COMPETITIVE LANDSCAPE
Leading brands maintain dominance through value and omnichannel strategies
The childrenswear market in Austria is characterised as fragmented, with multiple players competing for market share. In 2025, the leading players were Ernsting’s Family, Fussl Modestraße Mayr GmbH and Primark Austria Ltd & Co KG, with market shares of 9%, 4% and 4%, respectively.
Market polarisation drives demand for affordable and sustainable options
Market polarisation significantly affected brand and company shares in the childrenswear market in Austria in 2025. The macroeconomic environment, including a cost-of-living crisis, influenced consumer behaviour, with parents becoming more cautious in their spending, while still seeking quality products for their children.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear 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.
If you're in the Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear in Austria?
- Where is future growth expected to be most dynamic?
Childrenswear in Austria - Category analysis
KEY DATA FINDINGS
Inflation drives positive current value growth in Austrian childrenswear in 2025
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
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 and Footwear in Austria - Industry Overview
Apparel and footwear in Austria sees cautious consumer spending due to economic uncertainty
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
Physical stores remain dominant despite e-commerce growth
Retail e-commerce drives growth with AI-powered innovations
Continued polarisation and e-commerce expansion expected to be seen
Sustainability drives product innovation with eco-friendly materials
Business impact of sustainable innovations is significant
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Childrenswear
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Childrenswear research and analysis database.
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