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Country Report
Apparel and Footwear in
Hungary
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Apparel and Footwear in Hungary
Feb 2021
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Executive Summary
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COVID-19 impact on apparel and footwear
The effect of the COVID-19 pandemic on sales of apparel and footwear was significant in Hungary in 2020. According to the Central Statistical Office’s April retail data, the turnover of textile, clothing and footwear stores decreased by 90%, and not simply as a result of fashion stores closing during the lockdown.
COVID-19 country impact
The Hungarian government launched its official COVID-19 webpage and Facebook page on 4 March 2020, the same day as the first cases were announced in the country. The government declared an indefinite state of emergency on 11 March, which saw public gatherings in an enclosed space with more than 100 people prohibited, sporting events that could attract more than 500 spectators held behind closed doors and foreign exchange programmes suspended.
Company response
The changing habits and the caution of local consumers posed a challenge to clothing stores, which had to devise new sales and communication strategies very quickly. Pricing policies had to be clearly defined, and the availability of certain product groups increased and was barrier-free.
Retailing shift
E-commerce remained the most dynamic distribution channel in apparel and footwear in 2020. Local consumers chose online stores over traditional stores primarily because they could often buy the products they were looking for at a lower price.
What next for apparel and footwear?
The Hungarian fashion industry will not continue as before, not least because consumer preferences and mindsets have changed. Many shoppers are affected by or fear the economic recession resulting from COVID-19, so they have adopted more cautious spending habits.
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Overview
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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.
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Request more informationTable of Contents
Apparel and Footwear in Hungary
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 2015-2020Table 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 1 Fashion Face Masks Usage, Pricing and Market Sizes in Eastern Europe – 2020DISCLAIMER
SOURCES
Summary 2 Research SourcesWomenswear in Hungary
KEY DATA FINDINGS
2020 IMPACT
Fast fashion retailers strengthen their positions in 2020
Although womenswear sees a decline overall, some categories fare better than others during the pandemic
Despite challenges, Pepkor Hungary goes from strength to strength
RECOVERY AND OPPORTUNITIES
Womenswear set to recover quickly and post strong growth over the forecast period
Economy and standard products will drive growth in womenswear
Practicality and comfort will remain important for Hungarian women
CATEGORY DATA
Table 13 Sales of Womenswear by Category: Volume 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
Decline across menswear categories, but some fare better than others
Fast fashion chains retain strong positions in menswear in 2020
E-commerce gets a boost in 2020 as men shop from the comfort of their homes
RECOVERY AND OPPORTUNITIES
Menswear will recover quickly and register strong growth over the forecast period
Economy and standard products will drive growth in menswear, but sustainability concerns will grow
Practicality and comfort will remain important for Hungarian men
CATEGORY DATA
Table 31 Sales of Menswear by Category: Volume 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
Childrenswear sees a decline in 2020 but at a slower rate than womenswear and menswear
Online sales of childrenswear get a boost in 2020 as busy parents seek safe and convenient ways to shop
Pepkor Hungary maintains the lead in childrenswear in 2020
RECOVERY AND OPPORTUNITIES
Population trends will impact sales of childrenswear over the forecast period
Lead player Pepkor will face increasing competition from Tesco in the future
E-commerce will continue to grow over the forecast period thanks to the convenience and variety it offers
CATEGORY DATA
Table 49 Sales of Childrenswear by Category: Volume 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
Sports-inspired apparel outperforms performance and outdoor apparel in 2020
Tízpróba Magyarország maintains its lead but with a reduced share
Global brands remain strong in sports footwear in 2020
RECOVERY AND OPPORTUNITIES
Economic recovery will see demand for outdoor and performance apparel increase once more
Hervis will press ahead with business expansion plans
Online gym channels will boost sales of sportswear in the future
CATEGORY DATA
Table 59 Sales of Sportswear by Category: Value 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
At-home trends lead to a decline in sales of jeans in 2020
Pepkor Hungary expands its network and increases its share in jeans in 2020
H&M Hennes & Mauritz maintains second ranking in a fragmented category
RECOVERY AND OPPORTUNITIES
Standard jeans will remain the most popular sub-category across the forecast period
Sustainability and e-commerce will be key trends over the forecast period
Short-term baby boom will see demand for maternity and stretch jeans increase
CATEGORY DATA
Table 66 Sales of Jeans by Category: Volume 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
Calzedonia Hungary extends its lead in hosiery ahead of Tesco
Sporting activities and comfort drive trends in hosiery in 2020
Lidl Magyarorszag Kereskedelmi maintains its share thanks to good price-to-quality ratio
RECOVERY AND OPPORTUNITIES
Calzedonia Hungary will remain the clear leader but face ongoing competition from private label
Fashion and sporting trends will drive growth in the future
Colourful and vibrant sheer hosiery will build on existing trends
CATEGORY DATA
Table 92 Sales of Hosiery by Category: Volume 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
A boom in demand for face masks elevates overall sales within apparel accessories in 2020
Mdo extends its lead in 2020 in a fragmented category
Private label brands maintain their strong rankings despite some loss of share
RECOVERY AND OPPORTUNITIES
Sales of winter accessories will recover as restrictions ease but non-essential and premium accessories will struggle to gain ground
Retailers will use apparel accessories as a means of boosting revenues
Hats/caps will perform well as they become increasingly fashionable
CATEGORY DATA
Table 102 Sales of Apparel Accessories by Category: Volume 2015-2020Table 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 Hungary
KEY DATA FINDINGS
2020 IMPACT
Heavy losses for footwear in the first half of 2020 but some recovery later in the year
Deichmann Cipokereskedelmi gains share to consolidate its lead over CCC Hungary Shoes
Sports footwear brands remain popular among men in 2020
RECOVERY AND OPPORTUNITIES
E-commerce will get a boost but to a lesser extent than in other apparel categories
Drivers for growth in men’s and women’s footwear will continue to diverge
Sports footwear and value for money ranges will continue to perform well over the forecast period
CATEGORY DATA
Table 112 Sales of Footwear by Category: Volume 2015-2020Table 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
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.
Want to find out more about this report?
Request more informationComplete Catalogue
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- C&J Clark International Ltd in Apparel and Footwear | Apr 2016
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- SuperGroupPlc in Apparel and Footwear | Apr 2018
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- The Gap Inc in Apparel and Footwear | Apr 2018
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Complete Catalogue
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- Apparel and Footwear in Austria | Mar 2021
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- Apparel and Footwear in Egypt | Feb 2021
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- Apparel and Footwear in Germany | Mar 2021
- Apparel and Footwear in Greece | Feb 2021
- Apparel and Footwear in Hong Kong, China | Feb 2021
- Apparel and Footwear in India | Feb 2021
- Apparel and Footwear in Indonesia | Feb 2021
- Apparel and Footwear in Israel | Feb 2021
- Apparel and Footwear in Italy | Feb 2021
- Apparel and Footwear in Japan | Feb 2021
- Apparel and Footwear in Malaysia | Feb 2021
- Apparel and Footwear in Mexico | Feb 2021
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- Apparel and Footwear in Nigeria | Feb 2021
- Apparel and Footwear in Norway | Feb 2021
- Apparel and Footwear in Poland | Feb 2021
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- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
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- Big World: Impact of the Obesity Pandemic on Global Marketing Strategies | Jun 2008
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- Shopping for Pleasure: The Development of Shopping as a Leisure Pursuit | May 2008
- The Green (and Variegated) Consumer | Mar 2008
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- Abercrombie & Fitch Co in Apparel and Footwear | Apr 2018
- adidas Group in Apparel and Footwear | Jan 2019
- Adidas In Apparel and Footwear | Apr 2021
- American Eagle Outfitters Inc in Apparel and Footwear | Dec 2018
- Anta (China) Co Ltd in Apparel and Footwear | Jan 2021
- ASOS Plc in Apparel and Footwear | Oct 2017
- Associated British Foods Plc (ABF) in Apparel | Jul 2015
- C&A Mode AG in Apparel and Footwear | Jun 2015
- C&J Clark International Ltd in Apparel and Footwear | Apr 2016
- Cofra Holding AG in Apparel | Jul 2012
- Esprit Holdings Ltd in Apparel | Sep 2013
- Fast Retailing Co Ltd in Apparel and Footwear | Sep 2019
- Gap Inc, The in Apparel and Footwear | Jun 2019
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- Inditex, Industria de DisenoTextil SA in Apparel and Footwear | Oct 2019
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- Nike Inc in Apparel and Footwear | Jun 2019
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- SuperGroupPlc in Apparel and Footwear (Global) | Sep 2016
- The Gap Inc in Apparel and Footwear | Apr 2018
- Under Armour Inc in Apparel and Footwear | Dec 2019
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