Sales of designer apparel and footwear were some of the hardest hit by the COVID-19 pandemic in 2020 due to the compound effects of a virtual standstill in both physical and digital retail, heavily disrupted supply chains and a halt to travel worldwide. Designer apparel and footwear also faced uncertainty as the cycle of fashion weeks in the global fashion calendar was hugely disrupted by the pandemic, with many shows cancelled or postponed.
As in other areas of luxury goods, such as personal luxury, players in designer apparel and footwear applied their resources to supporting local communities in 2020. This often involved supplying products for the health industry, with Vakko Satis Magazalari, and Eren Holding (in its Lacoste factory in Çorlu), for example, producing face masks to support the fight against COVID-19.
The challenges posed by the COVID-19 pandemic in 2020 were expected to lead to a shift in consumer buying behaviour. As many luxury designer apparel consumers undoubtedly sought to postpone discretionary purchases, others were expected to purchase fewer but higher quality products.
All categories of designer apparel and footwear are expected to record negative average retail value growth at constant 2020 prices over the forecast period, with signs of a tentative recovery not appearing until 2022-2023. Designer childrenswear and children’s designer footwear appear set to offer the most promising signs of recovery with a return to stronger growth by the end of the forecast period.
Many consumers made a rapid switch to the e-commerce channel during 2020 in a trend that is only likely to gather pace over the forecast period as first-time users of the channel develop more embedded habits and preferences. This is likely to extend to a new consumer base beyond millennials, who are already very comfortable and appreciate the convenience of buying online.
Sustainability issues and credentials grew in prominence in the minds of consumers during the COVID-19 pandemic of 2020. This has the potential to spill over into consumers’ choice of designer apparel and footwear brands as they seek to focus on those that practise “responsible consumption”.
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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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This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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