Sales of childrenswear were strongly negatively impacted by the closure of schools and nursery facilities during spring 2020, when children were forced to undertake home-schooling and study. This reduced the need for consumers to purchase new childrenswear.
The COVID-19 pandemic negatively impacted both disposable incomes and consumer confidence in 2020, adding further impetus to an economising trend in childrenswear. In Ukraine, it was common for friends and relatives to share childrenswear even before the COVID-19-induced economic slowdown.
Childrenswear remained fragmented in 2020, reflecting the continued strong presence of Asian unbranded products, unknown brand names and sports brand imitations. Such products, which continued to account for a significant share of childrenswear in Ukraine in 2020, are favoured by individual entrepreneurs who sell them through small independent outlets or outdoor markets.
All categories of childrenswear are expected to return to low positive retail value growth at constant 2020 prices in 2021. All categories are also set to record very similar average retail value growth over the forecast period as a whole.
Although similar retail value growth is expected across all childrenswear categories over the forecast period, baby and toddler wear is set to be the most dynamic after ending the review period with a relatively low level of per capita spending. In contrast, boys’ apparel offers the lowest growth prospects while the generally wider range of clothing for girls is set to maintain slightly higher growth for girls’ apparel.
Local childrenswear manufacturers such as Bembi TOV are well established in childrenswear in Ukraine, based on a solid understanding of consumer tastes in terms of a preference for bright colours and attractive designs. This, combined with good-quality products at reasonable prices, is likely to stand local players in good stead for growth over the forecast period.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Childrenswear research and analysis database.
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