Travel restrictions and reduction in social activities due to lockdown restrictions have led to a decline in domestic spending on childrenswear. With fewer occasions for social interactions due to social distancing restrictions, demand for occasion-based childrenswear has fallen.
Despite a decline in childrenswear in 2020, overall retail sales of the category are expected to perform better than both womenswear and menswear. This can be attributed to the higher replacement rate associated with childrenswear, as children often outgrow their current outfits within a span of three to four months, as such prompting parents to purchase new pieces of clothing that can fit their children.
The increase in birth rate in 2019 and possibly in 2020 might cushion the impact of retail sales decline for childrenswear. According to statistics from the Immigration and Checkpoints Authority, 2019 saw a 0.
An increasing number of local fashion players are expanding into childrenswear in Singapore, as factors such as slow growth in adult clothing categories and rising spending per child are encouraging manufacturers to develop more childrenswear ranges. This has led to the fragmentation of the category, with a range of both premium and mass players entering the market with differentiated positionings, through either online or offline channels, with online having lower barriers to entry.
Childrenswear brands are paying increasing attention towards producing sustainable clothing made with organic fabrics and materials that are breathable and suitable to children’s sensitive skins. Furthermore, given the humid climate in Singapore, children may perspire frequently due to high rates of physical activities.
As parents are the primary spenders on childrenswear, the trend for purchasing childrenswear designs that match with adultwear will continue to persist as a driving factor for the category. While this might not be a new trend, it is definitely set to last given the increasing popularity of having “twinning” and “matching” outfits for the family, accelerated further by social media.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Childrenswear research and analysis database.
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