Apparel and footwear specialist retailers saw a significant decline in retail current value sales during 2020. The economic shock of the pandemic led to a significant increase in unemployment, and even many of those who kept their jobs saw a reduction in their disposable income.
Since the COVID-19 pandemic, one of the largest threats to apparel and footwear specialist retailers is the growing demand for second-hand clothes stores. Here, consumers can find much lower-priced items, which is appealing to those who have been financially impacted by the pandemic.
In 2021, footwear maker Bata has suffered a blow after the Court of Appeal rejected its bid to prevent a competitor from manufacturing shoes similar to its brand ‘Toughees’, which is popular among school children. The verdict came at a bad time as the manufacturer has continued to close corporate stores and is now increasingly relying on strategic partnerships with specialist retailers as well as revenue from its online platform.
Over the forecast period, the Kenyan government aims to increase its commercial production of GMO cotton. The government will aim to involve more than 200,000 farmers to increase production from its current 20,000 bales to 200,000 bales by 2022.
Enda Sports, a locally owned company continue to expand its range of affordable and durable running shoes designed for Kenyans. The move follows a strategic partnership between Nike and Eliud Kipchoge that collaborated to introduce a sustainable range of running shoes.
Over the forecast period, social media will remain essential for retailers that struggle with less traffic in their stores. The success of social media for advertising and exposure has already led smaller operators to improve their online presence and platforms.
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Understand the latest market trends and future growth opportunities for the Apparel and Footwear Specialists industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Apparel and footwear specialists are chained or independent retail outlets with a primary focus on selling one or more of the following categories: clothing, footwear, and/or fashion accessories (costume jewellery, sunglasses, belts, hats, gloves, handbags, scarves, etc.). Apparel specialists include specialty apparel like wedding dress shops. Example brands include Primark, TJ Maxx, and Zara. Sportswear retailers, such as Adidas and Nike, are excluded from this channel and are included in Sports Goods Stores; this is due to the companies considering themselves sports companies as opposed to apparel companies.See All of Our Definitions
This report originates from Passport, our Apparel and Footwear Specialists research and analysis database.
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