Womenswear registered growth in 2021 having seen a sharp decline in sales in the previous year. In 2020, lockdown, home seclusion and few opportunities to socialise resulted in a steep fall in category sales.
Restrictions on the operations of physical stores and consumer concerns about exposure to the SARS-CoV-2 virus supported the strong expansion of e-commerce in womenswear during the COVID-19 crisis. Many companies worked to adapt to the dramatically changed market conditions by developing their online presence, with retail franchise operator, Alshaya, seeing the launch of 100 e-commerce websites.
Al Bandar Trading Co remains the largest player in womenswear with an offer including the Landmark Group brands, Splash and Max - the two largest womenswear brands in the market. The company has a well-established presence in Saudi Arabia and benefits from a strong omni-channel strategy, selling its products online and offline and providing features such as click and collect.
Government efforts will continue to support women and include increasing employment rates, permitting Saudi Arabian women to travel independently, allowing women to drive, and encouraging participation in sporting activities through moves such as the granting of licensing to female-only gyms in 2017. Moreover, the career advancement of women will once again become one of the main focuses of the Vison 2030 programme and will open up job opportunities for women once the country recovers from the economic shock of the pandemic.
Companies such as Namshi have started to provide buy-now-pay-later services for their customers, and this is likely to become an increasingly prominent feature of the Saudi Arabian market during the forecast period. Buy-now-pay-later purchasing is relatively new to Saudi Arabia, where consumers have traditionally been sceptical of paying for goods before receiving them.
Womenswear companies are set to strengthen their offer of services during the forecast period as they work to differentiate themselves from rivals and build consumer loyalty. RedTag #WearASmile campaign is a notable initiative in terms of the development of services in the category.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Womenswear
This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.
See All of Our DefinitionsThis report originates from Passport, our Womenswear research and analysis database.
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