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Country Report

Menswear in

Menswear 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

Casual dress codes and ongoing engagement in sports and outdoor activities combined with increased fashion consciousness results in modest growth

Menswear again registered modest growth in 2019, driven by the greater interest in casual, sports and outdoor apparel and further supported by a healthy economy. The trend towards casual dress codes in Austria boosted value growth of all price segments of jeans in 2019 as well as faster growth for men’s tops.

Menswear increasingly appeals to younger adults seeking to benefit socially from keeping up with fashion trends, but this demographic comprises a narrow audience

Men of all ages are translating their newfound interest in men’s fashion into shopping for menswear online, where they have a huge choice of styles within a wide variety of price ranges. Contemporary men, and especially millennials, want to keep up with their peers and female counterparts when it comes to style and appearance, as they perceive that keeping up with fashion trends will help boost their image and impress friends.

Demand for fast fashion and traditional menswear is set to continue, but retailers will be increasingly challenged as competition, including from e-commerce, intensifies

Young men, especially in cities, lead modern lifestyles, and they are showing a strong shift towards informality. The popularity of the café culture and spending time with friends support the demand for casual and comfortable, but elegant clothing.

COMPETITIVE LANDSCAPE

Large fast fashion players offering menswear at lower cost hold the leading shares, but premium jeans gain value share for the fourth consecutive year

Menswear is highly fragmented category, as reflected in the fact that the top five companies accounted for less than one quarter of retail value sales in 2019. The most successful companies offer good performance/price ratios, as Austrian men tend to be price sensitive and traditional in their approach to clothing and opt for mid-priced to economy ranges.

Demand for sportswear, sports-inspired and otherwise casual apparel boosts Nike and others as well as sales of higher-priced menswear brands such as Hugo Boss

Sportswear and sports-inspired fashion players such as adidas, Nike and VF Europe BVBA also were performing well in 2019; Nike, for example, saw its rank within menswear improve by two notches and VF Europe moved up in rank from 34 to 33. Aside from sportswear and sports-inspired fashion, the general trend among Austrians for casualisation continued to boost sales of higher-priced menswear brands such as Levi’s, which saw double-digit value growth, Hugo Boss, Tommy Hilfiger and Ralph Lauren over the year.

Young men are the most avid buyers of menswear, benefiting pure e-commerce retailers

The participation of a large number of companies broadens the apparel choice for men, but increases competition and discounting, which limits the revenue potential of individual players. On the other hand, good news for menswear players has been an increase in the number of men that are attracted by the high convenience and special deals available through the e-commerce channel.

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Menswear Market Sample Report Menswear Market 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 Menswear 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 Menswear industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Menswear 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 Menswear 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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Menswear in Austria - Category analysis

HEADLINES

PROSPECTS

Casual dress codes and ongoing engagement in sports and outdoor activities combined with increased fashion consciousness results in modest growth

Menswear increasingly appeals to younger adults seeking to benefit socially from keeping up with fashion trends, but this demographic comprises a narrow audience

Demand for fast fashion and traditional menswear is set to continue, but retailers will be increasingly challenged as competition, including from e-commerce, intensifies

COMPETITIVE LANDSCAPE

Large fast fashion players offering menswear at lower cost hold the leading shares, but premium jeans gain value share for the fourth consecutive year

Demand for sportswear, sports-inspired and otherwise casual apparel boosts Nike and others as well as sales of higher-priced menswear brands such as Hugo Boss

Young men are the most avid buyers of menswear, benefiting pure e-commerce retailers

CATEGORY DATA

Table 1 Sales of Menswear by Category: Volume 2014-2019
Table 2 Sales of Menswear by Category: Value 2014-2019
Table 3 Sales of Menswear by Category: % Volume Growth 2014-2019
Table 4 Sales of Menswear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Menswear: % Value 2015-2019
Table 6 LBN Brand Shares of Menswear: % Value 2016-2019
Table 7 NBO Company Shares of Men’s Nightwear: % Value 2015-2019
Table 8 LBN Brand Shares of Men’s Nightwear: % Value 2016-2019
Table 9 NBO Company Shares of Men’s Outerwear: % Value 2015-2019
Table 10 LBN Brand Shares of Men’s Outerwear: % Value 2016-2019
Table 11 NBO Company Shares of Men’s Swimwear: % Value 2015-2019
Table 12 LBN Brand Shares of Men’s Swimwear: % Value 2016-2019
Table 13 NBO Company Shares of Men’s Underwear: % Value 2015-2019
Table 14 LBN Brand Shares of Men’s Underwear: % Value 2016-2019
Table 15 Forecast Sales of Menswear by Category: Volume 2019-2024
Table 16 Forecast Sales of Menswear by Category: Value 2019-2024
Table 17 Forecast Sales of Menswear by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Menswear 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 19 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 20 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 21 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 22 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 24 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 25 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 26 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 27 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 28 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 29 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Menswear in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Casual dress codes and ongoing engagement in sports and outdoor activities combined with increased fashion consciousness results in modest growth

Menswear increasingly appeals to younger adults seeking to benefit socially from keeping up with fashion trends, but this demographic comprises a narrow audience

Demand for fast fashion and traditional menswear is set to continue, but retailers will be increasingly challenged as competition, including from e-commerce, intensifies

COMPETITIVE LANDSCAPE

Large fast fashion players offering menswear at lower cost hold the leading shares, but premium jeans gain value share for the fourth consecutive year

Demand for sportswear, sports-inspired and otherwise casual apparel boosts Nike and others as well as sales of higher-priced menswear brands such as Hugo Boss

Young men are the most avid buyers of menswear, benefiting pure e-commerce retailers

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Overview

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Table of Contents

Menswear in Austria - Category analysis

HEADLINES

PROSPECTS

Casual dress codes and ongoing engagement in sports and outdoor activities combined with increased fashion consciousness results in modest growth

Menswear increasingly appeals to younger adults seeking to benefit socially from keeping up with fashion trends, but this demographic comprises a narrow audience

Demand for fast fashion and traditional menswear is set to continue, but retailers will be increasingly challenged as competition, including from e-commerce, intensifies

COMPETITIVE LANDSCAPE

Large fast fashion players offering menswear at lower cost hold the leading shares, but premium jeans gain value share for the fourth consecutive year

Demand for sportswear, sports-inspired and otherwise casual apparel boosts Nike and others as well as sales of higher-priced menswear brands such as Hugo Boss

Young men are the most avid buyers of menswear, benefiting pure e-commerce retailers

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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