1.1 Market definition
The children's apparel market refers to all clothing and fashion accessories for children aged 2 to 14.
The global children's apparel market is growing and is much more dynamic than the adult, men's or women's ready-to-wear markets. While the European and American markets dominate the global market, the Asia Pacific region is booming
In France too, the children's clothing market is one of the most buoyant segments of the relatively stable clothing market. The market is structured around large specialized brands, large generalist retailers and a multitude of specialized independent players
The children's clothing market is benefiting from the popularity of online sales and is investing in increasingly efficient delivery and in-store collection services. The sector's specialist brands are also present on the various online distribution platforms. The share of online sales in the children's clothing market is constantly growing. More globally, it is innovation and digital mastery that allow players to differentiate themselves in a very competitive market where parents must be convinced.
Partly due to the pressure on purchasing power as well as the fashion industry's sensitivity to environmental impacts, the second-hand market is showing growing results. In fact, some brands in the children's clothing market are taking advantage of the trend to launch their own resale platforms
The European market is relatively stable
Children's and baby clothing sales trends and forecasts Europe, ****-*****, USD billion Source: ****
The graph above shows us the evolution of European sales value of children's and baby clothing (***), sales had an annual value of $**.** billion. Between **** and ****, the market has a CAGR of -*.**%, and its average value is $**.** ...
1.3 The French market
Sales trends and forecasts for children's and baby clothing France, ****-*****, billion euros Source: ****
The graph above shows the evolution of national sales value of children's and baby clothing (***), sales had an annual value of €*.** billion. Between **** and ****, the market shows a CAGR of -*.**%, and its average value is *.** billion ...
2.1 The impact of the fertility rate on demand
Birth rate in France France, ****-****, in number of births per **** inhabitants Source: ****
The growth dynamics of the French children's apparel market are highly dependent on the annual fertility rate in France. It can be seen that since ****, this rate has been steadily decreasing, as it has gone from **.* births per ...
2.2 The demand for children's ready-to-wear clothing
Demand by gender of the child:
Distribution of the value of sales of children's and baby clothing France, ****, billion euros Source: ****
If we look at the distribution of the value of sales of ready-to-wear for children and babies, we can see that children's ready-to-wear is by far the most important segment ...
2.3 Factors influencing the demand for children's ready-to-wear clothing
The economic situation of households:
The economic situation of French households is significant for the purchase of children's clothing, as greater pressure on purchasing power could cause households to turn to lower-priced products, reduce their frequency of purchase or turn to second-hand products. Demand seems to be evolving in France, as ...
2.4 Les mutations des comportements de consommation sur le marché de l'habillement suite à la crise de la covid-19
Les conséquences de la crise sanitaire ont entraîné une modification des comportements des consommateurs sur le marché de l'habillement.
Forte croissance du e-commerce :
En ****, les ventes en ligne ont bondi de ***% par rapport à l'année ****, année de référence puisqu'avant la crise sanitaire. De plus, nous pouvons ...
3.1 Market organization and distribution networks
The children's clothing market is fragmented, with a multitude of different operators. These include:
specialized players that produce and distribute children's clothing almost exclusively and are generally multi-brand; adult fashion companies that market a children's range; mass retail chains of ready-to-wear clothing for the whole family; food superstores with a clothing ...
3.2 The production of children's clothing
Sales growth of leading children's wear specialists France, ****-*****, % source:
If we look at the turnover of the leading brands in the children's ready-to-wear market in France over the period ****-****, we can see a sharp decline between **** and ****, with a loss of *.*%. However, since ****, the evolution of the turnover is ...
3.3 The development of e-commerce
In order to take advantage of the synergies between websites and physical stores, the leading brands in the children's clothing market are increasingly developing omnichannel solutions aimed at offering a linear and coherent experience between the different sales channels (***). For example, many brands such as Sergent Major or Petit Bateau have ...
4.1 Variable prices for variable quality products
Children's clothing can be grouped into three main categories:
The "top" clothes, used to be worn to school or simply outside. These include heavy pieces such as coats, jackets, blousons; outerwear such as dresses, pants, or jeans; and small pieces, including t-shirts, sweaters, and tracksuits. Shoes, both sport and casual. Some ...
4.2 The downward trend in clothing prices is expected to continue in the coming years
Consumer prices of baby and children's clothing France, ****-****, base *** in **** Source: ****
If we look at the evolution of the consumer price index for baby and children's clothing over the period ****-****, we see that it has been decreasing since ****, signaling a decline in the price of children's ready-to-wear clothing in ...
4.3 Tendances de l'offre
Le développement du e-commerce
Afin de tirer profit des synergies entre sites internet et magasins physiques, les enseignes leaders du marché de l’habillement pour enfants développent de plus en plus des solutions omnicanales visant à proposer une expérience linéaire et cohérente entre les différents canaux ...
5.1 Current regulations
Children's clothing is subject to regulations to ensure the safety of children. They concern the components of children's clothing such as cords and laces, buttons, clasps etc. The standards in force are the following [***] :
NF EN *****: Safety of clothing - cords and drawstrings - specifications ; NF EN *****: Performance levels ...
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