How to Research Your Competitors Without Feeling Intimidated

Seeing other kidswear brands out there can feel overwhelming. Maybe you’ve thought, “Someone already did it, so what’s the point?” But here’s the truth: competitors don’t mean you’re late. They mean there’s a market—and that’s great news for you.

Researching your competitors isn’t about copying them—it’s about learning from them. Competitor research helps you:

• Spot gaps: What’s missing in the market that you could fill?

• See what works: Notice what customers respond to.

• Learn from mistakes: Avoid the pitfalls other brands have fallen into.

The more you know about the kidswear market, the smarter your decisions will be.

When researching competitors in kidswear, pay attention to these areas:

• Pricing: Where do they sit—budget, mid-range, or premium?

• Aesthetics: What design styles are they known for?

• Positioning: How do they present themselves—eco-conscious, trendy, playful, luxury?

• Values: What do they stand for, and how do they communicate it?

This isn’t about comparison—it’s about clarity. Understanding their choices helps you decide what’s right for your brand.

Here’s where many new founders get stuck: they compare themselves so harshly that they feel paralyzed. Remember—your competitors have been at this longer. You’re seeing their highlight reel, not their messy beginnings.

Your brand is unique because you are unique. You don’t need to be the cheapest, trendiest, or biggest. You just need to be authentic, intentional, and focused on your customer.

Don’t overcomplicate it. Start by listing 3–5 kidswear competitors that inspire you or catch your eye. Note what you like, what you don’t, and what feels missing. That’s it.

From there, you’ll start to see patterns—and opportunities.

I'm working on Part 2 of the Kidswear Brand Foundation Series and it's all about market research, kidswear niches, finding your ideal, and more! Make sure you don't miss the launch and be the first to get notified!