The European Union’s apparel import market witnessed a notable slowdown during the first two months of 2026, reflecting weaker consumer demand, aggressive price competition, and continued pressure across the global apparel supply chain.
According to Eurostat data, total EU apparel imports fell by -11.27% year-on-year during January-February 2026, reaching €13.83 billion compared with €15.59 billion during the same period in 2025.
The decline was driven by simultaneous reductions in import volume and unit prices. Total apparel import quantity into the EU dropped by -6.23%, falling from 765.88 million kilograms in January-February 2025 to 718.20 million kilograms in 2026. At the same time, average apparel import prices decreased by -5.38%, with unit prices falling from €20.36 per kilogram to €19.26 per kilogram.
The latest figures indicate that European fashion retailers and brands continue to adopt cautious sourcing strategies amid slowing retail recovery, inflationary pressure, and softer consumer spending across major EU economies.
Bangladesh, the EU’s second-largest apparel sourcing destination after China, experienced one of the sharpest declines among major exporting countries.
Bangladesh’s apparel exports to the EU market dropped to €2.89 billion during January-February 2026, down from €3.57 billion during the same period last year. The country recorded a -19.26% decline in export value, significantly underperforming the overall EU market contraction.
The decline was driven by both lower shipment volumes and substantial pricing pressure. Bangladesh’s export quantity to the EU fell by -11.14%, decreasing from 231.30 million kilograms to 205.52 million kilograms. Meanwhile, average unit prices declined by -9.13%, dropping from €15.45 per kilogram to €14.04 per kilogram.
The monthly comparison between February 2025 and February 2026 also reflected ongoing weakness in Bangladesh’s apparel exports.
Bangladesh exported €1.46 billion worth of apparel products to the EU during February 2026, compared with €1.66 billion in February 2025, marking a -12.39% decline in export value. Export quantity declined by -3.30%, while average unit prices dropped sharply by -9.39%.
Industry analysts say the figures suggest that Bangladeshi suppliers are increasingly facing aggressive pricing negotiations from global brands and retailers seeking to manage rising costs and uncertain consumer demand.
Also Read: Bangladesh RMG Export Performance :Key Global Markets
China, the EU’s largest apparel supplier, demonstrated comparatively stronger resilience despite recording negative growth overall.
China’s apparel exports to the EU reached €4.20 billion during January-February 2026, representing a relatively moderate decline of -4.01% compared with the previous year. Unlike Bangladesh, however, China managed to increase shipment volumes by 1.34%, with export quantity rising from 212.61 million kilograms to 215.45 million kilograms.
The decline in China’s export earnings was primarily linked to falling prices rather than lower shipment volumes. Chinese apparel unit prices decreased by -5.27%, from €20.60 per kilogram to €19.51 per kilogram.
During February alone, China exported €1.96 billion worth of apparel to the EU, recording a -1.37% decline compared with February 2025.
Turkey recorded one of the most severe downturns among major apparel sourcing countries.
Turkish apparel exports to the EU fell by -22.91% during January-February 2026, declining from €1.55 billion to €1.20 billion. Export quantity dropped sharply by -24.91%, while unit prices increased slightly by 2.67%.
In February alone, Turkey’s apparel exports fell by -15.40%, while shipment volume declined by -16.56%.
Vietnam showed relatively stable performance compared with competing sourcing nations.
Vietnam’s apparel exports to the EU market reached €711.73 million during January-February 2026, representing a comparatively smaller decline of -2.06%.
Notably, Vietnam managed to increase its average export unit price by 6.56%, rising from €27.98 per kilogram to €29.82 per kilogram. However, export quantity declined by -8.09%.
During February 2026, Vietnam even recorded positive monthly export growth of 1.57%, reaching €340.36 million compared with €335.10 million in February 2025.
Industry experts suggest Vietnam’s relatively stronger pricing performance may indicate continued demand for higher-value apparel categories, technical garments, and premium sourcing segments.
India’s apparel exports to the EU declined by -7.13% during January-February 2026, reaching €778.16 million. Export volume decreased by -1.61%, while average unit prices dropped by -5.60%.
Cambodia also faced substantial pressure, with apparel exports declining by -21.94% to €581.10 million. Shipment quantity dropped sharply by -27.62%, although average unit prices increased by 7.84%.
Pakistan recorded a -17.38% decline in apparel export value, reaching €566.90 million. Interestingly, Pakistan’s export quantity increased by 22.39%, but average unit prices collapsed by -32.50%, indicating severe pricing pressure.
Morocco’s apparel exports fell by -11.41% to €377.48 million, while Sri Lanka experienced a -18.48% decline to €197.47 million.
Indonesia recorded one of the steepest contractions among major sourcing countries, with export value falling by -19.69% to €136 million. Export quantity declined by -29.08%, although unit prices increased significantly by 13.23%.
The broader slowdown across major sourcing countries reflects weakening apparel demand within Europe as consumers remain cautious about discretionary spending amid economic uncertainty and inflationary pressure.
Retailers and fashion brands across Europe have also continued implementing inventory correction strategies after overstocking issues experienced during previous seasons. Many buyers are now placing smaller and more frequent orders while aggressively negotiating lower sourcing prices.
At the same time, the apparel industry is facing growing regulatory and sustainability-related pressures across the European market.
The European Union’s evolving sustainability regulations, including Digital Product Passport requirements, ESG reporting standards, circular economy policies, and stricter environmental compliance frameworks, are increasingly influencing sourcing decisions.
Industry analysts note that future competitiveness in the EU apparel market will depend not only on low-cost manufacturing but also on sustainability performance, supply-chain transparency, product diversification, operational flexibility, and value-added production capabilities.
