The country’s low birth rate continued to adversely affect childrenswear in 2018. According to Euromonitor International’s Economies and Consumers data, the birth rate in 2017 stood at 8.
It is not only demographic factors but also lifestyle changes which are affecting childrenswear. Laundry appliances, for example, have had a significant effect on consumers’ lifestyles.
Average unit price in baby and toddler wear was the lowest in childrenswear in 2018. Nursing culture for babies and toddlers in South Korea is very much focused on the indoors in order to maintain a suitable temperature.
Domestic manufacturers led childrenswear in 2018, while international brands such as Uniqlo, H&M and Zara posted strong growth. Domestic brands benefit from widespread distribution, for example through hypermarkets, shopping malls, department stores and standalone outlets, while international labels tend to be mainly sold through their own mono-brand stores.
Premium and luxury brands continued to remain popular in 2018 as these are often purchased as gifts or for special occasions. Designer childrenswear is often handed down to siblings or else sold in second-hand shops or via social media networks.
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This industry report originates from Passport, our Apparel and Footwear market research database.