Fashion

Fashion retailers rebalance gender mix of children’s clothing


Translated by

Nicola Mira

Published



June 22, 2022

By 2022, the global children’s clothing market is expected to be worth $263 billion and is forecast to grow by 3% annually over the next 4 years. A bright outlook is leading fast fashion retailers to give more room to their children’s fashion categories.

Children’s wear is gaining more and more space in fashion retail – Shutterstock

According to Reviews by Lectraanalyze how product assortment is changing across fashion labels’ e-stores, share of children’s collections in overall range offered at fashion retailers difference has increased from 35% to 40% in the period 2021-2022. In Zaraowned by the Spanish corporation InditexChildren’s clothing will account for 35% of the total category by 2021 and will increase to 45% by early 2022. Japanese retailers hold the same. Uniqloowned by the Fast Retail group, where the children’s clothing market share in this group increases from 25% in 2021 to 30% in 2022.

These retailers are primarily targeting their products at the Alpha generation – kids born after 2010 will be 20 by 2030 – and are rebalancing their reach by devoting more space to products for boys. Up until now, products for girls occupy the majority of the market share in the range. One change lies in an effort to become more inclusive, as male product categories are also evolving.

Relative market share of products for girls and boys (ages 3 to 15) in fashion retailer categories – Reassessment

In 2021, 20% of Zara’s total stock is destined for girls aged 3 to 15 and less than 15% for boys of the same age, but in 2022, the gender mix has been balanced at 17%.

This phenomenon is even more evident in another Spanish fashion retailer, Mango. In 2021, more than 25% of all labor will be for girls, compared with 15% for boys. One year later, the rate was 18% for girls and 17% for boys.

Another finding is that, similar to what is happening in the adult market, the average price of children’s products increased in Q1 2022. Distancethe increase compared to Q1 2021 was 7%, with an average price of €30. During the same period, prices at Uniqlo increased by 14%, with an average price of €14, while the price increase was in Zara and Mango are 9% and 5% respectively.

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