Baby Apparel Market Size, Share & COVID-19 Impact Analysis, By Type (Top wear, Bottom wear, and Others), Material (Cotton, Wool, and Others), End-user (Girls and Boys), and Regional Forecast, 2020-2027

The global baby apparel market size was USD 62.04 billion in 2019 and is projected to reach USD 82.54 billion by 2027, exhibiting a CAGR of 4.2% during the forecast period.     

Growing social media influence and changing fashion trends have strongly impacted the children-wear industry. Modern age parents are keen on clothing choices for their kids and thereby pushing the demand for fashionable clothes. On the other hand, sustainable clothing is being promoted worldwide, which is also trending in the baby clotting market. For instance, in March 2020, Gerber Childrenswear LLC launched Gerber Modern Moments baby apparel that is made with organic cotton owing to the increasing demand for eco-friendly clothes. Therefore, sustainable kids’ clothes are likely to have a positive impact on product consumption rates.

Decelerated Product Demand for Baby Apparel to Hinder Market amid COVID-19 Pandemic

The coronavirus pandemic has led to the closure of retail stores owing to the restriction on non-essential items, which, in turn, exhibited a negative impact on market growth. For instance, as per Q2 2020 results of The Children's Place Inc., one of the leading kids apparel companies, temporary store closures declined its overall sales revenue as The Children’s Place had to close down about 98 stores out of its 102 stores in the first half of fiscal 2020. However, the company witnessed a 118.2% increase in its digital sales in Q2 2020, owing to shifting consumer preference towards online buying.

Besides, strict lockdown restrictions imposed by the governments coupled with social distancing norms has further obstructed celebrations such as baby showers and naming ceremonies. Cancellations of such events have decreased product demand, thus inhibiting the market growth

However, stores are getting opened in the majority of the countries while following all the necessary precautions, which in turn is expected to boost the product sales in the near future.

LATEST TRENDS

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Bio-sensor Based Baby Products are Trending in the Marketplace

Smart baby apparel is gaining traction in the market, owing to its ability to easily detect various activities of the infant. Wearable smart clothing detects information from sensors attached to baby clothes which can be transferred to the parents’ smartphones by which parents can keep a watch on their baby. For instance, in June 2019, the Nanit brand launched its Breathing Wear for babies with a fabric that is characterized by customized patterns. This engineered pattern can be read by the Nanit Plus camera that is connected to the smartphone allowing parents to easily monitor the breathing motion of the baby. Therefore, technological developments are expected to boost product demand.

DRIVING FACTORS

Surging Birthrate to Propel Product Demand

Developments in medical sciences have resulted in reduced infant mortality rates, which, in turn, have strongly supported product consumption. For instance, as per the report, ‘World Mortality 2019’ of The Department of Economic and Social Affairs of the United Nations Secretariat, the infant mortality rate has decreased by 54% from 1994 to 2019, which was valued at about 28 deaths under one year of age per 1,000 live births in 2019 from about 61 deaths in 1994.

Similarly, techniques such as in-vitro fertilization as well as surrogacy have helped the parents overcome concerns of infertility and thereby have increased the number of newborns, in turn, positively impacting the market growth. Besides, infants up to the age of 24 months usually outgrow their sizes rapidly as compared to teenagers that in turn, leads to frequent purchases of new clothes. 

Greater Access to Fashion Products to Support Market Growth

Increasing access to apparel and accessories coupled with infrastructural development of retail stores in emerging economies will accelerate the market expansion. For instance, in March 2019, PT Matahari Department Store Tbk announced its collaboration with OVS, one of the leading Italian clothing companies which also offers baby apparel. Through this collaboration, Matahari stores will become the exclusive distributor for OVS products in Indonesia, expanding its product reach.

Besides, the increasing number of working women has increased their purchasing power, which has resulted in greater demand for designer clothes for toddlers. Social media challenges such as matching mother and baby clothing along with the increasing trend for baby photoshoots has further increased demand for new age stylish baby garments.

RESTRAINING FACTORS

Leasing Practice of Baby Products to Hamper Market Growth

Increasing adoption of ‘re-commerce’, renting, or leasing practice of baby apparel across the globe is expected to affect the demand for new clothes and thereby limit the market growth. Besides, strict regulations imposed by government authorities on the manufacturing of products for babies in terms of the use of chemicals are expected to pose a challenge to the players.

SEGMENTATION

By Type Analysis

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Top wear Segment to Dominate owing to Greater Usage Rate

Based on type, the market is segmented as top wear, bottom wear, and others. Top wear is further classified into tops/shirts, bodysuits, and others. Bodysuits are expected to hold a significant share as it is a convenient option for parents in terms of diaper coverage and gives them easy access to diaper change. Similarly, these types of clothes are comfortable for babies which can be used as an ideal outfit for outside use. Girls usually tend to use dresses/frocks contributing to greater demand for top wears. Besides, a wide variety of vests and jackets as winter wear further adds impetus to top wear segment growth, making it a dominant segment.

Bottom wear products are segmented into trousers, skirts, and others, wherein trousers or leggings segment is expected to hold a major share as these products are available as unisex products wherein skirts are only used by baby girls. Besides, all-in-one suits or full-body suits are also gaining momentum in the market as they can effectively cover the whole body of the baby.

By Material Analysis

Higher Material Softness makes Cotton Segment to Hold a Leading Position

Based on the material, the market is segmented as cotton, wool, and others. The cotton baby clothing segment is expected to hold the lion’s share in the global market due to its inherent softness that is highly preferred for kidswear. The Baby’s skin is delicate and sensitive to external factors, and as the baby apparel is in direct contact with the skin, and therefore, it needs to be made up of soft materials. For instance, as per Cotton Council International and Cotton Incorporated’s 2019 Global Childrenswear Study, about 85% of survey respondents said that cotton clothing is an item of comfortable clothing for their children.

Besides, trendy silk baby clothing, as well as woolen wear which is to be used in cold climatic conditions, are growing at a rapid rate which is further expected to augment market growth.

By End-user Analysis

Boys Segment to Hold Major Share due to Presence of Greater Number Newborn Boys

Based on the end-user, the market is segmented into, boys and girls. The boys segment is expected to hold a major market share as the number of boys born is greater than that of newborn girls across the globe, thereby exhibiting a greater need for baby boy’s clothes. For instance, as per the data released by United Nations Statistics Division under ‘World Population Prospects: The 2019 Revision’, the sex ratio at birth is expected to be 1.06 male births per female birth worldwide wherein it is expected to be 1.09 male births per female birth in Asia from 2020 to 2025.

However, the wide variety available in baby girl’s apparel such as one-piece dresses, skirts & skorts, as well as divider skirts among others is likely to grow the girls segment rapidly in the forecast period.

REGIONAL INSIGHTS

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The market in Asia Pacific stood at USD 23.27 billion in 2019 and held a major market share. An increasing number of newborns in the region are likely to have a positive impact on product sales in China, India, and Southeast Asia. With the termination of a single child policy in China that now allows a couple to have two children, China is expected to become one of the largest markets for baby apparel in the forecast period. For instance, as per the IND –TEXPO 2019 presentation of Cotton Council International, apparel spending is expected to grow from 2016 to 2030 by 116% in China and by 148% in India. Increasing the middle-class population, coupled with the increasing standard of living in the region is further expected to bolster the market growth of baby products.

Increasing the purchasing power of working women in Europe is expected to support market growth in the region. Moreover, increasing demand for full body nightwear and winter wear owing to cold climatic conditions in the winter season in Europe is projected to add impetus to the market growth.

Higher spending on baby products in North America is projected to support market size in the region. For instance, as per OfferUp 2020 Recommerce Report-Parents & Kids, in the U.S., retail spending on baby and kids products increased from USD 62,026.8 million in 2014 to USD 72,616.9 million in 2019. Additionally, higher consumption of premium and designer kids wear in the region is expected to aid in greater revenue generation.

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South America and the Middle East Africa market held a relatively lower market share. International brands are making efforts to grow their market presence in these untapped markets to expand their business. For instance, in May 2020, Christian Dior opened its virtual pop-up store in UAE featuring various fashion products along with the baby apparel line ‘Baby Dior’ that is specifically designed for Ramadan in UAE. Besides, improved apparel retail infrastructure facilities with increased access to baby products are expected to offer growth opportunities to players in these regions.

KEY INDUSTRY PLAYERS

Highly Competitive Kidswear Industry to Support Development

The baby apparel industry is highly fragmented, which in turn is expected to increase the competition between players. Therefore, key players are adopting strategies such as improvements in the supply chain as well as mergers, and acquisitions to strengthen their foothold in the market. For instance, in April 2019, The Children's Place acquired Gymboree and Crazy 8 assets offering various kidswear. This is expected to expand the product portfolio of The Childrenplace.

Similarly, players are taking efforts to attract new consumers by launching new product lines. For instance, in August 2020, H&M introduced its Kidswear capsule collection, which is based on the famous Harry Potter film series. The collection includes tops, hoodies, trousers, dresses, and bodies, among others for babies.

Besides, an increasing number of local startups is further expected to bolster the global market size.

LIST OF KEY COMPANIES PROFILED:

• Carter's, Inc. (Atlanta, U.S.)


• The Children's Place, Inc. (Secaucus, U.S.)


• Industria de Diseño Textil, S.A (Inditex) (Arteixo, Spain)


• Hennes & Mauritz AB (Stockholm, Sweden)


• Nike, Inc. (Beaverton, U.S.)


• Mothercare plc (Hemel Hempstead, U.K.)


• Cotton On Group (Geelong, Australia)


• Gianni Versace S.r.l. (Milano, Italy)


• Burberry (London, U.K.)


• Gerber Childrenswear LLC (Fremont, U.S.)

KEY INDUSTRY DEVELOPMENTS:

• October 2020: Loulou LOLLIPOP launched their Fall 2020 Baby Apparel collection. It features bodysuits made with eco-friendly materials and Eco-Soft Technology.


• March 2019 – Gap Inc. acquired Janie and Jack children's fashion brand from Gymboree Group Inc. This is expected to expand Gap’s product portfolio of children-wear.

REPORT COVERAGE

An Infographic Representation of BABY APPAREL Market

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The baby apparel market research report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, materials, and leading product types. Besides this, the report offers insights into the market trends and highlights key industry developments.

In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation