Product innovation focusing on fabric was very much in evidence in menswear in Thailand’s during the review period. Among the notable new fabric design innovations several came from ICC International PCL’s Arrow brand.
COVID-19 caused huge disruption to the retail landscape with non-essential stores closed during the lockdown, while some people remained concerned about venturing out into busy public areas. Furthermore, the closure of the country’s borders also ended sales to tourists and foreign visitors.
With consumers forced to spend more time at home during 2020 there was an increased focus on comfort, with players looking to promote easy-to-wear and comfortable menswear. Several players also turned their attention to producing face masks to compensate for the drop in demand for other products.
Menswear is projected to gradually recover over the forecast period as the country gradually recovers from COVID-19. 2020 saw tourism grind to a halt and it is highly unlikely to return to pre-COVID-19 numbers during 2021.
It is expected that new product development will focus on menswear which can be worn both for work and leisure, inspired by flexible working arrangements and a more casual approach to office attire. There is also likely to be an ongoing focus on functionality, with consumers leading increasingly busy lives and therefore looking for convenience.
Another way in which companies are looking to build brand awareness and loyalty is through CSR activities. For example, ICC International launched its “Arrow X-Dimension: Gift & Celebration” collection using threads from recycling PET bottles, which is targeted at the younger generation.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Thailand 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 Menswear research and analysis database.
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