Move 1 : Market-Driven Growth

MAS operates in a world where consumer needs, trade policies, economic conditions, and technology are changing fast. To stay relevant, we are shifting to a market-driven model that helps us stay closer to customers and respond faster.

Becoming truly One MAS

  • De-risking in North America, while maintaining existing customer relationships.
  • Developing customer relationships in India and APAC.
  • Maximising existing trade benefits within Western Europe.
  • Targeted Market Expansion; focusing on specific regions, consumer groups, and product categories aligned with global demand.

This shift will affect the sizing of manufacturing locations, enhance value-added services, and integrate the supply chain to fully capitalise on selected market opportunities.

A quick look at the market and consumer outlook by region:

  • North America : Established market

    • Faces fragmented global trade, a growing reliance on integrated tech platforms, an aging population, and wavering consumer confidence driven by inflation.
    • Projected growth from 2023-2030 is moderate across underwear (4.7%), sportswear (6.7%), and swimwear (4.9%), with some momentum in sports and outdoor categories, while value-for-money expectations continue to shape purchasing.

  • Western Europe : Established market

    • One of the oldest demographic profiles, operating within a polarised global order, economic volatility and increasing resource scarcity, alongside rapid AI-driven automation.
    • Category growth from 2023-2030 remains low (2–4%), with a growing apparel demand for sportswear and women’s intimate wear, and a continued shift toward ethical and sustainable choices.

  • India : Emerging market

    • Driven by nationalisation trends, a booming digital and AI-enabled marketplace, a large and youthful population with rising urbanisation, government-backed infrastructure and manufacturing, and the fastest-growing GDP globally.
    • India shows very high growth from 2023-2030 across categories (11–23%), with underwear, sportswear and primarily the swimwear category expanding rapidly.

  • Asia Pacific (APAC) : Emerging market

    • Rapid expansion of tech-driven fashion and e-commerce, evolving generational preferences tied to a growing middle class, greater pressure for responsible production, and robust luxury markets with growing urbanisation.
    • Overall category growth from 2023-2030 is low (2–5%), with sports and swimwear being the more dominant product categories.