Despite constant concerns about the European crisis having a negative impact in children’s wear sales for 2012, children’s wear brands are fighting back to keep their place in the market as we will see during next week Pitti Bimbo 75 edition.This children’s wear fair held in Florence, Italy is expected to present around 500 different children’s wear brands, with a 39%of brands collections coming from different countries. For companies specialized in this target market it’s an investment to present their collections during this exhibition, there are at least 11,000 calculated visitors to be attending.
During January Pitti Bimbo’s edition speculations were about the risk for 2012 year performance of the market, and different exhibitors were betting to expand their brands in different countries. Those brands with European origins were heading their strategy to seattle their business on BRIC countries, and according to this years exhibitors participations it seems like they have found a good opportunities in those countries.
First time exhibitors and some coming back to exhibition such as Cruciani, Jottum, Unlimited , Stillini , Gaudi, Fiat500 , Ducati ,Fiorucci , 813 and Come nelle Favole are being named on the news about Pitti.
Directors from different recognized brands were ask about their brand's performance in the global market, and it can be seen that predictions were right about shooting for the BRIC countries. Marni’s director said that they were expecting to seal deals with buyers from Southamerica, mainly Brazil. For the Italian brand Moschinorepresentative said that 60% of it’s business happens out of Italy mainly in the Middle East and in Russia, but they are planning to have a strong focus in China.
No wonder why this brands are targeting this countries, in a market research published in 2011 it said that for countries which are called Advanced Emerging Markets (Brazil, Hungary, Mexico, Poland, South Africa and Taiwan) the expectations are forecasting a value of $13,117.3 million in 2014, with a CAGR of 4.2% over the period of 2009-14. From this list of countries Brazil holds the major share in children’s wear industry with the 57.3% of the market in 2009.
On the other hand another Italian brand, Missoni Kids its targeting successfully the United Kingdom, Italy and the United States, and similar to many others brand's strategy is looking forward to expand in China's market.
Children’s wear brands are not wrong when focusing on China, the National Garment Association from this country is predicting this market will be worth $15.88 billion, by the end of 2012, and that growth will continue over the next 10 years. One example of big revenues in this market is last year’s gained revenue from Nike’s children’s wear of 1 billion yuan according to the children’s wear manufacturer GoodBabyCo Ltd. who has a partnership with Nike in China.
Desigual the Spanish colorful brand said that right now their target market success is happening in Japan, while they are expanding in Dubai and Kuwait, in a different direction is I Pinco Pallino who is targeting its growth to the United States Market.
The United States is a market with a growing expectation to lead the Children’s wear industry according to the Global Group of Eight Industry Guide, a report covering the data from United States, Canada, Germany, France, United Kingdom, Italy, Russia and Japan. The total contribution from this group of countries to the global children’s wear industry in 2011 was $115,824.8 million. The growing expectation for the US Market is that of $65,846 million in 2016.
With these forecasts, it is expected for Pitti Bimbo many big and consistent orders from international buyers others than European leading countries by the end of the fair.