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Published by: Mintel International Group Ltd.
Published: Jan. 1, 2008 - 117 Pages
Table of Contents
- Issues in the Market
- Main themes:
- Definitions
- Abbreviations
- Market in Brief
- Market volume growth
- Tough trading conditions
- Demographics unsupportive
- Price versus value
- Value retailers stealing share
- Growth and expansion of the supermarkets
- From birth and Barbie to brands
- Fashion queens
- It’s a gift
- What’s the difference?
- Does size matter?
- Future prospects
- Industry Insight
- Key points:
- Solid sales despite bad weather
- Prices may stay low but not everywhere
- A place for quality
- Innovation is a challenge
- Kids increasingly make decisions
- Kids’ opinions matter
- Online is on its way
- Declining birth-rates, what declining birth-rates?
- Brands for boys
- Getting more ethical
- Saving the environment at a price
- The future’s bright…
- …but there are challenges
- Internal Market Environment
- Changing distribution structure
- Price wars
- The cost of cheap prices
- Figure 1: Consumers’ environmental and ethical issues, October 2006
- Children’s choices
- Figure 2: Shopping habits - boys aged 7-10, 2003-07
- Figure 3: Shopping habits - girls aged 7-10, 2003-07
- Figure 4: Shopping habits - boys aged 11-14, 2003-07
- Figure 5: Shopping habits - girls aged 11-14, 2003-07
- The trend for ‘Kidults’
- Fashion influences
- Brands matter
- Figure 6: Top ten bestselling kidswear brands, by age groups, September 2007
- Premium options
- Self-treating
- Figure 7: How they spend their money - 7-10-year-olds, by gender, 2007
- Figure 8: Expenditure on clothes per week - 11-14-year-olds, by gender, 2007
- Figure 9: Source of income and amount received per week - 7-10-year-olds, by gender, 2007
- Figure 10: Source of income and amount received per week - 11-14-year-olds, by gender, 2007
- Lack of differentiation
- Lack of choice for some age groups
- The size issue
- Broader Market Environment
- Child numbers in decline
- Figure 11: Trends in the number of children, by age breaks, 2002-12
- The family - relatively less important?
- Figure 12: Forecast adult population trends, by lifestage, 2002-12
- Smaller families
- One-parent families
- Figure 13: Dependent children, by family type, 1997-2006
- The more affluent families
- Figure 14: Adult population trends, by socio-economic group, 2002-12
- All work...makes for a guilty parent
- Figure 15: UK workforce and employment, by gender, 2002-12
- Consumer expenditure and PDI
- Figure 16: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Prices - going down
- Figure 17: CPI changes, all goods and clothing and footwear, UK, 2001-06
- Environmental issues
- Figure 18: Attitudes towards the environment, 2002-06
- Figure 19: ‘I would be prepared to pay more for environmentally friendly products’, by lifestage and gender, 2006
- Market in Context
- Key points:
- Clothing versus other areas of expenditure
- Figure 20: UK: consumer spending on selected categories, incl sales tax, at current prices, 2002-06
- Childrenswear keeping pace in clothing market
- Figure 21: UK total clothing sales vs. childrenswear sales, percentage share, 2002-07
- Children’s footwear
- Figure 22: UK retail sales of childrenswear vs children’s footwear, 2002-07
- School uniform boosting market
- Figure 23: UK retail sales of childrenswear (aged 0-15) and schoolwear, 2002-07
- Clothes are the new toys
- Figure 24: UK consumer expenditure on toys and childrenswear, at current prices, 2002-07
- Market Size and Forecast
- Key points:
- Market growth
- Figure 25: UK consumer expenditure on childrenswear, at current and constant 2002 prices, 2002-07
- Figure 26: Structure of the childrenswear market, at current prices, 2002-07
- The future of the market
- Forecast
- Continued growth, but will it sustain?
- Figure 27: Forecast of UK consumer expenditure on childrenswear, at current and constant 2007 prices, 2002-12
- Segment forecast
- Infantswear remains strongest performer
- Figure 28: Forecast of segments within the childrenswear market, at current and 2007 prices, 2007-12
- Factors used in the forecast
- Strengths and Weaknesses in the Market
- Where They Buy
- Key points:
- Figure 29: Positioning of retailers, compared by age and affluence, October 2007
- Figure 30: Where they buy childrenswear, October 2007
- Figure 31: Where they buy childrenswear, 2005 and 2007
- Where they buy childrenswear
- Figure 32: Where they buy childrenswear, by gender, age and socio-economic group, October 2007
- Figure 33: Where they buy childrenswear, by gender, age and socio-economic group, October 2007
- Figure 34: Where they buy childrenswear, by gender, age and socio-economic group, October 2007
- Further analysis into customers and their loyalty
- Loyalty rating
- Figure 35: Loyalty to retailers, October 2007
- Figure 36: Number of children’s clothing retailers visited, by number of customers, October 2007
- Figure 37: Number of children’s clothing retailers visited, by gender, age and socio-economic group, October 2007
- Figure 38: Number of stores visited, by retailer, October 2007
- Where They Buy - Detailed Consumer Demographics
- Figure 39: Where they buy childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
- Figure 40: Where they buy childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
- Figure 41: Where they buy childrenswear, by Mintel’s Special Groups, region, ACORN category, media usage, commercial TV viewing and supermarket used, October 2007
- Figure 42: Number of children’s clothing retailers visited, by ACORN category, commercial TV viewing, region, daily newspaper readership and supermarket used, October 2007
- Retail Competitor Analysis
- Key points:
- Market share
- Figure 57: Market shares of childrenswear, by value and type of outlet, 1999, 2000, 2002, 2004, 2005 and-2007.
- Figure 58: Childrenswear market, shares of named retailers, 2000-07
- Key players
- Figure 59: UK: leading childrenswear retailers, November 2007
- Leaders and challengers
- Figure 60: Children’s clothing retailers’ evaluation, 2006/07
- Channels of Distribution
- Key points:
- Figure 61: Market shares of childrenswear, by value, by type of outlet, 2007
- Market share
- Figure 62: Market shares of childrenswear, by value, by type of outlet, 2002-07
- Specialists
- Clothing multiples
- Department stores/variety stores
- Value retailers
- Supermarkets
- Mail order/Internet
- Retailer Profiles
- Specialists
- Mothercare
- Figure 63: Outlet data, 2002/03-2006/07
- Figure 64: Foreign store network, by region, March 2007
- Figure 65: Mothercare Group, financial performance, 2002/03-2006/07
- Myriad (Adams Childrenswear)
- Figure 66: Adams Childrenswear Ltd, financial performance, 2000-05
- Daisy & Tom
- Mamas & Papas Retail Ltd
- Figure 67: Mamas & Papas, financial performance, 2003/04-2005/06
- Debenhams
- John Lewis
- House of Fraser
- Selfridges
- TJ Hughes
- Boots
- Bhs
- M&S
- Woolworths
- Gap
- H&M
- New Look
- Next
- Monsoon
- Jigsaw
- Mackays
- Matalan
- Primark
- Peacocks
- Ethel Austin
- Asda (George)
- Tesco
- Sainsbury's
- Retail Advertising and Promotion
- Key points:
- Advertising spend vs. sales
- Figure 68: Main media advertising spend on childrenswear, 2003-07*
- Adspend by advertiser
- Figure 69: Advertising expenditure, by leading childrenswear retailers, 2003-07*
- Appendix
- Consumer research
- ACORN
- Advertising data
- Figure 70: Household size, UK, 2003-12
AbstractThe market has been living under the shadow of unfavorable demographic trends for some time now but it does not appear to be denting consumers’ ability to spend. There is more choice and fashionability in the market ensuring it remains highly competitive in pricing terms.
The main feature of the market is price and in some sense it lacks excitement aside from this. The question is therefore, whether value retailing has stripped away the ability and capacity to innovate. There is a premium end to the market but it tends to be small and exclusive with the bulk of consumers buying cheaply and conveniently with little brand loyalty. Will there be a reaction against value pricing with consumers looking for more in terms of style or shopping experience?
For the purpose of this report, childrenswear incorporates all clothing for children aged 0-14 years (including schoolwear). Baby and infantswear relate specifically to clothing for children up to age 4, but excludes nappies, disposable nappies, bibs, etc. Footwear is not included in this report, unless otherwise stated. Some children reach full adult sizes before they reach the top of this age range, and will shop in outlets that cater for fully-grown men and women, rather than for children per se. The market sizes do not include this spending, as it is already included in data for womenswear and menswear. However, discussions of outlets used for shopping include outlets that sell adult sizes to children.
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