Sales of apparel accessories declined substantially over the course of 2020, with the non-essential status of these products counting against the category as consumer confidence plummeted in response to the COVID-19 pandemic. The adverse economic situation that unfolded over the course of the year as the pandemic caused significant disruption to key sectors of the national economy discouraged consumers from spending money, with non-essential purchases hardest hit.
For the first four years of the review period, scarves was the rising star of apparel accessories in Indonesia as the strong trend towards the wearing of vibrant and colourful silk scarves among Indonesian women boosted sales growth in the category. Indeed, for much of the review period silk scarves were regarded as an easy way for women to add colour and flair to their outfits and this was especially important for professional woman looking to make an impact at work.
2022 saw other apparel accessories record phenomenal sales growth in spite of the general declines seen across all other categories of apparel and footwear. The simple reason for the seemingly anomalous performance seen in the category during the year was the explosion in demand for face masks at the peak of the COVID-19 pandemic.
The slump seen in sales of apparel accessories over the course of 2020 is expected to be a merely temporary phenomenon and category sales are expected to return quickly to pre-COVID-19 levels rapidly during the forecast period. In particular, sales of scarves and belt are expected to recover quickly as the return to working from the office among the country’s white-collar professionals can be expected to make it more important for such people to present themselves as serious professionals via an elegant and formal appearance.
The dramatic shift towards e-commerce that was seen in Indonesia over the course of 2020 as the COVID-19 pandemic discouraged people from shopping in stores is expected to remain a major trend influencing the country’s entire retailing industry over the forecast period. Moreover, online sales of apparel and footwear expected to increase dramatically as a result.
Increasing price sensitivity in the wake of the COVID-19 pandemic can be expected to ensure that locally manufactured products offered under unknown brands or in many cases as unbranded items will continue dominating sales of apparel accessories throughout forecast period. Although Indonesia’s economy is expected to rebound strongly from the COVID-19-inspired economic recession, the fact is that many Indonesians have faced significant pressure on their incomes due to interruptions to commercial cavity in key economic sectors during 2020 and this has resulted in low consumer confidence and the emergence of very conservative spending behaviours.
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Understand the latest market trends and future growth opportunities for the Apparel Accessories industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Apparel Accessories industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Apparel Accessories research and analysis database.
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