There was an ongoing trend towards sportswear and more casual clothing in 2021, with women spending long periods of time at home and thus valuing comfort. Women’s leggings continued to perform well in 2021 with it being among the few categories that also posted an increase in retail volume terms in 2020.
Retailers witnessed steep losses in sales of womenswear due to store closures in 2020 and 2021. In response, many retailers implemented aggressive discounting as a strategy to boost consumption and to move stock as stores reopened in May.
As a result of home seclusion and the lockdown in 2020 and 2021 there was a strong interest in home wear, including women’s nightwear, robes, and pyjamas. Meanwhile, office clothing such as women’s suits, shirts and blouses and formal trousers and skirts continued to see declining sales in 2021 with many women continuing to work from home, especially during the first half of the year.
Most categories of womenswear should start to recover from 2022 onwards as many consumers have been holding back on purchasing new apparel items apart from essentials. As life starts to return to some degree of normality demand for womenswear will rise, although many consumers will likely remain more price sensitive due to the impact of COVID-19 upon the economy.
Aside from sportswear brands, fast fashion brands such as H&M and Zara also hold strong positions, with women attracted to their offer of the latest fashions but at affordable prices. In 2020 Hennes & Mauritz (H&M) opened its first COS outlet in Greece in Athens Golden Hall.
The recovery of tourism in Greece will also be key to the recovery of womenswear as tourists account for a significant share of apparel sales over the summer months. Many luxury brands even have brand-owned boutiques on islands like Mykonos and Santorini and these were heavily impacted by the sharp drop in tourism flows in 2020/2021.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Womenswear industry in Greece, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Womenswear research and analysis database.
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