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Learn moreMar 2020
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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.
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.
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.
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.
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.
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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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.
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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.