Executive Summary

Feb 2018
PROSPECTS
Households must choose between school gear or regular clothes for their children

Venezuelan households make large purchases of clothing for their children twice a year, in July and December. Both occasions are marked by special dates such as the end of the school year and Christmas season.

Economics, more than demographics, determines the dynamics of childrenswear

The number of people under 15 years of age increased by just 1% over 2011-2017, while the older population rose by 7% over the same period. Venezuelans are waiting longer before they decide to have children, and when they do, they are having fewer children than before.

Marketing direct to children

While children spend more time watching television and surfing the internet, they are becoming better informed and more concerned about their appearance with strong opinions that significantly influence their parents’ purchases. Aware of this trend, manufacturers and retailers alike are increasingly marketing directly to children, and are promoting their brands through interactive campaigns using online media.

COMPETITIVE LANDSCAPE
Grupo Los Principitos CA with its EPK brand leads childrenswear

Grupo Los Principitos CA with its brand EPK led childrenswear in Venezuela in 2017. Its share increased over the review period thanks to its pricing strategy and widespread reach with 30 stores across the country.

Retailers have diminished presence in childrenswear

Like other categories, childrenswear has been negatively affected by import restrictions that have caused product shortages, poor variety and availability of products and brands. There have been many store closures across the country while the local brand Just for Kids, which offers merchandise manufactured in Venezuela exclusively in its own stores, has closed six stores in recent years.

Importers and manufacturers adjust to consumers’ budgets

Major players in childrenswear in Venezuela will try to substitute imports with local production, as a way to survive and increase share against a background of severe import restrictions. During the review period, Comercial Amand purchased the Kid Cool chain of stores to bring dynamism to childrenswear in terms of innovation and pricing.

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Childrenswear in Venezuela

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Venezuela 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 Venezuela, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Venezuela market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Childrenswear in Venezuela?
  • What are the major brands in Venezuela?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • 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

This industry report originates from Passport, our Apparel and Footwear market research database.

Childrenswear in Venezuela - Category analysis

HEADLINES

PROSPECTS

Households must choose between school gear or regular clothes for their children
Economics, more than demographics, determines the dynamics of childrenswear
Marketing direct to children

COMPETITIVE LANDSCAPE

Grupo Los Principitos CA with its EPK brand leads childrenswear
Retailers have diminished presence in childrenswear
Importers and manufacturers adjust to consumers’ budgets

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2012-2017
Table 2 Sales of Childrenswear by Category: Value 2012-2017
Table 3 Sales of Childrenswear by Category: % Volume Growth 2012-2017
Table 4 Sales of Childrenswear by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Childrenswear: % Value 2013-2017
Table 6 LBN Brand Shares of Childrenswear: % Value 2014-2017
Table 7 Forecast Sales of Childrenswear by Category: Volume 2017-2022
Table 8 Forecast Sales of Childrenswear by Category: Value 2017-2022
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2017-2022
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2017-2022

Apparel and Footwear in Venezuela - Industry Overview

EXECUTIVE SUMMARY

Economic environment continues hampering growth of apparel and footwear
Apparel and footwear tries to survive by substituting imports with local production
Loss of purchasing power encourages demand for second-hand apparel
Price and supply uncertainty delay development of internet retailing
Slow recovery expected over the forecast period

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 12 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 17 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Apparel and Footwear in Venezuela - Industry Overview

EXECUTIVE SUMMARY

Economic environment continues hampering growth of apparel and footwear
Apparel and footwear tries to survive by substituting imports with local production
Loss of purchasing power encourages demand for second-hand apparel
Price and supply uncertainty delay development of internet retailing
Slow recovery expected over the forecast period

MARKET DATA

Table 23 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 24 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 25 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 26 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 28 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 29 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 30 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 31 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 32 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 33 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 34 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 2 Research Sources