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Childrenswear - UK - November 2016

Published By :

Mintel

Published Date : Nov 2016

Category :

Apparel

No. of Pages : N/A

The growing tween and teen population presents opportunities for the sector, particularly for retailers that offer the latest trends in age-appropriate styles because over half of children aged 10-14 want their clothes to be fashionable. Young fashion retailers are in a good position to target this demographic with specific teen collections as these social media-savvy digital natives are influenced by the same fashion images as older teens.

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
Childrenswear to grow by 1% in 2016
Figure 1: Best- and worst-case forecast of UK value sales of childrenswear, 2011-21
Falling birth rate
Figure 2: Total number of live births in the UK, 2005-15
Companies, brands and innovation
Supermarkets expand kidswear ranges
New entrants into the childrenswear market
Adspend on childrenswear rises 18%
The consumer
Supermarkets lead for childrenswear
Figure 3: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, September 2016
Three fifths buy childrenswear as a gift
Figure 4: Who childrenswear or babywear has been purchased for, September 2016
Older shoppers want childrenswear made in Britain
Figure 5: What consumers would like to see improved at their preferred childrenswear retailer, September 2016
Most interest in innovative fabrics
Figure 6: Interest in innovations when buying babywear and childrenswear, September 2016
Supermarkets most popular for schoolwear
Figure 7: Types of retailer schoolwear is purchased from, September 2016
Mothers prioritise price of schoolwear
Figure 8: Most important factors when buying schoolwear, September 2016
Half of tweens and teens look for fashionable clothes
Figure 9: What helps children decide what to buy when shopping for clothes, September 2016
64% like trying on clothes in a store
Figure 10: Attitudes towards shopping for clothes, September 2016
What we think

ISSUES AND INSIGHTS
How has the childrenswear market been performing?
The facts
The implications
What are the opportunities for growth in the sector?
The facts
The implications
How can retailers cater to the growing young teen clothing market?
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Childhood obesity
Tween and teens to grow 12%
Falling birth rate
Shopping is a popular pastime
Social media use
Childrenswear to grow by 1% in 2016
Infantswear grows 22%
Girlswear grows more than boyswear

MARKET DRIVERS
Tweens and teens to grow 12%
Figure 11: Growth rate of the UK population, by age, 2011-16 and 2016-21
Falling birth rate
Figure 12: Total number of live births in the UK, 2005-15
Average age of first-time mums rises to over 30 years old
Figure 13: Trends in the mean age of mothers at birth of their first child, England and Wales, 2000-15
Average household size falls
Figure 14: UK households, by size, 2011-21
Childhood obesity
Figure 15: Overweight and obesity prevalence, by age, England, 2014
What activities kids do
Figure 16: Activities children do at the weekend, May 2016
What pocket money is spent on
Figure 17: How pocket money is spent, May 2016
Social media use
Figure 18: Social media use, May 2016

MARKET SIZE AND FORECAST
Childrenswear to grow by 1% in 2016
Figure 19: Best- and worst-case forecast of UK value sales of childrenswear, 2011-21
Childrenswear to increase 13% by 2021
Figure 20: UK value sales of childrenswear, at current prices, 2011-21
Segmentation
Figure 21: UK value sales of childrenswear, by sector, 2011-16
Forecast methodology
The impact of the EU referendum vote
Figure 22: Alternative market scenarios for the post-Brexit childrenswear market, at current prices, 2016-21
Figure 23: Detailed post-Brexit scenarios for childrenswear market, at current prices, 2016-21
Childrenswear is seeing slowing growth, but not as a result of Brexit
Price rises could impact growth
Childrenswear hard hit in last downturn

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Childrenswear accounts for a third of space
Mothercare collaborates with Julien Macdonald
Focus on new store concepts
Supermarkets expand babywear and kidswear ranges
New entrants into the childrenswear market
Adspend on childrenswear rises 18%

CHANNELS TO MARKET
Supermarkets continue to dominate
Figure 24: UK sales of childrenswear, % share by outlet type, 2015
Clothing retailers
Specialists
Sports stores

SPACE ALLOCATION SUMMARY
Allocation by children, men and women
Figure 25: Specialist and non-specialist clothing retailers’ estimated space allocation, by men’s, women’s and childrenswear, October 2016
Space allocations: detailed estimates
Figure 26: Supermarket chains’ detailed space allocations for childrenswear, October 2016
Figure 27: Broad range clothing retailers’ detailed space allocations for childrenswear, October 2016
Figure 28: Department stores and broad range clothing retailers’ detailed space allocations for childrenswear, October 2016

RETAIL PRODUCT MIX
Figure 29: Leading retailers of childrenswear, estimated sales mix, 2015/16
Figure 30: Leading clothing retailers’ share of clothing sales, by product, 2015/16
Figure 31: Leading retailers of childrenswear, estimated sales density, by children’s products, 2015/16

COMPETITIVE STRATEGIES
Financial outlook
Retail offering and brand positioning
Digital activity
New developments

LAUNCH ACTIVITY AND INNOVATION
Supermarkets expand babywear and kidswear ranges
New entrants into the childrenswear market
Figure 32: BoohooKids Landing Page, October 2016
New store concepts
Collaborations
Figure 33: Ted Baker childrenswear at Debenhams, 2016
Figure 34: H&M childrenswear collaboration with WWF, 2016
Designer childrenswear ranges

ADVERTISING AND MARKETING ACTIVITY
Adspend on childrenswear rises 18%
Figure 35: Main above-the-line, online display and direct mail advertising expenditure on childrenswear versus total clothing advertising, 2012-16
Supermarkets dominate adspend
Figure 36: Total above-the-line, online display and direct mail advertising expenditure on childrenswear, by top 20 advertisers of childrenswear, 2012-16
Figure 37: The top five advertisers of childrenswear, 2015
TV is main channel used
Figure 38: Advertising expenditure on childrenswear, by media type, 2015
Nielsen Ad Intel coverage

THE CONSUMER – WHAT YOU NEED TO KNOW
Supermarkets lead for childrenswear
Primark grows in popularity
Three fifths buy childrenswear as a gift
Older shoppers want childrenswear made in Britain
Shoppers interested in innovative fabrics
Supermarkets most popular for schoolwear
Mothers prioritise price of schoolwear
Half of tweens and teens look for fashionable clothes
64% like trying on clothes in a store
Online is part of shopping for 10-14s

WHERE CHILDRENSWEAR IS PURCHASED
Supermarkets lead for childrenswear
Figure 39: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, September 2016
27% buy online
Figure 40: Retailers from which children’s and/or baby clothing was purchased in the last 12 months, split by in-store and online, September 2016
Primark grows in popularity
Figure 41: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, 2015 and 2016
People buying for 6-12s stick to one retailer
Figure 42: Retailers from which children’s and/or baby clothing was purchased in-store or online in the last 12 months, split by in-store and online, September 2016

WHO HAS CHILDRENSWEAR BEEN PURCHASED FOR?
Three fifths buy childrenswear as a gift
Figure 43: Who childrenswear or babywear has been purchased for, September 2016
Purchasing peaks for kids aged 3-8
Figure 44: Who childrenswear or babywear has been purchased for, September 2016
Most parents shop with kids
Figure 45: Whether or not parents go shopping for childrenswear with their children, September 2016

IMPROVEMENTS DESIRED AT CHILDRENSWEAR RETAILERS
Older shoppers want childrenswear made in Britain
Figure 46: What consumers would like to see improved at their preferred childrenswear retailer, September 2016
Demand for gender-neutral clothing
Figure 47: What consumers would like to see improved at their preferred childrenswear retailer, crossed by who childrenswear has been bought for, September 2016

INTEREST IN INNOVATIONS
Most interest in innovative fabrics
Figure 48: Interest in innovations when buying babywear and childrenswear, September 2016
Entertaining children
Personalised childrenswear

WHERE SCHOOLWEAR IS PURCHASED
Supermarkets most popular for schoolwear
Figure 49: Types of retailer schoolwear is purchased from, September 2016
Loyal back-to-school shoppers

MOST IMPORTANT FACTORS WHEN BUYING SCHOOLWEAR
Mothers prioritise price of schoolwear
Figure 50: Most important factors when buying schoolwear, September 2016
Importance of fit

WHAT CHILDREN LOOK FOR WHEN BUYING CLOTHES
Half of tweens and teens look for fashionable clothes
Figure 51: What helps children decide what to buy when shopping for clothes, September 2016
Importance of brands

CHILDREN’S ATTITUDES WHEN SHOPPING FOR CLOTHES
64% like trying on clothes in a store
Figure 52: Attitudes towards shopping for clothes, September 2016
Online is part of shopping for 10-14s

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 53: Best- and worst-case forecast of UK value sales of childrenswear, 2016-21

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