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Country Report

Hosiery in

Hosiery in Austria

Mar 2020

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Low prices and the need to frequently replace hosiery drive category growth in 2019

In 2019 current value sales of both sheer and non-sheer hosiery saw modest growth over that of the previous year. Although market saturation is prevalent, as hosiery is sold by many retailers, consumers tend to replace hosiery often due to high wear and tear, thereby keeping demand, especially for sheer hosiery, very stable.

Sheer hosiery registers growth in line with rising sales of dresses, suits and skirts while non-sheer hosiery benefits from growing casual wear trend

Sheer hosiery registers positive growth in line with positive growth of other womenswear’s categories such as suits, dresses and skirts, and all three of these categories saw similar upticks in value growth to that of sheer hosiery in 2019. Another reason demand for sheer hosiery remains steady is that many women prefer wearing tights (even in summer) for aesthetic reasons.

While mass hosiery may remain the most demanded, upmarket hosiery is set to gain more traction

Over the forecast period, market saturation is expected to remain a limiting factor for growth of hosiery, but while mass hosiery may suffer from discounting, low pricing and a lack of novelty, designers will continue to transform premium hosiery collections into fashion statements and that is expected to drive higher sales. Moreover, impulse buying will remain a positive counterbalance to some of the otherwise limiting trends.

COMPETITIVE LANDSCAPE

Mass retailer H&M defends its position as premium brands gain greater traction

The mass retailer Hennes & Mauritz with its low-cost H&M brand remained the strongest player and maintained its leading value share in 2019 despite all the competition from other players in this highly fragmented category. H&M prospers with both sheer- and non-sheer hosiery, which consumers tend to purchase at the store when they do their other shopping.

Calzedonia and Falke use innovation to great effect, with one focusing on fashion details and the other on function

Innovation in hosiery comes predominantly from upmarket hosiery specialists looking to differentiate their ranges through added-value and premium items. Although general limits on value growth have relegated hosiery to an insignificant area of mass apparel, with very little investment in new product development, Calzedonia and Falke have both used innovation to boost their sales and increase their value shares and, as previously noted, both companies have improved their performance in Austria annually for several years.

Established hosiery specialists and sports brands have good growth prospects, but competition will intensify as e-commerce players expand their hosiery ranges

There are growth opportunities for established hosiery specialists over the forecast period, as well as for sports brands such as adidas, Under Armour and Nike, which have been gaining traction in line the current sports-orientated trend. Competition is set to intensify in the coming years, however, as the large number of established players are joined by more e-commerce players seeking to expand their hosiery ranges to appeal to young consumers.

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Hosiery Sample Report Hosiery Sample Data

Overview

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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.

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Overview

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

The Hosiery in Austria 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 Hosiery in Austria?
What are the major brands in Austria?
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.

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Hosiery in Austria - Category analysis

HEADLINES

PROSPECTS

Low prices and the need to frequently replace hosiery drive category growth in 2019

Sheer hosiery registers growth in line with rising sales of dresses, suits and skirts while non-sheer hosiery benefits from growing casual wear trend

While mass hosiery may remain the most demanded, upmarket hosiery is set to gain more traction

COMPETITIVE LANDSCAPE

Mass retailer H&M defends its position as premium brands gain greater traction

Calzedonia and Falke use innovation to great effect, with one focusing on fashion details and the other on function

Established hosiery specialists and sports brands have good growth prospects, but competition will intensify as e-commerce players expand their hosiery ranges

CATEGORY DATA

Table 1 Sales of Hosiery by Category: Volume 2014-2019
Table 2 Sales of Hosiery by Category: Value 2014-2019
Table 3 Sales of Hosiery by Category: % Volume Growth 2014-2019
Table 4 Sales of Hosiery by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Hosiery: % Value 2015-2019
Table 6 LBN Brand Shares of Hosiery: % Value 2016-2019
Table 7 Forecast Sales of Hosiery by Category: Volume 2019-2024
Table 8 Forecast Sales of Hosiery by Category: Value 2019-2024
Table 9 Forecast Sales of Hosiery by Category: % Volume Growth 2019-2024
Table 10 Forecast Sales of Hosiery by Category: % Value Growth 2019-2024

Apparel and Footwear in Austria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear market sees modest value growth, driven by demand for sportswear, fast fashion and childrenswear

Austria remains a stronghold for discounters, changing purchasing patterns, escalating market saturation and transforming category dynamics

Fast fashion giants, discounters, sports brands and luxury brands are among the many players in Austria’s highly fragmented competitive landscape

E-commerce keeps gaining ground on store-based retailing, driven by sales to millennials and generation Z, who are the highest spenders on apparel and footwear

Apparel and footwear is set to achieve higher value growth over the forecast period, despite ongoing factors that constrain growth potential

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 12 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 17 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Hosiery in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Low prices and the need to frequently replace hosiery drive category growth in 2019

Sheer hosiery registers growth in line with rising sales of dresses, suits and skirts while non-sheer hosiery benefits from growing casual wear trend

While mass hosiery may remain the most demanded, upmarket hosiery is set to gain more traction

COMPETITIVE LANDSCAPE

Mass retailer H&M defends its position as premium brands gain greater traction

Calzedonia and Falke use innovation to great effect, with one focusing on fashion details and the other on function

Established hosiery specialists and sports brands have good growth prospects, but competition will intensify as e-commerce players expand their hosiery ranges

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Overview

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Table of Contents

Hosiery in Austria - Category analysis

HEADLINES

PROSPECTS

Low prices and the need to frequently replace hosiery drive category growth in 2019

Sheer hosiery registers growth in line with rising sales of dresses, suits and skirts while non-sheer hosiery benefits from growing casual wear trend

While mass hosiery may remain the most demanded, upmarket hosiery is set to gain more traction

COMPETITIVE LANDSCAPE

Mass retailer H&M defends its position as premium brands gain greater traction

Calzedonia and Falke use innovation to great effect, with one focusing on fashion details and the other on function

Established hosiery specialists and sports brands have good growth prospects, but competition will intensify as e-commerce players expand their hosiery ranges

CATEGORY DATA

Apparel and Footwear in Austria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear market sees modest value growth, driven by demand for sportswear, fast fashion and childrenswear

Austria remains a stronghold for discounters, changing purchasing patterns, escalating market saturation and transforming category dynamics

Fast fashion giants, discounters, sports brands and luxury brands are among the many players in Austria’s highly fragmented competitive landscape

E-commerce keeps gaining ground on store-based retailing, driven by sales to millennials and generation Z, who are the highest spenders on apparel and footwear

Apparel and footwear is set to achieve higher value growth over the forecast period, despite ongoing factors that constrain growth potential

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

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