Despite a slowdown in growth in retail consumption during the year, childrenswear demonstrated resilience in India, recording high single-digit retail current value growth. Although overall apparel experienced a softer year due to inflationary pressures, muted urban sentiment, and more cautious discretionary spending, childrenswear saw growth slightly above the average, as a category in which consumers, particularly parents, continued to prioritise quality and comfort.

Childrenswear in South Africa continued to perform well in 2024, with both retail volume and value sales rising. With family sizes shrinking and an increasing number of women joining the workforce, some local households now have higher disposable incomes to spend on discretionary items for their children, including childrenswear and entertainment. Social media is also influencing parental choices in terms of styles and brands. Meanwhile, older children who also now have access to trends on socia

In 2024, childrenswear in Brazil is poised for continued retail current value growth – slightly less than in 2023, but still positive. This expansion will be driven by a combination of economic factors, shifting consumer preferences, and external market influences.

In 2024, the childrenswear category in Sweden faced a modest decline in volume sales, while retail value increased by 3%. Despite the ongoing preference for high-quality items, particularly for outdoor activities, the sector encountered challenges. Stagnating birth rates negatively impacted sales, with Sweden experiencing a decreasing population of children aged 0-14 years. While inflation contributed to higher-value sales, volume growth remained under pressure. However, parents, especially moth

In 2024, childrenswear in Vietnam is expected to continue to experience positive performances in both retail volume and current value terms, thanks to a better economic performance and higher demand for quality goods for children, especially during the hotter weather caused by the effects of the El Nino weather phenomenon. As a result of the rapid rise of social media platforms such as Facebook and TikTok, parents are becoming more aware of fashion trends in children’s clothing. They are also ac

Demand for childrenswear in Germany, particularly baby and toddler wear, continues to decline, as the country’s birth rate further falls as part of a trend observed in recent years. On the other hand, costs of production continue to rise due to the elevated prices of energy and the influence of economic instability. Boys’ apparel and girls’ apparel, on the other hand, are recording marginally more positive performances compared to the previous year – a reflection of the return to post-pandemic n

Childrenswear in Israel was negatively impacted by the trend towards hand-me downs between mothers in 2024, with retail volume sales pushed into decline. When children outgrow their clothes mothers are passing them on to other families with smaller children. Mothers are keen to help each other out given the high living costs and rising price of clothing. Many are forming groups where mothers can swap clothing and lend each other clothes so that children have something to wear. Given that small c

In 2024, childrenswear in Austria recorded retail value sales growth of 2%, however, much of this was driven by ongoing inflation. As ongoing inflation and higher production costs lead to higher price points, consumer demand reduced, leading retail volume sales to fall by 1%. Among the subcategories in childrenswear, girl's apparel saw the largest retail value growth. This was aided by ongoing demand for clothing suited to school and extracurricular activities, which remained a priority for fami

Childrenswear saw strong current value growth in Ukraine in 2024. Childrenswear has been dramatically impacted by the fact that a large number of children were taken out of Ukraine following the Russian invasion in February 2022. While a number of people have considered returning to the areas where the situation is less critical, such as Western Ukraine and Kyiv, millions remain abroad. Children who have fled the country together with their mothers (primarily) are attending local schools in thei

Childrenswear is expected to register one of the strongest retail volume contractions amongst apparel categories in Mexico in 2024, although slight growth is still anticipated in current value terms. Inflation and rising prices in various categories have affected the purchasing power of Mexican families, leading to a reduction in spending on clothing, particularly for children. Consumers have been prioritising essential goods and seeking more affordable options, often sacrificing quality for pri

Childrenswear in Australia is experiencing a marginally more positive performance in 2024 compared to the previous year, with 2% retail value growth to reach AUD2.7 billion, and 1% retail volume growth. This indicates a movement towards normalisation after a volume decline in 2023, driven by surging interest rates, which in turn affected Australian households, particularly those with mortgages and lower incomes. This increased – and somewhat sustained – financial pressure makes it more challengi

Following a marginal post-pandemic rebound, demand for childrenswear has returned to its declining trajectory, as the retail industry in Hong Kong has faced significant challenges in 2024 due to broader economic uncertainty in the region. The luxury segment has been hit particularly hard due to the overall reduction of international tourist consumption as a result of an unfavourable exchange rate. With the Hong Kong dollar pegged to the strong US dollar, apparel, including childrenswear, has bec

Due to high inflation and the devaluation of the Turkish Lira, price remained an increasingly important consideration when buying childrenswear in Turkey over 2024. With many households facing higher costs of living, Turkish parents continued to see a decline in real disposable incomes. As such, consumers prioritised price when shopping for many goods including children’s clothing. Demand remained strong for more affordable mainstream brands, such as those offered by LC Waikiki and private label

Childrenswear in Hungary continues to see positive value and volume sales as an ongoing trend in 2024, thanks to the priority given to children by their parents and families. Indeed, childrenswear is seeing the strongest value growth across apparel and footwear, driven by the high emphasis parents place on ensuring their children are well-dressed – even in times of inflationary pressures and economic uncertainty. Moreso, it is noted that, even if parents are struggling, grandparents, other relat

Childrenswear in Chile struggled in 2023, primarily due to the challenging economic landscape marked by persistent inflation, which compelled local consumers to exercise caution in their discretionary spending patterns. With the elevated cost of living, families increasingly prioritised essential expenses over non-essential ones, with childrenswear sometimes falling into the latter category. However, in 2024, as the overall industry experiences a notable rise in consumption, demand for childrens

Childrenswear in Norway is expected to display a modest volume decline in 2024, although this reflects a slight improvement on the previous year. Parents, in particular mothers, often shop for their children at the same time as buying for themselves. The category received an upswing in performance in 2021 with the return towards normal lifestyles and the shift back towards in-store shopping. Like the overall apparel category, inflation and rising unit prices boosted value sales in 2023. While ch

Childrenswear tends to perform better in Portugal during economic downturns, as parents try to minimise the impact on children. However, childrenswear volume and value sales declined in 2024, with all categories suffering. Competition has intensified with brands using promotions, point of sale discounts, and social media to attract consumers with often unique strategies. The slowdown in childrenswear can also be directly related to the rising success of the second-hand market, which is particula

With lifestyle shifts and changing consumer habits, Romanian parents are spending more on high-quality, branded childrenswear. Parents are drawn to trusted brands that ensure both style and durability, making childrenswear one of the most dynamic categories in apparel and footwear. This shift also reflects the rising influence of kids’ preferences on brand choice, which is in turn shaped by exposure to social media and brand awareness from an earlier age. Children are showing higher brand attach

Parents in Poland are giving children more control over the purchasing decision when it comes to clothing choices. This trend is reflected in the growing popularity of franchised products featuring popular TV and internet characters. Children are exposed to a significant amount of media content from a young age, and this is influencing purchasing decisions, with fashion items like socks, t-shirts, and accessories bearing their favourite characters. Brands that offer licensed merchandise featurin

Sportswear is considered a dynamic segment in Taiwan’s childrenswear category. Children’s sportswear is available from key brands, including adidas kids, Puma kids, Nike kids, and Fila kids. The apparel typically features a number of functional benefits, such as odour-control, anti-UV, cool feel, and moisture-absorption, to target rising demand in outdoor activities. Higher levels of sports and activities is driving functional needs, with the need to adapt to the effects of climate change, such

In Greece, children’s active lifestyles have led to an increasing demand for childrenswear that is both comfortable and durable. Parents are particularly focused on clothing that allows mobility and withstands the wear and tear of active play. Simplicity in design is also key, with fastenings like elastic waistbands preferred over buttons or zippers for ease of use. Durability is a major factor as children tend not to not take great care of their clothes, with parents seeking lightweight, sturdy

In Morocco, childrenswear witnessed stable demand in 2024, although families are still struggling with higher costs of living, and this is compelling many Moroccans to exercise caution in their discretionary spending. Further exacerbating this situation is the fact that children typically outgrow their clothing relatively quickly, necessitating more frequent purchases compared to adult apparel. Price-sensitive consumers often wait for promotional sales to make bulk purchases due to the high repl

The childrenswear market in Saudi Arabia continues to see healthy growth in retail volume terms, driven by demographic trends and cultural factors that emphasise the importance of children's clothing. Children aged 0-14 make up approximately a quarter of the country’s population, reflecting the Kingdom's relatively high birth rate. This youthful demographic ensures a steady demand for childrenswear, as families frequently update wardrobes to accommodate rapidly growing children. Moreover, Saudi

Childrenswear remains in a structural slump in France in 2024, attributed to sluggish birthrates and the fact that many parents purchase second-hand apparel for their children, due to the fact that children grow out of their clothes quickly, and it is easy to find (and sell) good quality second-hand apparel for children. We also note that mothers are more inclined to purchase items for children, with women being more embracing of second-hand apparel compared to men. Overall, there is a notable t