While designer apparel and footwear (ready-to-wear) recorded another negative performance in total volume sales terms in 2021, the rate of decline was markedly slower than in 2020. All categories saw demand improve as consumer confidence increased and growth in the Turkish economy accelerated thanks to the rollout of COVID-19 vaccines and the easing of public health restrictions.
A nascent recovery in inbound tourism also bolstered demand across all designer apparel and footwear (ready-to-wear) categories in 2021. Indeed, the collapse of the lira saw many consumers from neighbouring and regional countries travel to Turkey specifically to buy such products at bargain prices.
As was the case in 2020, many designer apparel and footwear companies launched fewer products and collections than usual in 2021. This was partly in acknowledgement of the fact that demand was still some way off recovery to pre-pandemic levels, with continued uncertainty leading most manufacturers to take a more conservative approach to investment in innovation.
Concerns about sustainability will continue to shape consumer choices and brand strategies in designer apparel and footwear (ready-to-wear) over the forecast period. These concerns have recently become more pronounced as the pandemic has led many Turks to give greater consideration to the environmental and social impact of their consumption habits.
The competitive landscape in designer apparel and footwear (ready-to-wear) is expected to become more consolidated over the forecast period. This is partly because many smaller producers that have sustained significant financial losses since the start of the pandemic will either fold or be bought out by larger manufacturers.
The value share of e-commerce in designer apparel and footwear (ready-to-wear) rose rapidly over 2020-2021 as non-essential retailers were forced to close during lockdown periods and fear of contracting COVID-19 made Turks more reluctant to frequent such stores when they were permitted to reopen. With many consumers – especially older adults – having recently become comfortable with online shopping and developed a greater appreciation for the convenience, vast array of choices and potential for more competitive price deals this method affords, the channel looks set to continue gaining ground over the forecast period.
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Understand the latest market trends and future growth opportunities for the Designer Apparel and Footwear (Ready-to-Wear) industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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