Development in medical science have significantly lowered infant mortality rates, thereby bolstering product consumption. For instance, the United Nations Department of Economic and Social Affairs 2019 World Mortality Report indicates a 54% decrease in infant mortality from 1994 to 2019, estimating around 28 infant deaths per 1,000 live births under the age of one in 2019 compared to approximately 61 in 1994.
Access to more fashionable products supports market growth. Increasing availability of clothing and accessories, coupled with developing retail infrastructure in emerging economies, is accelerating market expansion. For example, in March 2019, PT Matahari Department Store Tbk announced a partnership with OVS, one of Italy's leading apparel companies that also offers baby clothing. Through this collaboration, Matahari stores became the exclusive distributors of OVS products in Indonesia, expanding their product range.
Furthermore, the rising purchasing power of professional women is driving demand for premium infant apparel. Social media challenges like mother-baby fashion coordination and the growing trend of baby photoshoots further increase the demand for stylish baby clothing in the new era. Additionally, factors such as increasing global consumer demand for branded baby clothing, changing lifestyles, and rising disposable incomes contribute to the growth of the baby clothing market.
The rise of manufacturers leveraging social media marketing as a key strategy to attract large numbers of consumers in the short term is noteworthy. The widespread use of fashion-forward baby clothing in both offline and online sales channels (such as Amazon, Flipkart, FirstCry, etc.) will further drive market growth. Moreover, attractive discounts and increasing availability of discounts on e-commerce websites further encourage consumer adoption of online shopping. Fashionable baby clothing made from natural organic materials like organic cotton and hemp is readily accessible, further propelling market growth.
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