Overall, apparel accessories categories saw a strong decline in 2020 as many Norwegians worked from home more and socialised less, thereby reducing the need for accessories. The exception to this was other apparel accessories, which registered exceptional growth in current value terms as it includes face masks, which were purchased in huge quantities across the country during the pandemic.
E-commerce sales of apparel accessories saw a notable increase in 2020 due to lockdown and the abolishment of the NOK350 rule (as of 1 April 2020). Apparel accessories have always held a higher e-commerce share than other apparel categories, as there is no great need to try on these products to ensure they fit, which makes the decision to purchase accessories online easier for consumers.
High-end luxury goods were particularly badly hit by the COVID-19 pandemic as household incomes became more constrained and lockdown measures limited face-to-face shopping experiences. Luxury shopping added value to apparel accessories throughout the review period, with brands such as Louis Vuitton and Gucci performing much better than the overall category.
All apparel accessories categories are expected to see a strong recovery in 2021 as consumers return to more normal shopping patterns and buy accessories for work and social occasions once again. Apparel accessories are often purchased as a supplement when buying clothes in a physical store, while add-on purchases are not as common for e-commerce.
Manufacturers will continue to monitor changes in consumer demand as a result of changes in lifestyles and habits. Following the pandemic, it is expected that more people will work from home, which will lead to a change in the choice of apparel accessories, and demand will likely lean more towards casual products for people who spent time outdoors and during leisure activities instead of formal accessories.
Outdoor-oriented brands, such as Active Brands, Helly Hansen and Norrøna, will benefit from the rising demand for functional apparel accessories suitable for outdoor activities. In addition, luxury brands are expected to bounce back noticeably in the medium term with more brands opening in Oslo and tourism returning to pre-COVID-19 levels.
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Understand the latest market trends and future growth opportunities for the Apparel Accessories industry in Norway 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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