The impact of rapidly rising living costs on disposable incomes is set to result in a slowdown in birth rates, as widespread uncertainty will put young couples away from having children. In this context, sales of baby and toddler will be outperformed by boys' and girls' apparel in the short term, before leading to a slowdown in the growth of boys' and girls' apparel in the long term.
Although Greek parents tend to be more reluctant to cut down spending when it comes to their children, with childrenswear typically being more resilient to economic downturns, the hikes in living costs will force parents to become more price sensitive across the forecast period. This is set to contribute to fast fashion brands gaining share over more expensive mid-range and premium players.
Despite parents becoming more price-sensitive, casual and sportswear will also be a key trend in childrenswear, and this will contribute to an increase in the share of sports brands. While Nike and Adidas are set to remain the best-selling brands, their higher retail prices, combined with the short lifecycle of childrenswear and decline in disposable incomes, will become challenges to the leading brands.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.See All of Our Definitions
This report originates from Passport, our Childrenswear research and analysis database.
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