Compared to menswear and womenswear, demand for childrenswear shrinks at a relatively slow pace in 2020. One factor sustaining demand despite the pandemic is the fact that children continue to outgrow their clothes.
Malaysian consumers are especially attracted by price discounts in 2020. Therefore, affordable fast fashion brands experience stronger demand from consumers during the pandemic.
Given the lockdown and stay at home orders, players turned to digital platforms to connect with consumers and drive sales in 2020. For example, websites such as Shopee and Lazada turned to live sessions through Facebook for promotion and marketing activities.
A faster recovery for childrenswear it anticipated in comparison to menswear and womenswear in the forecast period. Childrenswear is set to return to positive and moderate current retail value growth in 2021, which is set to be sustained throughout the forecast period.
In the forecast period, discounts will continue to play a crucial role in driving the recovery of childrenswear. Major domestic players such as Anakku Baby Products, Padini Holdings Bhd, and Poney Garments are expected to organise more extensive discount strategies to capture stronger sales in the forecast period.
Further share gain is anticipated for e-commerce over the forecast period, especially as it offers a wide variety of affordable products that consumers will be increasingly drawn to. More childrenswear brands are expected to be introduced on third party online platforms, such as Shopee and Lazada, in the forecast period.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Malaysia 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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