Sales of menswear were hit particularly hard by the impact of the COVID-19 pandemic in 2020. The combination of home seclusion and uncertainty regarding the future led many consumers to cut back on spending as they did not perceive the need for new clothes.
In response to the far-reaching lifestyle changes posed by COVID-19 in 2020, demand for menswear in Ukraine was centred more on comfortable clothes such as loungewear, jeans, T-shirts and sweaters. The lack of socialising and formal events led to a sharp fall in demand for items such as men’s suits, trousers and coats.
Ukrainian men tend to be less keen on fashion compared to women, with most not striving for a large wardrobe, but preferring a smaller and more classic collection of clothing. In many cases, women purchase menswear on behalf of their husbands and partners.
All categories within menswear are expected to return to positive retail value growth at constant 2020 prices in 2021. However, overall growth potential is likely to be challenged by the adverse impact of the COVID-19 pandemic on the domestic economy.
Over the short term, formal products including men’s suits, trousers and jackets and coats will continue to be negatively impacted by relatively low demand. Formal wear has suffered from the growing popularity of sports-inspired menswear among Ukrainian men, especially younger consumers.
In contrast to womenswear, local players are expected to remain very weak in menswear over the forecast period, reflecting the brand loyalty and consistent choices of Ukrainian men with regard to apparel purchases. International brands, especially those with a standard positioning such as Colin’s, Pull & Bear and Zara, along with classic brands such as Levi’s, are expected to remain competitive over the forecast period while premium brands are set to be less successful due to limited consumer incomes, at least over the short term.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Ukraine 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 Ukraine, 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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