Although childrenswear did not see such a negative retail current value performance as many other categories in 2020, it still declined as a result of the COVID-19 pandemic, as children were forced to spend considerably more time at home, which reduced the opportunity for wear and tear. In addition, due to financial concerns many families looked to reduce their spending on childrenswear, replacing items less frequently and fixing and repairing them where possible.
Before the COVID-19 crisis, childrenswear was witnessing a shift towards premiumisation, with designer and expensive brands increasing their presence and seeing rising demand, especially among teenagers. However, the majority of Austrian parents still chose standard childrenswear that offered a good balance between quality and price.
Similar to the trends seen in menswear and womenswear, there was notable shift towards casual and sports-inspired childrenswear in 2020 and 2021. This was largely due to home seclusion, with the focus being on comfort over fashion.
Childrenswear is set to see continued although slowing growth in retail volume and current value terms in the forecast period, with growth expected across all categories. As the impact of COVID-19 eases and a return to normality is seen, children should resume all their former activities outside of the home, which is likely to generate demand for new and replacement childrenswear.
E-commerce had already shown strong growth in childrenswear over the review period, and received an extra boost during the pandemic as consumers were restricted to their homes for several months of the year. This increased interest in e-commerce is projected to continue, with the channel seeing a significant rise over the forecast period.
Trends such as eco-friendly and sustainable are likely to return in the forecast period. As the country recovers from the pandemic, manufacturers will again invest and respond to changes in consumers’ shopping behaviour, and follow growing trends.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Childrenswear industry in Austria 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 Austria, 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 extraction Free!