Table of Contents
Issues in the Market
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- Main themes
- Definition
Future Opportunities
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- It’s not a shopping trip: it’s a field trip!
- It’s a skirt… but so much more!
Market in Brief
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- Childrenswear sees modest growth
- Who buys childrenswear?
- Supermarkets are the clear leaders
- Primark less popular, but Peacocks gains
- Fewer people shop at baby stores
- Caution hangs in the air
- Young families shop in less expensive stores
- People cut back on childrenswear gifts
- Half think childrenswear is overpriced
- Rise in people buying sizes to grow into
- Potential to make shopping more enjoyable
- Children’s clothes too grown up
- Parents put choice and quality above price
- Parents cut back on their own clothes, but not on children’s
- Parents choose where they shop
- The future
Internal Market Environment
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- Key points
- Young girls want to be fashionable
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- Figure 1: Agreement with statements on fashion and appearance, aged 7-14, by gender, 2010
- Older kids choose their own clothes
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- Figure 2: Who chooses clothes worn by children, 2008-10
- Girls are the biggest spenders
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- Figure 3: Money spent on clothing – 11-14-year-olds, by gender, 2010
- Childhood obesity – the scale of it
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- Figure 4: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
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- Figure 5: projected levels of overweight and obese children in the UK, by age and gender, 2020
- Impact of deflation
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- Figure 6: Implied price deflator, clothing, quarter on quarter percentage change, Q1 2005-Q3 2010
- Zero rate VAT kept for childrenswear
- Crackdown on too sexy kidswear
Broader Market Environment
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- Key points
- Rise in younger kids, but fall in 10-14s
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- Figure 7: trends in the number of children, by age group, 2005-15
- Number of children per family
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- Figure 8: Trends in number of UK households, by size, 2005-15
- One parent families
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- Figure 9: Dependent children, by family type, Great Britain, 1972-2007
- Rise in ABs is good news
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- Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
- Employment prospects are positive
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- Figure 11: Employment and unemployment, by gender, 2005-15
- Consumer expenditure uncertain
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- Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
Strengths and Weaknesses in the Market
Who’s Innovating?
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- Key points
- Designers go miniature
- High street focuses on childrenswear
- Famous mini-me’s
- Expanding specialists
Competitive Context
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- Key points
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- Figure 13: Performance of childrenswear market compared to women’ and men’s outerwear, 2005-10
- Womenswear holds up better than childrenswear
Market Size and Forecast
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- Key points
- Childrenswear sees modest growth
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- Figure 14: UK retail value sales of childrenswear, at current and constant prices, 2005-15
- Infantswear outperforms girls and boyswear
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- Figure 15: UK retail sales of childrenswear, by sector, 2005-15
- Schoolwear market suffers fall in sales
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- Figure 16: UK retail value sales of childrenswear and schoolwear, 2005-15
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- Figure 17: Forecast sales of childrenswear, at current prices, 2005-15
- Forecast methodology
Retail Competitor Analysis/Market share
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- Key points
- Supermarkets, value retailers and clothing multiples grow share
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- Figure 18: UK retail value sales of childrenswear, % share, by outlet type, 2005-10
- Next retains the lead
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- Figure 19: UK retail value sales of childrenswear, % share, by retailer, 2005-10
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- Figure 20: leading childrenswear retailers, key data, January 2011
Retailer Profiles
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- Major players
- H&M
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- Figure 21: H&M (Hennes & Mauritz): UK financial performance, 2008-09
- New Look
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- Figure 22: New Look Group Plc: group financial performance, 2009-10
- Mothercare
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- Figure 23: Mothercare plc: group financial performance, 2009-10
- Matalan
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- Figure 24: Matalan Ltd: group financial performance, 2009-10
- Primark
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- Figure 25: Primark Stores Ltd: group financial performance, 2008-09
- babyGap and GapKids
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- Figure 26: Gap (Europe): group financial performance, 2009-10
- Next Group
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- Figure 27: Next Group: Group financial performance, 2009-10
- Sainsbury’s
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- Figure 28: Sainsbury’s Supermarkets, financial performance, 2009-10
- Marks & Spencer (M&S)
- Debenhams
- Bhs
- Asda
- Tesco
Brand Communication and Promotion
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- Key points
- Childrenswear adspend recovers
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- Figure 29: Main media advertising spend on childrenswear, 2006-10
- Figure 30: Childrenswear versus total clothing advertising, 2006-10
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- Figure 31: Adspend on childrenswear, by company, 2009
- Supermarkets main spenders
- M&S invests heavily
- Matalan halves spend
- Designers maintain adspend
Consumer – Who Buys Childrenswear
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- Key points
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- Figure 32: Children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 33: Children's clothing or babywear bought in the last 12 months by gender, age group and children’s age, November 2010
- Women twice as likely to buy childrenswear
- Parents with young children most likely to buy
- Rise in consumers cutting back in 2010
Consumer – Where Childrenswear is Bought
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- Key points
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- Figure 34: Outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 35: Shopper base of leading childrenswear retailers, by age and affluence, November 2010
- Supermarkets are the clear leaders
- Primark less popular, but Peacocks gains
- Fewer people shop at baby stores
- Debenhams draws high spenders
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- Figure 36: Type of outlet where children’s clothing or babywear were bought in the last 12 months, 2009-10
- M&S renews focus on childrenswear
- Next popular among 25-44s
- Sports shops attract older consumers
- Internet
- Boom in fashionable kidswear on the high street
- Independents
Consumer – Shopping Habits in 2010 Compared To 2009
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- Key points
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- Figure 37: Childrenswear shopping habits, November 2010
- Caution hangs in the air
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- Figure 38: Childrenswear shopping habits by socio-economic group and children’s age, November 2010
- Young families shop in less expensive stores
- Trading down
- Increase in use of promotions
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- Figure 39: Childrenswear shopping habits by gender and children’s age, November 2010
- People cut back on childrenswear
- ABs have not changed their shopping habits
Consumer – Attitudes Towards Buying Childrenswear
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- Key points
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- Figure 40: Statements on children’s/baby clothes shopping, November 2010
- Half think childrenswear is overpriced
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- Figure 41: Statements on children's/baby clothes shopping, by age group socio-economic group and daily internet usage, November 2010
- Rise in people buying sizes to grow into
- Potential to make shopping more enjoyable
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- Figure 42: Statements on children's/baby clothes shopping, by gender and children’s age, November 2010
- Children’s clothes too grown up
- Young like cartoons, while older kids prefer sports brands
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- Figure 43: Statements on children's/baby clothes shopping, by age group and children’s age, November 2010
- Parents with older kids prefer sports brands
Consumer – Attitudes Towards Buying Clothes for Their Own Children
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- Key points
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- Figure 44: Attitudes towards children’s/baby clothes shopping, November 2010
- Parents put choice and quality above price
- Parents cut back on their own clothes, but not on children’s
- Supermarkets are convenient
- Parents choose where they shop
- Few rely on hand-me-downs
Consumer – Target Groups
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- Key points
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- Figure 45: Statements on children's/baby clothes shopping by target groups, November 2010
- Cautious Shopper (18%)
- Apathetic (57%)
- Price Conscious (26%)
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- Figure 46: Childrenswear shopping habits, by target groups, November 2010
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- Figure 47: Statements on children’s/baby clothes shopping, by target groups, November 2010
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- Figure 48: Outlets from where children’s clothing or babywear bought in the last 12 months, by target groups, November 2010
Appendix – Consumer – Who Buys Childrenswear
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- Figure 49: Children’s clothing or babywear bought in last the 12 months, by demographics, November 2010
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Appendix – Consumer – Where Childrenswear is Bought
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- Figure 50: Most popular outlets from where children’s clothing or babywear bought in the last 12 months, by demographics, November 2010
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- Figure 51: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months, by demographics, November 2010
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- Figure 52: Other outlets from where children’s clothing or babywear bought in the last 12 months, by demographics, November 2010
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- Figure 53: Childrenswear shopping habits, by most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 54: Childrenswear shopping habits, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 55: Childrenswear shopping habits, by other outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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Appendix – Consumer – Shopping Habits in 2010 Compared To 2009
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- Figure 56: Most popular childrenswear shopping habits, by demographics, November 2010
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- Figure 57: Next most popular childrenswear shopping habits, by demographics, November 2010
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- Figure 58: Childrenswear shopping habits by most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 59: Childrenswear shopping habits, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 60: Childrenswear shopping habits, by other outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 61: Statements on children’s/baby clothes shopping, by most popular shopping habits, November 2010
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- Figure 62: Statements on children’s/baby clothes shopping, by next most popular shopping habits, November 2010
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Appendix – Consumer – Attitudes Towards Buying Childrenswear
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- Figure 63: Statements on children’s/baby clothes shopping, by demographics, November 2010
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Appendix – Consumer – Attitudes Towards Buying Clothes for Their Own Children
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- Figure 64: Agreement with statement “Price is the most important factor when I shop for children’s clothes”, by demographics, November 2010
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- Figure 65: Agreement with statement “I look for quality clothing that will last”, by demographics, November 2010
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- Figure 66: Agreement with statement “I like to shop where there is a wide choice of products/brands”, by demographics, November 2010
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- Figure 67: Agreement with statement “Adverts for children’s ranges encourage me to visit a particular store”, by demographics, November 2010
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- Figure 68: Agreement with statement “I buy children’s clothes from catalogues”, by demographics, November 2010
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- Figure 69: Agreement with statement “I buy children’s clothes when I’m at the supermarket because it is convenient”, by demographics, November 2010
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- Figure 70: Agreement with statement “I choose where we shop for my child’s clothes”, by demographics, November 2010
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- Figure 71: Agreement with statement “I let my child choose which shops to buy clothes from”, by demographics, November 2010
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- Figure 72: Agreement with statement “I usually take my child/children with me when shopping”, by demographics, November 2010
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- Figure 73: Agreement with statement “I haven’t cut back on buying clothes for my children, but have for myself”, by demographics, November 2010
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- Figure 74: Statements on children’s/baby clothes shopping, by most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 75: Statements on children’s/baby clothes shopping, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 76: Statements on children’s/baby clothes shopping, by other outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
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- Figure 77: Statements on children’s/baby clothes shopping, by most popular shopping habits, November 2010
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- Figure 78: Statements on children’s/baby clothes shopping, by next most popular shopping habits, November 2010
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- Figure 79: Target groups, by demographics, November 2010
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