The baby clothing market - Italy

INFORMATION ON THE STUDY

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Last update: 24/03/2021
Language: EN
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Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of study

The baby clothing market represents a slice of the children clothing market, and it refers to infants aged 0 to 36 months. The children clothing market is a sub segment of the greater apparel market, and it includes clothing for kids aged 0-14.

The global market size for baby apparel is expected to grow steadily in the next 5 years, driven especially by changing consumer behaviours and preferences towards branded products, innovative product lines and sustainable materials.

In Italy the greater children market has experienced a stable growth in recent years with a value sales increase of +4%. An important driver is represented by the exports. Italy, in fact, is renewed for its manufacturing, and the incidence of foreign sales has increased in 2019 to over 41% of the total market value. Nevertheless, the production value has slowly decreased in the timespan 2015-2019.

The baby clothing market is composed of all players involved in the value chain from the production to the distribution of apparel for this specific customer target. The Italian baby market represents a small percentage (14.4%) of the clothing industry, and it is directly linked to the birth rates, which have been sharply declining in recent years. The composition of the Italian population therefore plays a big role in shaping the dynamics of the sub-segment. An additional influencing variable is represented by the brand. In fact, within childrenswear, baby apparel in Italy is highly driven by known labels which can become a synonym for quality and safety, extremely important for consumers at that stage of life. The year 2020-2021 has and will see an immediate impact of the COVID-19 to the market performance, although long term growth prospects are expected guided by an increasing incidence of e-commerce, a growing number of retail specialists and a lower price sensitivity.