Sales of childrenswear were strongly negatively impacted by the forced closure of non-essential stores as well as the periodic closure of both schools and day-care facilities in 2020. However, the decline in childrenswear was slightly less dramatic than that recorded in menswear and womenswear.
In 2020, childrenswear in Denmark continued to become increasingly polarised between economy-priced products such as private label and fast fashion brands on the one hand and high-end premium products such as globally recognised designer brands, or higher-priced organic and sustainable products on the other, leaving mid-priced brands stuck in the middle. The trend has become particularly evident in childrenswear as consumers are generally divided into two categories – those who prefer up-to-date fashion apparel which only has to last a season before children grow out of it, and those who are more devoted to following sustainable and organic trends and are happy to pay more for the ability to purchase higher-quality organic apparel for their children, whilst also doing their part to help save the planet.
Childrenswear e-commerce players saw a rise in sales due to COVID-19 as physical retail stores closed for a period and consumers in general made more childrenswear purchases online in order to avoid unnecessary contact with other people. Pure-play e-commerce stores like Zalando and the children-specific Smartkidz and kids-world were ideally positioned to take advantage of this growing demand, although retailers such as Ønskebørn and BabySam also saw solid growth in their online stores.
All categories of childrenswear are expected to record solid retail value growth at constant 2020 prices in 2021 as schools and other institutions return to normal and consumers return to buying apparel for their children in retail stores. While growth in all categories is expected to slow over the forecast period, baby and toddler wear is set to offer the best growth prospects both in 2021 and into the longer term.
Private label childrenswear is expected to continue growing in popularity over the forecast period as large Danish retailers increasingly focus on developing new private label products and expanding their offerings of children’s apparel. A growing number of Danish parents regard price as one of the most important factors in childrenswear purchasing decisions, reflecting the generally short usage period of items compared to menswear and womenswear.
As in other apparel and footwear categories, e-commerce is set to continue growing in childrenswear in 2021 and beyond, although at a slower rate than in 2020. As the channel becomes increasingly important, it is likely that several new pure-play online stores will be launched while existing retail players will focus more heavily on developing their online stores to remain competitive.
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 Denmark 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 Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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