Table of Contents
Introduction
-
- Definition
- Abbreviations
Executive Summary
-
-
- Figure 1: Best and worst case forecast UK sales of childrenswear, 2008-18
- Market factors
- Baby boom drives sales of infantswear
- Shift towards older wealthier families
- Rising childhood obesity
- Companies, brands and innovation
- Supermarkets grow share
- More fashion retailers enter kidswear market
- The consumer
- Where adults buy childrenswear
-
- Figure 2: Outlets from where children’s clothing or babywear bought in the last 12 months, by in-store and online, September 2013
- Half of parents are mid-spenders
-
- Figure 3: Amount spent on childrenswear in the last 12 months, September 2013
- What childrenswear buyers look for
-
- Figure 4: What childrenswear buyers look for, September 2013
- Parents’ attitudes towards buying childrenswear
-
- Figure 5: Attitudes towards buying childrenswear/babywear, September 2013
- Parent’s attitudes towards schoolwear
-
- Figure 6: Attitudes towards buying schoolwear, September 2013
- How children get new clothes
-
- Figure 7: How children aged 10-14 get new clothes, by age group and gender, September 2013
- Children’s attitudes towards shopping for clothes
-
- Figure 8: Children’s attitudes towards shopping for clothes, September 2013
- What children look for when choosing clothes
-
- Figure 9: What children look for when choosing clothes, September 2013
- What we think
-
Issues and Insights
-
- The childrenswear market has seen growth, but it is a value-driven market
- The facts
- The implications
- Supermarkets are growing their influence
- The facts
- Implications
- While infantswear has seen the strongest growth, boyswear has struggled
- The facts
- The implications
- How can specialist childrenswear retailers fight back and encourage customers to trade up?
- The facts
- The implications
- What are the opportunities for engaging children more in the shopping process?
- The facts
- The implications
Trend Applications
-
- Trend: Make it Mine
- Trend: Life Hacking
- Mintel Futures Trend: Human
Market Drivers
-
- Key points
- Kids look to recommendations from friends
-
- Figure 10: Who or what influences children most when thinking about buying clothes and accessories, March 2013
- Parents are the first resort when kids want to buy
-
- Figure 11: What children do if they see a product they like, March 2013
- Almost half like trying new brands
-
- Figure 12: Attitudes towards shopping, March 2013
- Social networks used
-
- Figure 13: Social networks visited, April 2012
- 10% growth in primary school age children
-
- Figure 14: Growth rate of the UK child population by age group, 2008-13
- Current baby boom forecast to slow
-
- Figure 15: Total number of live births in the UK, 2003-12
- Shift towards older wealthier families
-
- Figure 16: Trends in the mean age of mothers at birth of their first child, England and Wales, 2000-2011
- Childhood obesity
- Standardised children’s clothes sizes
- Economy
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating
-
- Key points
- Expanding into childrenswear
- Collaborations
- New collections
- Collections celebrating the Royal Baby
- New childrenswear retail concepts
- Turning childrenswear into a lifestyle brand
- New campaigns
- Technology
Market Size and Forecast
-
- Key points
- Childrenswear grows by 3.8% in 2013
-
- Figure 17: Best and worst case forecast UK sales of childrenswear, 2008-18
- Baby boom helps infantswear
-
- Figure 18: UK sales of childrenswear by sector, 2008-13
- The future
- Market to rise 16% between 2013 and 2018
-
- Figure 19: UK sales of childrenswear at current prices, 2008-18
- Factors used in the forecast
Space Allocation Summary
-
- Allocation by Women, Men and Children
-
- Figure 20: Space allocation for women’s, men’s and childrenswear, September 2013
- Space allocations: detailed estimates
-
- Figure 21: Clothing retailers, detailed space allocation estimates for childrenswear, September 2013
- Figure 22: Non-specialist clothing retailers, detailed space allocation estimates for childrenswear, September 2013
Retail Product Mix
-
-
- Figure 23: Estimated sales by children’s products, for clothing retailers, 2012/13
- Figure 24: Estimated sales by children’s products, for non-specialist clothing retailers, 2012/13
- Estimated sales densities
-
- Figure 25: Estimated sales density by children’s products, for specialist clothing retailers, 2012/13
- Figure 26: Estimated sales density by children’s products, for non-specialist clothing retailers, 2012/13
-
Channels to Market
-
- Key points
- Supermarkets and clothing specialists gain ground
-
- Figure 27: UK sales of childrenswear, % share by outlet type, 2012
Companies and Products
-
- Specialist retailers
- Mothercare Plc
-
- Figure 28: Financial performance of Mothercare Plc, 2012 and 2013
- Supermarkets
- Tesco
- Asda
- Sainsbury’s
- Mid-market high street retailers:
- H&M (Hennes & Mauritz)
- New Look
- Gap
- Monsoon
- Marks & Spencer
- Value retailers
- Primark
- Matalan
- Department stores
- Debenhams
- John Lewis
Brand Communication and Promotion
-
- Key points
- Adspend on kidswear rose by 6% in 2012
-
- Figure 30: Main monitored advertising expenditure on childrenswear vs. total clothing advertising, 2009-13
- Supermarkets spend the most on ads
-
- Figure 31: Main monitored advertising expenditure on childrenswear, by top 15 advertisers, 2012
- H&M unveils ad in collaboration with UNICEF
- Burberry uses Beckham’s son
The Consumer – Where Adults Buy Childrenswear
-
- Key points
- What we asked
-
- Figure 32: Outlets from where children’s clothing or babywear bought in the last 12 months in-store and online, September 2013
- Supermarkets lead
-
- Figure 33: Demographics who have bought children’s clothing or babywear from Asda, Tesco and other supermarkets in the last 12 months in-store and online, September 2013
- Primark
- M&S loses share to Next
-
- Figure 34: Demographics who have bought children’s clothing or babywear from M&S and Next in the last 12 months in-store and online, September 2013
- Sports retailers grow in popularity
- Mothercare declines in popularity
- In-store/online split
-
- Figure 35: Outlets from where children’s clothing or babywear bought in the last 12 months, by in-store and online, September 2013
The Consumer – How Much They Spend on Childrenswear
-
- Key points
- What we asked
- Half of parents are mid spenders
-
- Figure 36: Amount spent on childrenswear in the last 12 months, September 2013
- Parents of kids aged 0-4 tend to be low spenders
-
- Figure 37: Amount spent on childrenswear in the last 12 months, by presence of children, September 2013
- How much they spend by where they shop
-
- Figure 38: Amount spent on childrenswear in the last 12 months, by where they buy childrenswear, September 2013
The Consumer – What Childrenswear Buyers Look For
-
- Key points
- What we asked
-
- Figure 39: What childrenswear buyers look for, September 2013
- Low price is a priority
- Comfort is the most important
- Fashionable clothing
- Parents of 0-4s like clothes with TV characters
- Parents with babies look for natural materials
- Royal baby has little long-term influence on kidswear market
- Further insight
The Consumer – Parent’s Attitudes towards Buying Childrenswear
-
- Key points
- What we asked
-
- Figure 40: Attitudes towards buying childrenswear/babywear, September 2013
- Issues with sizing
- In a value-driven market supermarkets stand out
- Second-hand clothes
- Branded clothes
- Unisex clothes
- Seasonality
- Shopping online
The Consumer – Parent’s Attitudes towards Schoolwear
-
- Key points
- What we asked
-
- Figure 41: Attitudes towards buying schoolwear, September 2013
- Primary school parents most value focused
- Secondary school parents buy from specialists
- A third of primary school parents buy new uniform every year
-
- Figure 42: Attitudes towards buying schoolwear, by presence of children, September 2013
- Demand for larger sizes
The Consumer – How Children Get New Clothes
-
- Key points
- What we asked
- Parents choose clothes for 7-9s
-
- Figure 43: How children aged 7-9 get new clothes, September 2013
- What we asked
- Majority of 10-14s choose own clothes
-
- Figure 44: How children aged 10-14 get new clothes, September 2013
- Age and gender are key factors
-
- Figure 45: How children aged 10-14 get new clothes, by age group and gender, September 2013
- What we asked
- 10-14s mostly shop with parents
-
- Figure 46: Who children go shopping for clothes with, September 2013
The Consumer – Children’s Attitudes towards Shopping for Clothes
-
- Key points
- What we asked
-
- Figure 47: Children’s attitudes towards shopping for clothes, September 2013
- Most kids like shopping with parents, since they are paying
- 13s and 14s choose where they shop
- Girls are more interested in clothes
- Searching online for fashion ideas
The Consumer - What Children Look for When Choosing Clothes
-
- Key points
- What we asked
-
- Figure 48: What children look for when choosing clothes, September 2013
- Interest in fashion trends rise with age
- Older children look for brands they like
- Influence of friends
- Both parents and kids look for comfort
The Consumer – Target Groups
-
-
- Figure 49: Childrenswear target groups, September 2013
- Low spenders (27%)
- Price focused shoppers (37%)
- Sell and swappers (19%)
- One eye on fashion (16%)
-
Appendix – Market Size and Forecast
-
-
- Figure 50: Best and worst case forecast UK sales of childrenswear, 2013-18
-
Appendix – The Consumer – Where Adults Buy Childrenswear
-
-
- Figure 51: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
-
- Figure 52: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
-
- Figure 53: Other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
-
- Figure 54: Least popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
-
- Figure 55: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
-
- Figure 56: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
-
- Figure 57: Other outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
-
- Figure 58: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
-
- Figure 59: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
-
- Figure 60: Other outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
-
- Figure 61: Least popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
-
Appendix – The Consumer – How Much They Spend on Childrenswear
-
-
- Figure 62: Most popular amount spent on childrenswear in the last 12 months, by demographics, September 2013
-
- Figure 63: Next most popular amount spent on childrenswear in the last 12 months, by demographics, September°2013
-
Appendix – The Consumer – What Childrenswear Buyers Look For
-
-
- Figure 64: Most popular what childrenswear buyers look for, by demographics, September 2013
-
- Figure 65: Next most popular what childrenswear buyers look for, by demographics, September 2013
-
- Figure 66: Other what childrenswear buyers look for, by demographics, September 2013
-
- Figure 67: What childrenswear buyers look for, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
-
- Figure 68: What childrenswear buyers look for, by other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
-
Appendix – The Consumer – Parent’s Attitudes towards Buying Childrenswear
-
-
- Figure 69: Agreement with the statement ‘There are huge inconsistencies in children’s clothes sizes between retailers/brands’, by demographics, September 2013
-
- Figure 70: Agreement with the statement ‘Children grow so fast it is difficult to buy clothes in advance of the season’, by demographics, September 2013
-
- Figure 71: Agreement with the statement ‘Supermarkets are the most affordable places to buy childrenswear’, by demographics, September 2013
-
- Figure 72: Agreement with the statement ‘Hand-me-downs or second-hand clothes are a great way of spending less on childrenswear’, by demographics, September 2013
-
- Figure 73: Agreement with the statement ‘Children grow so fast it is not worth spending a lot of money on their clothes’, by demographics, September 2013
-
- Figure 74: Agreement with the statement ‘Children’s clothes should not mirror adult fashion’, by demographics, September 2013
-
- Figure 75: Agreement with the statement ‘Unseasonal weather makes buying children’s clothes difficult’, by demographics, September 2013
-
- Figure 76: Agreement with the statement ‘I prefer to buy new clothes rather than second-hand clothes for my children’, by demographics, September 2013
-
- Figure 77: Agreement with the statement ‘Shopping for childrenswear online is more convenient than buying in-store’, by demographics, September 2013
-
- Figure 78: Agreement with the statement ‘Children’s clothes should be more unisex and less gender specific’, by demographics, September 2013
-
- Figure 79: Agreement with the statement ‘It is worth paying more for well-known branded children’s clothes’, by demographics, September 2013
-
- Figure 80: Agreement with the statement ‘Parenting blogs/online websites are a good way of finding the best places to shop for childrenswear’, by demographics, September 2013
-
- Figure 81: Attitudes towards buying childrenswear/babywear, by most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
-
- Figure 82: Attitudes towards buying childrenswear/babywear, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
-
- Figure 83: Attitudes towards buying childrenswear/babywear, by other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
-
Appendix – The Consumer – Parent’s Attitudes towards Schoolwear
-
-
- Figure 84: Most popular attitudes towards buying schoolwear, by demographics, September 2013
-
- Figure 85: Next most popular attitudes towards buying schoolwear, by demographics, September 2013
-
- Figure 86: Other attitudes towards buying schoolwear, by demographics, September 2013
-
Appendix – The Consumer – How Children Get New Clothes
-
-
- Figure 87: How children get new clothes, by demographics, September 2013
-
- Figure 88: How children get new clothes, by demographics, September 2013
-
- Figure 89: Who children go shopping for clothes with, by demographics, September 2013
-
Appendix – The Consumer - Children’s Attitudes towards Shopping for Clothes
-
-
- Figure 90: Most popular children's attitudes towards shopping for clothes, by demographics, September 2013
-
- Figure 91: Next most popular children's attitudes towards shopping for clothes, by demographics, September°2013
-
Appendix – The Consumer – What Children Look For When Choosing Clothes
-
-
- Figure 92: Most popular what children look for when choosing clothing, by demographics, September 2013
-
- Figure 93: Next most popular what children look for when choosing clothing, by demographics, September 2013
-
Appendix – The Consumer – Target Groups
-
-
- Figure 94: Outlets from where children’s clothing or babywear bought in the last 12 months, by target groups, September 2013
-
- Figure 95: Amount spent on childrenswear in the last 12 months, by target groups, September 2013
-
- Figure 96: What childrenswear buyers look for, by target groups, September 2013
-
- Figure 97: Attitudes towards buying childrenswear/babywear, by target groups, September 2013
-
Back to top