Mintel last examined childrenswear retailing in 2001. In the time that has passed since the last report the market has continued to change and reshape. There are several key features of retail change that characterise childrenswear retailing today. The supermarkets have significantly improved market share, through a combination of good styling and very competitive prices. This channel of retailing has huge advantages compared to many conventional high street shops, mainly high regular footfall, and convenient free parking. The value sector has also performed very well, again providing the seduction of very low prices, together with pleasing store environments. Matalan also has the added bonus of long store opening hours and adjacent free parking. Both of these channels of retailing have put pressure on the mid-market where Marks & Spencer has struggled to find the right formula and other mid-priced retailers have had to adjust their pricing and marketing strategies in order to compete. Next appears to have ownership of this middle ground, with strong appeal to better off consumers, and with excellent branding that appears to attract a wide audience.

The top of the market has been performing very well, with branded children's clothing setting the pace. This has been a benefit to those independents with a professional approach to range building and to securing good branded accounts. Today's well-off consumers are prepared to spend high sums to get the top brands for babies and children.

As distribution has broadened to a wider range of types of retailer shopper habits have changed accordingly. This puts pressure on conventional high street chains who must now be more innovative with range building and seasonal changes in order to succeed. 'Fast fashion', a short-hand term adopted by the fashion industry for shorter lead times and working closer to the season, is definitely influencing the childrenswear market, particularly for the older age groups from nine upwards. This will become an increasingly influential tool for the multiple retailers, helping to stimulate extra demand.

The childrenswear market is a very challenging place in which to trade. Today's consumers are ever-more demanding and retailers in this sector must be swift on their feet, adaptable and innovative if they are to compete. The report examines childrenswear retailing in the UK and looks at the strategies, techniques and operational issues that lie behind the most successful retailers.

Other Mintel reports of relevance include:

- Clothing Retailing in the UK, Retail Intelligence - European Report, May 2002

- Schoolwear, Market Intelligence - UK Report, May 2002

- Department and Variety Store Retailing in the UK, Retail Intelligence - European Report, March 2002

- Babywear Retailing, Retail Intelligence - UK Report, March 2000.

.