泰國服裝鞋帽市場

泰國服裝鞋履市場正經歷著深刻的變革時期，其驅動力包括消費者偏好的變化、經濟因素以及技術的進步。預計到2025年，該市場將成長5%，達到3,620億泰銖。電子商務、二手交易、永續性和包容性以及日益加劇的市場兩極化都對這一成長產生了影響，其中高階市場和大眾市場均推動了成長。隨著消費者眼光的不斷提升，品牌和零售商必須做出調整，提供能夠滿足這些需求的產品。

Euromonitor International發布的《泰國服裝鞋帽市場報告》全面分析了泰國服裝鞋帽市場的規模和結構。報告涵蓋了2021年至2025年的最新零售銷售數據和分銷分析，幫助您識別推動市場成長的細分領域。報告重點介紹了主要企業和領先品牌，並對影響市場的關鍵因素進行了策略分析。此外，報告也對2030年的市場發展趨勢進行了預測。

目標產品：服裝、鞋類、運動服

數據範圍：市場規模（歷史數據和預測）、企業市場占有率、品牌佔有率、分銷數據

為什麼要購買這份報告？

• 詳細整體情況服裝和鞋類市場。
• 找出成長領域，了解改變的促進因素。
• 了解競爭格局、主要市場參與企業和領導品牌。
• 利用五年預測來評估市場發展趨勢。

Euromonitor International擁有超過50年的市場研究報告、商業指南和線上資訊系統出版經驗。該公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並在100個國家擁有分析師網路。憑藉其對多元化市場的獨特洞察和深刻理解，公司開發了強大的資訊資源，為企業制定明智的策略規劃提供支援。

目錄

目錄和表格

執行摘要

• 兩極化、永續性和不斷發展的電子商務定義了泰國不斷發展的服裝產業。

關鍵數據結果

• 圖1. 2025年的主要趨勢

產業表現

• 市場兩極化與品牌競爭推動市場成長
• 消費者偏好的多樣化正在使高階市場、大眾市場和永續發展市場兩極化。
• 圖 2：奢侈品牌利用限量版合作，透過兩極化推動成長
• 挑戰者品牌專注於小眾定位，而成熟品牌則依賴大規模合作。
• 圖 3 Hoka 社區跑步活動，展示了參加 2025 年環勃朗峰超級越野賽 (UTMB Mont Blanc) 的泰國越野跑者。

未來展望

• 消費者對功能性和永續服裝及鞋類的需求正在推動需求成長。
• 隨著創新和永續性變得越來越重要，市場兩極化預計將持續下去。

競爭格局

• 優衣庫和Roadget以創新和行銷引領服裝和鞋類市場。
• 隨著消費行為的改變，新興的二手市場對傳統零售業構成風險。
• 圖 4：Ragtag Thailand 利用二手設計師時裝

頻道

• 社群電商和體驗式零售透過直播和網紅行銷推動銷售。
• 圖 5. 分析師觀點

經濟背景

• 圖 6 實質 GDP 成長率與通貨膨脹率（2020-2030 年）
• 圖 7 泰國 PEST 分析（2025 年）

消費者背景

• 圖 8. 泰國消費者關鍵洞察（2025 年）
• 圖9 2025年泰國消費者趨勢

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資訊來源

泰國女性服飾

關鍵數據結果

2025年的發展

• 隨著品牌適應包容性和靈活性的服飾需求，女性服飾隨之成長。
• 圖 10. 2025 年的主要趨勢

產業表現

• 對於女性服飾，消費者重視耐用性、表現力和性價比。
• 永續性和整體性推動女性服飾產品創新
• 圖 11女性服飾永續性和整體性概念的演變
• 消費者偏好的動態變化正在提升本土品牌在細分市場的佔有率。
• 旅遊業是影響女性服飾市場的重要因素。
• 圖 12 旅遊業支持對多功能、氣候友善和舒適型設計的需求

未來展望

• 政府措施和社交媒體推動未來區域和國際成長

競爭格局

• 優衣庫和SHEIN以功能性和數位化策略引領市場。

頻道

• 實體店正透過加強店內體驗式購物引領潮流。
• 隨著品牌加大對線上創新的投入，零售電子商務持續發展壯大。

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泰國男裝

關鍵數據結果

2025年的發展

• 泰國男裝市場透過創新和兩極化保持強勁成長。
• 圖 13. 2025 年的主要趨勢

產業表現

• 由於消費者對時尚實用型男裝的需求增加，男裝銷售量正在上升。
• 市場兩極化和碎片化正在推動小規模品牌發展。
• 圖 14小規模、本土、小眾的泰國品牌專注於講述故事、支持當地工匠並體現泰國身份的產品。
• 隨著消費者越來越重視永續性和成本節約，二手商品交易的趨勢正在加速發展。

未來展望

• 致力於提升男裝性能，並專注於功能性、多功能性和永續性。
• 隨著消費者追求正宗產品和泰國自豪感，「購買本地產品」運動日益壯大。
• 圖 15. 分析師觀點

競爭格局

• 到 2025 年，優衣庫將引領市場，但新興的本土品牌將發揮更大的作用。

頻道

• 線下零售透過購物體驗與市場引領潮流
• 電子商務和全通路策略正在興起，以吸引年輕消費者。

產品

• 優衣庫透過PUFFTECH系列和羽絨外套系列拓展其高科技功能產品線。
• 圖 16：技術創新仍是男裝市場的關鍵驅動力

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泰國兒童服裝

關鍵數據結果

2025年的發展

• 由於消費者對本土化的興趣日益濃厚，以及富裕父母的消費意願不斷提高，童裝市場正在擴張。
• 圖 17. 2025 年的主要趨勢

產業表現

• 童裝市場透過本土品牌推出的具有文化相關性的設計而成長。
• 泰國父母的轉售和租賃選擇增多
• 隨著零售商採取激進的促銷策略，市場兩極化正在透過高階銷售推動價值成長。
• 圖 18 大眾市場品牌和自有品牌正在採取積極的促銷策略

未來展望

• 富裕的父母重視品質，會投資購買高級兒童服飾。
• 在地化和「迷你版」運動推動童裝創新
• 圖 19 分析師觀點
• 數位行銷與全通路零售商務策略

競爭格局

• 在市場分散的情況下，國內外品牌競相爭取童裝市場的領導地位。

頻道

• 線下零售商仍佔據主導地位，但電子商務正透過全通路努力不斷發展壯大。

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泰運動服

關鍵數據結果

2025年的發展

• 運動服飾產業的競爭推動了產品創新和全通路策略的轉變。
• 圖 20. 2025 年的主要趨勢

產業表現

• 挑戰者憑藉創新策略贏得市場佔有率
• 人工智慧和技術創新對產品設計的影響
• 圖 21 Mynds UltraCool 設計兼具功能性與舒適性
• 運動服和休閒服的融合仍然是市場發展的主要驅動力。

未來展望

• 預計運動服裝市場將保持穩定成長，因為其多功能性和高性能將推動市場需求。

競爭格局

• 新興品牌正逐步蠶食市場佔有率，與主流運動服飾品牌並駕齊驅。
• 現有品牌與新參與企業之間的競爭預計將會加劇。
• 圖 22：鞋類市場競爭預計將透過專注創新和精準行銷而加劇。

頻道

• 電子商務的成長將繼續主導線下零售業。
• 全通路策略和數位化互動有望帶來個人化體驗。
• 圖 23 分析師觀點

產品

• 斯凱奇利用跑步研討會來製造主題並推廣新產品。

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泰國牛仔褲

關鍵數據結果

2025年的發展

• 注重永續性和整體性的品牌推動了泰國牛仔褲的銷售。
• 圖 24. 2025 年的主要趨勢

產業表現

• 不斷壯大的中產階級和強勁的消費需求將推動銷售成長至2025年。
• 永續性措施影響消費者偏好，進而促使品牌採取適應性策略。
• 挑戰者品牌和創新策略充分利用了未被滿足的需求。
• 圖 25 泰式丹寧布料剪裁旨在提供全面的合身度，以此作為差異化優勢。

未來展望

• 一項限時宣傳活動，旨在推廣超高階牛仔褲並支持其未來發展。
• 永續性和創新持續影響消費者的偏好和行業實踐。
• 圖 26 分析師觀點

競爭格局

• 大型公司透過強大的品牌知名度和行銷能力來保持其競爭優勢。

頻道

• 雖然實體店體驗仍然佔據主導地位，但全通路佈局正日益成為一項關鍵趨勢。

產品

• 品牌直接與遊客互動以促進銷售
• 圖 27 各大品牌推出限量系列產品以促進假期季節促銷

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泰式襪子

關鍵數據結果

2025年的發展

• 城市趨勢、電子商務和永續性將推動2025年襪子市場的變革。
• 圖 28：2025 年的主要趨勢

產業表現

• 社群電商和時尚需求的動態變化推動了絲襪產業的成長。
• 兩極化導致市場焦點在日常穿著和時尚與功能性需求之間出現分歧。
• 永續性和整體性促進了襪子市場的多元化。

未來展望

• 時尚與永續性將使襪子從基本的日常用品轉變為增值配件。
• 電子商務和社群媒體持續塑造和影響消費行為。

競爭格局

• SOCKSY在數位化策略方面面臨挑戰，Bata保持領先地位。

頻道

• 實體店分銷通路仍佔據主導地位，但隨著電子商務的發展而不斷演變。
• 圖 29 分析師觀點

產品

• SOCKSY憑藉其自動販賣機特許經營模式，徹底革新了分銷業。
• 圖 30 SOCKSY 發表了一款襪子自動販賣機

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泰國服裝配件

關鍵數據結果

2025年的發展

• 圖 36 2025 年的主要趨勢

產業表現

• 注重時尚的消費者推動服飾配件市場成長4%。
• 永續性和價格實惠是影響消費者對再生環保配件需求的關鍵因素。
• 街頭服飾和休閒等時尚潮流正在推動人們對多功能服飾的需求。
• 圖 37 挑戰者品牌進入服飾配件市場，推動成長

未來展望

• 數位化創新和強大的線上影響力有助於提升品牌知名度和促進銷售。
• 自我表達和品牌合作能夠引發熱議，並促進特別版產品的銷售。
• 圖 38 分析師觀點

競爭格局

• 數位化行銷和時尚實惠的產品推動了Roadget的市場領導地位。

頻道

• 到 2025 年，全通路將佔據主導地位，實體通路將引領潮流。
• TikTok 和 Instagram 在電子商務和產品推廣策略中發揮關鍵作用。

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泰國鞋履

關鍵數據結果

2025年的發展

• 到 2025 年，消費者日益專業化和不斷變化的偏好將推動鞋類產業的發展。
• 圖 31 2025 年的主要趨勢

產業表現

• 創新、永續性和可近性推動銷售成長
• 技術和創新已超越產品設計，並將人工智慧融入其中。
• 圖 32 創新正在從設計、材料和零售等方面改變鞋類市場
• 老牌企業利用現有市場獲利，而競爭對手則利用不斷擴大的細分市場趨勢獲利。
• 圖 33 跑步鞋透過創新和數位化管道推動了可觀的銷售成長
• 二手電商正在影響消費行為，並與新銷售同步成長。

未來展望

• 細分市場專業化和童鞋市場推動成長
• 為支持產品創新，對永續和特種產品的需求不斷成長
• 圖 34 分析師觀點

競爭格局

• 知名品牌透過創新和在地化保持優勢。

頻道

• 隨著消費者習慣的改變，線上電子商務不斷發展，而實體店通路則推動了銷售成長。

產品

• Supersport 利用創新的 3D 掃描技術擴大市場佔有率
• 瑞士馬年主題活動旨在吸引更廣泛的市場
• 圖 35 瑞士公司 On 透過限量版系列吸引亞洲市場

國家報告免責聲明

The Thailand apparel and footwear market is experiencing significant shifts driven by changing consumer preferences, economic factors and technological advancements. In 2025, the market grew 5% to a value of THB362 billion and was influenced by the growth of e-commerce, resale, sustainability and inclusivity and polarisation, with growth driven by both premium and mass value segments. As consumers become more discerning, brands and retailers must adapt by offering products that cater to these d...

Euromonitor International's Apparel and Footwear in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025 and analysis by distribution format allowing you to identify the sectors driving growth. It identifies the leading companies, leading brands, and offers strategic analysis of key factors influencing the market. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Apparel, Footwear, Sportswear.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Apparel and Footwear market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Polarisation, sustainability and growing e-commerce define Thailand's evolving apparel landscape

KEY DATA FINDINGS

• CHART 1 Key Trends 2025

INDUSTRY PERFORMANCE

• Market polarisation and competition amongst brands fuel market growth
• Diversifing consumer preferences polarises segmented premium, mass market and sustainability markets
• CHART 2 High End Brands take Advantage of Limited-Edition Collaboration as Polarisation Drives Growth
• Challenger brands emphasise niche positioning, incumbents rely on grand collaborations
• CHART 3 Hoka Community Running Featuring Thai Trail Runners Competing at UTMB Mont-Blanc 2025

WHAT'S NEXT?

• Consumers to drive demand for functional and sustainable apparel and footwear
• Market polarisation expected to continue as innovation and sustainable grows in importance

COMPETITIVE LANDSCAPE

• Uniqlo and Roadget lead apparel and footwear market through innovation and marketing
• Emerging resale market poses risk to traditional retail as consumer behaviour shifts
• CHART 4 Ragtag Thailand Capitalises on Pre-Owned Designer Fashion

CHANNELS

• Social commerce and experiential retail drives sales through live streaming and influencers
• CHART 5 Analyst Insight

ECONOMIC CONTEXT

• CHART 6 Real GDP Growth and Inflation 2020-2030
• CHART 7 PEST Analysis in Thailand 2025

CONSUMER CONTEXT

• CHART 8 Key Insights on Consumers in Thailand 2025
• CHART 9 Consumer Landscape in Thailand 2025

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

WOMENSWEAR IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Womenswear growth attributed to brands adapting to inclusive and flexible clothing
• CHART 10 Key Trends 2025

INDUSTRY PERFORMANCE

• Consumers prioritise value for money in womenswear with durability and representation being dominant
• Sustainability and inclusivity drive product innovation in womenswear
• CHART 11 Womenswear Has Seen an Evolution of the Sustainability and Inclusivity Concept
• Dynamic shifts in consumer preferences leads to growing local brand presence in niche markets
• Tourism is an important factor in the womenswear market
• CHART 12 Tourism Supports Demand for Versatile, Climate-Appropriate and Comfortable design

WHAT'S NEXT?

• Government initiatives and social media to drive future local and international growth

COMPETITIVE LANDSCAPE

• Uniqlo and Shein lead with functional and digital strategies

CHANNELS

• Physical stores lead with enhanced in-store experiential shopping
• Retail e-commerce continuing to gain traction as brands invest in online innovation

COUNTRY REPORTS DISCLAIMER

MENSWEAR IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Thailand's menswear market maintains robust growth through innovation and polarisation
• CHART 13 Key Trends 2025

INDUSTRY PERFORMANCE

• Menswear sales grow in line with increased demand for fashionable and functional design
• Market polarisation and fragmentation see small brands gain momentum
• CHART 14 Small, Local and Niche Thai Brands Focus on Products that Tell a Story, Support Local Artisans and reflect Thai Identity
• Resale trend gains traction as consumers emphasise sustainability and cost-savings

WHAT'S NEXT?

• Functional, versatile and sustainability preference to fuel menswear performance
• Buy local movement to grow as consumers seek authenticity and Thai pride
• CHART 15 Analyst Insight

COMPETITIVE LANDSCAPE

• Uniqlo leads market in 2025 but emerging local brands to be more significant players

CHANNELS

• Offline retail leads through in-shopping experience and markets
• E-commerce and omnichannel strategies on the rise to capture younger consumers

PRODUCTS

• Uniqlo expands tech-functional lines with PUFFTECH and Down Collection
• CHART 16 Tech Innovation Remains a Key Factor Driving the Menswear Market

COUNTRY REPORTS DISCLAIMER

CHILDRENSWEAR IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Childrenswear market expands with increased focus on localisation and affluent parents' willingness to spend
• CHART 17 Key Trends 2025

INDUSTRY PERFORMANCE

• Childrenswear market grows through local brands culturally relevant designs
• Resale and rental options gain traction among Thai parents
• Polarisation drives value through premium sales as retailers employ aggressive promotional strategies
• CHART 18 Mass Market and Private Labels Employ Aggressive Promotion Strategies

WHAT'S NEXT?

• Affluent parents prioritise quality and invest in premium childrenswear
• Localisation and mini-me trends assist childrenswear innovation
• CHART 19 Analyst Insight
• Digital marketing and omnichannel retailing business strategies

COMPETITIVE LANDSCAPE

• Local and international brands compete for childrenswear leadership in fragmented market

CHANNELS

• Offline retailers remain dominant while e-commerce expands through omnichannel efforts

COUNTRY REPORTS DISCLAIMER

SPORTSWEAR IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Competition in sportswear fuels product innovation and shifting omnichannel approaches
• CHART 20 Key Trends 2025

INDUSTRY PERFORMANCE

• Challengers gain market share with innovative strategies
• AI and tech innovation influencing product design
• CHART 21 Mynds UltraCool Designs Blends Functionality and Comfort
• Blended athletic and casual wear continues to be a major market driver

WHAT'S NEXT?

• Sportswear growth expected to remain steady as versatility and performance drive demand

COMPETITIVE LANDSCAPE

• Challenger brands slowly gain share alongside key sportswear brands
• Competition amongst established brands and new players expected to accelerate
• CHART 22 Footwear Competition Expected to Grow Through Focused Innovation and Targeted Marketing

CHANNELS

• Offline retail dominance continues with e-commerce growth
• Omnichannel strategies and digital engagement expected for personalised experiences
• CHART 23 Analyst Insight

PRODUCTS

• Skechers use running workshops to build buzz and market new products

COUNTRY REPORTS DISCLAIMER

JEANS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Brands focusing on sustainability and inclusivity trends help fuel jeans sales in Thailand
• CHART 24 Key Trends 2025

INDUSTRY PERFORMANCE

• Growing middle class and dynamic consumer demand drive sales growth in 2025
• Sustainability initiatives shape consumer preferences leading to adaptive brand strategies
• Challenger brands and innovative strategies capitalise on unmet demand
• CHART 25 Thai Denim Tailoring that Seeks to Provide Inclusive Fits as a Differentiator

WHAT'S NEXT?

• Exclusive campaigns to fuel super premium jeans and aid future jeans growth
• Sustainability and innovation to continue shaping consumer preferences and industry practices
• CHART 26 Analyst Insight

COMPETITIVE LANDSCAPE

• Leading players maintain dominance through strong brand awareness and marketing

CHANNELS

• In-store experience still dominant but omnichannel presence a growing key trend

PRODUCTS

• Brands engage directly with tourist consumers to boost sales
• CHART 27 Brands Launched Exclusive Collections to Promote Sales During Festive Season

COUNTRY REPORTS DISCLAIMER

HOSIERY IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Urban trends, e-commerce, and sustainability drive hosiery market shifts in 2025
• CHART 28 Key Trends 2025

INDUSTRY PERFORMANCE

• Dynamic shifts in social commerce and fashion demands assist hosiery growth
• Polarisation splits market focus between everyday wear and fashionable and functional demands
• Sustainability and inclusivity expand hosiery market diversification

WHAT'S NEXT?

• Fashionisation and sustainability to move hosiery from basic commodity to value-added accessory
• E-commerce and social media to continue shaping and influencing consumer behaviour

COMPETITIVE LANDSCAPE

• Bata maintains lead as SOCKSY challenges with digital strategy

CHANNELS

• Store-based distribution channels leads but evolving with e-commerce growth
• CHART 29 Analyst Insight

PRODUCTS

• SOCKSY innovates distribution with vending machine franchise model
• CHART 30 SOCKSY launches hosiery vending machine

COUNTRY REPORTS DISCLAIMER

APPAREL ACCESSORIES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• CHART 36 Key Trends 2025

INDUSTRY PERFORMANCE

• Fashion-conscious consumers drive 4% growth in apparel accessories
• Sustainability and affordability shape consumer demand for upcycled and eco-friendly accessories
• Fashion trends like streetwear and athleisure boost demand for versatile options
• CHART 37 Challenger Brands are tapping into Apparel Accessories Driving Growth

WHAT'S NEXT?

• Digital innovation and a strong online presence to assist brand awareness and sales
• Self-expression and brand collaborations set to increase buzz and boost special edition sales
• CHART 38 Analyst Insight

COMPETITIVE LANDSCAPE

• Digital marketing and trendy affordable products drive Roadget's market leadership

CHANNELS

• Store-based channels lead market with growing omnichannel presence in 2025
• TikTok and Instagram play crucial role in e-commerce and product promotion strategies

COUNTRY REPORTS DISCLAIMER

FOOTWEAR IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Specialised and developing consumer preferences assist footwear in 2025
• CHART 31 Key Trends 2025

INDUSTRY PERFORMANCE

• Innovation, sustainability and accessibility drive sales growth
• Technology and innovation go beyond product design, incorporating AI
• CHART 32 Innovation is Transforming Footwear Market with Design, Materials, and Retailing
• While incumbent brands leverage established market, competitors capitalise on expanding niche trends
• CHART 33 Running Shoes Drive Value Sales Growth Through Innovation and Digital Channel
• Resale e-commerce influencing consumer behaviour and growing alongside new sales

WHAT'S NEXT?

• Niche specialisation and children's footwear to fuel growth
• Increasing demand for sustainable and specialised products to assist product innovation
• CHART 34 Analyst Insight

COMPETITIVE LANDSCAPE

• Leading brands maintain dominance through innovation and localisation

CHANNELS

• Store-based channels lead sales as online e-commerce grows with changing consumer habits

PRODUCTS

• Supersports gaining market shares through innovative 3D scanning
• Swiss On Year of the Horse aims to appeal to larger market
• CHART 35 Swiss Company, On, Appeals to Asian Markets Through Limited Edition Collection

COUNTRY REPORTS DISCLAIMER