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Childrens Clothes Shopping - US - November 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Apparel

No. of Pages : 150 Pages


Given that a third of parents interviewed shop for children’s clothing online and the exponential growth experienced overall by online shopping, should retailers in this market be learning from Best Buy’s stated intention to move away from the large store format and to a more streamlined in-store/online integrated approach as a way to stay ahead in the children’s clothing market?
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The market
Figure 1: Fan chart forecast of total retail sales of children’s clothing, 2008-18
Market factors
Birthrate and number of children in the US will impact the market
Figure 2: Population (in millions) by age 11 and under, 2008-18
Figure 3: Population (in millions) by age 11 and under, by gender, 2008-18
Hispanics represent opportunity for children’s clothing market
Childhood obesity remains a concern
Figure 4: Prevalence of obesity among children aged 2-11, 1971-2010
Impact of online and mobile shopping
The consumer
Parents shop at mass merchandisers and value department stores (in-store and online)
Figure 5: Types of retailers shopped for children\'s clothing, online vs. in-store, August 2013
Most parents loyal to certain stores but sales will drive them to other retailers
Figure 6: Shopping behavior when buying children’s clothing, August 2013
Parents enjoy shopping for children’s clothing
Figure 7: Attitudes to children’s clothing and shopping for children’s clothing, August 2013
Poor selection, long lines, crowds frustrate parents when shopping for children’s clothing
Figure 8: Frustrations encountered when shopping for children\'s clothing, August 2013
What we think

Issues and Insights
How big a threat to in-store shopping is online buying?
The issues
The implications
Aligning with parents’ savings strategies
The issues
The implications
The impact of the Hispanic population
The issues
The implications
What frustrations do parents encounter when shopping for children’s clothing?
The issues
The implications

Trend Application
Inspire Trend: Guiding Choice
Inspire Trend: Let’s Make a Deal
Mintel Futures: Old Gold

Market Size and Forecast
Key points
Sales of children’s clothing expected to grow
Figure 9: Total US retail sales of children’s clothing, at current prices, 2008-18
Figure 10: Total US retail sales of children’s clothing, at inflation adjusted prices, 2008-18
Fan chart forecast
Figure 11: Fan chart forecast of total retail sales of children’s clothing, 2008-18

Market Drivers
Key points
Birthrate and number of children in the U.S. likely to impact this market
Figure 12: Fertility rate and number of births, 2002-12
Figure 13: Fertility rate*, by race and Hispanic origin of mother, 2002-12
Population by age and gender, race/Hispanic origin
Figure 14: Population of children under 12, by age and gender, 2008-18
Figure 15: Population of girls aged younger than 6, by race and Hispanic origin, 2008-18
Figure 16: Population of girls aged 6-11, by race and Hispanic origin, 2008-18
Figure 17: Population of boys aged younger than 6, by race and Hispanic origin, 2008-18
Figure 18: Population of boys aged 6-11, by race and Hispanic origin, 2008-18
Hispanics represent opportunity for children’s clothing market
Figure 19: Average household size and average number of adults and children in households, by race and Hispanic origin, 2012
Figure 20: Average annual expenditures on clothing for children, by Hispanic or Latino origin of reference person, 2011
Shifting demographics of parents affect children’s clothing purchases
Figure 21: Births, by age of mother, 2012*
Consumer confidence is a key indicator of spending
Figure 22: Index of consumer sentiment, May 2007-August 2013
Childhood obesity remains a concern
Figure 23: Prevalence of obesity among children aged 2-11, 1971-2010
Cross-channel competition intensifies
Impact of online and mobile shopping
School uniforms
Figure 24: Share of public schools requiring uniforms, selected years 1999-2010

Retailer Overview
Clothing specialists
Abercrombie & Fitch
Carter’s
Gap Inc. (Gap and Old Navy)
Gymboree
H&M
Hanna Andersson
The Children’s Place
Issues and opportunities for clothing specialists
Current retail model and key issues
Opportunities
Department stores
JCPenney
Kohl’s
Lord & Taylor
Macy’s
Nordstrom
Sears
Issues and opportunities for department stores
Current retail model and key issues
Opportunities
Mass merchandisers
Walmart
Target
Kmart
Issues and opportunities for mass merchandisers
Current retail model and key issues
Opportunities
Discount stores
T.J. Maxx and Marshalls
Ross Stores
Burlington Coat Factory
Issues and opportunities for discount stores
Current retail model and key issues
Opportunities
Online-only retailers
Amazon.com
Boden
Zulily
Issues and opportunities for online only
Current retail model and key issues
Opportunities

Innovations and Innovators
J.Crew introduces J.Crew baby
Figure 25: Screen shot of J.Crew Baby, October 2013
JCPenney launches giggleBABY and Disney shops in stores
Figure 26: Screen shot of giggleBABY for JCPenney, October 2013
Figure 27: Disney shop at JCPenney, October 2013
Figure 28: Screen shot of Disney items at jcp.com, October 2013
Diane von Furstenberg creates second collection for GapKids
Figure 29: Diane von Furstenberg explorers collection for GapKids, April 2013
Bersica Futurewear adds technology to clothing

Marketing Strategies
Strategy: Brands you can trust
Figure 30: The Children’s Place TV ad “The Children\'s Place - The Place for Back to School,” July 2013
Figure 31: Carter’s TV ad “Count on Carter’s,” November 2012
Strategy: Exclusive offerings
Figure 32: “Joe Fresh Kids New at JCPenney”, August 2013
Figure 33: “GapKids 2013 Collection by Diane von Furstenberg,” April 2013
Strategy: Focus on price and promotions
Figure 34: GapKids email ad, September 2013
Figure 35: Old Navy email ad, October 2013
Figure 36: Carter’s BOGO email ad, October 2013
Figure 37: Carter’s Friends and Family email ad, September 2013
Strategy: Cause marketing
Figure 38: Carter’s Pajama Program email ad, October 2013
Figure 39: Screen shot of H&M’s All for Children collection, October 2013

Children’s Clothing Purchases
Key points
Buying children’s clothing is more common than gifts/hand-me-downs
Figure 40: Acquisition of children’s clothing, bought or received hand-me-downs/gifts, by age of child for boys vs. girls, August 2013
Purchase of clothing for boys
Figure 41: Purchase of clothing for boys, by age of child, by gender and age, August 2013
Figure 42: Purchase of clothing for boys, by age of child, by household income, August 2013
Purchase of clothing for girls
Figure 43: Purchase of clothing for girls, by age of child, by gender and age, August 2013

Types of Retailers Shopped for Children’s Clothing
Key points
Mass merchandisers, value department stores main choices for children’s clothing (both in-store and online)
Figure 44: Types of retailers shopped for children\'s clothing, in-store vs. online, August 2013
Types of retailers shopped – In-store
Men choose channels providing greater customer service
Figure 45: Types of retailers shopped for children\'s clothing (in-store), by gender, August 2013
Younger parents likely to shop at discount stores, warehouse clubs for children’s clothing
Figure 46: Types of retailers shopped for children\'s clothing (in-store), by age, August 2013
Higher-income parents choose value department stores for clothes shopping
Figure 47: Types of retailers shopped for children\'s clothing (in-store), by household income, August 2013
Types of retailers shopped – Online
Moms and dads choose different online retailers for children’s clothing
Figure 48: Types of retailers shopped for children\'s clothing (online), by gender, August 2013
Younger parents shop at a variety of online retailers for children’s clothing
Figure 49: Types of retailers shopped for children\'s clothing (online), by age, August 2013
Parents with lower incomes less likely to shop online
Figure 50: Types of retailers shopped for children\'s clothing (online), by household income, August 2013

When Children’s Clothing is Purchased
Key points
Parents buy clothes throughout the year, when children grow out of current sizes
Figure 51: When children\'s clothing is purchased, August 2013
Dads tend to buy for back-to-school, moms shop as needed
Figure 52: When children\'s clothing is purchased, by gender, August 2013
Older parents shop for back-to-school, young parents buy as seasons change
Figure 53: When children\'s clothing is purchased, by age, August 2013
Lower-income households more likely to buy clothing when children ask
Figure 54: When children\'s clothing is purchased, by household income, August 2013

Shopping Behavior when Buying Children’s Clothing
Key points
Most loyal to certain stores but sales will drive parents to other stores
Figure 55: Shopping behavior when buying children’s clothing, August 2013
Moms and dads both savvy – look for savings in different ways
Figure 56: Shopping behavior when buying children’s clothing, by gender, August 2013
Younger parents more likely to browse, buy clothing online
Figure 57: Shopping behavior when buying children’s clothing, by age, August 2013
Lower-income parents less likely to wait for sales, use coupons
Figure 58: Shopping behavior when buying children’s clothing, by household income, August 2013

Attitudes to Children’s Clothing and Shopping for Children’s Clothing
Key points
Parents enjoy shopping for children’s clothing
Figure 59: Attitudes to children’s clothing and shopping for children’s clothing, August 2013
Moms struggle with size inconsistency, dads ask others where to shop
Figure 60: Attitudes to children’s clothing and shopping for children’s clothing, by gender, August 2013
Young parents seek and give advice on where to shop for children’s clothing
Figure 61: Attitudes to children’s clothing and shopping for children’s clothing, by age, August 2013
Grandparents help out lower-income parents by buying grandchildren’s clothes
Figure 62: Attitudes to children’s clothing and shopping for children’s clothing, by household income, August 2013

Frustrations Encountered When Shopping for Children’s Clothing
Key points
Poor selection, long lines, and crowds frustrate parents when shopping for children’s clothing
Figure 63: Frustrations encountered when shopping for children\'s clothing, August 2013
Dads don’t like long lines at checkout when shopping for kids’ clothes
Figure 64: Frustrations encountered when shopping for children\'s clothing, by gender, August 2013
Personal shoppers can help parents receive one-on-one assistance
Figure 65: Frustrations encountered when shopping for children\'s clothing, by age, August 2013
Parents of all income levels dissatisfied with selection of children’s clothing
Figure 66: Frustrations encountered when shopping for children\'s clothing, by household income, August 2013

Children’s Attitudes to Clothing and Clothes Shopping
Key points
6-11-year-olds like to receive clothes and gift cards to clothing retailers as gifts
Figure 67: Children’s attitudes to clothing and clothes shopping, August 2013
Gender stereotypes confirmed by girls’ and boys’ interest in clothes
Figure 68: Children’s attitudes to clothing and clothes shopping, by gender, August 2013
Older girls ditching the parents when clothes shopping
Figure 69: Children’s attitudes to clothing and clothes shopping, by gender and age, August 2013
Walmart and Target favored by boys and girls for clothes
Figure 70: Children’s favorite stores and stores visited in last month, by gender and age, May 2012-June 2013
Black children prefer a variety of stores for clothes shopping
Figure 71: Children’s favorite stores and stores visited in last month, by race/Hispanic origin, May 2012-June 2013
Girls are interested in fashion and style
Figure 72: Children’s attitudes toward fashion, by gender and age, May 2012-June 2013

Race and Hispanic Origin
Key points
Non-Hispanics choose specialty stores, Hispanics and Blacks prefer discount stores for children’s clothing
Figure 73: Types of retailers shopped for children\'s clothing (in-store), by race/Hispanic origin, August 2013
Parents of all races/Hispanic origin shopping online for children’s clothes
Figure 74: Types of retailers shopped for children\'s clothing (online), by race/Hispanic origin, August 2013
Hispanics and Whites buy children’s clothing throughout the year
Figure 75: When children\'s clothing is purchased, by race/Hispanic origin, August 2013
White parents wait for sales, Black parents compare prices
Figure 76: Shopping behavior when buying children’s clothing, by race/Hispanic origin, August 2013
Blacks and Hispanics enjoy shopping for their children’s clothing
Figure 77: Attitudes to children’s clothing and shopping for children’s clothing, by race/Hispanic origin, August 2013
Adding in-store amenities can help alleviate parents’ frustrations
Figure 78: Frustrations encountered when shopping for children\'s clothing, by race/Hispanic origin, August 2013
Black children seek the latest clothing styles
Figure 79: Children’s attitudes toward fashion, by race/Hispanic origin, May 2012-June 2013

Appendix – Other Useful Consumer Tables
Purchase of clothing for boys
Figure 80: Purchase of clothing for boys, by age of child, by marital status, August 2013
Figure 81: Purchase of clothing for boys, by age of child, by race/Hispanic origin, August 2013
Figure 82: Purchase of clothing for boys, by age of child, by generations, August 2013
Purchase of clothing for girls
Figure 83: Purchase of clothing for girls, by age of child, by marital status, August 2013
Figure 84: Purchase of clothing for girls, by age of child, by race/Hispanic origin, August 2013
Figure 85: Purchase of clothing for girls, by age of child, by generations, August 2013
Types of retailers shopped – In-store
Figure 86: Types of retailers shopped for children\'s clothing (in-store), by marital status, August 2013
Figure 87: Types of retailers shopped for children\'s clothing (in-store), by generations, August 2013
Types of retailers shopped – Online
Figure 88: Types of retailers shopped for children\'s clothing (online), by marital status, August 2013
Figure 89: Types of retailers shopped for children\'s clothing (online), by generations, August 2013
Purchase of clothing for boys by Types of retailers shopped
Figure 90: Purchase of clothing for boys, by age of child, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013
Figure 91: Purchase of clothing for boys, by age of child, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013 (continued)
Figure 92: Purchase of clothing for boys, by age of child, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013 (continued)
Purchase of clothing for girls by types of retailers shopped
Figure 93: Purchase of clothing for girls, by age of child, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013
Figure 94: Purchase of clothing for girls, by age of child, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013 (continued)
Figure 95: Purchase of clothing for girls, by age of child, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013 (continued)
When children’s clothing is purchased
Figure 96: When children\'s clothing is purchased, by marital status, August 2013
Figure 97: When children\'s clothing is purchased, by generations, August 2013
Figure 98: Purchase of clothing for boys, by age of child, by when children\'s clothing is purchased, August 2013
Figure 99: Purchase of clothing for girls, by age of child, by when children\'s clothing is purchased, August 2013 (continued)
Shopping behavior when buying children’s clothing
Figure 100: Shopping behavior when buying children’s clothing, by marital status, August 2013
Figure 101: Shopping behavior when buying children’s clothing, by generations, August 2013
Figure 102: Purchase of clothing for boys, by age of child, by shopping behavior when buying children’s clothing, August 2013
Figure 103: Purchase of clothing for boys, by age of child, by shopping behavior when buying children’s clothing, August 2013 (continued)
Figure 104: Purchase of clothing for girls, by age of child, by shopping behavior when buying children’s clothing, August 2013
Figure 105: Purchase of clothing for girls, by age of child, by shopping behavior when buying children’s clothing, August 2013 (continued)
Attitudes to children’s clothing and shopping for children’s clothing
Figure 106: Attitudes to children’s clothing and shopping for children’s clothing, by marital status, August 2013
Figure 107: Attitudes to children’s clothing and shopping for children’s clothing, by generations, August 2013
Frustrations encountered when shopping for children’s clothing
Figure 108: Frustrations encountered when shopping for children\'s clothing, by marital status, August 2013
Figure 109: Frustrations encountered when shopping for children\'s clothing, by generations, August 2013
Figure 110: Frustrations encountered when shopping for children\'s clothing, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013
Figure 111: Frustrations encountered when shopping for children\'s clothing, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013 (continued)
Figure 112: Frustrations encountered when shopping for children\'s clothing, by types of retailers shopped for children\'s clothing (either in-store or online), August 2013 (continued)
Children’s attitudes to clothing and clothes shopping
Figure 113: Children’s attitudes to clothing and clothes shopping, by race/Hispanic origin, August 2013

Appendix – Trade Associations

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