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Country Report

Childrenswear in

Childrenswear in Germany

16 pages, Feb 2018

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Demographic development encourages growth in childrenswear

In recent years, demographic development in Germany has hindered the value growth potential for childrenswear. Whilst economic circumstances have been favourable, many consumers have decided to forego children in pursuit of career goals; thus the number of children born has declined, resulting in lower demand.

Cheaper products, second-hand options attract more parents as children outgrow clothes so quickly

In baby and toddler wear as well as boys’ and girls’ apparel, several developments are noticeable regarding consumers’ purchasing behaviour. In 2017, there was a growing disparity between preferences and price sensitivity amongst different consumer groups.

Many parents still place value on fashion and image, benefitting luxury brands

Whilst this development undermines value growth, many parents are nevertheless putting greater emphasis on their children’s fashion and image. Consequently, luxury brands like Burberry and Ralph Lauren have recorded growth as parents increasingly aim to dress their children in similar outfits to their own.

COMPETITIVE LANDSCAPE

Growing polarity pressuring brands in the middle

In 2017, Ernsting’s Family slightly lowered its value share gap with C&A, the leading company in childrenswear. This development can be explained by Ernsting’s strong network of over 1,400 stores in Germany as well as its long tradition and thus the consumer trust and loyalty it enjoys.

Luxury and sportswear brands are relatively thriving

At the same time, high-quality products from luxury brands and sportswear manufacturers gained popularity in 2017. That can be ascribed to the high levels of parents’ disposable incomes, providing the ability and increasing the willingness to spend more for their children and to the evolving athleisure trend in Germany, which also affects the category as demand for Nike and especially adidas childrenswear records considerable growth.

Parents increasingly look to alternative channels

Apparel and footwear specialists as well as grocery and leisure and personal goods specialists account for the vast majority of value sales of childrenswear. However, as price competition increases and price sensitivity becomes more relevant, parents place greater emphasis on finding the cheapest possible items, whilst quality is not as relevant.

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Childrenswear Market Sample Report Childrenswear Market Sample Data

Overview

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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.

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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.

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Childrenswear in Germany - Category analysis

HEADLINES

PROSPECTS

Demographic development encourages growth in childrenswear

Cheaper products, second-hand options attract more parents as children outgrow clothes so quickly

Many parents still place value on fashion and image, benefitting luxury brands

COMPETITIVE LANDSCAPE

Growing polarity pressuring brands in the middle

Luxury and sportswear brands are relatively thriving

Parents increasingly look to alternative channels

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2012-2017
Table 2 Sales of Childrenswear by Category: Value 2012-2017
Table 3 Sales of Childrenswear by Category: % Volume Growth 2012-2017
Table 4 Sales of Childrenswear by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Childrenswear: % Value 2013-2017
Table 6 LBN Brand Shares of Childrenswear: % Value 2014-2017
Table 7 Forecast Sales of Childrenswear by Category: Volume 2017-2022
Table 8 Forecast Sales of Childrenswear by Category: Value 2017-2022
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2017-2022
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2017-2022

Apparel and Footwear in Germany - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear value sales stagnate in 2017

Evolving sportswear trend effects all categories

Traditional brands under increased pressure from growing competition

Internet retailing maintains growth trend

Apparel and footwear facing weak outlook for the years ahead

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 12 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 17 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

Megatrends

Country Report

Childrenswear in Germany

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Executive Summary

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PROSPECTS

Demographic development encourages growth in childrenswear

Cheaper products, second-hand options attract more parents as children outgrow clothes so quickly

Many parents still place value on fashion and image, benefitting luxury brands

COMPETITIVE LANDSCAPE

Growing polarity pressuring brands in the middle

Luxury and sportswear brands are relatively thriving

Parents increasingly look to alternative channels

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in Germany - Category analysis

HEADLINES

PROSPECTS

Demographic development encourages growth in childrenswear

Cheaper products, second-hand options attract more parents as children outgrow clothes so quickly

Many parents still place value on fashion and image, benefitting luxury brands

COMPETITIVE LANDSCAPE

Growing polarity pressuring brands in the middle

Luxury and sportswear brands are relatively thriving

Parents increasingly look to alternative channels

CATEGORY DATA

Apparel and Footwear in Germany - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear value sales stagnate in 2017

Evolving sportswear trend effects all categories

Traditional brands under increased pressure from growing competition

Internet retailing maintains growth trend

Apparel and footwear facing weak outlook for the years ahead

MARKET DATA

DEFINITIONS

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