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Childrenswear in Thailand saw moderate current value growth of 6% in 2010. Girls' clothing remained the largest category in 2010, as parents of girls show a continued willingness to dress them attractively. Baby and toddler wear saw the highest current value growth of 7% in 2010. The unit price of childrenswear saw a slight increase. ICC International PCL leads with a 51% value share, due to its strong brand portfolio, including Enfant, Little Wacoal and Absorba. Childrenswear is expected to post a constant value CAGR of 4% over the forecast period.
Girls' clothing is the largest category because parents like to dress up their daughters. At the same time, girls tend to be the influencer in buying their clothes. Colour, fashion and design are the three key points of new product development of clothing for girls. Major distribution channels for standard to premium brands are clothing and footwear specialist retailers and department stores.
Baby and toddler wear saw the highest current value growth in 2010, of 7%. A key reason for this strong growth is that baby and toddler wear has to be changed more often - on average every three months - as babies and toddlers grow bigger. Therefore, the turnover rate of clothing is high. First-time parents tend to buy a lot of clothes for their new-born baby and sometimes the clothes do not fit well on the baby. Also, parents have begun to show an increased preference for purchasing products of softer material to ensure the child's comfort. These products are more expensive, contributing to the strong performance of baby and toddler wear.
Childrenswear is highly fragmented, with many brands widely available. There are imported brands, such as Lee Kids and Gap Kids, as well as various local brands, like AIIZ, CPS Chaps and Ten & Co. Girls and boys tend not to be loyal to brands, and they choose clothing based on their preferences in design and follow friends, singers and film stars, or leave it up to their parents.
Gap Kids and Baby Gap were the latest multinational brands of childrenswear to be introduced in Thailand. The Minor Corp introduced the Gap brand in March 2010. The Minor Corp is one of the leading distributors of international brands of consumer and lifestyle products in Thailand. Its core businesses include fashion, cosmetics, golf equipment, education, wholesale, retail and direct marketing. The company's brands include Esprit, Bossini, Timberland and Red Earth.
Childrenswear is expected to see a constant value CAGR of 4% over the forecast period. Girls' clothing will remain the largest category in retail value and volume terms, as girls continue to prefer having a wide variety of clothes, while boys, babies and toddlers are less conscious of fashion or appearance. Baby and toddler wear is anticipated to register the highest constant value growth of 6%, given a fairly healthy birth rate of 13-14 babies per every 1,000 persons over the forecast period.
The birth rate in Thailand, while still healthy, is forecast to decline gradually from 14 babies per every 1,000 persons in 2010 to 13 babies per every 1,000 persons in 2015. Men and women, particularly urban dwellers, have higher education levels and more independence, therefore, they tend to stay single longer and are likely to have fewer children than in the past. As such, it is expected that parents will become more willing to spend on childrenswear for their children, resulting in good sales prospects for childrenswear players in the forecast period.
The Childrenswear in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2006-2010 and analysis by distribution format allowing you to identify the sectors driving growth. It identifies the leading companies, leading brands, and offers strategic analysis of key factors influencing the market. Forecasts to 2015 illustrate how the market is set to change.
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