Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Childrenswear to grow by 1% in 2016
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- Figure 1: Best- and worst-case forecast of UK value sales of childrenswear, 2011-21
- Falling birth rate
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- Figure 2: Total number of live births in the UK, 2005-15
- Companies, brands and innovation
- Supermarkets expand kidswear ranges
- New entrants into the childrenswear market
- Adspend on childrenswear rises 18%
- The consumer
- Supermarkets lead for childrenswear
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- Figure 3: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, September 2016
- Three fifths buy childrenswear as a gift
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- Figure 4: Who childrenswear or babywear has been purchased for, September 2016
- Older shoppers want childrenswear made in Britain
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- Figure 5: What consumers would like to see improved at their preferred childrenswear retailer, September 2016
- Most interest in innovative fabrics
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- Figure 6: Interest in innovations when buying babywear and childrenswear, September 2016
- Supermarkets most popular for schoolwear
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- Figure 7: Types of retailer schoolwear is purchased from, September 2016
- Mothers prioritise price of schoolwear
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- Figure 8: Most important factors when buying schoolwear, September 2016
- Half of tweens and teens look for fashionable clothes
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- Figure 9: What helps children decide what to buy when shopping for clothes, September 2016
- 64% like trying on clothes in a store
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- Figure 10: Attitudes towards shopping for clothes, September 2016
- What we think
Issues and Insights
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- How has the childrenswear market been performing?
- The facts
- The implications
- What are the opportunities for growth in the sector?
- The facts
- The implications
- How can retailers cater to the growing young teen clothing market?
- The facts
- The implications
The Market – What You Need to Know
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- Childhood obesity
- Tween and teens to grow 12%
- Falling birth rate
- Shopping is a popular pastime
- Social media use
- Childrenswear to grow by 1% in 2016
- Infantswear grows 22%
- Girlswear grows more than boyswear
Market Drivers
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- Tweens and teens to grow 12%
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- Figure 11: Growth rate of the UK population, by age, 2011-16 and 2016-21
- Falling birth rate
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- Figure 12: Total number of live births in the UK, 2005-15
- Average age of first-time mums rises to over 30 years old
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- Figure 13: Trends in the mean age of mothers at birth of their first child, England and Wales, 2000-15
- Average household size falls
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- Figure 14: UK households, by size, 2011-21
- Childhood obesity
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- Figure 15: Overweight and obesity prevalence, by age, England, 2014
- What activities kids do
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- Figure 16: Activities children do at the weekend, May 2016
- What pocket money is spent on
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- Figure 17: How pocket money is spent, May 2016
- Social media use
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- Figure 18: Social media use, May 2016
Market Size and Forecast
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- Childrenswear to grow by 1% in 2016
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- Figure 19: Best- and worst-case forecast of UK value sales of childrenswear, 2011-21
- Childrenswear to increase 13% by 2021
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- Figure 20: UK value sales of childrenswear, at current prices, 2011-21
- Segmentation
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- Figure 21: UK value sales of childrenswear, by sector, 2011-16
- Forecast methodology
- The impact of the EU referendum vote
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- Figure 22: Alternative market scenarios for the post-Brexit childrenswear market, at current prices, 2016-21
- Figure 23: Detailed post-Brexit scenarios for childrenswear market, at current prices, 2016-21
- Childrenswear is seeing slowing growth, but not as a result of Brexit
- Price rises could impact growth
- Childrenswear hard hit in last downturn
Companies and Brands – What You Need to Know
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- Childrenswear accounts for a third of space
- Mothercare collaborates with Julien Macdonald
- Focus on new store concepts
- Supermarkets expand babywear and kidswear ranges
- New entrants into the childrenswear market
- Adspend on childrenswear rises 18%
Channels to Market
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- Supermarkets continue to dominate
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- Figure 24: UK sales of childrenswear, % share by outlet type, 2015
- Clothing retailers
- Specialists
- Sports stores
Space Allocation Summary
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- Allocation by children, men and women
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- Figure 25: Specialist and non-specialist clothing retailers’ estimated space allocation, by men’s, women’s and childrenswear, October 2016
- Space allocations: detailed estimates
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- Figure 26: Supermarket chains’ detailed space allocations for childrenswear, October 2016
- Figure 27: Broad range clothing retailers’ detailed space allocations for childrenswear, October 2016
- Figure 28: Department stores and broad range clothing retailers’ detailed space allocations for childrenswear, October 2016
Retail Product Mix
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- Figure 29: Leading retailers of childrenswear, estimated sales mix, 2015/16
- Figure 30: Leading clothing retailers’ share of clothing sales, by product, 2015/16
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- Figure 31: Leading retailers of childrenswear, estimated sales density, by children’s products, 2015/16
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Competitive Strategies
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- Financial outlook
- Retail offering and brand positioning
- Digital activity
- New developments
Launch Activity and Innovation
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- Supermarkets expand babywear and kidswear ranges
- New entrants into the childrenswear market
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- Figure 32: BoohooKids Landing Page, October 2016
- New store concepts
- Collaborations
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- Figure 33: Ted Baker childrenswear at Debenhams, 2016
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- Figure 34: H&M childrenswear collaboration with WWF, 2016
- Designer childrenswear ranges
Advertising and Marketing Activity
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- Adspend on childrenswear rises 18%
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- Figure 35: Main above-the-line, online display and direct mail advertising expenditure on childrenswear versus total clothing advertising, 2012-16
- Supermarkets dominate adspend
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- Figure 36: Total above-the-line, online display and direct mail advertising expenditure on childrenswear, by top 20 advertisers of childrenswear, 2012-16
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- Figure 37: The top five advertisers of childrenswear, 2015
- TV is main channel used
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- Figure 38: Advertising expenditure on childrenswear, by media type, 2015
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Supermarkets lead for childrenswear
- Primark grows in popularity
- Three fifths buy childrenswear as a gift
- Older shoppers want childrenswear made in Britain
- Shoppers interested in innovative fabrics
- Supermarkets most popular for schoolwear
- Mothers prioritise price of schoolwear
- Half of tweens and teens look for fashionable clothes
- 64% like trying on clothes in a store
- Online is part of shopping for 10-14s
Where Childrenswear is Purchased
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- Supermarkets lead for childrenswear
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- Figure 39: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, September 2016
- 27% buy online
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- Figure 40: Retailers from which children’s and/or baby clothing was purchased in the last 12 months, split by in-store and online, September 2016
- Primark grows in popularity
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- Figure 41: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, 2015 and 2016
- People buying for 6-12s stick to one retailer
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- Figure 42: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, split by in-store and online, September 2016
Who has Childrenswear Been Purchased for?
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- Three fifths buy childrenswear as a gift
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- Figure 43: Who childrenswear or babywear has been purchased for, September 2016
- Purchasing peaks for kids aged 3-8
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- Figure 44: Who childrenswear or babywear has been purchased for, September 2016
- Most parents shop with kids
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- Figure 45: Whether or not parents go shopping for childrenswear with their children, September 2016
Improvements Desired at Childrenswear Retailers
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- Older shoppers want childrenswear made in Britain
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- Figure 46: What consumers would like to see improved at their preferred childrenswear retailer, September 2016
- Demand for gender-neutral clothing
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- Figure 47: What consumers would like to see improved at their preferred childrenswear retailer, crossed by who childrenswear has been bought for, September 2016
Interest in Innovations
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- Most interest in innovative fabrics
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- Figure 48: Interest in innovations when buying babywear and childrenswear, September 2016
- Entertaining children
- Personalised childrenswear
Where Schoolwear is Purchased
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- Supermarkets most popular for schoolwear
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- Figure 49: Types of retailer schoolwear is purchased from, September 2016
- Loyal back-to-school shoppers
Most Important Factors when Buying Schoolwear
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- Mothers prioritise price of schoolwear
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- Figure 50: Most important factors when buying schoolwear, September 2016
- Importance of fit
What Children Look for when Buying Clothes
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- Half of tweens and teens look for fashionable clothes
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- Figure 51: What helps children decide what to buy when shopping for clothes, September 2016
- Importance of brands
Children’s Attitudes when Shopping for Clothes
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- 64% like trying on clothes in a store
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- Figure 52: Attitudes towards shopping for clothes, September 2016
- Online is part of shopping for 10-14s
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 53: Best- and worst-case forecast of UK value sales of childrenswear, 2016-21
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