Abstract
The market has been living under the shadow of unfavorable demographic trends for some time now but it does not appear to be denting consumers' ability to spend. There is more choice and fashionability in the market ensuring it remains highly competitive in pricing terms.
The main feature of the market is price and in some sense it lacks excitement aside from this. The question is therefore, whether value retailing has stripped away the ability and capacity to innovate. There is a premium end to the market but it tends to be small and exclusive with the bulk of consumers buying cheaply and conveniently with little brand loyalty. Will there be a reaction against value pricing with consumers looking for more in terms of style or shopping experience?
For the purpose of this report, childrenswear incorporates all clothing for children aged 0-14 years (including schoolwear). Baby and infantswear relate specifically to clothing for children up to age 4, but excludes nappies, disposable nappies, bibs, etc. Footwear is not included in this report, unless otherwise stated. Some children reach full adult sizes before they reach the top of this age range, and will shop in outlets that cater for fully-grown men and women, rather than for children per se. The market sizes do not include this spending, as it is already included in data for womenswear and menswear. However, discussions of outlets used for shopping include outlets that sell adult sizes to children.
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