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1.1 Definition and presentation

The baby clothing market is most often for children's clothing from 0 to 36 months or up to 85 centimeters high. This market is generally considered to be a segment of the market for children's clothing (0-16 years) or accessories, in the same way as gloves or caps. It is therefore a sub-segment of the clothing market in general, but does not follow the same market dynamics

Although it is a sub-segment of the apparel sector, the baby clothing segment is expected to grow significantly faster than women's and men's clothing. The global market has benefited from a TCAM of 6.7% between 2014 and 2019 while the U.S. market grew by 2.5% over the same period.

Several new trends are emerging in the baby clothing market, mainly due to a new generation of parents thousands of years old. Today, millenials represent 50% of parents in the United States and will influence the market in the short and medium term. In a highly competitive environment, where no company has a market share of more than 10%; and Several factors come into play. These factors include the declining U.S. birth rate, a high level of loyalty from new parents, and a growing demand for sustainable products

1.2 The booming global market

The global market for baby clothing was valued at $**.** billion in **** and is expected to reach $**.** billion 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 change in ...

1.3 A promising market in the United States

The value of sales in the US baby and toddler clothing market has been growing steadily over the period ****-**** (***)
Sales of clothing for babies and toddlers United States, ****-****, billions of dollars Source Euromonitor  

The American market is characterized by the presence of several actors of the distribution, who are ...

1.4 The covid effect

Social distancing measures have pushed parents to buy clothes online. This shift from physical sales to e-commerce has put some players, having difficulty managing the closure of physical stores, in difficulty. However, this is encouraging players in the sector to invest not only in warehouses, but also in better online platforms ...


2.1 Demographics and income effects

As a market historically affected by demographic characteristics, it becomes essential to analyse certain characteristics of the US population. For example, it is clear from the graph below that the birth rate in the United States has been declining over the last ten years. However, it is important to note that ...

2.2 The different trends influencing purchasing

Social networks
The purchase of baby clothes is strongly influenced by fashion effects, which pushes parents to buy clothes more frequently. In addition, the new generation of parents is characterized by an intensive use of social networks. Companies have identified this trend as an opportunity, investing heavily in social networks that ...

2.3 Purchasing habits over the millennia

The demand for baby clothing is very much influenced by the buying habits of the new generation of parents. Given that one million Generation Y women give birth to children each year in the United States (***) and has a higher average disposable income, which certainly affects their level of consumption.
In ...


3.1 Distribution

As can be seen below, there is a clear domination of the physical distribution (***), fuelled by an increasing allocation of space dedicated to children's clothing in supermarkets and department stores
Baby clothing distribution channels World, ****, % of

Despite the obvious dominance of the physical channel, online distribution is expected to grow faster ...

3.2 Value chain

3.3 The emergence of rental

Subscriptions to boxes are becoming more and more frequent. Parents can choose between monthly rental of a set of baby clothes at a fixed price or monthly rental of individual items at a fixed price. This trend stems from the short use of an item as well as the growing awareness ...


4.1 Products, materials and prices

The most popular products for infants are the following: - the bodies - pajamas - pants - peaks - outerwear - baby shoes - the bibs
Cotton is the world's most widely used fabric for baby's clothing, as it is non-irritating to the skin, yet insulating and absorbent. In fact, **% of ...

4.2 Luxury and second-hand products

Since ****, the market for luxury children's clothing has been booming. Social networks also have a role to play, with the children of stars serving as an influence and dictating fashion in the children's clothing segment. One example is the son of Prince William and Kate Middleton, whose white diaper that ...

4.3 Market share

Market shares of children's clothing companies United States, ****, % of sales Source Euromonitor
Carter's and Gap are ahead of the rest of the industry with **% and *% of the market share in value terms in ****, respectively. Today's major market players are focusing on expanding their product portfolios to include baby and children's clothing. ...


5.1 Regulations

The Consumer Product Safety Improvement Act (***)
All children's products in the United States, including children's clothing, are subject to CPSIA regulations. A children's product is defined by the U.S. Consumer Product Safety Commission as any "consumer product designed or intended primarily for children ** years of age or younger". The law ...


6.1 Positioning of the players

  • Carter's
  • GAP
  • Walmart
  • Nike
  • The Children's place
  • Target
  • Gymboree
  • Benetton

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chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

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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Amaury de Balincourt

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Pierrick Cudonnec

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Maelle Vitry

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Héloise Fruchard

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Imane Essadiq

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Jules Decour

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Alexia Vacheron

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Anna Oeser

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Gabriel Salvitti

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