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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.

1.2 A fast-growing Global Market

The global market for childrenswear is projected to reach $*** billion by ****. The five-year growth of **% in childrenswear outpaces growth in overall apparel, projected at **% from ****-****. Markets in Asia will see the largest growth, as parents purchase fashionable clothing for their children. In addition to these in-store experiences, online tools allow ...

1.3 The US market

 The annual aggregate expenditures of US citizens on apparel for children between * and ** has been growing at a CAGR of *.**% between **** and ****, even though, over the same period, there have been some fluctuations, with the peak year being **** when aggregate expenditures on these items were equal to **.* billion USD [***].

Annual aggregate ...

1.4 Imports and Exports

In order to analyze the trade balance and the main trade partners of the US for what concerns children apparel, we used the HS Commodity Code ****: garments and clothing accessories, babies', knitted or crocheted. 

Imports, Exports and Coverage Rate for HS code **** USA, ****-****, in billion USD and % Source: ****

As it ...

1.5 COVID-19 Impact

The measures of social distancing and lockdowns imposed in the Unites States and other countries have also impacted the children’s clothing market.

A report from the  Brookings Institute suggests the pandemic will likely lead to a “large, lasting baby bust.” Paired with an economic recession, the public policy organization predicts ...

2 Demand Analysis

2.1 Consumer Profile

According to Mat Bodimeade’s article on the children’s wear market. The average family spends $***.** on children’s clothing every year. Interestingly, the average spend on girls is $***.**, and on boys is $**.**. Households with an income under $**,*** spend an average of $**.** on boys’ clothes and $**.** on girls’ clothes, while households ...

2.3 Demand Drivers

As the market for childrenswear has been historically affected by demographic features, it becomes essential to analyze some characteristics of the American population. For instance, the graph below shows that the birth rate in the United States has been declining for the last ** years. However, it is important to highlight that, ...

2.3 Major Trends

Social Media

As mentioned before, children’s clothing has transitioned towards more trend-driven products, which make parents go shopping more often. Additionally, we have a new generation of parents, characterized by intense use of technology and social media, which encourage them to share photos of their children’s clothing, at the ...

2.4 Buying Patterns of the Millennials

We looked at several characteristics of the demand for children's clothing, and they are primarily related to the new generation of parents: Millennials, the generation born in the ****s-****s. First, it's important to note that more than * million Millennial women become new mothers each year in the U.S., generating ...

3 Market structure

3.1 Distribution Channels

Distribution Channels

There is a clear dominance of the offline distribution channel in the market. Less than **% of the distribution of children’s clothes takes place through online channels. The offline distribution channel is further divided in supermarkets, chain stores, specialty stores and department stores. It is fueled by the increasing ...

3.2 Value Chain

3.3 The rental services turning point

Although several American parents do not want to spend much on clothing for their growing children, around **% of them claimed they want their children’s clothing to be stylish and trendy. As an alternative, they wish their kids could try out the latest trends for a lower cost.

In these circumstances, ...

3.4 Competition and Revenues of the Main Players

The baby and young children's apparel and accessories market is highly competitive. Competition is generally based on a variety of factors, including comfort and fit, quality, pricing, experience, and selection. Both branded and private label manufacturers as well as specialty apparel retailers aggressively compete in the baby and young children's apparel ...

4 Analysis of the offer

4.1 Supply trends and decisive factors

Products, fabrics and prices

In the United States, girls’ clothing makes up for **% of the total children’s clothing sector. Whereas boys’ clothing sales account for nearly **%. Among products sold from websites of some popular clothing brands (***), while boys have *.* thousand. The graphs below divide the distribution of products between the ...

4.2 Pricing

The table below indicates a simplified price range for each type of clothing:

Source: ****

It is also possible to make a comparison between brands according to the prices exposed in their e-business platforms. As we notice below, Children’s Place, H&M and Old Navy have the lowest average, while Lacoste, ...

4.3 Offer Trends

Luxury for kids

Since ****, there has been a boom for the children's luxury clothing market. There are several reasons why, such as the increasing disposable income of American households, the changing lifestyles of some parents towards trendy children’s clothes or the increasing concern for the optimum comfort and safety for ...

5 Regulation

5.1 Regulatory framework for children’s clothing

Consumer Product Safety Improvement Act (***)

All children’s products in the United States, including children’s clothing, are subject to the CPSIA regulation. A children product is defined by the US Consumer Product Safety Commission as any “consumer products designed or intended primarily for children ** years of age or younger”. The ...

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 presented in this market study

  • 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
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Latest news

Benetton Group sanctioned by privacy watchdog - 22/08/2023
  1. Amount of sanction: Benetton Group was fined 240 thousand euros.
  2. Date of Garante inspection resolution: The inspections were scheduled by the Garante in Resolution No. 42 of February 14, 2019.
  3. 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.
  4. 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.
  5. Date of first dispute: The first dispute dates back to September 29, 2021.
  6. 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**.
  7. 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. :

The Children's place
Tea Collection
Hanna Andersson
Janie and Jack
OshKosh B'gosh

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