Brand new childrenswear through formal retail channels is not considered essential for children in Nigeria, due to parents considering that cheaper clothes, often second-hand or smuggled, are preferable for children as they outgrow clothes quickly. However, in periods of rising disposable incomes, parents increase their spending on new clothes for children, especially for festive periods and outings.
A strongly growing population of children is expected to boost demand for childrenswear, particularly as urbanisation increases. The population aged 0-14 is expected to grow by 11% over the forecast period, whilst the number of urban households is expected to increase by 22%.
Whilst girls’ apparel and boys’ apparel are more prone to second-hand purchases and hand-me-downs, except for outings and special occasions, parents prefer to purchase new clothing for babies and toddlers if they can afford to. Babies and toddlers also tend to wear unbranded tailor-made clothing less often than older children.
In a fragmented category, adidas Group is the leading player within childrenswear in Nigeria. The popularity of the adidas brand in apparel in general feeds down into childrenswear, with its strong global brand recognition influencing its popularity.
Due to a poor economy and falling incomes, demand has fallen for the sub-premium children’s clothing sold by Gatimo Nigeria Ltd, through its retail brand, Ruff ‘n’ Tumble. The company therefore lost the lead within childrenswear that it had held up until 2018.
As parents generally prefer cheap clothing for their children, except for special occasions and outings, economy brands such as Mr Price and Pep performed well over the review period, through their offering of a wide range of affordable but good quality childrenswear. These retail brands are expected to continue to increase their presence to tap into growing demand among urban consumers and the increasing preference for apparel shopping through modern chains.
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This industry report originates from Passport, our Apparel and Footwear market research database.