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Childrenswear Retailing - UK - January 2008

ISSUES IN THE MARKET
Main themes:
Definitions
Abbreviations
INSIGHTS AND OPPORTUNITIES
MARKET IN BRIEF
Market volume growth
Tough trading conditions
Demographics unsupportive
Price versus value
Value retailers stealing share
Growth and expansion of the supermarkets
From birth and Barbie to brands
Fashion queens
It’s a gift
What’s the difference?
Does size matter?
Future prospects
FAST FORWARD TRENDS
Trend 1: Be Spontaneous
Definition
What next?
Trend 2: Cool Consumer
Definition
What next?
Trend 3: Persuasion Technology
Definition
INDUSTRY INSIGHT
Key points:
Solid sales despite bad weather
Prices may stay low but not everywhere
A place for quality
Innovation is a challenge
Kids increasingly make decisions
Kids’ opinions matter
Online is on its way
Declining birth-rates, what declining birth-rates?
Brands for boys
Getting more ethical
Saving the environment at a price
The future’s bright…
…but there are challenges
INTERNAL MARKET ENVIRONMENT
Changing distribution structure
Price wars
The cost of cheap prices
Figure 1: Consumers’ environmental and ethical issues, October 2006
Children’s choices
Figure 2: Shopping habits – boys aged 7-10, 2003-07
Figure 3: Shopping habits – girls aged 7-10, 2003-07
Figure 4: Shopping habits – boys aged 11-14, 2003-07
Figure 5: Shopping habits – girls aged 11-14, 2003-07
The trend for ‘Kidults’
Fashion influences
Brands matter
Figure 6: Top ten bestselling kidswear brands, by age groups, September 2007
Premium options
Self-treating
Figure 7: How they spend their money – 7-10-year-olds, by gender, 2007
Figure 8: Expenditure on clothes per week – 11-14-year-olds, by gender, 2007
Figure 9: Source of income and amount received per week – 7-10-year-olds, by gender, 2007
Figure 10: Source of income and amount received per week – 11-14-year-olds, by gender, 2007
Lack of differentiation
Lack of choice for some age groups
The size issue
BROADER MARKET ENVIRONMENT
Child numbers in decline
Figure 11: Trends in the number of children, by age breaks, 2002-12
The family – relatively less important?
Figure 12: Forecast adult population trends, by lifestage, 2002-12
Smaller families
One-parent families
Figure 13: Dependent children, by family type, 1997-2006
The more affluent families
Figure 14: Adult population trends, by socio-economic group, 2002-12
All work...makes for a guilty parent
Figure 15: UK workforce and employment, by gender, 2002-12
Consumer expenditure and PDI
Figure 16: PDI and consumer expenditure, at constant 2002 prices, 2002-12
Prices – going down
Figure 17: CPI changes, all goods and clothing and footwear, UK, 2001-06
Environmental issues
Figure 18: Attitudes towards the environment, 2002-06
Figure 19: ‘I would be prepared to pay more for environmentally friendly products’, by lifestage and gender, 2006
MARKET IN CONTEXT
Key points:
Clothing versus other areas of expenditure
Figure 20: UK: consumer spending on selected categories, incl sales tax, at current prices, 2002-06
Childrenswear keeping pace in clothing market
Figure 21: UK total clothing sales vs. childrenswear sales, percentage share, 2002-07
Children’s footwear
Figure 22: UK retail sales of childrenswear vs children’s footwear, 2002-07
School uniform boosting market
Figure 23: UK retail sales of childrenswear (aged 0-15) and schoolwear, 2002-07
Clothes are the new toys
Figure 24: UK consumer expenditure on toys and childrenswear, at current prices, 2002-07
MARKET SIZE AND FORECAST
Key points:
Market growth
Figure 25: UK consumer expenditure on childrenswear, at current and constant 2002 prices, 2002-07
Figure 26: Structure of the childrenswear market, at current prices, 2002-07
The future of the market
 FORECAST
Continued growth, but will it sustain?
Figure 27: Forecast of UK consumer expenditure on childrenswear, at current and constant 2007 prices, 2002-12
 SEGMENT FORECAST
Infantswear remains strongest performer
Figure 28: Forecast of segments within the childrenswear market, at current and 2007 prices, 2007-12
Factors used in the forecast
STRENGTHS AND WEAKNESSES IN THE MARKET
WHO’S INNOVATING?
Key points:
Innovation vacuum
Growing up green
Mini adult
Taking the message online
Technology and fabrics
Smart futures
And now for something completely different…
WHERE THEY BUY
Key points:
Figure 29: Positioning of retailers, compared by age and affluence, October 2007
Figure 30: Where they buy childrenswear, October 2007
Figure 31: Where they buy childrenswear, 2005 and 2007
Where they buy childrenswear
Figure 32: Where they buy childrenswear, by gender, age and socio-economic group, October 2007
Figure 33: Where they buy childrenswear, by gender, age and socio-economic group, October 2007
Figure 34: Where they buy childrenswear, by gender, age and socio-economic group, October 2007
Further analysis into customers and their loyalty
Loyalty rating
Figure 35: Loyalty to retailers, October 2007
Figure 36: Number of children’s clothing retailers visited, by number of customers, October 2007
Figure 37: Number of children’s clothing retailers visited, by gender, age and socio-economic group, October 2007
Figure 38: Number of stores visited, by retailer, October 2007
WHERE THEY BUY – DETAILED CONSUMER DEMOGRAPHICS
Figure 39: Where they buy childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
Figure 40: Where they buy childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
Figure 41: Where they buy childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
Figure 42: Number of children’s clothing retailers visited, by ACORN category, commercial TV viewing, region, daily newspaper readership and supermarket used, October 2007
ATTITUDES TOWARDS SHOPPING
Key points:
Figure 43: Attitudes towards shopping for childrenswear, October 2007
Attitudes towards shopping
Figure 44: Attitudes towards shopping for childrenswear, by gender, age and socio-economic group, October 2007
Figure 45: Attitudes towards shopping for childrenswear, by gender, age and socio-economic group, October 2007
Attitudes towards shopping, by retailer
Figure 46: Attitudes towards shopping for childrenswear, by retailer, October 2007
Figure 47: Attitudes towards shopping for childrenswear, by retailer, October 2007
ATTITUDES TOWARDS SHOPPING – DETAILED CONSUMER DEMOGRAPHICS
Figure 48: Attitudes towards shopping for childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
Figure 49: Attitudes towards shopping for childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
WHAT THEY THINK OF BUYING
Key points:
Figure 50: What they think of buying childrenswear, October 2007
Style and value
Looking good is paramount
Figure 51: What they think of buying childrenswear, by gender, age and socio-economic group, October 2007
Differentiating age groups is important
Figure 52: What they think of buying childrenswear, by gender, age and socio-economic group, October 2007
Statements about childrenswear, by retailer
Figure 53: What they think of buying childrenswear, by retailer, October 2007
Figure 54: What they think of buying childrenswear, by retailer, October 2007
WHAT THEY THINK OF BUYING – DETAILED CONSUMER DEMOGRAPHICS
Figure 55: What they think of buying childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
Figure 56: What they think of buying childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
RETAIL COMPETITOR ANALYSIS
Key points:
Market share
Figure 57: Market shares of childrenswear, by value and type of outlet, 1999, 2000, 2002, 2004, 2005 and-2007.
Figure 58: Childrenswear market, shares of named retailers, 2000-07
Key players
Figure 59: UK: leading childrenswear retailers, November 2007
Leaders and challengers
Figure 60: Children’s clothing retailers’ evaluation, 2006/07
CHANNELS OF DISTRIBUTION
Key points:
Figure 61: Market shares of childrenswear, by value, by type of outlet, 2007
Market share
Figure 62: Market shares of childrenswear, by value, by type of outlet, 2002-07
Specialists
Clothing multiples
Department stores/variety stores
Value retailers
Supermarkets
Mail order/Internet
RETAILER PROFILES
 SPECIALISTS
Mothercare
Figure 63: Outlet data, 2002/03-2006/07
Figure 64: Foreign store network, by region, March 2007
Figure 65: Mothercare Group, financial performance, 2002/03-2006/07
Myriad (Adams Childrenswear)
Figure 66: Adams Childrenswear Ltd, financial performance, 2000-05
 DAISY & TOM
Mamas & Papas Retail Ltd
Figure 67: Mamas & Papas, financial performance, 2003/04-2005/06
Debenhams
John Lewis
House of Fraser
Selfridges
TJ Hughes
Boots
Bhs
M&S
Woolworths
Gap
H&M
New Look
Next
Monsoon
Jigsaw
Mackays
Matalan
Primark
Peacocks
Ethel Austin
Asda (George)
Tesco
Sainsbury's
RETAIL ADVERTISING AND PROMOTION
Key points:
Advertising spend vs. sales
Figure 68: Main media advertising spend on childrenswear, 2003-07*
Adspend by advertiser
Figure 69: Advertising expenditure, by leading childrenswear retailers, 2003-07*
APPENDIX
Consumer research
ACORN
Advertising data
Figure 70: Household size, UK, 2003-12

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