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Menswear in Western Europe

August 2020

Western Europe sees sales decline for menswear over the review period due macroeconomic challenges, aggressive competitive environment and weakened demand. Athleisure and casual clothing trends favour the cheapest categories, such as jeans and tops. The main commonality among the countries is fast fashion’s prominence whose production model is challenged by the Coronavirus pandemic. Economic disparity creates different stages in the evolution of e-commerce over the coming years

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Key findings

Western Europe sees pre-Coronavirus (COVID-19) slight decline in constant terms during the review period

Western Europe, differently from other leading regions, has some countries facing macroeconomic challenges even before the beginning of COVID-19 pandemic. The weakened demand worsened by the sanitary crisis tends to make smaller players more vulnerable.

Athleisure and casual trends favour the cheaper categories, trend reinforced by COVID-19

The transformation of the labour market into less hierarchical structures and the expansion of home office culture are trends reducing the strength of status symbols, such as formal suits and social outfits, the most expensive subcategories.

Jeans and sports-orientated brands see good development and perspectives to remain among the most relevant offers

Fast fashion retailers remain leading but challenged by the slowed demand and by premium jeans and sportswear players bouncing back with competitive offers and stronger credentials of quality, durability and comfort, features commonly seen as neglected by fast fashion model.

The biggest retailers are gaining ground over the smaller ones as the market consolidates

Apparel is a fragmented sector in the region with the top 10 companies comprising only 25% of the market. If the overall industry does not grow, the main growth avenue will occur through market consolidation with mergers and acquisitions, likely to become more intense post-pandemic.

E-commerce advances at different pace across the countries

The urgency of remote interactions imposed by COVID-19 finds diversified levels of economic development and the different average levels of purchasing power among the countries lead to asymmetric stages of e-commerce adhesion.

Gradual recovery is expected over the coming years with macroeconomic factors picking up

Weak historic sales in addition to the dramatic pandemic impact result in the most severe decrease in recent history, with recovery expected at a slow pace and leveraged by the largest economies, notably Germany.

Introduction

Scope
Key findings

Regional Overview

Western Europe grows slower in comparison to other key regions
Forecast for menswear sees slow-paced recovery post-COVID-19
Menswear grows in the UK, but revenues drop in main regional markets
Italy, Germany and France see the strongest declines in sales
Shorts and trousers account for 25% of absolute value sales decline
Product mix strongly varies according to countries’ purchasing power
E-commerce sees the most important growth among channels
Online revolution is still more relevant in the region’s developed markets

Leading Companies and Brands

Few global companies continue gaining share over smaller ones
Zara achieves leadership, followed by fast fashion and sports retailers
Germany and the UK are the main markets of five top players
Fast fashion brands dominate the market, but sports and jeans advance

Forecast Projections

COVID-19 results in slowed pace of regional growth over coming years
COVID-19 deepens the crisis and leads to redesign of fashion industry

Country Snapshots

Austria: market context
Austria: competitive and retail landscape
Denmark: market context
Denmark: competitive and retail landscape
France: market context
France: competitive and retail landscape
Germany: market context
Germany: competitive and retail landscape
Greece: competitive and retail landscape
Greece: market context
Italy: market context
Italy: competitive and retail landscape
Netherlands: market context
Netherlands: competitive and retail landscape
Norway: market context
Norway: competitive and retail landscape
Portugal: market context
Portugal: competitive and retail landscape
Spain: market context
Spain: competitive and retail landscape
Sweden: market context
Sweden: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
UK: market context
UK: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Overview
Competitors
Market overlap
Treemap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

Appendix: Via Pricing

About Via Pricing from Euromonitor International
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