A growing number of established international brands are targeting the Singaporean childrenswear market. Factors such as maturity in adult clothing categories and rising purchasing power available per child are encouraging manufacturers to develop children’s ranges in many markets.
The rise of local brands was a notable feature of childrenswear in Singapore at the end of the review period. The market has seen the launch of at least six homegrown labels since the start of 2016, including Sea Apple, Elizabeth Little and Leia+Lauren, offering products ranging from everyday wear to clothing for formal occasions.
Working mothers in Singapore, with significant levels of disposable income but limited time to spend with their children, are increasingly looking to indulge their children by taking them on shopping trips and buying them fashionable clothing. Moreover, sales to such consumers are being bolstered by the “mini-me” trend, with parents and children wearing matching outfits, and the prominence of celebrity children in fashionable clothing in the media.
adidas retained the lead in the Singaporean childrenswear market in 2018, as it maintained a trend of year-on-year value share increase. The company’s eponymous brand is perceived to be high-quality and comfortable.
The second largest company in childrenswear, Uniqlo was the fastest-growing top 10 player in the category in 2018. Like the major sportswear manufacturers, Uniqlo is benefiting from the convergence of trends between adult clothing and childrenswear.
The extent to which childrenswear has moved beyond the purely functional and focused on factors such as status, fashion and mirroring adult trends is highlighted by the strong performance of high-end brands such as Burberry, Tommy Hilfiger and, particularly, Gucci at the end of the review period. Gucci’s dynamic growth was driven by the opening of its new ION Orchard store in 2017 and the launch of its revamped flagship store in Paragon Shopping Centre in 2018.
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This industry report originates from Passport, our Apparel and Footwear market research database.