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- Number of pages : 30 pages
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- Last update : 04/05/2023
Summary and extracts
1 Market overview
1.1 Definition and presentation
Children's apparel targets an audience ranging from children over 3 years old to teenagers. The market research presented below focuses on children's apparel, excluding the children's footwear and baby clothing segments.
Globally, the children's apparel market is driven by three countries (United States, China and India), which account for 45% of the total. Europe has only 20% of the total market, with a declining birth rate.
In Spain, the children's apparel market faces several headwinds. On the one hand, the birth rate (1.24 in 2019) and the declining number of births (341,315 in 2020) reduce the number of potential consumers. With a declining cohort of young people and a general aging of the population, the market is structurally facing fewer consumers. In addition, the emergence of covid-19 has led to a 12.5% drop in sales in 2021, due to the health closure of retailers, but also to the sharp drop in Hispanic GDP and uncertainties inviting Spanish households to adopt a wait-and-see attitude. On the positive side, the reduction in the number of children has been accompanied by an increase in spending per child.
However, the recovery of the economy is very dynamic and the children's clothing producing regions (Madrid, Catalonia, Andalusia, Valencia, etc.) are experiencing positive export sales dynamics, especially to the United States.
1.2 The world market
The global children's apparel market size was $***.* billion in ****. According to Fact.MR estimates, the sector is expected to reach $***.* billion by ****, an increase of *.*% from ****. Thereafter, the market is expected to continue to grow at a CAGR of *.*% to reach $***.* billion in **** and $*** billion in ****. Therefore, the market is expected ...
1.3 The domestic market
The classification of products carried out by the INE, allows us to highlight two economic activities related to children's clothing
CNAE Code ***; includes the creation of all clothing. Therefore, this activity includes clothing for adults and children. CNAE Code **** ; includes the manufacture of clothing for babies, sportswear, swimsuits, hats and caps, ...
2 Demand analysis
2.1 Demographics in Spain
Between **** and ****, there was an increasing trend in the average age at childbearing in Spain, from **.** years in **** to **.** years in ****. In parallel, the number of children per woman experienced certain fluctuations throughout the decade, but generally showed a decline. In ****, the fertility rate was *.** children per woman, while in ****, this ...
2.2 Household spending on child rearing
An increase in the cost of raising a child in Spain was observed between **** and ****. Indeed, if raising a child in **** cost on average *** euros in ****, the figure reached **% more in **** with an estimated cost at *** euros.
Thus the average expenditure per month to raise a child in Spain in **** varies ...
2.3 Fashion buying trends
As for the fashion sector, we note first of all that between price and quality, price is the criterion favored by consumers with **%. Quality is therefore the main criterion in this dilemma for **% of Spaniards.
Price or quality ? Spain, ****, % Source: ****
Also, it is perceived that other criteria concern the Spaniards in ...
2.4 The impact of inflation
If in March **** we can see a slowdown in inflation (***) posed consumption problems for Spaniards. A survey conducted by PWC, which can be seen in the graph below, shows that in ****, **% of Spaniards were thinking of reducing their fashion consumption due to inflation.
Percentage of Spaniards who plan to reduce their ...
3 Market structure
3.1 Market value chain
3.2 Production
The classification of products carried out by the INE, allows us to highlight two economic activities related to children's clothing
CNAE Code ***; includes the creation of all clothing. Therefore, this activity includes clothes for adults and children. CNAE code **** ; includes the creation of clothing for babies, sportswear, swimsuits, hats and caps, ...
3.3 Distribution
in terms of distribution, it can be seen that the physical channel continues to dominate sales with **.*% of sales. The online channel therefore represents **.*% of sales.
Distribution by channel of clothing sales in Spain Spain, ****, % Source: ****
As for the market shares of the different fashion retailers in Spain, some developments stand ...
4 Offer analysis
4.1 typology of the offer
Children's clothing can be grouped into three main categories:
Upper garments, which are worn to school or simply for going outdoors. They include heavy pieces, such as coats, jackets, smocks; undergarments, such as dresses, pants or jeans; and small pieces, such as T-shirts, sweaters and tracksuits. Footwear, both sporty and casual. ...
4.2 Prices
The graph below shows a great instability of consumer prices for baby and children's clothing in Spain. This instability is mainly due to the fact that the clothing market has two major sales periods starting in January and July of each year, thus creating a gap of ** index points between the ...
4.3 An offer between Fast Fashion and the need to offer more durable products in a circular economy
Fashion and Fast Fashion : Fast fashion is a business model in the fashion industry based on producing clothes on a large scale, at very low prices and with a very fast turnover of collections. In Spain, as in other countries, "fast fashion" has experienced a boom in recent decades, thanks to ...
5 Regulation
5.1 Legislation
Rebates; if they are optional in Spain, the following rules may apply:
Dates: Sales in Spain have two periods established by law: the winter sales period, which runs from January * to March *, and the summer sales period, which runs from July * to August **. In addition, there are the so-called "seasonal sales", ...
6 Stakeholder positioning
6.1 Segmentation
- Inditex groupe (Zara)
- Inditex groupe (Zara)
- H&M Groupe
- Nike
- Adidas
- LVMH Groupe
- Artsana Groupe (Chicco)
List of charts
- Global children's clothing market
- Evolución de la facturación del mercado de las prendas de vestir y de las prendas de bebé
- Facturación del mercado de la Ropa Infantil y bebé en España
- Cuotas de mercado del subsegmento ropa infantil y bebé en España
- Repartición por sexo de la población española de 0 a 16 años.
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Latest news
Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023
- H&M posted annual sales up 6% to 21 billion euros
- Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
- British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
- Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
- H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.
Adidas still going strong despite the Kanye West scandal. - 20/11/2023
- Adidas had a colossal stock of Yeezy sneakers, estimated at over a billion euros.
- Yeezy sneaker sales accounted for 7% of Adidas sales.
- Adidas organized two massive destocking operations, generating 400 million euros in the first online sale and almost the same amount in the second.
- Resale prices for Yeezy sneakers vary between 100 and 300 euros.
Five things you need to know about Inditex, the owner of Zara stores - 17/09/2023
- Founded sixty years ago, the group is now the third-largest in the sector in terms of value (after Dior and Nike),
- Present in 94 countries by the end of 2022, with over 160,000 employees
- Inditex flagship Zara. The brand operates 1,878 points of sale by the end of April 2023.
- In France, the brand has 113 stores.
- Since 2020, the Inditex group has been closing less profitable stores.
- In the United States, the brand is on a roll: a total of 35 stores are scheduled to open in 2023, making it the second-largest market after Spain.
- Zara and Inditex have played a major role in the creation of the "fast fashion" concept.
- Today, the group comprises seven brands: Zara (clothing and home furnishings with Zara Home), Pull & Bear, Bershka, Stradivarius, Oysho (underwear, swimwear and sportswear) and Massimo Dutti in the high-end segment.
- The total number of stores is 5,800.
- In 2020, with the Covid pandemic, online sales soared by 77% for the group as a whole, representing a third of the total.
- Most garments are produced in Spain, Portugal, Morocco or Turkey, while competitors continue to produce largely in Asia.
Bershka, Pull&Bear, Stradivarius: the recipes behind Inditex's phenomenal success with teenagers - 14/09/2023
- The Inditex Group, which owns Bershka, Zara, Stradivarius, Pull and Bear, Oysho and Massimo Dutti, has forecast net earnings of €2.51 billion for 2023
- Bershka, P&B and Stradivarius account for just 20% of group sales, while Zara accounts for over 70% of total sales.
- All brands reported year-on-year sales growth
- Bershka saw its sales increase by 12.3% this year
- Chinese competitor SheIn achieved estimated sales of $30 billion in 2022, almost as much as all Inditex banners combined in the same year (32 billion euros).
- Bershka, Stradivarius and Pull&Bear have stores in Europe.
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