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Country Report

Womenswear in

Womenswear in Austria

Mar 2020

US$990

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Executive Summary

New Report Guarantee

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

Value growth remains flat as women remain price sensitive and selective, while preferring to look for discounted items and other bargains in stores and online

Womenswear saw relatively flat value growth overall in 2019 due to lower unit prices and, in some cases, unit price decreases, although several categories saw a slight improvement in growth over the previous year. Women’s underwear continued to see the highest growth, as underwear quickly wears out and is more often replaced.

Women increasingly opt for casual comfort and convenience while generally taking a pragmatic approach to choosing fashion that expresses their individuality

Austrian women continue to show a preference for casual comfort and convenience over the formality of clothing in both everyday life and the business environment, thus boosting sales of jeans and tops in 2019. However, women’s dresses also posted similar growth in 2019.

While growth is set to be higher over the forecast period, market saturation, price sensitivity and cautious spending behaviour will limit growth potential

Over the forecast period, womenswear is expected to see faster retail volume and current value growth, as consumer confidence is expected to grow in line with ongoing improvement in Austria’s economic performance. However, market saturation, price sensitivity and selective and cautious spending behaviours are set to continue to limit growth potential.

COMPETITIVE LANDSCAPE

H&M maintains its lead but loses value share in the face of stronger competition

Womenswear is highly fragmented in Austria, with the top five players accounting for less than a quarter of total sales. Hennes & Mauritz (H&M) is still the leading player, but it continued to lose value share in 2019, for the third consecutive year.

Fast fashion and other lower-cost players truly govern sales of womenswear

Among the other fast fashion and lower-cost players that have been challenging H&M in recent years, second-ranked C&A Mode, third-ranked Textile and sixth-ranked NKD Österreich all saw higher value growth than H&M did in 2019, and NKD posted the highest growth among them all. The low-cost companies are the ones that truly govern value sales of womenswear in Austria.

High cost structures, competition from other stores and e-commerce and changing weather patterns offset steps store owners are taking to increase foot traffic

Retailers with physical stores have begun to focus on advancing such concepts such as sustainability and fair/green fashion, and on offering advisory personnel and/or personalisation to attract consumers. However, brick-and-mortar fashion retailers in Austria continue to be squeezed by large cost structures, strong competition with other stores and the rapid growth of e-commerce.

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Womenswear Market Sample Report Womenswear Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Womenswear 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 Womenswear industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Womenswear 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 Womenswear 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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Womenswear in Austria - Category analysis

HEADLINES

PROSPECTS

Value growth remains flat as women remain price sensitive and selective, while preferring to look for discounted items and other bargains in stores and online

Women increasingly opt for casual comfort and convenience while generally taking a pragmatic approach to choosing fashion that expresses their individuality

While growth is set to be higher over the forecast period, market saturation, price sensitivity and cautious spending behaviour will limit growth potential

COMPETITIVE LANDSCAPE

H&M maintains its lead but loses value share in the face of stronger competition

Fast fashion and other lower-cost players truly govern sales of womenswear

High cost structures, competition from other stores and e-commerce and changing weather patterns offset steps store owners are taking to increase foot traffic

CATEGORY DATA

Table 1 Sales of Womenswear by Category: Volume 2014-2019
Table 2 Sales of Womenswear by Category: Value 2014-2019
Table 3 Sales of Womenswear by Category: % Volume Growth 2014-2019
Table 4 Sales of Womenswear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Womenswear: % Value 2015-2019
Table 6 LBN Brand Shares of Womenswear: % Value 2016-2019
Table 7 NBO Company Shares of Women's Nightwear: % Value 2015-2019
Table 8 LBN Brand Shares of Women's Nightwear: % Value 2016-2019
Table 9 NBO Company Shares of Women's Outerwear: % Value 2015-2019
Table 10 LBN Brand Shares of Women's Outerwear: % Value 2016-2019
Table 11 NBO Company Shares of Women’s Swimwear: % Value 2015-2019
Table 12 LBN Brand Shares of Women’s Swimwear: % Value 2016-2019
Table 13 NBO Company Shares of Women's Underwear: % Value 2015-2019
Table 14 LBN Brand Shares of Women's Underwear: % Value 2016-2019
Table 15 Forecast Sales of Womenswear by Category: Volume 2019-2024
Table 16 Forecast Sales of Womenswear by Category: Value 2019-2024
Table 17 Forecast Sales of Womenswear by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Womenswear 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

Womenswear in Austria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Value growth remains flat as women remain price sensitive and selective, while preferring to look for discounted items and other bargains in stores and online

Women increasingly opt for casual comfort and convenience while generally taking a pragmatic approach to choosing fashion that expresses their individuality

While growth is set to be higher over the forecast period, market saturation, price sensitivity and cautious spending behaviour will limit growth potential

COMPETITIVE LANDSCAPE

H&M maintains its lead but loses value share in the face of stronger competition

Fast fashion and other lower-cost players truly govern sales of womenswear

High cost structures, competition from other stores and e-commerce and changing weather patterns offset steps store owners are taking to increase foot traffic

Samples

Overview

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Table of Contents

Womenswear in Austria - Category analysis

HEADLINES

PROSPECTS

Value growth remains flat as women remain price sensitive and selective, while preferring to look for discounted items and other bargains in stores and online

Women increasingly opt for casual comfort and convenience while generally taking a pragmatic approach to choosing fashion that expresses their individuality

While growth is set to be higher over the forecast period, market saturation, price sensitivity and cautious spending behaviour will limit growth potential

COMPETITIVE LANDSCAPE

H&M maintains its lead but loses value share in the face of stronger competition

Fast fashion and other lower-cost players truly govern sales of womenswear

High cost structures, competition from other stores and e-commerce and changing weather patterns offset steps store owners are taking to increase foot traffic

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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