As COVID-19 has been controlled relatively well in the Chinese market, and bricks-and-mortar stores resumed their operations, apparel and footwear saw a quick recovery in 2021 after its strong decline in 2020, reaching value sales exceeding the pre-COVID-19 level in 2019. Riding on the ongoing healthy living trend, sportswear continued to record dynamic momentum and outperformed the average industry growth.
Notwithstanding the uncertainty brought about by the sporadic reimplementation of COVID-19-related restrictions and natural disasters, apparel and footwear was on a steady track to recovery in 2021, led by the growth of sportswear and domestic players. Health and wellness was at the forefront of consumer behaviour not only in 2020, with this continuing into 2021.
Apparel and footwear in China is highly fragmented, with both international and local players competing in different price ranges. Under the impact of COVID-19, consumers’ habits changed, and they spent more time at home, which led to increasing relaxation of dress codes and the prevalence of working from home attire, including sweatshirts and jogging bottoms.
After the sales downturn in 2020, retail channels, especially physical stores, started recovering in a steady and orderly manner in 2021, in line with the proactive channel revolution by apparel and footwear players to optimise traffic to bricks-and-mortar stores. With the shift in consumer behaviour post-pandemic, and to better-equip offline channels with the capability to combat external risks such as extreme weather and natural disasters, fashion players are adapting to new dimensions of operational efficiency pursuits in a consumer-oriented manner.
With the approach of the Winter Olympic Games, which will be hosted in Beijing, winter clothing and sportswear brands will see more opportunities, along with more brand exposure and increased consumer attention in the forecast period. The segmented sportswear category, and especially winter sportswear, will be buoyed by the growing consumer base and public attention.
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Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Apparel and Footwear
This report originates from Passport, our Apparel and Footwear research and analysis database.
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