The baby clothing market - United States

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.