After a five-year period of rapid growth, the penetration of e-commerce within apparel levelled off in 2022, and a fairly stable share is expected to be maintained in the future, given that many customers prefer a physical shopping experience when purchasing apparel and footwear. In addition, a shift of sales is gradually becoming evident within e-commerce.
With the rise of women’s independence and the advance of social attitudes, more women are choosing to wear unisex clothing to reflect their individuality. Some brands are catching onto this trend, and have started to offer masculine or unisex clothing designs for women.
Due to the replicability and homogenisation of clothing design, it is increasingly difficult for small and medium-sized brands to establish brand awareness and differentiate themselves, with strong substitutability between each brand. Nevertheless, the increasing number of e-commerce platforms provides small brands with more consumer-facing channels and increases their viability.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in China 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.
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This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Womenswear research and analysis database.
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