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Technological advances and value-driven consumption propel growth in apparel and footwear
In 2025, apparel and footwear in Portugal saw retail value sales increase by 2% in current terms, to reach EUR6,526 million. The industry was characterised by a mix of challenges and opportunities, with technological advancements and sustainability initiatives becoming more evident. Low-cost retailers and private label products gained prominence, driven by consumer price sensitivity, although some local consumers and tourists remained willing to spend on premium products. Apparel and footwear is expected to grow at a CAGR of 3% over the forecast period, reaching EUR7,429 million in 2030. Brands that balance affordability with innovation, such as through circular fashion models or eco-efficient production, are likely to strengthen their positions. The growth of retail e-commerce is also expected to continue, posing a challenge to traditional offline channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- 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 Portugal?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Portugal
Technological advances and value-driven consumption propel growth in apparel and footwear
Chart 1 Key Trends 2025
Low-cost retailers gain prominence amid economic constraints
Chart 2 Primark Expands in Portugal, Reaching 14 Outlets by the End of 2025
Tourism drives retail investment and growth in luxury apparel and footwear
Chart 3 Lanidor Opens a New Store in Alfama, Introducing a New Store Concept
Technology boosts efficiency and enhances the customer experience
Chart 4 Parfois Partners with DXC Technology to Improve Customer Experience
Economic stabilisation and low-cost brands forecast to drive sustainable growth
The rise of resale will lead to greater competition for the primary market
Sustainability and communication set to shape the future of apparel and footwear
Chart 5 Analyst Insight
Itx Portugal maintains its lead, but fast fashion players drive growth
Sonae's divestment likely to reshape the competitive dynamics
Offline retail leads, dominated by apparel and footwear specialists
Continued growth for retail e-commerce, with omnichannel retailing a growing trend
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Portugal 2025
Chart 8 Key Insights on Consumers in Portugal 2025
Chart 9 Consumer Landscape in Portugal 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Portugal
KEY DATA FINDINGS
Essential needs and polarisation drive modest growth in childrenswear
Chart 10 Key Trends 2025
Value growth positive but subdued as consumers are cautious and the target population falls
Market polarisation evident, with the middle of the market not performing as well
Baby and toddler wear drives growth in childrenswear, but girls’ apparel leads sales
Sustainable practices and inclusive designs drive innovation
Chart 11 Kiabi Invests in Circular Childrenswear
Growth expected across the board despite some challenges from the falling population 0-14
Sustainability expected to impact consumer behaviour and business strategies
Omnichannel strategies anticipated to redefine the shopping experience
Chart 12 Analyst Insight
Low-cost brands drive growth as Itx Portugal maintains its lead
Niche entrants and digital strategies reshape the childrenswear competitive landscape
Chart 13 Mango Teen Reaches the National Market
Continente partners with Blukids to boost sales of childrenswear
Chart 14 Continente Strengthens its Childrenswear Offering Through a Partnership with BluKids
Mergers and acquisitions reshape the competitive dynamics
Offline channels dominate sales of childrenswear in Portugal
Retail e-commerce gains traction in childrenswear
Apparel Accessories in Portugal
KEY DATA FINDINGS
Lifestyle trends and economic growth bolster sales of apparel accessories in Portugal
Chart 15 Key Trends 2025
Rising incomes and casualisation stimulate growth for apparel accessories
Market polarisation shapes consumer preferences
Chart 16 Zara Launches a Capsule Collection in Collaboration with Style Not Com
Sustainability and inclusivity drive innovation in apparel accessories
Chart 17 Reloop Market and the Rise of Second-Hand Accessories in Portugal
Personalisation and self-expression expected to drive growth
Sustainable practices likely to gain traction among environmentally conscious consumers
Chart 18 Analyst Insight
Innovative collaborations and capsule collections expected to fuel growth
The top three companies maintain their positions, while value player Primark performs well
Challengers gain ground with niche offerings
Chart 19 Cool Hat – New Headwear in Portugal
Strategic moves and emerging trends
Offline retail dominates due to the sensory shopping experience
Retail e-commerce rises, with omnichannel retail set to become more important
Menswear in Portugal
KEY DATA FINDINGS
Economic stability and evolving consumption trends drive growth in menswear
Chart 20 Key Trends 2025
Economic stability drives growth, with athleisure an important trend
Tourism and luxury expansion reshape menswear
Chart 21 Fashion Clinic Opens a New Store in Comporta – This Time Featuring Menswear
Sustainability and inclusivity drive design innovation
Chart 22 Second-Hand Fashion: Micolet Expands in Portugal by Acquiring MyCloma
Leisure, travel, and economic stability expected to drive growth
Sustainability and inclusivity to reshape the menswear landscape
Demand for craftsmanship set to drive growth for luxury menswear and resale
Low-cost brands see share growth in menswear
Market polarisation shapes menswear trends
Chart 23 French Label Celio Arrives in Portugal
MO acquisition and strategic autonomy reshape competitive dynamics
Offline retail dominates menswear, as consumers want to ensure the best fit
Growth for retail e-commerce thanks to competitive pricing and agile supply
Womenswear in Portugal
KEY DATA FINDINGS
Rising disposable incomes and tourism contribute to a rebound for womenswear
Chart 24 Key Trends 2025
Rebound driven by macroeconomic and category-specific factors
Mango and Parfois implement AI-driven innovations
Chart 25 Mango Launches a Generative AI-Powered Virtual Fashion Assistant
Sustainable materials and circularity drive product innovation
Chart 26 Sensihemp Receives The Circular Project Prize for Sustainable Fashion
Luxury products anticipated to drive growth and innovation
Digital innovation expected to enhance the shopping experience
Consumer demand for sustainable options set to continue to impact womenswear
Chart 27 Analyst Insight
Itx Portugal maintains its lead, but sees competition from low-cost players like Primark
Market polarisation and mid-market pressures shape the competition in womenswear
Chart 28 Danish Brand Vero Moda Enters Portugal, with 10 Stores Expected by 2027
Opportunities expected to arise from market shifts and innovation
Offline retail dominates sales of womenswear in Portugal
Retail e-commerce gains traction, but omnichannel retailing particularly valued
Jeans in Portugal
KEY DATA FINDINGS
Sustainability and AI integration drive growth in jeans
Chart 29 Key Trends 2025
Market polarisation characterises the performance of jeans
Chart 30 Leveraging Star Power: Salsa Jeans Harnesses Celebrity Power in 2025 Campaigns
Salsa Jeans drives sustainable innovation with biodegradable collection
Chart 31 Salsa Jeans Unveils First 100% Biodegradable Collection
Companies anticipated to focus on sustainability and innovation
Economy jeans will remain dominant, but super premium jeans set to drive value growth
AI is anticipated to shape the future of jeans through recommendations and forecasting
Capsule collections expected to be used to create a sense of urgency
Chart 32 Analyst Insight
Salsa Jeans maintains its brand lead, while Primark sees dynamism in the economy segment
Space for new brands and new collections in jeans
Chart 33 Vilanova Launches its Denim Journey Collection
Strategic moves to shape the competitive landscape
Physical stores drive sales with brand visibility and consumer engagement
Retail e-commerce gains traction with exclusive offerings and personalisation
Hosiery in Portugal
KEY DATA FINDINGS
Muted growth and sustainability focus define hosiery in Portugal
Chart 34 Key Trends 2025
Cautious spending drives decline for hosiery, but consumers value comfort
Non-sheer hosiery leads value sales, although sheer hosiery maintains growth
Sustainable materials drive innovation in hosiery
Chart 35 Calzedonia Leads Sustainability in Hosiery with Eco-Friendly Tights
Digital narrative and narrative storytelling are key success factors in hosiery
Chart 36 Blending Global Icons with Local Storytelling: Calzedonia’s Communication Strategy
Sustainability will drive innovation and consumer interest
Hosiery expected to continue to evolve from function to bold fashion statement
Textile technology set to advance and drive innovation
Calzedonia maintains its lead as challengers gain ground through innovation
Emerging brands challenge the leaders through a focus on health and lifestyle
Chart 37 Compression Socks Reimagined: Portugal’s Maly Socks Bridge Health and Style
Innovative marketing strategies and product launches expected to drive future growth
Offline channels dominate hosiery, but retail e-commerce rises
Footwear in Portugal
KEY DATA FINDINGS
Tourism and sustainability offset move to lower-cost products
Chart 38 Key Trends 2025
Footwear faces challenges including rising costs and other spending priorities
Sustainable innovations drive differentiation and creativity in footwear
Chart 39 BioShoes4All: Boosting Sustainable Innovation in Portuguese Footwear
Brands likely to prioritise sustainability and innovation to drive growth
Collaborative projects and retail diversification expected to intensify the competition
Chart 40 Analyst Insight
Digital transformation and personalisation set to redefine the footwear value proposition
Itx Portugal extends its lead, with Erich Brodheim seeing a strong increase
New entrants from apparel and collaborations drive competition and differentiation
Chart 41 Kiabi Expands into Children’s Footwear with KiTChouN Collection
Smaller players emerge and target niche segments
Chart 42 From Barebound to Retro Sports: Portugal’s Footwear Evolution
Mergers and acquisitions reshape the dynamics and create opportunities
Offline retail maintains its leadership, driven by apparel and footwear specialists
Retail e-commerce expands thanks to pure online players and omnichannel strategies
Sportswear in Portugal
KEY DATA FINDINGS
Athleisure and collaborations drive growth in sportswear
Chart 43 Key Trends 2025
Fast fashion brands drive athleisure growth through strategic collaborations
Lifestyle shifts and value-driven competition reshape the sportswear landscape
Chart 44 Lefties x Umbro: A Strategic Alliance Reinforcing Athleisure Momentum
AI and technical innovation drive performance and sustainability in sportswear
Chart 45 New Balance Releases FuelCell Rebel v5
Advanced materials and sustainability to drive sportswear innovation
Blurring lines between performance and fashion expected in sportswear
Chart 46 Analyst Insight
New players and marketing strategies to intensify the competition
Nike and adidas lead amidst competitive pressures
Strategic diversification and niche challengers reshape the sportswear competitive landscape
Chart 47 Yuccs and Alohas: Social Media Drives Growth in Sports-Inspired Footwear
Offline retail channels lead sportswear through diversified offerings and best fit
Retail e-commerce grows as consumers value convenience and competitive prices
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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