2023 Projected Spending
STRUGGLES GROW WITH AGE
Will wear what I purchase Feels strongly about clothing
2-5yo 6-9yo 10-13yo
E-commerce is an essential
channel for parents and their
children to browse and buy
Parents and children negotiate
clothing purchases, as they
balance differing views on style
In the end parents want their
children to be comfortable in
their clothing, and rate cotton
highest in comfort.
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.
ALLOW THEIR CHILDREN
TO INFLUENCE CLOTHING
RETAIL CHANNELS FOR
Shop online channels of traditionally
(department stores, mass merchants, etc.)
CLOTHING IN PHYSICAL
Use online sources to gather childrenswear inspiration
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.
Percentage of parents who say child’s dress is a reflection on themselves
PARENTS’ IMAGE AT STAKE
TOP RATED ATTRIBUTES
Percentage who say factor is very important
Percentage who associate cotton clothing with factor
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.