The children's clothing market - United States

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.