Designer apparel and footwear (ready-to-wear) suffered severe losses in 2020 due to the national lockdown in the UAE and the widespread closure of stores around the country. Designer apparel and footwear (ready-to-wear) stores reopened in June in the UAE but continued to suffer lower sales than the pre-COVID-19 period.
Companies in designer apparel and footwear (ready-to-wear) turned overwhelmingly towards digitalisation and e-commerce channels during the national lockdown. The presence of e-commerce in the category increased considerably in 2020 as consumers were unable to visit shops in person as a result of national lockdown measures and were also more inclined towards contact-free shopping experiences such as online shopping.
Luxury fashion houses adapted to the COVID-19 outbreak in the UAE in 2020 by launching designer face masks. Burberry was the first to launch its own branded face mask which retailed for USD120 globally and AED470 and was widely available online via the brand’s website as an online exclusive.
More brands are expected launch designer face masks in the coming years, building on the success of the earlier examples that emerged in 2020. Despite the fact that vaccines are now on the horizon, face masks are expected to remain prevalent in the UAE and around the world in 2021, and so designer face masks are expected to become more common in the coming years.
In the coming years, sustainability is expected to become more important to both companies and consumers in designer apparel and footwear (ready-to-wear). This includes the emerging trend of ‘shopping for a cause’ which sees consumers seeking for more sustainable or socially responsible products or brands.
The end of the pandemic and the prospect of vaccines on the horizon will be the main driver of the category’s recovery in the forecast period. As consumers are able to move around more freely, not only will tourists return to the UAE, boosting sales from international consumers, but an end of social distancing will also see the return of social gatherings and events.
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Understand the latest market trends and future growth opportunities for the Designer Apparel and Footwear (Ready-to-Wear) industry in United Arab Emirates 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 Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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