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Children's Clothing - US - October 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Tepid sales growth anticipated while birthrates stabilize
Figure 1: Total US sales and fan chart forecast of children’s clothing, at current prices, 2010-20
Children grow too fast!
Figure 2: Attitudes toward children's clothes shopping, by repertoire analysis of retailers shopped, August 2015
Parents stick with their favorite retailers
Figure 3: Retailers shopped for children’s clothing, August 2015
The opportunities
Influence the influencers
Figure 4: Influencers when shopping for children’s clothing, by generation, August 2015
Appeal to shoppers’ sense of style
Figure 5: Shopping behaviors and/or attitudes towards children’s clothing, August 2015
Consider trade-in or clothes swap programs
Figure 6: Consignment/resale store shoppers, by select demographics, August 2015
What it means
THE MARKET - WHAT YOU NEED TO KNOW
Tepid growth anticipated as birthrates stabilize
Girls’ clothing comprises share, but growth to come from infant/toddlers
Childhood obesity still a major issue impacting today’s youth
MARKET SIZE AND FORECAST
Slow and steady sales pace
Figure 7: Total US sales and fan chart forecast of children’s clothing, at current prices, 2010-20
Figure 8: Total US sales and forecast of children’s clothing, at current prices, 2010-20
MARKET BREAKDOWN
Girls’ clothing commands highest share
Figure 9: Total US retail sales and forecast of children's clothing, by segment, at current prices, 2010-20
Figure 10: Total US retail sales and market share of children's clothing, by segment, at current prices, 2013 and 2015
Department stores comprise one third of sales
Figure 11: Total US retail sales of children's clothing, by segment, at current prices, 2012
Active sportswear for girls gaining ground
Figure 12: Percent of girls’ clothing expenditures by type, 2013
MARKET FACTORS
Hispanics are a major force
Figure 13: Percentage change of population age 11 and under, by race and Hispanic origin, 2015 vs. 2020
Birthrates show signs of stabilization
Shifts in parenting demographics impact the market
Older moms
Single parents
Figure 14: Children’s living arrangements, by age, 2013
Same-sex couples
Childhood obesity perpetuates sizing issues with clothing
Grandparents are also viable targets
KEY PLAYERS – WHAT YOU NEED TO KNOW
Retailers lean on value and celebrity influence to appeal to parents and children alike
Tepid sales pace negatively impacting some players
Technology and tools can assist with sizing issues while opportunities exist to promote children’s well-being
WHAT’S WORKING?
Retailers focused on creating value; some using celebrities as a key strategy
WHAT’S STRUGGLING?
Competitive marketplace leads to store closings
WHAT’S NEXT?
Many unique ways to address issues related to size
Sizing tools
Subscription services
Fitness clothing
THE CONSUMER – WHAT YOU NEED TO KNOW
Most items are purchased instead of received
Department stores and mass merchandisers are key destinations
Finding clothes that fit can be a challenge
Children are influential
METHOD OF ACQUIRING CHILDREN’S CLOTHING AND ITEMS PURCHASED
Forty percent of parents received clothing items for their children
Figure 15: Method of acquiring children’s clothing, August 2015
Household income has little impact on children’s clothing purchases
Figure 16: Method of acquiring children’s clothing, by select demographics, August 2015
T-shirts and jeans: the everyday uniform
Figure 17: Items purchased, August 2015
In their words
RETAILERS SHOPPED
Department stores and mass merchandisers preferred
Figure 18: Retailers shopped, August 2015
Majority of shoppers frequent three to four retailer types
Figure 19: Repertoire analysis of retailers shopped, June 2015
Resale market – one to watch
Figure 20: Consignment/resale store shoppers, by generation, August 2015
Shopping can become habitual
Figure 21: Shopping behaviors when looking for children's clothing, by hispanic origin, August 2015
Curbside services are of interest
Figure 22: Shopping behaviors when looking for children's clothing, by generation and by Hispanic origin, August 2015
In-store preferred
Online preferred
No preference
CHAID ANALYSIS
Older millennials more likely to shop at specialty stores
Figure 23: CHAID analysis among those who want their children’s clothing to by stylish and trendy, August 2015
FRUSTRATIONS ENCOUNTERED
Sizing challenges and shipping charges are barriers retailers need to address
Figure 24: Frustrations encountered – any rank, August 2015
The trying on process is trying
Figure 25: Attitudes toward children's clothes shopping, by repertoire analysis of retailers shopped, August 2015
Hispanics value customer service, but are underwhelmed when shopping for children’s clothes
Figure 26: Frustrations encountered when shopping for children's, by Hispanic origin, August 2015 – any rank
In their words
SHOPPING BEHAVIORS AND ATTITUDES TOWARD CHILDREN’S CLOTHES SHOPPING
Sales and other unique promotions can drive potential sales during off-peak periods
Figure 27: When the bulk of children’s clothing is purchased, by gender and parental status, August 2015
Quality is not most important factor
Figure 28: Shopping behaviors and/or attitudes towards children’s clothing, by demographics, August 2015
Purchase drivers: in their words
Most children want to express their individuality through their clothing choices
Figure 29: Children’s attitudes toward fashion, - Agree, April 2014-June 2015
INFLUENCERS
Young millennials are influenced and influential
Figure 30: Influencers when shopping for children’s clothing, by generation, August 2015
Figure 31: Influence on other parents, by repertoire analysis of retailers shopped, August 2015
Optimizing social media
In their words
Social media influence
Children’s influence
SHOPPING PROCESS: IN THEIR WORDS
Current Process
Ideal Experience
Do they shop for themselves?
It’s all about my kids
I treat myself too
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MARKET
Total market data
Figure 32: Total US retail sales and forecast of children's clothing, at inflation-adjusted prices, 2010-20
Market segment data
Figure 33: Total US retail sales and forecast of children's clothing, by segment, at current prices, 2010-20
Figure 34: Total US retail sales and forecast of infant/toddler clothing, at current prices, 2010-20
Figure 35: Total US retail sales and forecast of infant/toddler clothing, at inflation-adjusted prices, 2010-20
Figure 36: Total US retail sales and forecast of boys' clothing, at current prices, 2010-20
Figure 37: Total US sales and forecast of boys’ clothing, at inflation-adjusted prices, 2010-20
Figure 38: Total US retail sales and forecast of girls' clothing, at current prices, 2010-20
Figure 39: Total US retail sales and forecast of girls' clothing, at inflation-adjusted prices, 2010-20
Figure 40: Percent of boys’ clothing expenditures by type, 2013
Other macroeconomic data
Figure 41: Boys and Girls population by age group, 2014-19
Figure 42: Population aged 18 or older, by race and Hispanic origin, 2010-20
Figure 43: Population age 11 and under, by race and Hispanic origin, 2010-2020
Figure 44: Annual births and fertility rate, 2003-13
Figure 45: Annual births and fertility rate, 2003-13
Figure 46: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-13
Figure 47: births, by age of mother, live-birth order, 2013
Figure 48: Median household income, by race and Hispanic origin of householder, 2013
Figure 49: Household income among same-sex and different-sex couples raising children under age 18, by marital status, March 2015
Figure 50: Percentage of youth with overweight or obese bmi, by age, gender and race/hispanic origin, 2011-2012
Figure 51: Consumer confidence and unemployment, 2007-August 2015
Figure 52: Percentage of public and private schools requiring students to wear uniforms, by school level, 2003-04 - 2011–12 academic year
Figure 53: Estimated average annual costs for children's clothing, 2010-2013
APPENDIX – CONSUMER
CHAID Methodology
Additional consumer data
Figure 54: Children’s top 15 favorite stores, April 2014-June 2015

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