The COVID-19 pandemic had an overall negative effect on childrenswear in 2020. This was primarily due to the national lockdown in Russia which meant that non-essential retail outlets were not permitted to open between April and May.
Consumers continue to try and save on their spending on childrenswear products for the “aged 0-3” segment as babies grow very quickly and parents do not want to spend a lot of money on clothing that babies will soon grow out of. However, another major negative influence on the performance of baby and toddler wear, which continued to record the worst performance in childrenswear, is changing demographics.
In 2020, the government took the decision to allow the new school year to continue as normal, with in-person lessons, in September 2020. This stimulated demand for childrenswear slightly in the second half of 2020, with children returning to school throughout Russia on 1st September.
The recovery of childrenswear in the forecast period will depend on the COVID-19 situation in Russia and around the world. In particular, the category is expected to depend on the emergence of a vaccine, how long special measures implemented by the government will last, and the macroeconomic indicators in Russia in the coming years.
Players in childrenswear saw in 2020 the importance of establishing a strong e-commerce presence as well as a digital communications strategy. As such, companies are expected to respond to the experience of the COVID-19 pandemic in the forecast period by expanding their e-commerce platforms and focusing on digital communications such as social media strategies in order to stay connected to their consumers, even if the COVID-19 pandemic continues to affect their ability to visit retail outlets in person.
Many players are expected to focus on discounting in the forecast period in order to attract increasingly price sensitive consumers in Russia. Discounting was widely present in childrenswear at the end of the review period, but it was not being used by all category players.
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This report originates from Passport, our Childrenswear research and analysis database.
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