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. Sales of childrenswear saw a small improvement in 2021 as stores reopened and restrictions eased, but sales remained well below pre-COVID-19 levels in retail volume terms.
The COVID-19 pandemic accelerated the polarisation being seen in childrenswear in Thailand. On the one hand, the COVID-19 crisis has placed a greater focus on the importance of family, with this encouraging wealthier parents to invest in designer clothes for their children.
Many childrenswear players were forced to tighten their belts in 2021 in order to survive the pandemic, especially given the postponement of the reopening of schools. This included cutting down on advertising and marketing expenses, including looking for more cost-effective approaches, such as digital marketing.
Providing COVID-19 is contained, childrenswear is projected to bounce back strongly in the early years of the forecast period buoyed by back-to-school promotions and the return of tourism. 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.
Many consumers flocked to popular e-commerce platforms such as Lazada, Shopee, JP Central and the dot.com following the outbreak of COVID-19.
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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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Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
This report originates from Passport, our Childrenswear research and analysis database.
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