US children's clothing market heats up, sales to reach $40 billion

After being hit by the epidemic in the first half of 2020 , sales of children's clothing have grown again.

After a strong recovery in the second half of the year , global sales of children's clothing increased to $252 billion in 2020, while sales in the United States increased to $34 billion for the whole year . Research firm Mordor Intelligence predicts that sales of children's clothing in the United States will reach $40 billion this year . In addition, according to Euromonitor data, the children's clothing industry will grow faster than men's and women's clothing.

Chao Wang, founder of online children's clothing brand Dopple , said that over the past year, the average order value of Dopple's website has increased every quarter . Chao Wang said that although children's clothing also hit a low point during the epidemic , its losses were smaller than men's and women's clothing, and it recovered faster. Now, as consumer spending picks up, children's clothing sales are rising .

Louise Vongerichten Ulukaya, founder of children's clothing brand Mon Coeur, believes that this year parents have focused on their children. " During the epidemic , as adults, we can compromise on what we want to buy , but we cannot compromise on what we buy for our children , and the same applies to clothes. " "Parents want to give their children better things . "

Meanwhile, retailers are seeing opportunity and increasingly investing in the children's apparel space. Executives at Kohl's, Target and Walmart all said in recent earnings calls that children's apparel is one of the fastest-growing categories .

Walmart announced a partnership with girls’ clothing brand Justice this summer and released a new children’s clothing line this month. In July, Target collaborated with children’s illustrator Christian Robinson to develop a line of children’s clothing and home goods. Even women’s swimwear company Hunza G started selling mini swimsuits this year .

In addition to the growth in sales, the trends and styles of children's clothing are also increasing. Chao Wang said that parents are attracted by various styles, from pastoral style , preppy style, to trendy style . Parents may prepare a variety of styles for their children, and the styles are diverse and constantly changing.

In addition, parents are increasingly paying attention to inclusivity when choosing products. Chao Wang said that searches for unisex clothing on Dopple's website have soared this year . Retailers JCPenney, Gap and Pacsun have all invested in unisex children's clothing lines this year , and comfortable fabrics that can adapt to sensitive skin and styles that accommodate people with disabilities are also increasing.

Children's Wear

USA

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