UK Childrenswear Retailers 2010 : Market Research Report

UK Childrenswear Retailers 2010

Published by: Verdict Research Ltd

Published: Nov. 2, 2009 - 304 Pages

CHAPTER 1 EXECUTIVE SUMMARY: Key findings; Main conclusions; Childrenswear resilient as consumers cut back; Falling volumes major factor in declining childrenswear sales; Mini baby boom to drive market growth; Online essential to defend market share; Woolworths demise creates opportunities; Adams and JJB other casualties; Clothing specialists gain - but midmarket cedes share to value players; Primark big winner; Matalan and Peacocks also do well; Grocers pick up Woolworths share; Midmarket loses grip of sector; Price deflation softening
CHAPTER 2 MARKET ANALYSIS: Market definition; Market trends; More resilient than market; Deflation slowing; Trends by sub categories; Infantswear benefits from baby boom & older mothers; Channels of distribution; Grocers biggest winners as specialists suffer
CHAPTER 3 COMPANY DATA ANALYSIS: Top childrenswear retailers; Next under pressure at top of table; Market shares; Woolworths share creates opportunity; Market shares - winners & losers; Primark moving ahead; Sales densities; Key operating statistics; Space allocation; Advertising expenditure
CHAPTER 4 OUTLOOK: Key issues; Recessionary factors have less effect on childrenswear than other catergories; Childrenswear prioritised as spending patterns change in recession; Changing patterns in motherhood and demographics; Price inflation delayed but due soon; Midmarket faces new wave of competition
CHAPTER 5 ASDA (GEORGE): Benefits from consumer focus on low prices; Recent key events; Reacts to consumers changed view on value for money; Proposition; Every day value and convenience key; Financials; Sales growth accelerates during downturn; Space; Space expansion and rising densities both help growth; Sector performance - childrenswear; George sales beat market; Outlook; Under pressure from value clothing retailers
CHAPTER 6 BHS: Bhs cuts costs through Arcadia merger; Recent key events; Proposition; More investment needed to create new brand positioning; Financials; Turnover in gradual decline; Space; Bhs puts store growth on hold; Space allocation; Sector performance - childrenswear; Childrenswear sales fall back after small revival; Outlook; Needs to widen customer range, which Arcadia brands will do
CHAPTER 7 DEBENHAMS: Shows rivals how to segment childrenswear with sub brands; Recent key events; Developments in product offer; Proposition; Broad brand portfolio attracts a wide customer base; Financials; Trading performance positive; Space; Expansion has driven sales growth; Space allocation; Sector performance - childrenswear; Recovery continues after a dip in 2007; Outlook; Midmarket customers recognise value of better products
CHAPTER 8 GAP: Struggles to reverse sales losses in UK; Recent key events; Problems in core business yet to be tackled; Proposition; Midmarket positioning lacks differentiation; Financials; UK sales on the slide since 2005; Space; Expansion put on hold til now; Space allocation; Sector performance - childrenswear; Renewed decline after stabilisation in 2007/08; Outlook; UK business a prisoner of US corporate strategy
CHAPTER 9 H&M: Swedish giant continues UK success; Recent key events; UK remains top performing market for H&M; Proposition; Fashion proposition carefully geared to age groups; Financials; Fashion and value positioning enables H&M to ride out downturn; Space; More and larger stores for H&M; Space allocation; Sector performance - childrenswear; Space productivity takes a dip in 2009; Outlook; Increasingly powerful player but could high profitability be under threat?
CHAPTER 10 JJB SPORTS: Suffers from sports market downturn; Recent key events; New management aims to stabilise JJB financially; Proposition; Needs to revive authority as performance sportswear retailer; Financials; Slump in sales leads to losses; Sales hit by decline in like-for-likes and store disposals; Space; Major contraction as loss-making stores go; Space allocation; Sector performance - childrenswear; Childrenswear sales fall away as general performance deteriorates; Market share halves over five years; Outlook; Remains in a difficult situation
CHAPTER 11 JOHN LEWIS: Fashion growth an antidote to home market crisis; Recent key events; Fashion takes lead in the wake of a downturn in home; Proposition; A one stop shop for wealthy middle class customers; Financials; Margins take a tumble as the downturn bites; Space; Expansion plans held up by downturn in property market; Space allocation; Sector performance - childrenswear; Boosted by fashion success; Outlook; Growth in fashion will put pressure on midmarket rivals
CHAPTER 12 MARKS & SPENCER: Needs childrenswear boutique type environments with child appeal; Recent key events; Devises post-recession strategy; Proposition; Growth trend reverses as recession hits; Financials; Trading performance disappoints again; Space; Space expansion key factor behind growth; Space allocation; Sector performance - childrenswear; Sharp decline in sales and space productivity after three years of growth; Outlook; Needs to speed up execution of growth strategy
CHAPTER 13 MATALAN: Childrenswear needs new ranges to add excitement; Recent key events; Business improvements attract new customers; Proposition; Creates more interest in the OOT store environment; Financials; Like-for-like uplifts boost performance; Space; Expansion on agenda again; Space allocation; Sector performance - childrenswear; Sudden recovery after stagnation in 2008/09; Outlook; Strategy delivers growth, boosted further by recession
CHAPTER 14 MOTHERCARE: One stop shop in larger stores creates halo effect for clothing; Recent key events; Mothercare cuts costs and reinforces brand; Proposition; Creating a retail destination for parents; Financials; International operations drive profits growth; Space; High street stores cut back; Space allocation; Sector performance - childrenswear; Outlook; Product and brand authority in younger market a big strength
CHAPTER 15 NEW LOOK: More gender-neutral brand could raise sales of boyswear; Recent key events; Grows business; Proposition; Moves store image upmarket; Financials; Trading performance continues to impress; Space; Space expansion and online are the key factors behind UK growth; Space allocation; Sector performance - childrenswear; Sales take off in 2007/08 and 2008/09; Outlook; Competition with value retailers intensifies
CHAPTER 16 NEXT: Childrenswear sales stagnate despite raising space; Recent key events; Next revamps brand image while bearing down on costs; Proposition; Next creates more aspirational retail experience; Financials; Sales trend dips into decline; Space - growth slows but larger sites are targeted; Space allocation; Sector performance - childrenswear; Next’s childrenswear sales stagnate; Outlook; Highly profitable but circumstances not in its favour
CHAPTER 17 PEACOCKS: Benefits from downturn; Recent key events; Proposition; Basic stores allow for high fashion at value prices; Financials; Growth in sales remains consistently strong; Space; Peacocks pace of expansion slows after bumper 2007/08; Space allocation; Sector performance - childrenswear; Childrenswear sales growth accelerates; Outlook; Peacocks wins from consumer downturn
CHAPTER 18 PRIMARK: Primark continues in its success; Recent key events; Proposition; Basic stores allow for high fashion at value prices; Financials; Sales growth slows, but stays over 10.0% in UK; Space; Aggressive expansion switches overseas; Space allocation; Sector performance - childrenswear; Childrenswear sales increase slows; Outlook; Brand evolving as it expands
CHAPTER 19 TESCO: Market leader threatened from all angles; Recent key events; Continuous initiatives to ride out recession on top; Proposition; Growth trend reverses as recession hits; Financials; Trading performance shows ability to defy recession; Space; Sustains space growth despite recession; Space allocation; Sector performance - childrenswear; Sales revive after dip; Outlook; Needs sales drivers beyond adding space
CHAPTER 20 GLOSSARY: ` Financial Statistics - VAT; Trading Profile; Key Operating Ratios; Physical Development; Abbreviations
LIST OF TABLES: Table 1: Childrenswear market definition 2009; Table 2: Childrenswear and total clothing market trends 1999-2009e; Table 3: Childrenswear market trends by sub category 1999-2009e; Table 4: Childrenswear channels of distribution by value 2004-2009e; Table 5: Childrenswear channels of distribution breakdown 2004-2009e; Table 6: Childrenswear channels of distribution breakdown 2004-2009e; Table 7: Childrenswear market shares 2004-2009e; Table 8: Clothing retailers key UK operating statistics 2008/09; Table 9: Childrenswear retailers space allocation 2009; Table 10: Leading childrenswear retailers advertising spend 2003-2008; Table 11: Childrenswear retailers advertising spend by media type 2008; Table 12: Percentage of births to foreign born women 2007 on 2001; Table 13: Niche specialist childrenswear retailers 2009; Table 14: Smaller non-specialist childrenswear retailers 2009; Table 15: Major online developments in childrenswear 2009; Table 16: Asda company overview 2010; Table 17: Asda retail proposition 2010; Table 18: Asda UK key operating statistics summary 2004-2009e; Table 19: Asda trading record 1999-2009e; Table 20: Asda store portfolio 1999-2009e; Table 21: Asda childrenswear space allocation vs market average 2009; Table 22: Bhs company overview 2010; Table 23: Bhs retail proposition 2010; Table 24: Bhs UK key operating statistics summary 2004-2009e; Table 25: Bhs trading record 1999-2009e; Table 26: Bhs store portfolio 1999-2009e; Table 27: Bhs childrenswear space allocation vs market average 2009; Table 28: Debenhams company overview 2010; Table 29: Debenhams retail proposition 2010; Table 30: Debenhams UK key operating statistics summary 2004-2009; Table 31: Debenhams group trading record 1999-2009; Table 32: Debenhams group store portfolio 1999-2009e; Table 33: Debenhams childrenswear space allocation v market av 2009; Table 34: Gap company overview 2010; Table 35: Gap retail proposition 2010; Table 36: Gap UK key operating statistics summary 2005-2010e; Table 37: Gap trading record 2000e-2010e; Table 38: Gap UK store portfolio 1999-2009e; Table 39: Gap childrenswear space allocation vs market average 2009; Table 40: H&M company overview 2010; Table 41: H&M retail proposition 2010; Table 42: H&M UK key operating statistics summary 2004-2009e; Table 43: H&M UK trading record 1999-2009e; Table 44: H&M UK store portfolio 1999-2009e; Table 45: H&M childrenswear space allocation vs market average 2009; Table 46: JJB Sports company overview 2010; Table 47: JJB Sports retail proposition 2010; Table 48: JJB Sports key operating statistics summary 2004-2009; Table 49: JJB Sports trading record 1998-2010e; Table 50: JJB Sports store portfolio 1999-2010e; Table 51: JJB Sports childrenswear space allocation vs market av 2009; Table 52: John Lewis company overview 2010; Table 53: John Lewis retail proposition 2010; Table 54: John Lewis UK key operating statistics summary 2005-2010e; Table 55: John Lewis trading record 2000-2010e; Table 56: John Lewis store portfolio 2000-2010e; Table 57: John Lewis childrenswear space allocation vs market av 2009; Table 58: Marks & Spencer company overview 2010; Table 59: Marks & Spencer retail proposition 2010; Table 60: Marks & Spencer UK key operating statistics 2004-2009; Table 61: Marks & Spencer UK trading record 1999-2009; Table 62: M&S store portfolio 1999-2009; Table 63: M&S store portfolio 1999-2009; Table 64: M&S childrenswear space allocation vs market average 2009; Table 65: Matalan company overview 2010; Table 66: Matalan retail proposition 2010; Table 67: Matalan UK key operating statistics summary 2005-2010e; Table 68: Matalan trading record 1999-2010e; Table 69: Matalan store portfolio 1999-2010e; Table 70: Matalan childrenswear space allocation vs market average 2009; Table 71: Mothercare company overview 2010; Table 72: Mothercare retail proposition 2010; Table 73: Mothercare UK key operating statistics summary 2004-2009; Table 74: Mothercare UK trading record 1998-2009; Table 75: Mothercare store portfolio 1999-2009; Table 76: Mothercare childrenswear space allocation vs market av 2009; Table 77: New Look company overview 2010; Table 78: New Look retail proposition 2010; Table 79: New Look UK key operating statistics summary 2004-2009e; Table 80: New Look trading record 1999-2009e; Table 81: New Look UK store portfolio 1999-2009

Table 82: New Look store portfolio 2008-2009

Table 83: New Look space allocation vs market average 2009

Table 84: New Look kids space allocation vs market average 2009

Table 85: Next company overview 2010

Table 86: Next retail proposition 2010

Table 87: Next Brand key operating statistics summary 2005-2010e

Table 88: Next Brand trading record 2000-2010e

Table 89: Next Brand turnover and profits 2005-2010e

Table 90: Next UK store portfolio 1999-2009

Table 91: Next childrenswear space allocation vs market average 2009

Table 92: Peacocks company overview 2010

Table 93: Peacocks retail proposition 2010

Table 94: Peacocks UK key operating statistics summary 2004-2009e

Table 95: Peacocks UK trading record 1999-2009e

Table 96: Peacocks store portfolio 1999-2009

Table 97: Peacocks childrenswear space allocation vs market av 2009

Table 98: Primark company overview 2010

Table 99: Primark retail proposition 2010

Table 100: Primark UK key operating statistics summary 2004-2009e

Table 101: Primark trading record 1999-2009e

Table 102: Primark store portfolio 1999-2009

Table 103: Primark childrenswear space allocation vs market average 2009

Table 104: Tesco company overview 2010

Table 105: Tesco retail proposition 2010

Table 106: Tesco UK key operating statistics summary 2004-2009

Table 107: Tesco UK trading record 1998-2009e

Table 108: Tesco store portfolio 1999-2009

Table 109: Tesco childrenswear space allocation vs market average 2009

LIST OF FIGURES

Figure 1: Childrenswear and clothing sales index (1999 = 100) to 2009e

Figure 2: Childrenswear as % of total clothing sales 1999-2009e

Figure 3: Deflation in childrenswear 2004-2009e

Figure 4: Sales split in childrenswear 1999 and 2009e

Figure 5: Change in channel share 2009e on 2004

Figure 6: Top childrenswear retailers market shares 2004 and 2009e

Figure 7: Winners & losers in the childrenswear market 2009e on 2008

Figure 8: Estimated childrenswear sales densities year end 2008/2009

Figure 9: Childrenswear market issues 2010

Figure 10: Percentage change in consumer expenditure, current prices seasonally adjusted, 2009 Q1 vs 2008 Q1

Figure 11: Thousands of UK live births 1998-2008

Figure 12: 000s of UK live births by age of mother 1998 and 2008

Figure 13: Forecast of child population by age group 2009-2014

Figure 14: Price index for clothing imports (2005=100) and value of the pound against the US dollar and euro Q2 2007 to Q2 2009

Figure 15: Asda sales growth to December 2004-2009e

Figure 16: Asda UK retail operating profit to December 2003-2007

Figure 17: Asda UK clothing sales per sq ft (est) to December 2004-2009e

Figure 18: Asda clothing space breakdown 2005-2009

Figure 19: Asda childrenswear sales to December 2004e-2009e

Figure 20: Asda childrenswear sales per sq ft to December 2004e-2009e

Figure 21: Asda childrenswear market share 2004e-2009e

Figure 22: Bhs UK retail sales and growth, year end March 2004-2009e

Figure 23: Bhs group operating profit year end March 2004-2009e

Figure 24: Bhs clothing space allocation 2005-2009

Figure 25: Bhs Childrenswear sales to year end 2004e-2009e

Figure 26: Bhs childrenswear sales per sq ft to end March 2004e-2009e

Figure 27: Bhs childrenswear market share 2004-2009e

Figure 28: Debenhams UK retail sales and growth to August 2004-2009

Figure 29: Debenhams Group operating profit to August 2004-2009

Figure 30: Debenhams online sales to August 2005-2009e

Figure 31: Debenhams clothing space breakdown 2005-2009

Figure 32: Debenhams childrenswear sales to August 2004e-2009e

Figure 33: Debenhams childrenswear sales/sq ft to August 2004e-2009e

Figure 34: Debenhams childrenswear market shares 2004-2009e

Figure 35: Gap UK sales and growth, year to January 2005-2010e

Figure 36: Gap clothing space breakdown 2005-2009

Figure 37: Gap childrenswear sales growth, year to January 2002-2010e

Figure 38: Gap childrenswear sales/sq ft, year to January 2005e-2010e

Figure 39: Gap childrenswear market share 2004-2009e

Figure 40: H&M UK sales and growth, year to November 2004-2009e

Figure 41: H&M UK operating profit year to November 2004-2009e

Figure 42: H&M clothing space breakdown 2005-2009

Figure 43: H&M childrenswear sales year to November 2004e-2009e

Figure 44: H&M childrenswear sales per sq ft to November 2004e-2009e

Figure 45: H&M childrenswear market share 2004-2009e

Figure 46: JJB Sports UK sales and growth, year to January 2004-2009e

Figure 47: JJB Sports Group operating profit year to January 2004-2009e

Figure 48: JJB Sports clothing space breakdown 2005-2009

Figure 49: JJB Sports childrenswear sales year to January 2005-2010e

Figure 50: JJB Sports childrenswear sales/ sq ft to January 2005e-2010e

Figure 51: JJB Sports childrenswear market share 2004-2009e

Figure 52: John Lewis UK sales and growth, year to January 2005-2010e

Figure 53: John Lewis operating profit, year to January 2004-2009e

Figure 54: John Lewis clothing space breakdown 2005-2009

Figure 55: John Lewis childrenswear sales and growth to Jan 2004-2009

Figure 56: John Lewis childrenswear sales/sq ft to January 2004-2009e

Figure 57: John Lewis childrenswear market share 2004-2009e

Figure 58: Marks & Spencer UK sales and growth year to March 2004-2009

Figure 59: Marks & Spencer UK operating profit year to March 2004-2009

Figure 60: Y-o-Y change % in M&S quarterly divisional sales in UK Q1 2008/09-Q1 2009/10

Figure 61: M&S UK divisional l-f-l performance year to March 2008/09

Figure 62: Marks & Spencer online sales year to March 2008-2011e

Figure 63: M&S est sales/sq ft in food and non-food to March 2005-2009

Figure 64: M&S clothing space breakdown 2005-2009

Figure 65: M&S childrenswear sales year to March 2004-2009

Figure 66: M&S childrenswear sales per sq ft to end March 2004-2009

Figure 67: M&S childrenswear market share 2004-2009

Figure 68: Matalan store interior Longton 2009

Figure 69: Matalan Amman store entrance 2009

Figure 70: Matalan UK sales and growth, year to February 2005-2010e

Figure 71: Matalan operating profit year to February 2005-2010e

Figure 72: Matalan clothing space breakdown 2005-2009

Figure 73: Matalan childrenswear sales growth year to February 2005-2010

Figure 74: Matalan childrenswear sales per sq ft to February 2005-2010e

Figure 75: Matalan childrenswear market share 2004-2009e

Figure 76: Mothercare UK sales and growth, year to March 2004-2009

Figure 77: Mothercare UK operating profit year to March 2004-2009

Figure 78: Mothercare direct sales year to March 2004-2009

Figure 79: Mothercare childrenswear sales year to March 2004-2009e

Figure 80: Mothercare childrenswear sales per sq ft to March 2004-2009

Figure 81: Mothercare childrenswear market share 2004-2009e

Figure 82: New Look UK retail sales and growth, year to March 2004-2009

Figure 83: New Look group operating profit year to March 2004-2009

Figure 84: New Look online visitors year to March 2008 and 2009

Figure 85: New Look clothing space breakdown 2005-2009

Figure 86: New Look childrenswear sales year end March 2004-2009

Figure 87: New Look childrenswear sales per sq ft to March 2004-2009

Figure 88: New Look childrenswear market share 2004-2009e

Figure 89: Next Brand sales and growth, year to January 2005-2010e

Figure 90: Next Brand operating profit, year to January 2005-2010e

Figure 91: Next clothing space breakdown 2005-2009

Figure 92: Next UK childrenswear sales, year to January 2005-2010e

Figure 93: Next UK childrenswear sales, year to January 2005-2010e

Figure 94: Next childrenswear market share 2004-2009e

Figure 95: Peacocks UK retail sales and growth, year to March 2004-2009

Figure 96: Peacocks group operating profit year to March 2004-2009

Figure 97: Peacocks clothing space breakdown 2005-2009

Figure 98: Peacocks childrenswear sales year to March 2004e-2009e

Figure 99: Peacocks childrenswear sales per sq ft to March 2004-2009

Figure 100: Peacocks childrenswear market share 2004-2009e

Figure 101: Primark UK retail sales and growth to September 2004-2009e

Figure 102: Primark group operating profit year to September 2003-2008

Figure 103: Primark clothing space breakdown 2005-2009

Figure 104: Primark childrenswear sales year to September 2004-2009e

Figure 105: Primark childrenswear sales per sq ft to September 2004-2009e

Figure 106: Primark childrenswear market share 2004-2009

Figure 107: Tesco UK sales and growth, year to February 2004-2009

Figure 108: Tesco UK operating profit year to February 2004-2009

Figure 109: Tesco UK non-food sales growth, year to February 2006-2009

Figure 110: Tesco.com online sales year to February 2005-2009

Figure 111: Tesco clothing space breakdown 2005-2009

Figure 112: Tesco childrenswear sales year to February 2004-2009

Figure 112: Tesco childrenswear sales per sq ft to February 2004-2009

Figure 113: Tesco childrenswear market share 2004-2009e

Abstract

Introduction

Verdict Research: UK Childrenswear Retailers 2010 is a comprehensive analysis of the UK sector. Childrenswear has proved to be the most resilient of the clothing sectors during the recession, but some retailers have been more adept at gaining share. This report explains the challenges and issues retailers face, as well as the opportunities the market offers for future growth.

Scope

Market value 1999-2009e including girls, boys and infantswear market sizes. Channel value and shares, space allocation and advertising spend.
Profiles of 16 major operators including Asda, Adams, Gap, H&M, M&S, Matalan, Mothercare, Primark, Tesco, and a new addition on smaller specialists.
Five year market shares, 10 year trading records and store portfolios, sale densities, space allocation, advertising spend, key operating statistics.
Outlook for market and analysis of threat from smaller niche operators, non specialists and online development.

Highlights

Though the childrenswear market will decline by 0.1% in 2009 this will be less than adult sectors, and infantswear will increase thanks to a mini baby boom. The most important change is in volume, which we expect to slump from growth of 4.0% in 2008 to a decline of 0.1%. This represents a challenge for childrenswear retailers.
Retailers have won share primarily as a result of Woolworths' demise in late 2008. The 5.4% market share this freed up has been spread across the market but value retailers and grocers are the main beneficiaries. Grocers collectively have gained £324 million in 2009.
Childrenswear specialists have continued to lose share - only Mothercare and Adams remain as significant operators, with the former having the most potential to grow its business in both the UK and internationally. Clothing specialists hold the largest share of the market - accounting for over half the £4.23bn market in 2009.

Reasons to Purchase

Benchmark your business against competitors and the market with Verdict's comprehensive data and expert analysis.
Identify growth opportunities and develop effective business plans by comparing retailers' tactics and using our advice on strategies for success.
Understand the dynamics of the market and which categories will produce further market share gains once Woolworths' share has been absorbed.

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UK Childrenswear Retailers 2010

Table of Contents

Abstract