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

    • 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.

  • India : Emerging 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.

  • Asia Pacific (APAC) : Emerging 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.