Kidswear market rides on fashion comfort

Brands and retailers are scratching their heads over how to appeal to kids’ tastes besides keeping parents happy. They are not only consulting kids during their pre-production process besides offering them customised clothes.

Kidswear market rides on fashion comfort. “Children’s fashion is not a child’s play,” says a recent kidswear advertisement featuring Amitabh Bachchan.

As per Global Industry Analysts (GIA) estimated, the US market Kidswear market rides on fashion comfort sustainability for children’s wear is projected to exceed US$ 76.4 billion by 2024. This would mean a CAGR of 3.9% from 2016 to 2024.The survey notes that an average household spends about US$ 108 on kids’ clothes. Out of this, girls’ wear represents the largest product segment.

The Mintel Group also notes the influence kids are having on the children’s wear industry. The firm in its ‘Children’s Clothing US 2019’ report advises retailers and brands to consult kids while developing and designing clothing assortments. This would prove highly beneficial for brands as it help them cut down on wastes besides reducing their producing costs.

According to GIA, the preferred material for children’s clothing is cotton, due to its wash-friendly properties. Around 83% of the surveyed parents opted for the cotton material with around 44% expressing their concern over brands and retailers substituting synthetic fibres for cotton. Nearly half of the parents expressed their willingness to pay a slightly higher price to prevent brands from substituting cotton with synthetic fibres in their childrens’ jeans.


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