The baby clothing market - United States

The global baby apparel market has experienced substantial growth, with a forecasted increase in value from $38.62 billion in 2019 to $53.51 billion, marking a CAGR of 6.7%. Key trends shaping this market include a marked preference for branded and fashionable items among parents, driven by influences such as social media and a shift towards higher disposable incomes. Additionally, there's a noticeable demand for sustainable and organic baby products, reflecting a growing environmental consciousness among consumers. Online retail is anticipated to grow even more due to its convenience and product range. Despite a declining birth rate in the US, spending on baby apparel remains robust, particularly among affluent and Millennial parents who value brand loyalty and exhibit a willingness to spend for quality and convenience. The sector has also welcomed innovations such as clothing rental services, catering to a preference for luxury and sustainability.

The market is largely dominated by key players like Carter's and Gap, with substantial investment in expanding their baby apparel ranges. The industry is also adapting to regulatory requirements centered on safety and environmental standards, influencing product development and market strategy.

Baby Apparel Market Trends in the United States

The baby apparel market in the United States is experiencing significant shifts due to the influence of new parental lifestyles and demographic changes. Despite a general decline in the U.S. birth rate over the last decade, the country still boasts a substantial number of births, ranking sixth globally with over 15 to 20 million babies born between 2015 and 2020. However, there is a nuanced trend where birth rates are falling for women under 40 but increasing for those over 40, possibly due to advancements in fertility technologies.

Income levels play a critical role in determining the expenditure on baby clothing. Lower-income families spend an average of half as much on baby clothing compared to the upper class. As the level of income increases, it's observable that parents are willing and able to spend more on their children's clothing needs, potentially leading to a rise in per-child spending over the short to medium term. Social media continues to be a powerful influencer in the baby apparel market, with parents making more frequent purchases and being influenced by fashion trends and celebrity endorsements. This era of social networking has led companies to heavily invest in online platforms and influencer marketing, thereby capitalizing on the direct connection with their target demographic. A particularly noteworthy trend is the rise of non-gendered clothing. About 20% of American parents prefer to break away from traditional gender norms in children's clothing.

There is also a growing demand for organic and toxin-free cotton products as parental awareness of materials and environmental impact grows. This is mirrored by the surge in searches for "organic baby clothes," indicating a substantial niche market. Companies are now racing to provide products that are not only less harmful to humans but also environmentally friendly. When it comes to purchasing habits, millennials are leading the charge, representing approximately 50 percent of all new parents.

These millennial parents exhibit a preference for online shopping, tend to compare prices using smartphone technology, and display brand loyalty tied to their social or political values. Physical stores, including supermarkets and chain stores, currently dominate the distribution, but e-commerce is expected to grow rapidly in the next few years, supported by the convenience and an increase in online offerings. The rental and subscription box market is emerging as a convenient choice for parents. Services such as Rent the Runway and Stitch Fix have expanded their services to include children's clothing, tapping into the market of parents looking for luxury brands and the convenience of home deliveries. The COVID-19 pandemic has accelerated the transition from in-store to online shopping, prompting companies.

Key Contenders in the Baby Apparel Market

 Brands Setting the Trends The baby apparel market is teeming with a variety of brands, each carving out their unique niche through innovative products, brand loyalty, and competitive positioning. Here we explore the notable players who have made a significant impact in the landscape of baby clothing. **Carter's** stands as a titan within the sector, with a robust portfolio that has consistently resonated with consumers. Their specialization in baby and toddler clothing has earned them a reputation for being a go-to brand for the essentials. Their designs, often highlighting comfort and playfulness, have managed to secure a substantial portion of the market share.

• GAP is synonymous with classic American style, and its baby clothing line is an extension of that brand ethos. Gap's baby apparel range maintains a balance between style and function, providing parents with fashionable yet practical solutions for their little ones' wardrobe needs.
• Walmart is the retail behemoth that positions itself as a one-stop solution, offering affordability and convenience. Their wide range of baby apparel options caters to budget-conscious parents who are looking for economical choices without compromising on quality.
• The Children's Place has cemented itself as a specialist in children's apparel, delivering a broad spectrum of styles from everyday casuals to more formal attire. Their extensive collection allows for a wide array of choices to suit different tastes and occasions.
• Target is another major player that provides a pleasant mix of diverse brands, including their own in-house labels. The convenience of shopping at Target, combined with their reputation for quality at reasonable prices, has made them a popular destination for baby clothing shopping.
• Gymboree has long been associated with colorful and fun children's wear. Despite facing financial difficulties and restructuring, the brand still holds a special place in the market, especially among parents who favor unique and thematic designs for their kids' apparel.
• Benetton brings a touch of Italian fashion flair to the baby apparel industry. Their vibrant colors and international style add a fashionable edge to baby wardrobes worldwide, aligning with parents who appreciate global fashion trends. These key players in the baby apparel market have their distinct positioning strategies, but they share a common goal: to dress the youngest generation in comfortable, stylish, and affordable apparel

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 06/12/2021

Summary and extracts

List of charts presented in this market study

• Valeur au détail des vêtements pour bébés et jeunes enfants
• Ventes de vêtements pour bébés et enfants en bas âge
• Taux de natalité annuel
• Budget annuel consacré aux vêtements pour bébés (0 à 2 ans) avant impôt sur le revenu
• Canaux de distribution de vêtements pour bébé
• Parts de marché des entreprises des vêtements pour enfants
• Parts de marché des marques de vêtements pour enfants