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Childrenswear - UK - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Apparel

No. of Pages : 103 Pages

While fashion is not the main priority for parents, almost half of girls aged 7-14 worry about whether their clothes look fashionable. Given that young girls prefer to shop with their parents, as they get older they are likely to exert an influence over where they shop and what clothes they buy, providing opportunities for more fashion-led retailers that also focus on value.
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Figure 1: Best and worst case forecast UK sales of childrenswear, 2009-19
Market factors
Birth rate slows
Figure 2: Total number of live births in the UK, 2004-13
Older mothers
Childhood obesity
Companies, brands and innovation
The consumer
Where adults buy childrenswear
Figure 3: Where consumers have bought children’s clothing or babywear in-store and online in the last 12 months, September 2014
Who childrenswear has been purchased for
Figure 4: Who clothing was bought for and age of child, September 2014
Most important factors when purchasing
Figure 5: Most important factors when buying babywear and childrenswear, September 2014
Parents’ and grandparents’ attitudes towards buying childrenswear
Figure 6: Attitudes towards shopping for babywear and childrenswear, September 2014
Parents’ attitudes towards buying schoolwear
Figure 7: Attitudes towards buying schoolwear, September 2014
Children’s concerns when choosing clothes
Figure 8: Children’s concerns when choosing what clothes to wear, September 2014
Who children prefer to shop with in-store
Figure 9: Who children prefer to shop for clothes with in-store, September 2014
Children’s attitudes towards shopping for clothes
Figure 10: Children’s attitudes towards shopping for clothes, September 2014
What we think

Issues and Insights

How has the childrenswear market performed over the last year?
The facts
The implications
Which players have performed the best?
The facts
The implications
What are people’s priorities when buying children’s clothing?
The facts
The implications
What are the opportunities for growth in the sector?
The facts
The implications

Trend Applications

Trend: Life an Informal Affair
Trend: Experience is All
Mintel Futures Trend: Access Anything Anywhere

Market Drivers

Key points
A third of girls spend their money on clothes
Figure 11: How pocket money is spent by children and teens, by gender, March 2014
Fashion ranks below technology as preferred birthday present
Figure 12: What children and teens want for their birthday, March 2014
Figure 13: Ideal day of children and teens, by gender, March 2014
Use of technology in the home
Figure 14: Technology devices used by children and teens, March 2014
Use of social media
Figure 15: Use of social media and social apps, March 2014
Childhood obesity
Kids aged 10-14 to see most growth
Figure 16: Growth rate of the UK child population by age group, 2009-19
The UK birth rate falls for the first time since 2001
Figure 17: Total number of live births in the UK, 2004-13
Average age of first-time mums rises to 28.3
Figure 18: Trends in the mean age of mothers at birth of their first child, England and Wales, 2001-13
Household sizes falling
Figure 19: UK households, by size, 2009-19

Strengths and Weaknesses in the Market

Strengths
Weaknesses

Who’s Innovating?

Key points
New entrants in the children’s and babies’ clothing market
Improving in-store merchandising
Collaborations
Catering for the schoolwear market

Market Size and Forecast

Key points
Figure 20: Best and worst case forecast UK sales of childrenswear, 2009-19
Figure 21: UK sales of childrenswear, by sector, 2009-14
The future
Childrenswear to grow 15% in value over next five years
Figure 22: UK sales of childrenswear, at current prices, 2009-19
Factors used in the forecast

Channels to Market

Key points
Figure 23: UK sales of childrenswear, % share by outlet type, 2013
Supermarkets dominate
Clothing retailers grow their focus
Specialists struggle to compete
Online grabs share
Other retailers

Space Allocation Summary

Key points
Allocation by men, women and children
Figure 24: General clothing retailers, space allocation by men’s, women’s and childrenswear, October 2014
Space allocations: Detailed estimates
Figure 25: Broad range clothing retailers, detailed space allocation estimates for childrenswear, October 2014
Figure 26: Broad range clothing retailers, detailed space allocation estimates for childrenswear, October 2014
Figure 27: Food retailers, detailed space allocations, October 2014

Retail Product Mix

Key points
Figure 28: Leading clothing retailers, estimated sales by children’s products, 2013
Figure 29: Leading clothing retailers, estimated sales density by children’s products, 2013

Companies and Products

Mothercare Plc
Company overview
Product offering
Financial performance
Figure 30: Financial performance of Mothercare PLC, 2013-14
Recent developments
Advertising and marketing
Tesco
Company overview
Product offering
Recent developments
Advertising and marketing
Asda
Company overview
Product offering
Recent developments
Advertising and marketing
Marks & Spencer
Company overview
Product offering
Recent developments
Advertising and marketing
Next
Company overview
Product offering
Recent developments
Advertising and marketing

Brand Communication and Promotion

Key points
Adspend on childrenswear declined 10.9% in 2013
Figure 31: Main monitored advertising expenditure on childrenswear vs. total clothing advertising, 2010-14
Supermarkets still dominate adspend
Figure 32: Advertising expenditure on childrenswear, by top 15 advertisers, 2010-13
Figure 33: The top five advertisers of childrenswear, 2013
Press and television main channels used
Figure 34: Advertising expenditure on childrenswear, by media type, 2013

The Consumer – Where Adults Buy Childrenswear

Key points
What we asked
Figure 35: Where consumers have bought children’s clothing or babywear in-store and online in the last 12 months, September 2014
Supermarkets lead
Figure 36: Supermarket chains where consumers have bought children’s clothing or babywear in-store in the last 12 months, by age of consumer and socio-economic group, September 2014
Profile of where consumers buy by age and affluence
Figure 37: Profile of where consumers buy babywear and childrenswear in-store and online, September 2014
Where parents with different aged kids shop
Figure 38: where consumers have bought children’s clothing or babywear in-store in the last 12 months, by age of child, September 2014
M&S and Mothercare
Figure 39: Profile of consumers who have bought children’s clothing or babywear in-store from Mothercare and M&S in the last 12 months, by age of consumer and socio-economic group, September 2014
Online buyers peak among parents of 0-3s
Specialists

The Consumer – Who Has Childrenswear Been Purchased For?

Key points
What we asked
Figure 40: Who clothing was bought for and age of child, September 2014
Gifting
Role of grandparents
Parents buy more for older kids
Fathers buy more for older kids than mothers
Figure 41: Who clothing was bought for, by retailers where consumers have purchased baby and children’s clothing in the last 12 months, September 2014

The Consumer – Most Important Factors When Buying Babywear and Childrenswear

Key points
What we asked
Figure 42: Most important factors when buying babywear and childrenswear, September 2014
Quality is key
Low price remains important
Comfort for babies and toddlers
Fashionable kidswear
Clothes that are easy to care for
Ethical childrenswear
Figure 43: Who clothing was bought for by children aged 4-14, by most important factors when buying childrenswear, September 2014
Figure 44: Who clothing was bought for by children aged 0-3, by most important factors when buying childrenswear, September 2014
Grandparents less concerned about low price
Men look for designer brands

The Consumer – Attitudes towards Shopping for Babywear and Childrenswear

Key points
What we asked
Figure 45: Attitudes towards shopping for babywear and childrenswear, September 2014
Issues with sizing
Three in 10 buy children’s and adult clothes together
ABs trade down
Clothing sets
20% have clicked-and-collected

The Consumer – Attitudes towards Buying Schoolwear

Key points
What we asked
Figure 46: Attitudes towards buying schoolwear, September 2014
A third of parents buy schoolwear from supermarkets
Specialists
Figure 47: Attitudes towards buying schoolwear, by primary or secondary aged schoolchildren, September 2014
Shopping online for schoolwear
C1s buy more items in last year
Price less important than quality
Eco uniforms

The Consumer – Children’s Concerns When Choosing What to Wear

Key points
What we asked
Figure 48: Children’s concerns when choosing what clothes to wear, September 2014
Figure 49: Children’s concerns when choosing what clothes to wear, by gender, September 2014
Over-12s interested in fashion
What friends think more important than parent’s reactions
Figure 50: Children’s concerns when choosing what clothes to wear, by age group, September 2014
Boys care what popular kids think

The Consumer – Who Children Prefer to Shop for Clothes with In-store and Online

Key points
What we asked
In-store and online shopping behaviour
Figure 51: Who children prefer to shop for clothes with in-store and online, September 2014
Kids like to shop with parents or siblings
Online shopping behaviour

The Consumer – Children’s Attitudes towards Shopping for Clothes

Key points
What we asked
Figure 52: Children’s attitudes towards shopping for clothes, September 2014
Children enjoy shopping for clothes
Looking online for ideas
Use of social media
Competitions to win clothes

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