Fashion & Apparel Market Austria

Table of Contents

1. Executive Summary................................................................................................................................................ 3

2. Market Overview and Market Volume...................................................................................................................3

3. Market Structure and Major Players......................................................................................................................4

3.1 Retail landscape.............................................................................................................................................. 4

3.2 Recent structural changes.............................................................................................................................. 4

4. Consumer and Market Trends............................................................................................................................... 4

5. Market Opportunities for Foreign Suppliers..........................................................................................................5

5.1 Branded products...........................................................................................................................................5

5.2 No-name and private-label products..............................................................................................................5

5.3 Competitive advantages that work in Austria................................................................................................5

6. Products and Product Groups with Good Sales Potential......................................................................................5

7. Market Access Requirements.................................................................................................................................6

7.1 Requirements for all suppliers (EU product law applied in Austria)...............................................................6

7.2 Suppliers from the EU..................................................................................................................................... 6

7.3 Suppliers from non-EU European countries...................................................................................................7

7.4 Suppliers from overseas (outside Europe)......................................................................................................7

8. Routes to Market and Trade Fairs..........................................................................................................................7

9. Contacting Companies Lawfully in Austria............................................................................................................. 8

10. Directory of Importers, Buying Groups and Distribution Partners.......................................................................8

10.1 Fashion retail groups, department stores and specialist chains...................................................................9

10.2 Sports and outdoor buying groups and chains...........................................................................................10

10.3 Central buying of food retailers, discounters and non-food promoters.....................................................11

10.4 Online retailers, marketplaces and catalogue companies..........................................................................12

10.5 Wholesalers, sales agencies and order centres..........................................................................................12

10.6 International chains active in Austria (central buying abroad)...................................................................13

10.7 Associations and useful institutions............................................................................................................14

11. Important Legal Notice on the Use of Contact Data..........................................................................................14

12. Practical Action Plan for Market Entry............................................................................................................... 14

13. Sources and Methodology................................................................................................................................. 15

1. Executive Summary

Austria is a small but affluent fashion market of about 9.2 million consumers with high per-capita spending, a strong tourism economy and close commercial ties to Germany, Italy and Central and Eastern Europe. Clothing retail turnover amounts to roughly €5–6 billion per year; including footwear, accessories and online sales, consumer spending on fashion is estimated at around €8–9 billion. • Fragmented but consolidating: The fashion trade is the least concentrated retail sector in Austria – the three largest players (H&M, C&A, Peek & Cloppenburg) hold only about a quarter of the market. Since the pandemic, H&M, P&C and the Inditex group have been gaining share. • Online and Asian platforms: Online accounts for roughly a third of clothing spending. Temu and Shein generated about €560 million in Austria within twelve months, and around a quarter of consumers already buy fashion there. The abolition of the €150 duty exemption (flat €3 duty per item category since 1 July 2026) improves the position of suppliers who stock goods within the EU. • Restructuring creates openings: Insolvencies and ownership changes (Palmers 2025, Gössl 2024/25, Hervis sold in January 2026, Leder & Schuh sold) are reshaping supplier panels – new owners review assortments and sourcing. • Best opportunities: alpine/outdoor and ski apparel, athleisure, Tracht-inspired and premium knitwear, lingerie/hosiery, sustainable basics, kidswear, accessories (belts, bags), and private-label programmes for discounters and value chains. • Access: EU suppliers face no customs barriers but must meet EU product law (textile labelling, REACH, GPSR) and Austrian packaging licensing. Non-EU suppliers pay 12% MFN duty on most garments unless a preference (FTA, GSP/EBA, customs union with Türkiye) applies. A textile EPR scheme will be mandatory by April 2028. • Route to market: the Salzburg order centre Brandboxx (SCHICK, FESCH, Schuh Austria, ÖSFA) is the hub for reaching specialist retailers via agencies; large chains, buying groups and discounters are approached directly at their central buying offices.