In 2020, hosiery recorded a sharp drop in retail current value sales due to the disruption of the COVID-19 pandemic. The COVID-19 pandemic drove a number of lifestyle changes in Turkey, as schools closed, and many consumers shifted to working from home for much of 2020.
Penti Giyim Ticaret As adapted to the COVID-19 pandemic in 2020. In April 2020, the second place company ceased its regular production lines and shifted the focus of production onto face masks to help fight COVID-19.
Sheer hosiery volume sales have declined consistently in Turkey since 2014, and this continued in 2020, but was much more severe given the lifestyle changes driven by the COVID-19 pandemic (namely school closures and the shift to working from home). Demand in the category continued to be undermined by the fact that more Turkish women are now choosing to wear jeans, slacks, leggings and other types of trousers instead of skirts and dresses.
Domestic companies are expected to continue to dominate hosiery in the forecast period. This is primarily due to the strength of the top two players in hosiery Penti and LC Waikiki, which together will continue to account for a larger value share than the rest of the field.
Innovation will also help to maintain consumer interest in hosiery over the forecast period. This will not only include the launch of products with new patterns and materials in response to changing fashion trends, but also the introduction of specialised product types.
Fast-fashion brands are expected to perform well in hosiery over the forecast period. Brands such as H&M will benefit from their fast lead times, which enable them to respond quickly to changing consumer needs and trends.
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Understand the latest market trends and future growth opportunities for the Hosiery 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 Hosiery research and analysis database.
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