Improving demand for childrenswear in 2021 has been driven by greater mobility after prolonged periods of home seclusion as a result of the pandemic, with the latter leading to significant declines in 2020. While girls’ apparel remains the largest volume category overall and is set to see a rapid recovery by 2022, general trends which are already present in adult collections are also gaining relevance in childrenswear.
An increasing number of apparel brands which are known for their adult collections are expanding to childrenswear for crossover appeal to parents, with mother-daughter edits proving to be particularly popular on social media pages. For instance, sportswear brand Saski, launched by local social media celebrity Tammy Hembrow, launched a mini collection in 2020 featuring pastel-coloured tracksuits, Champion ANZ launched its first baby capsule collection in Australia and New Zealand in August 2021, while local brand ada + lou launched the Little Ada + Lou collection with five matching options for mothers.
Local apparel specialist Best & Less strengthened its leadership of childrenswear in 2021 and gaining further value share after completing a successful IPO, a significant stage in the growth of the retailer and brand in Australia and New Zealand, its main markets. The company has a significant presence in childrenswear, with the majority being designed in-house and distributed exclusively through its extensive outlet network and online store.
Demand for childrenswear is unlikely to fully recover to pre-pandemic levels until 2024, which will be driven by girls’ apparel. However, overall retail volume sales of childrenswear were already declining or stagnating over the review period prior to the pandemic due to increasing concerns over sustainability within apparel and footwear.
Inclusivity is also likely to gain traction within childrenswear over the forecast period, following similar trends to womenswear and menswear in Australia. Growth is likely to come in the form of gender-neutral trends and the gradual move away from stereotypes for children, already emerging within both baby and toddler wear and older segments.
E-commerce is likely to gain further value share in the distribution of childrenswear, offering time-pressed parents greater convenience in terms of home delivery, and price-sensitive consumers more competitive prices. These trends strengthened during the pandemic, but greater mobility and the return to busy lifestyles will drive greater demand for time-saving solutions.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Childrenswear industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Childrenswear industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.See All of Our Definitions
This report originates from Passport, our Childrenswear research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page