Childrenswear in Austria - New Market Study Published

Although little growth is being registered in the numbers of children among the Austrian population, this is being compensated for by the seemingly unrestrained spending of parents on their babies and children. The majority of modern Austrian households are quite small and consist of one or two children at most, which enables parents to spend more per child. There is thus no reason to attempt to make any cost savings when it comes to choosing childrenswear, the trend which in turn is supported by the high disposable incomes and high living standards which are prevalent in Austria.

Competitive Landscape

Childrenswear remained a fragmented category in 2015 with the five leading companies accounting for 26% of total retail value sales in the category. Childrenswear is also category characterised by the strong presence of multinational companies and the leading Europe-wide apparel and footwear specialist retailers chains such as Esprit and H&M. This has resulted in high density in terms of apparel styles, marketing activity and attempts to build and maintain consumer trust among the leading retail brands as well as a relatively dynamic and vibrant competitive environment. The category has also benefited considerably from the presence of large companies with strong financial capacity and superior marketing expertise.

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Industry Prospects

The number of children among the Austrian population is expected to remain static over the forecast period. Nevertheless, Austrian parents are expected to continue to indulge their babies and children, which is likely to compensate somewhat for the low birth rate in the country. Nevertheless, many Austrian parents are also expected to be decidedly cautious in their spending, with the majority of them are likely to remain price-sensitive in terms of their preference for bargains and their willingness to wait for sales events before purchasing childrenswear.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Austria market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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