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Apparel and footwear in Austria sees cautious consumer spending due to economic uncertainty
The Austrian apparel and footwear market in 2025 was marked by cautious consumer spending due to economic uncertainty, although it showed signs of stabilisation as it recorded 2% current value growth to reach sales of EUR9.9 billion. Consumers increasingly prioritised sustainability, value and durability, driving demand for eco-friendly and ethically produced items. The market is forecast to continue its polarisation trend, with a CAGR of 2% to EUR10.7 billion by 2030. Brands that adopt omnichannel strategies, invest in digital innovation and prioritise sustainability are likely to succeed in this evolving landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Austria 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear in Austria?
- Which are the leading brands in Austria?
- How are products distributed in Austria?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel and Footwear in Austria?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Austria
Apparel and footwear in Austria sees cautious consumer spending due to economic uncertainty
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Consumers prioritise sustainability and value in Austrian apparel and footwear
Largest and fastest-growing categories drive market dynamics
Sustainability and circular fashion models shaping the Austrian apparel and footwear industry
Brands leveraging tech-driven solutions to meet evolving demands
Sustainability and digital innovation will drive growth in key categories
Circular fashion models will continue gaining traction as sustainability concerns rise
Leading brands maintain their positions through omnichannel strategies
Emerging players and product launches reshape competitive dynamics
Chart 3 H&M Atelier is the Latest Attempt by H&M to Diversify its Menswear Range
Physical stores remain dominant despite e-commerce growth
Retail e-commerce drives growth with AI-powered innovations
Chart 4 The Zalando Assistant – More Personal and Smarter
Continued polarisation and e-commerce expansion expected to be seen
Sustainability drives product innovation with eco-friendly materials
Chart 5 New Company Solk Launches a Bio-Circular Sneaker
Business impact of sustainable innovations is significant
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Austria 2025
Chart 8 Key Insights on Consumers in Austria 2025
Chart 9 Consumer Landscape in Austria 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Austria
KEY DATA FINDINGS
Inflation drives positive current value growth in Austrian childrenswear in 2025
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Parents prioritise eco-friendly and affordable childrenswear options
Resale and rental drive sustainable childrenswear consumption
Regulatory developments influence product standards and sustainability
Parents driving demand for sustainable and personalised childrenswear
Technological advancements to enhance production and the shopping experience
Shifting consumer preferences to influence childrenswear sales
Leading brands maintain dominance through value and omnichannel strategies
Chart 12 Fussl Gains Share by Appealing to Price-Conscious Consumers
Market polarisation drives demand for affordable and sustainable options
Offline retail remains dominant despite e-commerce growth
E-commerce gains traction with technological advancements
Omnichannel presence becoming increasingly important
Sustainable materials drive innovation in childrenswear design
Eco-friendly materials gaining traction among Austrian parents
Innovation in childrenswear drives business growth and sustainability
Apparel Accessories in Austria
KEY DATA FINDINGS
Low consumer confidence sees volume sales decline in apparel accessories
Chart 13 Key Trends 2025
Chart 14 Analyst Insight
Low consumer confidence impacts discretionary spending
Belts the most dynamic category in 2025
Ties suffer from the casualisation of workwear
Luxury and affordable options drive market growth
Other apparel accessories to see the strongest growth
Sustainability and technology will be driving future growth
New Yorker’s aggressive pricing helps maintain its market leadership
Chart 15 New Yorker Continues to Lead Apparel Accessories in Austria
Ultra-fast fashion and sustainability driving competitive dynamics
Offline retail remains dominant despite e-commerce growth
Apparel and footwear specialists drive offline retail growth
E-commerce gains traction with competitive pricing and convenience
Sustainability influences design and functionality
Innovative products driving dynamic growth in niche areas
Menswear in Austria
KEY DATA FINDINGS
Sustainability an increasingly key trend in Austrian menswear
Chart 16 Key Trends 2025
Chart 17 Analyst Insight
Consumers prioritise value and sustainability in menswear
Men’s outerwear dominates menswear sales with comfort and versatility
Men’s swimwear sees dynamic growth, driven by athleisure trend
Consumers drive growth with demands for value and sustainability
Men’s outerwear will maintain its dominance with comfort and versatility
Emerging brands and sustainability shape the future landscape
Leading brands maintain lead amidst market polarisation
Polarisation and digitalisation create new opportunities
Launched in late 2024, H&M Atelier is an online-only design-driven capsule menswear line
Chart 18 H&M Atelier is the Company’s Latest Attempt to Diversify its Menswear Range
Online shopping gains traction with promotions and convenience
Resale and rental services redefine menswear shopping
No new retail concepts or collaborations emerge
Sustainable denim products gain traction with eco-friendly materials and processes
Chart 19 New Ideas Promote the Circular Economy and the Appreciation of Resources
DetoxDenim from Armedangels offers consumers sustainability in menswear
Chart 20 With DetoxDenim, Armedangels aims for less pollution and more sustainability
Womenswear in Austria
KEY DATA FINDINGS
Sustainability an increasingly important trend in Austrian womenswear
Chart 21 Key Trends 2025
Chart 22 Analyst Insight
Sustainable fashion gains traction through resale and rental
Chart 23 Capsule Rewear Provides a Circular Fashion Service
Women’s outerwear dominates the market
Resale and rental drive dynamic growth
Consumers drive demand for sustainable and comfortable womenswear
Women’s outerwear will remain dominant, comfort will drive growth
Technology and sustainability will shape the future of womenswear
H&M and C&A lead through sustainability and affordability
Opportunities emerge from sustainability and technological advancements
Zalando drives e-commerce growth with AI-powered personalisation
AI innovation boosts e-commerce in womenswear retail
Chart 24 More Personal and Smarter – the Zalando Assistant
No new retail concepts emerge in 2026
Sustainability drives innovation in product design
Chart 25 Wendy Jim Designs the Corporate Wear for Austria’s Contribution to Expo2025 Osaka
Eco-friendly practices boost business
Jeans in Austria
KEY DATA FINDINGS
Affordability, quality and durability shaping the jeanswear market in Austria
Chart 26 Key Trends 2025
Chart 27 Analyst Insight
Consumers prioritise affordability and sustainability in jeans
Economy jeans the largest and fastest-growing category
Sustainability and quality drive consumer preferences
Consumers to drive growth through sustainable and premium choices
Premium jeans will outpace standard products over the forecast period
Sustainability and customisation shape the future of jeans
Emerging brands challenge established players in the Austrian jeans market
Chart 28 Emerging Brands Like Rare Humans are Challenging Established Players
Top players maintain their lead through quality and wide distribution
Apparel and footwear specialists drive offline retail sales
Retail e-commerce gains traction with customisation and convenience
Sustainability and technology shape retail e-commerce growth
Sustainability drives product design and innovation in materials
Lack of country-specific innovation in sustainable jeans
Business impact of sustainable product innovation
Hosiery in Austria
KEY DATA FINDINGS
Economic challenges and heightened price sensitivity drive down volume sales
Chart 29 Key Trends 2025
Chart 30 Analyst Insight
Consumers cut back on hosiery as economic challenges persist
Non-sheer hosiery dominates market share due to its versatility
Sustainability and comfort driving current value growth in sheer hosiery
Consumers drive demand for functional and sustainable hosiery
Non-sheer hosiery maintains dominance with growing private label share
Influencer collaborations and sustainability to shape hosiery future
H&M and Calzedonia continue to lead as market polarisation intensifies
Chart 31 Calzedonia Offers Fashion-Forward Hosiery at Accessible Prices
Opportunities emerge for businesses in a polarised market
Physical stores remain the preferred choice for hosiery purchases
Supermarkets and discounters gain popularity for hosiery sales
Retail e-commerce continues to grow in the hosiery market
Sustainability and inclusivity drive hosiery innovation
Bio-based materials and inclusive designs lead product innovation
Innovative products drive business growth and competitiveness
Footwear in Austria
KEY DATA FINDINGS
Increasing demand for sustainable and personalised products driving current value growth
Chart 32 Key Trends 2025
Chart 33 Analyst Insight
Consumers prioritise affordability and sustainability in footwear
Women’s footwear dominates market share in Austria
Sustainability drives dynamic growth in footwear sales
Sustainable practices and technology will be helping drive future growth
Women’s footwear will maintain the largest market share
Omnichannel strategies and sustainability drive business impact
Deichmann, Leder & Schuh and Puma benefit from strong brand presence
Chart 34 Bogner Launches Premium Fire+Ice Footwear Line
Emerging trends and strategic moves shape future competitiveness
Chart 35 Solk Launches a Bio-Circular Sneaker
Puma launches the sneakarina
Chart 36 Puma Jumps on the Sneakerina Trend
Retail e-commerce gains traction with promotions and convenience
Apparel and footwear specialists lead offline sales
Sustainable footwear innovation gains traction with compostable designs
Innovative business models enhance sustainability credentials
Digital channels support sustainable footwear sales
Sportswear in Austria
KEY DATA FINDINGS
Versatility of sportswear as casual wear helps drive growth
Chart 37 Key Trends 2025
Chart 38 Analyst Insight
Consumers prioritise value and sustainability in sportswear
Sports apparel drives market value
Technological advancements drive innovation in sportswear
Technological advancements and sustainability to drive future growth
Sports apparel will remain the leading category
Resale platforms and sustainability to shape business strategies
Discounters and premium brands thrive in polarised market
Chart 39 Discounter Hofer Can Rely on Aggressive Pricing and Very High Consumer Trust
Challenger brands gain ground through innovation and sustainability
Chart 40 Zendaya Helps to Increase Consumer Awareness for On Sportswear
Offline retail remains dominant despite e-commerce growth
E-commerce expands rapidly with technological advancements
Emerging trends and retail e-commerce shape future sales
Sustainability drives innovation through circular economy initiatives
Chart 41 Löffler’s “Second Life” Return Campaign Aims to Reduce Resource Consumption
Technological advancements boost comfort and performance
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
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- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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- Nightwear
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- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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