The proliferation of global influences, facilitated by increased internet penetration, has exposed Indian men to diverse and evolving fashion trends from around the world, which continued to drive growth in 2024. However, menswear in India experienced a slowing of growth in 2024, with a single-digit retail current value increase in this year, after several years of double-digit growth, as some men held back on spending on discretionary fashion. Higher living expenses and conservative urban senti

Overall demand for menswear in South Africa remained weak in 2024, with further declines for men’s suits and men’s jackets and coats, in particular. Since the pandemic, office attire has shifted towards more casual and semi-smart options.

In 2024, menswear in Brazil has continued to navigate a complex and evolving landscape, shaped by economic improvement, environmental challenges, and shifting consumer behaviours. The post-pandemic world has ushered in a preference for comfort and simplicity in fashion, with men consolidating towards basic and versatile clothing. Unlike womenswear, which had to adjust significantly to meet the demand for affordability and more basic styles, menswear has long prioritised practical and cost-effect

After a year of little retail volume movement and current value decline in 2023, menswear in Vietnam is expected to see a slight rebound in 2024, with positive growth rates in both retail volume and current value terms, due to an improved economic performance. Nevertheless, with ongoing wars around the world contributing to an unstable economic outlook, many Vietnamese consumers are still inclined to save money and reduce their expenditure on non-essential items such as fashion items, often choo

In 2024, menswear in Sweden followed broader apparel trends, with a slight decline in volume sales and a 3% uplift in value growth. The retail value uplift was partly driven by inflation and rising unit prices.

Menswear in Germany continues to record solid value growth in 2024, as retail volume sales improve during the year. Several factors are contributing to consumer demand for menswear, including a continued shift back to working in the office and travelling. The return to working more frequently at the office instead of at home – whether as part of hybrid measures or completely in-person – as well as the need to travel for work to attend conferences or visit clients, is driving the need for consume

Like their female counterparts, men were increasingly price sensitive in 2024 and this damaged sales of menswear in Israel. Major menswear fashion brands such as Zara were some 30-50% more expensive in Israel than in the same stores in Spain and France. As a result, customers had to wait until they could travel abroad or look for other options. Men tend to cut back on fashion items when they are feeling cash strapped and 2024 was no exception as prices continued to rise on the back of higher tra

In 2024, the retail value sales of menswear in Austria saw a modest increase of 2%, largely driven by higher prices. However, demand was challenged as consumers grappled with the ongoing cost of living crisis. With many focusing on essential purchases rather than non-essential fashion, retail volume growth in menswear sales saw a decline of 1%. However, employees' return to the office contributed to positive retail volume growth for men's suits, which recorded standout retail volume growth of 5%

Menswear registered strong current value growth in Ukraine in 2024. The category’s positive dynamics were supported by rising unit prices because of higher logistical and manufacturing costs, and the expansion of branded products at the expense of unbranded ones. During the year, the menswear category continued to evolve in the context of the war conditions in the country. Millions of women who frequently used to buy apparel for their menfolk remained abroad having fled the country at the beginn

Like overall apparel and footwear, menswear is also set to experience a slowdown in its retail current value growth rate in Mexico in 2024, primarily due to rising prices within the category. Historically, menswear is more sensitive to price fluctuations than womenswear, and given that prices have been increasing for most of the year, it is expected that consumption will be affected. However, most categories are still expected to maintain retail volume growth, even if this is low. Exceptions are

While retail value sales of menswear in Australia have risen by 4% in 2024, volume sales have only marginally improved following the previous year’s decline. The category has been subject to the shocks evident across the industry during the review period, initially due to the impact of COVID-19 and related lockdowns, store closures and the necessity of working and studying from home. In the latter part of the review period, the economic downturn – both locally and globally – and rising interest

After strong double-digit growth in 2023, retail volume and value sales of menswear in Hong Kong have returned to decline in 2024 due to broader economic uncertainty in the region. In particular, demand for luxury menswear has been impacted by the overall reduction of international tourism spending as a result of an unfavourable exchange rate. With the Hong Kong dollar pegged to the strong US dollar, purchasing apparel in the city has become more expensive for overseas visitors, especially mainl

Menswear registered declining volume sales in 2024 due to high levels of price-sensitivity among Turkish consumers, but particularly male consumers. Men chose to shop less frequently for apparel and footwear due to the challenging economy and political uncertainty. In addition, many men prefer to spend their precious disposable income on experiences, such as holidays, to the detriment of menswear products.

Sales of menswear are slowing in Hungary in 2024 compared to 2023, which is attributed to inflated prices and fewer discounts. Also, men are noted to be more inclined to buy items as they need them, rather than making purchases based on the latest trends or emotionally driven impulse purchases. Volume sales of suits are noted to have declined compared to 203, for example, which is also attributed to the trend for more relaxed styles, while men’s nightwear remains in negative volume figures due t

Retail volume sales of menswear in Chile have been experiencing a resurgence, posting double-digit growth in 2024. This growth has been primarily driven by the competitive pricing that has defined Chilean retail during the first half of the year, particularly among the private label ranges of major department stores and smaller retailers.

Menswear in Norway faced declining volume sales in 2024 although current value sales rose modestly. Consumption is showing signs of improvement with demand stabilising after the impact of the pandemic and the high inflationary period. Indeed, in 2023 and 2024, shopping habits have moved back to pre-pandemic patterns. High inflation has contributed to frequent discounting in menswear, with sales seen almost ongoing in some stores, which has naturally undermined value sales. Low-cost retailers and

The Y2K retro trend continues to heat up in 2023-2024 in menswear. Loose-fitting streetwear is still the mainstream trend in menswear among younger groups in Taiwan, and it remains to be seen whether the trend will change in the future as various new core styles have emerged in 2024. Taiwan’s street fashion is now in a state of continuous growth and style diversification, with new brands and street fashion select shops supporting its development. In addition to various Japanese, Korean and Ameri

Menswear recorded strong decline in retail volume and current value terms over 2024, with all categories reporting sales losses. In the face of ongoing economic restraints, consumers have been prioritising expenditure in other areas like travel and tourism at the expense of fashion. Despite the upward pressure on prices from higher costs, the average value per transaction decreased by almost 1% in the year, fuelled by downtrading. Such economising has benefited fast fashion players in Portugal.

The shift to back to office work boosted demand for professional menswear in 2023, especially suits and shirts. Although this trend was less pronounced in 2024, these categories remain staples in men’s wardrobes, with many consumers seeking affordable yet stylish options. Male consumers are more likely to go for practical apparel solutions and favour having a small number of good quality items, rather than having a full wardrobe. Premium brands such as Tommy Hilfiger, Guess, Calvin Klein and Kar

Menswear consumers in Poland are prioritising quality and affordability over brand prestige in 2024. Polish men are relatively value-driven when buying apparel, rather than being loyal to specific brands. This trend is evident across various menswear categories, where products that strike the right balance between high quality and reasonable pricing are performing well. In turn, this trend is putting pressure on manufacturers to maintain competitive prices while dealing with rising production an

Menswear in Morocco registered a stronger increase in retail volume growth over 2024, whilst current value growth has slowed down. The slowdown in unit prices has stimulated higher consumption of menswear, reflecting a rebound in consumer purchasing power. Certain product categories, such as men’s tops, shorts and trousers are exhibiting greater dynamism due to their affordability as basic items. Many consumers in Morocco are showing a stronger interest in purchasing menswear thanks to lower inf

As in other apparel categories, menswear is also becoming more polarised between economy and premium menswear. Mid-priced apparel is seeing lower growth while economy lines are in high demand from consumers looking to save money. Budget retail concepts such as Primark are attracting a larger volume of customers to the detriment of middle-priced retailers like WE and Jack Jones. Dutch consumers were still mindful of expenditure and chose to make purchases primarily based on price. At the opposite

Menswear is seeing positive value and volume growth in South Korea in 2024, albeit at slightly lower levels than seen in womenswear. Notably, menswear is cited as a category in which local brands are rising, taking over from the past when international labels were more prominent, and also making a name for themselves on the world stage. Homegrown brands are strong in the premium segment and in streetwear fashion in menswear, with examples such as Songzio, which is recognised for its “artistic an

The menswear market in Greece is set to continue to expand in 2024, with major global brands like Zara, Pull & Bear, Bershka, and Massimo Dutti - all part of the Inditex group - dominating the landscape. The popularity of these brands stems from their ability to quickly respond to emerging fashion trends, consistently refreshing their collections to stay relevant and appealing to consumers. Moreover, their strong presence across both online and offline retail channels throughout Greece significa