Table of Contents
Executive Summary
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- The market
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- Figure 1: Best and worst case forecast UK sales of childrenswear, 2009-19
- Market factors
- Birth rate slows
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- Figure 2: Total number of live births in the UK, 2004-13
- Older mothers
- Childhood obesity
- Companies, brands and innovation
- The consumer
- Where adults buy childrenswear
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- Figure 3: Where consumers have bought children’s clothing or babywear in-store and online in the last 12 months, September 2014
- Who childrenswear has been purchased for
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- Figure 4: Who clothing was bought for and age of child, September 2014
- Most important factors when purchasing
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- Figure 5: Most important factors when buying babywear and childrenswear, September 2014
- Parents’ and grandparents’ attitudes towards buying childrenswear
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- Figure 6: Attitudes towards shopping for babywear and childrenswear, September 2014
- Parents’ attitudes towards buying schoolwear
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- Figure 7: Attitudes towards buying schoolwear, September 2014
- Children’s concerns when choosing clothes
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- Figure 8: Children’s concerns when choosing what clothes to wear, September 2014
- Who children prefer to shop with in-store
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- Figure 9: Who children prefer to shop for clothes with in-store, September 2014
- Children’s attitudes towards shopping for clothes
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- Figure 10: Children’s attitudes towards shopping for clothes, September 2014
- What we think
Issues and Insights
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- How has the childrenswear market performed over the last year?
- The facts
- The implications
- Which players have performed the best?
- The facts
- The implications
- What are people’s priorities when buying children’s clothing?
- The facts
- The implications
- What are the opportunities for growth in the sector?
- The facts
- The implications
Trend Applications
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- Trend: Life an Informal Affair
- Trend: Experience is All
- Mintel Futures Trend: Access Anything Anywhere
Market Drivers
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- Key points
- A third of girls spend their money on clothes
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- Figure 11: How pocket money is spent by children and teens, by gender, March 2014
- Fashion ranks below technology as preferred birthday present
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- Figure 12: What children and teens want for their birthday, March 2014
- Figure 13: Ideal day of children and teens, by gender, March 2014
- Use of technology in the home
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- Figure 14: Technology devices used by children and teens, March 2014
- Use of social media
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- Figure 15: Use of social media and social apps, March 2014
- Childhood obesity
- Kids aged 10-14 to see most growth
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- Figure 16: Growth rate of the UK child population by age group, 2009-19
- The UK birth rate falls for the first time since 2001
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- Figure 17: Total number of live births in the UK, 2004-13
- Average age of first-time mums rises to 28.3
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- Figure 18: Trends in the mean age of mothers at birth of their first child, England and Wales, 2001-13
- Household sizes falling
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- Figure 19: UK households, by size, 2009-19
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- New entrants in the children’s and babies’ clothing market
- Improving in-store merchandising
- Collaborations
- Catering for the schoolwear market
Market Size and Forecast
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- Key points
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- Figure 20: Best and worst case forecast UK sales of childrenswear, 2009-19
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- Figure 21: UK sales of childrenswear, by sector, 2009-14
- The future
- Childrenswear to grow 15% in value over next five years
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- Figure 22: UK sales of childrenswear, at current prices, 2009-19
- Factors used in the forecast
Channels to Market
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- Key points
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- Figure 23: UK sales of childrenswear, % share by outlet type, 2013
- Supermarkets dominate
- Clothing retailers grow their focus
- Specialists struggle to compete
- Online grabs share
- Other retailers
Space Allocation Summary
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- Key points
- Allocation by men, women and children
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- Figure 24: General clothing retailers, space allocation by men’s, women’s and childrenswear, October 2014
- Space allocations: Detailed estimates
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- Figure 25: Broad range clothing retailers, detailed space allocation estimates for childrenswear, October 2014
- Figure 26: Broad range clothing retailers, detailed space allocation estimates for childrenswear, October 2014
- Figure 27: Food retailers, detailed space allocations, October 2014
Retail Product Mix
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- Key points
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- Figure 28: Leading clothing retailers, estimated sales by children’s products, 2013
- Figure 29: Leading clothing retailers, estimated sales density by children’s products, 2013
Companies and Products
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- Mothercare Plc
- Company overview
- Product offering
- Financial performance
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- Figure 30: Financial performance of Mothercare PLC, 2013-14
- Recent developments
- Advertising and marketing
- Tesco
- Company overview
- Product offering
- Recent developments
- Advertising and marketing
- Asda
- Company overview
- Product offering
- Recent developments
- Advertising and marketing
- Marks & Spencer
- Company overview
- Product offering
- Recent developments
- Advertising and marketing
- Next
- Company overview
- Product offering
- Recent developments
- Advertising and marketing
Brand Communication and Promotion
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- Key points
- Adspend on childrenswear declined 10.9% in 2013
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- Figure 31: Main monitored advertising expenditure on childrenswear vs. total clothing advertising, 2010-14
- Supermarkets still dominate adspend
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- Figure 32: Advertising expenditure on childrenswear, by top 15 advertisers, 2010-13
- Figure 33: The top five advertisers of childrenswear, 2013
- Press and television main channels used
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- Figure 34: Advertising expenditure on childrenswear, by media type, 2013
The Consumer – Where Adults Buy Childrenswear
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- Key points
- What we asked
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- Figure 35: Where consumers have bought children’s clothing or babywear in-store and online in the last 12 months, September 2014
- Supermarkets lead
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- Figure 36: Supermarket chains where consumers have bought children’s clothing or babywear in-store in the last 12 months, by age of consumer and socio-economic group, September 2014
- Profile of where consumers buy by age and affluence
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- Figure 37: Profile of where consumers buy babywear and childrenswear in-store and online, September 2014
- Where parents with different aged kids shop
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- Figure 38: where consumers have bought children’s clothing or babywear in-store in the last 12 months, by age of child, September 2014
- M&S and Mothercare
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- Figure 39: Profile of consumers who have bought children’s clothing or babywear in-store from Mothercare and M&S in the last 12 months, by age of consumer and socio-economic group, September 2014
- Online buyers peak among parents of 0-3s
- Specialists
The Consumer – Who Has Childrenswear Been Purchased For?
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- Key points
- What we asked
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- Figure 40: Who clothing was bought for and age of child, September 2014
- Gifting
- Role of grandparents
- Parents buy more for older kids
- Fathers buy more for older kids than mothers
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- Figure 41: Who clothing was bought for, by retailers where consumers have purchased baby and children’s clothing in the last 12 months, September 2014
The Consumer – Most Important Factors When Buying Babywear and Childrenswear
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- Key points
- What we asked
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- Figure 42: Most important factors when buying babywear and childrenswear, September 2014
- Quality is key
- Low price remains important
- Comfort for babies and toddlers
- Fashionable kidswear
- Clothes that are easy to care for
- Ethical childrenswear
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- Figure 43: Who clothing was bought for by children aged 4-14, by most important factors when buying childrenswear, September 2014
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- Figure 44: Who clothing was bought for by children aged 0-3, by most important factors when buying childrenswear, September 2014
- Grandparents less concerned about low price
- Men look for designer brands
The Consumer – Attitudes towards Shopping for Babywear and Childrenswear
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- Key points
- What we asked
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- Figure 45: Attitudes towards shopping for babywear and childrenswear, September 2014
- Issues with sizing
- Three in 10 buy children’s and adult clothes together
- ABs trade down
- Clothing sets
- 20% have clicked-and-collected
The Consumer – Attitudes towards Buying Schoolwear
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- Key points
- What we asked
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- Figure 46: Attitudes towards buying schoolwear, September 2014
- A third of parents buy schoolwear from supermarkets
- Specialists
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- Figure 47: Attitudes towards buying schoolwear, by primary or secondary aged schoolchildren, September 2014
- Shopping online for schoolwear
- C1s buy more items in last year
- Price less important than quality
- Eco uniforms
The Consumer – Children’s Concerns When Choosing What to Wear
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- Key points
- What we asked
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- Figure 48: Children’s concerns when choosing what clothes to wear, September 2014
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- Figure 49: Children’s concerns when choosing what clothes to wear, by gender, September 2014
- Over-12s interested in fashion
- What friends think more important than parent’s reactions
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- Figure 50: Children’s concerns when choosing what clothes to wear, by age group, September 2014
- Boys care what popular kids think
The Consumer – Who Children Prefer to Shop for Clothes with In-store and Online
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- Key points
- What we asked
- In-store and online shopping behaviour
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- Figure 51: Who children prefer to shop for clothes with in-store and online, September 2014
- Kids like to shop with parents or siblings
- Online shopping behaviour
The Consumer – Children’s Attitudes towards Shopping for Clothes
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- Key points
- What we asked
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- Figure 52: Children’s attitudes towards shopping for clothes, September 2014
- Children enjoy shopping for clothes
- Looking online for ideas
- Use of social media
- Competitions to win clothes
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