Summary

As of the latest available information, the global childrenswear market is undergoing significant growth, with a projection to reach $239 billion by 2023, outpacing overall apparel growth. The fastest-growing segment within this market is online distribution, which offers a wider range of products and convenience for shoppers, despite offline channels currently dominating the space. Major trends include the rising influence of social media in driving trend-conscious consumer behavior, particularly amongst millennial parents who constitute half of the parent demographic in the U.S. Additionally, the demand for organic and toxin-free clothing is increasing, coinciding with preferences for environmentally friendly and sustainable products. Innovative supply methods like subscription boxes for children's clothing have emerged as a response to both the desire for new styles and growing ecological awareness. In terms of demographics, while the U.S. sees a decline in birth rates overall, there is an increase among women over 40 due to advancements in fertility technologies, which may contribute to their purchasing power and demand for childrenswear. Despite this nuanced demographic trend, the U.S. remains a key market in the global childrenswear landscape..Title: Dynamics and Trends in the US Childrenswear Market The US childrenswear market has shown remarkable resilience and sustained growth despite the overall declining birth rates observed over the past decade. Looking at the demand-side dynamics, certain key trends have emerged, heavily influenced by demographic traits and changing consumer behavior. As of 2019, the United States ranks sixth globally in the number of births, with between 15 and 20 million babies born, indicating that the American market continues to present opportunities despite the general downward trend in birth rates. One of the main drivers in the market has been the changing lifestyles and the rise of income among American families, particularly those led by women over 40 who are benefiting from advancements in fertility technologies. This subset of the population is more likely to have a higher educational background, stable careers, and subsequently more disposable income to direct towards children's fashion. As these families are also deciding to have children at an older age, they are better positioned financially to invest in higher quality, more expensive childrenswear. Moreover, the demand for childrenswear is being shaped by a generational shift. Millennial parents, constituting roughly 50% of the parents in the US, exhibit distinct shopping behaviors and preferences that are steering the market. This demographic is techno-savvy and highly engaged in the purchasing process; a significant majority utilize their smartphones for product research and are more involved in post-purchase activities such as leaving reviews and interacting with customer service. Furthermore, nearly half of the millennial parents showcase brand loyalty aligned with their social and political values, indicating a preference for brands that are not just style-forward but also resonate with their ethical standpoints. Also notable is the influence of social media and celebrity culture, which has become incredibly persuasive in the childrenswear market. Parents are drawn to current trends and fashion statements, often propagated through social media platforms and influencer marketing, signaling the importance for brands to maintain a robust online presence and align with popular figures in the entertainment industry. Meanwhile, the organic and environmentally friendly product segment has been gaining traction as parents become increasingly aware of the materials used in childrenswear. Concern over the potential harmful effects of certain fabrics has led to a growing interest in toxin-free and organic cotton garments, particularly among younger and more affluent families. In summary, the demand for childrenswear in the US is being driven by demographic changes, a higher focus on quality and fashion trends, and the growing environmental consciousness of parents. Social media savvy millennial parents, who command significant purchasing power, are re.### Key Market Players in the Children's Apparel Industry The children's clothing market boasts a diverse mix of companies, from industry giants to specialty retailers. The competitive landscape is shaped by varying business models, brand recognitions, and approaches to capturing the nuanced demands of the children's apparel sector. In this analysis, we delve into some of the most prominent participants shaping the children's fashion vista. #### Carter's Carter's stands as a beacon in the realm of children's apparel, distinguishing itself as a leading brand specifically focused on outfits for the little ones. Its reputation for quality and an extensive range of products for babies, toddlers, and young children has solidified Carter’s position in the market. The brand's enduring popularity is a testament to its ability to create clothing that resonates with both children’s comfort needs and the aesthetic preferences of parents. #### GAP Steeped in a rich history of casual fashion, GAP has successfully extended its offerings into the children’s clothing segment. Known globally for its classic styles and iconic branding, GAP's children's line exudes the same ethos of relaxed fashion. The retail powerhouse's wide reach and brand credibility allow it to be a staple in many children's wardrobes from early childhood to their teen years. #### Walmart With its colossal footprint, Walmart is not just a leader in general retail but also a significant player in children's apparel. Its strategy of providing affordable clothing options has made it a go-to choice for many families. Walmart's extensive network of stores and strong value proposition makes it a formidable player, offering a wide variety of children's wear under one roof. #### Nike In the world of sports and athletics, Nike’s emblem is synonymous with performance wear, which extends to the children's segment. Nike has carved a niche in children’s sportswear and footwear, capturing the hearts of young athletes and fashion-forward youth alike. By intertwining innovation with style, Nike has maintained a strong presence in children's apparel, particularly appealing to parents seeking quality and durability for their active kids. #### The Children's Place As a specialized brand, The Children's Place holds a special place in the children's apparel market. Dedicated solely to the younger audience, it offers a wide array of trendy and age-appropriate clothes. With an emphasis on meeting the fashion needs for everyday wear, special occasions, and school uniforms, The Children's Place delivers a tailored shopping experience for parents focused on children's fashion. #### Target Target's inclusion of children's apparel as part of its wider retail assortment has tapped into the

the children's clothing market - United States

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Number of pages : 30 pages
Format : Digital and PDF versions
Last update : 15/06/2021

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Summary and extracts

1 Market overview

1.1 Définition and presentation

The children's clothing or apparel market refers to all fashion clothing and accessories for children from 2 to 15 years old (taking as a point of reference the definition given by the US Bureau of Labor Statistics. The children’s clothing market is growing fast and is much more dynamic than the adults’ clothing market. While the European and American market sectors dominate the global market, the Asia-Pacific region is booming.

Also, in the United States, the children's clothing market is one of the most thriving sectors of the clothing market, which remains broadly stable. The market is structured around major specialized brands, large generalist retailers and several independent specialized players. Additionally, the second-hand market shows an increasing dynamism. A few brands in the children's clothing market are taking advantage of this trend to launch their own resale platform or their subscription box for renting apparels.

We notice several new trends for the children’s clothing market, mostly as a result of a new generation of millennial parents. Today, they are responsible for around 50% of children in the US and are likely to dictate the trend in the short and medium run [Census Bureau].

Increasing innovation in apparel design and material is also influencing buying decisions, since parents are paying more and more attention to the quality of fabrics and the variety of products. They are not only focusing on how much comfortable and practical the products are but also on the style in accordance with the latest fashion, which starts to carry weight in buying decisions. Additionally, rising disposable incomes, the increasing working contribution of women, and the growing purchasing power of developing countries’ citizens are other factors which explain the market’s growth. Furthermore, aggressive promotion strategies are spreading online and thus makes e-business flourish.

Against a very competitive backdrop, as no company holds more than 10% of market shares, several factors step in. Among them is the reduction of the American birth rate, the high level of loyalty of new parents and an increasing demand for sustainable products which composes a thriving sector.

2 Demand Analysis

3 Market structure

4 Analysis of the offer

5 Regulation

6 Positioning of the players

6.1 Segmentation

Carter's
Walmart
The Children's place
Target
Gymboree
Benetton
GAP
Tea Collection
Hanna Andersson
Janie and Jack
Boden
OshKosh B'gosh
Appaman

List of charts

Valeur du marché des vêtements pour enfants
[Copy] Overall annual expenditure on clothing for children aged 2 to 15
Intérêt de la recherche pour "vêtements biologiques".
Vêtements pour enfants en vente en ligne par marque
Répartition des types de vêtements pour garçons
[Copy] Distribution of types of clothing for girls
Taux de natalité par année
[Copy] Breakdown of overall spending on clothing for children ages 2-15, by income
[Copy] Demographic breakdown
[Copy] Resident population, by generation
Répartition des dépenses globales moyennes en vêtements pour enfants âgés de 2 à 15 ans, par type de région
Répartition des dépenses globales moyennes en vêtements pour les enfants âgés de 2 à 15 ans, éthnie
Répartition des dépenses globales moyennes en vêtements pour les enfants âgés de 2 à 15 ans, par âge
Balance commerciale
Principaux fournisseurs
Répartition des exportations par principaux pays clients
Prix moyens par marques
[Copy] Turnover of the main pure players in the children's clothing market

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Latest news

Benetton Group sanctioned by privacy watchdog - 22/08/2023

Amount of sanction: Benetton Group was fined 240 thousand euros.
Date of Garante inspection resolution: The inspections were scheduled by the Garante in Resolution No. 42 of February 14, 2019.
Period of the inspections: Between November 5 and 7, 2019, the Special Privacy Unit of the Guardia di Finanza carried out the inspections at Benetton Group S.r.l.
Period of the disputed facts and start of data collection: The facts contested against the Company date back to 2015, concerning the collection and storage of personal data through fidelity cards, including of former customers.
Date of first dispute: The first dispute dates back to September 29, 2021.
Length of data retention period stated by the Company: Contrary to what was stated, that the data retention time would be limited to 2 years, personal data of customers were found dating back to the year **2015**.
Number of customers contacted post disenrollment: The company sent promotional emails to 13 customers after their disenrollment from Loyalty marketing and a marketing communication to 4,259 consumers enrolled in the Loyalty program without consent.

Gap fails to turn its fortunes around - 12/07/2022

The American group that owns Gap, Banana Republic, Athleta and Old Navy announces the resignation of its CEO Sonia Syngal, who arrived in 2020 in the midst of a storm
It has acknowledged that it expects a further decline in sales for the current quarter, of the order of 10%
Last year, the company posted sales of 17 billion euros, with net income of 256 million euros

E-commerce now accounts for 13% of Walmart's sales, with $73 billion. - 18/02/2022

The world's leading retailer posted sales of $572.8 billion in its last fiscal year.
Walmart has decided to double down on its drive, click&collect and delivery business
Sales for the Walmart US division reached $393.2 billion.

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. :

Carter's

Walmart

The Children's place

Target

Gymboree

Benetton

GAP

Tea Collection

Hanna Andersson

Janie and Jack

Boden

OshKosh B'gosh

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