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Learn moreFeb 2020
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In 2019, birth rates reached a new record level in Germany. The indicator is expected to keep growing until 2023, when it will embark upon a downward trend.
In the review period, it was observed that parents were opting, with increasing intensity, for childrenswear items with strong evidence of quality. They are concerned that the materials used in the composition of T-shirts, underwear, pants etc might have a strong effect on their children’s comfort and health.
As social media grows in Germany, new ways to advertise products are being created and a whole new market run by influencers is developing. Childrenswear products are fashionable mostly among “mummy bloggers” who can be found on Facebook, Instagram and their own websites (in the older blogger fashion).
Childrenswear value shares in Germany are traditionally dominated by national brands with the exception of C&A and H&M. These are equally spread across the country with their own store-based outlets and, price-wise, are strongly positioned in the low price segment.
Ernsting's Family GmbH & Co KG has shown steady and sustainable growth for several years. Within childrenswear, in particular, the company is increasing its brand retail value shares considerably, distancing itself from H&M and getting very close to the leading position held by C&A.
Among the major players within childrenswear in Germany, adidas Group registered one of the fastest value sales growth rates in 2019 and saw its value share increase accordingly. The adidas brand, which is performing very well, has been very active in its children’s products segment.
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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:
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This industry report originates from Passport, our Apparel and Footwear market research database.
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.