Childrenswear is least impacted apparel category by COVID-19 and will demonstrate much smaller sales drops than in menswear and womenswear in 2020. The category benefitted from schools operating as normal throughout the whole year, with children requiring appropriate apparel and footwear to wear each day.
Childrenswear has traditionally been dominated by five large players in Taiwan. However, over the review period sales have gradually become more fragmented.
Children used to mainly wear cute cotton apparel featuring colourful fun images. However, over the review period, parents started to dress their children more like adults as social media put pressure on consumers to show off photos of their children fashionably dressed.
Over the forecast period, childrenswear is expected to be the fastest growing category in current value terms as parents are continually willing to actively invest in their children. This is partly due to the declining average family size in Taiwan combined with most households consisting of dual income families.
People in Taiwan are increasingly sharing photos of daily life, including their children, on social media. As a result, such parents are becoming more influential, with followers asking where they purchase clothes from and for opinions on specific suppliers regarding quality and reliability.
Many young adults in Taiwan face economic problems, with house prices being very high. As a result, many young couples are afraid to start a family as they believe they would be unable to support their children financially or be able to provide them with a good environment to grow up in.
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This report originates from Passport, our Childrenswear research and analysis database.
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