Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- A $30.6 billion market
- Value is key in children’s clothing
- Parents buy to represent style—and lifestyle
- Personal sense of style a factor of age
- Gift-givers a significant portion of children’s clothing market
- Girls’ clothing shows greatest growth
- Licensing key advantage in supply structure
- Mass merchandisers lead the kids’ clothes market
- Markdowns motivate many moms looking for kids clothes
- Girls significantly more fashion conscious but, boys still want “cool” clothes
- Customization of clothing size may become a norm
- “Smart” clothes may be the future
- Market forecast to reach $34.2 billion by 2008
Market Drivers
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- Population of kids and pre-teens
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- Figure 1: American population projections, by age, 2000-2010
- Targeting pre-teens
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- Figure 2: Factors influencing the pre-teen apparel choice, Spring 2005
- Declines in branded and licensed apparel
- Increasing diversity
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- Figure 3: Amount spent on children’s clothes purchases in past year, by race/ethnicity, January 2004-September 2004
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- Figure 4: Population of kids 0-12, by race/ethnicity, 2000-2010
- Children’s plus sizes
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- Figure 5: Incidence of being overweight, 6-11 year olds, 1976-2000
- Innovation in toys and technology, a competition for apparel
Market Size and Trends
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- Figure 6: Total U.S. retail sales of children’s clothing, at current and constant prices, 2002-2005
- Market trends
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Market Segmentation
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- Figure 7: Sales of children’s clothing, segmented by type, 2003 & 2005
- Infant/toddlers
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- Figure 8: Sales of infant/toddler clothing, at current and constant prices, 2002-2005
- Girls
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- Figure 9: Sales of girls’ clothing, at current and constant prices, 2002-2005
- Boys
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- Figure 10: Sales of boys’ clothing, at current and constant prices, 2002-2005
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Supply Structure
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- Introduction
- Companies and brands
- Company profiles
- Kellwood Company
- Kids’ Headquarters
- Lollytogs Ltd.
- Nike
- OshKosh B’Gosh
- Polo Ralph Lauren
- Sara Lee Corporation
- The William Carter Company
Advertising and Promotion
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- Introduction
- Retailers
- J.C. Penney
- Too, Inc.
- Marketing through mom resource centers
- ClubMom.com
- ModernMom.com
Retail Distribution
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- Factors affecting store choice
- Licensing exclusivity for retailers
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- Figure 11: U.S. retail sales of children’s clothing, by channel, 2003 & 2005
- Mass merchandisers
- Wal-Mart
- Target
- National chains
- Sears
- J.C. Penney
- Kohl’s
- Off-priced retailers
- Children’s Orchard
- Children’s specialty stores
- GapKids/babyGap/Old Navy
- The Children’s Place
- Too, Inc.
- Gymboree
The Consumer
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- Introduction
- Purchase of children’s clothing in the past year
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- Figure 12: Purchase of children’s clothes in the past year, by the presence of children, January-September 2004
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- Figure 13: Purchase of children’s clothes in the past year, by gender, January-September 2004
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- Figure 14: Purchase of children’s clothes in the past year, by age, January-September 2004
- Age of children for which clothes were bought
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- Figure 15: Age of children for which clothes were bought, January-September 2004
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- Figure 16: Age of children for which clothes were bought, by age, January-September 2004
- Amount spent on children’s clothes
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- Figure 17: Amount spent on children’s clothes in past year, by age, January-September 2004
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- Figure 18: Amount spent on children’s clothes in past year, by race/ethnicity, January-September 2004
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- Figure 19: Amount spent on children’s clothes in past year, by household income, January-September 2004
- Retail channels moms with kids under 12 use for children’s clothing
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- Figure 20: Retail channels moms have visited in the past year for the purchase of kids clothes, by age, May 2005
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- Figure 21: Retail channel, by age, May 2005
- Moms’ attitudes and behaviors regarding kids’ clothing
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- Figure 22: Moms’ attitudes and behaviors regarding children’s clothes, by income, May 2005
- Stores kids have visited in the past month
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- Figure 23: Stores kids have visited in the past month, January-September 2004
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- Figure 24: Stores kids have visited in the past month, by gender, January-September 2004
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- Figure 25: Stores kids have visited in the past month, by race/ethnicity, January-September 2004
- Kids’ favorite stores
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- Figure 26: Kids’ favorite stores, January-September 2004
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- Figure 27: Kids’ favorite stores, by gender, January-September 2004
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- Figure 28: Kids’ favorite stores, by age, January-September 2004
- Brands of denim kids own
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- Figure 29: Brands of jeans kids own, January-September 2004
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- Figure 30: Brands of jeans owned, by gender, January-September 2004
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- Figure 31: Brands of jeans owned, by race/ethnicity, January-September 2004
- Brands of denim kids would like to own
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- Figure 32: Brands of jeans kids would like to own, January-September 2004
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- Figure 33: Brands of jeans kids would like to own, by gender, January-September 2004
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- Figure 34: Brands of jeans kids would like to own, by race/ethnicity, January-September 2004
- Kids’ ownership of sports-related licensed clothing
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- Figure 35: Licensed sports clothing usage among kids, by gender, January-September 2004
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- Figure 36: Type of sports organization with which kids’ clothing is affiliated, January-September 2004
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- Figure 37: Type of sports organization with which kids’ clothing is affiliated, by gender, January-September 2004
- Kids’ attitudes toward and opinions about fashion
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- Figure 38: Kids’ opinions about fashion, by gender, January-September 2004
- Summary
Future and Forecast
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- Future trends
- Customization of clothing size may become a norm
- More “lifestyle brands”
- Toys and clothes combine
- “Smart” clothes may be the future
- Market forecast
- Children’s clothing
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- Figure 39: Forecast of total U.S. retail sales of children’s clothing, at current and constant prices, 2005-2008
- Infant/toddler clothing
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- Figure 40: Forecast of U.S. sales of infant/toddler clothing, at current and constant prices, 2005-2008
- Girls’ clothing
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- Figure 41: Forecast of U.S. sales of girls’ clothing, at current and constant prices, 2005-2008
- Boys’ clothing
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- Figure 42: Forecast of U.S. sales of boys’ clothing, at current and constant prices, 2005-2008
- Forecast Factors
Appendix: Trade Associations
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