With the return of in-person learning and sports activities this year, the children’s sportswear market has outperformed the adult market in the United States. Group.
âThe reopening of schools and the restart of athletic activities gave new impetus to the children’s sportswear business this year, making children’s products the stars of sportswear for the third quarter,â said Matt Powell , Sports Industry Advisor at NPD. “The return to more social activities will only add to the strength of the market during the holiday season this year and into 2022.”
Private label retailers collectively dominated sales in the children’s sportswear market from January through October, based on NPD Retail Tracking data. Private labels accounted for just under 30 percent of boys ‘sportswear sales, but dominated nearly 60 percent of girls’ sportswear sales. Aside from private labels, Nike, Adidas, and Under Armor were the top brands in children’s sportswear by revenue; however, all lost market share or remained stable compared to last year. In contrast, market share increased for Champion, Jordan, Reebok and other smaller brands.
Girls’ sportswear revenue, up to October 2021, was about 45% lower than boys’ sportswear, although sales grew faster for girls’ products. In the largest sportswear categories, shorts and sweatshirts were the fastest growing product categories for girls, while t-shirts and sweatshirts dominated sales in the market. boys segment.
âThe fact that the private label category captures more than half of the girls’ sportswear market, like the women’s sportswear market, shows that the big sports brands continue to let the consumer down. Powell said. âThere is a huge opportunity for brands to create compelling products for women of all ages. “
Lenise Willis, editor-in-chief; Anne-Marie Earl, editor-in-chief; and Alex Herring, editor; make up the editorial team of Gifts & Decorative Accessories. The team keeps abreast of the latest product trends, market debuts, consumer information and business news to keep retailers up to date with what’s happening in the gift industry. With reports from the GDA team, retailers are able to increase customer engagement, diversify their product line and more.