Childrenswear in Turkey

2020 IMPACT

School closures hit childrenswear hard, but children continue to grow

All brands in childrenswear were negatively impacted by the closure of schools in 2020 as a measure to prevent the spread of COVID-19 in Turkey. In September 2020, lessons resumed through online platforms.

Home workouts and activities support demand for active wear and comfortable clothing for children

During the COVID-19 pandemic, many families took part in group home workouts and other activities at home in order to keep children engaged and active in 2020. This helped to support continued demand for sportswear designed for children as well as more casual and comfortable clothing that can be worn around the home and during activities designed to keep children engaged.

Licensed items based on domestic, and sports franchises gain popularity

Licensing plays a key role in the competitive strategies of the top childrenswear companies in Turkey. Licensed products featuring characters from popular cartoon, video game and movie franchises enjoy strong penetration in baby and toddler wear and boys’ and girls’ apparel, particularly in outerwear categories but also in nightwear and underwear.

RECOVERY AND OPPORTUNITIES

Economic uncertainty could drive price sensitivity in Turkish childrenswear as consumers face rising unemployment

In the aftermath of the COVID-19 pandemic, Turkey is expected to experience a considerable economic downturn. During the expected economic crisis, unemployment rates are set to rise, and consumers will likely respond to the economic uncertainty by becoming more price sensitive in the forecast period.

General apparel brands set to outperform specialised childrenswear brands

Domestic player LC Waikiki is expected to remain a strong leader in childrenswear over the forecast period. Thanks to its strong presence in several other areas of the local apparel and footwear market, LC Waikiki’s childrenswear products enjoy a trusted reputation for quality among Turkish parents.

Health and environmental consciousness on the rise, driving demand for organic childrenswear

Like in most other apparel and footwear categories in Turkey, interest in sustainable products is on the rise in childrenswear as consumers become more conscious of the environmental impact of their shopping habits. This trend, which is most evident among well-educated and higher-income parents, has encouraged several players to launch eco-friendly childrenswear collections in recent years, including H&M.