Executive Summary

Mar 2019
PROSPECTS
Low consumer confidence hinders growth

Even though 2018 witnessed the end of the last memorandum of the Greek Economic Adjustment Programme put in place in 2010 to cope with the Greek government debt crisis, consumer confidence and purchasing power remained low. This posed an obstacle to growth for childrenswear, as Greeks remained frugal in their spending and limited their buys to the most essential items.

Baby and toddler wear suffers from the declining birth rate

The financial downturn that has plagued Greece since 2009 led to a significant decline in birth rates over the review period, thus posing an obstacle to growth of baby and toddler wear. Nevertheless, a small rise in the number of births in 2016 prevented further declines, with retail volume sales recording marginal increases in 2017 and 2018.

Average unit prices continue to fall

Most Greeks continued to face difficult financial circumstances in 2018 and thus remained highly price sensitive when it came to purchasing childrenswear, opting for economy brands in an attempt to cut down on their expenses. Consequently, average unit prices of childrenswear recorded further declines.

COMPETITIVE LANDSCAPE
Mayoral Hellas leads childrenswear

Mayoral Hellas remained the leader in childrenswear, achieving a further increase in retail value sales in 2018. The brand is a strong and well-established name in Greece, while it is also regarded as offering good quality products at affordable prices.

Large mmultinational brands gain share

Zara Kids and H&M claimed second and third places in childrenswear, with their sales continuing to grow in 2018, whilst the former opened a new store.

Sports brands become more popular

The shift towards sports apparel in childrenswear, which gathered pace over the review period, continued in 2018. This benefited sportswear-specific brands, with most witnessing increases in their retail value sales.

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Childrenswear in Greece

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Greece 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 Childrenswear industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Greece 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 Childrenswear in Greece?
  • What are the major brands in Greece?
  • 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 Apparel and Footwear market research database.

Childrenswear in Greece - Category analysis

HEADLINES

PROSPECTS

Low consumer confidence hinders growth
Baby and toddler wear suffers from the declining birth rate
Average unit prices continue to fall

COMPETITIVE LANDSCAPE

Mayoral Hellas leads childrenswear
Large mmultinational brands gain share
Sports brands become more popular

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Greece - Industry Overview

EXECUTIVE SUMMARY

Low consumer confidence an obstacle to growth
Casualwear and sportswear remain in the spotlight
Large multintionals gain share, whilst local players stand their ground
Internet retailing on the rise
Poor performance is set to continue

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Apparel and Footwear in Greece - Industry Overview

EXECUTIVE SUMMARY

Low consumer confidence an obstacle to growth
Casualwear and sportswear remain in the spotlight
Large multintionals gain share, whilst local players stand their ground
Internet retailing on the rise
Poor performance is set to continue

MARKET DATA

Table 23 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 24 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 25 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 26 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 28 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 29 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 30 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 31 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 32 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 33 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources