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Children's Clothing - US - February 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Issue: expected growth is minimal
Opportunity: encourage incremental purchases by appealing to the whole family
Issue: parents prefer multipurpose retailers
Opportunity: offering purchase alternatives to attract more parents
Issue: parents have different priorities
Opportunity: appeal to dads’ sartorial desires
Issue: kids influence purchases
Opportunity: engaging with kids to build long-term relationships
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Slow growth attributed to fewer births
The internet is changing how parents shop
MARKET SIZE AND FORECAST
Minimal growth anticipated over the next five years
Figure 1: Total US sales and fan chart forecast of market, at current prices, 2013-23
Figure 2: Total US sales and forecast of market, at current prices, 2013-23
MARKET FACTORS 
Population of children faces growth challenges
Figure 3: Annual births and general fertility rate, 2007-17
Figure 4: Households, by presence of own children, 2008-18
Future population will become more diverse
Figure 5: Population by race and Hispanic origin, 2013-23
Who are parents, and how are they shopping?
Gen X and older parents
Millennial parents
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Mass merchandisers are the favorites
Casual clothing creates disinterest for dressy clothes
Rethinking purchase options to engage price-conscious parents
WHAT’S HAPPENING?
Mass merchandisers’ efforts to improve are winning with parents
Figure 6: Walmart email campaign, October 2018
Figure 7: Target email campaign, September 2018
Figure 8: Retailers shopped (net), November 2018
Popularity of PJs could encourage more adult purchases
Figure 9: Old Navy email campaign, December 2018
Kids, especially daughters, as influencers
Figure 10: Purchase influencers (any rank), by age of girl in household, November 2018
WHAT’S STRUGGLING?
Kids’ clothing is not exempt from the casualization trend
Figure 11: Athleta girl email campaign, November 2018
WHAT’S NEXT?
Dads: the untapped style-seekers
Figure 12: Gucci email campaign, March 2018
Figure 13: Neiman Marcus email campaign, December 2018
Alternative ownership and purchasing options provide some shoppers with the flexibility they seek
Figure 14: Secondhand retailer and subscription service shopped (net any shopping), moms vs dads, November 2018
THE CONSUMER – WHAT YOU NEED TO KNOW 
Age and gender of children impacts purchases
Parents continue to shop online and favor mass merchandisers
Replacement and price drive purchases, but children are also influential
Moms are thrifty, while dads emphasize style
ITEMS PURCHASED
Key takeaways
Gender influences the types of clothing bought for children
Figure 15: Items purchased (net any purchase), November 2018
Figure 16: Items purchased, gender shopped for, November 2018
Moms are primary shoppers
Figure 17: Items purchased (net any purchase), moms vs dads, November 2018
RETAILERS SHOPPED
Key takeaways
Parents increasingly turn to mass merchandisers and shop online for kids’ clothes
Figure 18: Retailers shopped (net online/in-store), November 2018
Younger parents turn to the experts
Figure 19: Department and specialty children’s clothing store shopping (net online/in-store), 18-44s vs over-45s, November 2018
Amazon is winning with dads
Figure 20: Shopped at Amazon.com, moms vs dads, November 2018
Different priorities prompt multicultural parents to shop different retailers
Figure 21: Urban outfitters email campaign, July 2018
Figure 22: Retailers shopped (net online/in-store), by race and Hispanic origin, November 2018
REASONS FOR BUYING AND ACQUIRING
Key takeaways
Replacement and price are top motivations for purchases
Figure 23: Reasons for buying, November 2018
Moms are more strategic, while dads are persuaded by kids
Figure 24: Reasons for buying, moms vs dads, November 2018
Older children prompt purchases
Figure 25: Children-related reasons for buying and purchase influencers (any rank), by age of boy/girl, November 2018
Hispanic parents make special occasion purchases
PURCHASE INFLUENCERS
Key takeaways
Children are most influential
Older parents seek guidance from retailers
Figure 26: In-store displays as a purchase influencers (net any rank), parents 18-44 vs over-45s, November 2018
Dads turn to trusted sources
Figure 27: Purchase influencers (net any rank), dads vs moms, November 2018
Traditional and word-of-mouth endorsements influence some multi-cultural parents’ purchases
Figure 28: Select purchase influencers (net any rank), by race and Hispanic origin, November 2018
PREFERENCES FOR BUYING
Key takeaways
As parents and kids age, children become more involved in shopping
Figure 29: Preferences for letting children have their say in their clothing, by age of parents and children, November 2018
Convenience and ideological values draw in dads
Figure 30: Preference for buying – Dads, by age, November 2018
The in-store experience is still important to older generations
Figure 31: Preferences for buying, Millennials vs older generations, November 2018
ATTITUDES TOWARD SHOPPING FOR CHILDREN’S CLOTHING
Key takeaways
Most parents are open to new or unfamiliar brands
Figure 32: Attitudes toward shopping for children’s clothing, November 2018
Moms demonstrate a thrifty attitude
Figure 33: Attitudes toward shopping for children’s clothing (select), moms vs dads, November 2018
Dads prioritize style
Figure 34: Attitudes toward clothes shopping, dads vs non-dads, February 2018
Figure 35: Nordstrom email campaign, December 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 36: Total US sales and forecast of market, at inflation-adjusted prices, 2013-23
APPENDIX – THE CONSUMER 
Figure 37: Retailers Shopped, November 2018

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