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The U.S. Market for Infant, Toddler, and Preschool Clothing, Volume I in the series: The U.S. Market for Infant, Toddler and Preschool Products

Attention: There is an updated edition available for this report.

Higher birth rates are bringing about a more baby- and kid-centric culture. In a generally soft economy, the $12 billion infant, toddler, and preschool (ITP) clothing business represents one of the fastest-growing portions of the apparel market.

Using a new data-intensive yet compact format, this Packaged Facts report quantifies the ITP clothing market, providing market growth rates, market size and composition breakouts, and a full discussion of the factors affecting future growth, leading to five-year market forecasts through 2007. Also included are a review of the competitive environment and key industry players, both wholesale and retail, and an analysis of consumer demographics based on current Simmons Market Research Bureau data profiling consumer demographics.

New to the report are cutting-edge action points that companies can use to leverage the trends driving the market. Up-to-the-minute information on industry developments relating to mergers, acquisitions, and IPOs; target marketing; brand maintenance; designer and licensed products; and e-commerce provide the strategic information needed to keep pace with this changing market.

This report is the first of a three-part series on the infant, toddler, and preschool products market, which also covers Home Furnishings and Toys (Volume II) and Babycare Supplies (Volume III). An Executive Overview of all three volumes is provided to purchasers of the series, providing a cross-comparison of opportunities and competition in these inter-related sectors of the infant, toddler, and preschool products market.

Volumes in the series are as follows:

Volume I: The U.S. Market for Infant, Toddler, and Preschool Clothing
Volume II: The U.S. Market for Infant,Toddler, and Preschool Home Furnishings and Toys
Volume III: The U.S. Market for Infant, Toddler and Preschool Products: Baby Care Supplies
The U.S. Market for Infant, Toddler and Preschool Products, Volumes I-III

Marketers of Children’s Clothing Focus on Growing Ethnic Markets

New York, February 12/PRNewswire - By 2005 at least 40% of the designs and colors seen on children’s clothing will be tailored to appeal to blacks and Hispanics. According to The U.S. Market for Infant, Toddler and Preschool Clothing, a newly published Packaged Facts report available at, children’s clothing companies have identified ethnic markets, and specifically the black and Hispanic segments of the population, as their most important audience.

Given the tremendous population increases that Census 2000 projected for the black and Hispanic demographics in the United States (12% and 35%, respectively) most marketers have recognized the importance of speaking to these powerful population segments. However, blacks and Hispanics are of greater importance in the children’s clothing market than in most other industries, given the high purchasing indices for kid’s clothes among these populations.

"Hispanics and blacks are already making a vast percentage of children’s clothes purchases," said Don Montuori, Acquisitions Editor for Packaged Facts. "We have found that these ethnic demographics are more than twice as likely to purchase infant, toddler or preschool clothing. When you consider this finding in tandem with demographic growth trends of recent years, there can be little doubt that success in the kid’s clothing market rest upon a company’s ability to market effectively to a diverse population."

The U.S. Market for Infant, Toddler and Preschool Clothing is the first volume in a series of three reports from Packaged Facts on products for the infant, toddler and preschool demographic. The reports provide detailed information about buying behavior, as well as distribution and marketing trends, product development, and emerging promotional campaigns. The reports also include historical sales data, as well as market projections through 2007.

About Packaged Facts
Packaged Facts, a division of, produces research reports on a wide range of consumer industries, including information on domestic and global market trends and opportunities. For more information visit

About is the leading provider of global market intelligence products and services. With over 50,000 research publications from more than 350 top consulting and advisory firms, offers instant online access to the world’s most extensive database of expert insights on global industries, companies, products, and trends. For more information, call Alison Williams at 301.468.3650 x203 or visit

Chapter 1: Executive Summary

    Scope and Methodology
    • Scope of Report
    • Report Methodology
    • Retail Sales Approach $15 Billion
    • Table 1-1: U.S. Retail Sales of ITP Clothing, 1998-2007 (in billions of dollars)
    • Apparel Accounts for 90% of Dollar Sales
    • Retail Channels
    • Favorable Demographics Will Help Market Growth
    • Major Marketers and Brands
    • The Competitive Situation
    • Marketers Spend $24 Million to Advertise ITP Clothing in 2001
    • Overview of Consumer Purchasing

Chapter 2: The Market

    Market Size and Growth
    • Market Definition: Apparel and Footwear
    • Three Size Ranges for Apparel
    • Methodology for Packaged Facts’ Estimates
    • Retail Sales Near $15 Billion in 2002
    • Figure 2-1: U.S. Retail Dollar Sales of ITP Clothing, 1998-2002 (in billions of dollars)
    • Industry Estimates Infant/Toddler Apparel at $10.6 Billion in 2001
    • Figure 2-2: U.S. Retail Dollar Sales of ITP Clothing, 1998-2002 (in billions of dollars)

    Market Composition

    • Apparel 90% of the Market
    • Infant Clothing One-Third of Sales
    • Market Composition by Retail Channel
    • Mass Merchandisers Lead in Apparel Sales
    • ITP Footwear Channels
    • Shoe Stores Lead ITP Footwear Dollar Sales
    • Figure 2-3: Share of ITP Clothing Dollar Sales by Category, 2002 (percent)
    • Figure 2-4: Share of ITP Apparel Dollar Sales by Size Range, 2002 (percent)
    • Figure 2-5: Share of ITP Apparel Dollar Sales by Retail Outlet, 2002 (percent)
    • Figure 2-6: Estimated Share of ITP Footwear Dollar Sales by Retail Outlet, 2002 (percent)

    Market Forecasts

    • Demographic Trends
      • The Rising Birth Rate
      • Figure 2-7: U.S. Population of Children Age 5 and Under, 1998-2010 (in thousands)
      • More Older Mothers
      • Higher Disposable Income
      • Grandparents a Prime Market
      • Ethnic Populations Growing

    • Market Dynamics
      • ITP Clothing Influenced More by Brands Than Fashion
      • Gift-Buyers Buy Sets; Moms Prefer Separate Pieces
      • The Price Dichotomy
      • Kids Outgrow Their Clothes Rapidly
      • Parents Seek Practical Features
      • Daycare Centers and Preschools Mean More Sales

    • Sales to Top $18 Billion by 2007
    • Figure 2-8: Projected U.S. Retail Sales of ITP Clothing, 2002-2007 (in billions of dollars)

Chapter 3: Competitive Situation

    Marketers and Brands
    • Famous-Brand Companies Dominate Branded Business
    • Disney, Carter’s Lead ITP Apparel Brands
    • Apparel Market Leaders
      • Carter Holdings, Inc. (Carter’s)
      • OshKosh B’Gosh, Inc.
      • VF Corp.
      • Garan, Inc.
      • Gerber Childrenswear, Inc.

    • Second-Tier Marketers
      • Family Apparel Marketers
      • Privately Held ITP Specialists

    • Footwear Market Leaders
    • Licensing Companies
      • Marketers Producing Licensed Apparel
      • Popular Licensed Brands

    • Designer Clothing
      • Popular Designer Brands

    • Private Label a Major Factor
      • About Private Label
      • "House Brands" and Others
      • Exclusive Licensed Brands

    • Figure 3-1: Selected Marketers and Brands of Infant/Toddler/Preschool Clothing

    Marketing Trends

    • Fashion Appeal Drives Sales
    • Licensing Big Business
    • Crossing Classes
    • Fashion Trends
      • Adult-Fashion-Downsizing and Denim
      • Bright Colors in Baby Clothes
      • New Designer Names

    • Licensing Trends
      • "Evergreens"
      • Current TV Characters
      • Brand-Name Toys
      • Sports Properties
      • Extending and Borrowing Brand Equity

    • Private Label Complements National Brands
    • National Advertising Expenditures
    • Leading Advertisers
      • The Gap and Fruit of the Loom Lead Advertisers
      • Second-Tier Advertisers
      • Absentee List

    • Advertising Positioning
    • Consumer Promotions

    Retail and Internet Trends

    • Focus on Mass Merchandisers
      • Key Advantages: Value Pricing + One-Stop Shopping
      • Mass Merchandisers Upgrading Fashion Sense
      • Struggling Kmart Fields Powerful ITP Lines
      • Target Partnering with Prominent ITP Clothing Marketers

    • Focus on Specialty Chains
      • Specialty Chains Increasingly Powerful
      • Three Types of Specialty Chains
      • Key Advantages: Depth of Selection + Customer Service

    • Focus on Sears and JCPenney
      • Sears and Penney’s Hard Hitters in ITP Apparel
      • Key Advantages: Number of Units + Wide Selection of Brands and P.L.
      • Building Consumer Loyalty

    • Focus on Department Stores
      • Showcase for Branded and Designer Apparel
      • Traditional Department Stores Losing Market Share
      • Key Advantages: Trendy Designer Labels + Private Label
      • Gift Registries

    • Focus on Independent Specialty Stores
      • Distinguished by Assortments
      • Key Advantages: Unique Items + Superior Customer Service

    • Focus on the Web: E-Commerce
      • An Increasingly Viable Option
      • Key Advantages: Availability Plus Ease of Shopping

Chapter 4: Competitive Profiles

    Competitive Profile: Carter Holdings, Inc.
    • Corporate Background
    • Product Areas
    • Competitive Advantages: Cute Kids Styles and Wide Distribution
    • Moving Production Offshore Helps Bottom Line

    Competitive Profile: The Gap, Inc.

    • Corporate Background
    • The Gap, GapKids, babyGap, and Old Navy
    • Competitive Advantages: Casual Look, Store Presence, and Ads

    Competitive Profile: Gerber Childrenswear, Inc. (Kellwood Co.)

    • Corporate Background
    • Product Areas
    • Competitive Advantage: Banking On the Gerber Name
    • Care Bears Layette

    Competitive Profile: The Gymboree Corp.

    • Corporate Background
    • Product Areas
    • Competitive Advantages: Distinctive Designs and Merchandising
    • New Store Concept: Janie and Jack

    Competitive Profile: OshKosh B’Gosh, Inc.

    • Corporate Background
    • Product Areas
    • Competitive Advantage: An Unmistakable Look
    • Expanding to the Mass Market

    Competitive Profile: The Stride Rite Corp.

    • Corporate Background
    • Product Areas
    • Competitive Advantage: The Leader in Kids’ Shoes
    • New Mass-Market Initiative
    • Playing Up High Tech
    • Licensing the Stride Rite Name

    Competitive Profile: VF Playwear (VF Corp.)

    • Corporate Background
    • Competitive Advantage: Sophisticated Marketing
    • Healthtex Promotes Hard Play
    • "Seeding" Word of Mouth

Chapter 5: The Consumer

    • Note on Simmons Survey Data and Figures
    • Overview of Purchasing
      • More Consumers Buy Toddler and Preschool Items Than Infant Items
      • Tops and Sleepwear the Most Popular Items for Infants
      • Tops and Jeans the Most Popular Items for Ages 1-5

    • Purchasing Patterns
      • A Family Profile
      • Hispanics and Blacks Prime Consumers
      • Regional Skew to the South
      • Education Not a Significant Factor
      • Affluent Income Skew

    • Figure 5-1: Adult Purchasers of ITP Clothing: Overall, by Child’s Age Group, and by Type of Clothing, 2002 (U.S. households)
    • Figure 5-2: Demographic Characteristics Favoring Purchase of Clothing by Child’s Age Group: Under 1 Year vs. 1-5 Years, 2002 (U.S. adults)
    • Figure 5-3: Purchasing Indices for ITP Clothing: By Presence of Children by Age, 2002 (U.S. adults)
    • Figure 5-4: Purchasing Indices for ITP Clothing: By Age Bracket of Purchaser, 2002 (U.S. adults)
    • Figure 5-5: Purchasing Indices for ITP Clothing: By Household Size, 2002 (U.S. adults)
    • Figure 5-6: Purchasing Indices for ITP Clothing: By Ethnic Group, 2002 (U.S. adults)
    • Figure 5-7: Purchasing Indices for ITP Clothing: By Region, 2002 (U.S. adults)
    • Figure 5-8: Purchasing Indices for ITP Clothing: By Educational Attainment, 2002 (U.S. adults)
    • Figure 5-9a: Purchasing Indices for ITP Clothing: By Household Income Bracket, 2002 (U.S. adults)
    • Figure 5-9b: Purchasing Indices for ITP Clothing: By Household Income Bracket, 2002 (U.S. adults)

Chapter 6: Looking Ahead

Trends and Opportunities

  • Multi-Dimensional Marketing
  • Crossing Class Boundaries
  • Targeting Ethnic Markets
  • Going for Multiple Sales
  • Practical Advantages

Appendix: Addresses of Selected Marketers

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