Womenswear is set to record double-digit growth in 2021 compared to two consecutive years of declines, with various speeds of recovery within the category. Compared to pre-pandemic levels in 2019, women’s leggings is set to experience a full recovery due to rising demand for yoga pants, while sales of women’s underwear are gradually recovering.
Despite remaining below pre-pandemic sales levels in 2021, women’s underwear remains a staple of womenswear in Hong Kong due to its essential nature. Improving sales and overall high demand are being supported by further home seclusion and remote working policies, as women search for additional comfort.
During the pandemic, with very limited tourism and low consumer appetite to shop for non-essential products, brand equity has become important in order to survive and expand as part of the “new normal”. An explosion of collaborations between brands has therefore been observed in 2021, refreshing designs with unconventional elements “borrowed” from another brand in an attempt to excite and attract new consumers while bringing an element of surprise and creativity to retain current ones.
The pandemic has trapped local consumption power in the domestic market with the recovery in tourist flows becoming increasingly uncertain. To mitigate the risks of previous reliance on tourist sales, localisation is becoming more important than ever to capture local purchasing power under the “new normal”.
Luxury players are expected to see a slower recovery to pre-pandemic levels compared to standard players within womenswear, as they tend to have a higher reliance on tourist sales. The prolonged pandemic with closed borders forced luxury players to adapt to the “new normal” and focus on local consumers in order to survive.
With general heightened awareness of health and wellness as a result of the pandemic, women have been focusing on self-pampering and searching for items that provide comfort as part of their routines, especially when they are menstruating. In addition, an increasing number of consumers are aware of how unsustainable using sanitary towels is and are looking for alternative solutions, which are already present in Hong Kong.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Hong Kong, 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.
If you're in the Womenswear industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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