One of the main reasons for the very negative growth recorded in sales of designer apparel and footwear during 2020 was the government-mandated closure of all non-essential retail outlets for an extended period during the quarantine lockdown that was enacted nationwide during the early stages of the COVID-19 pandemic. These store closures led to strong sales declines being registered in all categories of designer apparel and footwear, with all of the major brands in the category reporting huge losses over the course of the year as a result.
The strict adherence to the principles of social distancing that emerged in Indonesia in response to the COVID-19 pandemic undermined demand for designer apparel and footwear during 2020. Among the major factors that had a detrimental influence on category sales was the cancellation of all fashion shows and related industry events for much of the year, a situation which reduced consumer exposure to new styles and new collections.
As mentioned above, the unavailability of store-based retailing was one of the major factors piling pressure on sales of designer apparel and footwear during 2020. In response to this, a major shift towards online channels was seen during the year, with social media becoming a much more important forum for the marketing of these products, while the sale of designer apparel and footwear shifted towards e-commerce.
One of the major trends that is expected to emerge in designer apparel and footwear from the COVID-19 pandemic is a far greater focus on casual attire and clothing that is suitable for at-home wear. The early stages of the forecast period are therefore expected to see the category’s leading brands focus more on garments that prioritise comfort and durability, although style and fashion are still expected to remain important aspects of the offer of designer apparel and footwear brands.
Many Indonesians discovered the benefits of e-commerce during 2020 as the COVID-19 pandemic made it difficult, if not impossible, for them to shop in stores. While e-commerce has traditionally struggled to attract consumers looking for designer apparel and footwear due to the inability of consumers to gain first-hand experience of garments and try them on before committing to a purchase, new technologies are expected to emerge that will make e-commerce a more attractive retail channel.
As mentioned above, the absence of fashion shows and the inability of designer apparel and footwear brands to showcase the new collections at higher profile industry events presented major challenges for category players during 2020. Thus, the return to fashion shows and industry showcase events during the forecast period is expected to be a major factor in the positive growth that is slated for designer apparel and footwear.
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Understand the latest market trends and future growth opportunities for the Designer Apparel and Footwear (Ready-to-Wear) industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Designer Apparel and Footwear (Ready-to-Wear) industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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