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Learn moreFeb 2021
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The closure of non-essential stores including apparel and footwear specialist retailers due to the pandemic-induced lockdown in Australia in 2020 in addition to decreasing disposable incomes due to rising unemployment rates had a negative impact on sales of childrenswear, resulting in double-digit volume and current value declines. Furthermore, the home seclusion trend with many parents choosing not to send their children to educational institutions including pre-schools, with online classes offered instead, further reduced the need to invest in new clothing, particularly as younger children were more likely to have enjoyed time at home doing a range of activities such as crafting.
Concerns over sustainability within apparel and footwear was already emerging in Australia over the review period, a trend which was starting to have a negative impact on demand for boys’ and girls’ apparel with declining and stagnating volume sales, respectively in 2019. The lockdown gave parents a greater opportunity to declutter their children’s wardrobes, enabling them to not only sift through the amount of apparel and footwear which they has outgrown, but also assess the amount that they have been purchasing and how much is actually used, increasing concerns about the environment and how clothing or footwear is disposed of.
Childrenswear remained a highly fragmented competitive landscape in 2020, which saw the majority of players including overall leader Hanesbrands Inc (Bonds), record declining value sales, in line with the category’s weak performance. Nevertheless, Bond heavily advertises its children’s nightwear sets on its website, and promoted the fact that the Red Nose organisation, which is the country’s leading authority on safe sleep and safe pregnancy advice, officially named the brand as its preferred partner for its range of baby and toddler wear.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Australia 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 Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Apparel and Footwear market research database.
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.