While registering a decline in 2020 due to the COVID-19 pandemic, childrenswear performed better than womenswear and menswear in current value terms. Children outgrow clothes fast, and aside from the lockdown, Norwegian parents continue to value spending time outdoors with their children.
There is a high degree of polarisation within childrenswear in Norway. On one hand, low-cost players such as H&M, Cubus, KappAhl and Lindex continue to govern sales as Norwegian parents focus on buying basic or at-home items from these chains as children grow out of their clothes quickly.
The circular economy, subscriptions and demand for second-hand childrenswear continued to gain popularity and exposure in 2020. While this is a general trend for apparel in Norway, it is particularly evident within childrenswear as children grow out of their clothes quickly.
Childrenswear will bounce back in 2021, registering strong growth as everyday life returns to normal. E-commerce, which received an additional boost during the COVID-19 pandemic, will become even more important going forward.
Sustainability and the circular economy will become increasingly relevant in childrenswear in Norway over the forecast period. The sustainability trend is one of the reasons why pure/niche childrenswear brands have gained popularity and are expected to continue to record strong growth, as they allow parents to purchase high-quality products at affordable prices.
All the leading childrenswear players, H&M Hennes & Mauritz, Bestseller, Cubus, KappAhl and Lindex, have several things in common. As well as having a wide network of stores and a lower price point, they also account for a notable value share within womenswear, with the five leading players in womenswear being the same as the top five companies in childrenswear.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Norway 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.
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This report originates from Passport, our Childrenswear research and analysis database.
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