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Modest current value growth
The apparel and footwear market in Greece is characterised by a modest growth environment, driven by market polarisation and changing consumer values. In 2025, the market experienced growth in current value terms, with disposable income rising to EUR164.9 billion, supporting consumer expenditure. The competitive landscape remains fragmented, with top brands maintaining their positions through strong brand presence and adaptability. Retail offline dominates, but e-commerce is growing, with online apparel and footwear sales contributing EUR1.6 billion to an overall retail value of EUR4.9 billion in 2025. To succeed, brands must invest in digital platforms, offer seamless omnichannel experiences, and cater to the increasing demand for sustainable and premium products.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear 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.
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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- 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 Greece?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Greece
Modest current value growth
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Mat Fashion navigates market polarisation with niche positioning
Chart 3 Mat Fashion Continues to Carve Out Space in Turbulent Sector
Kappa Greece engages Gen Z through culture and street style
Chart 4 Kappa Greece – Engaging Gen?Z Through Culture, Music and Street Style
Ancient Greek Sandals capitalises on travel and tourism boom
Chart 5 Ancient Greek Sandals × One&Only Kéa Island
Consumers drive growth through online channels and sustainability
Apparel remains largest category with stable growth prospects
Niche segments drive growth through diversification and circularity
Leading brands maintain strength in a fragmented market
No significant mergers or new product launches expected
Retail offline remains dominant despite e-commerce growth
Retail e-commerce drives growth with immersive experiences
Experience and technology shaping the retail environment
Targeting tourism boom
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Greece 2025
Chart 8 Key Insights on Consumers in Greece 2025
Chart 9 Consumer Landscape in Greece 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Greece
KEY DATA FINDINGS
Notable polarisation
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Mid-tier childrenswear brands face margin pressures
Girls’ apparel is the largest category
Lapin House navigates market polarisation with quality focus
Chart 12 Lapin House Childrenswear Remains Resilient
Sustainable and niche childrenswear brands to thrive
Digital and circular models to shape the future of childrenswear
Sustainability and inclusive design to drive growth
Top brands maintain lead with quality and strategic expansion
Opportunities emerge for businesses focusing on sustainability
Retail offline remains dominant despite e-commerce growth
Resale and rental models gain traction among parents
Chart 13 Swaplanet Continues to Scale
Sustainable initiatives drive product innovation
Kids Fair Collection sets a precedent for sustainable practices
Chart 14 Kids Fair Collection Continues to Push Social Change
Apparel Accessories in Greece
KEY DATA FINDINGS
Market characterised by polarisation
Chart 15 Key Trends 2025
Chart 16 Analyst Insight
Market polarisation drives value sales growth
Lovegreece capitalises on heritage and dual pricing
Hats/caps sees strongest growth
Chart 17 Lovegreece Promoting Heritage and Pricing Options
Digital channels and sustainability drive growth
Other apparel accessories to remain largest category, while ties struggles
Tourism and sustainability shape business strategies
Top companies maintain lead with stable market shares
No significant mergers, acquisitions or new launches
Non-grocery retailers dominate sales of apparel accessories
Chart 18 Vendora Remains a Competitive Resale Player
Retail e-commerce gains traction with innovative features
Emerging trends shape retail environment
Gen Z drives innovation with streetwear and local production
Chart 19 ZEFYR Targeting Gen Z Shoppers
Menswear in Greece
KEY DATA FINDINGS
Tourism plays role in driving growth
Chart 20 Key Trends 2025
Chart 21 Analyst Insight
Polarisation and tourism drive menswear sales
Largest category driven by demand for quality
Swimwear sees dynamic growth due to tourism
Chart 22 Aristoteli?Bitsiani Navigating a Bifurcated Market
Chart 23 Andréa?Kosta Menswear Aiming to Promote Shopping in Greece
Brands focusing on value-upgrade and sustainability drive growth
Men's outerwear remains largest category with modest growth
Tourism and sustainability shape menswear trends
ITX Hellas SA and adidas Hellas SA lead menswear market
No significant mergers or new entrants disrupt menswear
Retail offline retail remains key despite e-commerce growth
Apparel and footwear specialists drive sales through retail offline
Sustainable production practices gain traction with domestic manufacturing
Chart 24 Parthenis Adopts ‘Made in Greece’ Focus
Womenswear in Greece
KEY DATA FINDINGS
Market becoming increasingly polarised
Chart 25 Key Trends 2025
Chart 26 Analyst Insight
Premium and value-driven sales drive growth
Women's outerwear dominates sales, swimwear sees dynamic growth
Chart 27 Zeus+Dione: Premium Play That Leans into Place, Provenance and Experience
Market polarisation and tourism shape womenswear landscape
Chart4 Mid-Market Pressure and the Toi&moi Response
Polarised market and sustainability drive growth and differentiation
Sustainable and inclusive brands capitalise on changing consumer values
Digital transformation and tourism drive business opportunities
Leading brands maintain dominance through expansive footprint
No significant mergers or acquisitions or new launches
Omnichannel presence drives sales in womenswear retail
Retail e-commerce grows despite sluggish pace and saturation
Arket expands retail presence in Greece with new store
Cyqlo label sets new standard for eco-friendly womenswear
Chart 28 Access Fashion Cyqlo Range
Innovation in womenswear fuels business growth and differentiation
Jeans in Greece
KEY DATA FINDINGS
Polarisation the key trend
Chart 29 Key Trends 2025
Fast fashion imports drive market polarisation and value sales
Economy jeans dominates sales due to price sensitivity
Chart 30 Ultra Low Cost Offerings Driving Value Segment
Chart 31 Continued Rapid Expansion of Vinted in Greece
Super premium jeans sees dynamic growth driven by sustainability and quality
Chart 32 SAC & Co Champions Artisanal Craft and Domestic Production
Consumers drive growth through sustainable and local denim
Premium and economy jeans lead market growth through 2030
Digital innovation and circular fashion shape industry future
ITX Hellas SA and Sarkk SA maintain market lead
Opportunities arise from sustainability and digital innovation
Apparel and footwear specialists lead jeans distribution
Vinted fuels rapid growth of retail e-commerce
Local artisanal craft boosts sustainable denim offerings
Hosiery in Greece
KEY DATA FINDINGS
Sustainability proving increasingly important
Chart 33 Key Trends 2025
Fiscal pressure and shifting consumer habits drive polarisation
Gen Z drives fashion-led and sustainable hosiery trends
Chart 34 Cool Sigma Men’s Greek Letter Design Socks – AntetokounBros
Macro-economic factors influence consumer spending on hosiery
Chart 35 Low-Cost Options Remain Important Given Local Discretionary Spending Landscape
Sustainable and digital strategies drive growth
Non-sheer hosiery to remain dominant
Digital expansion and inclusivity shape business strategies
Leading brands maintain strength in relatively stable landscape
No major mergers or new product launches expected
Retail offline leads hosiery sales through large format stores
E-commerce gains ground with omnichannel retail strategies
Omnichannel retailing and sustainability to drive future growth
Sustainability drives innovation in product design
Calzedonia's Life Re-Tights project sets industry precedent
Chart 36 Calzedonia Life Re-Tights Project
Footwear in Greece
KEY DATA FINDINGS
Premiumisation, local craftmanship and sustainability support expansion of challenger brands
Chart 37 Key Trends 2025
Chart 38 Analyst Insight
Mid-market footwear brands face pressure from polarisation
Chart 39 Tsakiris Mallas Engages in Further Store Expansion
Tourism surge boosts demand for destination-specific footwear
Chart 40 Ancient Greek Continues to Perpetuate Heritage to Garner Tourist Sales
Challenger brands capture growth with niche strategies
Chart 41 Laiik – A Challenger Footwear Brand in Greece
Premium local brands and sustainability drive future growth
Demand for versatile footwear
Nike and adidas dominate despite market polarisation
Opportunities emerge for niche and premium brands
Omnichannel retailing gains traction among footwear retailers
Retail e-commerce grows steadily, driven by convenience and price
Challenger brands drive innovation with unique offerings
Sportswear in Greece
KEY DATA FINDINGS
Athleisure trend continues to support demand
Chart 42 Key Trends 2025
Chart 43 Analyst Insight
Global incumbents and local challengers drive sales
Market polarisation squeezes mid-tier sportswear brands
Chart 44 Sports Direct Maintains Tiered Sportswear Offering
Local manufacturing gains traction amid supply chain pressures
Chart 45 Anthrax Sportswear Continues to Focus on Domestic Production
Digital transformation and sustainability drive sportswear sales
Performance and niche sports to drive growth in key categories
Business impact of digitalisation and sustainability
adidas and Nike lead amidst market polarisation
Opportunities emerging from market trends
Retail offline remains dominant despite e-commerce growth
E-commerce grows as consumers seek convenience
Local manufacturing and premium branding drive product innovation
Chart 46 Ena Athletics Greece
Specialised sports categories drive growth in niche segments
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.
See all of our definitions
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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