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Children's Clothing - US - July 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations & terms
Abbreviations
Terms
EXECUTIVE SUMMARY
A $30.6 billion market
Value is key in children’s clothing
Parents buy to represent style—and lifestyle
Personal sense of style a factor of age
Gift-givers a significant portion of children’s clothing market
Girls’ clothing shows greatest growth
Licensing key advantage in supply structure
Mass merchandisers lead the kids’ clothes market
Markdowns motivate many moms looking for kids clothes
Girls significantly more fashion conscious but, boys still want “cool” clothes
Customization of clothing size may become a norm
“Smart” clothes may be the future
Market forecast to reach $34.2 billion by 2008
MARKET DRIVERS
Population of kids and pre-teens
Figure 1: American population projections, by age, 2000-2010
Targeting pre-teens
Figure 2: Factors influencing the pre-teen apparel choice, Spring 2005
Declines in branded and licensed apparel
Increasing diversity
Figure 3: Amount spent on children’s clothes purchases in past year, by race/ethnicity, January 2004-September 2004
Figure 4: Population of kids 0-12, by race/ethnicity, 2000-2010
Children’s plus sizes
Figure 5: Incidence of being overweight, 6-11 year olds, 1976-2000
Innovation in toys and technology, a competition for apparel
MARKET SIZE AND TRENDS
Figure 6: Total U.S. retail sales of children’s clothing, at current and constant prices, 2002-2005
Market trends
MARKET SEGMENTATION
Figure 7: Sales of children’s clothing, segmented by type, 2003 & 2005
Infant/toddlers
Figure 8: Sales of infant/toddler clothing, at current and constant prices, 2002-2005
Girls
Figure 9: Sales of girls’ clothing, at current and constant prices, 2002-2005
Boys
Figure 10: Sales of boys’ clothing, at current and constant prices, 2002-2005
SUPPLY STRUCTURE
 INTRODUCTION
 COMPANIES AND BRANDS
Company profiles
Kellwood Company
Kids’ Headquarters
Lollytogs Ltd.
Nike
OshKosh B’Gosh
Polo Ralph Lauren
Sara Lee Corporation
The William Carter Company
ADVERTISING AND PROMOTION
Introduction
Retailers
J.C. Penney
Too, Inc.
Marketing through mom resource centers
ClubMom.com
ModernMom.com
RETAIL DISTRIBUTION
Factors affecting store choice
Licensing exclusivity for retailers
Figure 11: U.S. retail sales of children’s clothing, by channel, 2003 & 2005
Mass merchandisers
Wal-Mart
Target
National chains
Sears
J.C. Penney
Kohl’s
Off-priced retailers
Children’s Orchard
Children’s specialty stores
GapKids/babyGap/Old Navy
The Children’s Place
Too, Inc.
Gymboree
THE CONSUMER
Introduction
Purchase of children’s clothing in the past year
Figure 12: Purchase of children’s clothes in the past year, by the presence of children, January-September 2004
Figure 13: Purchase of children’s clothes in the past year, by gender, January-September 2004
Figure 14: Purchase of children’s clothes in the past year, by age, January-September 2004
Age of children for which clothes were bought
Figure 15: Age of children for which clothes were bought, January-September 2004
Figure 16: Age of children for which clothes were bought, by age, January-September 2004
Amount spent on children’s clothes
Figure 17: Amount spent on children’s clothes in past year, by age, January-September 2004
Figure 18: Amount spent on children’s clothes in past year, by race/ethnicity, January-September 2004
Figure 19: Amount spent on children’s clothes in past year, by household income, January-September 2004
Retail channels moms with kids under 12 use for children’s clothing
Figure 20: Retail channels moms have visited in the past year for the purchase of kids clothes, by age, May 2005
Figure 21: Retail channel, by age, May 2005
Moms’ attitudes and behaviors regarding kids’ clothing
Figure 22: Moms’ attitudes and behaviors regarding children’s clothes, by income, May 2005
Stores kids have visited in the past month
Figure 23: Stores kids have visited in the past month, January-September 2004
Figure 24: Stores kids have visited in the past month, by gender, January-September 2004
Figure 25: Stores kids have visited in the past month, by race/ethnicity, January-September 2004
Kids’ favorite stores
Figure 26: Kids’ favorite stores, January-September 2004
Figure 27: Kids’ favorite stores, by gender, January-September 2004
Figure 28: Kids’ favorite stores, by age, January-September 2004
Brands of denim kids own
Figure 29: Brands of jeans kids own, January-September 2004
Figure 30: Brands of jeans owned, by gender, January-September 2004
Figure 31: Brands of jeans owned, by race/ethnicity, January-September 2004
Brands of denim kids would like to own
Figure 32: Brands of jeans kids would like to own, January-September 2004
Figure 33: Brands of jeans kids would like to own, by gender, January-September 2004
Figure 34: Brands of jeans kids would like to own, by race/ethnicity, January-September 2004
Kids’ ownership of sports-related licensed clothing
Figure 35: Licensed sports clothing usage among kids, by gender, January-September 2004
Figure 36: Type of sports organization with which kids’ clothing is affiliated, January-September 2004
Figure 37: Type of sports organization with which kids’ clothing is affiliated, by gender, January-September 2004
Kids’ attitudes toward and opinions about fashion
Figure 38: Kids’ opinions about fashion, by gender, January-September 2004
Summary
FUTURE AND FORECAST
 FUTURE TRENDS
Customization of clothing size may become a norm
More “lifestyle brands”
Toys and clothes combine
“Smart” clothes may be the future
 MARKET FORECAST
Children’s clothing
Figure 39: Forecast of total U.S. retail sales of children’s clothing, at current and constant prices, 2005-2008
Infant/toddler clothing
Figure 40: Forecast of U.S. sales of infant/toddler clothing, at current and constant prices, 2005-2008
Girls’ clothing
Figure 41: Forecast of U.S. sales of girls’ clothing, at current and constant prices, 2005-2008
Boys’ clothing
Figure 42: Forecast of U.S. sales of boys’ clothing, at current and constant prices, 2005-2008
Forecast Factors
APPENDIX: TRADE ASSOCIATIONS

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