Childrenswear in Poland

2021 DEVELOPMENTS

Partial recovery for childrenswear after pandemic

While generally younger children tend to outgrow their clothes and footwear quite quickly, sales of childrenswear still declined in 2020, mainly due to the fact that most childrenswear stores are located in shopping centres, which were closed for several weeks to control the spread of the virus, while various restrictions meant limited footfall.

Ecology and sustainability at a premium

Polish consumers are increasingly paying attention to aspects of apparel, including childrenswear, other than size and price. Growing awareness is influencing their decisions to choose products made from higher-quality materials compared to earlier in the review period.

Government demands tax rate cut for childrenswear and footwear

Since 2018, the European Commission has been working towards reforming the possibility for Member States to apply reduced VAT rates. As part of this work, the Polish government is particularly interested in the possibility of introducing discounts for the purchase of childrenswear and footwear.

PROSPECTS AND OPPORTUNITIES

Low birth rate likely to influence demand for childrenswear in the coming years

The next decade is likely to see Poland's population continue to shrink. Although government estimates forecast a slightly more positive outlook compared to during the pandemic in 2020/2021, many experts believe that this may not be the case.

Social media influencers are driving trends

Trends in childrenswear are increasingly being shaped by social media networks in Poland. Local parents, particularly younger generations of parents, are constantly exchanging recommendations on social networking sites, forums and discussion groups.

Gifting for expectant mothers becomes a popular custom in Poland

Offering gifts to expectant mothers has become a notable trend in Poland, and is being driven by social media networks and influencers, in addition to childrenswear brands and manufacturers of child-related products. Completing the list of "necessary" accessories, including baby and toddlerwear, is fast becoming a special custom for parents, especially for mothers, and therefore expands the target audience of the category to other family members and friends.