During the COVID-19 pandemic, many players in menswear shifted the focus of their operations to e-commerce in order to retain some sales whilst retail outlets were closed. As such, sales through e-commerce channels gained considerable ground in 2020, as players looked for COVID-19-safe, contact-free sales methods, and consumers looked for other ways of purchasing essential items whilst in lockdown.
In order to reduce the risk of COVID-19 infection in their premises, a number of players in Turkish menswear launched their own “shopping by appointment” services in 2020. This service, available to Turkish customers following the lifting of lockdown restrictions in the country, allows consumers to book a shopping appointment during which they are not at risk of contamination from other customers.
Damat-Tween prepared an eco-friendly collection in 2020 designed using sustainable production methods to meet rising consumer demand for sustainable consumption in menswear. Following this initial collection, the brand aims to make 80% of its collection sustainable by 2025, appealing to the growing environmental awareness of Turkish consumers.
The athleisure trend will continue to gain popularity in menswear over the forecast period, benefiting from the increased visibility of health and wellness trends in Turkey as well as the shift to working from home during the COVID-19 pandemic. If there are further instances of national lockdown over the forecast period, for instance, Turkish customers will continue to look for comfortable clothes for working in at home.
Turkey is expected to suffer an economic crisis in the aftermath of the COVID-19 pandemic, even as the epidemiological situation improves. This is expected to hit a number of key companies in menswear hard over the coming years, and it will be especially difficult for companies specialising in suits and formal attire.
In the aftermath of the COVID-19 pandemic, menswear is expected to register a slower retail current value growth rate over the forecast period than womenswear. This is due to a higher level of price sensitivity amongst men when it comes to sales of apparel and footwear, especially in the context of a difficult macroeconomic environment and continued political uncertainty.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Turkey 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 Turkey, 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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