Children's sportswear in the United States grew by 34%, with small brands becoming an important driving force

Research firm NPD said that sales in the children's sportswear market increased by 34% from January to October this year compared with last year .

Matt Powell, sports industry advisor at NPD , said: “ The reopening of schools and the restart of sports activities have further boosted the development of the children's sportswear business this year . Children's sportswear has become a bright spot in sportswear in the third quarter. The return of more social activities will only increase the market strength this holiday season and in 2022. ”

Among them, many small brands led the sales growth in the children's sportswear market. According to NPD data, small brands accounted for less than 30% of boys' sportswear sales, but dominated nearly 60% of girls' sportswear business. In addition to small brands, Nike, Adidas and Under Armour are the highest-grossing children's sportswear brands . However, compared with last year, they either lost market share or remained the same as last year. On the other hand, Champion, Jordan, Reebok and other smaller brands have increased their market share.

Although revenue for girls ’ activewear is about 45% less than boys ’ through October , sales of girls’ products are growing faster , with shorts and long-sleeved sweatshirts the fastest-growing product categories . T- shirts and long-sleeved sweatshirts lead in sales in the boys’ segment.

Matt Powell noted: “ Similar to the women’s activewear market, the fact that small brands account for more than half of the girls’ activewear business shows that big brands continue to let down female consumers . ”

He also commented earlier that in the past 20 years, many brands have announced their intention to develop women's business, but few have succeeded, often seeing brands take one step forward and then two steps back. An important shift has been the rise of small brands that have filled the gap in the women's market.

According to NPD data, if many small brands are grouped together, it has become the largest women's sportswear brand in the United States. Currently, small brands together account for nearly 44% of total women's sportswear sales, while the second largest brand Nike has an 8% market share.

NPD also noted that Lululemon is a brand that started small and is now on track to surpass Nike to become the largest women's sportswear brand in the United States.

Matt Powell said: "Lululemon has always focused on female consumers and the company has cultivated a fanatical following. The women's clothing market is full of opportunities and I hope to see more brands achieve leapfrog development."

USA

Children's sportswear