The Region’s Strong Sell-Out Performance
The international activewear brands in the region have launched successful marketing activities, limited edition capsules and localised assortments that convert to sell-outs.
Under Armour Led Growth
Indonesia, Singapore and Malaysia saw a combined increased in sell-out of 32% in the last 6 months from April to September 2020 against the previous 6 months (October 2019 to March 2020), on the back of marginal newness (Chart 1).
While Adidas and Nike remain the region’s most popular brands, the last 6 months observed the biggest online sell-out growth by Under Armour (+79%), Puma (+53%) and in third place, Adidas (+26%). The top performing categories were Shorts, Accessories and Sports Bras, which differed from sweatpants and hoodies that are trending in the western markets.
Malaysia Drove The Highest Sell-Out, Then Singapore
The brands traded with a combined 47% and 43% sell-out rates in Malaysia and Singapore respectively, amidst growing competition from the local brands.
Indonesia recorded the least growth in the region, given the uncertainty surrounding the second partial lockdown, which commenced in September.
The subsequent pages will focus on the five opportunities of growth in the region, where apparel brands of other segments can also leverage and adapt as relevant.