Apparel and Footwear in the Philippines
April 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY

Value growth across the entire apparel and footwear market improves over the previous year, driven by demand for fast fashion and by mall expansion
Good news for the industry as the country’s Ease of Doing Business rating leaps by 29 notches to reach 95 among 190 economies.
Top players in the highly fragmented competitive landscape are notably diverse
While mall expansion continues, ensuring that in-store retailing will remain the leading channel, e-commerce sales are growing quickly
Regulatory reforms and infrastructure investment set to boost sales in forecast period

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 2 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 7 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

HEADLINES

PROSPECTS

Economy women’s jeans, women’s nightwear, women’s shorts and trousers post high value growth in 2019, which was a good year for womenswear overall
Women’s leggings continues to enjoy high growth in 2019 and is set to post the highest value CAGR in womenswear over the forecast period
Direct sellers contribute the most to women’s underwear sales

COMPETITIVE LANDSCAPE

Despite increased competition from Jockey and others, Avon maintains the leading value share in womenswear on the strength of its leadership in women’s underwear
Suyen Corp posts the highest value growth by effectively using celebrities in innovative marketing campaigns targeting younger consumers
Fast fashion player Fast Retailing with Uniqlo strengthens its position by significantly increasing its number of retail outlets

CATEGORY DATA

Table 13 Sales of Womenswear by Category: Volume 2014-2019
Table 14 Sales of Womenswear by Category: Value 2014-2019
Table 15 Sales of Womenswear by Category: % Volume Growth 2014-2019
Table 16 Sales of Womenswear by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Womenswear: % Value 2015-2019
Table 18 LBN Brand Shares of Womenswear: % Value 2016-2019
Table 19 NBO Company Shares of Women’s Nightwear: % Value 2015-2019
Table 20 LBN Brand Shares of Women’s Nightwear: % Value 2016-2019
Table 21 NBO Company Shares of Women’s Outerwear: % Value 2015-2019
Table 22 LBN Brand Shares of Women’s Outerwear: % Value 2016-2019
Table 23 NBO Company Shares of Women’s Swimwear: % Value 2015-2019
Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2016-2019
Table 25 NBO Company Shares of Women’s Underwear: % Value 2015-2019
Table 26 LBN Brand Shares of Women’s Underwear: % Value 2016-2019
Table 27 Forecast Sales of Womenswear by Category: Volume 2019-2024
Table 28 Forecast Sales of Womenswear by Category: Value 2019-2024
Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Menswear sales benefit from increased demand for clothes that are both comfortable and fashionable, which players work to satisfy
Hot and humid climate contributes to demand for comfortable clothes, including men’s shorts and trousers
Filipinos’ increasing wanderlust leads to more travel, boosting demand for travel-friendly menswear

COMPETITIVE LANDSCAPE

Suyen Corp’s Human brand sees double-digit value growth in menswear as it gains traction within men’s outerwear
All three of Golden ABC’s brands perform well in 2019, resulting in a slight value share gain for the Philippine-based company over the year
Leading player in men’s underwear strengthens its position with double-digit value growth

CATEGORY DATA

Table 31 Sales of Menswear by Category: Volume 2014-2019
Table 32 Sales of Menswear by Category: Value 2014-2019
Table 33 Sales of Menswear by Category: % Volume Growth 2014-2019
Table 34 Sales of Menswear by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Menswear: % Value 2015-2019
Table 36 LBN Brand Shares of Menswear: % Value 2016-2019
Table 37 NBO Company Shares of Men’s Nightwear: % Value 2015-2019
Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2016-2019
Table 39 NBO Company Shares of Men’s Outerwear: % Value 2015-2019
Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2016-2019
Table 41 NBO Company Shares of Men’s Swimwear: % Value 2015-2019
Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2016-2019
Table 43 NBO Company Shares of Men’s Underwear: % Value 2015-2019
Table 44 LBN Brand Shares of Men’s Underwear: % Value 2016-2019
Table 45 Forecast Sales of Menswear by Category: Volume 2019-2024
Table 46 Forecast Sales of Menswear by Category: Value 2019-2024
Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2019-2024
Table 48 Forecast Sales of Menswear by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Baby and toddler wear posts the highest growth in 2019, benefiting from a slight rise in the birth rate
Department stores channel, with its affordable offer of fast fashion and ready-to-wear apparel including childrenswear, poses a challenge to boutique brands
Birth rate still high in the Philippines compared to that in other countries, which translates into continued growth for childrenswear over the forecast period

COMPETITIVE LANDSCAPE

Fast fashion brands maintain leading value shares in childrenswear, but lose some ground to smaller players in a highly fragmented landscape
Domestic direct seller Natasha and international player Zara both gain traction
Value sales are driven by demand from a growing middle-income segment

CATEGORY DATA

Table 49 Sales of Childrenswear by Category: Volume 2014-2019
Table 50 Sales of Childrenswear by Category: Value 2014-2019
Table 51 Sales of Childrenswear by Category: % Volume Growth 2014-2019
Table 52 Sales of Childrenswear by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Childrenswear: % Value 2015-2019
Table 54 LBN Brand Shares of Childrenswear: % Value 2016-2019
Table 55 Forecast Sales of Childrenswear by Category: Volume 2019-2024
Table 56 Forecast Sales of Childrenswear by Category: Value 2019-2024
Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Sports-inspired apparel and performance footwear see higher value growth than their respective counterparts in 2019
All leading sportswear players offer a casual take on sportswear and enlist local celebrities and other popular influencers to promote their brands
Mass consumers increasingly exercise and work out to stay fit, creating opportunities for smaller players to gain ground with affordable performance sportswear

COMPETITIVE LANDSCAPE

Leading sportswear player Nike strengthens its value share after seeing double-digit growth in 2019
Under Armour posts double-digit growth for fourth consecutive year, while Polo Ralph Lauren continues to generate greater interest
Sales though e-commerce sites continue to grow, but sports goods stores and other specialist retailers will continue to account for the majority of sportswear sales

CATEGORY DATA

Table 59 Sales of Sportswear by Category: Value 2014-2019
Table 60 Sales of Sportswear by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Sportswear: % Value 2015-2019
Table 62 LBN Brand Shares of Sportswear: % Value 2016-2019
Table 63 Distribution of Sportswear by Format: % Value 2014-2019
Table 64 Forecast Sales of Sportswear by Category: Value 2019-2024
Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Higher growth for jeans in 2019 is driven by demand for fast fashion brands
Successful players focus on consumer groups, especially middle-aged and older consumers with clear preferences for different cuts/fits of jeans
Consumers seek quality in jeans that come in a wide range of designs and designs

COMPETITIVE LANDSCAPE

Despite previous share losses to fast fashion players, Levi’s maintains its second position, benefiting from consumers’ ongoing preference for established brands
Suyen Corp’s Human brand sees strong double-digit growth and increases its position in men’s and women’s economy jeans
Suyen’s herBench brand loses value share to Golden ABC’s Penshoppe and Oxygen brands – and to its own, Human brand in economy women’s jeans

CATEGORY DATA

Table 66 Sales of Jeans by Category: Volume 2014-2019
Table 67 Sales of Jeans by Category: Value 2014-2019
Table 68 Sales of Jeans by Category: % Volume Growth 2014-2019
Table 69 Sales of Jeans by Category: % Value Growth 2014-2019
Table 70 Sales of Men’s Jeans by Category: Volume 2014-2019
Table 71 Sales of Men’s Jeans by Category: Value 2014-2019
Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2014-2019
Table 73 Sales of Men’s Jeans by Category: % Value Growth 2014-2019
Table 74 Sales of Women’s Jeans by Category: Volume 2014-2019
Table 75 Sales of Women’s Jeans by Category: Value 2014-2019
Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2014-2019
Table 77 Sales of Women’s Jeans by Category: % Value Growth 2014-2019
Table 78 NBO Company Shares of Jeans: % Value 2015-2019
Table 79 LBN Brand Shares of Jeans: % Value 2016-2019
Table 80 Forecast Sales of Jeans by Category: Volume 2019-2024
Table 81 Forecast Sales of Jeans by Category: Value 2019-2024
Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2019-2024
Table 83 Forecast Sales of Jeans by Category: % Value Growth 2019-2024
Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2019-2024
Table 85 Forecast Sales of Men’s Jeans by Category: Value 2019-2024
Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2019-2024
Table 89 Forecast Sales of Women’s Jeans by Category: Value 2019-2024
Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Non-sheer hosiery – especially socks and other sports-orientated hosiery – drives hosiery sales in 2019
Hosiery created by sportswear brands for active consumers are especially popular
While smaller players increasingly rely on e-commerce to drive growth, major brands are expanding their outlets to compete with the online channel

COMPETITIVE LANDSCAPE

Department store brands Burlington and Darlington maintain their leading positions
Fast Retailing strengthens its value share, benefiting from expansion and widening its offer
While Old Navy may or may not continue to be sold through the Gap, the brand has increased its offer at discounted prices and online with Shopback

CATEGORY DATA

Table 92 Sales of Hosiery by Category: Volume 2014-2019
Table 93 Sales of Hosiery by Category: Value 2014-2019
Table 94 Sales of Hosiery by Category: % Volume Growth 2014-2019
Table 95 Sales of Hosiery by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Hosiery: % Value 2015-2019
Table 97 LBN Brand Shares of Hosiery: % Value 2016-2019
Table 98 Forecast Sales of Hosiery by Category: Volume 2019-2024
Table 99 Forecast Sales of Hosiery by Category: Value 2019-2024
Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2019-2024
Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Value growth in every category of apparel accessories increases over that seen in the previous year
Rising demand for sports accessories seen as more Filipinos adopt active lifestyles
Lazada and Shopee are the favoured e-commerce sites as the channel’s offer and value sales both keep growing

COMPETITIVE LANDSCAPE

SM Retail maintains a clear lead within the otherwise highly fragmented apparel accessories landscape
Offering interesting and evolving designs, Gucci boosts its sales by increasing its presence on social media, through its own website and in three in-country stores
Under Armour and Golden ABC brands Oxygen and Penshoppe gain traction in 2019

CATEGORY DATA

Table 102 Sales of Apparel Accessories by Category: Volume 2014-2019
Table 103 Sales of Apparel Accessories by Category: Value 2014-2019
Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2014-2019
Table 105 Sales of Apparel Accessories by Category: % Value Growth 2014-2019
Table 106 NBO Company Shares of Apparel Accessories: % Value 2015-2019
Table 107 LBN Brand Shares of Apparel Accessories: % Value 2016-2019
Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2019-2024
Table 109 Forecast Sales of Apparel Accessories by Category: Value 2019-2024
Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2019-2024
Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2019-2024

HEADLINES

PROSPECTS

Increased product offerings of familiar brands along with collaborations with iconic players, famous athletes and other celebrities to promote them drive footwear sales
Growing interest in travel boosts sales of footwear suited for different seasons and outdoor activities in other countries
Chunky sneakers trend that began with a boom in 2018 shows no sign of letting up

COMPETITIVE LANDSCAPE

While Nike and adidas maintain their lead with high brand recognition, the majority of consumers divide their attention among an ever-widening range of options
World Balance boosts sales by further collaboration with Disney in 2019
Suyen Corp and Golden ABC expand their presence in footwear

CATEGORY DATA

Table 112 Sales of Footwear by Category: Volume 2014-2019
Table 113 Sales of Footwear by Category: Value 2014-2019
Table 114 Sales of Footwear by Category: % Volume Growth 2014-2019
Table 115 Sales of Footwear by Category: % Value Growth 2014-2019
Table 116 NBO Company Shares of Footwear: % Value 2015-2019
Table 117 LBN Brand Shares of Footwear: % Value 2016-2019
Table 118 Distribution of Footwear by Format: % Value 2014-2019
Table 119 Forecast Sales of Footwear by Category: Volume 2019-2024
Table 120 Forecast Sales of Footwear by Category: Value 2019-2024
Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2019-2024
Table 122 Forecast Sales of Footwear by Category: % Value Growth 2019-2024