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Children's Clothing - US - February 2017

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Industry could use a boost
            • Figure 1: Total US sales and fan chart forecast of children’s clothing, at current prices, 2011-21
            • Figure 2: Percentage change over prior year for US sales of children’s clothing at current prices and birthrates, 2011-14
          • Companies need to get the basics right
            • Figure 3: Top five shopping frustrations, October 2016
          • Department stores face more competition
            • Figure 4: Select retailers shopped, October 2016
          • The opportunities
            • Consider family targeting approach
              • Figure 5: Role of children and other shopping preferences, by gender, October 2016
            • Help parents understand what’s in style
              • Figure 6: Attitudes toward style, by gender, race, and Hispanic origin, October 2016
            • Alternative channels poised for growth
              • Figure 7: Attitudes and behaviors regarding alternative channels, by household income, October 2016
            • What it means
            • The Market – What You Need to Know

              • Sales tick slowly upward
                • Nearly half of sales for girls’ clothing
                  • Under 12 population grows, but minimally
                    • Modern day families look different than yesteryear’s
                      • Clothing market at large is soft
                      • Market Size and Forecast

                        • Moderate sales expected for the next few years
                          • Figure 8: Total US sales and fan chart forecast of children’s clothing, at current prices, 2011-21
                          • Figure 9: Total US sales and forecast of children’s clothing, at current prices, 2011-21
                      • Market Breakdown

                        • Girls’ clothing accounts for the most sales
                          • Figure 10: Total estimated US retail sales and forecast of children’s clothing, by segment, at current prices, 2011-21
                          • Figure 11: Total estimated percentage of US retail sales of children’s clothing, by segment, at current prices, 2016
                        • Active sportswear remains an opportunity
                          • Figure 12: Percentage of girls’ clothing expenditures by type, 2015
                      • Market Factors

                        • Population of kids grows slightly as multicultural composition expands
                          • Figure 13: Boys and girls population by age group, 2012-22
                          • Figure 14: Percentage change of population, age 11 and under, by race and Hispanic origin, 2012-17
                        • Millennials are now parents
                          • Birthrates may be turning around
                            • Figure 15: Number of births by year, 2006-15
                          • Households with children are declining
                            • Figure 16: Percentage of households, by presence of related children, 2006-16
                          • Changes in parenting dynamics have impact
                            • Delayed childbirth
                              • More single parents
                                • Figure 17: Percentage of parents with children under age 18 in the household, by living arrangement, 2016
                                • Figure 18: Living arrangements of children under age 18, by race and Hispanic origin, 2016
                              • Obesity lingers as a major issue
                                • Incomes improve for family households
                                  • Figure 19: Median household income of families with related children, in inflation-adjusted dollars, 2004-14
                                • Other macroeconomic factors are also positive
                                  • Clothing market at large sees softness
                                  • Key Players – What You Need to Know

                                    • New brand launches suggest market vitality
                                      • Sector remains highly promotional
                                        • Remember the basics while creating some news
                                          • Let kids be kids
                                          • What’s Working?

                                            • 2016 saw a few new launches indicating strength in the market, but sector remains highly promotional
                                              • Figure 20: Carter’s, email ads, December 2016
                                              • Figure 21: The Children’s Place, email ad for PLACE cash, December 2016
                                              • Figure 22: Target, direct mail catalog pages for Cat & Jack, August 2016
                                              • Figure 23: Old Navy, email ad for “Instant Happy” sweepstakes, November 2016
                                              • Figure 24: Zulily, mobile ad (left) and online ad (right), November and March 2016
                                          • What’s Struggling?

                                            • Parents are frustrated by lack of sizes, variety, and quality
                                              • Figure 25: Shopping frustrations, October 2016
                                            • Some retailers continue to face challenges
                                            • What’s Next?

                                              • Pink and blue are for girls and boys
                                                • Gender-neutral clothing becoming a more common theme
                                                    • Figure 26: Attitudes toward gender-neutral kids’ clothing, by generation, October 2016
                                                  • Is there opportunity for the luxury market in childrenswear?
                                                    • New customer service models
                                                    • The Consumer – What You Need to Know

                                                      • Wardrobe staples rank on top as sleepwear emerges
                                                        • Pre-owned marketplace on fire
                                                          • Most parents shop at mass merchandisers, department stores, or specialty clothing stores
                                                            • Parents want their kids to be cute and stylish
                                                              • Subscription services not an immediate threat
                                                              • Items Purchased

                                                                  • Everyday wear items like T-shirts and jeans rank on top
                                                                    • Figure 27: Items purchased, October 2016
                                                                  • Welcome to the pajama party
                                                                    • Figure 28: Items purchased for girls, by age, October 2016
                                                                    • Figure 29: Items purchased for boys, by age, October 2016
                                                                • Method of Acquiring

                                                                    • Pre-owned clothing more popular for younger children
                                                                      • Figure 30: Method of acquiring, October 2016
                                                                    • Acquirement method mainly impacted by age of child, number of children, and household income
                                                                      • Age of child
                                                                        • Figure 31: Method of acquiring, by age of child, October 2016
                                                                        • Figure 32: Method of acquiring, by gender of child, October 2016
                                                                      • Number of children
                                                                        • Figure 33: Method of acquiring, by number of children under 18 in the household, October 2016
                                                                      • Household income
                                                                        • Figure 34: Method of acquiring, by household income, October 2016
                                                                      • Resale marketplace continues to thrive
                                                                        • Parents’ thoughts on pre-owned kids’ clothing
                                                                          • Open-minded
                                                                            • Skeptics
                                                                            • Retailers Shopped

                                                                                • Mass merchandisers and department stores are parents’ preferred places to shop . . . for now
                                                                                    • Figure 35: Retailers shopped, October 2016
                                                                                    • Figure 36: Opinions regarding in-store vs online shopping, by generation and gender, October 2016
                                                                                  • Age of child influences choice of store(s)
                                                                                    • Figure 37: Retailers shopped, by age of child, October 2016
                                                                                  • Generational differences play a role as well
                                                                                    • Figure 38: Top retailers shopped, by generation and Hispanic Millennials, October 2016
                                                                                  • In their words
                                                                                    • Favorite stores and brands
                                                                                      • Boycotted stores/brands
                                                                                      • Shopping Process

                                                                                          • Nearly half of moms are loyal to a few favorite stores
                                                                                            • Figure 39: Shopping behaviors related to where to shop, by generation and gender, October 2016
                                                                                          • Always seeking deals, even at the point of purchase
                                                                                            • Figure 40: Shopping behaviors related to seeking value, by generation and gender, October 2016
                                                                                          • Parents shop year-round for clothes
                                                                                            • Figure 41: When clothes are purchased, by generation and gender, October 2016
                                                                                          • In their words
                                                                                            • Planned approach
                                                                                              • Impulse approach
                                                                                                • Combo approach
                                                                                                • Shopping Attitudes and Behaviors

                                                                                                    • Why pay a lot when they will just outgrow the clothes?
                                                                                                        • Figure 42: Attitudes toward price, by household income, October 2016
                                                                                                      • Price – In their words
                                                                                                        • “Dressing the part” is important, especially for Blacks and Asian parents
                                                                                                          • Figure 43: Attitudes toward style, by gender, race, and Hispanic origin, October 2016
                                                                                                        • Style – In their words
                                                                                                          • Important
                                                                                                            • Not that important
                                                                                                              • Subscription services not a big market, but interest improves
                                                                                                                • Figure 44: Interest in subscription services, by key demographics, October 2016
                                                                                                              • Parents share advice with each other
                                                                                                              • Character and Celebrity Influence

                                                                                                                  • Kids want to emulate their favorite characters
                                                                                                                    • Figure 45: Purchase behaviors regarding character and celebrity influence, by gender and age, October 2016
                                                                                                                    • Figure 46: Popular characters, November 2015
                                                                                                                  • I see, you see, we all see emoji
                                                                                                                    • Parents on character clothing
                                                                                                                    • Children’s Influence and Involvement

                                                                                                                        • Dual-pronged targeting strategy warranted
                                                                                                                          • Figure 47: Role of children in shopping process, by generation and gender, October 2016
                                                                                                                        • In their words
                                                                                                                          • What do kids think?
                                                                                                                            • Figure 48: Children’s attitudes toward fashion – Agree, April 2015-June 2016
                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                          • Data sources
                                                                                                                            • Sales data
                                                                                                                              • Fan chart forecast
                                                                                                                                • Consumer survey data
                                                                                                                                  • Consumer qualitative research
                                                                                                                                    • Direct marketing creative
                                                                                                                                      • Abbreviations and terms
                                                                                                                                        • Abbreviations
                                                                                                                                          • Terms
                                                                                                                                          • Appendix – Market

                                                                                                                                            • Sales data
                                                                                                                                              • Figure 49: Total US sales forecast of children’s clothing, at inflation-adjusted prices, 2011-21
                                                                                                                                              • Figure 50: Total estimated US retail sales forecast of infant/toddler clothing, at current prices, 2011-21
                                                                                                                                              • Figure 51: Total estimated US sales forecast of infant/toddler clothing, at inflation-adjusted prices, 2011-21
                                                                                                                                              • Figure 52: Total estimated US sales forecast of boys’ clothing, at current prices, 2011-21
                                                                                                                                              • Figure 53: Total estimated US sales forecast of boys’ clothing, at inflation-adjusted prices, 2011-21
                                                                                                                                              • Figure 54: Total estimated US retail sales forecast of girls’ clothing, at current prices, 2011-21
                                                                                                                                              • Figure 55: Total estimated US sales forecast of girls’ clothing, at inflation-adjusted prices, 2011-21
                                                                                                                                              • Figure 56: Total estimated US retail sales of children’s clothing, by segment, at current prices, 2014 and 2016
                                                                                                                                              • Figure 57: Percentage of boys’ clothing expenditures by type, 2015
                                                                                                                                              • Figure 58: Percentage of infants’ clothing expenditures by type, 2015
                                                                                                                                            • Other market factors
                                                                                                                                              • Figure 59: Population by age, 2012-22
                                                                                                                                              • Figure 60: Distribution of population, by age and race/Hispanic origin, 2016
                                                                                                                                              • Figure 61: Population by race and Hispanic origin, 2012-22
                                                                                                                                              • Figure 62: Population by generation, 2012-22
                                                                                                                                              • Figure 63: Estimated annual expenditures on clothing by married-couple families, by household income group and age group of child, overall US, 2015
                                                                                                                                              • Figure 64: Estimated annual expenditures on clothing by single-parent families, by household income group and age group of child, overall US, 2015
                                                                                                                                              • Figure 65: Annual births and fertility rate, 2003-14
                                                                                                                                              • Figure 66: Births and fertility rates, by race and Hispanic origin, 2003-14
                                                                                                                                              • Figure 67: Households, by presence and ages of own children, 2016
                                                                                                                                              • Figure 68: Percentage of births to unmarried women, 2000-14
                                                                                                                                              • Figure 69: Percentage of youth with overweight or obese BMI, by age, gender and race/Hispanic origin, 2011-2012
                                                                                                                                              • Figure 70: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
                                                                                                                                              • Figure 71: Consumer confidence and unemployment, 2000-16*
                                                                                                                                              • Figure 72: US gasoline and diesel retail prices, 2007-16
                                                                                                                                              • Figure 73: GDP change from previous period, Q1 2007-Q3 2016
                                                                                                                                              • Figure 74: Disposable Personal Income change from previous period, 2007-October 2016
                                                                                                                                              • Figure 75: Percentage of public schools requiring students to wear uniforms, by school level, 1999-00 – 2013-14 academic year
                                                                                                                                              • Figure 76: Percentage of private schools requiring students to wear uniforms, by school level, 2003-04 – 2011-12 academic year
                                                                                                                                          • Appendix – Key Players

                                                                                                                                              • Figure 77: Carter’s, email ad for Let it Sparkle sweepstakes, December 2016
                                                                                                                                              • Figure 78: The Children’s Place, email ad for My Place rewards, December 2016
                                                                                                                                              • Figure 79: Old Navy, email ad, December 2016
                                                                                                                                          • Appendix – Consumer

                                                                                                                                              • Figure 80: Purchase incidence for children’s clothing, footwear, any accessories, April 2015-June 2016
                                                                                                                                              • Figure 81: Age of child that clothing, accessories, or footwear was purchased for, April 2015-June 2016
                                                                                                                                              • Figure 82: Mean amount spent per item, by age of child, April 2015-June 2016
                                                                                                                                              • Figure 83: Select stores shopped in past month, April 2015-June 2016
                                                                                                                                              • Figure 84: Select favorite stores among kids 6-11, April 2015-June 2016
                                                                                                                                              • Figure 85: How often kids 6-11 get to shop at their favorite stores, April 2015-June 2016
                                                                                                                                              • Figure 86: Popular characters for children, by age of children in household, August 2015
                                                                                                                                              • Figure 87: Percentage of kids 6-11 that receive an allowance, April 2015-June 2016
                                                                                                                                              • Figure 88: Source of income other than allowance, April 2015-June 2016
                                                                                                                                              • Figure 89: Weekly amount earned through allowance/jobs, April 2015-June 2016
                                                                                                                                              • Figure 90: What own money is spent on, April 2015-June 2016

                                                                                                                                          Companies Covered

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                                                                                                                                          Children's Clothing - US - February 2017

                                                                                                                                          US $3,995.00 (Excl.Tax)