the baby clothing market | France

1.1 Definition and presentation

The market for baby clothing most often refers to clothes for children from 0 to 36 months or up to 85 centimeters in height. This market is generally considered to be a children's clothing market segment (0-16 years old) or accessories, in the same title as gloves or caps. It is therefore a sub-segment of the clothing market in general, without having the same market dynamics.

The global market for baby clothing was valued at 62.04 billion USD in 2019 and is expected to reach 82.54 billion USD by the end of 2027, corresponding to a CAGR of 4.2%. The main drivers of this market include an increase in the demand for branded clothing among the population, rising overall income, and a change in parental lifestyles, which are increasingly influenced by fashion effects.

In France, the clothing market has tended to decline over the past few years, with market shares steadily declining, while that devoted to children and babies continues to grow. Indeed, the market imposes itself, since parents are obliged to adapt to the growth of their children and therefore to renew clothes more frequently. The market size has been fluctuating, following an overall decline driven by the decreasing birth rate in France.

The main players of the market include Okaidi, Petit Bateau, Kaibi, Orchestra, supermarkets and chains such as Primark and H&M. 

In a highly competitive market directly related to the French birth rate, many brands are competing in a market that is seeing a decline in volume. The second-hand market is booming in this segment, as the perception of resailed items has shifted in customers' opinions.