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Childrenswear - UK - November 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Figure 1: Best and worst case forecast UK sales of childrenswear, 2008-18
Market factors
Baby boom drives sales of infantswear
Shift towards older wealthier families
Rising childhood obesity
Companies, brands and innovation
Supermarkets grow share
More fashion retailers enter kidswear market
The consumer
Where adults buy childrenswear
Figure 2: Outlets from where children’s clothing or babywear bought in the last 12 months, by in-store and online, September 2013
Half of parents are mid-spenders
Figure 3: Amount spent on childrenswear in the last 12 months, September 2013
What childrenswear buyers look for
Figure 4: What childrenswear buyers look for, September 2013
Parents’ attitudes towards buying childrenswear
Figure 5: Attitudes towards buying childrenswear/babywear, September 2013
Parent’s attitudes towards schoolwear
Figure 6: Attitudes towards buying schoolwear, September 2013
How children get new clothes
Figure 7: How children aged 10-14 get new clothes, by age group and gender, September 2013
Children’s attitudes towards shopping for clothes
Figure 8: Children’s attitudes towards shopping for clothes, September 2013
What children look for when choosing clothes
Figure 9: What children look for when choosing clothes, September 2013
What we think
ISSUES AND INSIGHTS
The childrenswear market has seen growth, but it is a value-driven market
The facts
The implications
Supermarkets are growing their influence
The facts
Implications
While infantswear has seen the strongest growth, boyswear has struggled
The facts
The implications
How can specialist childrenswear retailers fight back and encourage customers to trade up?
The facts
The implications
What are the opportunities for engaging children more in the shopping process?
The facts
The implications
TREND APPLICATIONS
Trend: Make it Mine
Trend: Life Hacking
Mintel Futures Trend: Human
MARKET DRIVERS
Key points
Kids look to recommendations from friends
Figure 10: Who or what influences children most when thinking about buying clothes and accessories, March 2013
Parents are the first resort when kids want to buy
Figure 11: What children do if they see a product they like, March 2013
Almost half like trying new brands
Figure 12: Attitudes towards shopping, March 2013
Social networks used
Figure 13: Social networks visited, April 2012
10% growth in primary school age children
Figure 14: Growth rate of the UK child population by age group, 2008-13
Current baby boom forecast to slow
Figure 15: Total number of live births in the UK, 2003-12
Shift towards older wealthier families
Figure 16: Trends in the mean age of mothers at birth of their first child, England and Wales, 2000-2011
Childhood obesity
Standardised children’s clothes sizes
Economy
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING
Key points
Expanding into childrenswear
Collaborations
New collections
Collections celebrating the Royal Baby
New childrenswear retail concepts
Turning childrenswear into a lifestyle brand
New campaigns
Technology
MARKET SIZE AND FORECAST
Key points
Childrenswear grows by 3.8% in 2013
Figure 17: Best and worst case forecast UK sales of childrenswear, 2008-18
Baby boom helps infantswear
Figure 18: UK sales of childrenswear by sector, 2008-13
The future
Market to rise 16% between 2013 and 2018
Figure 19: UK sales of childrenswear at current prices, 2008-18
Factors used in the forecast
SPACE ALLOCATION SUMMARY
Allocation by Women, Men and Children
Figure 20: Space allocation for women’s, men’s and childrenswear, September 2013
Space allocations: detailed estimates
Figure 21: Clothing retailers, detailed space allocation estimates for childrenswear, September 2013
Figure 22: Non-specialist clothing retailers, detailed space allocation estimates for childrenswear, September 2013
RETAIL PRODUCT MIX
Figure 23: Estimated sales by children’s products, for clothing retailers, 2012/13
Figure 24: Estimated sales by children’s products, for non-specialist clothing retailers, 2012/13
Estimated sales densities
Figure 25: Estimated sales density by children’s products, for specialist clothing retailers, 2012/13
Figure 26: Estimated sales density by children’s products, for non-specialist clothing retailers, 2012/13
CHANNELS TO MARKET
Key points
Supermarkets and clothing specialists gain ground
Figure 27: UK sales of childrenswear, % share by outlet type, 2012
COMPANIES AND PRODUCTS
Specialist retailers
Mothercare Plc
Figure 28: Financial performance of Mothercare Plc, 2012 and 2013
Supermarkets
Tesco
Asda
Sainsbury’s
Mid-market high street retailers:
H&M (Hennes & Mauritz)
New Look
Gap
Monsoon
Marks & Spencer
Value retailers
Primark
Matalan
Department stores
Debenhams
John Lewis
BRAND COMMUNICATION AND PROMOTION
Key points
Adspend on kidswear rose by 6% in 2012
Figure 30: Main monitored advertising expenditure on childrenswear vs. total clothing advertising, 2009-13
Supermarkets spend the most on ads
Figure 31: Main monitored advertising expenditure on childrenswear, by top 15 advertisers, 2012
H&M unveils ad in collaboration with UNICEF
Burberry uses Beckham’s son
THE CONSUMER – WHERE ADULTS BUY CHILDRENSWEAR
Key points
What we asked
Figure 32: Outlets from where children’s clothing or babywear bought in the last 12 months in-store and online, September 2013
Supermarkets lead
Figure 33: Demographics who have bought children’s clothing or babywear from Asda, Tesco and other supermarkets in the last 12 months in-store and online, September 2013
Primark
M&S loses share to Next
Figure 34: Demographics who have bought children’s clothing or babywear from M&S and Next in the last 12 months in-store and online, September 2013
Sports retailers grow in popularity
Mothercare declines in popularity
In-store/online split
Figure 35: Outlets from where children’s clothing or babywear bought in the last 12 months, by in-store and online, September 2013
THE CONSUMER – HOW MUCH THEY SPEND ON CHILDRENSWEAR
Key points
What we asked
Half of parents are mid spenders
Figure 36: Amount spent on childrenswear in the last 12 months, September 2013
Parents of kids aged 0-4 tend to be low spenders
Figure 37: Amount spent on childrenswear in the last 12 months, by presence of children, September 2013
How much they spend by where they shop
Figure 38: Amount spent on childrenswear in the last 12 months, by where they buy childrenswear, September 2013
THE CONSUMER – WHAT CHILDRENSWEAR BUYERS LOOK FOR
Key points
What we asked
Figure 39: What childrenswear buyers look for, September 2013
Low price is a priority
Comfort is the most important
Fashionable clothing
Parents of 0-4s like clothes with TV characters
Parents with babies look for natural materials
Royal baby has little long-term influence on kidswear market
Further insight
THE CONSUMER – PARENT’S ATTITUDES TOWARDS BUYING CHILDRENSWEAR
Key points
What we asked
Figure 40: Attitudes towards buying childrenswear/babywear, September 2013
Issues with sizing
In a value-driven market supermarkets stand out
Second-hand clothes
Branded clothes
Unisex clothes
Seasonality
Shopping online
THE CONSUMER – PARENT’S ATTITUDES TOWARDS SCHOOLWEAR
Key points
What we asked
Figure 41: Attitudes towards buying schoolwear, September 2013
Primary school parents most value focused
Secondary school parents buy from specialists
A third of primary school parents buy new uniform every year
Figure 42: Attitudes towards buying schoolwear, by presence of children, September 2013
Demand for larger sizes
THE CONSUMER – HOW CHILDREN GET NEW CLOTHES
Key points
What we asked
Parents choose clothes for 7-9s
Figure 43: How children aged 7-9 get new clothes, September 2013
What we asked
Majority of 10-14s choose own clothes
Figure 44: How children aged 10-14 get new clothes, September 2013
Age and gender are key factors
Figure 45: How children aged 10-14 get new clothes, by age group and gender, September 2013
What we asked
10-14s mostly shop with parents
Figure 46: Who children go shopping for clothes with, September 2013
THE CONSUMER – CHILDREN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Key points
What we asked
Figure 47: Children’s attitudes towards shopping for clothes, September 2013
Most kids like shopping with parents, since they are paying
13s and 14s choose where they shop
Girls are more interested in clothes
Searching online for fashion ideas
THE CONSUMER - WHAT CHILDREN LOOK FOR WHEN CHOOSING CLOTHES
Key points
What we asked
Figure 48: What children look for when choosing clothes, September 2013
Interest in fashion trends rise with age
Older children look for brands they like
Influence of friends
Both parents and kids look for comfort
THE CONSUMER – TARGET GROUPS
Figure 49: Childrenswear target groups, September 2013
Low spenders (27%)
Price focused shoppers (37%)
Sell and swappers (19%)
One eye on fashion (16%)
APPENDIX – MARKET SIZE AND FORECAST
Figure 50: Best and worst case forecast UK sales of childrenswear, 2013-18
APPENDIX – THE CONSUMER – WHERE ADULTS BUY CHILDRENSWEAR
Figure 51: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
Figure 52: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
Figure 53: Other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
Figure 54: Least popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
Figure 55: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
Figure 56: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
Figure 57: Other outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
Figure 58: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
Figure 59: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
Figure 60: Other outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
Figure 61: Least popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
APPENDIX – THE CONSUMER – HOW MUCH THEY SPEND ON CHILDRENSWEAR
Figure 62: Most popular amount spent on childrenswear in the last 12 months, by demographics, September 2013
Figure 63: Next most popular amount spent on childrenswear in the last 12 months, by demographics, September°2013
APPENDIX – THE CONSUMER – WHAT CHILDRENSWEAR BUYERS LOOK FOR
Figure 64: Most popular what childrenswear buyers look for, by demographics, September 2013
Figure 65: Next most popular what childrenswear buyers look for, by demographics, September 2013
Figure 66: Other what childrenswear buyers look for, by demographics, September 2013
Figure 67: What childrenswear buyers look for, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
Figure 68: What childrenswear buyers look for, by other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
APPENDIX – THE CONSUMER – PARENT’S ATTITUDES TOWARDS BUYING CHILDRENSWEAR
Figure 69: Agreement with the statement ‘There are huge inconsistencies in children’s clothes sizes between retailers/brands’, by demographics, September 2013
Figure 70: Agreement with the statement ‘Children grow so fast it is difficult to buy clothes in advance of the season’, by demographics, September 2013
Figure 71: Agreement with the statement ‘Supermarkets are the most affordable places to buy childrenswear’, by demographics, September 2013
Figure 72: Agreement with the statement ‘Hand-me-downs or second-hand clothes are a great way of spending less on childrenswear’, by demographics, September 2013
Figure 73: Agreement with the statement ‘Children grow so fast it is not worth spending a lot of money on their clothes’, by demographics, September 2013
Figure 74: Agreement with the statement ‘Children’s clothes should not mirror adult fashion’, by demographics, September 2013
Figure 75: Agreement with the statement ‘Unseasonal weather makes buying children’s clothes difficult’, by demographics, September 2013
Figure 76: Agreement with the statement ‘I prefer to buy new clothes rather than second-hand clothes for my children’, by demographics, September 2013
Figure 77: Agreement with the statement ‘Shopping for childrenswear online is more convenient than buying in-store’, by demographics, September 2013
Figure 78: Agreement with the statement ‘Children’s clothes should be more unisex and less gender specific’, by demographics, September 2013
Figure 79: Agreement with the statement ‘It is worth paying more for well-known branded children’s clothes’, by demographics, September 2013
Figure 80: Agreement with the statement ‘Parenting blogs/online websites are a good way of finding the best places to shop for childrenswear’, by demographics, September 2013
Figure 81: Attitudes towards buying childrenswear/babywear, by most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
Figure 82: Attitudes towards buying childrenswear/babywear, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
Figure 83: Attitudes towards buying childrenswear/babywear, by other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
APPENDIX – THE CONSUMER – PARENT’S ATTITUDES TOWARDS SCHOOLWEAR
Figure 84: Most popular attitudes towards buying schoolwear, by demographics, September 2013
Figure 85: Next most popular attitudes towards buying schoolwear, by demographics, September 2013
Figure 86: Other attitudes towards buying schoolwear, by demographics, September 2013
APPENDIX – THE CONSUMER – HOW CHILDREN GET NEW CLOTHES
Figure 87: How children get new clothes, by demographics, September 2013
Figure 88: How children get new clothes, by demographics, September 2013
Figure 89: Who children go shopping for clothes with, by demographics, September 2013
APPENDIX – THE CONSUMER - CHILDREN’S ATTITUDES TOWARDS SHOPPING FOR CLOTHES
Figure 90: Most popular children's attitudes towards shopping for clothes, by demographics, September 2013
Figure 91: Next most popular children's attitudes towards shopping for clothes, by demographics, September°2013
APPENDIX – THE CONSUMER – WHAT CHILDREN LOOK FOR WHEN CHOOSING CLOTHES
Figure 92: Most popular what children look for when choosing clothing, by demographics, September 2013
Figure 93: Next most popular what children look for when choosing clothing, by demographics, September 2013
APPENDIX – THE CONSUMER – TARGET GROUPS
Figure 94: Outlets from where children’s clothing or babywear bought in the last 12 months, by target groups, September 2013
Figure 95: Amount spent on childrenswear in the last 12 months, by target groups, September 2013
Figure 96: What childrenswear buyers look for, by target groups, September 2013
Figure 97: Attitudes towards buying childrenswear/babywear, by target groups, September 2013

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