Womenswear in Thailand was hard hit by the impact of COVID-19 in 2020, with the pandemic continuing to limit the category’s recovery in 2021. While stores were able to reopen in 2021, COVID-19 continued to have a significant impact on the local economy with tourism numbers a fraction of those seen in the previous year.
Work from home arrangements and “new normal” lifestyles helped shape demand in womenswear in 2021. For example, those products typically worn for office attire – such as women’s skirts, suits, shirts and blouses – continued to see losses in 2021, with many women forced to work from home due to COVID-19.
In an attempt to boost sales several approaches were taken by brands and retailers. This included diversifying distribution channels and collaborating with other companies.
New product lines should help support a recovery in sales of womenswear, with many women expected to be keen to replace old items after an extended period of home seclusion. Limited edition collections and brand collaborations are likely to prove popular among more fashion conscious women.
Retailers and manufacturers have ramped up their digitalisation strategies in response to COVID-19. In addition to expanding their online footprint, brands are also using innovative tools to strengthen their capabilities.
Homeshopping remained a relatively niche channel at the end of the review period, but there are signs that it could have some potential, with it recording strong growth in 2021. TV shopping channels such as True Shopping, O Shopping, Shop Channel, High Chanel, MCOT and RS Mall witnessed significant gains during the pandemic with consumers stuck at home and looking for new sources of entertainment.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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