Childrenswear value sales are expected to grow, driven by the increases in dual-income households and a better economic climate in Colombia over the forecast period. During a tough 2017, consumer attitudes towards spending on children’s clothes changed, as parents’ understanding that children grow out of their clothes very quickly caused them to gravitate towards good-quality second-hand clothes provided by friends and relatives during economic recession.
Childrenswear for the most part must be more functional and comfortable than adult apparel; Colombian mothers are compelled to demand only cotton garments for their children and no major changes are expected over the forecast period. Although many brands still distinguish between boy’s and girl’s apparel, gendered colours are seeing less growth and graphics and catch phrases – especially in girls’ apparel, are seeing the most growth.
Although parents used to be the primary decision makers when purchasing childrenswear, their children are increasingly included in the purchasing decision as they become more empowered, shaping their personality much faster than previous generations. The fact that an increasing number of adult brands are including childrenswear lines in their portfolios has caused prices of childrenswear to keep rising at similarly historic rates.
CI Hermeco was the leading player in childrenswear in 2018. The player's lead in the category can be attributed to the company’s wide distribution network and its range of items in the childrenswear category for all age groups up to 13 years old.
The intense expansion of large fast fashion brands in Colombia has raised consumers' awareness of these brands and therefore will lead to their future penetration. H&M and Zara are not yet popular in Colombia for childrenswear but will pose a threat, as they will appeal to consumers due to their affordable price points, regular price discounts and frequent new product launches.
Because of childrenswear’s potential, recognisable brands and designers have decided to enter this arena. Jon Sonen and Studio F are focusing on niche areas of childrenswear for boys and girls, respectively, expanding their local production and their consumer base under the belief that many parents dress their children from the same or similar brands that they wear themselves.
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This industry report originates from Passport, our Apparel and Footwear market research database.