Childrenswear registered a positive performance in retail current value terms in 2018 – although saw a much slower growth rate than womenswear and menswear. Growth in childrenswear was restrained by the declining birth rate and the declining number of children aged 0-14, which meant a reduced customer base.
Moreover, parents increasingly consider spending on new clothing for children as unnecessary, as they quickly outgrow their clothes. Parents frequently use the same clothes they have purchased for one child for their brothers or sisters.
Some Portuguese consumers are increasingly concerned for the environment and about the impact of their consumption on nature. They are also increasingly aware of their children’s needs, and particularly of the sensitivity of their children’s skin.
In retail value terms, Zara Kids, Zippy and Primark were the three leading brands in childrenswear in Portugal in 2018. They offer fashionable clothing at competitive prices.
Although childrenswear is dominated by international brands, an increasing number of smaller players emerged in recent years, typically using social media and blogs to sell their products. They usually use quality and ethics as differentiation tools – exclusively offering organic ranges, for instance.
As in womenswear, styling is becoming increasingly important in childrenswear. The “mini-me” trend is evolving, resulting in growing demand for product quality and detail and boosting sales of independent brands.
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This industry report originates from Passport, our Apparel and Footwear market research database.