Childrenswear has been impacted by the COVID-19 crisis in Nigeria to a greater extent than other categories. Most Nigerians perceive childrenswear to be less essential, and many parents are perfectly happy to use hand-me-downs or second-hand clothes for their children’s every day wear, while limiting purchases of new clothes mostly to special occasions.
Of greater importance is the economic impact of the virus. Consumers have seen disposable incomes fall in 2020 thanks to the impact of the virus, and parents are therefore seeking the most affordable alternatives to new childrenswear.
In line with retailing trends in other categories, childrenswear has seen a marked shift to e-commerce. This has been driven largely by independent retailers using third party e-commerce platforms such Jumia and Konga, rather than the development of producer-operated sites for the larger brands.
There still remains substantial opportunity for childrenswear in Nigeria, despite the fact that consumers stopped buying in 2020 as soon as the prospect of recession arose. This is because for most Nigerians, brand new apparel is perceived as non-essential for all but special occasions.
Nigeria is exceptionally well positioned for long term growth in childrenswear, underpinned by evolving demographic changes. The country has a strongly growing population of children, and the parallel rise in urbanisation will help fuel demand.
The growth of modern retailers, such as Pep, Mr Price, Redtag and Max, which have a wide range of children’s clothing, will continue to boost to demand for brand new childrenswear in Nigeria, although the performance of these retailers has been limited by the slow economy since 2016. Their offering of affordable but good-quality clothing in a comfortable environment is expected to appeal over the forecast period as the economy returns to good growth.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Nigeria 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 Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Childrenswear research and analysis database.
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