the baby clothing market
United States


1.1 Definition and presentation

The market for baby clothing includes clothing and accessories for children from 0 to 3 years old. The sector is therefore a sub-segment of the apparel market, referring to a specific age group and consequently target consumer.

In the past, children's clothing was very different, influenced only by age and not by gender. Therefore, until the XX century, all children, regardless of whether male or female, wore actual dresses, considered suitable for their age. In fact, it was only around the first half of the twentieth century that distinctions between the two sexes were introduced into the common mentality based on the color of the clothes. At that time, however, the majority of children's clothes were knitted, as they were less expensive than industrial clothes. In the last century baby fashion has therefore been progressively changing, shifting the mentality of the past, today in fact, a handmade garment is considered a piece of luxury.

The global children's fashion market is experiencing a prosperous period thanks mainly to a growing interest in branded clothing and a positive evolution of disposable income. Historically dominated by a few US based brands, the market for baby apparel is gradually changing outlook, giving space to newcomers to enter, due to the impact of online retailing and the continuous change in the sensitivity and lifestyle of the new generation of parents.


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