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.
While the falling number of children has impacted volume sales of childrenswear having less children per family has led to some parents being willing to spend more on childrenswear, thereby boosting value growth. Nowadays most households consist of dual income families, which has led to an increase in disposable income.
Quality is one of the key things that is considered when it comes to purchasing childrenswear in Taiwan, especially for infants. The quality of the baby and toddler wear can impact the infant’s health and comfort and therefore this is often seen as a more import factor than the design or brand.
Mirroring trends seen in menswear and womenswear, international sports and activewear brands such as Nike and adidas were among the strongest performers in childrenswear in 2018. Parents are familiar with these brands and appreciate the comfort that they provide.
Domestic players, such as Les Enphants and Love World, remain among the leading players within childrenswear in Taiwan. This is thanks to their knowledge of the local market and long-standing presence, as well as the offer of apparel featuring well-known cartoon characters, such as with Les Enfants’ Avon Disney range.
Since entering childrenswear fast fashion brands such as Uniqlo, Zara Kids and H&M have seen strong growth, with Uniqlo climbing into second place in the rankings in 2018. Nowadays, fashion trends are also influencing childrenswear in Taiwan.
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This industry report originates from Passport, our Apparel and Footwear market research database.