Abstract
The childrenswear market is very competitive for retailers and suppliers, yet has enjoyed a boom in volume sales as lower prices and better availability have encouraged spontaneous purchasing. The market has grown by 7.7% in the last two years to reach £5.6 billion.
- Sales have been steadily concentrated into the hands of a few large retail groups. Due to the highly competitive nature of the main retailers, prices have tumbled and own-label has continued to gain share. Few specialist retailers such as Adams remain, and life has been made tough for the branded suppliers who face intense competition from highly successful own-label players. The larger grocery multiples/discount retailers eg Primark, Tesco and Asda are taking a larger share of volume sales.
- On the plus side, children are on the receiving end of a growing bounty of goodies, including gifts and purchases by parents who have waited to have their offspring later in life, so the market is much less reliant on commodities. Adults want their children to reflect their own sense of status, taste and style. So success is reliant on backing the right styling trends while keeping the prices right.
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