Private label is leading the pack when it comes to kids’ activewear apparel, according to new data from analytics firm The NPD Group.
From January through October of 2021, based on NPD Retail Tracking data, private brands accounted for just under 30% of boys’ activewear sales but dominated nearly 60% of the girls’ activewear business. Overall, the kids’ activewear has outperformed adult activewear sales by 34% this year.
“The fact that the private label category captures over half of the girls’ activewear business, similar to the women’s activewear market, illustrates that the major athletic brands continue to fail the female consumer,” said Matt Powell, sports industry advisory at NPD. “There is a massive opportunity for brands to create compelling products for females of all ages.”