On the whole, apparel accessories was severely affected by COVID-19. Consumers who enter fast-fashion stores in order to browse or purchase apparel often end up buying accessories.
Other apparel accessories was the most dramatically impacted category by the pandemic in 2020. Reusable fashion masks were introduced in summer 2020 in a range of retailers, where the average price charged for these masks was EUR3, although depending on the retailer the price often ran to EUR 5or above.
While e-commerce did post an increase in its share of sales in 2020, its share of apparel accessories sales was significantly slower compared to how the channel performed in other categories. This is because accessories are more often impulse purchases as well as non-essential items, and during the lockdown consumers that shopped for apparel and footwear items online tended to focus more on essential and basic items, not on accessories.
The impact of COVID-19 upon the economy will take its toll upon sales of apparel accessories to some degree, yet given that these remain a low-cost way of pumping up a basic wardrobe the shift away from apparel shopping in the face of increasing budget constraints will be beneficial to accessories. Nevertheless, in general, consumers are expected to remain frugal in their spending on accessories, sticking to low-cost items and looking away from luxury brands.
Having posted the strongest decline in 2020, ties should start recovering in 2021, although sales volume in this category is not expected to reach its pre-COVID-19 level at any time over the forecast period. Belts is expected to perform best in 2021 as these are favoured by fashion and styling trends in Greece.
Sales of apparel accessories through e-commerce is set to remain low, as usually Greek consumers shop online for the items that they need the most and rarely will do so for accessories. This was true before and is expected to be true after conditions normalises post-pandemic.
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Understand the latest market trends and future growth opportunities for the Apparel Accessories industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Apparel Accessories research and analysis database.
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