2020 Table 106 NBO Company Shares of Apparel Accessories: % Value 2016-2020 Table 107 LBN Brand Shares of Apparel Accessories: % Value 2017-2020 Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2020-2025 Table 109 Forecast Sales of Apparel Accessories by Category: Value 2020-2025 Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2020-2025 Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2020-2025

Footwear in Greece

KEY DATA FINDINGS

2020 IMPACT

While footwear overall suffers negative impact from COVID-19 in 2020, sneakers and other comfortable casual shoes benefit the most from the lockdown
Retailers take losses on winter stock they could not sell during lockdown and are further stressed by being low in stock at the start of the spring season
Children’s footwear performs best during lockdown period and in 2020 overall as finding shoes to fit growing children remains a priority for parents during lockdown

RECOVERY AND OPPORTUNITIES

Footwear growth from 2021 onward is expected to continue deriving mainly from casual footwear and sports/sports-inspired shoes in keeping with growing trend
Children’s footwear is set to continue seeing slower value growth than that of its adult counterparts over the forecast period, as average price will decline further

CATEGORY DATA

Table 112 Sales of Footwear by Category: Volume 2015-2020 Table 113 Sales of Footwear by Category: Value 2015-2020 Table 114 Sales of Footwear by Category: % Volume Growth 2015-2020 Table 115 Sales of Footwear by Category: % Value Growth 2015-2020 Table 116 NBO Company Shares of Footwear: % Value 2016-2020 Table 117 LBN Brand Shares of Footwear: % Value 2017-2020 Table 118 Distribution of Footwear by Format: % Value 2015-2020 Table 119 Forecast Sales of Footwear by Category: Volume 2020-2025 Table 120 Forecast Sales of Footwear by Category: Value 2020-2025 Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2020-2025 Table 122 Forecast Sales of Footwear by Category: % Value Growth 2020-2025
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This report originates from Passport, our Apparel and Footwear research and analysis database.

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