In 2018, the first player offering a circular subscription service for childrenswear, Lillepanda, arrived in Norway. Similar companies, such as Vigga in Denmark, have proven to be successful.
The sustainability trend within childrenswear is not new, as Norwegian parents place a higher degree of emphasis on quality for their children than for themselves. This phenomenon is not just limited to apparel, as it is also evident within food, as well as beauty products, with the share of organic products significantly higher in children-orientated categories.
While internet retailing continued to gain share within overall apparel and footwear throughout the review period, it continued to have a strong influence on childrenswear as parents became increasingly inclined than other consumers to save time and money by shopping online. Time is a scarce commodity for most parents of small children and retailers’ normal opening hours do not always suit their hectic schedules.
All of the leading childrenswear players, H&M Hennes & Mauritz, Cubus, KappAhl, Lindex and Bestseller have several factors in common, including a wide network of stores and a lower price point. However, the key factor is that they also hold the leading five positions within womenswear.
Similar to overall apparel and footwear, sportswear brands such as Nike continued to strengthen their value share in 2018. As parents are becoming increasingly active and want to portray a healthy image, their preferences are being transferred to their children.
During the review period, a rush of new brands entered childrenswear following a continued rising interest in trends such as sustainability and sportswear. Relatively unknown brands such as Serendipity, Hust & Claire, Mini Rodini and Nordbjørn continued to gain in popularity in 2018.
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This industry report originates from Passport, our Apparel and Footwear market research database.