Consumers have generally become more image-conscious along with the rise of social media, and increasingly try to stand out with their looks in the selfie culture. This trend positively impacted apparel accessories, as these products enable consumers to own unusual products, offering unique style at affordable prices.
As in other apparel categories, men are becoming a more important target. Men are becoming increasingly interested in fashion and willing to take care of their appearance, although without showing that they put too much thought into it.
Hats/caps were traditionally seen as old-fashioned accessories, typically worn by older men. Nevertheless, they became more fashionable across generations over the review period, including younger consumers in their 20s and 30s.
Parfois by Barata & Ramilo continued to lead apparel accessories in 2018. Barata & Ramilo is a local company which benefits from strong brand recognition across the country.
Behind Parfois in the value sales ranking are apparel specialist retailers such as Zara, H&M and Primark. These brands benefit from offering fast fashion, which leads to high frequency of shopping, encouraging regular purchases of accessories.
The layout of fast fashion retailers is structured to boost impulse purchases and cross-selling. Even though there are specific accessories sections, many products are also displayed in other sections.
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This industry report originates from Passport, our Apparel and Footwear market research database