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Childrenswear in
Argentina

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Devaluation of the exchange rate minimises purchases abroad

During 2016 and 2017, a large number of Argentinians travelled to Santiago de Chile and to Miami, tempted by an exchange rate that favoured foreign purchases. The Argentinians not only took advantage of the low prices but also liked the possibility of buying brands that are not in the country like Forever 21, Carter's or Osh Kosh.

Childrenswear is not immune to the economic context

The year 2018 was marked by a deep economic crisis and a strong contraction of volume sales of which childrenswear was no exception. Despite the fact that childrenswear has a high emotional component and because of the falling purchasing power, before buying clothes for their children, consumers prefer to cut spending on other products.

Attractive prices boost sales through internet retailing

Internet retailing does not reflect the complicated economic context in Argentina; on the contrary, sales through this channel experienced a strong expansion in 2018. Most of the important brands such as Mimo or Baby Cotton have a specialised website to sell online.

COMPETITIVE LANDSCAPE
Multinational companies expect a better investment climate

Despite different announcements about their interest in establishing in Argentina, multinational childcare companies have delayed their entry into the country. According to industry sources, even brands that are in neighbouring countries such as Paraguay, Uruguay or Chile expect and are waiting for a better investment context in which to open stores in the country.

A fragmented category, but with three strong companies

Childrenswear in Argentina is very fragmented, with a large number of companies and brands. Despite this, the brands Cheeky, Mimo & Co (Vestiditos) and Grisino (Cresko) lead sales and together concentrated a significant value share in 2018.

Strong commitment of the Narváez group

A joint venture formed by Grupo de Narváez and L Catterton acquired the prestigious Baby Cottons brand in 2018. In Argentina Baby Cottons has 16 stores located mainly in Buenos Aires and, to a lesser extent, in the provinces of Santa Fe and Córdoba.

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Childrenswear in Argentina

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Argentina with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Argentina, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Argentina market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Childrenswear in Argentina?
  • What are the major brands in Argentina?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

Childrenswear in Argentina - Category analysis

HEADLINES

PROSPECTS

Devaluation of the exchange rate minimises purchases abroad
Childrenswear is not immune to the economic context
Attractive prices boost sales through internet retailing

COMPETITIVE LANDSCAPE

Multinational companies expect a better investment climate
A fragmented category, but with three strong companies
Strong commitment of the Narváez group

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Argentina - Industry Overview

EXECUTIVE SUMMARY

Sales fall for the third year in a row
Purchases abroad are in the past
Companies replace national production with imports
Strong expansion of internet retailing channel
A favourable horizon, albeit with some clouds

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources