1.1 Market definition
The children's clothing market refers to all fashion clothing and accessories for children between the ages of 2 and 14.
The global market for children's clothing is growing and much more dynamic than the adult ready-to-wear markets for men and women. While the European and American markets dominate the global market, the Asia-Pacific region is booming
Also in France, the children's clothing market is one of the most buoyant segments of the relatively stable clothing market. The market is structured around major specialized brands, large generalist retailers and a multitude of independent specialized players
The children's apparel market is benefiting from the popularity of online sales and is investing in increasingly efficient in-store delivery and pick-up services. The sector's specialist brands are also present on the various online distribution platforms. The share of online sales in the children's clothing market is growing steadily. More generally, it is innovation and digital expertise that allow the players to differentiate themselves in a very competitive market where parents need to be convinced.
Partly due to pressures on purchasing power as well as the fashion industry's sensitivity to environmental impacts, the second-hand market is showing growing results. In fact, a few brands in the children's clothing market are taking advantage of the trend to launch their own resale platform
Finally, we are seeing a drop in prices in this market, thanks in particular to the success of the sales and promotional periods that punctuate the fashion market, the emergence of Internet specialists with aggressive pricing policies and the positioning strategies of specialist brands.
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