Store-based retailing sales dropped significantly as a result of COVID-19 and changes in the retail environment including temporary store closures and decreased traffic. Even after reopening, retailers continued to face sluggish in-store retail sales as they were operating with reduced hours, limiting capacity and other social distancing measures.
Special events and social gatherings - such as weddings receptions, graduations, festivals and music concerts - were cancelled due to COVID-19. Also, schools and employers switched to remote or hybrid learning and work.
Gen Z and millennials’ tech-savviness and fondness for digital solutions have been accelerated by travel restrictions and social distancing measures. Advanced technology and virtual living will become essential in young people’s daily lives.
Euromonitor International’s “Post-COVID-19 forecast baseline” predicts that womenswear value sales are expected to return to pre-COVID-19 levels in 2023, after experiencing a double-digit decline in sales in 2020. With the rise in COVID-19 cases and uncertainty in jobs and the economy, consumers are cutting back on spending on clothing and footwear and this consumer behaviour will likely continue until things start to normalise.
Sustainability will remain one of the key priorities for fashion players in the long term. From sustainable sourcing to supply chain transparency, and reducing waste through resale and rentals, apparel and footwear companies have been finding ways to reduce fashion’s environmental impact.
The athleisure wear trend and the increasingly casual dress standards in the workplace and social settings have shifted fashion style trends towards more casual over the last few years. Casual wear has made its way into mainstream fashion, as the popularity of casual and comfort clothing continued during the pandemic.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Womenswear research and analysis database.
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