Discount Fashion Stores are at the Top of the Austrian Clothing Retail Sector

Half of the clothing retailers` sales area in Austria is concentrated on 20 districts. About 20% of the total sales area in this sector is to be found in Vienna and Graz.

While kik and C&A are market leaders in 3 federal states each, the Swiss label Charles Vögele has the largest sales area in 2 states. H&M disposes of the largest sales area in Tyrol. Kik is at the top in Vienna, Upper Austria and Salzburg, whereas Charles Vögele takes the lead in Styria and Vorarlberg.

Most of the market leaders according to their sales area in the Austrian clothing retail industry are labels in the low-budget range. In this sector one must differentiate between the rural and urban orientated discount types. While names such as kik, NKD, Fussl, C&A or Charles Vögele can be found also in more rural areas and target older consumers, H&M, New Yorker or Tally Weijlare mostly found in urban areas and focus mainly on young people. The expansion especially in rural areas has achieved its peak in Austria and also the increase of sales area in urban locations will only be a selective one.

The high-priced multilabeled Peek & Cloppenburg is only to be found among the market leaders according to the sales area in Vienna. With the opening of the new outlet in Vienna`s inner city (Kärntner Straße) the German label will climb in the ranking of Vienna`s largest clothing retailers according to their sales area.