Womenswear in Australia

2021 DEVELOPMENTS

Womenswear forced to adapt to “new normal” to survive testing times

Demand for womenswear started to improve over 2021 in line with some easing of restrictions in different states. Nevertheless, many Australians continued to see prolonged home seclusion, a trend which saw further demand for the more stable nightwear, as consumers favoured comfort whilst working and studying from home.

Adaptative clothing gains relevance

Adaptative clothing has been gaining increasing relevance in Australia with several niche local brands launching their collections towards the end of the review period. For instance, December 2019 saw Everyhuman launch Australia’s first online store selling adaptive clothing and footwear.

Digitalisation and the new role of the physical store

In line with a huge surge in demand for apparel, including womenswear, through e-commerce as a result of non-essential stores being closed during the pandemic, retailers have been significantly investing in their online sales capabilities. However, they are also focusing on how to develop their omnichannel strategy to offer improved experiential retail to consumers through new concept stores that combine both offline and online sales.

PROSPECTS AND OPPORTUNITIES

Digitalisation is anticipated to continue to gain momentum

Even after the threat of the pandemic has waned and consumers feel more confident in returning to physical stores, the major switch online by Australians, ensuring notable penetration of the market for e-commerce, is likely to lead to ongoing strong sales through this channel. Therefore, further digitalisation to enhance the shopping experience and digitalisation of processes within the supply chain will be key to ensuring that gains made during a difficult time for retailers and brands are not lost.

Inclusivity offers further opportunities

Inclusivity offers huge opportunities for brands to expand their consumer reach. Inclusivity is already a notable trend as part of genderless product ranges as numerous local players launch gender-neutral collections or compete solely in this segment.

Sustainability will continue to influence players’ strategies and consumers’ decisions

In line with increasing concerns about the environmental impact of fast fashion in particular, on both a global level and in Australia, sustainability will become an increasingly important issue over the forecast period. Indeed, the National Retail Association has announced a major focus by retailers to help address textile waste from the industry, as part of efforts supported by the Federal Government which has awarded AUD20 million as part of its National Product Stewardship Investment Fund.