Childrenswear fares slightly better than womenswear and menswear in 2020, due to the necessity of purchasing apparel as children grow and, therefore, purchases cannot be delayed. Baby and toddler wear sees the least steep decline, due to the high growth rates of infants, whilst girls’ apparel also fares better than boys’ apparel due to a higher degree of fashion consciousness.
Luxury and branded childrenswear see a lack of demand outside of Prague. The Czech capital has the densest concentration of high-income consumers and, therefore, the demand for childrenswear associated with higher price tags sees only very little or no interest in other cities.
Tesco Stores CR maintains its lead in childrenswear in 2020, with a stronger lead than seen in the competitive environments of womenswear and menswear. The private label F&F brand owes its popularity to its offer of good quality clothing at low prices and F&F has been the leading brand in childrenswear in the Czech Republic for years.
The economic recovery is expected from the end of 2021, with childrenswear categories rebounding and returning to near pre-COVID-19 figures by 2022. However, the slightly smaller value growth expected over the forecast period is attributed to the ongoing trends for second-hand and bazar shopping, alongside the continued popularity of private labels and discounters in childrenswear overall.
Continuing from the previous point, a higher number of parents are expected to trade branded apparel for cheaper clothing. Brands such as Pepco, Kik, Lupilu, and F&F are expected to continue to see high demand.
Sustainability across childrenswear will become more and more visible over the forecast period, continuing a trend previously seen prior to COVID-19. As childrenswear, in most ways, mirrors what is happening in men’s and women’s fashion apparel, more brands will be keen to attract parents with slow fashion items for their children, with materials which are either recycled or has been made by transparent production processes.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Czech Republic with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Childrenswear research and analysis database.
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