“The childrenswear market is profiting from the shift towards smaller and wealthier families. More women are delaying motherhood until their thirties, when they are financially secure and better positioned to splash out on their new arrivals. Affluent AB parents have an affinity for high quality children’s clothing, encouraging premiumisation within the market. Retailers with higher price points need to emphasise the superior calibre of their childrenswear offering, and how these garments excel on comfort and durability, and hence are worthy of the initial investment.”

“The childrenswear market is profiting from the shift towards smaller and wealthier families. More women are delaying motherhood until their thirties, when they are financially secure and better positioned to splash out on their new arrivals. Affluent AB parents have an affinity for high quality children’s clothing, encouraging premiumisation within the market. Retailers with higher price points need to emphasise the superior calibre of their childrenswear offering, and how these garments excel on comfort and durability, and hence are worthy of the initial investment.”

– Emma Clifford, Fashion and Clothing Analyst

Some questions answered in the report include:

How much influence do supermarkets have in the childrenswear market?

How much influence do supermarkets have in the childrenswear market?

Who has the greatest say in what clothes are bought for children?

What influence does the internet have within the childrenswear sector?

How does what parents look for in clothing differ to what children look for?

Has children’s clothing become too grown-up?