Childrenswear - UK - January 2011
The childrenswear sector enjoyed only modest growth in sales in 2010, driven by a 1.6% rise in newborns and infants. The growing influence of supermarkets and value retailers, however, has depressed the prices of baby and children’s clothing, making it harder for other retailers, particularly independent childrenswear stores, to compete.
- Infantswear has continued to be the best performing sector, boosted by the growing number of newborns and under-5s.
- Supermarkets and value retailers dominate the childrenswear sector and continue to grow their share of the market as other retailers struggle to compete with their low prices.
- Fewer people are shopping at specialist baby stores, with just under a quarter purchasing baby clothes and children’s clothes from these specialist retailers in the 12 months to November 2010 compared to nearly a third in the previous year.
- Consumers appear to have become slightly more cautious throughout 2010 when shopping for children’s or baby clothes, with almost half more likely to wait for sales now.
- Parents with children aged 0-9 are more inclined than those with kids aged 10-15 to shop at less expensive stores now.
- There is potential for retailers to making shopping for childrenswear more pleasurable, as less than half of adults enjoy shopping for children’s clothes.
- Most parents do not rely on hand-me-downs and therefore continue to buy new clothes for their children.
- The lack of projected growth in numbers of newborns between 2010 and 2015 is likely to impact the childrenswear market, as parents with young children aged 0-4 are the most likely to buy new clothes for their kids.
- A host of fashion designers are moving into the childrenswear market and expanding their children’s clothing ranges, including Stella McCartney, Gucci, Paul Smith, Jean Paul Gaultier and Burberry.
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