Table of Contents
Issues in the Market
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- Key themes
- Definition
Insights and Opportunities
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- Catering for the larger child
- Creating the individual
- Gifting is a key driver
- Dressing up is affordable
- Differentiated gifting
Fast Forward Trends
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- Fast Forward Trends – an explanation
- Re-Birth of Cities
- One World Harmony
Market in Brief
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- Low prices and fashions drive demand
- Boys have latent interest in clothing
- Own-brands dominate
- Gifts are a major driver
- Women are the most likely shoppers
- Outlook helped by value and fashion
Internal Market Environment
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- Key points
- More impulse buying
- Celebrity mums lead the way
- New clothing for all season
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- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Less mini-me, more mini-you
- Kids influence what is bought
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- Figure 2: Agreement with selected lifestyle statements – 11-15s, 2002-06
- Choice driven by fashion icons
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- Figure 3: People who 7-15s admire the most, 2006
- Impact of childhood obesity rates
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- Figure 4: Current and projected levels of obesity among UK children, by age and gender, 2003 and 2010
- The ethical debate
- Other factors
- More online shopping
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- Figure 5: Where access the Internet, 2006
- More of a social circle
- Character merchandising
Broader Market Environment
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- Key points
- Higher PDI has built consumer confidence
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- Figure 6: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Stagnation in the birth-rate
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- Figure 7: Number of live births and fertility rate in England and Wales, 2002-12
- Fewer under-15s, but growth in 5-9s
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- Figure 8: Trends in male and female children’s population, by gender and age, 2002-12
- More children per woman
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- Figure 9: Average number of children per women, 1996-2006
- Average age of mothers at childbirth
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- Figure 10: Average age of mothers at childbirth, England and Wales, 1971-2005
- A taxing issue
Competitive Context
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- Key points
- Total consumer expenditure
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- Figure 11: Breakdown of total consumer expenditure, 2006
- Overall clothing category still in growth
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- Figure 12: Consumer expenditure on all garments, 2002-07
- Sports clothing
- Stepping into the market
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- Figure 13: Retail sales of footwear, 2002-07
- Schoolwear within the market
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- Figure 14: Consumer expenditure on school uniforms and childrenswear in general, 2002-07
- Pocket money
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Fabric innovations
- The organic trend
- Fair trade goods
- Faster fashion
- Accessorise
- Gifting
Market Size and Forecast
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- Key points
- The market for childrenswear
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- Figure 15: UK retail sales of childrenswear (aged 0-15), 2002-07
- Future growth potential
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- Figure 16: Forecast of the UK market for childrens wear, at current and constant prices, 2007-12
- Babywear boom time
- Kids’ clothing facing challenges
- Factors used in the forecast
Segment Performance
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- Key points
- All childrenswear sales
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- Figure 17: UK retail sales of childrenswear, by type, 2005 and 2007
- Girlswear helped by fashion trends
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- Figure 18: UK retail sales of girls’ outerwear (5-15), 2002-07
- Underwear and nightwear relatively buoyant
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- Figure 19: UK retail sales of girlswear (5-15), by type, 2005 and 2007
- Boyswear stagnates
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- Figure 20: UK retail sales of boys’ outerwear, 2002-07
- Underwear and nightwear hold up well
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- Figure 21: UK retail sales of boyswear (5-15), by type, 2005 and 2007 (XXX)
- Lavish spending on infants
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- Figure 22: UK retail sales of infantwear (0-4), 2002-07
- Baby trends
- Infant boys
- Infant girls
- Underwear
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- Figure 23: UK retail sales of infantwear, by type, 2005 and 2007
- Schoolwear
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- Figure 24: UK retail sales of schoolwear (4-15), 2002-07
- Accessories and footwear
Market Share
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- Key points
- Retailer shares
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- Figure 25: Manufacturers’ branded shares of the childrenswear market, by value, 2005 and 2007
- On the up
- Finding the going tough
Retailers and Products
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- Key points
- Marks & Spencer – better styles and shorter lead times
- Next – building fashions
- Adams – strengthening Boots links
- Asda (George) – expanding organics and fashion
- Tesco expanded selling space
- Primark has real momentum
- Mothercare transformed into destination store
- Woolworths – Ladybird has a strong sense of identity
- Bhs – yet to capitalise on Tammy brand
- Debenhams – successful Designer at Debenhams ranges
- Gap – kids’ ranges performing better than adults
- Matalan – strong fashion elements
- New Look – adding baby and young children’s clothing
- H&M – fashionable and competitive
- Peacocks – lacks styling edge
- Other
- Sainsbury’s
- Monsoon
- Ones to watch
- New entrants
- Branded suppliers
Brand Communication and Promotion
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- Key points
- Main monitored adspend
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- Figure 26: Main monitored media advertising expenditure on childrenswear, 2003-07*
- Press dominance overtaken by TV
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- Figure 27: Main monitored media advertising expenditure on childrenswear, by medium, 2003-07*
- This is not just childrenswear, this is M&S childrenswear
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- Figure 28: Main monitored media advertising expenditure on childrenswear, by brand, 2006
- Advertising strategy
Channels to Market
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- Key points
- Grocery multiples set the pace
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- Figure 29: UK retail sales of childrenswear, by outlet, 2005 and 2007
- Offline vs. online shopping
The Consumer – Purchase Habits
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- Shoppers – Who buys childrenswear?
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- Figure 30: Purchasing of childrenswear in the last 12 months, 2005-07
- Gifting key purchase trigger
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- Figure 31: When new clothes are most likely to be bought, September 2007
- When do youths shop for clothing?
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- Figure 32: Frequency of shopping for clothes – 11-15s, 2002-06
- 7-10s go with their parents
- Young teens are regular shoppers
- Profile of those purchasing childrenswear in the last 12 months
The Consumer – Purchase Considerations
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- Key points
- Important factors when shopping for childrenswear
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- Figure 33: Important factors when purchasing children’s clothing, September 2007
- Agreement with statements about shopping for childrenswear
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- Figure 34: Agreement with statements about shopping for children’s/baby clothes, September 2007
- Attitudes towards Childrenswear Shopping
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- Figure 35: Other important purchase considerations when buying children’s/baby clothes, September 2007
Further Analysis – Shopping Habits
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- Figure 36: Repertoire of when new clothes are most likely to be bought, September 2007
- Clothes purchasing typologies
- Dislikers (17% of shoppers)
- Children’s Choice (23% of shoppers)
- Predominant Shoppers (14% of shoppers)
- Gifts Only (46% of shoppers)
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Appendix
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- Advertising data
- Abbreviations
- Competitive context
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- Figure 37: How money is spent – 7-10-year-olds, 2002-06
- Figure 38: How money is spent – 11-15-year-olds, 2002-06
- The consumer – purchase habits: Detailed demographics
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- Figure 39: Purchasing of childrenswear in the last 12 months, by age, gender, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
- Figure 40: Purchasing of childrenswear in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, lifestage, tenure, region, ACORN category, media usage, household size and car usage, 2007
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- Figure 41: When new clothes are most likely to be bought, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 42: When new clothes are most likely to be bought, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- The consumer – purchase considerations: Detailed demographics
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- Figure 43: Important factors when purchasing children’s clothing, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 44: Important factors when purchasing children’s clothing, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 45: Important factors when purchasing children’s clothing, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 46: Important factors when purchasing children’s clothing, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 47: Agreement with statements about shopping for children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 48: Agreement with statements about shopping for children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 49: Agreement with statements about shopping for children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 50: Agreement with statements about shopping for children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Outlets where consumers buy childrenswear
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- Figure 51: Outlets where children’s clothing/babywear was bought in the last 12 months, September 2007
- Figure 52: Outlets where children’s clothing/babywear was bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 53: Outlets where children’s clothing/babywear was bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 54: Outlets where children’s clothing/babywear was bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 55: Outlets where children’s clothing/babywear was bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 56: Outlets where children’s clothing/babywear was bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 57: Outlets where children’s clothing/babywear was bought in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 58: Other important purchase considerations when buying children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
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- Figure 59: Other important purchase considerations when buying children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Figure 60: Other important purchase considerations when buying children’s/baby clothes, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
- Further analysis – shopping habits
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- Figure 61: Repertoire of when new clothes are most likely to be bought, by gender, age, socio-economic group, marital status, lifestage, working status, tenure, ACORN category, commercial TV viewing, region, media usage, supermarket usage, detailed lifestage groups, presence of children and Mintel’s Special GroupsSeptember 2007
- Figure 62: Clothing purchasing typologies, by gender, age, socio-economic group, marital status, lifestage, working status, tenure, ACORN category, commercial TV viewing, region, media usage, supermarket usage, detailed lifestage groups, presence of children and Mintel’s Special Groups, September 2007
- Cluster formation
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- Figure 63: Clothing typologies and agreement with statements about shopping for children’s/baby clothes, September 2007
- Figure 64: Clothing typologies and outlets where children’s clothing/babywear was bought in the last 12 months, September 2007
- Figure 65: Clothing typologies and important factors when purchasing children’s clothing, September 2007
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- Figure 66: Clothing typologies and other important purchase considerations when buying children’s/baby clothes, September 2007
- Figure 67: Who 7-10s usually go shopping for clothes with, 2002-06
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- Figure 68: Who 11-15s usually go shopping for clothes with, 2002-06
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