Designer Apparel and Footwear (Ready-To-Wear) in Thailand

2021 DEVELOPMENTS

Due to the negative impact of the pandemic, industry players launch products designed for rapidly altered lifestyles with more focus on casual wear and collaborations

In 2020 sales of designer apparel and footwear (ready-to-wear) plummeted as the impact of the COVID-19 pandemic took its toll on demand. One of the main factors undermining demand across all categories of designer apparel and footwear was the fact that many people were unable or at least unwilling to go shopping in retail stores.

Brands collaborate to ensure profitability with many focusing their new launches around working from home

With the operations of high-end apparel and footwear specialist retailers and designer apparel and footwear brands under extreme pressure since the onset of the pandemic which interfered with their ability to operate profitably, many of the leading category players entered into collaborations with leading retailers to present a united front and coordinate their responses to the challenges presented by the COVID-19 situation. Examples included the Central Life Chat and Shop campaign, conducted via the Line social media platform.

Ongoing move towards e-commerce while industry partnerships with fitness and music stars are also marketed online

With social distancing and home seclusion having negated the effectiveness of outdoor advertising and with store-based retailing facing numerous issues since the onset of the pandemic, it was perhaps inevitable that the marketing, advertising and retailing of designer apparel would head online. The most notable aspect of this trend was the major shift in the communication strategies of the category’s leading players towards online platforms, with social media and brand websites emerging strongly as the focal point of marketing campaigns during the year.

PROSPECTS AND OPPORTUNITIES

Growth in athleisure and pop-up stores characterise the forecast period

One of the most notable fashion trends in designer apparel and footwear during the review period was the seemingly relentless rise to prominence of athletic wear in general and sports-inspired apparel and footwear in particular. The forecast period is expected to see this trend become even more important to overall category sales, with the so-called “athleisure” look expected to increasingly influence consumer tastes across all categories of designer apparel and footwear.

New launches, collaborations and online marketing to stimulate international vibe two

It has always been important for companies present in designer apparel and footwear to consistently develop and launch new collections, not only to ensure conformity with the season, but also to remain relevant to consumers and stay on-trend in a rapidly shifting trading environment. This is expected to become even more relevant during the forecast period as brands seek to take advantage of positive growth and the desire of consumers to update their wardrobes after they refrain from spending money on designer apparel and footwear during 2020 and much of 2021.

Slow return to store-based retailing with more pop-up stores and discounting characterising the forecast period

Positive growth is expected to return to sales of designer apparel and footwear (ready-to-wear) during the forecast period. One of the main factors that is expected to support this positive performance is the return to relevance of store-based retailing.