Childrenswear in Morocco

2021 DEVELOPMENTS

Uncertainty around schools limits growth in 2021

In 2021, childrenswear returned to volume and current value growth. However, this growth came at only a slow pace.

Increasing birth rate benefits childrenswear

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.

Childrenswear remains a fragmented product area

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.

PROSPECTS AND OPPORTUNITIES

As social conditions return to normal, demand for childrenswear will grow

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.

Discounts to secure volume growth

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.

The appeal of e-commerce to grow among parents with young children

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.