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Learn moreMar 2019
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In 2018, menswear registered growth, supported by a healthy economy and the high interest in their appearance by young men. This interest is spurred on by exposure to social media.
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.
The demand for large and XL sizes in traditional styles is also high in Austria. A study published by the University of Vienna in 2017 indicates that 1-in-4 15-25-year-old males and 1-in-2 51-65-year-old males are either overweight or obese.
Menswear remains highly fragmented, with the top five companies accounting for less than one quarter of retail value sales in 2018. 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.
The number of men shopping online increased in 2018. They are attracted by the high convenience and special deals available through this channel.
Leading retailers are expected to broaden their menswear ranges with the offer of a large choice of styles at affordable prices. However, the price-sensitivity of men and high brand rivalry are likely to make the competitive environment tough for many players.
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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:
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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.