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Learn more23 pages, Feb 2018
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Although both socio-political and financial conditions in the country were less volatile in 2017 than earlier in the review period, economic uncertainty remained a reality for most consumers as more austerity measures were implemented and disposable incomes continued to shrink due to increased taxation. With most Greeks thus opting to refrain from any unnecessary expenditure, menswear recorded only a marginal increase in current value terms, with this poor performance set to continue over the forecast period as the Greek economy is unlikely to see any substantial improvement in the near future.
Men’s swimwear continued to record positive current value growth in 2017. This was down to the fact that men are starting to place a greater emphasis on their swimwear, which is increasingly being regarded as a key fashion item.
Men’s underwear, meanwhile, recorded a modest current value decline and is not anticipated to recover in the foreseeable future. The ongoing economic recession will be the main obstacle to growth as demand for underwear, which is a rather mature category, will continue to fall.
The health and wellness trend which gained momentum in Greece over the review period resulted in a notable rise in sporting activities, primarily running, thus providing fertile ground for the growth of sports brands. The popularity of sports-inspired clothing also continued to rise in 2017 as sports apparel and footwear are increasingly being regarded as everyday fashion items by men, especially younger generations, who tend to favour a more athletic look even when they are not taking part in sport.
The same trend favoured outdoor and outdoor-inspired apparel and footwear as men opted to engage in outdoor sports more often when compared to earlier in the review period. Moreover, outdoor-inspired clothing and shoes are increasingly being worn in the city during everyday activities by men thanks to their convenience and comfort.
SPD Hellas continued to lead men’s swimwear in 2017 thanks to the combined shares of its Speedo and O’Neill brands. Speedo recorded an increase in share, along with the sports brands Nike and adidas.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Menswear industry in Greece 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 Greece, 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.