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, digitalization and service as a product will be key trends in the Southeast Asian fashion industry.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.