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Children's Clothing - US - October 2015

"Parents continue to struggle with issues related to sizing and would likely welcome solutions that address this. In-store shopping is preferred over online shopping given that parents often need their children to try on clothes, but online purchasing should become more prevalent in the future."

- Diana Smith, Senior Research Analyst - Retail & Apparel

This report covers the following areas:

  • Tepid sales growth anticipated while birthrates stabilize
  • Children grow too fast
  • Parents stick with their favorite retailers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Tepid sales growth anticipated while birthrates stabilize
            • Figure 1: Total US sales and fan chart forecast of children’s clothing, at current prices, 2010-20
          • Children grow too fast!
            • Figure 2: Attitudes toward children's clothes shopping, by repertoire analysis of retailers shopped, August 2015
          • Parents stick with their favorite retailers
            • Figure 3: Retailers shopped for children’s clothing, August 2015
          • The opportunities
            • Influence the influencers
              • Figure 4: Influencers when shopping for children’s clothing, by generation, August 2015
            • Appeal to shoppers’ sense of style
              • Figure 5: Shopping behaviors and/or attitudes towards children’s clothing, August 2015
            • Consider trade-in or clothes swap programs
              • Figure 6: Consignment/resale store shoppers, by select demographics, August 2015
            • What it means
            • The Market - What you need to know

              • Tepid growth anticipated as birthrates stabilize
                • Girls’ clothing comprises share, but growth to come from infant/toddlers
                  • Childhood obesity still a major issue impacting today’s youth
                  • Market Size and Forecast

                    • Slow and steady sales pace
                      • Figure 7: Total US sales and fan chart forecast of children’s clothing, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of children’s clothing, at current prices, 2010-20
                  • Market Breakdown

                    • Girls’ clothing commands highest share
                      • Figure 9: Total US retail sales and forecast of children's clothing, by segment, at current prices, 2010-20
                      • Figure 10: Total US retail sales and market share of children's clothing, by segment, at current prices, 2013 and 2015
                    • Department stores comprise one third of sales
                      • Figure 11: Total US retail sales of children's clothing, by segment, at current prices, 2012
                    • Active sportswear for girls gaining ground
                      • Figure 12: Percent of girls’ clothing expenditures by type, 2013
                  • Market Factors

                    • Hispanics are a major force
                      • Figure 13: Percentage change of population age 11 and under, by race and Hispanic origin, 2015 vs. 2020
                    • Birthrates show signs of stabilization
                      • Shifts in parenting demographics impact the market
                        • Older moms
                          • Single parents
                            • Figure 14: Children’s living arrangements, by age, 2013
                          • Same-sex couples
                            • Childhood obesity perpetuates sizing issues with clothing
                              • Grandparents are also viable targets
                              • Key Players – What You Need to Know

                                • Retailers lean on value and celebrity influence to appeal to parents and children alike
                                  • Tepid sales pace negatively impacting some players
                                    • Technology and tools can assist with sizing issues while opportunities exist to promote children’s well-being
                                    • What’s Working?

                                      • Retailers focused on creating value; some using celebrities as a key strategy
                                      • What’s Struggling?

                                        • Competitive marketplace leads to store closings
                                        • What’s Next?

                                          • Many unique ways to address issues related to size
                                            • Sizing tools
                                              • Subscription services
                                                • Fitness clothing
                                                • The Consumer – What You Need to Know

                                                  • Most items are purchased instead of received
                                                    • Department stores and mass merchandisers are key destinations
                                                      • Finding clothes that fit can be a challenge
                                                        • Children are influential
                                                        • Method of Acquiring Children’s Clothing and Items Purchased

                                                          • Forty percent of parents received clothing items for their children
                                                            • Figure 15: Method of acquiring children’s clothing, August 2015
                                                          • Household income has little impact on children’s clothing purchases
                                                            • Figure 16: Method of acquiring children’s clothing, by select demographics, August 2015
                                                          • T-shirts and jeans: the everyday uniform
                                                            • Figure 17: Items purchased, August 2015
                                                          • In their words
                                                          • Retailers Shopped

                                                            • Department stores and mass merchandisers preferred
                                                              • Figure 18: Retailers shopped, August 2015
                                                            • Majority of shoppers frequent three to four retailer types
                                                              • Figure 19: Repertoire analysis of retailers shopped, June 2015
                                                            • Resale market – one to watch
                                                              • Figure 20: Consignment/resale store shoppers, by generation, August 2015
                                                            • Shopping can become habitual
                                                              • Figure 21: Shopping behaviors when looking for children's clothing, by hispanic origin, August 2015
                                                            • Curbside services are of interest
                                                              • Figure 22: Shopping behaviors when looking for children's clothing, by generation and by Hispanic origin, August 2015
                                                            • In-store preferred
                                                              • Online preferred
                                                                • No preference
                                                                • CHAID Analysis

                                                                  • Older millennials more likely to shop at specialty stores
                                                                    • Figure 23: CHAID analysis among those who want their children’s clothing to by stylish and trendy, August 2015
                                                                • Frustrations Encountered

                                                                  • Sizing challenges and shipping charges are barriers retailers need to address
                                                                    • Figure 24: Frustrations encountered – any rank, August 2015
                                                                  • The trying on process is trying
                                                                    • Figure 25: Attitudes toward children's clothes shopping, by repertoire analysis of retailers shopped, August 2015
                                                                  • Hispanics value customer service, but are underwhelmed when shopping for children’s clothes
                                                                    • Figure 26: Frustrations encountered when shopping for children's, by Hispanic origin, August 2015 – any rank
                                                                  • In their words
                                                                  • Shopping Behaviors and Attitudes Toward Children’s Clothes Shopping

                                                                    • Sales and other unique promotions can drive potential sales during off-peak periods
                                                                      • Figure 27: When the bulk of children’s clothing is purchased, by gender and parental status, August 2015
                                                                    • Quality is not most important factor
                                                                      • Figure 28: Shopping behaviors and/or attitudes towards children’s clothing, by demographics, August 2015
                                                                    • Purchase drivers: in their words
                                                                      • Most children want to express their individuality through their clothing choices
                                                                        • Figure 29: Children’s attitudes toward fashion, - Agree, April 2014-June 2015
                                                                    • Influencers

                                                                      • Young millennials are influenced and influential
                                                                        • Figure 30: Influencers when shopping for children’s clothing, by generation, August 2015
                                                                        • Figure 31: Influence on other parents, by repertoire analysis of retailers shopped, August 2015
                                                                      • Optimizing social media
                                                                        • In their words
                                                                          • Social media influence
                                                                            • Children’s influence
                                                                            • Shopping Process: In Their Words

                                                                              • Current Process
                                                                                • Ideal Experience
                                                                                  • Do they shop for themselves?
                                                                                    • It’s all about my kids
                                                                                      • I treat myself too
                                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                                        • Total market data
                                                                                                          • Figure 32: Total US retail sales and forecast of children's clothing, at inflation-adjusted prices, 2010-20
                                                                                                        • Market segment data
                                                                                                          • Figure 33: Total US retail sales and forecast of children's clothing, by segment, at current prices, 2010-20
                                                                                                          • Figure 34: Total US retail sales and forecast of infant/toddler clothing, at current prices, 2010-20
                                                                                                          • Figure 35: Total US retail sales and forecast of infant/toddler clothing, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 36: Total US retail sales and forecast of boys' clothing, at current prices, 2010-20
                                                                                                          • Figure 37: Total US sales and forecast of boys’ clothing, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 38: Total US retail sales and forecast of girls' clothing, at current prices, 2010-20
                                                                                                          • Figure 39: Total US retail sales and forecast of girls' clothing, at inflation-adjusted prices, 2010-20
                                                                                                          • Figure 40: Percent of boys’ clothing expenditures by type, 2013
                                                                                                        • Other macroeconomic data
                                                                                                          • Figure 41: Boys and Girls population by age group, 2014-19
                                                                                                          • Figure 42: Population aged 18 or older, by race and Hispanic origin, 2010-20
                                                                                                          • Figure 43: Population age 11 and under, by race and Hispanic origin, 2010-2020
                                                                                                          • Figure 44: Annual births and fertility rate, 2003-13
                                                                                                          • Figure 45: Annual births and fertility rate, 2003-13
                                                                                                          • Figure 46: Annual births and fertility rates, by race and Hispanic origin of mother, 2003-13
                                                                                                          • Figure 47: births, by age of mother, live-birth order, 2013
                                                                                                          • Figure 48: Median household income, by race and Hispanic origin of householder, 2013
                                                                                                          • Figure 49: Household income among same-sex and different-sex couples raising children under age 18, by marital status, March 2015
                                                                                                          • Figure 50: Percentage of youth with overweight or obese bmi, by age, gender and race/hispanic origin, 2011-2012
                                                                                                          • Figure 51: Consumer confidence and unemployment, 2007-August 2015
                                                                                                          • Figure 52: Percentage of public and private schools requiring students to wear uniforms, by school level, 2003-04 - 2011–12 academic year
                                                                                                          • Figure 53: Estimated average annual costs for children's clothing, 2010-2013
                                                                                                      • Appendix – Consumer

                                                                                                        • CHAID Methodology
                                                                                                          • Additional consumer data
                                                                                                            • Figure 54: Children’s top 15 favorite stores, April 2014-June 2015

                                                                                                        Companies Covered

                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                        Children's Clothing - US - October 2015

                                                                                                        £3,199.84 (Excl.Tax)