The children's clothing market - Brazil

1.1 Market presentation

The children's clothing market covers all clothing and fashion accessories for children between the ages of 2 and 14 .

The global children's clothing market is experiencing strong growth, which is better than that of the adult market, in both the men's and women's segments. The Asia-Pacific and North American markets dominate the global market, followed by Europe.

The children's clothing market is benefiting from the popularity of online sales and is investing in increasingly efficient delivery and in-store collection services. The sector's specialist brands are also present on the various online distribution platforms. However, the share of online sales in the children's clothing market is lower than in the clothing market as a whole. More generally, it is innovation and mastery of digital technology that allow players to differentiate themselves in a highly competitive market, in which parents need to be convinced.

The Brazilian children's clothing market, which encompasses everything from baby clothes to older children, was on a steady rise before the COVID-19 pandemic, generating billions of reais a year. This sector, which caters for a variety of age groups, is valued by parents and guardians, who are looking for pieces that combine style and functionality for children.

The COVID-19 pandemic has significantly affected the children's clothing market in Brazil, causing a shift in consumer habits towards more comfortable clothing for home use, due to mobility restrictions and the increase in remote working. As a result, online sales of children's clothing increased, as consumers looked for safe shopping alternatives. Alongside these direct effects, there has been a growth in demand for sustainable and organic children's clothing, reflecting parents' greater concern about the quality and safety of the products worn by their children.

Partly as a result of the pressures on purchasing power and the fashion sector's sensitivity to environmental impacts, the second-hand market is showing growth. Some brands in the children's clothing market are taking advantage of the trend to launch their own resale platforms. Finally, prices in this market are falling, mainly thanks to the success of sales and promotions that punctuate the fashion market, the emergence of Internet specialists with aggressive pricing policies and the positioning strategies of specialized brands.