The mandated closure of shopping malls and retail stores negatively affected childrenswear sales during the first two quarters of 2020. Consumers were reluctant to leave their homes for fear of contagion and curfew was in place which further discouraged consumers.
The pandemic has generated further momentum for the already rapidly growing e-commerce channel. E-commerce sales of childrenswear expanded to appeal to consumers in all income groups, with a wide variety of styles and sizes.
Arafa Holding continued to lead the childrenswear category in 2020. The company’s position is thanks to its Concrete brand, available for both boys and girls, due to the high quality and the fun, modern designs it presents.
Childrenswear is expected to witness a recovery in 2021 in current value terms as the economy stabilises after the IMF approved a 12 month Stand-By-Arrangement in July 2020 that aims to help Egypt cope with challenges COVID-19 engendered. Brands are anticipated to continue to offer promotions and discounts to encourage purchases.
Childrenswear is set to see continued growth over the forecast period due to the limited price increases or even some decreases, which will make products more affordable in real terms, and encourage purchases. Brands such as H&M, Zara and Gap, traditionally known for their womenswear and menswear products, have introduced childrenswear lines in recent years in Egypt.
Due to the high replacement rate for children’s clothing, parents have started to wait for promotions and sales at peak times to buy clothing for their children in bulk. Stores and brands have caught on to this trend, and thus offer large promotional events on childrenswear three or four times a year.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Egypt 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 Egypt, 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.
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