COMPETITIVE LANDSCAPE
Shein continues its rapid ascent in womenswear
Womenswear in Nigeria remained highly fragmented in 2025, with fragmentation increasing further over the period 2020-2025. Larger retailers and established brands faced pressure due to a consumer shift towards economy brands and growing competition from small retailers, local brands, and e-commerce platforms.
Local challengers impact womenswear
The competitive landscape for womenswear continues to see consumers move to a wide range of local or smaller, international brands, away from global brands. Local brands appeal through their authenticity and offerings that resemble traditional wear, targeting a middle- to upper-income consumer base that is less affected by economic fluctuations.
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Nigeria?
- How are products distributed in Nigeria?
- 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 Nigeria?
- Where is future growth expected to be most dynamic?
Womenswear in Nigeria - Category analysis
KEY DATA FINDINGS
Womenswear sees rising demand due to economic and social trends
Womenswear performs well, with strong demand for outerwear
Sustainable approaches gain traction in traditional wear
Resale platforms expand, challenging primary market sales
Rising incomes and urbanisation set to drive demand for modern womenswear
Digital channels and local brands to shape future sales
Increasing interest in premium and sustainable products among young female consumers
Shein continues its rapid ascent in womenswear
Local challengers impact womenswear
Apparel and footwear specialists leads womenswear distribution
Apparel and Footwear in Nigeria - Industry Overview
Growth for apparel and footwear amid e-commerce expansion and local brand emergence
Improved performance driven by price stabilisation and essential demand
Market polarisation, with cheap imported brands and local luxury brands performing well
Local premium brands offer a modern twist on ethnic clothing
Tariffs and supply chain disruptions influence dynamics
Local brands and population growth to drive expansion
Modern retail and local production set to boost sales of apparel
E-commerce and sustainability expected to drive growth
Movements in the competitive landscape, while high fragmentation remains
Emerging players and e-commerce to shape future dynamics
Offline specialist retailers dominate sales of apparel and footwear
Retail e-commerce is the fastest growing channel
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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