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Learn moreMar 2019
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Licensed products, which include cartoon and comic heroes, continue to be prominent in the sales of the leading brands. Outerwear is the largest category for licensed childrenswear, whilst nightwear and underwear also remain strong.
The country’s high population of children and increasing awareness of baby and child care amongst parents continued to have a positive impact on childrenswear over the review period. In addition, rising awareness and sensitivity about child care increased the demand for higher-quality apparel, including good-quality branded products.
Due to increasing health- and environmental-consciousness amongst better-educated Turkish parents, the demand for organic childrenswear is increasing. A growing number of companies have invested in organic childrenswear and are marketing these products on the psychology of parents providing the best for their children.
LC Waikiki enjoys strong brand awareness and consumer trust in Turkey. In addition, it has successfully increased its outlet penetration over the years thanks to new outlet openings.
Domestic players continued to lead childrenswear in 2018, due to their strong outlet penetration and their relatively lower prices. In addition, domestic players continue to target middle- to low-income consumers, which constitute the majority of Turkish consumers.
Apparel brands such as LC Waikiki, Defacto and Koton generally record better performances, as Turkish consumers usually prefer to shop for their children whilst also shopping for themselves, which increases the competitive advantage of these retailers against specialised childrenswear companies. Mothers dress their children with a more pronounced emphasis on style and fashion, to reflect their own aesthetic and fashion style not only through their own look, but also through their children’s outfits.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Turkey with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Childrenswear industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Apparel and Footwear market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.