The global outlook for the apparel and footwear industry to 2030 remains cautious, with uneven prospects across markets and categories, shaped by volatile markets, AI disruption, the expansion of emerging markets, increased market polarisation and evolving regulatory frameworks. This report explores how fashion players can find pockets of growth and build resilience through diversification, keeping up with AI advances and making bold moves in emerging markets, resale and lifestyle innovation.

The rise of Gen Alpha in Asia is redefining consumer behaviour, with a focus on ultra-convenience, digital integration, and health and wellbeing, creating opportunities for brands to innovate and capture a significant share of the region's growing consumer market, worth over USD10 trillion.

Morocco's apparel and footwear market experienced a modest recovery in 2025, driven by demand for affordable fashion and a rebound in consumer confidence, with retail value sales reaching MAD29 billion, representing 4% growth. The market is expected to continue growing, with a forecast CAGR of 4% from 2025 to 2030, driven by budget-friendly brands and international fast fashion retailers. The entry of ultra-low-cost e-commerce platforms has disrupted the competitive landscape, forcing incumbents

Apparel and footwear in Colombia recorded modest value growth in 2025, driven by consumer demand for versatile comfort-driven fashion, the rise of sportswear lifestyle, and continued expansion of private label. Growth was supported by the "new formal" trend merging streetwear with elegant approaches, although volume sales declined due to pressure on household budgets. Economic challenges created market polarisation between bargain hunters and premium spenders. Ultra-fast fashion platforms such a

Spurred by macro uncertainty and the cross-pollination of clinical, illicit and wellbeing trends, transgressive wellness is prompting consumers to re-examine their relationships with emerging and taboo substances, disrupting existing consumption routines across FMCGs and rebalancing the USD3 trillion wellness industry.

The Romanian apparel and footwear market demonstrated a mixed performance in 2025, with limited volume growth but more significant value growth, driven by the dominance of low-cost players and a growing appetite for premium and eco-friendly products. The market is expected to see continued growth driven by digitalisation, sustainable practices, and premiumisation, with retail sales forecast to increase at a CAGR of 5% to RON39.4 billion by 2030. This growth will be supported by an anticipated in

The apparel and footwear market in Norway proved resilient in 2025, achieving 3% value growth to reach NOK64.6 billion. Retail value growth was underpinned by Norway’s outdoor living culture, ensuring consistent demand for outdoor apparel and footwear. E-commerce and social media played an increasingly important role in shaping consumer purchasing decisions, notably among younger demographics. Market polarisation persisted in apparel and footwear, with low-cost players and premium brands retaini

Apparel and footwear in Nigeria demonstrated strength in 2025, with retail volume and current value sales growing despite challenging economic conditions. Local brands and affordable imports drove growth, with local brands benefiting from currency depreciation, which positioned domestic producers competitively. Sales are anticipated to continue to rise in both retail volume and current value terms, driven by population expansion, the young consumer base, accelerating urbanisation, and rising inc

The apparel and footwear market in Canada is experiencing modest growth, driven by factors such as lower inflation and interest rates, and a surge in population due to high immigration. Despite value-focused spending by consumers affecting luxury products, the market remains competitive with highly variable brand performance. New entrants and innovative business models, such as resale and rental services, are shaping the competitive landscape. Looking ahead, the market is forecast to grow at a C

Apparel and footwear in South Africa experienced favourable growth in 2025, regardless of economic factors and due to market polarisation, with consumers both seeking status pieces and increasingly prioritising affordability, the rise of athleisure trends, and aspirational spending. With a current retail value of ZAR235 billion in 2025, the market is expected to grow at a current value CAGR of 6% to ZAR317 billion by 2030, driven by factors such as affordability, strategic positioning by leading

Apparel and footwear in Italy posted marginal current value growth in 2025, with retail volumes slipping as households remained defensive despite easing economic pressures. The market is characterised by polarisation between ultra-value banners and premium brands, with mid-market labels being squeezed. Sustainability is becoming a competitive strategy, driven by the EU’s Ecodesign for Sustainable Products Regulation (ESPR) and forthcoming Digital Product Passport (DPP) rules, with consumers incr

The apparel and footwear market in Saudi Arabia experienced an uptick in value growth in 2025, compared to the previous year. Market polarisation is shaping sales performance with consumption increasingly divided between budget-conscious shoppers and premium buyers. The market remains attractive due to steady increases in consumer expenditure on footwear and rising disposable income. Brands that balance affordability with aspirational products, and maintain a strong e-commerce presence, with su

Apparel and footwear in Hungary proved resilient in 2025, with stable demand and retail current value sales growth. This performance was influenced by premiumisation among higher-income consumers. Despite downtrading to affordable options among price-sensitive households, apparel and footwear’s attractiveness stems from its growing demand for premium and luxury brands, driven by increasing disposable income , growing employed female population and improving tourism flows. To succeed, brands shou

The apparel and footwear market in Spain faced significant challenges in 2025 due to economic constraints and changing consumer behaviour, resulting in a more saving-conscious consumer base. Despite these challenges, certain trends and strategies are expected to drive the future growth of this market. The growth of e-commerce, driven by platforms like TikTok Shop and the influence of social media, is anticipated to continue. Sustainability is also becoming increasingly important, driven by Europ

The apparel and footwear market in Turkey recorded significant current value growth in 2025, boosted by the resurgence of tourism and increasing consumer expenditure. Total sales reached TRY805 billion, with apparel remaining a much bigger category than footwear. The market is expected to continue growing, driven by local production, sustainability and diverse consumer preferences. To succeed, brands should focus on omnichannel strategies, comfort and functionality in product design, as well as

Apparel and footwear in the Netherlands continued to expand in 2025, despite intensified market polarisation and rising living costs pressuring consumer budgets. Demand was shaped by demographic shifts towards sustainability priorities, digital-first shopping, and increased demand for casualwear. Retailers responded to e-commerce competition by accelerating omnichannel integration and deploying social media marketing strategies to engage target audiences and bridge physical-digital touchpoints.

The Austrian apparel and footwear market in 2025 was marked by cautious consumer spending due to economic uncertainty, although it showed signs of stabilisation as it recorded 2% current value growth to reach sales of EUR9.9 billion. Consumers increasingly prioritised sustainability, value and durability, driving demand for eco-friendly and ethically produced items. The market is forecast to continue its polarisation trend, with a CAGR of 2% to EUR10.7 billion by 2030. Brands that adopt omnichan

The apparel and footwear market in Greece is characterised by a modest growth environment, driven by market polarisation and changing consumer values. In 2025, the market experienced growth in current value terms, with disposable income rising to EUR164.9 billion, supporting consumer expenditure. The competitive landscape remains fragmented, with top brands maintaining their positions through strong brand presence and adaptability. Retail offline dominates, but e-commerce is growing, with online

The apparel and footwear market in Chile demonstrated robust growth in 2025, with a 9% increase in retail volume and 5% in value. This was driven in part by the rising demand for premium sportswear and cross-border shopping. Rising disposable income and improving consumer confidence also supported the continued expansion of this market. The market's attractiveness is further enhanced by the growing trend towards e-commerce and the increasing importance of sustainability in consumer purchasing de

In 2025, apparel and footwear in Hong Kong, China experienced a 2% decline in retail current value sales to reach HKD52,385 million. This downturn was underpinned by economic factors and shifts in consumer behaviour. However, the industry is considered essential, with robust interest and demand. Moreover, as economic conditions and inbound tourism flows improve, the market is expected to grow by a 2% retail current value CAGR over the forecast period to reach HKD58,475 million by 2030. Experient

The apparel and footwear market in Sweden recorded positive growth in 2025, driven by, among other factors, the rising popularity of resale and rental services, particularly in childrenswear and womenswear. Growth is expected to continue to be seen, supported by increasing disposable income. The market is characterised by polarisation, with economy-focused players like Lager 157 and premium brands such as House of Dagmar thriving alongside mid-priced brands. To succeed, brands should leverage om

Apparel and footwear in Israel remained resilient in 2025, with retail value sales rising by 4% and volume increasing by 2%, supported by a shift towards local shopping amid travel disruptions and the security situation. Growth also reflected relatively stable income conditions, with an average gross income of ILS230,359, although consumer sentiment remained cautious, with a consumer confidence index of -1.4. Brands strengthened their local presence and fulfilment capabilities, as illustrated by

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

The apparel and footwear market in Singapore demonstrated resilience in 2025, achieving retail value sales of SGD4.8 billion with 5% growth driven by rising disposable incomes and technological innovation. Sportswear was the best-performing category, recording 9% growth to reach SGD1.5 billion. The market is characterised by pronounced polarisation, with premium and value segments outpacing mid-tier offerings as consumers gravitate toward either affordable basics or authenticated pre-loved luxur