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Summary and extracts

1 Market Overview

1.1 definition and presentation

The children's clothing market refers to all fashion clothing and accessories for children aged 0 to 14 years. The children's clothing market is growing rapidly and is considered more dynamic than adult clothing.

The United States dominates the global market, accounting for 27 percent, while China is the fastest growing country. In Europe, Germany accounts for the largest share of the market. Several new trends are noted in the market, especially as a result of a new generation of millennial parents, who are now responsible for about 50 percent of children.

In Italy, The market is structured around large specialized brands, large generalist retailers and several independent specialized players. We also find many international brands in the market, but also large tricolor brands with commercial operations around the world, such as Benetton or Chicco.

There are several factors influencing the market. These include the declining birth rate, the high level of loyalty of new parents, and the growing demand for sustainable products. In addition, parents are paying more and more attention to the quality and design of their children's clothing, thus pushing market players to adapt to this type of demand. Another important criterion is the durability of garments.

The market is experiencing a period of digitization and growth in the sustainability of materials and production processes. In fact, market players are increasingly offering items made from recycled materials and doing so using digital channels, the use of which by consumers is growing rapidly, gaining several percentage points each year.

1.2 The global market

The global children's clothing market is showing dynamic and significant growth. In ****, the global children's clothing market is valued at $***.** billion and is expected to grow to $***.** billion by ****, with a compound annual growth rate (***) of *.** percent during the forecast period.

Children's Clothing Market World, ****-****, in billions of dollars ...

1.3 The Italian Market

Between **** and ****, the total turnover of the Italian Junior fashion industry (***), and in **** the value of turnover is higher than in ****.

Total fashion industry turnover Junionr (***) Italy, ****-****, in billion euros PittiImmagine

In contrast to total turnover, the value of production of the Junior fashion industry between **** and **** appears to be ...

1.4 Import - Export

Between **** and ****, the economic value of trade flows related to children's clothing items in Italy are growing. During the period analyzed, the total value of exports increased from *.** billion euros to *.** billion euros, marking a growth of **.* percent. The value of imports is also growing strongly: between **** and **** these grew by ...

1.5 The consequences of the Russian-Ukrainian conflict

the outbreak of the Russian-Ukrainian conflict in February **** resulted in, among other things, a general increase in consumer prices. The segment related to children's clothing is not exempt from this increase. Between January **** and January ****, the consumer price index for baby and children's clothing increased by *.* points, representing a *.* percent increase ...

2 Demand analysis

2.1 Demand characteristics

for the analysis of the demand for children's clothing in Italy, the trend of the average monthly expenditure for the purchase of these products, the evolution of the population *-** years old, and the number of children per couple are analyzed.

Regarding the average monthly household expenditure on the purchase of ...

2.2 Question Drivers

The clothing market, and therefore also the children's clothing market, are known to be historically influenced by demographic characteristics. It therefore becomes essential to analyze some characteristics of the Italian population to better understand the dynamics of demand in this market.

First among all the so-called "drivers" of demand for children's ...

2.3 Geographical distribution of demand

In order to visualize the geographic distribution of the demand for children's clothing in Italy, two maps were created: the first shows the geographic distribution of the population *-** years old while the second highlights the average monthly household spending on children's clothing in each Italian macro-region.

Regarding the geographic distribution ...

2.4 New demand trends: sustainability and recycling

The growing interest in sustainable children's clothing is a significant part of a broader movement toward sustainability in various sectors, including fashion. This shift reflects an increased awareness of and concern for the environmental and social impacts of our consumer choices. In the context of children's clothing, sustainability is not only ...

3 Market structure

3.1 Market structure and dynamics

For the analysis of the structure of the children's clothing market in Italy, enterprises under Ateco Codes ** "Manufacture of articles of clothing, manufacture of leather and fur articles" and **.** "Retail sale of articles of clothing in specialized establishments" are analyzed. In particular, the number of active enterprises in the two sectors ...

3.2 The value chain

3.3 The main actors

The following is a list of the major players, divided into chains and specialty stores, in the Italian children's clothing market:

Major Chains

Zara (***) : a world-renowned brand born in Spain in ****, is renowned for its ability to offer fast and trendy fashion. In Italy, as of ****, Zara operates more than *** stores, ...

3.4 The distribution

the distribution channels involved in the children's clothing market are multiple and mimic the market structure defined in the previous paragraph. As already anticipated, in Italy, chain stores such as Zara, H&M, OVS and others are extremely popular with parents because of the fairly good value for money they offer. ...

4 Supply analysis

4.1 Type of Offering

Clothing for children between the ages of * and ** varies widely in terms of styles, types, and materials used. The following is an overview of the different types of items and corresponding materials:

When it comes to materials, cotton is the most common and preferred for children's clothing. it is soft, breathable ...

4.2 The prices

Price ranges for some types of children's clothing items are proposed below. In particular, the prices of * major players in the Italian market are analyzed:





4.3 New supply trends

Sustainable approaches in the children's clothing industry are becoming increasingly important, especially in the context of fabric dyeing and finishing techniques. Traditional dyeing and finishing practices in the textile industry have long been criticized for their negative impact on the environment, due to intensive use of chemicals, high water and energy ...

5 Regulations

5.1 Regulations on the safety of children's clothing

As with any product intended for children, more or less young, at both the national and European levels there are a number of regulations for the safety and certification of the latter in the production and trade of children's clothing. Some of the main laws and regulations are:

EU: Technical Report ...

6 Positioning of players

6.1 Segmentation

  • Zara (Itx Italia s.r.l)
  • OVS s.p.a
  • Benetton Group s.r.l
  • H&M (H&M Hennes & Mauritz s.r.l)
  • Original Marines s.p.a
  • Simonetta s.p.a
  • Miniconf s.p.a
  • Monnalisa s.p.a
  • Ellepi s.p.a

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Latest news

Miniconf grows 23% and advances business transition - 03/04/2024
  • Anniversary and Corporate Evolution Miniconf:
    • Miniconf celebrates 50 years in business.
    • Until three years ago, it was run with a typical family business model.
  • Introduction of a new business model and co-general management.
    • Basagni (the founder) remains president and chief executive officer (CEO).
    • Leonardo Basagni heads the General Resources Department (administration, finance, human resources and IT).
    • Marco Perin, formerly of Max Mara, is in charge of General Business Management (sales, marketing, merchandising, design and operations).
    • Cristina Finocchietti was recently added as the new product manager.
  • Financial Performance 2022:
    • Turnover 2022: Over 70 million euros.
    • Revenue growth 2022 over 2021: 23%.
    • Growth over 2019 pre-pandemic results: 9%.
  • Strategies and Prospects for 2023:
    • Forecast uncertainty for 2023 due to global factors such as war, inflation, and issues in transportation and supply.
    • Focus on flexible management mode, "navigating by sight."
  • Retail Expansion and Events:
    • Retail expansion with new openings in Sicily.
    • Foreign development planning.
    • Organizing 50th anniversary events both at Pitti Bimbo in June and at the company's headquarters on Sept. 22.
  • Collections and Product Innovations:
    • Presentation of the Fall/Winter 2023-24 collections for the Sarabanda, Minibanda, and iDO brands in addition to the kidswear licenses of Ducati and Superga at Pitti Bimbo 96.
    • Varied proposals focused on the "back to school" theme and No Gender collections by Superga Kidswear.
    • Ducati Kidswear stands out with sweatshirts and t-shirts with historical graphics, as well as a Newborn collection.
Ovs-Goldenpoint, binding agreement signed. Option to rise to 100 percent by 2029 - 02/04/2024
  • Goldenpoint SPA: Revenues: 100 million euros.
  • First Investment from OVS in Goldenpoint:
    • Total investment: 3 million euros.
    • Purpose: Subscription of a convertible bond and acquisition of 3% of Goldenpoint's share capital.
  • Plan for acquisition by OVS:
    • Multiphase up to full control.
    • By July 31, 2025: OVS has the option to acquire 51% of the capital.
    • From August 1, 2026 to July 31, 2029: Option to acquire the remaining 49% of the share capital.
    • Valuation: Based on a multiple of Ebitda minus net financial position.
  • Targets for Goldenpoint:
    • Growth in revenue and Ebitda.
    • Investment in the network of stores (currently 380).
  • OVS financial data:
    • Sales increase: 1.4% on a like-for-like basis in 2023.
    • Adjusted EBITDA in 2023: slight increase from 180.2 million in 2022.
Benetton, Revo holding company is born. - 02/04/2024
  • Creation of Revo: a company formed by Regia, Evoluzione 4 and Evoluzione 11, with a dual focus on financial investment and real estate management, typical of Italian family holding companies.
  • Shareholders of Rilievo: Sabrina Benetton and Ermanno Boffa, Daniela and Carlo Bertagnin Benetton, who hold 50 percent and equal shares of 25 percent, respectively, through Evoluzione's holding companies.
  • Roles of Ermanno Boffa: listed as chairman and CEO of Revo, as well as CEO of Regia and member of the board of Edizione representing the Gilberto Benetton branch.
  • Representation on the Edizione Board: Carlo represents his mother and sisters on the Edizione board, highlighting the family division in the management of equity investments.
  • Benetton Family Wealth and Investments: since 1981, the Benetton family has led a financial empire ranging from infrastructure (Mundys) to restaurant-duty free (Avolta), apparel (Benetton), telecommunications (Cellnex), holdings in Generali and Mediobanca to real estate investments (Edizione Property) and farmland (Maccarese).
  • Generational Transition: in 2021, Giuliana Benetton structured the transition of assets to the second generation, establishing the basis for an orderly distribution of holdings through the creation of the Evoluzione safes.
  • Activities in the Real Estate Sector: in addition to Revo, various branches of the family are active in real estate investments and hotel coworking spaces through specific companies such as Ricerca 12.
H&M soars on Stockholm Stock Exchange after better-than-expected quarterly report - 27/03/2024
  • Operating income: 2.08 billion kronor (~181.4 million euros), up from 725 million in the previous year, higher than the expected average of 1.43 billion kronor.
  • Sales: halved by 2% to 53.7 billion kronor, while a larger decline was expected.
  • At the beginning of the second quarter (March 1 to March 25), revenues increased by 2 percent.
  • Gross margin: rose to 51.5 percent from 47.2 percent a year earlier.
  • Net income: increased to 1.2 billion kronor from 540 million.
  • Earnings per share: 0.75 kronor per share, up from 0.33 kronor.
  • In addition, the following strategic actions are planned for the current year:
    • Renovation of about 250 stores, including those in New York, Berlin, London and Stockholm, with a "significant increase" from the previous year.
    • Opening about 100 new stores, mainly in growth markets.
    • Closure of 160 stores in more established markets.
  • Future goals and strategies:
    • Aim to achieve a 10% operating margin for the current year.
    • Improve customer offerings, their store experience, and the supply chain to increase sales.
  • Analyst evaluations:
      • Bernstein believes H&M's performance was better than expected but is skeptical about achieving the Ebit margin target of 10 percent for 2024.
      • Jefferies confirmed a "neutral" rating with a price target of 150 kroner.
      • Deutsche Bank maintained a pessimistic rating with a target price of 140 kroner.
Zara empire grinds out profits of more than €5 billion with Marta Ortega at the helm - 14/03/2024
  • Financial results 2023: Inditex surpassed 5 billion euros in net profits, up 30 percent from the previous year.
  • Revenue growth: The company's total sales approached 36 billion euros.
  • Increase in online purchases: Online purchases grew by 16 percent.
  • Leadership: Marta Ortega, nicknamed "Martita" and also "la doctora" in Spain, has taken a key position in the direction and renewal of the brand, having also climbed the Standard Fashion Power ranking as the most influential person in the fashion world.
  • Branding initiatives: Under the leadership of Marta Ortega, Inditex presented Zara's collections at Paris Fashion Week and New York fashion shows, flanking the promotion with famous photographers and testimonials.
  • Brand extension: The new Zara Hair product line was launched, adding to the Zara Home cosmetic and home lines.
  • Challenges and criticism: Despite its success, the company had to withdraw an advertising campaign, "The Jaket," due to the controversy raised.
  • Logistics and distribution: The company maximized operational efficiency through a highly efficient logistics network, keeping 50 percent of production close by (in Spain, Portugal, Morocco, and Turkey).
  • Global presence: Inditex has stores in over 90 countries and an online presence in over 200.
  • Leadership philosophy: Marta Ortega has been humble about her compensation, keeping it modest compared to that of the CEO, Oscar Garcia Maceiras, indicating a focus on business results rather than personal gain.
Inditex stock, owner of the Zara brand, is at an all-time high - 13/03/2024
  • Inditex stock closes higher: +7.7% to €44.26.
  • Sales increase in constant currencies from Feb. 1 to March 11: +11%.
  • Sales increase in the year ending January 2024: +10%, reaching 36 billion euros (about $39 billion).
  • Expansion in the United States with the opening of Zara stores in Los Angeles, Las Vegas, and Cambridge, Massachusetts, as well as the first Massimo Dutti store in Miami.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Zara (Itx Italia s.r.l)
OVS s.p.a
Benetton Group s.r.l
H&M (H&M Hennes & Mauritz s.r.l)
Original Marines s.p.a
Simonetta s.p.a
Miniconf s.p.a
Monnalisa s.p.a
Ellepi s.p.a

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