Childrenswear registered less negative sales growth than either womenswear or menswear in 2020. While the economic pressures created by the COVID-19 pandemic put pressure on consumer spending, this did not affect childrenswear as much as either menswear or womenswear as childrenswear is widely regarded as a more essential category of products, with purchases of baby and toddler wear considered unavoidable for parents of babies, infants and young children.
One notable feature of Indonesia’s apparel and footwear industry is the high proportion of sales accounted for by small companies based within the country. Childrenswear is no exception to this general rule and 2020 saw “others” continuing to account for the vast majority of category sales.
Another factor supporting sales growth in childrenswear during 2020 was the declining popularity of renting clothes. While it is more common for womenswear to be rented in Indonesia, many families still rent childrenswear and this is seen as an excellent way to avoid having to spend significant sums of money to buy childrenswear on a regular basis.
The forecast period is expected to see childrenswear register a robust recovery from the sales declines recorded during 2020, with a return to pre-COVID-19 sales levels expected to be seen in 2024. The main factors supporting this strong performance are expected to be the recovery of Indonesia’s economy from the pressures created by the COVID-19 pandemic during 2020 and, moreover, the country’s relatively high birth rate.
As mentioned above, the unique exigencies presented by the COVID-19 pandemic led to the rental of childrenswear becoming a far less attractive option for many Indonesian families during 2020. This is expected to remain a longer-term trend during the forecast period.
Local independent brands are expected to continue accounting for the vast majority of sales in childrenswear during the forecast period. At the end of the review period, only a very small proportion of sales of childrenswear in Indonesia were accounted for by major international brands, with independent local brands selling domestically manufactured apparel dominating the competitive landscape.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Childrenswear research and analysis database.
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