Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Control over children expenditure
- Fashion text
- Fitting in – in an individual way
- Trend for fashion
Executive Summary
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- Less children, more money
- Healthy growth
- Tweenage ranges drive girlswear
- Own-label dominates
- Supermarket fashion
- Advertising and promotion
- The consumer – purchasing
- The future
Market Drivers
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- Demographics
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- Figure 1: Changes in the UK child population, by gender and age, 2000-10
- Age breaks and targeting
- Relative affluence
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- Figure 2: Trends and projections in UK population, by socio-economic group, 2000-09
- PDI and consumer expenditure
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- Figure 3: PDI and consumer expenditure, at constant 2000 prices, 2000-09
- Children’s income
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- Figure 4: Average amount of money received per week by children aged 7-14, by gender and age group, 2002-05
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- Figure 5: Average monthly income of children aged 15-16, by gender and age group, 2002-05
- The supersize nation
- Deflation – no end in sight
Market Size and Trends
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- Figure 6: UK retail sales of childrenswear (0-15), 2000-05
- An expanding consumer base
- The middle market feels the squeeze
- Girls take largest slice
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- Figure 7: UK retail sales of childrenswear, by type, 2003 and 2005
- Fashion drives value for girls
- Merchandising
- Fashion influences
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Market Segmentation
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- Girlswear
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- Figure 8: UK retail sales of girlswear (5-15), 2000-05
- Figure 9: UK retail sales of girlswear (5-15), by type, 2003 and 2005
- Girls’ underwear shows well
- Boyswear
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- Figure 10: UK retail sales of boyswear, 2000-05
- Figure 11: UK retail sales of boyswear (5-15), by type, 2003 and 2005
- All-round growth
- Infantwear
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- Figure 12: UK retail sales of infantwear (0-4), 2000-05
- Brand trust matters
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- Figure 13: UK retail sales of infantwear, by type, 2003 and 2005
- Nothing but the best for baby
- Schoolwear
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- Figure 14: UK retail sales of schoolwear (4-15), 2000-05
- Uniform sales soar
- Price wars
The Supply Structure
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- Figure 15: Manufacturers’ branded shares of the childrenswear market, by value, 2003 and 2005
- Own-label grows through value
- Tiered pricing at supermarkets
- Lean times for variety stores
- Next shines
- Branded clothing
- Petit Bateau
- Green Baby
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Distribution
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- Figure 16: UK retail sales of childrenswear, by outlet, 2003 and 2005
- Clothing multiples out in front
- Supermarkets trade up
- Independents fare well
- No change for variety stores
- Home shopping and markets suffer
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Retailers
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- Adams (adams kids)
- Asda (George)
- Bhs (including Tammy)
- Boots
- Debenhams
- Gap
- H&M
- Marks & Spencer
- Mothercare
- Next plc
- Tesco
- Woolworths
- Other retailers
Advertising and Promotion
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- Above the line
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- Figure 17: Main monitored media advertising expenditure on childrenswear, 2000-05
- Whole brand advertising
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- Figure 18: Main monitored media advertising expenditure on childrenswear, by brand, 2004
- Schoolwear comes top
- Below the line
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- Figure 19: Direct marketing expenditure on childrenswear, by selected retailers, 2004 and 2005
- Direct mail hits target
- Product placement important
The Consumer
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- Purchasing
- Amount spent by adults
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- Figure 20: Purchasing of children’s clothing by women, 2005
- Spend polarises
- Women buy most
- Youngest children need most clothes
- Amount spent by children
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- Figure 21: Amount spent on selected items of clothing in the last year – 11-14s, 2001-05
- Children look for value
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- Figure 22: Amount spent on selected clothing items in the last year – 11-14s, 2001-05
- Jeans and T-shirts are less price-sensitive
- Dresses pay the price of fashion
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- Figure 23: Amount spent on dresses and skirts in the last year – 11-14-year-old girls, 2001-05
- New clothing in the last year
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- Figure 24: Clothing items that 7-14s have had new in the last year, 2001-05
- Jeans and T-shirts still most popular
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- Figure 25: Clothing items that 7-14s have had new in the last year, by gender and age, 2005
- ‘Tweens’ benefit most
- Only girls are spoilt
- Shopping for clothes
- 7-10-year-olds
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- Figure 26: Who 7-10s usually go shopping for clothes with, by gender, 2005
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- Figure 27: Who chooses clothes for 7-10s, by gender, 2005
- 11-14-year-olds
- Girls shop most frequently
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- Figure 28: Frequency of shopping for clothes – 11-14s, by gender, 2005
- Influence of friends
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- Figure 29: Who 11-14s usually go shopping for clothes with, by gender, 2005
- Parents hold the purse strings
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- Figure 30: Who usually pays for clothes for 11-14s, by gender, 2005
- Children’s choice
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- Figure 31: Amount of say 11-14s have in the clothes worn, by gender, 2005
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- Figure 32: Children aged 11-14 who get a clothes allowance, by gender, 2005
The Consumer – Detailed Demographics
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- Figure 33: Purchasing of children’s clothing, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2005
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- Figure 34: Clothing items that girls aged 7-14 have had new in the last year, by socio-economic group, region and presence of children, 2005
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- Figure 35: Clothing items that girls aged 7-14 have had new in the last year, by socio-economic group, region and presence of children, 2005
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- Figure 36: Clothing items that boys aged 7-14 have had new in the last year, by socio-economic group, region and presence of children, 2005
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- Figure 37: Clothing items that boys aged 7-14 have had new in the last year, by socio-economic group, region and presence of children, 2005
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The Consumer: Attitudes and Typologies
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- Attitudes
- Adults
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- Figure 38: Agreement with selected lifestyle statements – all adults and parents with children aged 6-14, by socio-economic group, 2005
- Children rule in one-parent households
- Fashion important to ABC1s
- 7-10-year-olds
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- Figure 39: Agreement with statements on fashion – 7-10s, by gender, 2005
- Boys don’t do shopping
- 11-14-year-olds
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- Figure 40: Agreement with statements on fashion and appearance – 11-14s, by gender, 2005
- Boys and girls – the gap widens
- You are what you wear
- Consumer Typologies
- 7-10-year-olds
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- Figure 41: Consumer typologies based on attitudes towards fashion – 7-10s, 2005
- Fashion Fledglings (22% of the sample)
- Key demographics
- Who Cares? (35% of the sample)
- Key demographics
- Trendy Kids (19% of the sample)
- Key demographics
- Fashion Conscious (24% of the sample)
- Key demographics
- Shopping habits by typology
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- Figure 42: Consumer typologies, by who 7-10s go shopping for clothes with, 2005
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- Figure 43: Consumer typologies, by who chooses clothes for 7-10s, 2005
- Media targeting by typology
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- Figure 44: Children’s clothing cluster analysis – 7-10s – media targeting, 2005
- 11-14-year-olds
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- Figure 45: Consumer typologies based on attitudes towards fashion – 11-14s, 2005
- Individualists (20% of the sample)
- Key demographics
- Logo Kids (20% of the sample)
- Key demographics
- Fashion Gurus (19% of the sample)
- Key demographics
- Fashion Novices (20% of the sample)
- Key demographics
- Not Bothered (20% of the sample)
- Key demographics
- Shopping for fun
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- Figure 46: Consumer typologies, by who 11-14s go shopping for clothes with, 2005
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- Figure 47: Consumer typologies – 11-14s whose parents pay for their clothes and those who pay for their own clothes, 2005
- Pocket money purchases
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- Figure 48: Consumer typologies – 11-14s who have a lot or a little say in the clothes they wear, 2005
- Junior choice
- Media targeting of 11-14s
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- Figure 49: Children’s clothing consumer typologies –11-14s – media targeting, 2005
The Consumer: Attitudes and Typologies – Detailed Demographics
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- Figure 50: Consumer typologies – 7-10s, by gender, age, region, presence of siblings and one-parent households, 2005
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- Figure 51: Cluster groups – 11-14s, by gender, age, region, presence of siblings and one-parent households, 2005
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The Future
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- A declining child population…
- …but greater per capita spend
- Deflation – no end in sight
- Segmentation and tiered pricing
- Increased media opportunity
- Changing babywear
Forecast
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- Figure 52: Forecast of the UK market for children’s wear, 2005-10
- Factors used in the forecast
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