Home seclusion, the shift to working and studying from home, and the lack of social contact resulting from efforts to contain COVID-19 had a marked negative effect on sales of hosiery in 2020. The shift from formal wear to more comfort-orientated clothing had a particularly significant impact on demand for sheer hosiery during the year.
The COVID-19 crisis had both negative and positive effects on demand for socks during 2020. The reduction in away-from-home activity undoubtedly had a negative impact on sales of socks.
The Japanese hosiery category is very fragmented, with a large number of players operating in the market and little to separate them. The category caters to a broad spectrum of consumers, with products available from dollar stores such as Daiso right through to higher-priced items such as Super Sox’s innovative line.
As the immediate threat from COVID-19 diminishes, Japan is set to see a return to more normal economic and social activity. This will boost demand for hosiery, as consumers once again turn to products considered suitable for face-to-face business and social occasions.
Developments such as consumers spending more time at home will place pressure on hosiery players to promote new reasons for wearing hosiery products beyond simply wearing them under shoes. Hosiery could follow developments in other apparel and footwear categories, such as women’s underwear, which has seen the emergence of demand for night bras as female consumers have looked to take care of their breasts while wearing comfort wear at home during the COVID-19 crisis.
The growing role of functionality in the development of hosiery will also support the increasing use of digital technology in the category during the forecast period. Thanks to digital innovations, consumers are increasingly measuring and managing their bodies using digital devices, with smart wearable technology enabling them to monitor a wide range of metrics, including heart rate, calories burned, and duration and quality of sleep.
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Understand the latest market trends and future growth opportunities for the Hosiery industry in Japan 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 Hosiery research and analysis database.
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