The negative impact of the COVID-19 crisis on childrenswear was less marked than on other apparel and footwear categories in 2020. This is largely because children require clothing to be replaced as they grow.
Shimamura remained the largest player in childrenswear in value terms in 2021, extending its lead during the year with its Shimamura and Birthday brands. In common with its nearest rivals, Nishimatsuya Chain and Fast Retailing, Shimamura registered an increase in its value share in 2021, as these low-priced players benefited from strong brand awareness, extensive distribution and competitive pricing.
Fast Retailing aims to develop sales of childrenswear by expanding its line-up. Uniqlo has introduced childrenswear in collaboration with famous brands every season since the spring/summer of 2020.
Even after the threat from COVID-19 diminishes, childrenswear manufacturers in Japan will continue to face the challenge posed by the shrinking domestic consumer base due to the country’s declining birth rate. Moreover, the pandemic has severely accelerated this issue.
The forecast period is expected to see an intensification of the price competition in childrenswear. Before the outbreak of COVID-19, the childrenswear category was already exposed to intense competition from the second-hand market, which is particularly attractive to consumers in childrenswear because of the speed with which children grow out of their clothes.
Given the domestic challenges facing Japanese childrenswear players, overseas expansion is becoming an increasingly important development strategy. Miki House has been aggressively increasing the number of stores in Asia, expecting to exceed 100 outlets by the end of FY2021.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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.
Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
See All of Our DefinitionsThis report originates from Passport, our Childrenswear research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page