Due to COVID-19, childrenswear value and volume sales plummeted in 2020 as children were recommended to stay at home by the government for their safety. Indeed, from Lunar New Year to the beginning of May 2020, school in Vietnam was closed, while most countries still allowed students to study in school.
As Vietnamese parents like to take good care of their children, they have started to pay greater attention to childrenswear and are showing more willingness to spend on good quality products. This can also be attributed to rising disposable incomes and improving living standards in the country.
Gap remains the leading brand within childrenswear, although its sales share remains very limited given the highly fragmented nature of the category. During the review period, the brand received a warm welcome from Vietnamese parents due to its fashionable designs, following the strong penetration of Western culture among younger generations.
Over the forecast period, childrenswear is expected to recover and grow healthily, mainly thanks to the gradual improvement of the economy in Vietnam. Furthermore, the efforts of local brands to launch new brands will also help to improve the outlook for childrenswear and attract more consumers to this category.
Childrenswear has traditionally suffered from the widespread availability of counterfeit and unbranded goods imported from China. However, Vietnamese consumers have become increasingly concerned about such products following various scandals related to safety and the use of potentially hazardous materials.
Over the forecast period, demand for childrenswear will be limited by Vietnam’s ageing population, with the country’s birth rate continuing to decline according to the World Health Organisation. Childrenswear made from lighter and cooler materials such as Bamboo is growing in popularity due to its higher quality and fashionable image.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Vietnam 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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