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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 centimetres 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.

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 volumes. In addition, many parallel offers, second-hand clothes, birth lists, or sales between individuals are developing in parallel.

1.2 Global and European market

According to Statista the world marketplace of baby clothes was ** billion in **** . In ****, it is dominated by the United States, where the sector generates *.* billion euros in revenues. *.* billion in revenues, followed by India (***) complete the top *.
The European baby clothing market is worth €*.** billion . By ****, it is expected to exceed ...

1.3 A French market in slight decline

A 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 A more protected baby clothing market

The children's clothing market seems better protected as noted by an article des Echos of January ****, with growth of *% over the first eleven months of **** compared with *.*% for clothing in general in France, despite strong competition and an almost saturated market
The children's clothing market thus represents **% of the clothing market ...


2.1 A falling birth rate in France

The baby market is generally down in France and this negative dynamic is explained in particular by a falling birthrate and the rise of the consumption of second-hand goods (***)
The birth rate in France has been declining since **** and the number of women of childbearing age is also declining. Despite this ...

2.2 Low purchase frequency

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 .

Source: ****

2.3 But other encouraging parameters

However, the number of average baby clothes per inhabitant is much higher in France (***) than the European average of *.** in ****, according to the French Ministry of the Economy, Finance and Industry Statista .
In addition, there is a ever-later birthrate for women. The modeintextile website therefore sees it as a greater purchasing ...


3.1 Mainly imported products

It is very complicated to obtain information on textile production for the baby clothing sub-segment In any case, the French textile industry is in any case a major importer . The import/export ratio in value terms is *.** in ****.
Key figures for the textile industry in France in ****

Source: ****

3.2 Distribution marked by the growth of e-commerce

Euromonitor International provides data on market shares of the main children's clothing chains (***) Okaïdi and Kiabi are well ahead of the brands with **.*% and **% of the value market share respectively in ****.

Source: ****
In addition, it should be noted that the growth of the online sale has allowed new players to ...

3.3 Exports ready to explode?

The abolition of the one-child policy in **** makes the China a future dominant market in the children's clothing industry. But already, an article of the Chinessima website estimates the market for young children's clothing at US$** billion in ****. According to the same article, the CEO of the American children's clothing firm ...


4.1 Prices that stagnate on average

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. Thus, Statista publishes a graph showing the evolution of the prices of purchase per unit of baby clothing (***) in France. ...

4.2 Examples of some products

The most popular products for infants are as follows, according to :
Bodies Pyjamas Pants Hauts Outerwear Baby shoes Bibs
Breakdown of sales by product

Source: ****
According to an article of the website, cotton is the most important subject the most used in the world for baby clothes ...

4.3 The world of luxury for babies

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 ...

4.4 The booming second-hand market

In October ****, as reported an article des Échos, Cyrillus, a children's fashion retailer has launched a website for clothing retail brand privately ...called "Second Story by Cyrillus." The brand also launched in November **** a Capsule collection of clothing made from recycled fibres. This example speaks for itself as to the reuse ...


5. 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 ...



The leading groups in the baby clothing market:
Orchestra Sergeant Major (***) Aubert IdKids Around baby
The specialist brands in baby clothing:
The company of the little ones Small Boat Bonpoint Toast and chocolate Babydior
Specialized E-commerce signs:
Kidsdressing Melijoe Patatam

  • Orchestra Prémaman
  • Sergent Major
  • Aubert
  • IdKids
  • Autour de Bébé
  • La compagnie des petits
  • Petit Bateau
  • Bonpoint
  • Tartine & Chocolat
  • Baby Dior
  • Kidsdressing
  • Melijoe
  • Patatam

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chargé d'études économiques, Xerfi

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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Arnaud Walter

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