COMPETITIVE LANDSCAPE
Mass-market players lead childrenswear with strategic pricing
Childrenswear in the US is more concentrated than menswear and womenswear. In 2025, Carter's Inc, The Gap Inc (Old Navy), and Walmart Inc with its private label collectively held a 21% retail value share.
Emerging brands adapt to US consumer preferences with localisation
MORI's US localisation strategy is a key part of its 10-year growth plan, aiming to make the US its largest market. The brand is expanding retail partnerships with major US retailers like Nordstrom and Neiman Marcus, and adapting its product offerings to better suit US consumer preferences.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- 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 USA?
- Where is future growth expected to be most dynamic?
Childrenswear in the US - Category analysis
KEY DATA FINDINGS
Resilience despite economic uncertainties, with parents looking for affordability
Economic uncertainty and tariffs constrain the value growth rate
Resale and rental gains traction, hampering growth in primary sales
Market polarisation drives trading down for many, and new product launches
Baby and toddler wear will have to contend with the falling birth rate
Sustainability, affordability, and collaborations will play important roles in decision-making
Inclusivity and adaptability expected to become essential in childrenswear
Mass-market players lead childrenswear with strategic pricing
Emerging brands adapt to US consumer preferences with localisation
Offline retail maintains its lead, with hypermarkets and supermarkets offering value
Retail e-commerce remains important, with omnichannel retailing becoming essential
Apparel and Footwear in the US - Industry Overview
Apparel and footwear sees subdued growth in 2025, with stronger increase anticipated
Growth continues, although this is minimal due to economic and tariff challenges
Resale and rental trend reshapes consumer behaviour
Tariff volatility prompts response from manufacturers
AI set to drive innovation and higher growth in apparel and footwear in the US
Resale and rental trend expected to reshape US consumer behaviour
Sustainability and social media will impact future growth
Top brands maintain their lead due to brand recognition, adaptation, and distribution
Market polarisation sees luxury resilience alongside the quest for value
Mergers and acquisitions reshape the competitive landscape
Offline retail remains dominant, with consumers valuing tactile experiences
E-commerce maintains a significant presence with AI-driven growth
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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