COMPETITIVE LANDSCAPE
H&M and C&A lead through sustainability and affordability
The womenswear market in Austria remained highly fragmented in 2025, with a mix of global players, domestic brands and online platforms competing for share and consumer attention. Hennes & Mauritz (H&M) continued to lead the market, followed closely by C&A Mode, with both maintaining their positions due to strong brand recognition, wide product assortments and established omnichannel strategies.
Opportunities emerge from sustainability and technological advancements
The womenswear market in Austria is expected to continue its growth trajectory, driven by increasing consumer demand for sustainable and comfortable clothing. By 2030, retail sales are forecast to reach EUR5.
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 Womenswear 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 Womenswear 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 Womenswear in Austria?
- Where is future growth expected to be most dynamic?
Womenswear in Austria - Category analysis
KEY DATA FINDINGS
Sustainability an increasingly important trend in Austrian womenswear
Sustainable fashion gains traction through resale and rental
Women’s outerwear dominates the market
Resale and rental drive dynamic growth
Consumers drive demand for sustainable and comfortable womenswear
Women’s outerwear will remain dominant, comfort will drive growth
Technology and sustainability will shape the future of womenswear
H&M and C&A lead through sustainability and affordability
Opportunities emerge from sustainability and technological advancements
Zalando drives e-commerce growth with AI-powered personalisation
AI innovation boosts e-commerce in womenswear retail
No new retail concepts emerge in 2026
Sustainability drives innovation in product design
Eco-friendly practices boost business
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:
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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