Table of Contents
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
MARKET ANALYSIS
- Market definition
- Market size, value and trends
- More resilient than market
- Deflation slowing
- Category values - trends by sub categories
- Infantswear benefits from baby boom & older mothers
- Channels of distribution - value and shares
- Grocers biggest winners as specialists suffer
COMPANY DATA ANALYSIS
- Top childrenswear retailers - market shares
- Next under pressure at top of table
- Market shares over five years
- Woolworths share creates opportunity
- Market shares - winners & losers
- Primark moving ahead
- Sales densities
- Key operating statistics
- Space allocation by sub-category
- Advertising expenditure
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
- Niche brands providing premium experience
- Smaller non-specialists posing threat
- Online development
ADAMS
- New ownership may give greater stability
- Recent key events
- Trying to bring the business back to health
- Proposition
- New stores aim for fashionable, modern look
- Financials
- In and out of administration once more after pre-Christmas 2008 downturn
- Space
- Dramatic reduction in store numbers
- Space allocation
- Sector performance - childrenswear
- Decline in sales slows slightly
- Outlook
- Adams will have to work hard to establish differentiated fashion
positioning
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
- Outlook
- Under pressure from value clothing retailers
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
- 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
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
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?
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
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
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
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
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
NEW LOOK
- More gender-neutral brand could raise sales of boyswear
- Recent key events
- 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
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
- Sector performance - childrenswear
- Next' s childrenswear sales stagnate
- Outlook
- Highly profitable but circumstances not in its favour
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
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
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
- Outlook
- Needs sales drivers beyond adding space
GLOSSARY
- Financial Statistics - VAT
- Trading Profile
- Key Operating Ratios
- Physical Development
- Abbreviations
TABLES
- Table: Childrenswear market definition 2009
- Table: Childrenswear and total clothing market trends 1999-2009e
- Table: Childrenswear market trends by sub category 1999-2009e
- Table: Childrenswear channels of distribution by value 2004-2009e
- Table: Childrenswear channels of distribution breakdown 2004-2009e
- Table: Childrenswear channels of distribution breakdown 2004-2009e
- Table: Childrenswear market shares 2004-2009e
- Table: Clothing retailers key UK operating statistics 2008/09
- Table: Childrenswear retailers space allocation 2009
- Table: Leading childrenswear retailers advertising spend 2003-2008
- Table: Childrenswear retailers advertising spend by media type 2008
- Table: Percentage of births to foreign born women 2007 on 2001
- Table: Niche specialist childrenswear retailers 2009
- Table: Smaller non-specialist childrenswear retailers 2009
- Table: Major online developments in childrenswear 2009
- Table: Adams company overview 2009
- Table: Adams retail proposition 2009
- Table: Adams UK key operating statistics summary 2003-2009e
- Table: Adams trading record 1999-2009e
- Table: Adams store portfolio 1999-2009e
- Table: Adams childrenswear space allocation vs market average 2009
- Table: Asda company overview 2010
- Table: Asda retail proposition 2010
- Table: Asda UK key operating statistics summary 2004-2009e
- Table: Asda trading record 1999-2009e
- Table: Asda store portfolio 1999-2009e
- Table: Asda childrenswear space allocation vs market average 2009
- Table: Bhs company overview 2010
- Table: Bhs retail proposition 2010
- Table: Bhs UK key operating statistics summary 2004-2009e
- Table: Bhs trading record 1999-2009e
- Table: Bhs store portfolio 1999-2009e
- Table: Bhs childrenswear space allocation vs market average 2009
- Table: Debenhams company overview 2010
- Table: Debenhams retail proposition 2010
- Table: Debenhams UK key operating statistics summary 2004-2009
- Table: Debenhams group trading record 1999-2009
- Table: Debenhams group store portfolio 1999-2009e
- Table: Debenhams childrenswear space allocation v market av 2009
- Table: Gap company overview 2010
- Table: Gap retail proposition 2010
- Table: Gap UK key operating statistics summary 2005-2010e
- Table: Gap trading record 2000e-2010e
- Table: Gap UK store portfolio 1999-2009e
- Table: Gap childrenswear space allocation vs market average 2009
- Table: H&M company overview 2010
- Table: H&M retail proposition 2010
- Table: H&M UK key operating statistics summary 2004-2009e
- Table: H&M UK trading record 1999-2009e
- Table: H&M UK store portfolio 1999-2009e
- Table: H&M childrenswear space allocation vs market average 2009
- Table: JJB Sports company overview 2010
- Table: JJB Sports retail proposition 2010
- Table: JJB Sports key operating statistics summary 2004-2009
- Table: JJB Sports trading record 1998-2010e
- Table: JJB Sports store portfolio 1999-2010e
- Table: JJB Sports childrenswear space allocation vs market av 2009
- Table: John Lewis company overview 2010
- Table: John Lewis retail proposition 2010
- Table: John Lewis UK key operating statistics summary 2005-2010e
- Table: John Lewis trading record 2000-2010e
- Table: John Lewis store portfolio 2000-2010e
- Table: John Lewis childrenswear space allocation vs market av 2009
- Table: Marks & Spencer company overview 2010
- Table: Marks & Spencer retail proposition 2010
- Table: Marks & Spencer UK key operating statistics 2004-2009
- Table: Marks & Spencer UK trading record 1999-2009
- Table: M&S store portfolio 1999-2009
- Table: M&S store portfolio 1999-2009
- Table: M&S childrenswear space allocation vs market average 2009
- Table: Matalan company overview 2010
- Table: Matalan retail proposition 2010
- Table: Matalan UK key operating statistics summary 2005-2010e
- Table: Matalan trading record 1999-2010e
- Table: Matalan store portfolio 1999-2010e
- Table: Matalan childrenswear space allocation vs market average 2009
- Table: Mothercare company overview 2010
- Table: Mothercare retail proposition 2010
- Table: Mothercare UK key operating statistics summary 2004-2009
- Table: Mothercare UK trading record 1998-2009
- Table: Mothercare store portfolio 1999-2009
- Table: Mothercare childrenswear space allocation vs market av 2009
- Table: New Look company overview 2010
- Table: New Look retail proposition 2010
- Table: New Look UK key operating statistics summary 2004-2009e
- Table: New Look trading record 1999-2009e
- Table: New Look UK store portfolio 1999-2009
- Table: New Look store portfolio 2008-2009
- Table: New Look space allocation vs market average 2009
- Table: New Look kids space allocation vs market average 2009
- Table: Next company overview 2010
- Table: Next retail proposition 2010
- Table: Next Brand key operating statistics summary 2005-2010e
- Table: Next Brand trading record 2000-2010e
- Table: Next Brand turnover and profits 2005-2010e
- Table: Next UK store portfolio 1999-2009
- Table: Next childrenswear space allocation vs market average 2009
- Table: Peacocks company overview 2010
- Table: Peacocks retail proposition 2010
- Table: Peacocks UK key operating statistics summary 2004-2009e
- Table: Peacocks UK trading record 1999-2009e
- Table: Peacocks store portfolio 1999-2009
- Table: Peacocks childrenswear space allocation vs market av 2009
- Table: Primark company overview 2010
- Table: Primark retail proposition 2010
- Table: Primark UK key operating statistics summary 2004-2009e
- Table: Primark trading record 1999-2009e
- Table: Primark store portfolio 1999-2009
- Table: Primark childrenswear space allocation vs market average 2009
- Table: Tesco company overview 2010
- Table: Tesco retail proposition 2010
- Table: Tesco UK key operating statistics summary 2004-2009
- Table: Tesco UK trading record 1998-2009e
- Table: Tesco store portfolio 1999-2009
- Table: Tesco childrenswear space allocation vs market average 2009
FIGURES
- Figure: Childrenswear and clothing sales index (1999 = 100) to 2009e
- Figure: Childrenswear as % of total clothing sales 1999-2009e
- Figure: Deflation in childrenswear 2004-2009e
- Figure: Sales split in childrenswear 1999 and 2009e
- Figure: Change in channel share 2009e on 2004
- Figure: Top childrenswear retailers market shares 2004 and 2009e
- Figure: Winners & losers in the childrenswear market 2009e on 2008
- Figure: Estimated childrenswear sales densities year end 2008/2009
- Figure: Childrenswear market issues 2010
- Figure: Percentage change in consumer expenditure, current prices
seasonally adjusted, 2009 Q1 vs 2008 Q1
- Figure: Thousands of UK live births 1998-2008
- Figure: 000s of UK live births by age of mother 1998 and 2008
- Figure: Forecast of child population by age group 2009-2014
- Figure: Price index for clothing imports (2005=100) and value of the pound
against the US dollar and euro Q2 2007 to Q2 2009
- Figure: Adams UK sales and growth to July 2004-06 and Jan 2008-09e
- Figure: Adams kidswear sales growth to July 2004-06 and Jan 2008-09e
- Figure: Adams kidswear sales per sq ft to July 2004-06 & Jan 2008-09e
- Figure: Adams childrenswear market share 2004-2009e
- Figure: Asda sales growth to December 2004-2009e
- Figure: Asda UK retail operating profit to December 2003-2007
- Figure: Asda UK clothing sales per sq ft (est) to December 2004-2009e
- Figure: Asda clothing space breakdown 2005-2009
- Figure: Asda childrenswear sales to December 2004e-2009e
- Figure: Asda childrenswear sales per sq ft to December 2004e-2009e
- Figure: Asda childrenswear market share 2004e-2009e
- Figure: Bhs UK retail sales and growth, year end March 2004-2009e
- Figure: Bhs group operating profit year end March 2004-2009e
- Figure: Bhs clothing space allocation 2005-2009
- Figure: Bhs Childrenswear sales to year end 2004e-2009e
- Figure: Bhs childrenswear sales per sq ft to end March 2004e-2009e
- Figure: Bhs childrenswear market share 2004-2009e
- Figure: Debenhams UK retail sales and growth to August 2004-2009
- Figure: Debenhams Group operating profit to August 2004-2009
- Figure: Debenhams online sales to August 2005-2009e
- Figure: Debenhams clothing space breakdown 2005-2009
- Figure: Debenhams childrenswear sales to August 2004e-2009e
- Figure: Debenhams childrenswear sales/sq ft to August 2004e-2009e
- Figure: Debenhams childrenswear market shares 2004-2009e
- Figure: Gap UK sales and growth, year to January 2005-2010e
- Figure: Gap clothing space breakdown 2005-2009
- Figure: Gap childrenswear sales growth, year to January 2002-2010e
- Figure: Gap childrenswear sales/sq ft, year to January 2005e-2010e
- Figure: Gap childrenswear market share 2004-2009e
- Figure: H&M UK sales and growth, year to November 2004-2009e
- Figure: H&M UK operating profit year to November 2004-2009e
- Figure: H&M clothing space breakdown 2005-2009
- Figure: H&M childrenswear sales year to November 2004e-2009e
- Figure: H&M childrenswear sales per sq ft to November 2004e-2009e
- Figure: H&M childrenswear market share 2004-2009e
- Figure: JJB Sports UK sales and growth, year to January 2004-2009e
- Figure: JJB Sports Group operating profit year to January 2004-2009e
- Figure: JJB Sports clothing space breakdown 2005-2009
- Figure: JJB Sports childrenswear sales year to January 2005-2010e
- Figure: JJB Sports childrenswear sales/ sq ft to January 2005e-2010e
- Figure: JJB Sports childrenswear market share 2004-2009e
- Figure: John Lewis UK sales and growth, year to January 2005-2010e
- Figure: John Lewis operating profit, year to January 2004-2009e
- Figure: John Lewis clothing space breakdown 2005-2009
- Figure: John Lewis childrenswear sales and growth to Jan 2004-2009
- Figure: John Lewis childrenswear sales/sq ft to January 2004-2009e
- Figure: John Lewis childrenswear market share 2004-2009e
- Figure: Marks & Spencer UK sales and growth year to March 2004-2009
- Figure: Marks & Spencer UK operating profit year to March 2004-2009
- Figure: Y-o-Y change % in M&S quarterly divisional sales in UK Q1
2008/09-Q1 2009/10
- Figure: M&S UK divisional l-f-l performance year to March 2008/09
- Figure: Marks & Spencer online sales year to March 2008-2011e
- Figure: M&S est sales/sq ft in food and non-food to March 2005-2009
- Figure: M&S clothing space breakdown 2005-2009
- Figure: M&S childrenswear sales year to March 2004-2009
- Figure: M&S childrenswear sales per sq ft to end March 2004-2009
- Figure: M&S childrenswear market share 2004-2009
- Figure: Matalan store interior Longton 2009
- Figure: Matalan Amman store entrance 2009
- Figure: Matalan UK sales and growth, year to February 2005-2010e
- Figure: Matalan operating profit year to February 2005-2010e
- Figure: Matalan clothing space breakdown 2005-2009
- Figure: Matalan childrenswear sales growth year to February 2005-2010
- Figure: Matalan childrenswear sales per sq ft to February 2005-2010e
- Figure: Matalan childrenswear market share 2004-2009e
- Figure: Mothercare UK sales and growth, year to March 2004-2009
- Figure: Mothercare UK operating profit year to March 2004-2009
- Figure: Mothercare direct sales year to March 2004-2009
- Figure: Mothercare childrenswear sales year to March 2004-2009e
- Figure: Mothercare childrenswear sales per sq ft to March 2004-2009
- Figure: Mothercare childrenswear market share 2004-2009e
- Figure: New Look UK retail sales and growth, year to March 2004-2009
- Figure: New Look group operating profit year to March 2004-2009
- Figure: New Look online visitors year to March 2008 and 2009
- Figure: New Look clothing space breakdown 2005-2009
- Figure: New Look childrenswear sales year end March 2004-2009
- Figure: New Look childrenswear sales per sq ft to March 2004-2009
- Figure: New Look childrenswear market share 2004-2009e
- Figure: Next Brand sales and growth, year to January 2005-2010e
- Figure: Next Brand operating profit, year to January 2005-2010e
- Figure: Next clothing space breakdown 2005-2009
- Figure: Next UK childrenswear sales, year to January 2005-2010e
- Figure: Next UK childrenswear sales, year to January 2005-2010e
- Figure: Next childrenswear market share 2004-2009e
- Figure: Peacocks UK retail sales and growth, year to March 2004-2009
- Figure: Peacocks group operating profit year to March 2004-2009
- Figure: Peacocks clothing space breakdown 2005-2009
- Figure: Peacocks childrenswear sales year to March 2004e-2009e
- Figure: Peacocks childrenswear sales per sq ft to March 2004-2009
- Figure: Peacocks childrenswear market share 2004-2009e
- Figure: Primark UK retail sales and growth to September 2004-2009e
- Figure: Primark group operating profit year to September 2003-2008
- Figure: Primark clothing space breakdown 2005-2009
- Figure: Primark childrenswear sales year to September 2004-2009e
- Figure: Primark childrenswear sales per sq ft to September 2004-2009e
- Figure: Primark childrenswear market share 2004-2009
- Figure: Tesco UK sales and growth, year to February 2004-2009
- Figure: Tesco UK operating profit year to February 2004-2009
- Figure: Tesco UK non-food sales growth, year to February 2006-2009
- Figure: Tesco.com online sales year to February 2005-2009
- Figure: Tesco clothing space breakdown 2005-2009
- Figure: Tesco childrenswear sales year to February 2004-2009
- Figure: Tesco childrenswear sales per sq ft to February 2004-2009
- Figure: Tesco childrenswear market share 2004-2009e
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