Childrenswear saw a swift recovery in 2021, with its retail volume and current value sales surpassing the pre-pandemic levels, seen in 2019. Demand for and sales of childrenswear are influenced by demographic changes in the US population and disposable incomes.
Despite the increase in US consumers’ savings amidst the pandemic, parents were still worried about the uncertainty the pandemic brought, especially when purchasing childrenswear, as children grow rapidly. Therefore, each consumer purchased more childrenswear, but at lower unit prices in 2021 than pre-pandemic.
Several years ago, before the pandemic, childrenswear usually had limited styles and was purchased for practical and essential reasons. However, with more and more gen Y becoming parents, fashion has been an increasingly important attribute that consumers consider when making purchasing decisions.
Childrenswear is a resilient category, since children grow rapidly, and children’s clothing needs to be replaced regularly. The category saw notable growth in sales pre-pandemic, and its losses were lower than womenswear and menswear during the pandemic.
Compared with adults’ clothing, childrenswear has a shorter lifespan, as children grow quickly, and this results in a great deal of waste. With the concept of sustainability increasingly recognised by consumers, sustainable childrenswear is ripe with opportunity.
Carter’s and Old Navy have been the top two brands in childrenswear in the US for several years, although their main target market is not fashionable parents who like to dress their children. Influenced by social media and celebrities, parents, especially younger parents, are looking for fashionable clothing.
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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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