Maternity Clothing - UK - January 2008

Table of Contents

• Issues in the MarketMain themes
• Definition
• Market in Brief
• A growing market
• Fashion sells
• Everyone wants to play
• Celebrity bumps
• At a price
• Hobson' s choice
• More births...
• ...from a wider age group
• The future
• Internal Market Environment
• Fashion focus
  • Figure 1: Personal appearance, by women expecting to give birth and women not expecting to give birth in the next 12 months, 2007
• Celebrity bumps
  • Figure 2: UK sales of women' s weekly magazines, by type, by volume, 2001-06
• The laws of attraction
  • Figure 3: Personal appearance statements, by women expecting to give birth and those not expecting to give birth in the next 12 months, 2007
• Out there but unaware
• Older mothers...
  • Figure 4: Mean age of mother at live birth structure, UK, 1996-2006
• ...and younger ones
• Breast is best
  • Figure 5: Initial breastfeeding rate, England and Wales, 1980-2005
• Organic and recycling
• Socialising acceptable
• Broader Market Environment
• Birth-rate rises over six years
  • Figure 6: Number of births, UK, 2002-12
  • Figure 7: Total fertility rate, UK, 1960-2006
• Growing potential market
  • Figure 8: Structure of the UK female population, by age, 2002-12
• More career women
  • Figure 9: UK workforce and employment, by gender, 2002-12
• Disposable income
  • Figure 10: Trends in PDI and consumer expenditure, 2002-12
• Competitive Context
• Key points
• Women' s fashion
  • Figure 11: UK retail sales of womenswear (excluding maternitywear) vs. maternitywear sales, 2002-06
• Beg and borrow -- for a steal
• The feelgood factor
  • Figure 12: UK health and beauty treatments market size, 2001-11
  • Figure 13: The advantages of pampering vs. buying maternity clothes
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
  • Figure 14: UK retail sales of maternitywear, at current and constant prices, 2002-08
• Growing
• For the future
• Forecast
  • Figure 15: Forecast of UK retail sales of maternitywear, at current and constant 2007 prices, 2002-12
• Segment forecast
• Growing underwear
  • Figure 16: Forecast of UK retail sales of maternity underwear, at current and constant 2007 prices, 2002-12
• Sales of outerwear maintained
  • Figure 17: Forecast of UK retail sales of maternity outerwear, at current and constant 2007 prices, 2002-12
• Factors used in the forecast
• Market Share
• Key points
• Fragmented
  • Figure 18: Brand shares in the UK maternity market, by value, 2005 and 2007
• Fashion takes the stage
• Multichannel spurs growth
• Transferring values
• Coming...
• ...and going
• The future
• Segment Performance
• Key points
• Maternity lingerie
  • Figure 19: UK retail sales of maternity underwear, at current and 2002 prices, 2002-08
• Growing in size
• Fitting
• Fashion not frumpy
• Moving in...
• ...and across
• Growth by education and awareness
• Maternity clothing
  • Figure 20: UK retail sales of maternity underwear, at current and 2002 prices, 2002-08
• Growing steadily
• Fashion constraint
• Special occasion
• Workwear
• Trousers
• Jeans
• Neglected skirts
• Product positioning
• Key points
  • Figure 21: Price comparisons of maternitywear to rest of market offerings, December 2007
• Companies and Products
• Key points
• Specialists
• Mother & baby
• Mothercare
• Mamas & Papas
• Arev
• Blooming Marvellous
• JoJo Maman Bébé
• Maternity only
• Crave
• Isabella Oliver
• Girl Power
• The benchmark for bumps
• Formes
• Blossom Mother and Child
• Homemummy
• Maternity lingerie only
• Amoralia
• Emily B
• Retailer own-labels
• Arcadia Group
• Brand Communication and Promotion
• Key points
• Adspend low
  • Figure 22: Main monitored media advertising expenditure on maternitywear, 2003-07
• Advertising has grown the brands
  • Figure 23: Main monitored media advertising expenditure on maternitywear, by top ten advertisers, 2003-07
• Press it
• Pictures speak volume
• Girl talk
• Endorsement
• Search engine optimisation
  • Figure 24: Top five sponsored websites, by search engine, maternitywear, UK, November 2007
  • Figure 25: Top five words (non-sponsored) maternitywear, by search engine, UK, November 2007
• In the name of charity
• Channels to Market
• Key points
  • Figure 26: UK retail sales of maternitywear, by outlet type, by value, 2003-07
• Fashion multiples
• Value retailers
• Maternity specialists (mother and baby)
• Multichannel
• E-tailers
• No supermarkets!
• One to watch
• Mama-la-mode.com
• The Consumer -- How They Feel About Maternitywear
• Key points
  • Figure 27: How they feel about maternitywear, November 2007
• Out of the market
• Expensive and limited
• Lack of choice
  • Figure 28: How they feel about buying maternitywear, by age and socio-economic group, November 2007
• Expensive
• Changing opinions
• Value for money
• Won' t last the duration
• A matter of choice
• Old-fashioned and frumpy
  • Figure 29: How they feel about buying maternitywear, by age and socio-economic group, November 2007
• Bigger is best
• Hand-me-downs
• Anyone for seconds?
• Appendix
• Advertising data
• Abbreviations
• Brand communication
  • Figure 39: Top advertisers, by expenditure, 2003-07
  • Figure 40: Advertising, by type, 2003-07
• What they think of maternitywear -- Detailed consumer demographics
  • Figure 41: What they think of buying maternitywear, by age of own children in household, Mintel' s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
  • Figure 42: What they think of buying maternitywear, by age of own children in household, Mintel' s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
• What maternitywear they buy -- Detailed consumer demographics
  • Figure 43: What maternitywear they buy, by age of own children in household, Mintel' s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
  • Figure 44: What maternitywear they buy, by age of own children in household, Mintel' s Special Groups, region, ACORN category, technology users, daily newspapers, commercial TV viewing and supermarket used, November 2007
• Typologies -- Detailed demographics
  • Figure 45: Typologies, by ACORN category, commercial TV viewing, region, daily newspaper, supermarket used and age of own children in household, November 2007