Calzedonia Hungary Kft extended its lead in hosiery in 2020 with its Calzedonia brand ahead of rival Tesco-Globál Áruházak Zrt’s private label brand F&F. The former benefited from its wide range of high-quality products aimed mainly at women, demand for which has been on the rise as a result of improving economic conditions, despite the pandemic.
Lockdown and restrictions on formal and social occasions saw sheer hosiery suffer significant losses in the first half of 2020, while increased interest in sports mitigated losses in non-sheer hosiery to some extent as consumers purchased sport-specific training socks to accompany other sportswear purchases for activities such as running and cycling. Interest in fluffy and comfortable socks for wearing at home was also more evident than interest in specialist hosiery items such as fishnet tights and stockings.
In addition to the popularity of Tesco-Globál Áruházak Zrt’s private label brand F&F, Lidl Magyarorszag Kereskedelmi maintained its share in hosiery in 2020 with its eponymous brand, whose products are well placed in the discounter’s outlets in comparison to larger apparel items, as hangers are not required. In addition, price-conscious consumers value the price-to-quality ratio of private label products.
Although Calzedonia is expected to retain its lead in hosiery across the forecast period thanks to its wide portfolio of high-quality products (which includes not only socks for everyday use but also fitness socks) and its strong online presence, the company will face ongoing competition from Tesco-Globál Áruházak Zrt’s private label brand F&F, which offers a range of products with a good price-to-quality ratio, appealing to Hungarians whose budgets have become constrained as a result of the COVID-19 pandemic.
Non-sheer hosiery will continue to record stronger growth in volume terms than sheer hosiery over the forecast period, although the latter will perform better in current value terms as premiumisation and demand for more specialised products grow. Growing health consciousness and sports and fitness trends will support sales of sport/fitness socks among both male and female consumers.
Colourful and vibrant sheer hosiery will remain fashionable and will become more of a fashion accessory, with complementary and contrasting colours used in conjunction with several outfits, such as patterned dresses and midi-skirts. Coloured tights, lace tights, knee socks and patterned socks for male shoppers increased in popularity during the review period, and new product development in the future is likely to build on these trends.
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This report originates from Passport, our Hosiery research and analysis database.
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