Providing the most comprehensive and up-to-date information and analysis of the U.S Children’s Clothing market including the behaviours, preferences and habits of the consumer.
The pandemic has caused parents to reconsider where they shop for children’s clothing and what they buy. Parents’ preferences are influencing what their children wear, but kids themselves play a crucial role in shopping, indicating the need to appeal to both parents and kids.
Changed lifestyles caused by the COVID-19 pandemic continue to create growth challenges for the category, especially as some parents re-evaluate how many clothes their children need; when they do shop, many will do so online. There are opportunities to drive new purchases by offering trade-in options, expanding premium casual wear for kids, and exploring “mini-me” outfits for parents and kids to coordinate.
Principle types of clothing covered: Sleepwear, underwear, daywear and outerwear.
Ages included: Infant (<1 year), toddler/preschool (1-5 years), young boys and girls/preteen (6-11 years).
Brands featured: Target, Amazon, Gap Kids, Free To Be Kids, Stitch Fix Kids and many more.
Written by Alexis DeSalva, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
The pandemic created some challenges and changes in the children’s clothing industry. Parents are reconsidering how many clothes kids need, indicating the importance for alternate options, such as trade-in programs. And when they do shop, more parents are doing so online, not just for convenience but for safety. At the same time, some things remain unchanged – such as the crucial role children play in purchases. Consequently, it’s important to offer kids a chance to express themselves through customizable designs and fun, interactive ways to shop.
Alexis DeSalva
Retail & Apparel Analyst
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