In 2018, childrenswear posted a slightly stronger performance when compared to the previous year, although growth remained modest when compared to the most dynamic categories in apparel and footwear. Nonetheless, childrenswear continued to outperform menswear and womenswear, largely because baby and toddler wear, as well as boys’ and girls’ apparel, benefited from the growing number of children in Germany as a result of an increasing birth rate in recent years.
In childrenswear in Germany, it is noticeable that there are two distinct consumer groups with different purchasing criteria. For one group, price is the main factor, which is why parents within this group focus particularly on discount apparel retailers and private label offerings.
Aside from the higher birth rate and the emphasis on high-quality products, childrenswear in Germany in 2018 also benefited from the increasing influence of fashion trends. It is noticeable that trends in menswear and womenswear are having a greater impact on the products offered in childrenswear compared to previous years.
In 2018, C&A continued to lead childrenswear in Germany by a narrow margin, ahead of Ernsting’s Family. This can be explained by the fact that both companies have a similar positioning in the marketplace.
When it comes to childrenswear, German consumers are increasingly focusing on either cheap products or higher-priced items, leading to growing polarisation within the competitive landscape. Similar to the development in apparel overall, traditional brands in the mid-priced segment faced weaker demand in 2018, largely because price-conscious parents are increasingly turning to the cheaper alternatives available in textile discounters, which continued to expand their product ranges in this category.
In 2018, the menswear brand Jack & Jones and the womenswear brand Only, which both belong to Bestseller Handels, introduced childrenswear collections in Germany. Thereby, in addition to attracting parents, the company is aiming to appeal to children directly, who themselves are becoming increasingly conscious of fashion trends.
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This industry report originates from Passport, our Apparel and Footwear market research database.