1.1 Definition and presentation

Baby clothes refer to day and nightwear, socks, tights and underwear intended for infants (0-1 year) and toddlers (1-3 years). Clothes falling within the scope of this market are usually characterized by a high degree of comfort and safety for the child and are usually produced from cotton, wool or silk. Two types of players are distinguished within this market:

-Garment manufacturers

-Clothing distributors and retailers

The global babywearing market has excellent growth prospects: it is expected to reach a value of $82.5 billion by 2027 growing at a CAGR of 4.2%. The global market is dominated by the North American region, while the most promising growth expectations are in the Asia-Pacific territorial region, thanks to nations such as China and India that are experiencing very high birth rates.

However, the Italian market does not show the same positive trend as the global market. In 2020, the Italian market experienced a very strong slowdown in terms of both exports and imports. With reference to the sales volumes collected between 2019 and 2020, the babywear segment did not report any particular positive trends.

Nevertheless, in terms of distribution analysis, some encouraging data can be highlighted, such as, for example, the improvement of the independent retail segment, which after long periods of decline has begun to show signs of recovery again. Another interesting fact concerns the strong growth of e-commerce as a distribution channel since it recorded very high growth rates in the 2019/2020 season.

Increased concern for the comfort and safety of the child and the higher employment rate of the female population are seen as some of the major market drivers. In addition, there is also an increasing focus on style and elegance with the result that more and more companies are focusing on product innovation, which is seen as a key success factor within this market.

1.2 The Global Market

The global children's clothing market was valued at $**.** billion as early as **** and is expected to reach $**.** billion by the end of ****, with a CAGR of *.* percent. The main drivers of this market are the growing demand for branded clothing among the population, rising global incomes, and the changing lifestyle of ...

1.3 The Italian market

The junior market (***) has an estimated sector turnover in Italy of around * billion euros in ****, a sector that has quickly managed to return to sales values very close to pre-Covid.[***].

There are several segments that make up this market. There is the "baby girl" segment (***), which saw a -**.* percent decrease ...

1.4 Exports and Imports

The data in this section were collected from the United Nations Comtrade database, under commodity code ******** Children, clothing, apparel."

As shown in the graph, Italy is an importing country for Children's Clothing as shown by both the coverage rate and the values reported. The total value of import and export has ...

1.5 Covid effect

The Covid-** pandemic and the restrictions it brought have profoundly changed customers' consumption habits and thus have had a significant impact on most B*C industries.

Several factors have had an impact on the children's clothing industry. First, the decline in birth rates has certainly had an impact on the market: ...

2.1 Characteristics of the Question

The babywearing market is strongly influenced by certain demographic and income characteristics that need to be analyzed in this study.

Among the most important drivers of demand is nativity data. As shown in the graph below, the number of births in Italy has been steadily declining over the years with a ...

2.2 Composition of Demand and Geographic Distribution

The composition of the demand for baby clothes in Italy can be inferred from the composition of Italian families, or rather, the number of children per family. With respect to this, Istat reports that the majority of Italian families have one child (***). Families with four or more children, on the other ...

2.3 New Trends in Demand

Social networks.

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

3.1 Market Structure and Dynamics

The babywearing market does not have large companies that focus their attention exclusively on this particular segment. In fact, most companies focus their attention either also on other segments of the market, usually the entire junior fashion segment (***) or extend their offerings with related products such as various accessories, strollers, maternity ...

3.2 Distribution Channels

The distribution of children's clothing has changed rapidly in recent years: the rise of online sales has allowed new players to emerge, while also enabling faster retail sales for companies. The retail market is now very competitive, with a multitude of players, including a large number of online-only retailers.

The distribution ...

3.3 The new supply trends : the development of used cars and Kids fashion renting

it has been shown that **% more pollutant emissions are produced in a household with children than in a household without children. This is mainly due to consumption habits related to a child's needs that are unsustainable by definition. In fact, a myriad of disposable products such as diapers, wipes and so ...

4.1 Overview of offerings: types and materials

The range of baby products is very wide and specialized; the following list provides an overview of all items and their uses.

Bodysuit

Definitely the most common garment given its practicality of use, it is legless and closes at the crotch with snaps. Thanks to this, it supports the diaper and ...

4.2 Prices

Price is one of the most important factors in choosing baby clothing. There are different price ranges based on the quality of the garments, as shown in the chart below.

The next graph will show the percentage change in average prices in junior fashion over the period **** - ****. We can see ...

5.1 Regulation

Infant clothing is subject to a number of regulations to ensure the safety of infants. These cover various components such as buttons, laces, cords, zippers, etc..

EN *****:**** establishes safety requirements for laces and cords and defines their limits of use, allowable sizes, and permissible finishes. The specifications vary depending on the ...