Apparel and Footwear in Portugal

November 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Portugal 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in Portugal 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 Apparel and Footwear in Portugal?
  • Which are the leading brands in Portugal?
  • How are products distributed in Portugal?
  • 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 Apparel and Footwear in Portugal?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Apparel and Footwear in Portugal

Apparel and footwear in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?
Table 1 Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 2 Sales of Apparel and Footwear by Category: Value 2018-2023
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2019-2023
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2020-2023
Table 7 Distribution of Apparel and Footwear by Format: % Value 2018-2023
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2023
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2023-2028
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2023-2028
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2023-2028
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Childrenswear in Portugal

KEY DATA FINDINGS

Childrenswear registers slow volume growth while girl apparel outsells boys
The appeal of the second-hand market challenges sales in childrenswear
Licensed products gain ground as retailers launch collections based on TV shows
Prospects and Opportunities
Declining birth rates and the rise of second-hand goods threaten retail volume growth
Childrenswear will be increasingly influenced by quality and fashion trends
Innovations to focus on convenience and ease, attracting busy parents
Table 13 Sales of Childrenswear by Category: Volume 2018-2023
Table 14 Sales of Childrenswear by Category: Value 2018-2023
Table 15 Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 16 Sales of Childrenswear by Category: % Value Growth 2018-2023
Table 17 NBO Company Shares of Childrenswear: % Value 2019-2023
Table 18 LBN Brand Shares of Childrenswear: % Value 2020-2023
Table 19 Forecast Sales of Childrenswear by Category: Volume 2023-2028
Table 20 Forecast Sales of Childrenswear by Category: Value 2023-2028
Table 21 Forecast Sales of Childrenswear by Category: % Volume Growth 2023-2028
Table 22 Forecast Sales of Childrenswear by Category: % Value Growth 2023-2028

Apparel Accessories in Portugal

KEY DATA FINDINGS

Modest growth as items suffer from being viewed as non-essentials
The return of office-based work moderately stimulates demand for belts and ties
Local brand Parfois retains its lead despite losing ground on the landscape
Apparel accessories suffer from its non-essential nature in an uncertain economy
The casualwear trend will rise, negatively impacting sales of accessories
Interest in sport is representing a growing opportunity for accessories
Table 23 Sales of Apparel Accessories by Category: Volume 2018-2023
Table 24 Sales of Apparel Accessories by Category: Value 2018-2023
Table 25 Sales of Apparel Accessories by Category: % Volume Growth 2018-2023
Table 26 Sales of Apparel Accessories by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Apparel Accessories: % Value 2019-2023
Table 28 LBN Brand Shares of Apparel Accessories: % Value 2020-2023
Table 29 Forecast Sales of Apparel Accessories by Category: Volume 2023-2028
Table 30 Forecast Sales of Apparel Accessories by Category: Value 2023-2028
Table 31 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2023-2028
Table 32 Forecast Sales of Apparel Accessories by Category: % Value Growth 2023-2028

Menswear in Portugal

KEY DATA FINDINGS

High inflation rates negatively impact the recovery of menswear
Casualwear is the growing preference for many men in Portugal
Decathlon gains ground thanks to the rising sportswear trend
Prolonged economic uncertainty will continue to hinder retail volume growth
Brands invest further in menswear, focusing on personalisation to boost growth
E-commerce sales remain high as consumers preference convenience
Table 33 Sales of Menswear by Category: Volume 2018-2023
Table 34 Sales of Menswear by Category: Value 2018-2023
Table 35 Sales of Menswear by Category: % Volume Growth 2018-2023
Table 36 Sales of Menswear by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Menswear: % Value 2019-2023
Table 38 LBN Brand Shares of Menswear: % Value 2020-2023
Table 39 NBO Company Shares of Men’s Nightwear: % Value 2019-2023
Table 40 LBN Brand Shares of Men’s Nightwear: % Value 2020-2023
Table 41 NBO Company Shares of Men’s Outerwear: % Value 2019-2023
Table 42 LBN Brand Shares of Men’s Outerwear: % Value 2020-2023
Table 43 NBO Company Shares of Men’s Swimwear: % Value 2019-2023
Table 44 LBN Brand Shares of Men’s Swimwear: % Value 2020-2023
Table 45 NBO Company Shares of Men’s Underwear: % Value 2019-2023
Table 46 LBN Brand Shares of Men’s Underwear: % Value 2020-2023
Table 47 Forecast Sales of Menswear by Category: Volume 2023-2028
Table 48 Forecast Sales of Menswear by Category: Value 2023-2028
Table 49 Forecast Sales of Menswear by Category: % Volume Growth 2023-2028
Table 50 Forecast Sales of Menswear by Category: % Value Growth 2023-2028

Womenswear in Portugal

KEY DATA FINDINGS

High inflation and the rise of second-hand goods limits retail volume growth
Low-cost players benefit from consumers trading down to more affordable options
Brands invest in retail as consumers return to brick-and-mortar stores
Retail volume growth unlikely to reach pre-COVID-19 levels in the forecast period
Sportswear and athleisure are set to drive sales across the forecast period
Modern grocery retailers lose ground as spending power increases
Table 51 Sales of Womenswear by Category: Volume 2018-2023
Table 52 Sales of Womenswear by Category: Value 2018-2023
Table 53 Sales of Womenswear by Category: % Volume Growth 2018-2023
Table 54 Sales of Womenswear by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Womenswear: % Value 2019-2023
Table 56 LBN Brand Shares of Womenswear: % Value 2020-2023
Table 57 NBO Company Shares of Women's Nightwear: % Value 2019-2023
Table 58 LBN Brand Shares of Women's Nightwear: % Value 2020-2023
Table 59 NBO Company Shares of Women's Outerwear: % Value 2019-2023
Table 60 LBN Brand Shares of Women's Outerwear: % Value 2020-2023
Table 61 NBO Company Shares of Women’s Swimwear: % Value 2019-2023
Table 62 LBN Brand Shares of Women’s Swimwear: % Value 2020-2023
Table 63 NBO Company Shares of Women's Underwear: % Value 2019-2023
Table 64 LBN Brand Shares of Women's Underwear: % Value 2020-2023
Table 65 Forecast Sales of Womenswear by Category: Volume 2023-2028
Table 66 Forecast Sales of Womenswear by Category: Value 2023-2028
Table 67 Forecast Sales of Womenswear by Category: % Volume Growth 2023-2028
Table 68 Forecast Sales of Womenswear by Category: % Value Growth 2023-2028

Jeans in Portugal

KEY DATA FINDINGS

Second-hand goods and casual wear challenges retail volume growth
Sustainability continues to be a major factor for Jean's brands
Jeans witnesses polarisation on the competitive landscape as mid-range offerings struggle
Retail volume is not set to recover to pre-COVID-19 levels in the forecast period
Leading brands focus on sustainability to add value and appeal to consumers
Jeans set to focus on comfort and functionality to compete with other trouser options
Table 69 Sales of Jeans by Category: Volume 2018-2023
Table 70 Sales of Jeans by Category: Value 2018-2023
Table 71 Sales of Jeans by Category: % Volume Growth 2018-2023
Table 72 Sales of Jeans by Category: % Value Growth 2018-2023
Table 73 Sales of Men’s Jeans by Category: Volume 2018-2023
Table 74 Sales of Men’s Jeans by Category: Value 2018-2023
Table 75 Sales of Men’s Jeans by Category: % Volume Growth 2018-2023
Table 76 Sales of Men’s Jeans by Category: % Value Growth 2018-2023
Table 77 Sales of Women’s Jeans by Category: Volume 2018-2023
Table 78 Sales of Women’s Jeans by Category: Value 2018-2023
Table 79 Sales of Women’s Jeans by Category: % Volume Growth 2018-2023
Table 80 Sales of Women’s Jeans by Category: % Value Growth 2018-2023
Table 81 NBO Company Shares of Jeans: % Value 2019-2023
Table 82 LBN Brand Shares of Jeans: % Value 2020-2023
Table 83 Forecast Sales of Jeans by Category: Volume 2023-2028
Table 84 Forecast Sales of Jeans by Category: Value 2023-2028
Table 85 Forecast Sales of Jeans by Category: % Volume Growth 2023-2028
Table 86 Forecast Sales of Jeans by Category: % Value Growth 2023-2028
Table 87 Forecast Sales of Men’s Jeans by Category: Volume 2023-2028
Table 88 Forecast Sales of Men’s Jeans by Category: Value 2023-2028
Table 89 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2023-2028
Table 90 Forecast Sales of Men’s Jeans by Category: % Value Growth 2023-2028
Table 91 Forecast Sales of Women’s Jeans by Category: Volume 2023-2028
Table 92 Forecast Sales of Women’s Jeans by Category: Value 2023-2028
Table 93 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2023-2028
Table 94 Forecast Sales of Women’s Jeans by Category: % Value Growth 2023-2028

Hosiery in Portugal

KEY DATA FINDINGS

Hosiery registers positive retail volume growth, boosted by sports and events
Non-sheer continues to drive sales, while sheer hosiery boosts growth
Private label gaining ground during a challenging economic environment
Hosiery is expected to showcase modest growth across the forecast period
Sustainability to gain further ground following consumers' heightened awareness
The rising interest in sport will drive sales for functional hosiery
Table 95 Sales of Hosiery by Category: Volume 2018-2023
Table 96 Sales of Hosiery by Category: Value 2018-2023
Table 97 Sales of Hosiery by Category: % Volume Growth 2018-2023
Table 98 Sales of Hosiery by Category: % Value Growth 2018-2023
Table 99 NBO Company Shares of Hosiery: % Value 2019-2023
Table 100 LBN Brand Shares of Hosiery: % Value 2020-2023
Table 101 Forecast Sales of Hosiery by Category: Volume 2023-2028
Table 102 Forecast Sales of Hosiery by Category: Value 2023-2028
Table 103 Forecast Sales of Hosiery by Category: % Volume Growth 2023-2028
Table 104 Forecast Sales of Hosiery by Category: % Value Growth 2023-2028

Footwear in Portugal

KEY DATA FINDINGS

Decline in retail volume growth amid challenging economic conditions
Children's footwear is the most resilient area, as shoes need replacing regularly
Sport footwear is attracting new players to the footwear landscape
Polarisation of the landscape as retail volume sales are challenged
More comfortable shoes take advantage of the smart casual trend
Footwear brands invest in mono-brand outlets to boost brand loyalty
Table 105 Sales of Footwear by Category: Volume 2018-2023
Table 106 Sales of Footwear by Category: Value 2018-2023
Table 107 Sales of Footwear by Category: % Volume Growth 2018-2023
Table 108 Sales of Footwear by Category: % Value Growth 2018-2023
Table 109 NBO Company Shares of Footwear: % Value 2019-2023
Table 110 LBN Brand Shares of Footwear: % Value 2020-2023
Table 111 Distribution of Footwear by Format: % Value 2018-2023
Table 112 Forecast Sales of Footwear by Category: Volume 2023-2028
Table 113 Forecast Sales of Footwear by Category: Value 2023-2028
Table 114 Forecast Sales of Footwear by Category: % Volume Growth 2023-2028
Table 115 Forecast Sales of Footwear by Category: % Value Growth 2023-2028

Sportswear in Portugal

KEY DATA FINDINGS

COVID-19 reinforces Portuguese consumers interest in health and fitness
The rising athleisure trend bolsters sales of trainers, as comfort rules
Established players face growing competition from upcoming brands
Sportswear posts positive volume growth, driven by rising interest in activities
The athleisure trend remains popular as consumers preference comfort 
Fast-fashion will increasingly focus on launching performance sportswear
Table 116 Sales of Sportswear by Category: Value 2018-2023
Table 117 Sales of Sportswear by Category: % Value Growth 2018-2023
Table 118 NBO Company Shares of Sportswear: % Value 2019-2023
Table 119 LBN Brand Shares of Sportswear: % Value 2020-2023
Table 120 Distribution of Sportswear by Format: % Value 2018-2023
Table 121 Forecast Sales of Sportswear by Category: Value 2023-2028
Table 122 Forecast Sales of Sportswear by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Apparel and Footwear

      • Baby and Toddler Wear
      • Boys' Apparel
      • Girls' Apparel
      • Belts
      • Gloves
      • Hats/Caps
      • Scarves
      • Ties
      • Other Apparel Accessories
        • Men's Nightwear
            • Economy Men's Jeans
            • Standard Men's Jeans
            • Premium Men's Jeans
            • Super Premium Men's Jeans
            • 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
        • Men's Swimwear
        • Men's Underwear
        • Women's Nightwear
            • Economy Women's Jeans
            • Standard Women's Jeans
            • Premium Women's Jeans
            • Super Premium Women's Jeans
            • 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
        • Women's Swimwear
        • Women's Underwear
      • Nightwear
          • Economy Jeans
          • Standard Jeans
          • Premium Jeans
          • Super Premium Jeans
          • Dresses
          • Jackets and Coats
          • Jumpers
          • Leggings
          • Shirts and Blouses
          • Shorts and Trousers
          • Skirts
          • Suits
          • Tops
          • Other Outerwear
      • Swimwear
      • Underwear
      • Sheer Hosiery
      • Non-Sheer Hosiery
    • Children's Footwear
    • Men's Footwear
    • Women's Footwear
      • Performance Apparel
      • Outdoor Apparel
      • Sports-inspired Apparel
      • Performance Footwear
      • Outdoor Footwear
      • Sports-inspired Footwear

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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This report originates from Passport, our Apparel and Footwear research and analysis database.

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