Children"s clothing market requires local production

Children's clothing belongs to the category of goods, where demand begins to depend on the quality of products. If until 2010 almost all buyers focused on cheapness, now consumers attach importance to convenience and practicality of children's clothing. Fabric and Fashion (parents love it when their child painted in the jackets from Folli Follie, Zara, Guess, H & M and Puma) also plays an important role in the selection.

On the background of parental responsibility is an alarming fact governmental irresponsibility in this matter. State Statistics Committee and the State Customs Committee does not publish data on the production and import of these products , and the State Service for Antimonopoly Policy and Consumer Protection under the Ministry of Economy and Industry rarely conducts raids quality , preferring raids on food stores.

The latter fact mislead consumers of children's clothing was revealed last summer (was punished specialty shop Bücürük in Yasamal district belonging to the local representation of the Turkish company Tekhan Gida Giyim Hayvancılık Turizm Sanayi və Ticarət Anonim). However, it concerned unfair advertising, but not bad quality. In fact, in all outlets galore clothes dangerous to baby health with logos of Chinese consumer goods brands. Commodities, even at first glance do not meet the safety requirements, "chemistry" causes a negative skin reaction, there is no correspondence between the actual composition of the tissue and the information provided on the labels of products. Most of the products differs unstable colors, which also testifies to the "left" nature of clothing.

"The market of children's clothing and linen covers approximately 32 % of the population ( 3.04 million children aged 0 to 15 years from 9.5 million on April 1, 2014 )," said chairman of the Center for Economic Research Ghalib Togrul . From the results of monitoring conducted by the organization shows that the share of children's clothing buyers has increased due to the increasing number of women of childbearing age . Another reason for the positive dynamics of the market - the growth of the money supply at the hands of buyers, although prices are rising faster than revenues. Of great importance is the fact that almost all parents last 8 years, investing heavily in their offspring, including their food , education and health.

Annual turnover of the total market for children's products (services do not count) , according to experts , is in the range of $ 800 million, an increment annually by 17-18 %. Half of the turnover comes from imports and partly local production . Industry of the country is not yet able to dress and dress younger generation - about half of imports accounted for by not the best Chinese manufacturers, another (better quality) half is distributed between Turkey and the EU.

Experts note the large selection of products that does not mean a qualitative shift - by the world's best brands hiding underground and shady business momentum. According to them , the main factors that increase the demand for children's clothing, is the growth of the money supply , a large gap between the requested and the actual price of the product , as well as the differentiation of goods by value and volume for different groups of consumers with targeted advertising on television.

While the greatest demand (70 %) use the low price segment things further (25%) is the middle segment at par money, the least (5 %) children dress in the luxury segment. Very popular denim clothing - up to 50 % of all products sold.

After the shopping centers Bina and Sederek, where outfit not only locals, but also traders from the republics of the North Caucasus in Baku, among the middle class the most popular retail chain is Mothercare Azerbaijan with 5 stores (http://www.endirimler.az/cataloque/ new_clothes_baby, 641/lang, ru). The British manufacturer of high-quality clothing is relatively inexpensive. There is no linen for $ 5, but no more than $ 150.

Another feature - every year the Turkish goods get cheaper by reducing the cost, displacing Chinese products. Azerbaijani representatives of these companies distribute all capital goods outlets , including " crush " and food markets and even large regional stores .

Expensive price segment and is at least 5 % of total turnover , but for the last 3 years has grown by half with a tendency to further development. According Togrul , it makes no sense to lure buyers premium apparel promotions - they have their own stores in the city center , where they outfit item with known logos , unlike the low-income buyers who are interested in the price. In the middle segment of the buyer carefully weighing value for money .

Often the dynamics of sales depends on whether the shop in a separate building or located in shopping malls . If earlier stores attracted little consumers toys on display , now experienced managers design and form trade halls showcase " in Turkey ", organized special play area with swings, toy railroad.

And finally - according to the State Statistics Committee in 2012, sold in retail knitwear for the amount of 417,586,000 , clothing, including underwear - 1596661600 , other clothes - 318.12 million manat . Figures for 2013 have not been published, but according to experts, it is still 15% to the resulting amount in absolute terms. Government should be to respond to three billion’s turnover in manufacturing facilities at an industrial level. - 17D-