Childrenwear Market Shows Signs of Recovery

Notwithstanding that the Japanese kidswear market has been soft till recently, marred by low birth-rate and price deflation resulting in constricted market, the $ 8 billion market has shown signs of recovery, with high-end childrenswear selling very well if it is branded (preferred brands : GAP, Baby Dior, Burberry's, Disney) and/or of high quality of material and has cute and cutting edge designs with light pastel colours.

The kidswear market has both the segments of inexpensive and high-end. Parents are generally buying kidswear, who prefer basic items. Quality of material comes before price. Toddler category is most promising.

The number of domestic suppliers is indeed small - 10 to be precise, whose annual sales are no more than Yen 10 billion or $ 93.5 million in 1999; though lately even these have not been doing well.

Speciality mass merchandisers are very active and low priced speciality shops are expected to continue doing well. Retailers are looking for new suppliers of unique and attractive children'swear. Retailers also go abroad to find new products. During 1999, Japan imported kidswear worth $ 4.31 billion, with China claiming 78.6% of the market share.