COMPETITIVE LANDSCAPE
Shein and Uniqlo drive competitive dynamics
In 2025, the Malaysian childrenswear market witnessed a notable shift as Shein surpassed traditional retailer brands to claim the joint top position with Uniqlo, holding a 3% value share. Shein’s success can be attributed to its fast-fashion business model, strong online presence, and ability to swiftly adapt to evolving consumer preferences, making it particularly popular among digitally savvy parents seeking trendy yet affordable options.
New entrants leverage cultural relevance and sustainability
Emerging companies like Poplook and Anakku also performed well in 2025 by leveraging digital marketing, influencer collaborations, sustainable and culturally relevant product offerings. Anakku specialises in eco-friendly and safe baby products.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Childrenswear industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Childrenswear in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Childrenswear in Malaysia?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Childrenswear in Malaysia?
- Where is future growth expected to be most dynamic?
Childrenswear in Malaysia - Category analysis
KEY DATA FINDINGS
Polarised market performance amid economic fluctuations and distribution channel shifts
Fluctuating economic environment leads to market polarisation
Sustainability and inclusivity drive consumer demand for eco-friendly and gender-neutral designs
Direct-to-consumer and digital-first gain traction
Online presence, cultural relevance and sustainability will be key to connecting with digital-native parents
Price pressure likely to persist due to market polarisation
Shein and Uniqlo drive competitive dynamics
New entrants leverage cultural relevance and sustainability
Traditional stores continue to lead, but e-commerce is gaining ground
Poney cashes in on market polarisation
Apparel and Footwear in Malaysia - Industry Overview
Sustainability, tech innovation and digitisation aid leading brands
Strong growth due to rising incomes and growing middle class
Sustainability drives design innovation and incorporation of eco-friendly and alternative materials
Resale and rental begin to change how consumers shop
Sustainability and tech innovation to influence design
Immersive shopping experiences
Leading brands maintain their positions through innovation and sustainability
Mergers and acquisitions reshape competitive dynamics
Emerging players leverage sustainability and inclusivity
Offline retail leads with strong brand presence
E-commerce will continue to grow and drive consumer demand
Saloman Open Concept Store is one to watch
Tech-savvy brands drive functional and sustainable designs
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Childrenswear
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Childrenswear research and analysis database.
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