One of the most important trends to emerge from the COVID-19 pandemic for bags and luggage in Thailand during 2020 and 2021 was the huge shift towards online sales across the category. Since the onset of the COVID-19 pandemic, many consumers have been reluctant to go shopping in crowded shopping centres and stores due to fears that this would bring them into contact with the COVID-19 virus.
While the shift towards online sales supported overall sales of bags and luggage during 2020 and 2021, this did present challenges to the leading luxury goods brands active in the category. Specifically, it partially undermined the personal touch which is one of the key points of difference between luxury brands of bags and luggage and the less exclusive brands that account for most category sales.
The unfortunate situation that unfolded during 2020 and 2021 as the COVID-19 pandemic developed led many leading brands of bags and luggage to focus on corporate social responsibility (CSR) programmes in an effort to improve brand recognition and improve the image of their brands among consumers. A classic example of this is the CSR efforts of PP Group Thailand, the official distributor of various brands, including Givenchy, Loewe, Longchamp, MCM and Tory Burch, among others.
While many consumers faced pressure on their incomes during 2020 and 2021 due to the adverse economic impact of the COVID-19 pandemic, the forecast period is expected to see consumers more willing to spend money on bags and luggage. In response, the category leaders are likely to focus more on limited collections, including those designed and promoted in collaboration with celebrities and other brands.
One of the key trends in bags and luggage during the forecast period is expected to be the greater focus on sustainability. This trend has been emerging strongly in Thailand in recent years and it is considered increasingly essential for the brands present in bags and luggage to have an explicit focus on improving their sustainability credentials.
As mentioned above, sales of bags and luggage increasingly shifted online over the course of 2020 and 2021 as a direct consequence of the COVID-19 pandemic. This trend is expected to continue developing further during the forecast period, with e-commerce set to be the big winner among all of the distribution channels for bags and luggage as a result.
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Understand the latest market trends and future growth opportunities for the Bags and Luggage industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bags and Luggage research and analysis database.
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