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Childrenswear - UK - January 2010

  • In 2009, sales of childrenswear made a modest bounceback to £5 billion after falling in 2007 and 2008. The falls in recent years can be attributed to low-cost imports, the growth of low-price supermarkets and discounters, combined with the effects of the recent recession.
  • The concept of value is well engrained in the childrenswear market. Twenty-five million people buy childrenswear from the supermarket – making them the leading outlet type for children’s clothing - 11.5m adults buy from Asda and 9.5m from Tesco. In addition, 8.5m adults buy their children’s schoolwear from supermarkets.
  • Almost 13m people buy childrenswear from high street fashion stores. Next is the leading retailer in terms of value sales (11.5%) and has 8m childrenswear buyers.
  • Because of the recession, almost 11m adults say they wait for the sales to buy childrenswear and 7.5m have traded down to less expensive stores. A significant 8.5m also buy just as replacement purchases. On a more positive note, 4.5m haven’t changed their childrenswear shopping habits at all.
  • Internet shopping is a growth area with Mintel estimating that around 12% of childrenswear sales are made through this channel (an estimated £600 million). Many established retailers now operate online although discounters are noticeably absent. Four million adults buy children’s clothing on the internet.
  • Ten million people enjoy the childrenswear shopping experience and 11m buy children’s clothing as a gift. Gift shopping is particularly important among older people, ie grandparents, although incomes are tight for many in this group.

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Table of contents

  1. Issues in the Market

      • Main themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Less about price, more about value
              • (Feel) the difference
                • Clothing with extra ‘oomph’
                  • Tech-savvy and hip fashion for kids
                    • Ethical Responsibility
                      • Not quite virtual shopping
                      • Market in Brief

                        • Price deflation hits retailers hard
                          • Supermarkets and discounters benefit from a shift towards value...
                            • ...proving popular with those on low incomes in particular
                              • Addressing continuing concerns should offer retailers opportunities
                              • Internal Market Environment

                                • Key points
                                  • Retail environment rocked by the arrival of discounters...
                                    • ...and the impact of low-cost imports
                                      • Figure 1: Implied price deflator, clothing, garments, percentage change, quarter on corresponding quarter of previous year, Q1 2006-Q2 2009
                                    • Value has emerged as the key battleground
                                      • Ethical issues begin to gain momentum
                                        • Online becoming an ever more important channel
                                          • Teenage spending power cannot be underestimated...
                                            • Figure 2: Money spent on clothing – 11-14-year-olds, by gender, 2009
                                          • ...although the current recession appears to be involving parents more in purchasing
                                            • Brands continue to be important within the market
                                              • Issue of obesity set to place new demands on retailers
                                                • Figure 3: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
                                            • Broader Market Environment

                                              • Key points
                                                • Growth in number of newborns set to boost the number of infants and young children
                                                  • Figure 4: Trends in number of children, by age group, 2004-14
                                                • Smaller families becoming the norm...
                                                  • Figure 5: Trends in number of UK households, by size, 2004-14
                                                • ...with one-parent families on the increase
                                                  • Figure 6: Dependent children, by family type, 1997, 2001 and 2006
                                                • Higher levels of employment continue to boost household income
                                                  • Figure 7: Trends in employment and unemployment, by gender, 2004-14
                                                • Clothing prices in freefall
                                                  • Figure 8: UK Consumer Price Index changes, all goods and clothing and footwear, 2001-08
                                                • Economic slowdown impacts adversely on consumer expenditure
                                                  • Figure 9: PDI and consumer expenditure, at current prices, 2004-14
                                              • Competitive Context

                                                • Key points
                                                    • Figure 11: Performance of childrenswear market compared to womenswear and menswear, 2004-09
                                                  • Childrenswear sales also suffer against children’s footwear
                                                    • Figure 12: UK retail sales of childrenswear, children’s footwear and toys, 2004-09
                                                  • Childrenswear performs better than toys
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Online activity becomes smart
                                                          • Supermarkets seek to differentiate clothing from other products
                                                            • Tie-ins to drive sales in difficult areas
                                                              • Adult brands enter new territory
                                                                • Giving shoppers a helping hand
                                                                  • Value shopping moves to another level
                                                                    • Using design to overcome the issue of price
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Deflationary pressures result in falling market value
                                                                          • Figure 13: UK retail value sales of childrenswear, at current and constant 2009 prices, 2004-14
                                                                        • Infantswear sales remain robust
                                                                          • Figure 14: UK retail sales of childrenswear, by sector, 2004-14
                                                                        • Schoolwear market proves more robust
                                                                          • Figure 15: UK retail value sales of schoolwear, 2004-14
                                                                        • Future
                                                                          • Factors used in the forecast
                                                                          • Retail Competitor Analysis/Market Share

                                                                            • Key points
                                                                              • Discounters and supermarkets both make progress
                                                                                • Figure 16: UK retail value sales of childrenswear, percentage share, by outlet type, 2005-09
                                                                              • Value retailers become a mainstream alternative...
                                                                                • ...resulting in childrenswear specialists coming under severe competition
                                                                                  • Traditional retailers refocus their attention towards quality
                                                                                    • Major retail brands increasingly dominate market
                                                                                      • Figure 17: UK retail value sales of childrenswear, percentage share, by named retailer, 2005-09
                                                                                    • Childrenswear supports a large number of retailers
                                                                                      • Figure 18: Leading childrenswear retailers, key data, December 2009
                                                                                  • Companies and Products

                                                                                    • Major players
                                                                                      • Adams Childrenswear
                                                                                        • Bhs
                                                                                            • Figure 19: Bhs Limited, financial performance, 2007 and 2008
                                                                                          • Debenhams
                                                                                              • Figure 20: Debenhams Plc, financial performance, 2008 and 2009
                                                                                            • George at Asda
                                                                                              • Marks & Spencer
                                                                                                  • Figure 21: M&S UK, financial performance, 2008 and 2009
                                                                                                • Matalan
                                                                                                    • Figure 22: Matalan Limited, financial performance, 2008 and 2009
                                                                                                  • Mothercare
                                                                                                      • Figure 23: Mothercare UK, financials, 2008 and 2009
                                                                                                    • Next
                                                                                                        • Figure 24: Next Retail, financials, 2008 and 2009
                                                                                                      • Primark
                                                                                                          • Figure 25: Primark stores, financial performance, 2007 and 2008
                                                                                                        • Tesco
                                                                                                            • Figure 26: Tesco Plc, financial performance, 2008 and 2009
                                                                                                        • Brand Elements

                                                                                                          • Key points
                                                                                                            • Brand map
                                                                                                                • Figure 27: Attitudes towards and visitation of childrenswear retail brands, December 2009
                                                                                                              • Brand qualities of childrenswear retail brands
                                                                                                                • M&S and Mothercare most kid-friendly
                                                                                                                  • Figure 28: Personalities of various childrenswear retail brands, December 2009
                                                                                                                • Experience of childrenswear retail brands
                                                                                                                  • Low prices most popular
                                                                                                                    • Figure 29: Consumer visitation of various childrenswear retail brands, December 2009
                                                                                                                  • Brand consideration for childrenswear retail brands
                                                                                                                    • M&S and Mothercare top of mind
                                                                                                                      • Figure 30: Consideration of various childrenswear retail brands, December 2009
                                                                                                                    • Brand satisfaction for childrenswear retail brands
                                                                                                                      • Top fashion brands best all round
                                                                                                                        • Figure 31: Satisfaction with various childrenswear retail brands, December 2009
                                                                                                                      • Brand commitment to childrenswear retail brands
                                                                                                                        • Like parent, like child
                                                                                                                          • Figure 32: Commitment to various childrenswear retail brands, December 2009
                                                                                                                        • Brand intentions for childrenswear retail brands
                                                                                                                          • George and M&S are first choice
                                                                                                                            • Figure 33: Future usage intentions for various childrenswear retail brands, December 2009
                                                                                                                          • Brand recommendation for childrenswear retail brands
                                                                                                                            • Adult appeal most important
                                                                                                                              • Figure 34: Recommendation of various childrenswear retail brands, December 2009
                                                                                                                            • Mothercare
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 35: Attitudes towards the Mothercare brand, December 2009
                                                                                                                              • Primark
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 36: Attitudes towards the Primark brand, December 2009
                                                                                                                                • George/Asda
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 37: Attitudes towards the George/Asda brand, December 2009
                                                                                                                                  • Gap Kids
                                                                                                                                    • What the consumer thinks
                                                                                                                                      • Figure 38: Attitudes towards the Gap Kids brand, December 2009
                                                                                                                                    • Tesco
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 39: Attitudes towards the Tesco brand, December 2009
                                                                                                                                      • Marks & Spencer
                                                                                                                                        • What the consumer thinks
                                                                                                                                          • Figure 40: Attitudes towards the Marks & Spencer brand, December 2009
                                                                                                                                      • Retailer Advertising and Promotion

                                                                                                                                        • Key points
                                                                                                                                          • Onset of recession appears to dent promotional support
                                                                                                                                            • Figure 41: Main media advertising spend on childrenswear, 2005-09
                                                                                                                                          • Childrenswear losing share of ad support
                                                                                                                                            • Figure 42: Childrenswear versus total clothing advertising, 2005-08
                                                                                                                                          • Short-term campaigns dictate much of the movement in this market
                                                                                                                                            • Grocery outlets and M&S lead the way in the promotion of childrenswear
                                                                                                                                              • Figure 43: Adspend on childrenswear, by company, 2008
                                                                                                                                          • Outlets Where Childrenswear is Bought

                                                                                                                                            • Key points
                                                                                                                                                • Figure 44: Outlets where childrenswear is bought, November 2009
                                                                                                                                              • Supermarkets and value retailers dominate the purchasing scene
                                                                                                                                                  • Figure 45: Type of outlet where childrenswear is bought, November 2009
                                                                                                                                                • Supermarkets and value fashion retailers succeed with lower-income families
                                                                                                                                                  • Figure 46: Shopper base of leading childrenswear retailers, by age and affluence, November 2009
                                                                                                                                                • Traditional clothing stores opt to premiumise their offer
                                                                                                                                                  • Baby stores hold a niche status
                                                                                                                                                    • Figure 47: Index of childrenswear shopper base, by outlet type, by age, November 2009
                                                                                                                                                  • Department stores are positioned towards wealthier shoppers
                                                                                                                                                    • Further analysis of retailer strategies within the childrenswear market
                                                                                                                                                    • Attitudes Towards Buying Childrenswear and Schoolwear

                                                                                                                                                      • Key points
                                                                                                                                                        • Gifting is an important reason to buy childrenswear
                                                                                                                                                          • Figure 48: Attitudes towards shopping for childrenswear, November 2009
                                                                                                                                                        • Those who gift may need help
                                                                                                                                                          • Improving the shopping experience
                                                                                                                                                            • Families under pressure
                                                                                                                                                              • Older children have a greater say in choosing their own clothes
                                                                                                                                                                • Value is uppermost when purchasing schoolwear
                                                                                                                                                                  • Figure 49: Attitudes towards buying schoolwear for children, November 2009
                                                                                                                                                                • Larger families are likely to be focused more on getting a deal
                                                                                                                                                                  • Men are more likely to seek out value
                                                                                                                                                                    • Statements on attitudes towards schoolwear by where consumers shop
                                                                                                                                                                    • Impact of Recession on Childrenswear Shopping

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Recession prompts interest in getting a bargain
                                                                                                                                                                          • Figure 50: Impact of the economic downturn on the children's clothing market, November 2009
                                                                                                                                                                        • Women and young families attracted by sales…
                                                                                                                                                                          • …as well as well as opportunities for downtrading
                                                                                                                                                                            • Value ranges are not popular with everyone…
                                                                                                                                                                              • …although coupons are effective
                                                                                                                                                                                • High earners remain a lucrative market
                                                                                                                                                                                  • Replacement shoppers
                                                                                                                                                                                  • Target Groups

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Figure 51: Target groups for childrenswear, November 2009
                                                                                                                                                                                    • Enthusiasts (16%)
                                                                                                                                                                                      • Gift Purchasers (29%)
                                                                                                                                                                                        • Price Conscious (17%)
                                                                                                                                                                                          • Apathetic (38%)
                                                                                                                                                                                          • Appendix – Internal Market Drivers

                                                                                                                                                                                              • Figure 52: Shopping habits – boys aged 7-10, 2005-09
                                                                                                                                                                                              • Figure 53: Shopping habits – girls aged 7-10, 2005-09
                                                                                                                                                                                              • Figure 54: Shopping habits – boys aged 11-14, 2005-09
                                                                                                                                                                                              • Figure 55: Shopping habits – girls aged 11-14, 2005-09
                                                                                                                                                                                              • Figure 56: Source of income and amount received per week – 7-10-year-olds, by gender, 2009
                                                                                                                                                                                              • Figure 57: Source of income and amount received per week – 11-14-year-olds, by gender, 2009
                                                                                                                                                                                          • Appendix – Broader Market Drivers

                                                                                                                                                                                              • Figure 58: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
                                                                                                                                                                                              • Figure 59: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                                                                                                                                                                              • Figure 60: Trends in the age structure of the UK population, by gender, 2004-14
                                                                                                                                                                                          • Appendix – The Consumer – Outlets Where Childrenswear is Bought

                                                                                                                                                                                              • Figure 61: Most popular outlet type used to buy childrenswear, by demographics, November 2009
                                                                                                                                                                                              • Figure 62: Most popular outlets used to buy childrenswear, by demographics, November 2009 (continued)
                                                                                                                                                                                              • Figure 63: Other outlets used to buy childrenswear, by demographics, November 2009 (continued)
                                                                                                                                                                                              • Figure 64: Least popular outlets used to buy childrenswear, by demographics, November 2009 (continued)
                                                                                                                                                                                          • Appendix – The Consumer – Attitudes towards Buying Childrenswear and Schoolwear

                                                                                                                                                                                            • Childrenswear
                                                                                                                                                                                              • Figure 65: Most popular attitudes towards childrenswear shopping, by demographics, November 2009
                                                                                                                                                                                              • Figure 66: Next most popular attitudes towards childrenswear shopping, by demographics, November 2009 (continued)
                                                                                                                                                                                              • Figure 67: Outlets used to buy childrenswear, by most popular attitudes towards childrenswear shopping, November 2009
                                                                                                                                                                                              • Figure 68: Outlets used to buy childrenswear, by next most popular attitudes towards childrenswear shopping, November 2009 (continued)
                                                                                                                                                                                            • Schoolwear
                                                                                                                                                                                              • Figure 69: Most popular attitudes towards buying schoolwear for children, by demographics, November 2009
                                                                                                                                                                                              • Figure 70: Next most popular attitudes towards buying schoolwear for children, by demographics, November 2009 (continued)
                                                                                                                                                                                              • Figure 71: Outlets used to buy childrenswear, by most popular attitudes towards buying schoolwear for children, November 2009
                                                                                                                                                                                              • Figure 72: Outlets used to buy childrenswear, by next most popular attitudes towards buying schoolwear for children, November 2009 (continued)
                                                                                                                                                                                          • Appendix – The Consumer – Impact of Recession on Childrenswear Shopping

                                                                                                                                                                                              • Figure 73: Agreement with most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, by demographics, November 2009
                                                                                                                                                                                              • Figure 74: Agreement with next most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, by demographics, November 2009 (continued)
                                                                                                                                                                                              • Figure 75: Outlets used to buy childrenswear, by agreement with most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, November 2009
                                                                                                                                                                                              • Figure 76: Outlets used to buy childrenswear, by agreement with next most popular attitudinal statements on the impact of the economic downturn on the children's clothing market, November 2009 (continued)
                                                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                                                              • Figure 77: Target groups, by demographics, November 2009
                                                                                                                                                                                              • Figure 78: Attitudes towards childrenswear shopping, by target groups, November 2009
                                                                                                                                                                                              • Figure 79: Outlets used to buy childrenswear, by target groups, November 2009
                                                                                                                                                                                              • Figure 80: Agreement with attitudinal statements on the impact of the economic downturn on the children's clothing market, by target groups, November 2009
                                                                                                                                                                                              • Figure 81: Attitudes towards buying schoolwear for children, by target groups, November 2009

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                          • Alliance Boots
                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                          • Bhs Ltd
                                                                                                                                                                                          • Burberry Group Plc
                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                          • Debenhams Total (GTV)
                                                                                                                                                                                          • Department of Health
                                                                                                                                                                                          • Dolce & Gabbana
                                                                                                                                                                                          • Dorothy Perkins old
                                                                                                                                                                                          • Freemans Plc
                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                          • Grupo Inditex
                                                                                                                                                                                          • H&M Hennes & Mauritz
                                                                                                                                                                                          • House of Fraser Plc
                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                          • John Lewis Plc (department store)
                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                          • Mackays Stores Group Ltd
                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                          • Matalan Ltd
                                                                                                                                                                                          • Mothercare Plc
                                                                                                                                                                                          • Next Group
                                                                                                                                                                                          • Peacocks
                                                                                                                                                                                          • Primark Stores Ltd
                                                                                                                                                                                          • Quiksilver, Inc.
                                                                                                                                                                                          • Ralph Lauren Ltd
                                                                                                                                                                                          • River Island Clothing Co Ltd
                                                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                                                          • Ted Baker
                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                          • Topman old
                                                                                                                                                                                          • Topshop old
                                                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                                          Childrenswear - UK - January 2010

                                                                                                                                                                                          £1,995.00 (Excl.Tax)