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Learn moreMar 2020
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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 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.
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.
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.
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.
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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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.
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This industry report originates from Passport, our Apparel and Footwear market research database.
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.