COMPETITIVE LANDSCAPE
Leading brands drive menswear growth by aligning closely with consumer expectations
The competitive landscape of menswear in Australia is fragmented, with a mix of global players, domestic brands, and online platforms competing for share. In 2025, the top brands in menswear, were Retail Apparel Group Pty Ltd with 6% share, Premier Investments Ltd with 3% share, and Cotton On Clothing Pty Ltd with 3% share.
Innovation by Australian brands to shape future competitive landscape
Emerging companies, such as Melbourne-based streetwear brand Mertra, are performing well in menswear. Mertra's success can be attributed to its innovative products, such as heat- and water-reactive puffer jackets and shells, exclusive online drop releases, pop-up events, and consumer-led social media campaigns.
Emerging collaborations elevate local brands to international attention
Emerging collaborations include Lee Mathews x Nina Walton, which united Australian fashion with fine art by releasing a resort collection featuring hand-painted plaids and unique brushstroke motifs. These artist collaborations create genuine exclusivity, attract both fashion and art consumers, and elevate local brands to international attention in resort wear and ready-to-wear segments.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear industry in Australia 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 Menswear industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Menswear in Australia 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 Menswear in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- 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 Menswear in Australia?
- Where is future growth expected to be most dynamic?
Menswear in Australia - Category analysis
KEY DATA FINDINGS
Australian menswear’s growth driven by sustainability and inclusivity
Local production and sustainability drive menswear sales
Local men's swimwear brands appeal with authenticity and quality
Sustainability and supply chain trends shape menswear
Sustainable and local production to drive future growth
Men's outerwear to continue driving sales, while men’s underwear will remain dynamic
Leading brands drive menswear growth by aligning closely with consumer expectations
Innovation by Australian brands to shape future competitive landscape
Emerging collaborations elevate local brands to international attention
Omnichannel retail remains important amidst the rise of online sales
Retail e-commerce reshapes menswear with personalised experiences
Shein drives divergent innovation with affordable designs
Apparel and Footwear in Australia - Industry Overview
Modest growth amidst economic pressures and shifting consumer values
Market polarisation drives value sales growth in Australia
Jeanswest closes stores as mid-priced brands struggle
Sustainability and technology drive industry forward
Consumers to drive polarisation and sustainability in apparel and footwear
Sportswear to remain dynamic performer, driven by functionality and sustainability
Nike and adidas lead through innovation and brand equity
Emergence of niche brands adapting to specific consumer segments
Australian Fashion Council invests in innovative partnership with Epson
Retail e-commerce leads distribution as consumers seek convenience
AI-driven innovations elevate online shopping experience
Sustainability and inclusivity drive product innovation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Menswear
- 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
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
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 Menswear research and analysis database.
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