Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Market source data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Small growth sustained by infant/toddler clothing sales
- Market drivers include a diversity of factors
- Where the opportunities lie
- Competition becoming more fierce
- The new frugality is in
- Companies and brands use similar tactics
- Marketing strategists learning to adapt
- The consumer
Insights and Opportunities
-
- Encouraging parents to spend more on their kids
- Taking advantage of social networking and media
- Taking a cue from smaller companies
- Dickies cornering the market on uniforms
- Parents and their “mini-me” tots
Inspire Insights
-
- Trend: Learning Through Play
Market Size and Forecast
-
- Key points
- Recession hits children’s apparel market as it drives down sales
- The gift of thrift
- Upscale chain closes its doors
- Total sales and forecast
-
- Figure 1: Total U.S. sales and forecast of children’s clothing, at current prices, 2005-15
- Figure 2: Total U.S. sales and forecast of children’s clothing, at inflation-adjusted prices, 2005-15
Market Drivers
-
- Hispanic population growing faster for children under 12
-
- Figure 3: U.S. Hispanic population, by age, 2005-15
-
- Figure 4: Purchases of children’s clothing, by race/Hispanic origin, February 2009-March 2010
-
- Figure 5: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
- Older children present slightly more opportunities for growth
-
- Figure 6: Total U.S. population, by age, 2005-15
- Figure 7: Total amount spent on children’s clothing—6-11s, by gender and age, February 2009-March 2010
- Back-to-school sales stronger for many retailers in 2010, compared to an especially anemic 2009
- Grandparents taking care of their grandchildren
- More children wearing uniforms in both private and public schools
-
- Figure 8: Percent of public schools requiring uniforms, by selected cities, 2000
- 40 is the new 30
Segment Performance
-
- Key points
- Sales of children’s clothing, by segment
-
- Figure 9: Total U.S. retail sales and forecast of children’s clothing, at current prices, by segment, 2005-15
- Fleece wear remains buoyant for girls and boys
-
- Figure 10: Total U.S. retail sales of children’s clothing, by segment, 2008 and 2010
Segment Performance—Infant and Toddler
-
- Key points
- Growth predicted for sales of infant/toddler clothing
-
- Figure 11: Total U.S. retail sales and forecast of infant and toddler clothes, at current prices, 2005-15
Segment Performance—Girls’ Clothing
-
- Key points
- Recessionary woes continue to impact girls’ clothing
-
- Figure 12: Total U.S. retail sales and forecast of girls’ clothes, at current prices, 2005-15
Segment Performance—Boys’ Clothing
-
- Key points
- Boys’ clothing sales show decline as well, not as much as for girls’ apparel
-
- Figure 13: Total U.S. retail sales and forecast of boys’ clothes, at current prices, 2005-15
Companies and Brands
-
- Key points
- Many retailers now competing in all clothing categories
- H&M
- Dollar stores and mass merchandisers
- Consignment becoming all the rage
- Venture capitalists acquire Gymboree
- Target
- Sears
- Von Maur
- Carter’s
- JCPenney
- Bloomingdale’s
- Macy’s
- OshKosh B’gosh
- Justice for Girls
- Old Navy/GapKids/babyGap
Innovation and Innovators
-
- Stella McCartney
- Umi and its unique promotions
- BBC International and a focus on technological innovation
- My Baby Rocks
- CH Caroline Herrera
Marketing Strategies
-
- Overview
- Brand positioning and TV advertising
- Crocs
-
- Figure 14: Brand analysis of Crocs, 2010
-
- Figure 15: Crocs television ad, 2010
- Garanimals
-
- Figure 16: Brand analysis of Garanimals, 2010
- Figure 17: Garanimals television ad, 2010
- Stride Rite
-
- Figure 18: Brand analysis of Stride Rite, 2010
- Figure 19: Stride Rite television ad, 2010
- Skechers
-
- Figure 20: Brand analysis of Skechers, 2010
-
- Figure 21: Skechers television ad, 2010
- Social media tools and tactics
- “Mommy blogs” gain in power
- Customer reviews
- Crocs
- GapKids
- Carter’s
- Other brands
Children’s Clothing Purchases
-
- Key points
- Purchases in the previous year
-
- Figure 22: Purchases of children’s clothing, by age, February 2009-March 2010
-
- Figure 23: Purchases of children’s clothing, by household income, February 2009-March 2010
- Ages of children clothing was purchased for
-
- Figure 24: Ages of children clothes bought for, by age, February 2009-March 2010
Average Spend By Age of Child
-
- Key points
- Amount spent on children <1 year old
-
- Figure 25: Total amount spent on clothing for kids <1 year old, by age, February 2009-March 2010
-
- Figure 26: Total amount spent on clothing for kids <1 year old, by household income, February 2009-March 2010
- Amount spent on children 1-5 years old
-
- Figure 27: Total amount spent on clothing for kids 1-5 years old, by age, February 2009-March 2010
-
- Figure 28: Total amount spent on clothing for kids 1-5 years old, by household income, February 2009-March 2010
- Amount spent on children 6-11 years old
-
- Figure 29: Total amount spent on clothing for kids 6-11 years old, by age, February 2009-March 2010
-
- Figure 30: Total amount spent on clothing for kids 6-11 years old, by household income, February 2009-March 2010
- Amount spent on all ages
-
- Figure 31: Total amount spent on clothing for children of all ages, by age, February 2009-March 2010
-
- Figure 32: Total amount spent on clothing for children of all ages, by region, February 2009-March 2010
Purchases for Girls and Boys
-
- Key points
- Girls’/boys’ purchases
-
- Figure 33: Clothing purchases for boys vs girls, by gender, October 2010
-
- Figure 34: Clothing purchases for boys vs girls, by age, October 2010
Impact of Recession on Shopping Habits For Kids’ Clothes
-
- Key points
- Most parents wait for sales
-
- Figure 35: Impact of recession on shopping habits for kids’ clothes, by gender, October 2010
-
- Figure 36: Impact of recession on shopping habits for kids’ clothes, by age, October 2010
-
- Figure 37: Impact of recession on shopping habits for kids’ clothes, by household income, October 2010
-
- Figure 38: Impact of recession on shopping habits for kids’ clothes, by region, October 2010
Retailers Shopped for Children’s Clothing
-
- Key points
- Mass merchandisers remain the top venue for shoppers
-
- Figure 39: Source of last children’s clothing purchase, by gender, October 2010
-
- Figure 40: Source of last children’s clothing purchase, by age, October 2010
-
- Figure 41: Source of last children’s clothing purchase, by household income, October 2010
Clothes Shopping Behaviors
-
- Key points
- Children’s clothing—time to shop and outgrown or outworn
-
- Figure 42: Children’s clothing—time to shop and outgrown or outworn, by gender, October 2010
-
- Figure 43: Children’s clothing—time to shop and outgrown or outworn, by age, October 2010
-
- Figure 44: Children’s clothing—time to shop and outgrown or outworn, by household income, October 2010
- Attitudes towards children’s clothing and shopping
-
- Figure 45: Attitudes towards children’s clothing and shopping, by gender, October 2010
-
- Figure 46: Attitudes towards children’s clothing, by age, October 2010
-
- Figure 47: Attitudes towards children’s clothing, by household income, October 2010
-
- Figure 48: Attitudes towards children’s clothing, by region, October 2010
Impact of Race/Hispanic Origin
-
- Key points
- Purchases in the previous year
-
- Figure 49: Purchases of children’s clothing, by race/Hispanic origin, February 2009-March 2010
- Purchases by age of child
-
- Figure 50: Ages of children clothes bought for, by race/Hispanic origin, February 2009-March 2010
- Amount spent on children <1 year old
-
- Figure 51: Total amount spent on clothing for kids <1 year old, by race/Hispanic origin, February 2009-March 2010
- Amount spent on children 1-5 years old
-
- Figure 52: Total amount spent on clothing for kids 1-5 years old, by race/Hispanic origin, February 2009-March 2010
- Amount spent on children 6-11 years old
-
- Figure 53: Total amount spent on clothing for kids 6-11 years old, by race/Hispanic origin, February 2009-March 2010
- Purchases for girls and boys
-
- Figure 54: Clothing purchases for boys vs girls, by race/Hispanic origin, October 2010
- Impact of the recession
-
- Figure 55: Impact of recession on shopping habits for kids’ clothes, by race/Hispanic origin, October 2010
- Retailer choices for children’s clothing
-
- Figure 56: Source of last children’s clothing purchase, by race/Hispanic origin, October 2010
- Opinions, preferences and features about children’s clothes
-
- Figure 57: Attitudes towards children’s clothing and shopping, by race/Hispanic origin, October 2010
Cluster Analysis
-
- Mass merchandise downturners
- Demographics
- Characteristics
- Opportunity
- Gifted and self-indulgent
- Demographics
- Characteristics
- Opportunity
- Recession-resistant
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
-
- Figure 58: Children’s clothing clusters, October 2010
- Figure 59: Clothing purchases for boys vs girls, by children’s clothing clusters, October 2010
-
- Figure 60: Impact of recession on shopping habits for kids’ clothes, by children’s clothing clusters, October 2010
- Figure 61: Source of last children’s clothing purchase, by children’s clothing clusters, October 2010
-
- Figure 62: Attitudes towards children’s clothing and shopping, by children’s clothing clusters, October 2010
- Cluster demographics
-
- Figure 63: Children’s clothing clusters, by gender, October 2010
- Figure 64: Children’s clothing clusters, by age, October 2010
- Figure 65: Children’s clothing clusters, by household income, October 2010
-
- Figure 66: Children’s clothing clusters, by race, October 2010
- Figure 67: Children’s clothing clusters, by Hispanic origin, October 2010
-
- Figure 68: Children’s clothing clusters, by marital status, October 2010
- Cluster methodology
Custom Consumer Tables—Mosaic Groupings
-
- Key points
- Incident of purchase of children’s clothing
-
- Figure 69: Purchases of children’s clothing, by Mosaic groupings, February 2009-March 2010
- Ages of children clothing was purchased for
-
- Figure 70: Ages of children clothes bought for, by Mosaic groupings, February 2009-March 2010
- Amount spent on all ages
-
- Figure 71: Total amount spent on clothing for children of all ages, by Mosaic groupings, February 2009-March 2010
Appendix—Other Useful Consumer Tables
-
-
- Figure 72: Total amount spent on clothing for children of all ages, by household income, February 2009-March 2010
-
- Figure 73: Clothing purchases for boys vs girls, by region, October 2010
-
- Figure 74: Source of last children’s clothing purchase, by region, October 2010
-
Appendix—Trade Associations
Back to top