Fashion Friday: Leisure and Comfort Lead the Way in Southeast Asia’s Fashion Market during Coronavirus
With consumers in Southeast Asia in lockdown and working from home, it’s not surprising that there has been a clear shift away from more formal styles in fashion towards clothing and accessories that prioritise comfort. Athleisure, which was a strong trend pre-COVID, is only going to accelerate both during and after the pandemic. Countries, where outdoor activities were allowed during lockdowns, saw a surge in sales of activewear, such as Singapore and Indonesia.
Jogging bottoms, sweatpants and shorts that can be used both as sportswear and loungewear boosted the category. Going forward, its expected that partnerships, digitalisation and service as a product will be key trends in the Southeast Asian fashion industry.