While childrenswear did not remain unaffected by the pandemic in Greece, it was the most resilient category compared to menswear or womenswear in 2020. Given that children rapidly grow out of their clothing and there are a lot of low-cost children’s everyday wear brands (eg, H&M) available when they need new clothes, Greek parents continued to buy apparel and footwear for their children over the year.
Casual and sports-inspired clothing were the best performers in 2020, largely because demand for this type of apparel and footwear has become a key trend in childrenswear. However, this type of clothing along with childrenswear overall incurred some negative impact over the year because the closure of schools had a more negative effect on spending for childrenswear worn daily to school.
Prior to the onset of COVID-19, there was a migration away from premium/luxury brands and onto mass fashion as Greek parents, influenced by the recession, trade down to cheaper brands. This trend intensified in 2020 within the context of the impact of COVID-19 has been having on consumer incomes, and further benefited brands like Zara and H&M, while resulting in lower demand for more expensive brands such as Mayoral.
Given the impact of COVID-19 upon the Greek economy, spending on childrenswear will remain – and may likely become more – conservative over the forecast period. Greek parents will opt for mass brands/trade down in order to save money and in this context, value will recover at a slower pace than volume.
Reduced consumer confidence and the uncertainty regarding economic stability – conditions that preceded but were exacerbated by the pandemic – are expected to continue putting Greeks off from starting a family; thus, birth rates are expected to further decline, which will have an impact upon childrenswear too, over the forecast period. Among childrenswear categories, baby and toddler wear is expected to see the worst performance, resulting in stagnant value and volume CAGRs.
The shift towards sports apparel in childrenswear, which gathered pace over the review period, continued in 2020. This trend is expected to continue benefitting sportswear-specific brands such as Nike and adidas Kids over the forecast period.
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This report originates from Passport, our Childrenswear research and analysis database.
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