Prior to the pandemic, reduced purchasing power was negatively impacting menswear sales. Younger men, who are particularly interested in their personal appearance and the clothes they wear tended to spend more on apparel and footwear than their counterparts in other groups.
After price increases at below the general inflation rate in 2018 due to overstocking, prices increased at a similar level to inflation in 2019. As such unit sales fell strongly.
Given that most men were unable to go their places of work, and due to restrictions around social interactions, casual clothes registered a better performance than formal in 2020. This benefited categories such as shorts and trousers and nightwear, as men sought comfortable and loose fitting apparel.
Companies made a great effort to attract customers during the pandemic. While promotions and discounts became an important marketing strategy in apparel and footwear in 2020, these efforts in menswear were even more intense than in womenswear and childrenswear.
Economic recovery is expected to be set back by the onset of the pandemic. As a result, demand for menswear is expected to focus on lower-priced alternatives over the forecast period.
Due to severe economic problems in the country illegal sales are expected to increase again in the short term. According to industry sources, illegal factories continued working during the pandemic and did not go into lockdown.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menswear industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Menswear research and analysis database.
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