Womenswear in Nigeria recorded a partial recovery in 2021 as the easing of restrictions on movement to work and for social gatherings boosted demand. Nevertheless, the negative impact of COVID-19 on the performance of the economy in 2020 continued to be felt in 2021 with this limiting a full recovery in retail volume terms.
While sales of formalwear such as women’s shirts and blouses and women’s shorts and trousers performed positively in 2021, casualwear also performed well. There remains a solid demand among the young, female population in Nigeria for comfortable and trendy clothes and footwear, although financial constraints prevail.
Fragmentation within the competitive landscape continued to increase in 2021 as larger retailers and brands struggled. This was in part due to the shift to economy brands and partly due to growing dynamism among small retailers and local brands.
A weak economy caused by the global COVID-19 crisis has severely impacted sales of womenswear in Nigeria and despite seeing an improvement in 2021 retail volume sales remained well below 2019 levels. The normalisation of economic and social activities should help to drive growth in womenswear as the forecast period progresses, although retail volume sales are not expected to return to pre-COVID-19 levels until 2023.
Nigeria has one of the fastest growing populations in the world and therefore demand for womenswear will also be boosted by the continuing strong growth in the young, urban, female population. The expansion of this demographic should help drive demand for fashionable and trendy apparel and footwear as well as for formalwear.
Social media is expected to continue helping and shaping demand for womenswear in Nigeria. Popular social media platforms such as Instagram, Snapchat, and Facebook are new channels through which fashion bloggers and apparel companies are successfully reaching women in the country.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Nigeria 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 Nigeria, 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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