Like womenswear and menswear, childrenswear witnessed a significant decline in sales in 2020 as a result of COVID-19 and measures introduced to limit the spread of the disease. However, demand proved considerably more resilient in childrenswear than in these other categories.
The fact that non-essential retailing was allowed online before shopping centres reopened and consumers’ anxieties about exposure to the COVID-19 virus in public places supported a significant shift towards e-commerce in childrenswear in 2020. Parents appreciated the fact that online shopping reduced the risk of viral transmission through social contact, as well as providing the convenience of 24/7 ordering and home delivery.
Lifestyle International Pvt Ltd’s Max remained the largest brand in childrenswear in 2020. In October, ahead of the festive season sale, Max Fashion, a retailer that sells both adult clothing and childrenswear, entered into an agreement with online retailer, Myntra, to sell products through its e-commerce platform.
The return to more familiar, active and away-from-home lifestyles is expected to drive the recovery of childrenswear during the forecast period. As the immediate threat from COVID-19 wanes and children return to school and go outside to play, there will be demand for an expanding range of clothing.
The rapid and dramatic increase in demand for childrenswear through e-commerce led brands to quickly develop partnerships with established e-commerce platforms, such as Flipkart, Myntra and Amazon. However, during the forecast period, with e-commerce set to retain much of the expanded consumer base resulting from the COVID-19 crisis, childrenswear manufacturers and retailers are expected to invest in the development of their own e-commerce sites.
India has one of the youngest populations in the world. According to Euromonitor International data, people aged between 0 and 17 years-old are expected to account for 29% of the Indian population in 2025.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Childrenswear research and analysis database.
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