$44
+20%
N. AMERICA
$97
+72%
ASIA
$5
+23%
EUROPE
$20
+36%
MIDDLE EAST
& AFRICA
$3
+30%
AUSTRALIA
$17
+40%
LATIN
AMERICA
(LATAM)
*
2023 Projected Spending
in Billions
(Growth)
WORLD
$70
+36%
STRUGGLES GROW WITH AGE
Will wear what I purchase Feels strongly about clothing
2-5yo 6-9yo 10-13yo
71%
69%
65%
81%
88%
57%
KEY INSIGHTS
E-commerce is an essential
channel for parents and their
children to browse and buy
clothing.
Parents and children negotiate
clothing purchases, as they
balance differing views on style
and function.
In the end parents want their
children to be comfortable in
their clothing, and rate cotton
highest in comfort.
SUPPLY
CHAIN
INSIGHTS
COTTON INCORPORATED’S
CHILDRENSWEAR
he global market for childrenswear is projected to reach $239 billion by 2023.
The five-year growth of 40% in childrenswear outpaces growth in overall
apparel, projected at 27% from 2018-2023. Markets in Asia will see the largest
growth, as parents purchase fashionable clothing for their children. In addition to
these in-store experiences, online tools allow children and their parents to browse
and buy clothing together.
T
ALLOW THEIR CHILDREN
TO INFLUENCE CLOTHING
PURCHASES
ASSOCIATE
COTTON CLOTHING
WITH COMFORT
50%
PURCHASE
CHILDRENSWEAR
ONLINE
86%
75%
2018-2023
*
RETAIL CHANNELS FOR
CHILDREN’S CLOTHING
ASIA
79%
72%
70%
65%
LATAM
EUROPE
U.S.
Shop online channels of traditionally
brick-and-mortar stores
(department stores, mass merchants, etc.)
GLOBAL CONSUMERS
WHO PURCHASE
CLOTHING IN PHYSICAL
STORES
96%
Use online sources to gather childrenswear inspiration
ASIA
83%
LATAM
74%
EUROPE
52%
U.S.
52%
SHOPPING JOURNEY
he childrenswear shopping journey is marked by negotiation between parent
and child, especially as children age and develop a growing sense of personal
style. Beyond these struggles, parents look for clothes that will be
comfortable for their children and will last – and they rate cotton highest in these
attributes. Brands and retailers can help parents by providing comfortable
childrenswear for their opinionated kids.
T
91%ASIA
U.S.
80%
75%
LATAM
EUROPE
71%
Percentage of parents who say child’s dress is a reflection on themselves
PARENTS’ IMAGE AT STAKE
INDUSTRY OUTLOOK
85%
Comfortable
84%
Fits
83%
Not Itchy
76%
Soft
76%
Durable
TOP RATED ATTRIBUTES
Percentage who say factor is very important
COTTON PERFORMS
Percentage who associate cotton clothing with factor
75%
Comfortable
74%
Soft
65%
Fits
51%
Durable
Source: Cotton Council International and Cotton Incorporated’s 2019 Global
Childrenswear Study. Approximately 8,000 consumers from 8 countries were surveyed.
Countries included Brazil, China, France, Germany, India, Mexico, the U.K., and the U.S.
Additional Sources: Euromonitor International ©2019 Cotton Incorporated.