COMPETITIVE LANDSCAPE
lululemon athletica continues to make gains with premium athleisure
The competitive landscape of womenswear in Australia remains moderately concentrated, with a mix of global players and domestic brands competing for share. The top manufacturers by retail value share terms in 2025 were Premier Investments Ltd with 7%, Cotton On Clothing Pty Ltd with 4%, and lululemon athletica Australia Pty Ltd with 3%.
Dynamic brands and circular fashion platforms
Emerging retail brands like Alémais and Dlish are thriving through the use of luxe fabrics, joyful designs, and strong digital marketing. Circular fashion platforms like Rntr and resale initiatives such as By Billie's branded platform are driving sustainability and consumer loyalty.
Mergers, acquisitions, and innovations reshape the competitive landscape
A major transaction anticipated is the shareholder-backed merger of Australian department store Myer with Premier Investments' apparel brands subsidiary, expected to close in early 2026, combining large retail portfolios to create a stronger platform with over 780 stores.
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 Womenswear 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 Womenswear 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 Womenswear in Australia?
- Where is future growth expected to be most dynamic?
Womenswear in Australia - Category analysis
KEY DATA FINDINGS
Greater female participation in the workplace drives up demand for womenswear
Easing of economic pressures supports greater spending, but consumers remain cautious
Women's outerwear dominates sales, driven by demand for versatility
Women's swimwear sees dynamic growth, driven by sustainable trends
Positive outlook supported by stable economy and rise in disposable incomes
Sustainable fashion and digitalisation to influence future womenswear development
lululemon athletica continues to make gains with premium athleisure
Dynamic brands and circular fashion platforms
Mergers, acquisitions, and innovations reshape the competitive landscape
E-commerce continues to drive distribution of womenswear
Omnichannel strategies become crucial for market success
Sustainability drives innovation through eco-friendly materials
Rental platforms set new standards with circular models
AI drives personalisation and sustainability in design
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:
Womenswear
- 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
Womenswear
This is the aggregation of women's outerwear and women'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 Womenswear research and analysis database.
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