Apparel and footwear specialist retailers registered a notable sales decline in 2021, due to the sudden local COVID-19 outbreak during the year. The major reason why fashion retailers were heavily affected by the pandemic was that apparel sales are largely dependent on physical stores, which consumers avoided to maintain their safety.
In response to changes in the apparel and footwear landscape during the pandemic, consumers’ preferences in clothing and footwear shifted towards safety and function. This meant a move towards clothing that was comfortable amongst Taiwanese families, or gym clothing and sports gear as many people worked out at home, as well as demand for anti-virus apparel items.
Although consumers were visiting stores less and spending less on clothing, apparel retailers focused on strengthening their brand image through activities that supported COVID-19 preventive measures, adhering to the protection guidelines imposed by the government and local authorities. Common promotional activities included free shipping nationwide to encourage consumers to shop online, and giveaways of masks, protective gear, hand soap and sanitiser.
Over the forecast period, apparel and footwear is expected to post healthy current value growth, returning to the pre-pandemic level of sales in 2023. This will be fuelled by the return to previous shopping habits and the rise in the popularity of shopping centres, which continue to be seen as leisure destinations by all age groups, especially the large young population.
Local brands have been better at adapting to the changes and the impact from the pandemic than multinational retailers. Local apparel and footwear specialist retailers are largely fragmented and operate at a small and medium scale.
Due to the competition from e-commerce, which is set to continue to rise, some fashion retailers will leverage an omnichannel retailing strategy. This will enable brands to optimise the customer experience and provide a user-friendly platform for online shopping which focuses on customer needs, provides what they need, and communicates in a personalised manner.
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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 DefinitionsThis report originates from Passport, our Apparel and Footwear Specialists research and analysis database.
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