Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Children’s clothing market continues to grow
- Demand for children’s clothing expected to grow due to population growth, Hispanic influence
- Larger-sized children’s clothing needed to address increasing weight
- Prevalence of school uniforms in some urban areas could dampen sales
- Competition intensifies across retail channels
- Traditional companies/brands face new competition from high-end brands
- Social media as a marketing tool is the norm, purchasing capability to follow
- Nearly all households with children have purchased children’s clothing in the last year
- Low prices, convenience, and selection at mass merchandisers
- Discounts, coupon offers are greatest motivators to visit a new retailer
- Prices and lack of sales/discounts/coupons greatest deterrents to return visits
- Most shop for clothing with children in tow
- Nonstandard clothing sizes presents a challenge to parents
- Race and Hispanic origin impact shopping habits and perceptions
Insights and Opportunities
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- GPS tracking in children’s clothing may appeal to concerned parents
- Focus on activewear to get kids moving
- Marketing and promotional opportunities
- Promoting seasonal apparel can encourage year-round sales
- Timing is everything for sales promotions, biannual sales
- Support local sports teams through apparel offerings
- Paperless receipts concept provides convenience and a “green” shade
- Retail alternatives gaining ground
Inspire Insights
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- Inspire Trend: Why Buy
- Inspire Trend: Men Shopping Badly
Market Size and Forecast
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- Key points
- Sales of children’s clothing exceed prerecessionary levels
- Sales and forecast of market
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- Figure 1: Total U.S. retail sales and expected forecast of children’s clothing, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and expected forecast of children’s clothing, at inflation-adjusted prices*, 2006-16
- Fan chart forecast
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- Figure 3: TOTAL U.S. retail sales and expected forecast of children’s clothing, with best and worst cases, 2006-16
- Following a steep decline, consumer spending begins recovery in 2010
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- Figure 4: Amount spent on clothing/shoes for children younger than 12 in the last 12 months, 2002-11
Market Drivers
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- Birthrate decline could dampen demand for infant/toddler clothing in the short term
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- Figure 5: U.S. birthrate, 2003-11
- Growth in child population to outpace total population growth
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- Figure 6: U.S. population, by age, 2006-16
- Hispanic children to account for a greater share of the market
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- Figure 7: U.S. Hispanic households, by presence and ages of children, 2009
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- Figure 8: U.S. Hispanic and non-Hispanic population of children, 2006-16
- Economic uncertainties continue to encourage budget-shopping behaviors
- Consumers wary about future
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- Figure 9: University of Michigan’s index of consumer sentiment, January 2007-August 2011
- Retailers have conditioned shoppers to look for deals
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- Figure 10: Redemption growth for coupons, by type, 2009
- Childhood obesity epidemic spurs demand for larger-sized children’s clothing
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- Figure 11: Prevalence of obesity among children and adolescents, aged 2-19, for selected years 1971-2008
- School uniforms remain prevalent
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- Figure 12: Percentage of public schools requiring uniforms, 1999-2008
- Sidebar: Classroom conformity may detract from more fashionable retail sales
- Changing family dynamics affects shopping behavior
- Kids as influencers of parents
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- Figure 13: Abercrombie kids girl’s push up bikini top, 2011
Segment Performance
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- Key points
- Sales of children’s clothing, by segment
- Sales of market, by segment
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- Figure 14: Total U.S. retail sales and forecast of children’s clothing, at current prices, by segment, 2006-16
- Presence of older children drives growth in boys’ and girls’ segments
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- Figure 15: Total U.S. retail sales of children’s clothing, by segment, 2009 and 2011
Segment Performance—Infant and Toddler
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- Key points
- Growth predicted for infant/toddler clothing segment
- Sales and forecast of infant/toddler clothing
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- Figure 16: Total U.S. retail sales and forecast of infant and toddler clothes, at current prices, 2006-16
Segment Performance—Girls’ Clothing
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- Key points
- Girls’ clothing to remain largest segment of children’s clothing
- Sales and forecast of girls’ clothing
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- Figure 17: Total U.S. retail sales and forecast of girls’ clothes, at current prices, 2006-16
Segment Performance—Boys’ Clothing
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- Key points
- Boys’ clothing sales on the rise
- Sales and forecast of boys’ clothing
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- Figure 18: Total U.S. retail sales and forecast of boys’ clothes, at current prices, 2006-16
Retail Channel Developments
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- Key points
- Cross-channel competition heats up
- More consumers shop online
- Resale stores have a renewed caché
Companies and Brands
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- Overview
- Generalist clothing retailers/brands
- Gap, Inc.: Old Navy/GapKids/babyGap
- Specialist children clothing retailers/brands
- Gymboree
- Carter’s
- Hanna Andersson
- Department stores
- Macy’s
- JCPenney
- Sears
- Mass Merchanidsers
- Target
- Other retailers/brands
- Disney
Marketing Strategies
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- Social media tools and tactics
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- Figure 19: Profiled companies and brands retail stores and social media reach, July 28, 2011
- Integrating Facebook and Twitter
- Bloggers
- Other technological advancements
- Other marketing activity
- Collective discounting
- Advertising expenditures
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- Figure 20: Apparel retailers advertising spending, 2008-09
- Television advertising
- Macy’s
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- Figure 21: Macy’s television commercial, Back to School, July 2010
- Kohl’s
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- Figure 22: Kohl’s television commercial, Everything the kids want, August 2010
- Target
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- Figure 23: Target television commercial, Girls Dancing, August 2010
- H&M
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- Figure 24: H&M television commercial, Boys Dancing, March 2011
Innovations and Innovators
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- Retailer and designer collaborations for children’s clothing
- High-end designer collections for children’s clothing
- Pump wear improves lives of children with diabetes
- 77kids Style Lab is all about the experience
Children’s Clothing Purchases and Spend
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- Key points
- Purchase incidence remains relatively stable throughout recession
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- Figure 25: Purchased clothing/shoes for any children younger than 12 in the last 12 months, 2002-11
- However, purchasing for babies declined significantly
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- Figure 26: Purchased clothing/shoes for children age groups younger than 12 in the last 12 months, 2002-11
- Moms more likely than dads to be purchasers of children’s clothing
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- Figure 27: Past 12-month children’s clothing purchase incidence, by key adult demographics, May 2011
- Overall, demographic groups spend similarly on children’s clothing
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- Figure 28: Purchased clothing/shoes for any children younger than 12 in the last 12 months and amount spent, by gender, age, and household income, February 2010-March 2011
- Average annual spending appears to be on the upswing
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- Figure 29: Amount spent on clothing/shoes for children age groups younger than 12 in the last 12 months, 2002-11
Retailers Shopped for Children’s Clothing
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- Key points
- Mass merchandisers are channel of choice for shoppers
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- Figure 30: Retail channels typically shopped and where last purchase was made, May 2011
- Men more willing to spend at the higher end; women go thrifty
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- Figure 31: Retail channels typically shopped, by adult gender, May 2011
- Nearly half of last purchases among those aged 45+ were at mass merchandisers
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- Figure 32: Retail channel where last purchase was made, by adult age, May 2011
- Higher-income parents spread the wealth around
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- Figure 33: Retail channel where last purchase was made, by household income, May 2011
Motivations to Visit a Children’s Clothing Retailer
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- Key points
- Men more likely than women to be influenced by advertising
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- Figure 34: Motivations to visit a children’s clothing retailer, by adult gender, May 2011
- 45+ less likely to be motivated by digital promotions for shopping trips
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- Figure 35: Motivations to visit a children’s clothing retailer, by adult age, May 2011
- Promotional tactics more influential among respondents with higher household incomes
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- Figure 36: Motivations to visit a children’s clothing retailer, by household income, May 2011
Reasons for Not Shopping at a Particular Retailer
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- Key points
- Price is top deterrent to shopping a children’s clothing retailer
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- Figure 37: Reasons for not shopping at a particular children’s clothing store, May 2011
- Store atmosphere causes men to shift retailers visited
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- Figure 38: Reasons for not shopping at a particular children’s clothing store, by adult gender, May 2011
- Younger consumers more impacted by price, poor quality, long lines
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- Figure 39: Reasons for not shopping at a particular children’s clothing store, by adult age, May 2011
- Quality also plays a determining role in where consumers shop
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- Figure 40: Reasons for not shopping at a particular children’s clothing store, by household income, May 2011
Typical Behaviors When Shopping for Children’s Clothing
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- Key points
- Women wait for sales and use coupons more when shopping
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- Figure 41: Typical behaviors when shopping for children’s clothing, by adult gender, May 2011
- Older parents (aged 45+) least likely to use coupons—but wait for sales
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- Figure 42: Typical behaviors when shopping for children’s clothing, by adult age, May 2011
- Household income levels play a role in shopping behaviors
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- Figure 43: Typical behaviors when shopping for children’s clothing, by household income, May 2011
- Marital/relationship status impacts shopping behavior
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- Figure 44: Typical behaviors when shopping for children’s clothing, by marital/relationship status, May 2011
Shopping Companions
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- Key points
- Presence of children when shopping means kids have influence at the store
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- Figure 45: Shopping companions when buying children’s clothes, May 2011
- When men shop, they are less likely to go solo
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- Figure 46: Shopping companions when buying children’s clothes, by adult gender, May 2011
Attitudes Toward Shopping for Children’s Clothing
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- Key points
- Children’s clothing sizing, styles create challenges for parents
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- Figure 47: Attitudes toward shopping for children’s clothing, May 2011
- Women more opinionated about children’s clothing than men
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- Figure 48: Attitudes toward shopping for children’s clothing, by adult gender, May 2011
- Higher-income households less price sensitive, see themselves as style-setters
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- Figure 49: Attitudes toward shopping for children’s clothing, by household income, May 2011
- Age and gender of children impact parents’ attitudes about clothing
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- Figure 50: Attitudes toward shopping for children’s clothing, by boy age, May 2011
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- Figure 51: Attitudes toward shopping for children’s clothing, by girl age, May 2011
Perceptions of Children’s Attitudes toward Shopping
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- Key points
- Girls enjoy shopping, finding styles and sizes is challenging
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- Figure 52: Adult perception of children’s attitudes toward shopping, by girl age, May 2011
- Cartoons appeal to younger boys, sports teams popular for all young boys
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- Figure 53: Adult perception of children’s attitudes toward shopping, by boy age, May 2011
Impact of Race and Hispanic Origin
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- Key points
- Overall, Hispanic parents less likely to have purchased children’s clothing
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- Figure 54: Past 12-month children’s clothing purchase incidence, by race/Hispanic origin, May 2011
- Black parents spend the most on children’s clothing; Asians spend the least
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- Figure 55: Amount spent on clothing/shoes for any children younger than 12 in the last 12 months, by race/Hispanic origin, February 2010-march 2011
- Figure 56: Median household income by race and Hispanic origin of householder, 2009
- Mass merchandisers and value department stores are top destinations
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- Figure 57: Retail channels typically shopped for children’s clothing, by race/Hispanic origin, May 2011
- Hispanic parents motivated by coupons/discount offers
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- Figure 58: Motivations to visit a children’s clothing retailer, by race/Hispanic origin, May 2011
- Other races most sensitive to negative store aspects; more likely to stop visiting certain retailers
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- Figure 59: Reasons for not shopping at a particular children’s clothing store, by race/Hispanic origin, May 2011
- Cost-related factors impact shopping behavior across all races/ethnicities
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- Figure 60: Typical behaviors when shopping for children’s clothing, by race/Hispanic origin, May 2011
- Hispanics more likely to shop with spouses, older children
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- Figure 61: Shopping companionship, by race/Hispanic origin, May 2011
- White parents think children’s clothing is overpriced, more likely to prefer hand-me-downs
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- Figure 62: Attitudes toward shopping for children’s clothing, by race/Hispanic origin, May 2011
Cluster Analysis
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- Disengaged Discounters
- Demographics
- Characteristics
- Opportunity
- Deal seekers
- Demographics
- Characteristics
- Opportunity
- Indifferent Independents
- Demographics
- Characteristics
- Opportunity
- Characteristics
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- Figure 63: Children’s clothing clusters, May 2011
- Figure 64: Motivations to visit a children’s clothing retailer, by children’s clothing clusters, May 2011
- Figure 65: Reasons for not shopping at a particular children’s clothing store, by children’s clothing clusters, May 2011
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- Figure 66: Typical behaviors when shopping for children’s clothing, by children’s clothing clusters, May 2011
- Figure 67: Attitudes toward shopping for children’s clothing, by children’s clothing clusters, May 2011
- Demographics
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- Figure 68: Children’s clothing clusters, by gender, May 2011
- Figure 69: Children’s clothing clusters, by age, May 2011
- Figure 70: Children’s clothing clusters, by household income, May 2011
- Figure 71: Children’s clothing clusters, by race/Hispanic origin, May 2011
- Cluster methodology
Appendix—Other Useful Consumer Tables
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- Figure 72: Past 12-month children’s clothing purchase incidence, by marital status, education and region, May 2011
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- Figure 73: Retail channels typically shopped for children’s clothing, by adult age, May 2011
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- Figure 74: Retail channels typically shopped for children’s clothing, by marital status, May 2011
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- Figure 75: Retail channels typically shopped for children’s clothing, by region, May 2011
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- Figure 76: Motivations to visit a children’s clothing retailer, by education, May 2011
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- Figure 77: Motivations to visit a children’s clothing retailer, by region, May 2011
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- Figure 78: Reasons for not shopping at a particular children’s clothing store, by region, May 2011
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- Figure 79: Typical behaviors when shopping for children’s clothing, by region, May 2011
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- Figure 80: Shopping companions when buying children’s clothes, by adult age, May 2011
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- Figure 81: Shopping companions when buying children’s clothes, by household income, May 2011
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- Figure 82: Shopping companions when buying children’s clothes, by marital/relationship status, May 2011
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- Figure 83: Shopping companions when buying children’s clothes, by region, May 2011
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- Figure 84: Attitudes toward shopping for children’s clothing, by adult age, May 2011
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- Figure 85: Attitudes toward shopping for children’s clothing, by region, May 2011
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Appendix—Trade Associations
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