Childrenswear recorded strong current value declines in 2020, caused by the start of the COVID-19 pandemic. Schools were closed in March, and children were educated at home for several months, greatly reducing the need to buy new school clothes.
During the lockdown, childrenswear was still available in hypermarkets and through e-commerce websites. These channels slightly softened the decline in current value sales.
The only items of childrenswear that remained in demand during the lockdown were those that are worn at home. These include pyjamas, casual clothes and underwear.
Childrenswear is forecast to return to volume and current value growth for the duration of the forecast period. However, this growth will come at only a slow pace in the next two years.
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 report originates from Passport, our Childrenswear research and analysis database.
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