Competitor Strategies in Apparel and Footwear

December 2023

Global inflation continues impacting the apparel and footwear industries. Rising production costs, driven by increased prices of raw materials and transportation, have led to higher retail prices. This inflationary pressure is straining purchasing power leading to reduced discretionary spending on clothing and footwear. Balancing profitability with consumer affordability is prompting brands to reassess pricing strategies and adapt to the changing economic and consumer landscape.

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Key Findings

Persistent inflation impacts discretionary spending

Global inflation is significantly impacting the apparel and footwear industries. Rising production costs, driven by increased prices of raw materials and transportation, have led to higher retail prices. This inflationary pressure puts a strain on consumers' purchasing power, influencing buying decisions and potentially leading to reduced discretionary spending on clothing and footwear.

Expansion into new growth markets continues

 

Emerging markets in apparel and footwear globally are becoming focal points for industry expansion, driven by growing consumer populations and increasing disposable incomes. Brands are strategically targeting these markets to tap into new consumer bases, adapt products to diverse cultural preferences and capitalise on the untapped potential for significant growth in regions such as Asia, Africa and South America.

Hyper localisation is reshaping product mixes

Hyper localisation, achieved through tailored product mixes and nearshoring, is reshaping the value chain in fashion businesses. By aligning products with regional preferences and shortening supply chains, brands enhance flexibility, reduce lead times and better respond to evolving consumer demands, creating a more agile and sustainable value chain.

Second-hand market continues to impact primary market growth

The rise of second-hand retail is impacting primary market growth in apparel and footwear by diverting consumer spending towards pre-owned items. As more consumers embrace sustainability and seek unique, affordable options, the secondary market is reshaping the industry landscape, challenging traditional retail models and prompting brands to adopt circular economy strategies.

Generative AI is reshaping the value chain

Generative AI is reshaping the value chain in apparel and footwear by optimising design processes and enhancing creativity. From creating virtual prototypes to predicting consumer preferences, this technology streamlines production, reducing time-to-market and fostering innovation throughout the entire product development cycle.

Scope
Executive summary ?
Persistent inflation impacts global growth
Ongoing economic shifts impacts apparel and footwear
Eurozone: Many countries continue to feel long-term impact of inflation
APAC: China’s rebound and newfound consumer-driven focus on local brands
Apparel and footwear continues to see high fragmentation
M&A activity is reshaping the corporate landscape
Nike has maintained its world-leading position since the pandemic
DTC and omnichannel supply chain focus
E-commerce surge fuelled by the pandemic starts to normalise as shoppers return to stores
Loyalty 3.0: Value for money and price sensitivity
New retail markets will boost industry growth
New market positioning and sales territories
LATAM: Brazil and Mexico increasing manufacturing outputs
Shein starts manufacturing in Brazil with plans to expand to Mexico
AMEA: Growing resonance of African fashion
Rich Mnisi and Smiley Originals collaboration
APAC: Opportunities in Southeast Asia
Start-up NewMe aims to take on Shein in Southeast Asia
Local and global brands are venturing into Muslim fashion and modest wear
Apparel and womenswear in select markets in Southeast Asia
Brick-and-mortar localised selling strategies
Increasing brand affinity and loyalty across demographics through digital localisation
Localisation through global collaboration and tailored product mixes
Localisation through global collaboration: Simon Miller and Mango
Nike’s Express Line: “Con Mi Familia” collection.
Tailored product mix: Aligning with key sporting events
Ganni x Prince Collaboration
Stella McCartney x adidas Arsenal Women’s away kit
LVMH and Paris 2024: Artisan of All Victories
Nearshoring: Bringing manufacturing and distribution closer to the end-user
Sustainability and DEI
Impact of the EU Green Deal on apparel and footwear
UN sustainability policy underpins industry reform
Consumer-driven calls for environmental accountability mounting
Inditex moves away from “Join Life” labelling
The growing influence on resale and second-hand retail
Vestiaire Collective bans 30 fast fashion brands on its platform
Chloé launches digital IDs to enable instant resale with Vestiaire Collective
The power of Generative AI: From design to retail
AI-powered personalisation
Streamlining returns
Tackling sizing and fit issues with AI technologies
Google try-on feature
H&M Group’s Creator Studio: True Blanks custom AI-generated clothing
Lacoste banks on gaming and personalisation with its UNDW3 NFT loyalty card
The metaverse and sustainability concerns
Next Gen AI integration in apparel and footwear
Key strategies in the apparel and footwear industry

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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