Clothing and footwear market in Poland: Pepco leads the way, second-hand stores are gaining strength
According to the latest data from PMR Market Experts, the value of the Polish clothing and footwear market, which also includes underwear and accessories, will reach nearly 60 billion PLN in 2024. This represents a 4% year-on-year growth, confirming the stability of this sector despite changing economic conditions. Clothing constitutes the main part of the market, accounting for approximately 70% of the total value. However, fashion accessories are experiencing the highest growth rate, with an increase of about 6% year-on-year. This indicates a growing interest in fashion accessories. The increased demand for accessories reflects changing consumer preferences – people are increasingly investing in items that complement their wardrobe, emphasizing their individual style.
Clothing chains and online sales – the dominant distribution channels
The leading sales channel in the Polish clothing and footwear market remains clothing chains, which account for nearly 48% of total sales. These chains set the tone for the market by shaping trends and promoting new collections. At the same time, online sales, which now cover a third of the market, continue to grow steadily. E-commerce plays a key role in shopping, especially in the context of post-pandemic purchasing habits. Consumers are increasingly turning to online stores, driven by both convenience and the wider range of products available online.
Distribution also occurs through various other channels, such as non-food discount stores, bazaars, and general stores. Discounts play an increasing role, particularly in the budget fashion segment, where customers seek attractive prices. Despite the growing importance of e-commerce, brick-and-mortar stores remain a vital part of the retail landscape.
Pepco leads the clothing market
The report indicates that Pepco is the leader in the Polish clothing market, chosen by 86% of Poles as their primary clothing store. The popularity of non-food retail chains such as Pepco, Action, and KiK is primarily driven by affordable prices and a wide product range. Customers are increasingly drawn to attractive offers, which fuels the rapid growth of discount stores offering a diverse assortment of products.
The growing importance of multi-product stores
Alongside discount stores, multi-product stores are also gaining popularity. Brands such as Empik, TK Maxx, and Halfprice attract customers with the possibility of purchasing a wide range of products in one place. Thanks to their diverse offerings, these stores are increasingly visited by consumers who appreciate the convenience of shopping in one location. Multi-brand stores are becoming synonymous with modern shopping centers, where customers can find both clothing and other everyday products.
Clothing and footwear chains, such as Sinsay and Reserved, are not lagging behind. By offering a variety of product categories, including home furnishings, they aim to attract a wide range of customers. Expanding their offerings to include new product categories is a response to the changing needs of consumers, who increasingly value a comprehensive approach to shopping.
Boom in Second-Hand stores – eco-friendly fashion from second hand
In recent years, second-hand clothing stores have also been gaining popularity. This trend is growing stronger for several reasons. More and more Poles are choosing to shop second-hand not only for savings but also due to increasing environmental awareness.
However, this trend also has consequences for the clothing market – the growing popularity of used clothing leads to a decline in the sales of new items, which negatively impacts the overall market value. Companies in this industry must therefore adjust their strategies to the changing consumer preferences to remain competitive in the face of the growing second-hand clothing segment.
Market forecast and analysis until 2029
Predictions for the coming years indicate further market growth, although its dynamics will depend on many factors, including the development of e-commerce, the economic situation, and changing consumer preferences.
More data on the current situation of the Polish clothing, footwear, and fashion accessories market can be found in the PMR report:
In PMR, we advise and assist in the operations of your company
Retail Business Unit Director