Even though the threat of COVID-19 has eased, Japanese childrenswear manufacturers will continue to be affected by the shrinking domestic consumer base due to the declining birth rate. According to the Ministry of Health, Labour, and Welfare, the number of births in 2021 was 811,604, which was even lower than the 840,835 in 2020, which was already said to be the lowest on record since statistics began in 1899.
During the forecast period, childrenswear prices are expected to become increasingly polarised. Fierce competition from the second-hand market and difficult economic conditions, as well as price increases for food, beverages, energy, and other lifestyle-related items, are increasingly making parents price-sensitive, and economy-priced childrenswear from major brands such as Shimamura, Uniqlo, and Nishimatsuya will maintain a stable share of the market.
While differentiation by price range is expected to continue in childrenswear, the trend of collaborations with animations or characters to increase brand recognition and attract new users is also expected to accelerate. In August 2022, the childrenswear brand BREEZE launched items in collaboration with the film One Piece Film: Red.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Japan 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.
If you're in the Childrenswear industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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