Childrenswear was negatively impacted by the COVID-19 pandemic and the mid-March to early May lockdown in 2020. Nevertheless, it was one of the apparel categories that suffered to a lesser extent.
Within childrenswear, baby and toddler wear will be the category that records the least negative impact from COVID-19. Thus, the category will see the smallest decreases in current retail value terms in childrenswear in 2020.
After the lockdown, many consumers were still nervous about shopping in-person as they wanted to reduce the risk of contracting COVID-19. As such, apparel and footwear specialist retailers had to reassure consumers that their physical stores were safe and hygienic to improve in-store traffic.
Childrenswear was less impacted than menswear and womenswear by the COVID-19 pandemic and the lockdowns in 2020. This is due to the shorter replacement cycle of childrenswear as children grow quickly and are also more likely to damage their clothing through play.
Before the COVID-19 pandemic, childrenswear was expected to show a flat forecast performance due to decreasing birth rates and the growing popularity of second-hand purchases. Parents increasingly consider it unnecessary to spend a lot on new clothing for children because they quickly outgrow their clothes.
E-commerce retailing had already shown strong growth in childrenswear over the review period and received an extra boost in 2020 as consumers were restricted to their homes for several months of the year. This increased interest in e-commerce is projected to continue with the channel seeing a significant rise over the forecast period.
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This report originates from Passport, our Childrenswear research and analysis database.
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