As stores and shopping centres reopened, and there were no further temporary lockdowns or closures in 2021, consumers were therefore able to try on, buy and return clothes in person again, and women flocked into stores to refresh their wardrobes after the worst of the pandemic was over. While precautions continued to be taken, shopping for apparel slowly resumed due to the release of pent-up demand, as trips outside of the home slowly but surely resumed.
The United Arab Emirates was one of the first countries to resume travel and tourism, although strict safety protocols were in place. This made sense due to having a high level of expatriates and being a key country for attracting tourists historically.
Digitalisation continued to witness acceleration, with retailers focusing on a holistic omnichannel approach to enhance the consumer experience. In womenswear, the consumer preference is to be able to try on and experience physical products in stores, but also to be able to shop online and through click and collect options and when they want or need to.
Although consumers have been returning to attending events and other occasions as the pandemic situation eases, they still favour comfortable clothing as they adjust to venturing out post-COVID-19. In the forecast period, whether the style is formal, semi-causal or athleisure, womenswear will be keen to look good and fashionable, but will also want to feel comfortable.
The United Arab Emirates continues to be a hub celebrating different cultures and maintaining a high level of tolerance and respect for all, with a high number of expatriates and a key country for attracting tourists. Apparel and footwear brands will therefore increasingly showcase diversity and inclusion and celebrate cultures, which is expected to resonate well with residents and tourists alike, especially in the forecast period as tourist flows continue to return.
The forecast period will see more players engage in a combination of physical and digital experiences to offer consumers a seamless omnichannel journey. In the United Arab Emirates, e-commerce has been seeing strong sales growth, and is expected to maintain this performance over the forecast period.
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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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