Childrenswear performed comparatively better than menswear and womenswear in current value terms in 2020, although this was largely due to more limited discounting activity within this category. In retail volume terms the decline was very similar across the three categories.
Similar to the trends seen in menswear and womenswear, there was notable shift towards casual and sports-inspired childrenswear in 2020. This was largely due to home seclusion, with the focus being on comfort over fashion.
In terms of distribution, there was a notable shift towards hypermarkets and textile discounters such as Primark with consumers showing less willingness to enter smaller stores due to concerns over COVID-19. Additionally, retailers such as Primark, KiK and NKD were able to attract more interest than some of their competitors due to their affordable pricing.
Childrenswear is expected to bounce back in 2021, with sales expected to return to pre-COVID-19 levels by early 2022. As restrictions are lifted and a period of normalisation begins children should start to resume activities away from the home including schooling and sporting activities, with this likely to generate demand for new and replacement childrenswear.
Apparel is becoming increasingly important to older Austrian children due to their growing exposure to social media and fashions at an early age and their desire to keep up with trends among their contemporaries. This rising interest in fashion among teenagers is also expected to drive sales through e-commerce over the forecast period.
With COVID-19 having placed an even greater importance on health and wellness, parents are likely to increasingly look for fabrics which are kind to their children’s skin and which can provide the greatest comfort. This is especially true for baby and toddler wear, with younger children typically having more delicate skin.
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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.
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This report originates from Passport, our Childrenswear research and analysis database.
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