Childrenswear in the US is resilient, since children grow rapidly, and most parents prioritise their children’s needs before theirs even when facing economic uncertainties. Therefore, this category saw notable growth in sales pre-pandemic, and its losses were lower than womenswear and menswear during the pandemic.
As more and more gen Y and even gen Z become parents, low prices and essential needs will no longer be the prioritised or only reasons that motivate purchases of childrenswear in the US – instead, parents will look for both fashion and function when choosing products for their children. Since the pandemic, US parents have spent more time on social media than before, which has led them to browse fashion trends and be influenced by the posts of influencers.
Many parents tended to make purchases of childrenswear through store-based retail channels prior to the pandemic, in order to get the best fit and comfort for their children. However, due to COVID-19-related restrictions, parents were unable or unwilling to shop in stores, and thus stronger e-commerce penetration was seen for childrenswear amidst the pandemic.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.See All of Our Definitions
This report originates from Passport, our Childrenswear research and analysis database.
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