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.
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.
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.
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.
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.
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.
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Designer Apparel and Footwear (Ready-to-Wear)
This is the aggregation of designer apparel and designer footwear.See All of Our Definitions
This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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