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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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Table of contents

  1. Issues in the Market

      • Main themes
        • Definition
        • Future Opportunities

            • It’s not a shopping trip: it’s a field trip!
              • It’s a skirt… but so much more!
              • Market in Brief

                • Childrenswear sees modest growth
                  • Who buys childrenswear?
                    • Supermarkets are the clear leaders
                      • Primark less popular, but Peacocks gains
                        • Fewer people shop at baby stores
                          • Caution hangs in the air
                            • Young families shop in less expensive stores
                              • People cut back on childrenswear gifts
                                • Half think childrenswear is overpriced
                                  • Rise in people buying sizes to grow into
                                    • Potential to make shopping more enjoyable
                                      • Children’s clothes too grown up
                                        • Parents put choice and quality above price
                                          • Parents cut back on their own clothes, but not on children’s
                                            • Parents choose where they shop
                                              • The future
                                              • Internal Market Environment

                                                • Key points
                                                  • Young girls want to be fashionable
                                                    • Figure 1: Agreement with statements on fashion and appearance, aged 7-14, by gender, 2010
                                                  • Older kids choose their own clothes
                                                    • Figure 2: Who chooses clothes worn by children, 2008-10
                                                  • Girls are the biggest spenders
                                                    • Figure 3: Money spent on clothing – 11-14-year-olds, by gender, 2010
                                                  • Childhood obesity – the scale of it
                                                    • Figure 4: Proportion of children in England aged 2-15 who are overweight or obese, by gender, 1995-2008
                                                    • Figure 5: projected levels of overweight and obese children in the UK, by age and gender, 2020
                                                  • Impact of deflation
                                                    • Figure 6: Implied price deflator, clothing, quarter on quarter percentage change, Q1 2005-Q3 2010
                                                  • Zero rate VAT kept for childrenswear
                                                    • Crackdown on too sexy kidswear
                                                    • Broader Market Environment

                                                      • Key points
                                                        • Rise in younger kids, but fall in 10-14s
                                                          • Figure 7: trends in the number of children, by age group, 2005-15
                                                        • Number of children per family
                                                          • Figure 8: Trends in number of UK households, by size, 2005-15
                                                        • One parent families
                                                          • Figure 9: Dependent children, by family type, Great Britain, 1972-2007
                                                        • Rise in ABs is good news
                                                          • Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
                                                        • Employment prospects are positive
                                                          • Figure 11: Employment and unemployment, by gender, 2005-15
                                                        • Consumer expenditure uncertain
                                                          • Figure 12: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                      • Strengths and Weaknesses in the Market

                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Designers go miniature
                                                              • High street focuses on childrenswear
                                                                • Famous mini-me’s
                                                                  • Expanding specialists
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Figure 13: Performance of childrenswear market compared to women’ and men’s outerwear, 2005-10
                                                                    • Womenswear holds up better than childrenswear
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Childrenswear sees modest growth
                                                                          • Figure 14: UK retail value sales of childrenswear, at current and constant prices, 2005-15
                                                                        • Infantswear outperforms girls and boyswear
                                                                          • Figure 15: UK retail sales of childrenswear, by sector, 2005-15
                                                                        • Schoolwear market suffers fall in sales
                                                                          • Figure 16: UK retail value sales of childrenswear and schoolwear, 2005-15
                                                                          • Figure 17: Forecast sales of childrenswear, at current prices, 2005-15
                                                                        • Forecast methodology
                                                                        • Retail Competitor Analysis/Market share

                                                                          • Key points
                                                                            • Supermarkets, value retailers and clothing multiples grow share
                                                                              • Figure 18: UK retail value sales of childrenswear, % share, by outlet type, 2005-10
                                                                            • Next retains the lead
                                                                              • Figure 19: UK retail value sales of childrenswear, % share, by retailer, 2005-10
                                                                              • Figure 20: leading childrenswear retailers, key data, January 2011
                                                                          • Retailer Profiles

                                                                            • Major players
                                                                              • H&M
                                                                                  • Figure 21: H&M (Hennes & Mauritz): UK financial performance, 2008-09
                                                                                • New Look
                                                                                    • Figure 22: New Look Group Plc: group financial performance, 2009-10
                                                                                  • Mothercare
                                                                                      • Figure 23: Mothercare plc: group financial performance, 2009-10
                                                                                    • Matalan
                                                                                        • Figure 24: Matalan Ltd: group financial performance, 2009-10
                                                                                      • Primark
                                                                                          • Figure 25: Primark Stores Ltd: group financial performance, 2008-09
                                                                                        • babyGap and GapKids
                                                                                            • Figure 26: Gap (Europe): group financial performance, 2009-10
                                                                                          • Next Group
                                                                                              • Figure 27: Next Group: Group financial performance, 2009-10
                                                                                            • Sainsbury’s
                                                                                                • Figure 28: Sainsbury’s Supermarkets, financial performance, 2009-10
                                                                                              • Marks & Spencer (M&S)
                                                                                                • Debenhams
                                                                                                  • Bhs
                                                                                                    • Asda
                                                                                                      • Tesco
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Childrenswear adspend recovers
                                                                                                            • Figure 29: Main media advertising spend on childrenswear, 2006-10
                                                                                                            • Figure 30: Childrenswear versus total clothing advertising, 2006-10
                                                                                                            • Figure 31: Adspend on childrenswear, by company, 2009
                                                                                                          • Supermarkets main spenders
                                                                                                            • M&S invests heavily
                                                                                                              • Matalan halves spend
                                                                                                                • Designers maintain adspend
                                                                                                                • Consumer – Who Buys Childrenswear

                                                                                                                  • Key points
                                                                                                                      • Figure 32: Children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                      • Figure 33: Children's clothing or babywear bought in the last 12 months by gender, age group and children’s age, November 2010
                                                                                                                    • Women twice as likely to buy childrenswear
                                                                                                                      • Parents with young children most likely to buy
                                                                                                                        • Rise in consumers cutting back in 2010
                                                                                                                        • Consumer – Where Childrenswear is Bought

                                                                                                                          • Key points
                                                                                                                              • Figure 34: Outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                              • Figure 35: Shopper base of leading childrenswear retailers, by age and affluence, November 2010
                                                                                                                            • Supermarkets are the clear leaders
                                                                                                                              • Primark less popular, but Peacocks gains
                                                                                                                                • Fewer people shop at baby stores
                                                                                                                                  • Debenhams draws high spenders
                                                                                                                                      • Figure 36: Type of outlet where children’s clothing or babywear were bought in the last 12 months, 2009-10
                                                                                                                                    • M&S renews focus on childrenswear
                                                                                                                                      • Next popular among 25-44s
                                                                                                                                        • Sports shops attract older consumers
                                                                                                                                          • Internet
                                                                                                                                            • Boom in fashionable kidswear on the high street
                                                                                                                                              • Independents
                                                                                                                                              • Consumer – Shopping Habits in 2010 Compared To 2009

                                                                                                                                                • Key points
                                                                                                                                                    • Figure 37: Childrenswear shopping habits, November 2010
                                                                                                                                                  • Caution hangs in the air
                                                                                                                                                    • Figure 38: Childrenswear shopping habits by socio-economic group and children’s age, November 2010
                                                                                                                                                  • Young families shop in less expensive stores
                                                                                                                                                    • Trading down
                                                                                                                                                      • Increase in use of promotions
                                                                                                                                                        • Figure 39: Childrenswear shopping habits by gender and children’s age, November 2010
                                                                                                                                                      • People cut back on childrenswear
                                                                                                                                                        • ABs have not changed their shopping habits
                                                                                                                                                        • Consumer – Attitudes Towards Buying Childrenswear

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 40: Statements on children’s/baby clothes shopping, November 2010
                                                                                                                                                            • Half think childrenswear is overpriced
                                                                                                                                                              • Figure 41: Statements on children's/baby clothes shopping, by age group socio-economic group and daily internet usage, November 2010
                                                                                                                                                            • Rise in people buying sizes to grow into
                                                                                                                                                              • Potential to make shopping more enjoyable
                                                                                                                                                                • Figure 42: Statements on children's/baby clothes shopping, by gender and children’s age, November 2010
                                                                                                                                                              • Children’s clothes too grown up
                                                                                                                                                                • Young like cartoons, while older kids prefer sports brands
                                                                                                                                                                  • Figure 43: Statements on children's/baby clothes shopping, by age group and children’s age, November 2010
                                                                                                                                                                • Parents with older kids prefer sports brands
                                                                                                                                                                • Consumer – Attitudes Towards Buying Clothes for Their Own Children

                                                                                                                                                                  • Key points
                                                                                                                                                                      • Figure 44: Attitudes towards children’s/baby clothes shopping, November 2010
                                                                                                                                                                    • Parents put choice and quality above price
                                                                                                                                                                      • Parents cut back on their own clothes, but not on children’s
                                                                                                                                                                        • Supermarkets are convenient
                                                                                                                                                                          • Parents choose where they shop
                                                                                                                                                                            • Few rely on hand-me-downs
                                                                                                                                                                            • Consumer – Target Groups

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 45: Statements on children's/baby clothes shopping by target groups, November 2010
                                                                                                                                                                                • Cautious Shopper (18%)
                                                                                                                                                                                  • Apathetic (57%)
                                                                                                                                                                                    • Price Conscious (26%)
                                                                                                                                                                                        • Figure 46: Childrenswear shopping habits, by target groups, November 2010
                                                                                                                                                                                        • Figure 47: Statements on children’s/baby clothes shopping, by target groups, November 2010
                                                                                                                                                                                        • Figure 48: Outlets from where children’s clothing or babywear bought in the last 12 months, by target groups, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Who Buys Childrenswear

                                                                                                                                                                                        • Figure 49: Children’s clothing or babywear bought in last the 12 months, by demographics, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Where Childrenswear is Bought

                                                                                                                                                                                        • Figure 50: Most popular outlets from where children’s clothing or babywear bought in the last 12 months, by demographics, November 2010
                                                                                                                                                                                        • Figure 51: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months, by demographics, November 2010
                                                                                                                                                                                        • Figure 52: Other outlets from where children’s clothing or babywear bought in the last 12 months, by demographics, November 2010
                                                                                                                                                                                        • Figure 53: Childrenswear shopping habits, by most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 54: Childrenswear shopping habits, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 55: Childrenswear shopping habits, by other outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Shopping Habits in 2010 Compared To 2009

                                                                                                                                                                                        • Figure 56: Most popular childrenswear shopping habits, by demographics, November 2010
                                                                                                                                                                                        • Figure 57: Next most popular childrenswear shopping habits, by demographics, November 2010
                                                                                                                                                                                        • Figure 58: Childrenswear shopping habits by most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 59: Childrenswear shopping habits, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 60: Childrenswear shopping habits, by other outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 61: Statements on children’s/baby clothes shopping, by most popular shopping habits, November 2010
                                                                                                                                                                                        • Figure 62: Statements on children’s/baby clothes shopping, by next most popular shopping habits, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Buying Childrenswear

                                                                                                                                                                                        • Figure 63: Statements on children’s/baby clothes shopping, by demographics, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Buying Clothes for Their Own Children

                                                                                                                                                                                        • Figure 64: Agreement with statement “Price is the most important factor when I shop for children’s clothes”, by demographics, November 2010
                                                                                                                                                                                        • Figure 65: Agreement with statement “I look for quality clothing that will last”, by demographics, November 2010
                                                                                                                                                                                        • Figure 66: Agreement with statement “I like to shop where there is a wide choice of products/brands”, by demographics, November 2010
                                                                                                                                                                                        • Figure 67: Agreement with statement “Adverts for children’s ranges encourage me to visit a particular store”, by demographics, November 2010
                                                                                                                                                                                        • Figure 68: Agreement with statement “I buy children’s clothes from catalogues”, by demographics, November 2010
                                                                                                                                                                                        • Figure 69: Agreement with statement “I buy children’s clothes when I’m at the supermarket because it is convenient”, by demographics, November 2010
                                                                                                                                                                                        • Figure 70: Agreement with statement “I choose where we shop for my child’s clothes”, by demographics, November 2010
                                                                                                                                                                                        • Figure 71: Agreement with statement “I let my child choose which shops to buy clothes from”, by demographics, November 2010
                                                                                                                                                                                        • Figure 72: Agreement with statement “I usually take my child/children with me when shopping”, by demographics, November 2010
                                                                                                                                                                                        • Figure 73: Agreement with statement “I haven’t cut back on buying clothes for my children, but have for myself”, by demographics, November 2010
                                                                                                                                                                                        • Figure 74: Statements on children’s/baby clothes shopping, by most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 75: Statements on children’s/baby clothes shopping, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 76: Statements on children’s/baby clothes shopping, by other outlets from where children’s clothing or babywear bought in the last 12 months, November 2010
                                                                                                                                                                                        • Figure 77: Statements on children’s/baby clothes shopping, by most popular shopping habits, November 2010
                                                                                                                                                                                        • Figure 78: Statements on children’s/baby clothes shopping, by next most popular shopping habits, November 2010
                                                                                                                                                                                        • Figure 79: Target groups, by demographics, November 2010

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Adams Childrenswear Ltd
                                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                    • Associated British Foods Plc
                                                                                                                                                                                    • Banana Republic
                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                    • Bhs Ltd
                                                                                                                                                                                    • Burberry Group Plc
                                                                                                                                                                                    • Debenhams Total (GTV)
                                                                                                                                                                                    • Dolce & Gabbana
                                                                                                                                                                                    • Elspeth Gibson
                                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                                    • Grupo Inditex
                                                                                                                                                                                    • H&M Hennes & Mauritz
                                                                                                                                                                                    • House of Fraser Plc
                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                    • JD Sports Fashion plc
                                                                                                                                                                                    • Jean Paul Gaultier SA
                                                                                                                                                                                    • John Lewis Plc (department store)
                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                    • Mackays Stores Group Ltd
                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                    • Matalan Ltd
                                                                                                                                                                                    • Monsoon Accessorize Ltd - UK
                                                                                                                                                                                    • Mothercare Plc
                                                                                                                                                                                    • National Childrenswear Association
                                                                                                                                                                                    • New Look Group Plc
                                                                                                                                                                                    • Next Group
                                                                                                                                                                                    • Primark Stores Ltd
                                                                                                                                                                                    • River Island Clothing Co Ltd
                                                                                                                                                                                    • Shop Direct Group
                                                                                                                                                                                    • Stella McCartney
                                                                                                                                                                                    • Ted Baker
                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                    • Topshop
                                                                                                                                                                                    • United Nations Children's Fund (UNICEF)

                                                                                                                                                                                    Childrenswear - UK - January 2011

                                                                                                                                                                                    £1,750.00 (Excl.Tax)