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Apparel and footwear retains attractiveness
Apparel and footwear in Hungary proved resilient in 2025, with stable demand and retail current value sales growth. This performance was influenced by premiumisation among higher-income consumers. Despite downtrading to affordable options among price-sensitive households, apparel and footwear’s attractiveness stems from its growing demand for premium and luxury brands, driven by increasing disposable income , growing employed female population and improving tourism flows. To succeed, brands should focus on innovative retail experiences, digital expansion and curated product offerings that cater to shifts towards health-conscious and performance-orientated products.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Hungary 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 Hungary, 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 Hungary 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 Hungary?
- Which are the leading brands in Hungary?
- How are products distributed in Hungary?
- 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 Hungary?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Hungary
Apparel and footwear retains attractiveness
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Premiumisation and downtrading drive sales amidst economic pressures
Lifestyle specialties exert a growing influence on apparel and footwear
Chart 3 Capsule Collections & Social-Native Storytelling
Chart 4 Batz's Fashion-Forward Ortho Sport Sandals Elevate Functional Footwear
Innovative retail experiences fuel dynamic growth in sportswear
Chart 5 Nike Rise Concept Store in Budapest, Blending Digital Innovation and Community
Consumers driving polarisation with premium or budget choices
Apparel to maintain largest share as sportswear remains a key growth driver
Digital channels and social media to help shape consumer choices
Strong strategic moves to stay ahead of an intensifying field
Emerging players reshape the competitive landscape
Specialist retailers underpin retail offline’s dominance
Retail e-commerce grows as consumers seek convenience
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Hungary 2025
Chart 8 Key Insights on Consumers in Hungary 2025
Chart 9 Consumer Landscape in Hungary 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Hungary
KEY DATA FINDINGS
Polarisation is visible in childrenswear
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Aggressive discounting and resale platforms drive market dynamics
Baby and toddler wear sees the fastest retail value sales growth, driven by essential demand
Resale and rental platforms gain traction as consumers seek affordability and sustainability
Chart 12 Ruhacsúszda and Vinted Propel Resale Growth in Hungarian Childrenswear Market in 2025
Parents to prioritise style and sustainability in childrenswear
Essential baby and toddler wear to push retail value sales growth
Thematic collections and online platforms to drive growth and brand loyalty
International giants consolidate leadership of childrenswear
Players focus on high-impact promotions
Chart 13 H&M, New Yorker, and Zara Kids Drive Sales with Deep Discounts and Rapid Trend Cycles
Chart 14 Tesco Expands F&F Kids Premium Basics Range
Retail offline dominates childrenswear sales through strong brand presence
E-commerce gains traction amidst growing consumer convenience and technological needs
Apparel Accessories in Hungary
KEY DATA FINDINGS
Extended replacement cycles but premiumisation gains momentum
Chart 15 Key Trends 2025
Drop in retail volume sales but a rising demand for premium products
Hats/caps gains through the rising demand for functional and fashionable headwear
Chart 16 Functional Caps Gain Traction in Hungary Due To Weather Challenges
Chart 17 Rising UV Awareness
Market polarisation drives innovation and premiumisation
Chart 18 Speciality and Lifestyle Caps Gain Ground as Self-Expression Accessories in 2025
Consumers to drive premiumisation with innovative materials and designs
Hats/caps to overtake gloves as the key category with a sustained demand for a widening array of headwear
Sustainable materials and brand collaborations to push growth
LPP Hungary leads with strong brand recognition and broad assortments
Innovative product launches and emerging trends
Specialist retailers lead with wide, recognised and popular selections
E-commerce gains traction with competitive pricing
Menswear in Hungary
KEY DATA FINDINGS
Menswear is a dynamic category in Hungary
Chart 19 Key Trends 2025
Hungarian menswear on the up
Men's outerwear dominates through broad assortments and necessity
AI-driven styling tools and role model collaborations drive sales
Chart 20 Growing Trend of Role Model Collaborations Boosts Men’s Apparel Sales in Hungary
Economic improvements and style experimentation to drive sales
Men’s swimwear to rebound as tourism flows increase
Scandinavian-inspired brands and sustainable materials to gain traction
Chart 21 Scandinavian-Inspired Brands Expands in Hungary Boosting Menswear Even For Plus-Size
Technology and affordability gain importance
Chart 22 Fast Fashion and Prestige Labels Fuel Market Polarisation in Hungarian Menswear
Emerging players and trends create new opportunities
Retail offline leads menswear through specialist retailers and department stores
E-commerce gains traction with fast fashion and premium drops
Womenswear in Hungary
KEY DATA FINDINGS
Womenswear shows resilience
Chart 23 Key Trends 2025
Chart 24 Analyst Insight
Disposable income growth and tourism boost sales of womenswear
Market polarisation drives demand for affordable and premium womenswear
Chart 25 New Entrants Primark and Koton Offer Value and Trend Appeal
Capsule collections and influencer marketing foster brand presence
Chart 26 Capsule Collections & Social-Native Storytelling
Rising demand for unique and versatile pieces to drive sales
Style-facing and emotional purchases to become more common
Limited-editions and omnichannel experiences to influence consumer behaviour
Leading players leverage market strength and show flexibility as the competition intensifies
Zalando’s acquisition and novelties add dynamism to the competitive landscape
Apparel specialists lead womenswear sales through the personal touch
Retail e-commerce gains traction with AI-driven solutions
Chart 27 Hungarian Start-Up Outfino Uses AI to Revolutionise Womenswear Shopping and Marketing
Jeans in Hungary
KEY DATA FINDINGS
Jeans remains on an upward demand trajectory
Chart 28 Key Trends 2025
Level of polarisation in jeans
Chart 29 Fast Fashion Expands Wide Jeans Portfolio to Capture Fashion-Forward Budget Shoppers
Tourism and immigrant workers push the demand for jeans
Chart 30 Jeans For Work
Retailers adapt product designs to mitigate supply chain pressures
Chart 31 Fast Fashion Shift To Lightweight or Blended Jeans Amid Supply Chain Pressures
Jeans to continue to grow sales as economic indicators improve
Economy jeans to benefit from robust demand and widening assortments
High-end jeans to lead retail value sales growth
LPP Hungary and H&M Hennes & Mauritz invest in the category
Emerging trends and opportunities for businesses
Offline apparel specialists lead jeans sales with in-store experiences
Retail e-commerce plays a supporting role in jeans sales
Hosiery in Hungary
KEY DATA FINDINGS
Non-sheer drives the momentum in hosiery
Chart 32 Key Trends 2025
Premium and budget segments see sales through differentiation
Lifestyle-driven demand boosts compression and sports hosiery sales
Chart 33 The Spread of Compression Socks Brings Medical-Grade Support to Ageing Population
Chart 34 All Styles, All Needs, One Aisle
Tariffs and supply chain issues drive downshifting in consumer spending
Chart 35 Tariffs Push Shoppers Towards Downshifting
Consumers to drive growth through lifestyle and comfort demands
Sheer hosiery to continue to lose traction
Advanced materials to drive growth in non-sheer hosiery
Calzedonia maintains lead through strong brand recognition but Pepkor intensifies the competition
Emerging players and product launches drive market opportunities
Offline apparel specialists dominate hosiery sales
Jack & Jones gains popularity online
Footwear in Hungary
KEY DATA FINDINGS
Complex environment for footwear
Chart 36 Key Trends 2025
Chart 37 Analyst Insight
Rising costs drive premiumisation and downshifting in footwear
Children's footwear maintains demand as parents prioritise spending on their offspring
Chart 38 Batz Elevates Functional Sandals and Designer Slides for Health-Focused Women
Tariffs and supply chain pressures shape market dynamics
Chart 39 Dorko Leverages Limited-Edition Collaborations to Offset Rising Production Costs
Sneakers and orthopaedic footwear to push retail value sales
Positive growth performances anticipated across footwear
Premiumisation, sustainability and collaborations to inform business strategies
Emerging players increase the pressure on the leaders
Skechers continues to gain traction in footwear in Hungary
Chart 40 Skechers Cozy Fit Taps Hungary’s Booming Comfort-Style Footwear Trend
Specialist retailers appeal through convenience and personal service
Retail e-commerce grows steadily driven by competitive pricing and convenience
Sportswear in Hungary
KEY DATA FINDINGS
Sportswear is impacted by tech, production, supply and consumer dynamics
Chart 41 Key Trends 2025
Chart 42 Analyst Insight
AI and tech innovation drives premiumisation and growth
Nike and Dorko provide innovation in the local space
Chart 43 Nike Rise Concept Store in Budapest, Blending Digital Innovation and Community
Tariffs and supply chain challenges spur local production
Chart 44 Dorko (DRK) Challenger Tennis Shoe: A Local Response to Global Supply Chain Challenge
Sports footwear to continue to close the gap on sports apparel
Technological innovation and sustainability to shape the future
Business impact of key trends
Global giants lead as niche players gain traction
Innovative launches and local production drive growth opportunities
Chart 45 Skechers Aero Running Line: Goodyear Rubber, Carbon Infusion and Dual-Density Foam
Sports goods stores leverage in-store experiences and expertise to dominate sportswear distribution
GymBeam and BioTechUSA expand into sportswear
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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