Content of the study:
The baby clothing market - France

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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. 

1.2 Global and European market

The global market for baby clothing was valued at **.** billion USD in **** and is expected to reach **.** billion USD by the end of ****, corresponding to a CAGR of *.*%. The main drivers of this market include an increase in the demand for branded clothing among the population, rising overall income and a ...

1.3 A French market in slight decline

An article of the Modeintextile website presents the conclusions of the French Fashion Institute's report. The latter notes a general phenomenon in France and in Europe of "deconsumerism", having already made lose **% of its overall value on the clothing market in ** years (***), well helped by the economic crisis. Thus, the study ...

1.4 Imports and exports of baby apparel

The data in this section has been gathered through the UN Comtrade database, under commodity code ******** "Babies, garments, clothing".

As the graph below shows, imports and exports have overall been increasing between **** and ****, before experiencing a fall in **** due to the economic crisis caused by the pandemic. Imports weigh significantly more ...

1.5 COVID-19 Impact

The Covid-* pandemic and the restriction caused by it have had profoundly altered customer's consumption habits and thus have had important consequences on most of the B*C industries.

There have been many factors impacting on the baby apparel industry. First of all, the declining birth rate definitely had consequences on ...


2.1 A falling birth rate in France

The baby market is generally decreasing in France and this negative dynamic is explained in particular by a falling birth rate and the rise of the consumption of second-hand goods. [***]

As the graph below shows, the birth rate in France has been declining since ****, passing from **.* births per **** inhabitants in **** to ...

2.2 Shopping habits

The baby clothing market is characterized by low purchase frequency. According to a survey conducted by ProdegeMR in ****, nearly **% of French people bought baby clothes less than once a year. As the graph shows, only about **% of the surveyed population bought baby clothes once a month, and about *% once a ...

2.3 Customer's preferences

 In **** Kantar Media published a survey on more than ** *** people about customers' preferences regarding children's clothing brands.

The graph below shows the estimated number of users of the first ** brands in France in the baby apparel industry. According to the results, French parents purchase the most from generalized brands, such as ...

2.4 New trends: the organic industry

Sustainable fashion

The attention to sustainability, ethics, and the environment has revolutionized the way customers perceive and choose brands: the fashion industry has, thus, evolved in the past few years, to adapt to the new sustainable trend. In fact, nearly * in * French people (***) today say that the commitment of brands and ...

2.5 La mode durable

Mode durable

L'attention portée à la durabilité, à l'éthique et à l'environnement a révolutionné la façon dont les clients perçoivent et choisissent les marques : l'industrie de la mode a donc évolué ces dernières années pour s'adapter à la nouvelle tendance durable. En effet, près de * Français ...


3.1 Structure et chaîne de valeurs du marché de l'habillement pour bébés

Un aperçu de la chaîne de valeur du marché des vêtements pour bébés est synthétisé ci-dessous.

3.1 Market structure and value chain of the baby apparel market

An overview of the value chain of the baby clothing market is synthesized below.

3.2 Distribution channels

The distribution of baby clothing has rapidly evolved in recent years: the growth of online sale has allowed new players to emerge in recent years, also enabling faster retail sales for businesses. Today's distribution market is highly competitive, with a multitude of players, including a large number of exclusively online ...

3.4 La production de vêtements en France

Il n'existe pas de chiffres spécifiques concernant la production de vêtements pour bébés en France, puisque la plupart des marques qui fabriquent ces vêtements fabriquent également des vêtements pour femmes et/ou hommes.

Cette partie vise donc à analyser la production globale du secteur de l'habillement ...


4.1 Overview of the offer: typologies and materials

The baby apparel offer is very wide and specialized: the following list gives an overview of all baby clothes items and their uses.



It is the most common clothing item for babies, as they represent the most comfortable choice in terms of functionality: they hold diapers in place and ...

4.2 Prices and costs

Price remains a decisive factor in the clothing purchase decision, especially in the young children's segment as reported by an article des Echos, quoting the Director of the MFI Economic Observatory. 

There is, however, a price range on the baby clothing market, depending on the range. 

The price of clothing is ...

4.3 A focus on specialized stores

The baby apparel market is very competitive and has a very broad offer. The following data represents a focus on specialized stores, which include brands like Petit Bateau, DPAM and Jacadi.As the graph shows, in France, there are more than ***** specialized stores, of which **** are part of the children's clothing ...

4.4 The booming of the second-hand market

The second-hand market has experienced a boom in the past few years, and the baby and children sector has been leading it. Since children's clothes have a very short useful life, due to the frequent size changes kids experience, eco-anxiety is particularly high in this sector. In addition to this, customers ...

4.5 The luxury segment

An article du Nouvel Obs reports, in July ****, of a new growth driver for the luxury sector: children. The years **** mark a boom for the children's luxury clothing market. Social networks also have their role to play. The children of stars play the role of influencers and dictate fashion in the ...


5.1 Legislation to ensure the safety of children

Children's clothing is subject to regulations allowing to keep children safe. They relate to the components of children's clothing such as cords and laces, buttons, fasteners etc. An article of the site Avisé lists these standards in force:

NF EN *****: Safety of clothing - cords and drawstrings - specifications ...

5.2 Législations connexes au marché de l'habillement

La vente en magasin

La vente en magasin est soumise à certaines règles résumées par Legalplace :

Normes de sécurité et d’accessibilité [***] Affichages obligatoires à l’attention des employés  Indication des prix à l’intérieur et à l’extérieur du magasin en TTC et en euros Cotisation obligatoire ...


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Reviews (2)

Reviews (2)

The baby clothing market - France

Publicado en 07/09/2022 by Dan

I found this study to be very complete yet concise. It gives the main trends of the market and does not limit itself to "basic" figures such as sales figures, but also deals with pricing strategies and trends according to the positioning of the players. It's a study that has really served me well and that deals with marketing, the regulatory side, the offer, the competition and the pricing. Bravo!

Businesscoot Response:

Thank you Dan !

The baby clothing market - France

Publicado en 08/01/2022 by Lorraine Ferry

It is interesting to note that specialized distribution is still on a par with mass distribution, as well as the takeoff of second-hand trade, luxury brands, and the "sustainable" behavior of consumers who give away clothes they have a very limited use for

Businesscoot Response:

Hello Lorraine, We thank you for your very positive opinion and hope that you will trust us again in the future.

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