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Country Report

Childrenswear in

Childrenswear in Brazil

Mar 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Brazilians typically purchase baby and toddler wear for gifting

Comparing the forecasts projected for demographic groups, childrenswear is expected to see a stronger pace of growth than menswear or womenswear. This expected movement derives from parents’ prioritisation of their children’s wellbeing, combined with children’s rapid demand for new clothing sizes.

Girls’ apparel remains the biggest category within childrenswear

Even though the share of baby and toddler wear in Brazil sees the biggest discrepancy versus global figures, girls’ apparel remained the main category in childrenswear in Brazil in 2018. This is mainly due to the greater diversity of items for girls, which then continues into adulthood with womenswear.

Licensing boosts sales and is starting to influence adults’ wardrobes

Some years ago, the “mini me” trend drove sales of childrenswear, as children’s fashions imitated adults’ fashions. This trend still has some followers, but another new trend is going in the opposite direction.

COMPETITIVE LANDSCAPE

A fragmented category counts on niche areas to intensify competitiveness

Even though major retailers such as Renner, Riachuelo and C&A lead childrenswear in value terms, many small neighbourhood brands enjoy a significant share of total revenues. Amongst the smaller brands Alô Bebê stands out as one of the main chains of childrenswear and baby specialised retailers, which already has 20 stores in Brazil.

Gender blurring is becoming nationally debated and is gaining space

The global trend of lower frequency of using blue and pink to discriminate gender has been at the centre of public debate in Brazil. The discussion between groups of conservative families (who still defend the typical use of these colours) versus the liberal approach of those who defend the freedom of colour selection has gained traction on social media and demonstrates the diversity of beliefs and values guiding children’s education in the country.

The rise of licensing

Licensing is a strategy that is still used by companies in childrenswear. The appeal of characters is so strong amongst children that some major retailers have begun to offer licensed costumes rather than just themed t-shirts or sweaters.

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Childrenswear Market Sample Report Childrenswear Market Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Brazil 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 Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Brazil market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Childrenswear in Brazil?
What are the major brands in Brazil?
How dynamic is the growth of clothing and footwear internet sales?
What is the performance of women’s clothing vs men’s clothing?
What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

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

This industry report originates from Passport, our Apparel and Footwear market research database.

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Childrenswear in Brazil - Category analysis

HEADLINES

PROSPECTS

Brazilians typically purchase baby and toddler wear for gifting

Girls’ apparel remains the biggest category within childrenswear

Licensing boosts sales and is starting to influence adults’ wardrobes

COMPETITIVE LANDSCAPE

A fragmented category counts on niche areas to intensify competitiveness

Gender blurring is becoming nationally debated and is gaining space

The rise of licensing

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Brazil - Industry Overview

EXECUTIVE SUMMARY

Minimal growth in 2018, as the performance seen in 2017 is unsustainable

The competition intensifies, leveraging innovations to differentiate

Fiercer competition results in strategic mistakes

E-commerce grows strongly, but factors limit growth

Soft economic improvements demand more sophisticated strategies for growth

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

Megatrends

Country Report

Childrenswear in Brazil

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Executive Summary

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PROSPECTS

Brazilians typically purchase baby and toddler wear for gifting

Girls’ apparel remains the biggest category within childrenswear

Licensing boosts sales and is starting to influence adults’ wardrobes

COMPETITIVE LANDSCAPE

A fragmented category counts on niche areas to intensify competitiveness

Gender blurring is becoming nationally debated and is gaining space

The rise of licensing

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in Brazil - Category analysis

HEADLINES

PROSPECTS

Brazilians typically purchase baby and toddler wear for gifting

Girls’ apparel remains the biggest category within childrenswear

Licensing boosts sales and is starting to influence adults’ wardrobes

COMPETITIVE LANDSCAPE

A fragmented category counts on niche areas to intensify competitiveness

Gender blurring is becoming nationally debated and is gaining space

The rise of licensing

CATEGORY DATA

Apparel and Footwear in Brazil - Industry Overview

EXECUTIVE SUMMARY

Minimal growth in 2018, as the performance seen in 2017 is unsustainable

The competition intensifies, leveraging innovations to differentiate

Fiercer competition results in strategic mistakes

E-commerce grows strongly, but factors limit growth

Soft economic improvements demand more sophisticated strategies for growth

MARKET DATA

DEFINITIONS

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