In 2021, childrenswear returned to volume and current value growth. However, this growth came at only a slow pace.
Childrenswear is typically bought frequently as the children grow out of the garments by the next year. This means consumers do not generally wish to pay high prices for children’s apparel and are seeking the best bargains they can find.
As premiumisation and global fashion trends are not as strong in childrenswear, local players are able to compete with international players. This results in a higher number of unbranded products, which is keeping childrenswear as a fragmented category.
Childrenswear is forecast to maintain positive year-on-year volume and current value growth for the duration of the forecast period. As schools throughout the country have reopened and social activities resumed, more households will need to purchase new clothes for their children.
In the wake of the COVID-19 lockdown, many retailers are selling their childrenswear at large discounts. This policy looks set to continue in the first part of the forecast period, supporting volume growth but limiting the rate at which current value can recover.
Throughout the forecast period, e-commerce channels are expected to win an increasing number of consumers from store-based clothing chains. E-commerce websites are becoming a convenient option for mothers with young children, who can find it hard to make frequent visits to stores.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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