Following the outbreak of COVID-19, childrenswear saw declining current value sales in 2020. However, in comparison with womenswear and menswear, childrenswear was less severely impacted.
In 2020, baby and toddler wear was the least impacted category within childrenswear, with current value sales seeing the least decline. Given the fact that babies and toddlers require new clothing more often, as they grow more rapidly compared with older children, parents were more likely to purchase these items regardless of the impact of the pandemic.
Pepco, the leader in childrenswear, managed to register value growth in 2020, even though it was forced to completely cease its store-based activity for two months. Whilst the overall category and many players saw declines, Pepco managed to register growth due to expansion of its number of stores in the country.
Childrenswear is set to maintain strong but slowing current value growth in the forecast period, with sales returning nearly to the 2019 level as early as 2022, due to the reopening of schools and a general return to pre-pandemic norms. The performance of the category will be limited to some extent by the general trend of having a smaller family and postponing establishing a family.
In the two years of the pandemic, an increased interest in the quality and sustainability of childrenswear was observed, especially amongst parents with average to high incomes. Currently, fast fashion is prevalent throughout most apparel categories, as consumers can find plenty of lower-priced clothing, and many Romanian parents do not care that these garments will not last.
E-commerce plays an important role in childrenswear, and has huge potential for growth over the forecast period. The number of online retailers is constantly rising, as Romanian parents have started to prefer online shopping for their children, especially babies and toddlers, as it is much easier than going with them to the shops.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.See All of Our Definitions
This report originates from Passport, our Childrenswear research and analysis database.
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