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Growth in childrenswear continued to surpass every other category best children's clothing stores in apparel and footwear in 2014, a trend that is expected to continue to 2019.
Although globally birth rates are declining, baby and toddler has been the biggest growth driver in the category as safety-conscious consumers focus on quality and emerging markets shift from second-hand to purchasing new items.
Asia Pacific overtook Western Europe as the region with the largest market size in 2012 and continues to experience impressive growth overshadowing the performance of other regions.
Poor performance in the West as birth rates decline

Western Europe market size has stagnated and is expected to decline to 2019 as a result of declining birth rates and low prices. Growth in North America has also slowed as the childrenswear market reaches saturation.
Childrenswear evolves from comfort dressing to fashion forward

The rise of social media, influence of celebrities and increasing popularity of the “mini-me” trend has seen children’s clothing evolve into trend-led products. Leading apparel brands such as H&M and Zara have found success in replicating adult designs in smaller sizes for their children’s ranges.
Premiumisation drives value growth

Premiumisation of childrenswear is being driven by heavy investment from luxury brands such as Burberry and Dolce & Gabbana as children become a reflection of their parents’ style and status.
Demand for omni-channel retailing

Time-sensitive families are increasingly demanding convenience provided by a seamless integration of physical and digital retailing.

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