Due to the speed at which children grow out of their clothes – especially babies and toddlers – the demand for childrenswear was not as affected by COVID-19 as womenswear and menswear. Nevertheless, the closure of non-essential stores, coupled with the temporary closure of schools, still had a negative impact on sales of childrenswear in 2020.
Faced with plummeting sales and many new COVID-19 related challenges, several players in childrenswear focused on CSR efforts to foster a more positive brand image. For example, ICC International PCL’s Absorba brand donated 2,000 nano zinc oxide children’s face masks to the Queen Sirikit National Institute of Child Health to help with their fight against COVID-19.
With in-store sales of childrenswear disrupted by COVID-19 there was a strong push towards e-commerce, with many of the leading players gearing up to take advantage. Many consumers flocked to popular e-commerce platforms such as Lazada, Shopee, JP Central and the dot.
Providing COVID-19 is contained, childrenswear is projected to bounce back strongly in 2021 buoyed by back-to-school promotions and the opening of brick-and-mortar stores. Children have a constant demand for new clothes due to the speed at which they grow, thus ensuring that childrenswear sales remain stable.
Childrenswear is highly fragmented in Thailand with large numbers of local brands competing with both well-known global brands as well as cheap imported products from China. As incomes come under pressure the market for imported Chinese childrenswear could grow, but alongside this there is seen to be potential for more local brands.
Both international and domestic brands are expected to continue participating in major annual fairs in Thailand over the forecast period with these seen to be a good way to gain recognition and build up their customer base. These fairs include the Amarin Baby & Kids Fair, a four-day event held in BITEC Bangna in Bangkok and another is the four-day Baby & Kids Best Buy (BBB) fair held at the Impact Muang Thong Thani Challenger Hall in Muang Thong Thani, Nonthaburi Province, a northern suburb of Bangkok.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Thailand 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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