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