Table of Contents
Issues in the Market
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- Main themes
- Definition
- Abbreviations
Future Opportunities
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- Less about price, more about value
- (Feel) the difference
- Clothing with extra ‘oomph’
- Tech-savvy and hip fashion for kids
- Ethical Responsibility
- Not quite virtual shopping
Market in Brief
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- Price deflation hits retailers hard
- Supermarkets and discounters benefit from a shift towards value...
- ...proving popular with those on low incomes in particular
- Addressing continuing concerns should offer retailers opportunities
Internal Market Environment
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- Key points
- Retail environment rocked by the arrival of discounters...
- ...and the impact of low-cost imports
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- Figure 1: Implied price deflator, clothing, garments, percentage change, quarter on corresponding quarter of previous year, Q1 2006-Q2 2009
- Value has emerged as the key battleground
- Ethical issues begin to gain momentum
- Online becoming an ever more important channel
- Teenage spending power cannot be underestimated...
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- Figure 2: Money spent on clothing – 11-14-year-olds, by gender, 2009
- ...although the current recession appears to be involving parents more in purchasing
- Brands continue to be important within the market
- Issue of obesity set to place new demands on retailers
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- Figure 3: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
Broader Market Environment
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- Key points
- Growth in number of newborns set to boost the number of infants and young children
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- Figure 4: Trends in number of children, by age group, 2004-14
- Smaller families becoming the norm...
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- Figure 5: Trends in number of UK households, by size, 2004-14
- ...with one-parent families on the increase
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- Figure 6: Dependent children, by family type, 1997, 2001 and 2006
- Higher levels of employment continue to boost household income
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- Figure 7: Trends in employment and unemployment, by gender, 2004-14
- Clothing prices in freefall
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- Figure 8: UK Consumer Price Index changes, all goods and clothing and footwear, 2001-08
- Economic slowdown impacts adversely on consumer expenditure
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- Figure 9: PDI and consumer expenditure, at current prices, 2004-14
Competitive Context
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- Key points
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- Figure 11: Performance of childrenswear market compared to womenswear and menswear, 2004-09
- Childrenswear sales also suffer against children’s footwear
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- Figure 12: UK retail sales of childrenswear, children’s footwear and toys, 2004-09
- Childrenswear performs better than toys
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Online activity becomes smart
- Supermarkets seek to differentiate clothing from other products
- Tie-ins to drive sales in difficult areas
- Adult brands enter new territory
- Giving shoppers a helping hand
- Value shopping moves to another level
- Using design to overcome the issue of price
Market Size and Forecast
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- Key points
- Deflationary pressures result in falling market value
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- Figure 13: UK retail value sales of childrenswear, at current and constant 2009 prices, 2004-14
- Infantswear sales remain robust
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- Figure 14: UK retail sales of childrenswear, by sector, 2004-14
- Schoolwear market proves more robust
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- Figure 15: UK retail value sales of schoolwear, 2004-14
- Future
- Factors used in the forecast
Retail Competitor Analysis/Market Share
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- Key points
- Discounters and supermarkets both make progress
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- Figure 16: UK retail value sales of childrenswear, percentage share, by outlet type, 2005-09
- Value retailers become a mainstream alternative...
- ...resulting in childrenswear specialists coming under severe competition
- Traditional retailers refocus their attention towards quality
- Major retail brands increasingly dominate market
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- Figure 17: UK retail value sales of childrenswear, percentage share, by named retailer, 2005-09
- Childrenswear supports a large number of retailers
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- Figure 18: Leading childrenswear retailers, key data, December 2009
Companies and Products
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- Major players
- Adams Childrenswear
- Bhs
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- Figure 19: Bhs Limited, financial performance, 2007 and 2008
- Debenhams
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- Figure 20: Debenhams Plc, financial performance, 2008 and 2009
- George at Asda
- Marks & Spencer
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- Figure 21: M&S UK, financial performance, 2008 and 2009
- Matalan
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- Figure 22: Matalan Limited, financial performance, 2008 and 2009
- Mothercare
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- Figure 23: Mothercare UK, financials, 2008 and 2009
- Next
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- Figure 24: Next Retail, financials, 2008 and 2009
- Primark
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- Figure 25: Primark stores, financial performance, 2007 and 2008
- Tesco
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- Figure 26: Tesco Plc, financial performance, 2008 and 2009
Brand Elements
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- Key points
- Brand map
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- Figure 27: Attitudes towards and visitation of childrenswear retail brands, December 2009
- Brand qualities of childrenswear retail brands
- M&S and Mothercare most kid-friendly
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- Figure 28: Personalities of various childrenswear retail brands, December 2009
- Experience of childrenswear retail brands
- Low prices most popular
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- Figure 29: Consumer visitation of various childrenswear retail brands, December 2009
- Brand consideration for childrenswear retail brands
- M&S and Mothercare top of mind
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- Figure 30: Consideration of various childrenswear retail brands, December 2009
- Brand satisfaction for childrenswear retail brands
- Top fashion brands best all round
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- Figure 31: Satisfaction with various childrenswear retail brands, December 2009
- Brand commitment to childrenswear retail brands
- Like parent, like child
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- Figure 32: Commitment to various childrenswear retail brands, December 2009
- Brand intentions for childrenswear retail brands
- George and M&S are first choice
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- Figure 33: Future usage intentions for various childrenswear retail brands, December 2009
- Brand recommendation for childrenswear retail brands
- Adult appeal most important
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- Figure 34: Recommendation of various childrenswear retail brands, December 2009
- Mothercare
- What the consumer thinks
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- Figure 35: Attitudes towards the Mothercare brand, December 2009
- Primark
- What the consumer thinks
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- Figure 36: Attitudes towards the Primark brand, December 2009
- George/Asda
- What the consumer thinks
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- Figure 37: Attitudes towards the George/Asda brand, December 2009
- Gap Kids
- What the consumer thinks
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- Figure 38: Attitudes towards the Gap Kids brand, December 2009
- Tesco
- What the consumer thinks
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- Figure 39: Attitudes towards the Tesco brand, December 2009
- Marks & Spencer
- What the consumer thinks
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- Figure 40: Attitudes towards the Marks & Spencer brand, December 2009
Retailer Advertising and Promotion
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- Key points
- Onset of recession appears to dent promotional support
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- Figure 41: Main media advertising spend on childrenswear, 2005-09
- Childrenswear losing share of ad support
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- Figure 42: Childrenswear versus total clothing advertising, 2005-08
- Short-term campaigns dictate much of the movement in this market
- Grocery outlets and M&S lead the way in the promotion of childrenswear
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- Figure 43: Adspend on childrenswear, by company, 2008
Outlets Where Childrenswear is Bought
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- Key points
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- Figure 44: Outlets where childrenswear is bought, November 2009
- Supermarkets and value retailers dominate the purchasing scene
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- Figure 45: Type of outlet where childrenswear is bought, November 2009
- Supermarkets and value fashion retailers succeed with lower-income families
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- Figure 46: Shopper base of leading childrenswear retailers, by age and affluence, November 2009
- Traditional clothing stores opt to premiumise their offer
- Baby stores hold a niche status
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- Figure 47: Index of childrenswear shopper base, by outlet type, by age, November 2009
- Department stores are positioned towards wealthier shoppers
- Further analysis of retailer strategies within the childrenswear market
Attitudes Towards Buying Childrenswear and Schoolwear
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- Key points
- Gifting is an important reason to buy childrenswear
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- Figure 48: Attitudes towards shopping for childrenswear, November 2009
- Those who gift may need help
- Improving the shopping experience
- Families under pressure
- Older children have a greater say in choosing their own clothes
- Value is uppermost when purchasing schoolwear
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- Figure 49: Attitudes towards buying schoolwear for children, November 2009
- Larger families are likely to be focused more on getting a deal
- Men are more likely to seek out value
- Statements on attitudes towards schoolwear by where consumers shop
Impact of Recession on Childrenswear Shopping
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- Key points
- Recession prompts interest in getting a bargain
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- Figure 50: Impact of the economic downturn on the children's clothing market, November 2009
- Women and young families attracted by sales…
- …as well as well as opportunities for downtrading
- Value ranges are not popular with everyone…
- …although coupons are effective
- High earners remain a lucrative market
- Replacement shoppers
Target Groups
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- Key points
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- Figure 51: Target groups for childrenswear, November 2009
- Enthusiasts (16%)
- Gift Purchasers (29%)
- Price Conscious (17%)
- Apathetic (38%)
Appendix – Internal Market Drivers
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- Figure 52: Shopping habits – boys aged 7-10, 2005-09
- Figure 53: Shopping habits – girls aged 7-10, 2005-09
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- Figure 54: Shopping habits – boys aged 11-14, 2005-09
- Figure 55: Shopping habits – girls aged 11-14, 2005-09
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- Figure 56: Source of income and amount received per week – 7-10-year-olds, by gender, 2009
- Figure 57: Source of income and amount received per week – 11-14-year-olds, by gender, 2009
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Appendix – Broader Market Drivers
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- Figure 58: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
- Figure 59: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
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- Figure 60: Trends in the age structure of the UK population, by gender, 2004-14
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Appendix – The Consumer – Outlets Where Childrenswear is Bought
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- Figure 61: Most popular outlet type used to buy childrenswear, by demographics, November 2009
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- Figure 62: Most popular outlets used to buy childrenswear, by demographics, November 2009 (continued)
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- Figure 63: Other outlets used to buy childrenswear, by demographics, November 2009 (continued)
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- Figure 64: Least popular outlets used to buy childrenswear, by demographics, November 2009 (continued)
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Appendix – The Consumer – Attitudes towards Buying Childrenswear and Schoolwear
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- Childrenswear
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- Figure 65: Most popular attitudes towards childrenswear shopping, by demographics, November 2009
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- Figure 66: Next most popular attitudes towards childrenswear shopping, by demographics, November 2009 (continued)
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- Figure 67: Outlets used to buy childrenswear, by most popular attitudes towards childrenswear shopping, November 2009
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- Figure 68: Outlets used to buy childrenswear, by next most popular attitudes towards childrenswear shopping, November 2009 (continued)
- Schoolwear
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- Figure 69: Most popular attitudes towards buying schoolwear for children, by demographics, November 2009
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- Figure 70: Next most popular attitudes towards buying schoolwear for children, by demographics, November 2009 (continued)
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- Figure 71: Outlets used to buy childrenswear, by most popular attitudes towards buying schoolwear for children, November 2009
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- Figure 72: Outlets used to buy childrenswear, by next most popular attitudes towards buying schoolwear for children, November 2009 (continued)
Appendix – The Consumer – Impact of Recession on Childrenswear Shopping
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- Figure 73: Agreement with most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, by demographics, November 2009
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- Figure 74: Agreement with next most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, by demographics, November 2009 (continued)
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- Figure 75: Outlets used to buy childrenswear, by agreement with most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, November 2009
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- Figure 76: Outlets used to buy childrenswear, by agreement with next most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, November 2009 (continued)
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Appendix – Target Groups
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- Figure 77: Target groups, by demographics, November 2009
- Figure 78: Attitudes towards childrenswear shopping, by target groups, November 2009
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- Figure 79: Outlets used to buy childrenswear, by target groups, November 2009
- Figure 80: Agreement with attitudinal statements on the impact of the economic downturn on the children's clothing market, by target groups, November 2009
- Figure 81: Attitudes towards buying schoolwear for children, by target groups, November 2009
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