A Study Of The Greek Apparel Market

Greece is situated geographically in the southeastern section of Europe. While it borders Turkey, and is relatively close to the Middle East, its population of over 11,000,000 people consider themselves European
This strategically placed country is a member of NATO, and has traditionally aligned itself with Western interests, maintaining political and economic relationships with Turkey and the Middle East.


While the country is currently struggling with economic issues that threaten the wellbeing of its financial system, Greece has traditionally had a highly sophisticated and affluent population. As a consequence of a cash based economy, under reporting of earnings has been a major issue. Recent austerity measures accompanied by aggressive tax reforms are expected to salvage the solvency of the government.

Greek citizens have displayed an affinity for American and European brand name clothing, with high end labels such as Polo Ralph Lauren, Hugo Boss, and Adidas are especially sought after. The domestic interest for internationally recognized brands is heavily influenced by the clothing worn by entertainment and sport's personalities. Competition exists in terms of non branded apparel imported from China and used clothing, although the brand new-brand name category is supplanting these categories.

The clothing market in Greece is segmented according to regions and age groups. The coastal areas have a strong demand for sport apparel, such as soccer shorts, premium t-shirts, and swimwear. Urban areas require dress wear such as dress pants, dress shirts, and elegant wear. The clothing market can be further segmented according to subdivisions based on age and occupation.

Greek retailers also have the opportunity to sell clothing to tourists, who frequent its many beaches and historical landmarks. Many tourists from Turkey and the Middle East shop in Greece for American and European clothing brands that are otherwise not available in their home countries. A clothing shop owner can attract tourists by advertising in publications that are distributed in hotel lobbies, and by taking out ads in airline magazines.

In respect to domestic shoppers, their buying power is among the highest in Europe, with an average salary $30,000. This salary level allows Greek consumers to enjoy a strong level of discretionary income which can be applied towards apparel purchases. While its population is evenly divided by age, there is a shift in the graph towards young people, which means that the opportunity in serving the youth market is quite large. Currently an estimated 15 percent of Greek citizens range in ages from newborn to teenagers, clearly demonstrating the future demand of this category in the clothing market.

American businesses looking to enter the Greek market for clothes can utilize the services offered by the Greece Chamber Of Commerce, the Hellenic American Chamber Of Commerce, the Greek-American Chamber Of Commerce, and the US Commercial Service, which is located at the US Embassy in Athens.

There are many businesses organizations set up to expand trade between specific countries and regions, such as the British Hellenic Chamber Of Commerce and the Arab Greek Chamber Of Commerce.
A foreign business seeking to operate in Greece should always consult with its respective embassy to be properly directed toward the Greek government agencies that regulate the domestic clothing market.