COMPETITIVE LANDSCAPE
Leading brands maintain lead amidst market polarisation
The menswear market in Austria remains highly fragmented, with a mix of global players, domestic brands and online platforms competing for share and consumer attention. H&M and C&A continue to lead the market due to their broad assortments, affordability and strong retail presence, with H&M holding a 6% share and C&A having a 4% share in 2025.
Polarisation and digitalisation create new opportunities
The menswear market in Austria is expected to continue growing, driven by consumers increasingly prioritising value, durability, comfort, multifunctionality and sustainability in their purchasing decisions. The growth in retail e-commerce is expected to continue, providing consumers with convenience, competitive prices and special deals.
Launched in late 2024, H&M Atelier is an online-only design-driven capsule menswear line
H&M Atelier was newly introduced in Austria with an autumn/winter 2024 collection, followed by three collections in 2025: spring/summer, pre-fall, and autumn/winter. It is H&M’s premium, design-driven capsule line in menswear, available only online.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear 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 Menswear 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 Menswear 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 Menswear 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 Menswear in Austria?
- Where is future growth expected to be most dynamic?
Menswear in Austria - Category analysis
KEY DATA FINDINGS
Sustainability an increasingly key trend in Austrian menswear
Consumers prioritise value and sustainability in menswear
Men’s outerwear dominates menswear sales with comfort and versatility
Men’s swimwear sees dynamic growth, driven by athleisure trend
Consumers drive growth with demands for value and sustainability
Men’s outerwear will maintain its dominance with comfort and versatility
Emerging brands and sustainability shape the future landscape
Leading brands maintain lead amidst market polarisation
Polarisation and digitalisation create new opportunities
Launched in late 2024, H&M Atelier is an online-only design-driven capsule menswear line
Online shopping gains traction with promotions and convenience
Resale and rental services redefine menswear shopping
No new retail concepts or collaborations emerge
Sustainable denim products gain traction with eco-friendly materials and processes
DetoxDenim from Armedangels offers consumers sustainability in menswear
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:
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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