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Childrenswear in
Germany

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Childrenswear to record moderate growth in the coming years

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.

Purchasing criteria vary among different consumer groups

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.

Greater focus on fashion trends supports growth

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.

COMPETITIVE LANDSCAPE
C&A and Ernsting’s Family compete for the lead in childrenswear

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.

Discounters and childrenswear specialists benefit from increasing polarisation

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.

Bestseller Handels launches two new childrenswear lines in 2018

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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Childrenswear in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Childrenswear in Germany?
  • What are the major brands in Germany?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

Childrenswear in Germany - Category analysis

HEADLINES

PROSPECTS

Childrenswear to record moderate growth in the coming years
Purchasing criteria vary among different consumer groups
Greater focus on fashion trends supports growth

COMPETITIVE LANDSCAPE

C&A and Ernsting’s Family compete for the lead in childrenswear
Discounters and childrenswear specialists benefit from increasing polarisation
Bestseller Handels launches two new childrenswear lines in 2018

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Germany - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear value sales decline in 2018
Strong price competition adversely impacts value sales
Brands with a clear positioning succeed in a highly fragmented market
Retail landscape sees significant changes as a result of rising online sales
Fairly flat performance expected over the forecast period

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources