Even though 2018 witnessed the end of the last memorandum of the Greek Economic Adjustment Programme put in place in 2010 to cope with the Greek government debt crisis, consumer confidence and purchasing power remained low. This posed an obstacle to growth for childrenswear, as Greeks remained frugal in their spending and limited their buys to the most essential items.
The financial downturn that has plagued Greece since 2009 led to a significant decline in birth rates over the review period, thus posing an obstacle to growth of baby and toddler wear. Nevertheless, a small rise in the number of births in 2016 prevented further declines, with retail volume sales recording marginal increases in 2017 and 2018.
Most Greeks continued to face difficult financial circumstances in 2018 and thus remained highly price sensitive when it came to purchasing childrenswear, opting for economy brands in an attempt to cut down on their expenses. Consequently, average unit prices of childrenswear recorded further declines.
Mayoral Hellas remained the leader in childrenswear, achieving a further increase in retail value sales in 2018. The brand is a strong and well-established name in Greece, while it is also regarded as offering good quality products at affordable prices.
Zara Kids and H&M claimed second and third places in childrenswear, with their sales continuing to grow in 2018, whilst the former opened a new store.
The shift towards sports apparel in childrenswear, which gathered pace over the review period, continued in 2018. This benefited sportswear-specific brands, with most witnessing increases in their retail value sales.
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This industry report originates from Passport, our Apparel and Footwear market research database.