Menswear witnessed a huge decline in sales in 2020 with the measures taken to control COVID-19 having a devastating effect. Like with womenswear, the shift to work-from-home arrangements and the postponement of social engagements removed the incentive to buy new or replacement items of apparel.
Prior to the outbreak of COVID-19 there had been a growing athleisure trend within menswear supported by increasingly casual dress codes in the workplace and a growing focus on health and fitness. This trend translated well into the circumstances created by COVID-19 in 2020, with consumers valuing comfort over style in many cases.
In an effort to sustain volume sales and clear stocks, many retailers introduced widespread discounting and promotional activities. This was reflected in the average unit price of menswear which dropped sharply in 2020.
Menswear is expected to start showing signs of a recovery in 2021 as Austria begins its COVID-19 vaccination programme. Consumers are expected to make purchases they had postponed during 2020, taking advantage of sales to replace items such as men’s suits, shirts, and jackets and coats.
Two of the main drivers of sales of menswear in Austria are an active social life and professional attire. Due to COVID-19 most consumers’ social lives were put on hold during 2020, and therefore the reopening of food and entertainment venues without restrictions should help drive demand for menswear.
For many men, shopping for menswear is not considered an especially enjoyable experience and therefore e-commerce is expected to gain more share over the forecast period after a strong showing in 2020. More consumers familiarised themselves with shopping online during 2020, with e-commerce accounting for almost a third of all value sales of apparel by the end of the year.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Menswear research and analysis database.
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