Childrenswear in Asia Pacific

May 2021

After persistently strong sales growth over the historic period, childrenswear saw a retail value decline in 2020 in Asia Pacific, as Coronavirus (COVID-19) hit the region. However, as children continued to outgrow their clothing and with parents more disposed to maintain their spending on their offspring than themselves, childrenswear actually turned in one of the better performances in apparel and footwear in 2020. Asia Pacific is also expected to see an immediate recovery from 2021.

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Key findings

Strong historic period growth

In spite of falling birth rates in many countries in the region, including the two biggest markets, childrenswear continued to record healthy growth rates up to 2020 in Asia Pacific. One of the main reasons for this is that parents are generally increasing spend per child, which has been helping maintain positive growth rates in real value terms.

Sales decline in 2020

Childrenswear sales were negatively affected by the pandemic in 2020, with the shutdown of non-essential retail outlets, lockdowns and other measures to slow the spread of the virus restricting shopping opportunities. There was also the economic impact of these measures, making consumers more price sensitive. Nevertheless, childrenswear was one of the least badly hit categories in overall apparel and footwear, given parents tend to reduce spending on themselves before cutting back expenditure on their children as well as the fact that children quickly outgrow their clothing.

Pandemic boosts the e-commerce share

Although store-based retailing continues to dominate apparel sales in Asia Pacific, e-commerce, already seeing healthy annual growth rates prior to the pandemic, received a major boost from the closure of non-essential retail outlets and people unable or unwilling to leave their homes. The strong growth of internet retailing meant that it overtook apparel and footwear specialist retailers to become the leading distribution channel in 2020.

Swift recovery expected in 2021

Childrenswear will rebound with a strong positive growth rate in 2021, and, also in this year, will immediately return to its pre-pandemic sales level. Further strong growth will be seen over the rest of the forecast period, with China continuing to drive the overall regional performance.

Introduction

Scope
Key findings

Regional Overview

Asia Pacific: biggest and most dynamic childrenswear market
Swift recovery expected from 2020’s one-off COVID-19-related decline
Baby- and toddlerwear most dynamic over 2015-2020
Japan loses the most sales in 2015-2020
All three main channels add similar levels of new sales in 2015-2020
Childrenswear less impacted by COVID-19 than some categories
Pandemic helps e-commerce take over as the leading channel…
…from former leader apparel and footwear specialist retailers

Leading Companies and Brands

Top three players all gain share in Japan during 2020
Semir Group continues to cement its leadership in 2020
China and Japan the main markets for all the top 10 players
All quiet on the childrenswear brand front in 2020

Forecast Projections

Childrenswear to see a swift recovery in 2021
E-commerce will remain an important channel for childrenswear

Country Snapshots

China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape
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