+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)
New

Apparel and Footwear in Portugal

  • PDF Icon

    Report

  • 81 Pages
  • February 2026
  • Region: Portugal
  • Euromonitor International
  • ID: 2985216
In 2025, apparel and footwear in Portugal saw retail value sales increase by 2% in current terms, to reach EUR6.52 billion. The industry was characterised by a mix of challenges and opportunities, with technological advancements and sustainability initiatives becoming more evident. Low-cost retailers and private label products gained prominence, driven by consumer price sensitivity, although some local consumers and tourists remained willing to spend on premium products.

This Apparel and Footwear in Portugal report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025 and analysis by distribution format allowing you to identify the sectors driving growth. It identifies the leading companies, leading brands, and offers strategic analysis of key factors influencing the market. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Apparel, Footwear, Sportswear.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Apparel and Footwear market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Technological advances and value-driven consumption propel growth in apparel and footwear
KEY DATA FINDINGS
  • CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
  • Low-cost retailers gain prominence amid economic constraints
  • CHART 2 Primark Expands in Portugal, Reaching 14 Outlets by the End of 2025
  • Tourism drives retail investment and growth in luxury apparel and footwear
  • CHART 3 Lanidor Opens a New Store in Alfama, Introducing a New Store Concept
  • Technology boosts efficiency and enhances the customer experience
  • CHART 4 Parfois Partners with DXC Technology to Improve Customer Experience
WHAT’S NEXT?
  • Economic stabilisation and low-cost brands forecast to drive sustainable growth
  • The rise of resale will lead to greater competition for the primary market
  • Sustainability and communication set to shape the future of apparel and footwear
  • CHART 5 Analyst Insight
COMPETITIVE LANDSCAPE
  • Itx Portugal maintains its lead, but fast fashion players drive growth
  • Sonae's divestment likely to reshape the competitive dynamics
CHANNELS
  • Offline retail leads, dominated by apparel and footwear specialists
  • Continued growth for retail e-commerce, with omnichannel retailing a growing trend
ECONOMIC CONTEXT
  • CHART 6 Real GDP Growth and Inflation 2020-2030
  • CHART 7 PEST Analysis in Portugal 2025
CONSUMER CONTEXT
  • CHART 8 Key Insights on Consumers in Portugal 2025
  • CHART 9 Consumer Landscape in Portugal 2025
COUNTRY REPORTS
SOURCES
  • Summary 1 Research Sources
WOMENSWEAR IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Rising disposable incomes and tourism contribute to a rebound for womenswear
  • CHART 10 Key Trends 2025
INDUSTRY PERFORMANCE
  • Rebound driven by macroeconomic and category-specific factors
  • Mango and Parfois implement AI-driven innovations
  • CHART 11 Mango Launches a Generative AI-Powered Virtual Fashion Assistant
  • Sustainable materials and circularity drive product innovation
  • CHART 12 Sensihemp Receives The Circular Project Prize for Sustainable Fashion
WHAT’S NEXT?
  • Luxury products anticipated to drive growth and innovation
  • Digital innovation expected to enhance the shopping experience
  • Consumer demand for sustainable options set to continue to impact womenswear
  • CHART 13 Analyst Insight
COMPETITIVE LANDSCAPE
  • Itx Portugal maintains its lead, but sees competition from low-cost players like Primark
  • Market polarisation and mid-market pressures shape the competition in womenswear
  • CHART 14 Danish Brand Vero Moda Enters Portugal, with 10 Stores Expected by 2027
  • Opportunities expected to arise from market shifts and innovation
CHANNELS
  • Offline retail dominates sales of womenswear in Portugal
  • Retail e-commerce gains traction, but omnichannel retailing particularly valued
COUNTRY REPORTSMENSWEAR IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Economic stability and evolving consumption trends drive growth in menswear
  • CHART 15 Key Trends 2025
INDUSTRY PERFORMANCE
  • Economic stability drives growth, with athleisure an important trend
  • Tourism and luxury expansion reshape menswear
  • CHART 16 Fashion Clinic Opens a New Store in Comporta - This Time Featuring Menswear
  • Sustainability and inclusivity drive design innovation
  • CHART 17 Second-Hand Fashion: Micolet Expands in Portugal by Acquiring MyCloma
WHAT’S NEXT?
  • Leisure, travel, and economic stability expected to drive growth
  • Sustainability and inclusivity to reshape the menswear landscape
  • Demand for craftsmanship set to drive growth for luxury menswear and resale
COMPETITIVE LANDSCAPE
  • Low-cost brands see share growth in menswear
  • Market polarisation shapes menswear trends
  • CHART 18 French Label Celio Arrives in Portugal
  • MO acquisition and strategic autonomy reshape competitive dynamics
CHANNELS
  • Offline retail dominates menswear, as consumers want to ensure the best fit
  • Growth for retail e-commerce thanks to competitive pricing and agile supply
COUNTRY REPORTSCHILDRENSWEAR IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Essential needs and polarisation drive modest growth in childrenswear
  • CHART 19 Key Trends 2025
INDUSTRY PERFORMANCE
  • Value growth positive but subdued as consumers are cautious and the target population falls
  • Market polarisation evident, with the middle of the market not performing as well
  • Baby and toddler wear drives growth in childrenswear, but girls’ apparel leads sales
  • Sustainable practices and inclusive designs drive innovation
  • CHART 20 Kiabi Invests in Circular Childrenswear
WHAT’S NEXT?
  • Growth expected across the board despite some challenges from the falling population 0-14
  • Sustainability expected to impact consumer behaviour and business strategies
  • Omnichannel strategies anticipated to redefine the shopping experience
  • CHART 21 Analyst Insight
COMPETITIVE LANDSCAPE
  • Low-cost brands drive growth as Itx Portugal maintains its lead
  • Niche entrants and digital strategies reshape the childrenswear competitive landscape
  • CHART 22 Mango Teen Reaches the National Market
  • Continente partners with Blukids to boost sales of childrenswear
  • CHART 23 Continente Strengthens its Childrenswear Offering Through a Partnership with BluKids
  • Mergers and acquisitions reshape the competitive dynamics
CHANNELS
  • Offline channels dominate sales of childrenswear in Portugal
  • Retail e-commerce gains traction in childrenswear
COUNTRY REPORTSSPORTSWEAR IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Athleisure and collaborations drive growth in sportswear
  • CHART 24 Key Trends 2025
INDUSTRY PERFORMANCE
  • Fast fashion brands drive athleisure growth through strategic collaborations
  • Lifestyle shifts and value-driven competition reshape the sportswear landscape
  • CHART 25 Lefties x Umbro: A Strategic Alliance Reinforcing Athleisure Momentum
  • AI and technical innovation drive performance and sustainability in sportswear
  • CHART 26 New Balance Releases FuelCell Rebel v5
WHAT’S NEXT?
  • Advanced materials and sustainability to drive sportswear innovation
  • Blurring lines between performance and fashion expected in sportswear
  • CHART 27 Analyst Insight
  • New players and marketing strategies to intensify the competition
COMPETITIVE LANDSCAPE
  • Nike and adidas lead amidst competitive pressures
  • Strategic diversification and niche challengers reshape the sportswear competitive landscape
  • CHART 28 Yuccs and Alohas: Social Media Drives Growth in Sports-Inspired Footwear
CHANNELS
  • Offline retail channels lead sportswear through diversified offerings and best fit
  • Retail e-commerce grows as consumers value convenience and competitive prices
COUNTRY REPORTSJEANS IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Sustainability and AI integration drive growth in jeans
  • CHART 29 Key Trends 2025
INDUSTRY PERFORMANCE
  • Market polarisation characterises the performance of jeans
  • CHART 30 Leveraging Star Power: Salsa Jeans Harnesses Celebrity Power in 2025 Campaigns
  • Salsa Jeans drives sustainable innovation with biodegradable collection
  • CHART 31 Salsa Jeans Unveils First 100% Biodegradable Collection
WHAT’S NEXT?
  • Companies anticipated to focus on sustainability and innovation
  • Economy jeans will remain dominant, but super premium jeans set to drive value growth
  • AI is anticipated to shape the future of jeans through recommendations and forecasting
  • Capsule collections expected to be used to create a sense of urgency
  • CHART 32 Analyst Insight
COMPETITIVE LANDSCAPE
  • Salsa Jeans maintains its brand lead, while Primark sees dynamism in the economy segment
  • Space for new brands and new collections in jeans
  • CHART 33 Vilanova Launches its Denim Journey Collection
  • Strategic moves to shape the competitive landscape
CHANNELS
  • Physical stores drive sales with brand visibility and consumer engagement
  • Retail e-commerce gains traction with exclusive offerings and personalisation
COUNTRY REPORTSHOSIERY IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Muted growth and sustainability focus define hosiery in Portugal
  • CHART 34 Key Trends 2025
INDUSTRY PERFORMANCE
  • Cautious spending drives decline for hosiery, but consumers value comfort
  • Non-sheer hosiery leads value sales, although sheer hosiery maintains growth
  • Sustainable materials drive innovation in hosiery
  • CHART 35 Calzedonia Leads Sustainability in Hosiery with Eco-Friendly Tights
  • Digital narrative and narrative storytelling are key success factors in hosiery
  • CHART 36 Blending Global Icons with Local Storytelling: Calzedonia’s Communication Strategy
WHAT’S NEXT?
  • Sustainability will drive innovation and consumer interest
  • Hosiery expected to continue to evolve from function to bold fashion statement
  • Textile technology set to advance and drive innovation
COMPETITIVE LANDSCAPE
  • Calzedonia maintains its lead as challengers gain ground through innovation
  • Emerging brands challenge the leaders through a focus on health and lifestyle
  • CHART 37 Compression Socks Reimagined: Portugal’s Maly Socks Bridge Health and Style
  • Innovative marketing strategies and product launches expected to drive future growth
CHANNELS
  • Offline channels dominate hosiery, but retail e-commerce rises
COUNTRY REPORTSAPPAREL ACCESSORIES IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Lifestyle trends and economic growth bolster sales of apparel accessories in Portugal
  • CHART 38 Key Trends 2025
INDUSTRY PERFORMANCE
  • Rising incomes and casualisation stimulate growth for apparel accessories
  • Market polarisation shapes consumer preferences
  • CHART 39 Zara Launches a Capsule Collection in Collaboration with Style Not Com
  • Sustainability and inclusivity drive innovation in apparel accessories
  • CHART 40 Reloop Market and the Rise of Second-Hand Accessories in Portugal
WHAT’S NEXT?
  • Personalisation and self-expression expected to drive growth
  • Sustainable practices likely to gain traction among environmentally conscious consumers
  • CHART 41 Analyst Insight
  • Innovative collaborations and capsule collections expected to fuel growth
COMPETITIVE LANDSCAPE
  • The top three companies maintain their positions, while value player Primark performs well
  • Challengers gain ground with niche offerings
  • CHART 42 Cool Hat - New Headwear in Portugal
  • Strategic moves and emerging trends
CHANNELS
  • Offline retail dominates due to the sensory shopping experience
  • Retail e-commerce rises, with omnichannel retail set to become more important
COUNTRY REPORTSFOOTWEAR IN PORTUGALKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Tourism and sustainability offset move to lower-cost products
  • CHART 43 Key Trends 2025
INDUSTRY PERFORMANCE
  • Footwear faces challenges including rising costs and other spending priorities
  • Sustainable innovations drive differentiation and creativity in footwear
  • CHART 44 BioShoes4All: Boosting Sustainable Innovation in Portuguese Footwear
WHAT’S NEXT?
  • Brands likely to prioritise sustainability and innovation to drive growth
  • Collaborative projects and retail diversification expected to intensify the competition
  • CHART 45 Analyst Insight
  • Digital transformation and personalisation set to redefine the footwear value proposition
COMPETITIVE LANDSCAPE
  • Itx Portugal extends its lead, with Erich Brodheim seeing a strong increase
  • New entrants from apparel and collaborations drive competition and differentiation
  • CHART 46 Kiabi Expands into Children’s Footwear with KiTChouN Collection
  • Smaller players emerge and target niche segments
  • CHART 47 From Barebound to Retro Sports: Portugal’s Footwear Evolution
  • Mergers and acquisitions reshape the dynamics and create opportunities
CHANNELS
  • Offline retail maintains its leadership, driven by apparel and footwear specialists
  • Retail e-commerce expands thanks to pure online players and omnichannel strategies
COUNTRY REPORTS