"Childrenswear in Greece" now available at Fast Market Research

The economic climate in Greece remained highly unstable throughout 2015, especially after negotiations between the new Greek government and its creditors led to the imposition of capital controls during summer. As a result, consumer insecurity increased once again and Greek consumers returned to reducing expenditure in all areas of their lives. Within this unfavourable environment, spending on childrenswear dropped as well, with the category declined in both volume and value terms in 2015, although the shift towards cheaper items resulted in steeper declines being seen in current value sales than in volume sales.

Competitive Landscape

Benetton Hellas remained the leading player in childrenswear in Greece in 2015 with a 5% value share through its United Colors of Benetton brand. The company has recently focused on expanding the number of childrenswear outlets it operates in Greece. Retail outlets operated under the United Colors of Benetton brand enjoy rather high levels of consumer foot traffic due to its mid-priced positioning and frequent special offers, price discounts and seasonal sales as well as the high awareness of the brand among Greek consumers. The second ranked player in childrenswear in 2015 was H&M Hennes & Mauritz AE with a 4% value share, up one percentage point from 2014. H&M is perceived as being a fashionable and affordable option for childrenswear and the company’s retail chain has expanded in Greece since the onset of economic recession and further growth was recorded in 2015.

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Industry Prospects

Sales of childrenswear are not expected to recover substantially over the forecast period, with the category set to decline in each of volume and value at a CAGR of 1% in constant 2015 terms. Widespread financial insecurity and low levels of consumer confidence are set to be the main reasons for declining sales, driving both general demand for apparel and the birth rate downwards. Trends within childrenswear are set continue revolving around low prices and value-for-money options, while style trends are set to based more on casual clothing and comfort and the avoidance of extravagance.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Greece with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Greece market research report includes:

* Analysis of key supply-side and demand trends

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