Apparel and Footwear in Thailand

Apparel and Footwear in Thailand

EXECUTIVE SUMMARY

Special collections, product innovation, social media and rapid development of e-commerce result in higher fashion consciousness and higher market growth

Product innovations proliferate within Thailand’s highly competitive marketing landscape

In Thailand’s highly fragmented competitive environment, domestic players are gaining influence despite popularity of global sportswear and fast fashion brands

As e-commerce becomes increasingly influential, domestic brands especially engage in aggressive online expansion

Tourism, ongoing demand for street fashion and sportswear and aggressive promotion by domestic brands will continue to support market growth

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 2 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 7 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Womenswear in Thailand

HEADLINES

PROSPECTS

Womenswear continues to enjoy solid growth, aided by an uptick in foreign visitors and further abetted by highly promoted brand collaborations and limited collections

New brand collections, limited collections and technical innovations in products for women presented

Bchu Runway is a successful site that enables consumers to “rent” designer clothes with name brands in the right size with the right price for special occasions

COMPETITIVE LANDSCAPE

As local players Sabina and Reno (Thailand) gain traction, leading brands Wacoal and Uniqlo strengthen their leading positions in womenswear

Fast fashion brand Uniqlo maintains a strong position with its offer of simple, stylish and durable garments reflecting a LifeWear concept that appeals to Thais

Domestic retailer Lyn Around draws attention to its fashion line with a dazzling display at a temporary Lyn Around Play Installation at Siam Center in August 2019

CATEGORY DATA

Table 13 Sales of Womenswear by Category: Volume 2014-2019
Table 14 Sales of Womenswear by Category: Value 2014-2019
Table 15 Sales of Womenswear by Category: % Volume Growth 2014-2019
Table 16 Sales of Womenswear by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Womenswear: % Value 2015-2019
Table 18 LBN Brand Shares of Womenswear: % Value 2016-2019
Table 19 NBO Company Shares of Women's Nightwear: % Value 2015-2019
Table 20 LBN Brand Shares of Women's Nightwear: % Value 2016-2019
Table 21 NBO Company Shares of Women's Outerwear: % Value 2015-2019
Table 22 LBN Brand Shares of Women's Outerwear: % Value 2016-2019
Table 23 NBO Company Shares of Women’s Swimwear: % Value 2015-2019
Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2016-2019
Table 25 NBO Company Shares of Women's Underwear: % Value 2015-2019
Table 26 LBN Brand Shares of Women's Underwear: % Value 2016-2019
Table 27 Forecast Sales of Womenswear by Category: Volume 2019-2024
Table 28 Forecast Sales of Womenswear by Category: Value 2019-2024
Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2019-2024

Menswear in Thailand

HEADLINES

PROSPECTS

More sophistication and greater exposure of Thai men to Western and global trends through digital media creates higher demand for a fashionable wardrobe

Moo by celebrity designer Polpat Asavaprapha and Chinese brand HLA Jeans generate interest in two distinct ways

Product innovation focuses on moisture-wicking, breathable, quick-drying fabric that is most suitable for Thailand’s hot, humid climate

COMPETITIVE LANDSCAPE

Already a popular leader in menswear, Uniqlo invites interest in 2019 by promoting its line of menswear featuring its lightweight, fast-drying AIRism technology

Mc Jeans introduces a licensed Marvel collection of sports fashions, a new Mc Sneaker jeans collection and an “Anti-Mosquito” shirt in 2019

Recently opened Le Club Lacoste at Lacoste’s flagship store in Bangkok is the only Lacoste branded store in Thailand and the largest Le Club in the world

CATEGORY DATA

Table 31 Sales of Menswear by Category: Volume 2014-2019
Table 32 Sales of Menswear by Category: Value 2014-2019
Table 33 Sales of Menswear by Category: % Volume Growth 2014-2019
Table 34 Sales of Menswear by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Menswear: % Value 2015-2019
Table 36 LBN Brand Shares of Menswear: % Value 2016-2019
Table 37 NBO Company Shares of Men’s Nightwear: % Value 2015-2019
Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2016-2019
Table 39 NBO Company Shares of Men’s Outerwear: % Value 2015-2019
Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2016-2019
Table 41 NBO Company Shares of Men’s Swimwear: % Value 2015-2019
Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2016-2019
Table 43 NBO Company Shares of Men’s Underwear: % Value 2015-2019
Table 44 LBN Brand Shares of Men’s Underwear: % Value 2016-2019
Table 45 Forecast Sales of Menswear by Category: Volume 2019-2024
Table 46 Forecast Sales of Menswear by Category: Value 2019-2024
Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2019-2024
Table 48 Forecast Sales of Menswear by Category: % Value Growth 2019-2024

Childrenswear in Thailand

HEADLINES

PROSPECTS

Value growth of childrenswear remains positive despite slowing birth rate as fashion trends have greater influence, bolstered by rising use of social media

Sales and promotion of childrenswear are highest at the start of school semesters

Robinson Department store collaborates with We Bare Bears to product a limited collection under its FOF Kids brand of childrenswear

COMPETITIVE LANDSCAPE

Abundantly populated with small brands and unbranded products, the fragmented childrenswear landscape gives local players advantages over international rivals

Childrenswear brands gain maximum exposure at two major annual fairs devoted to maternal and children’s products, which attract thousands of visitors in Thailand

Price-sensitive parents find what they are looking for at retailers that offer private label childrenswear

CATEGORY DATA

Table 49 Sales of Childrenswear by Category: Volume 2014-2019
Table 50 Sales of Childrenswear by Category: Value 2014-2019
Table 51 Sales of Childrenswear by Category: % Volume Growth 2014-2019
Table 52 Sales of Childrenswear by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Childrenswear: % Value 2015-2019
Table 54 LBN Brand Shares of Childrenswear: % Value 2016-2019
Table 55 Forecast Sales of Childrenswear by Category: Volume 2019-2024
Table 56 Forecast Sales of Childrenswear by Category: Value 2019-2024
Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2019-2024

Sportswear in Thailand

HEADLINES

PROSPECTS

Increased participation in sports and other physical activities and rising interest in fashionable sports-inspired apparel and footwear support sportswear growth

Sportswear offer and availability expands with newcomer brands and product innovations, many of which were visible at the Platform 66 Street Festival

Women’s interest in fashion increasingly extends to fashionable sportswear

COMPETITIVE LANDSCAPE

JD Sports, UK-based distributor of street-style and sports fashion clothing, opens its first flagship store in Thailand, making it the company’s third branch in Asia

Domestic women’s fitness brand gains traction with highly promoted collection targeting women from 25-40 years old

Decathlon opens the first ever standalone store in Phuket at Bukis Phuket and its largest store ever in the Bang Phli district of Samut Prakan Province

CATEGORY DATA

Table 59 Sales of Sportswear by Category: Value 2014-2019
Table 60 Sales of Sportswear by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Sportswear: % Value 2015-2019
Table 62 LBN Brand Shares of Sportswear: % Value 2016-2019
Table 63 Distribution of Sportswear by Format: % Value 2014-2019
Table 64 Forecast Sales of Sportswear by Category: Value 2019-2024
Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2019-2024

Jeans in Thailand

HEADLINES

PROSPECTS

Street fashion trend in Thailand still includes jeans, the consumer base for which is significantly large and wider than it is for other apparel categories

Given the demand for jeans, competition among jeans players and brands has only intensified

Using innovative technology, brands develop a host of new denim fabrics to meet consumers’ increasingly diverse needs

COMPETITIVE LANDSCAPE

Leading brand Levi’s introduces two special collections – one in collaboration with Hello Kitty and another focussed on sneaker jeans

With its flexible production line and innovative BJ Jeans stands out among the many smaller brands by its ability to adapt quickly to changing trends

Mc Jeans pushes back against fast fashion encroachment by introducing several new collections: Mc Biker, Mc Wear and Mc Sneaker Selvedge Walker

CATEGORY DATA

Table 66 Sales of Jeans by Category: Volume 2014-2019
Table 67 Sales of Jeans by Category: Value 2014-2019
Table 68 Sales of Jeans by Category: % Volume Growth 2014-2019
Table 69 Sales of Jeans by Category: % Value Growth 2014-2019
Table 70 Sales of Men’s Jeans by Category: Volume 2014-2019
Table 71 Sales of Men’s Jeans by Category: Value 2014-2019
Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2014-2019
Table 73 Sales of Men’s Jeans by Category: % Value Growth 2014-2019
Table 74 Sales of Women’s Jeans by Category: Volume 2014-2019
Table 75 Sales of Women’s Jeans by Category: Value 2014-2019
Table 76 NBO Company Shares of Jeans: % Value 2015-2019
Table 77 LBN Brand Shares of Jeans: % Value 2016-2019
Table 78 Forecast Sales of Jeans by Category: Volume 2019-2024
Table 79 Forecast Sales of Jeans by Category: Value 2019-2024
Table 80 Forecast Sales of Jeans by Category: % Volume Growth 2019-2024
Table 81 Forecast Sales of Jeans by Category: % Value Growth 2019-2024
Table 82 Forecast Sales of Men’s Jeans by Category: Volume 2019-2024
Table 83 Forecast Sales of Men’s Jeans by Category: Value 2019-2024
Table 84 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 85 Forecast Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 86 Forecast Sales of Women’s Jeans by Category: Volume 2019-2024
Table 87 Forecast Sales of Women’s Jeans by Category: Value 2019-2024
Table 88 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 89 Forecast Sales of Women’s Jeans by Category: % Value Growth 2019-2024

Hosiery in Thailand

HEADLINES

PROSPECTS

Non-sheer hosiery continues to grow, in line with increased engagement in sports and physical activities and ongoing development of the athleisure trend

Heaviest users of hosiery remain students and working professionals

Non-sheer hosiery set to benefit from rising demand among athletes and sports enthusiasts, as well as from the athleisure trend

COMPETITIVE LANDSCAPE

New City strengthens its lead in hosiery, thanks to increasing demand for its sheer hosiery

Bata Shoe maintains second position in hosiery on the strength of popular demand for its school socks

Wide availability of unbranded hosiery compromises sales growth of branded products

CATEGORY DATA

Table 90 Sales of Hosiery by Category: Volume 2014-2019
Table 91 Sales of Hosiery by Category: Value 2014-2019
Table 92 Sales of Hosiery by Category: % Volume Growth 2014-2019
Table 93 Sales of Hosiery by Category: % Value Growth 2014-2019
Table 94 NBO Company Shares of Hosiery: % Value 2015-2019
Table 95 LBN Brand Shares of Hosiery: % Value 2016-2019
Table 96 Forecast Sales of Hosiery by Category: Volume 2019-2024
Table 97 Forecast Sales of Hosiery by Category: Value 2019-2024
Table 98 Forecast Sales of Hosiery by Category: % Volume Growth 2019-2024
Table 99 Forecast Sales of Hosiery by Category: % Value Growth 2019-2024

Apparel Accessories in Thailand

HEADLINES

PROSPECTS

Image consciousness and fashion trends drive value growth despite the fact that most consumers do not consider apparel accessories to be essential

Prevailing trends towards urban streetwear and athleisure expected to boost overall demand over the forecast period

New launches timed to invited demand at the onset of holiday seasons

COMPETITIVE LANDSCAPE

In highly fragmented landscape where unbranded products are widely available, branded products account for only 10% of sales

H&M Hennes & Mauritz and other fast fashion players expand their influence

Leading player ICC expands its online presence to widen the reach of Arrow and Guy Laroche brands

CATEGORY DATA

Table 100 Sales of Apparel Accessories by Category: Volume 2014-2019
Table 101 Sales of Apparel Accessories by Category: Value 2014-2019
Table 102 Sales of Apparel Accessories by Category: % Volume Growth 2014-2019
Table 103 Sales of Apparel Accessories by Category: % Value Growth 2014-2019
Table 104 NBO Company Shares of Apparel Accessories: % Value 2015-2019
Table 105 LBN Brand Shares of Apparel Accessories: % Value 2016-2019
Table 106 Forecast Sales of Apparel Accessories by Category: Volume 2019-2024
Table 107 Forecast Sales of Apparel Accessories by Category: Value 2019-2024
Table 108 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2019-2024
Table 109 Forecast Sales of Apparel Accessories by Category: % Value Growth 2019-2024

Footwear in Thailand

HEADLINES

PROSPECTS

Trend towards sports and physical activities combine with rising fashion consciousness to drive strong growth of sneakers and other sports-inspired footwear

Leading footwear players redouble their marketing efforts, especially in sports footwear

Notable new footwear collections and products include Bata Heritage/Coca-Cola collection, Under Armour’s HOVR Machina series, and adidas’ Alpha Edge 4D

COMPETITIVE LANDSCAPE

Nanyang Marketing sees strong value growth, driven by successful marketing of two limited collections: Nanyang Red and KHYA – a “product of trash”

Leading children’s footwear player Bata refreshes its brand image targeting young adults and teenagers by introducing its first European-style “red concept” store

SCS Footwear invests in THB39 million marketing campaign to support its Breaker X collection of sneakers using rapping contest winners as presenters

CATEGORY DATA

Table 110 Sales of Footwear by Category: Volume 2014-2019
Table 111 Sales of Footwear by Category: Value 2014-2019
Table 112 Sales of Footwear by Category: % Volume Growth 2014-2019
Table 113 Sales of Footwear by Category: % Value Growth 2014-2019
Table 114 NBO Company Shares of Footwear: % Value 2015-2019
Table 115 LBN Brand Shares of Footwear: % Value 2016-2019
Table 116 Distribution of Footwear by Format: % Value 2014-2019
Table 117 Forecast Sales of Footwear by Category: Volume 2019-2024
Table 118 Forecast Sales of Footwear by Category: Value 2019-2024
Table 119 Forecast Sales of Footwear by Category: % Volume Growth 2019-2024
Table 120 Forecast Sales of Footwear by Category: % Value Growth 2019-2024

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