Content of the study:
The baby clothing market - United States

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1.1 Definition and presentation

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

To be more specific, the baby and young children's apparel market includes apparel products for ages zero to 10, and is divided into the zero to two-year-old baby market, the three- to four-year-old toddler market, and the five- to 10- year-old kids market. Within the scope of this study, we will focus mainly on the first segment, sometimes including the second one.

Although it is a sub-segment of the apparel sector, the baby apparel segment is expected to grow significantly faster than women's and men's clothing. The global market has benefited from a CAGR of 8.76% between 2016 and 2021 while the U.S. market grew by 2.65% over the period between 2014 and 2019.

Several new trends are emerging in the baby apparel market, mainly due to a new generation of parents. Today, millennials represent 50% of parents in the United States and will thus influence the market in the short and medium term. This market is characterized by a highly competitive environment, where no company has a market share of more than 12%. Moreover, there are several factors which shape the demand and thus the offer dynamics in the sector. 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: ****

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. Most ...


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

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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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