PMR report: By 2025 underwear will account almost 15% of fashion market

Wpis dostępny jest także w języku: polski

According to PMR forecasts, underwear market will not suffer much compared to other segments of fashion market due to COVID-19, declining by 6% y-o-y. What is caused, among others, by low seasonality of underwear products.

According to PMR estimates, undearwear retail market in Poland in 2019 was worth over PLN 4.8bn and accounted over 12% of clothing and footwear market in Poland. What is more, by 2025 this share will reach over 14%.

Underwear market will not suffer much compared to other segments of clothing and footwear market in Poland. According to PMR forecasts, in 2020 the market will fall by 3 pp. or 4 pp. less than clothing and footwear markets, respectively, compared with 2019. The underwear market is characterised by slight seasonality. Therefore, among other , it is expected that COVID-19 will not affect the market as negatively as other segments of fashion market.

Moreover, the market will grow at an average annual rate of 8% in the following years (2021-2025), according to the latest PMR report.

Underwear market is still characterised by low consolidation

According to PMR estimates, 10 largest companies recorded 30% share in underwear market in 2019, which means that the market is still characterised by low consolidation.

Unchanged since 2018, the market leader is Calz Polska,  operator of Calzedonia, Intimissimi and Tezenis, with a market share of 6%.

Growing share of underwear sales in clothing chains

Apart from stores specialising in underwear sales, clothing chains play an important role in the market.  Among 10 largest players in terms of revenues, three of them are non-specialised in underwear – H&M, Reserved and Zalando, with a share of 32% among the largest players in 2019.

The analysis is part of PMR report: Underwear retail market in Poland 2020.

About the author

Karolina Szałas

Retail Market Analyst

Analyst with over three years of experience in retail market. Areas of specialization: clothing and footwear market, cosmetics market and e-commerce.