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.
The European market is relatively stable
The graph above shows the evolution of the value of European sales of children's and babies' clothing (***), sales had an annual value of $**.** billion. Between **** and ****, the market shows a CAGR of -*.**%, with an average value of $**.** billion
Forecasts indicate that the growth trend in sales of children's and ...
1.3 The French market
The graph above shows the evolution of the value of domestic sales of children's and babies' clothing (***), sales had an annual value of *.** billion euros. Between **** and ****, the market shows a CAGR of -*.**%, with an average value of €*.** billion. It can thus be seen that, despite the phenomenon of ...
2.1 The impact of the fertility rate on demand
The growth dynamic of the French children's clothing market is extremely dependent on the annual fertility rate in France. Since ****, this rate has been steadily declining, from **.* births per **** women to **.* births per **** women in ****. This dynamic is likely to continue, since an ageing of the French population due to ...
2.2 The demand for children's ready-to-wear clothing
Demand according to the sex of the child:
If we look at the distribution of the value of sales of children's and babies' ready-to-wear, we can see first of all that children's ready-to-wear is by far the most important segment in this market. In ****, total sales of children's ready-to-wear amounted ...
2.3 Factors influencing the demand for children's ready-to-wear clothing
The economic situation of households:
The economic situation of French households plays a major role in the purchase of children's clothing This is because greater pressure on purchasing power could lead households to turn to lower-priced products, reduce their purchasing frequency or turn to second-hand products. L n France, demand seems ...
3.1 Market organization and distribution networks
The market for children's clothing is a fragmented market, with a multitude of different operators. These include:
specialized actors which produce and distribute almost exclusively children's clothing and are generally multi-branded; adult fashion companies who market a children's line; ready-to-wear mass distribution chains for the whole family; food superstores with a ...
3.2 Production of children's clothing
If we look at the turnover of the leading brands on the children's ready-to-wear market in France over the period ****-****, we see a sharp decrease between **** and ****, with a loss of *.*%. However, since ****, the evolution of the turnover is slightly increasing, as its growth has gone from *.*% to *% in the ...
3.3 The development of e-commerce
In order to take advantage of the synergies between websites and physical stores, leading retailers in the children's clothing market are increasingly developing omnichannel solutions aimed at offering a linear and consistent experience across different sales channels (***). For example, many brands such as Sergent Major or Petit Bateau have launched ultra-fast ...
3.4 French textile production
French textile production is globally in deficit in **** This confirms the specialisation of French and European companies in support and distribution activities rather than production. Thus, according to union des Industries Textiles In ****, the import/export ratio in value terms was *.** in France.
The raw materials used to make children's clothing ...
4.1 Variable prices for variable quality products
Children's clothing can be grouped into three main categories:
The clothes on top to be worn on their way to school or simply to go outside. They include heavy pieces such as coats, jackets, jackets; top pieces such as dresses, pants, or jeans; and small pieces, including t-shirts, sweaters, and sweatshirts. ...
4.2 The downward trend in clothing prices is expected to continue in the coming years
If we look at the evolution of the consumer price index for baby and children's clothing over the ****-**** period, we can see that it has been decreasing since ****, marking a drop in children's ready-to-wear prices in France over the last few years
The decline in prices of children's clothing ...
5.1 Current regulations
Children's clothing is subject to regulations allowing to keep children safe . They relate to the components of children's clothing such as cords and laces, buttons, fasteners etc.. The standards in force are as follows [***] :
NF EN ***** : Clothing safety - cords and drawstrings - specifications ; NF EN ***** : performance levels and ...
6.1 Segmentation of companies in the market
- Zara (Inditex groupe)
- Sergent Major
- Petit Bateau
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