Sales of womenswear fell sharply in 2020 as the COVID-19 pandemic prompted consumers to focus on essential purchases only, while the least well-off shifted to second-hand apparel. Thus, while women’s dresses, shirts and blouses and jumpers proved relatively resilient, more discretionary categories including women’s swimwear and women’s suits were among the hardest hit.
Demand for comfortable and convenient womenswear increased in 2020 in line with COVID-19-induced lifestyle changes as a result of home seclusion and social distancing measures. Thus, with disruption to consumers’ social lives, along with the suspension of concerts and sports events, demand shifted from items such as formal dresses and suits to sportswear, loungewear and underwear, although these areas still saw a strong decline in sales.
E-commerce sales of womenswear grew strongly in 2020 in response to the limitations on in-store shopping due to the COVID-19 pandemic. Whereas before the pandemic hit, many consumers preferred to try on clothes in physical stores prior to purchasing, many turned to online shopping as their only option while stores were closed during spring 2020.
Following the sharp fall in sales in 2020, all womenswear categories are expected to record retail value growth at constant 2020 prices in 2021 as consumers again require new clothes for activities including work and socialising. Ukrainian women are very keen on fashion and prioritise a trendy and stylish look that they achieve through their choice of womenswear and frequent use of make-up.
Over the short term, Ukrainian women are expected to prioritise essential apparel types such as underwear, jeans and tops. Many consumers are also likely to continue economising on non-essential purchases, which is likely to restrict demand for more formal apparel such as business suits and evening dresses.
International players are expected to play a key role in shaping the performance of womenswear over the forecast period, with fast fashion companies such as LPP Ukraine DP and the Inditex Group brands likely to be at the forefront of developments. These brands and players are poised to continue attracting Ukrainian women with their competitively priced apparel ranges that reflect global fashion trends.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Ukraine 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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