Apparel accessories is a highly fashion-driven category. This fact is underlined by the relatively strong performance of scarves at the end of the review period.
While hats/caps have a practical role to play in protecting people from the harmful effects of the sun, growth tends to be driven by fashion trends as consumers switch between the wide range of products on offer. Caps have become particularly popular amongst younger consumers, with retailers such as independent cap specialist, Da’Cave providing a diverse product offer as well as the opportunity for consumers to customise their caps.
Ties and belts remained the largest categories in apparel accessories at the end of the review period, with sales in both categories supported by demand amongst consumers working in formal environments. The shift towards more casual clothing both in the workplace and beyond represents a potential threat to the development of these categories, particularly ties.
The role of fashion in driving demand in apparel accessories is highlighted by the way in which Uniqlo rose from eighth in the rankings to lead category sales during the review period as it developed a fashionable image through moves such as collaborations with major designers and increasing coverage in the fashion media. Uniqlo has expanded strongly in Singapore in recent years, expanding into internet retailing in 2014 and opening its first Global Flagship Store in the market in 2016.
Having lost top spot in apparel accessories in 2014 and fallen as low as sixth in the rankings in the following year, Gucci turned its fortunes around in the latter part of the review period. Gucci achieved this through what the company described as a “massive brand reinvention” at the global level, which involved a new designer and a new management team.
Despite dropping to third in the rankings in apparel accessories in 2018 as a result of Gucci’s dynamic expansion, Sandro also performed strongly in Singapore at the end of the review period, having opened its first store in the market in 2014. The Paris-based brand, which plays on the high-fashion credentials of the French capital, has focused on offering a broad range of apparel accessories as a means of engaging consumers.
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This industry report originates from Passport, our Apparel and Footwear market research database