Apparel and footwear in 2024: The big picture
Following a peak in year-on-year growth for apparel and footwear in the US in 2021 as sales rebounded from the pandemic decline, the industry experienced two consecutive years of falling sales in retail volume terms, with low growth in retail current value terms, driven by rising unit prices. The volume struggle can be attributed to persistent inflation and economic uncertainties from 2022.
2024 key trends
Even though apparel and footwear is expected to perform better in 2024 than in 2023, the economy is still in recovery, and consumers are becoming increasingly discerning, carefully evaluating perceived value against price. Their strategies for finding value vary widely, from seeking the best promotions to opting for dupes – more affordable alternatives to higher-priced items.
Competitive landscape
In 2024, the competitive landscape of apparel and footwear in the US is changing, with brands within the same category exhibiting differing performances. For example, while sportswear is expected to continue to outperform non-sportswear in 2024, leading sportswear brands are still facing challenges, as the share of sportswear accounted for by the top five brands is expected to decline from over 29% in 2023, to less than 27% in 2024.
Retailing developments
After a slight decline in the share of retail e-commerce in apparel and footwear in the US in 2022, it rebounded in 2023, accounting for just over 39% of sales. This resurgence can be attributed to consumers’ increasing comfort with online shopping, aided by ease of access and price comparison, as well as the rise of affordable options from platforms such as Temu, Shein, and TikTok Shop.
What next for apparel and footwear?
With an improved economic performance in 2024, apparel and footwear in the US is also seeing renewed demand, and this trend is expected to continue over the forecast period, with positive growth projections in both retail volume and current value terms. While men’s footwear is currently set to outperform women’s footwear in the early forecast period in current value terms due to male consumers’ resilience in uncertain economic times in recent years, and their focus on functional, essential purchases, children’s footwear is also anticipated to experience slower growth, primarily driven by the declining birth rate.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- 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 USA?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in the US
Apparel and footwear in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?
DISCLAIMER
Childrenswear in the US
KEY DATA FINDINGS
Childrenswear shows improvement in 2024, yet demand remains weak
Girls’ apparel maintains its leadership, although boys’ apparel grows more strongly
Strongest brands avoid price increases and strengthen omnichannel presence
Moderate growth expected in childrenswear even as birth rate declines
Second-hand childrenswear set for growth as parents embrace pre-owned options
The growing importance of inclusivity and adaptability in childrenswear
Apparel Accessories in the US
KEY DATA FINDINGS
Signs of improvement, but demand remains weak
Hats/caps thrives in apparel accessories, whilst ties declines
Apparel accessories remains highly fragmented, with a mix of luxury and fast fashion brands
Slow recovery ahead: The challenges facing US apparel accessories
Reimagining apparel accessories as fashion items: Opportunities for future success
Digital marketplaces likely to be preferred destinations for purchases of apparel accessories
Menswear in the US
KEY DATA FINDINGS
From setbacks to growth: The resilience of US menswear
Casual trend persists, and versatile products continue to outperform others
Brands that focus on affordability and younger generations see greater success
Menswear expected to experience modest growth in both volume and value terms
Opportunities for growth in menswear via e-commerce thanks to AI
Recognising the growing desire amongst men for style and self-expression
Womenswear in the US
KEY DATA FINDINGS
Signs of recovery after two years of volume decline in womenswear
Growth primarily fuelled by younger generations, benefiting brands focused on this consumer group
In-store experiences gain traction as consumer optimism rises
Cautious optimism: Projected stable growth ahead for womenswear
AI expected to further enhance online shopping experiences
Sustainability in womenswear: Challenges and opportunities ahead
Jeans in the US
KEY DATA FINDINGS
The declining demand for jeans, and changes in the most popular styles
Challenges for legacy brands and opportunities for emerging players
Ongoing challenges for premium and super premium jeans
Jeans expected to lag behind the broader apparel industry
The essential role of sustainability in the future of jeans
The growing commitment to inclusivity in jeans
Hosiery in the US
KEY DATA FINDINGS
Weak consumer demand for hosiery, particularly sheer hosiery
Hosiery remains a highly fragmented category
Rise of third-party sellers in hosiery
Hosiery projected to return to stable growth throughout the forecast period
Key to success in hosiery is balancing comfort and fashion
Continued move towards retail e-commerce anticipated
Footwear in the US
KEY DATA FINDINGS
Footwear sees demand rebound along with economic upswing
Retro styles and versatility: Key factors for brand resilience
Men’s, sports, and mid-priced footwear outpace the overall growth of footwear
Footwear poised for healthy growth despite potential challenges
Innovation will be crucial for success in the evolving footwear category in the US
Balancing e-commerce and in-store experiences through AI innovations
Sportswear in the US
KEY DATA FINDINGS
Fuelled by sports footwear, sportswear outshines non-sportswear
Value-driven choices: The challenge for established brands in sportswear
Ongoing investments in omnichannel strategies by sportswear brands
Blurring boundaries: The growth of sportswear and its fashion evolution
Empowering women in sports, and growth opportunities in women’s sportswear
Sustainability in sportswear: A priority with persistent challenges
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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