The volume growth rate in womenswear slowed in 2018 compared with the previous year, whilst in current value terms the category increased to double-digit growth. This was due to the favourable economic context.
Using social media as a tool to advertise their products, brands are becoming increasingly involved in lifestyle-related activities which integrate fashion. Technology is changing how consumers acquire goods, and apparel is no exception.
In spite of the rapid expansion of internet retailing, sales through apparel specialist retailers continue to account for the biggest share of sales. Going to shopping centres is seen as a leisure activity by Romanian women, since they can spend time with friends and also have a coffee break.
Womenswear is a very fragmented category. Shares are split amongst a significant number of producers and distributors.
H&M used to be one of the top players in womenswear in terms of growth, with faster expansion in most of the review period than Inditex Group. However, bad publicity caused by burning unsold clothing, and the discussion around the pollution fast fashion is creating globally, were very bad publicity for the H&M brand and slowed down the performance of the company.
Internet retailing is becoming increasingly popular in Romania. Purchasing clothes online used to be viewed with scepticism by consumers, due to the lack of regulation in terms of returns policies.
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This industry report originates from Passport, our Apparel and Footwear market research database.