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MARKET OVERVIEW

1.1 Définition and presentation

The children's clothing market refers to all fashion clothing and accessories for children from 3 to 12 years old. 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.

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 compose a thriving sector.

1.2 A fast-growing Global Market

The global children’s clothing market was valued at US$ ***.** billion in **** and is anticipated to grow to US$ ***.** billion by the end of **** equivalent to a CAGR of *.*%. This estimation includes sales of boys’ and girls’ apparel, which represent US$ **.* billion and US$ **.* billion, in ****, respectively, but excludes babies’ and ...

1.3 The US market

According to estimations for ****, the value sales of the American market for children’s clothes was around US$ **.** billion. This estimation includes sales of boy’s and girls’ apparel, which amount to US$ **.* billion and US$ **.* billion, respectively, but excludes babies and toddlers’ clothes sales. Children’s clothing is also prediced ...

DEMAND ANALYSIS

2.1 Demography and income effects

As the market is 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, between **** and ****, the ...

2.2 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 same time ...

2.3 Major trends

Going genderless
The gender-neutral has been gaining ground for a while. Nowadays, with millennials and the generation Z entering parenthood, it seems the time has come to welcome gender-neutral clothes in the children’s market. Indeed, **% of American parents, with children younger than ** years old who have purchased kids’ clothing in ...

2.4 Modèle d'achat des "Millenials"

Nous avons examiné plusieurs caractéristiques de la demande de vêtements pour enfants, et elles sont principalement liées à la nouvelle génération de parents : Les millénaires, génération née dans les années ****-****. Tout d'abord, il est important de souligner que plus d'un million ...

MARKET STRUCTURE

3.1 Distribution

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 number of ...

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 Covid-19 expected impact

The measures of social distancing and lockdowns imposed in the Unites States and other countries have also impacted the children’s clothing market. In other words, parents were not able to leave their houses and go shopping for their kids, thus leading them to rely only on e-business. This extraordinary shift ...

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 Market shares

Euromonitor provides data on market shares of the main children's clothing companies (***), and they are disposed in the graph below.
Companies' shares of childrenswear retail value US, **** Euromonitor
Carter’s and Gap are ahead of the companies with **% and *% of the value market share respectively in ****. The existing key market players ...

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 ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Carter's
  • GAP
  • Walmart
  • Nike
  • The Children's place
  • Target
  • Gymboree
  • Benetton

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Market Research Analyst @Businesscoot

Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

Alexia Vacheron

Emil Ohlsson

Emil Ohlsson

Anna Oeser

Anna Oeser

Gabriel Salvitti

Gabriel Salvitti