Whilst womenswear and menswear sales rebounded in 2018, childrenswear value growth was marginal and that is not expected to change over the forecast period. Sales are impacted by sluggish demographics, as childbirth in France decreased by another 2.
Parents are conscious that children are more likely to damage their clothes than adults, and outgrow their garments quickly, and they increasingly seek second-hand childrenswear, or to exchange and share childrenswear. This trend has become easy and safe to pursue with the development of new technologies that support the demand for greater value for money.
Whilst competition intensifies with generalist brands Zara, Kiabi or H&M – to name a few – venturing into childrenswear, traditional children’s fashion actors are struggling, creating opportunities for consolidation through mergers and acquisitions. Facing fierce competition from players Okaïdi and multibranded Zannier group, Du Pareil au Même (DPAM) was taken over and most likely saved from bankruptcy by its competitor Sergent Major.
In the fashion industry, very few brands can boast about having invented something as truly innovative and even revolutionary as Petit Bateau's modern underwear, as the brand celebrates the100th birthday of its cotton “petite culotte”. Managing to escape many textile industry crises throughout the years, it neared bankruptcy before the cosmetic group Yves Rocher acquired it in 1988.
Specialised in the manufacturing and marketing of eco-designed jeans made in France, the 1083 brand recently launched its first models for children by stepping into the circular economy. The new collection for children aged from three months to eight years old also has the distinction of being recyclable.
Whilst internet-driven second-hand sales are shaking up the industry, many brands have reacted by creating their own second-hand websites so as not to miss the market. This is the case for several children's fashion names such as Petit Bateau, which launched a second-hand sales service between individuals.
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This industry report originates from Passport, our Apparel and Footwear market research database.