Despite the pandemic, childrenswear performed exceptionally well in 2020 and much better than the industry as a whole. Children continued to grow and require new clothes, making demand for this category somewhat inelastic.
Baby and toddler wear registered the best performance within childrenswear in 2020 as these products generate demand that has a high emotional component. In the case of boys’ and girls’ apparel, sales of jeans, shirts and shoes declined due to fewer social interactions (parties, celebrations), while comfortable clothes such as pyjamas and leisurewear registered a better performance.
The average unit price of childrenswear rose in line with the general inflation rate in 2020. This represented a change in strategy from the previous year when companies increased the prices of childrenswear at levels well below the general inflation rate.
E-commerce played a key role in 2020 and registered a strong increase in this category. Compared to adults, children tend not to try on clothes at the purchasing stage with parent intentionally buying slightly larger sizes for them to grow into.
The pandemic hampered the expansion of multinational brand Carter’s in 2020. The company only just launched in Argentina in mid-2019 opening three stores.
Due to the complex economic situation and restrictions over social interactions, demand for premium brands registered a worse performance than less expensive alternatives. According to industry sources, despite awareness of fashion trends in childrenswear among parents, social restrictions increased demand for lower-cost brands.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Childrenswear research and analysis database.
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