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Table of Contents
- Issues in the Market
- Key themes
- Definition
- Market in Brief
- Low prices and fashions drive demand
- Boys have latent interest in clothing
- Own-brands dominate
- Gifts are a major driver
- Women are the most likely shoppers
- Outlook helped by value and fashion
- Internal Market Environment
- Key points
- More impulse buying
- Celebrity mums lead the way
- New clothing for all season
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Less mini-me, more mini-you
- Kids influence what is bought
- Figure 2: Agreement with selected lifestyle statements -- 11-15s, 2002-06
- Choice driven by fashion icons
- Figure 3: People who 7-15s admire the most, 2006
- Impact of childhood obesity rates
- Figure 4: Current and projected levels of obesity among UK children, by
age and gender, 2003 and 2010
- The ethical debate
- Other factors
- More online shopping
- Figure 5: Where access the Internet, 2006
- More of a social circle
- Character merchandising
- Broader Market Environment
- Key points
- Higher PDI has built consumer confidence
- Figure 6: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Stagnation in the birth-rate
- Figure 7: Number of live births and fertility rate in England and Wales,
2002-12
- Fewer under-15s, but growth in 5-9s
- Figure 8: Trends in male and female children' s population, by gender and
age, 2002-12
- More children per woman
- Figure 9: Average number of children per women, 1996-2006
- Average age of mothers at childbirth
- Figure 10: Average age of mothers at childbirth, England and Wales,
1971-2005
- A taxing issue
- Competitive Context
- Key points
- Total consumer expenditure
- Figure 11: Breakdown of total consumer expenditure, 2006
- Overall clothing category still in growth
- Figure 12: Consumer expenditure on all garments, 2002-07
- Sports clothing
- Stepping into the market
- Figure 13: Retail sales of footwear, 2002-07
- Schoolwear within the market
- Figure 14: Consumer expenditure on school uniforms and childrenswear in
general, 2002-07
- Pocket money
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- The market for childrenswear
- Figure 15: UK retail sales of childrenswear (aged 0-15), 2002-07
- Future growth potential
- Figure 16: Forecast of the UK market for childrens wear, at current and
constant prices, 2007-12
- Babywear boom time
- Kids' clothing facing challenges
- Factors used in the forecast
- Segment Performance
- Key points
- All childrenswear sales
- Figure 17: UK retail sales of childrenswear, by type, 2005 and 2007
- Girlswear helped by fashion trends
- Figure 18: UK retail sales of girls' outerwear (5-15), 2002-07
- Underwear and nightwear relatively buoyant
- Figure 19: UK retail sales of girlswear (5-15), by type, 2005 and 2007
- Boyswear stagnates
- Figure 20: UK retail sales of boys' outerwear, 2002-07
- Underwear and nightwear hold up well
- Figure 21: UK retail sales of boyswear (5-15), by type, 2005 and 2007
(XXX)
- Lavish spending on infants
- Figure 22: UK retail sales of infantwear (0-4), 2002-07
- Baby trends
- Infant boys
- Infant girls
- Underwear
- Figure 23: UK retail sales of infantwear, by type, 2005 and 2007
- Schoolwear
- Figure 24: UK retail sales of schoolwear (4-15), 2002-07
- Accessories and footwear
- Market Share
- Key points
- Retailer shares
- Figure 25: Manufacturers' branded shares of the childrenswear market, by
value, 2005 and 2007
- On the up
- Finding the going tough
- Retailers and Products
- Key points
- Marks & Spencer -- better styles and shorter lead times
- Next -- building fashions
- Adams -- strengthening Boots links
- Asda (George) -- expanding organics and fashion
- Tesco expanded selling space
- Primark has real momentum
- Mothercare transformed into destination store
- Woolworths -- Ladybird has a strong sense of identity
- Bhs -- yet to capitalise on Tammy brand
- Debenhams -- successful Designer at Debenhams ranges
- Gap -- kids' ranges performing better than adults
- Matalan -- strong fashion elements
- New Look -- adding baby and young children' s clothing
- H&M -- fashionable and competitive
- Peacocks -- lacks styling edge
- Other
- Sainsbury' s
- Monsoon
- Ones to watch
- New entrants
- Branded suppliers
- Brand Communication and Promotion
- Key points
- Main monitored adspend
- Figure 26: Main monitored media advertising expenditure on
childrenswear, 2003-07*
- Press dominance overtaken by TV
- Figure 27: Main monitored media advertising expenditure on
childrenswear, by medium, 2003-07*
- This is not just childrenswear, this is M&S childrenswear
- Figure 28: Main monitored media advertising expenditure on
childrenswear, by brand, 2006
- Advertising strategy
- Channels to Market
- Key points
- Grocery multiples set the pace
- Figure 29: UK retail sales of childrenswear, by outlet, 2005 and 2007
- Offline vs. online shopping
- The Consumer -- Purchase Habits
- Shoppers -- Who buys childrenswear?
- Figure 30: Purchasing of childrenswear in the last 12 months, 2005-07
- Gifting key purchase trigger
- Figure 31: When new clothes are most likely to be bought, September 2007
- When do youths shop for clothing?
- Figure 32: Frequency of shopping for clothes -- 11-15s, 2002-06
- 7-10s go with their parents
- Young teens are regular shoppers
- Profile of those purchasing childrenswear in the last 12 months
- The Consumer -- Purchase Considerations
- Key points
- Important factors when shopping for childrenswear
- Figure 33: Important factors when purchasing children' s clothing,
September 2007
- Agreement with statements about shopping for childrenswear
- Figure 34: Agreement with statements about shopping for children' s/baby
clothes, September 2007
- Attitudes towards Childrenswear Shopping
- Figure 35: Other important purchase considerations when buying
children' s/baby clothes, September 2007
- Appendix
- Advertising data
- Abbreviations
- Competitive context
- Figure 37: How money is spent -- 7-10-year-olds, 2002-06
- Figure 38: How money is spent -- 11-15-year-olds, 2002-06
- The consumer -- purchase habits: Detailed demographics
- Figure 39: Purchasing of childrenswear in the last 12 months, by age,
gender, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, household size and car usage, 2007
- Figure 40: Purchasing of childrenswear in the last 12 months, by gender,
age, socio-economic group, presence of children, marital status, working
status, lifestage, tenure, region, ACORN category, media usage, household
size and car usage, 2007
- Figure 41: When new clothes are most likely to be bought, by gender,
age, socio-economic group, marital status, lifestage, presence of children,
Mintel' s Special Groups, working status, tenure, region, ACORN category,
media usage, supermarket usage, household size, car usage, detailed
lifestage groups and terminal education age, September 2007
- Figure 42: When new clothes are most likely to be bought, by gender,
age, socio-economic group, marital status, lifestage, presence of children,
Mintel' s Special Groups, working status, tenure, region, ACORN category,
media usage, supermarket usage, household size, car usage, detailed
lifestage groups and terminal education age, September 2007
- The consumer -- purchase considerations: Detailed demographics
- Figure 43: Important factors when purchasing children' s clothing, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, supermarket usage, household size, car usage,
detailed lifestage groups and terminal education age, September 2007
- Figure 44: Important factors when purchasing children' s clothing, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, supermarket usage, household size, car usage,
detailed lifestage groups and terminal education age, September 2007
- Figure 45: Important factors when purchasing children' s clothing, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, supermarket usage, household size, car usage,
detailed lifestage groups and terminal education age, September 2007
- Figure 46: Important factors when purchasing children' s clothing, by
gender, age, socio-economic group, marital status, lifestage, presence of
children, Mintel' s Special Groups, working status, tenure, region, ACORN
category, media usage, supermarket usage, household size, car usage,
detailed lifestage groups and terminal education age, September 2007
- Figure 47: Agreement with statements about shopping for children' s/baby
clothes, by gender, age, socio-economic group, marital status, lifestage,
presence of children, Mintel' s Special Groups, working status, tenure,
region, ACORN category, media usage, supermarket usage, household size, car
usage, detailed lifestage groups and terminal education age, September 2007
- Figure 48: Agreement with statements about shopping for children' s/baby
clothes, by gender, age, socio-economic group, marital status, lifestage,
presence of children, Mintel' s Special Groups, working status, tenure,
region, ACORN category, media usage, supermarket usage, household size, car
usage, detailed lifestage groups and terminal education age, September 2007
- Figure 49: Agreement with statements about shopping for children' s/baby
clothes, by gender, age, socio-economic group, marital status, lifestage,
presence of children, Mintel' s Special Groups, working status, tenure,
region, ACORN category, media usage, supermarket usage, household size, car
usage, detailed lifestage groups and terminal education age, September 2007
- Figure 50: Agreement with statements about shopping for children' s/baby
clothes, by gender, age, socio-economic group, marital status, lifestage,
presence of children, Mintel' s Special Groups, working status, tenure,
region, ACORN category, media usage, supermarket usage, household size, car
usage, detailed lifestage groups and terminal education age, September 2007
- Outlets where consumers buy childrenswear
- Figure 51: Outlets where children' s clothing/babywear was bought in the
last 12 months, September 2007
- Figure 52: Outlets where children' s clothing/babywear was bought in the
last 12 months, by gender, age, socio-economic group, marital status,
lifestage, presence of children, Mintel' s Special Groups, working status,
tenure, region, ACORN category, media usage, supermarket usage, household
size, car usage, detailed lifestage groups and terminal education age,
September 2007
- Figure 53: Outlets where children' s clothing/babywear was bought in the
last 12 months, by gender, age, socio-economic group, marital status,
lifestage, presence of children, Mintel' s Special Groups, working status,
tenure, region, ACORN category, media usage, supermarket usage, household
size, car usage, detailed lifestage groups and terminal education age,
September 2007
- Figure 54: Outlets where children' s clothing/babywear was bought in the
last 12 months, by gender, age, socio-economic group, marital status,
lifestage, presence of children, Mintel' s Special Groups, working status,
tenure, region, ACORN category, media usage, supermarket usage, household
size, car usage, detailed lifestage groups and terminal education age,
September 2007
- Figure 55: Outlets where children' s clothing/babywear was bought in the
last 12 months, by gender, age, socio-economic group, marital status,
lifestage, presence of children, Mintel' s Special Groups, working status,
tenure, region, ACORN category, media usage, supermarket usage, household
size, car usage, detailed lifestage groups and terminal education age,
September 2007
- Figure 56: Outlets where children' s clothing/babywear was bought in the
last 12 months, by gender, age, socio-economic group, marital status,
lifestage, presence of children, Mintel' s Special Groups, working status,
tenure, region, ACORN category, media usage, supermarket usage, household
size, car usage, detailed lifestage groups and terminal education age,
September 2007
- Figure 57: Outlets where children' s clothing/babywear was bought in the
last 12 months, by gender, age, socio-economic group, marital status,
lifestage, presence of children, Mintel' s Special Groups, working status,
tenure, region, ACORN category, media usage, supermarket usage, household
size, car usage, detailed lifestage groups and terminal education age,
September 2007
- Figure 58: Other important purchase considerations when buying
children' s/baby clothes, by gender, age, socio-economic group, marital
status, lifestage, presence of children, Mintel' s Special Groups, working
status, tenure, region, ACORN category, media usage, supermarket usage,
household size, car usage, detailed lifestage groups and terminal education
age, September 2007
- Figure 59: Other important purchase considerations when buying
children' s/baby clothes, by gender, age, socio-economic group, marital
status, lifestage, presence of children, Mintel' s Special Groups, working
status, tenure, region, ACORN category, media usage, supermarket usage,
household size, car usage, detailed lifestage groups and terminal education
age, September 2007
- Figure 60: Other important purchase considerations when buying
children' s/baby clothes, by gender, age, socio-economic group, marital
status, lifestage, presence of children, Mintel' s Special Groups, working
status, tenure, region, ACORN category, media usage, supermarket usage,
household size, car usage, detailed lifestage groups and terminal education
age, September 2007
- Further analysis -- shopping habits
- Figure 61: Repertoire of when new clothes are most likely to be bought,
by gender, age, socio-economic group, marital status, lifestage, working
status, tenure, ACORN category, commercial TV viewing, region, media usage,
supermarket usage, detailed lifestage groups, presence of children and
Mintel' s Special GroupsSeptember 2007
- Figure 62: Clothing purchasing typologies, by gender, age,
socio-economic group, marital status, lifestage, working status, tenure,
ACORN category, commercial TV viewing, region, media usage, supermarket
usage, detailed lifestage groups, presence of children and Mintel' s Special
Groups, September 2007
- Cluster formation
- Figure 63: Clothing typologies and agreement with statements about
shopping for children' s/baby clothes, September 2007
- Figure 64: Clothing typologies and outlets where children' s
clothing/babywear was bought in the last 12 months, September 2007
- Figure 65: Clothing typologies and important factors when purchasing
children' s clothing, September 2007
- Figure 66: Clothing typologies and other important purchase
considerations when buying children' s/baby clothes, September 2007
- Figure 67: Who 7-10s usually go shopping for clothes with, 2002-06
- Figure 68: Who 11-15s usually go shopping for clothes with, 2002-06
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