Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Childrenswear - UK - November 2013

“Babywear has lent the market some resilience and as well as benefiting from the recent baby boom, it has been more protected from the economic downturn due to the strong gifting market. Boyswear has seen the slowest growth, and the sector has struggled due to a move away from dressing children top-to-toe in brands, with parents tending to mix and match brands with cheaper clothes and due to general disinterest from boys in shopping for clothes and choosing what they wear.”

– Tamara Sender, Senior Fashion Analyst

Some questions answered in this report include:

  • How has the childrenswear market performed?
  • What changes have we seen in where people buy their childrenswear from?
  • How have different sectors within childrenswear performed?
  • How can specialist childrenswear retailers fight back and encourage customers to trade up?
  • What are the opportunities for engaging children more in the shopping process?

Growth in the childrenswear market in 2013 has been driven by a rising birth rate and an infantswear sector that has been protected from the economic climate due to the strength of gifting within the market. The continued dominance of supermarkets and the focus on low prices, however, has hindered value growth in the sector and meant that children’s clothing underperformed the overall clothing market.

Specialist childrenswear retailers and independents have struggled. The economic downturn has resulted in consumers trading down from branded independents to clothing multiples. Mid-market high street chains stocking childrenswear, such as H&M and Zara, have done well as consumers look to dress their children in affordable fashion-led clothes. Next has grabbed share as it has begun stocking branded childrenswear online, focusing on sportswear brands such as Converse and Vans. The sports-meets-fashion trend has been particularly popular in the kidswear market as there has been a growing tendency for children to wear sportswear around the house and as leisurewear.

For the purpose of this report, the market size for childrenswear incorporates all clothing for children aged 0-14 years, including schoolwear. Baby and infantswear relates specifically to clothing for children up to the age of four and includes bibs, but excludes nappies and disposable nappies.

Footwear is not included in this report, unless otherwise stated. Some children reach full adult sizes before they reach the top of this age range, and will shop in outlets that cater for fully-grown men and women, rather than for children per se. The market sizes do not include this spending, as it is already included in data for womenswear and menswear. However, discussions of outlets used for shopping include outlets that sell adult sizes to children.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Figure 1: Best and worst case forecast UK sales of childrenswear, 2008-18
          • Market factors
            • Baby boom drives sales of infantswear
              • Shift towards older wealthier families
                • Rising childhood obesity
                  • Companies, brands and innovation
                    • Supermarkets grow share
                      • More fashion retailers enter kidswear market
                        • The consumer
                          • Where adults buy childrenswear
                            • Figure 2: Outlets from where children’s clothing or babywear bought in the last 12 months, by in-store and online, September 2013
                          • Half of parents are mid-spenders
                            • Figure 3: Amount spent on childrenswear in the last 12 months, September 2013
                          • What childrenswear buyers look for
                            • Figure 4: What childrenswear buyers look for, September 2013
                          • Parents’ attitudes towards buying childrenswear
                            • Figure 5: Attitudes towards buying childrenswear/babywear, September 2013
                          • Parent’s attitudes towards schoolwear
                            • Figure 6: Attitudes towards buying schoolwear, September 2013
                          • How children get new clothes
                            • Figure 7: How children aged 10-14 get new clothes, by age group and gender, September 2013
                          • Children’s attitudes towards shopping for clothes
                            • Figure 8: Children’s attitudes towards shopping for clothes, September 2013
                          • What children look for when choosing clothes
                            • Figure 9: What children look for when choosing clothes, September 2013
                          • What we think
                          • Issues and Insights

                              • The childrenswear market has seen growth, but it is a value-driven market
                                • The facts
                                  • The implications
                                    • Supermarkets are growing their influence
                                      • The facts
                                        • Implications
                                          • While infantswear has seen the strongest growth, boyswear has struggled
                                            • The facts
                                              • The implications
                                                • How can specialist childrenswear retailers fight back and encourage customers to trade up?
                                                  • The facts
                                                    • The implications
                                                      • What are the opportunities for engaging children more in the shopping process?
                                                        • The facts
                                                          • The implications
                                                          • Trend Applications

                                                              • Trend: Make it Mine
                                                                • Trend: Life Hacking
                                                                  • Mintel Futures Trend: Human
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Kids look to recommendations from friends
                                                                        • Figure 10: Who or what influences children most when thinking about buying clothes and accessories, March 2013
                                                                      • Parents are the first resort when kids want to buy
                                                                        • Figure 11: What children do if they see a product they like, March 2013
                                                                      • Almost half like trying new brands
                                                                        • Figure 12: Attitudes towards shopping, March 2013
                                                                      • Social networks used
                                                                        • Figure 13: Social networks visited, April 2012
                                                                      • 10% growth in primary school age children
                                                                        • Figure 14: Growth rate of the UK child population by age group, 2008-13
                                                                      • Current baby boom forecast to slow
                                                                        • Figure 15: Total number of live births in the UK, 2003-12
                                                                      • Shift towards older wealthier families
                                                                        • Figure 16: Trends in the mean age of mothers at birth of their first child, England and Wales, 2000-2011
                                                                      • Childhood obesity
                                                                        • Standardised children’s clothes sizes
                                                                          • Economy
                                                                          • Strengths and Weaknesses in the Market

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating

                                                                                • Key points
                                                                                  • Expanding into childrenswear
                                                                                    • Collaborations
                                                                                      • New collections
                                                                                        • Collections celebrating the Royal Baby
                                                                                          • New childrenswear retail concepts
                                                                                            • Turning childrenswear into a lifestyle brand
                                                                                              • New campaigns
                                                                                                • Technology
                                                                                                • Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Childrenswear grows by 3.8% in 2013
                                                                                                      • Figure 17: Best and worst case forecast UK sales of childrenswear, 2008-18
                                                                                                    • Baby boom helps infantswear
                                                                                                      • Figure 18: UK sales of childrenswear by sector, 2008-13
                                                                                                    • The future
                                                                                                      • Market to rise 16% between 2013 and 2018
                                                                                                        • Figure 19: UK sales of childrenswear at current prices, 2008-18
                                                                                                      • Factors used in the forecast
                                                                                                      • Space Allocation Summary

                                                                                                        • Allocation by Women, Men and Children
                                                                                                          • Figure 20: Space allocation for women’s, men’s and childrenswear, September 2013
                                                                                                        • Space allocations: detailed estimates
                                                                                                          • Figure 21: Clothing retailers, detailed space allocation estimates for childrenswear, September 2013
                                                                                                          • Figure 22: Non-specialist clothing retailers, detailed space allocation estimates for childrenswear, September 2013
                                                                                                      • Retail Product Mix

                                                                                                          • Figure 23: Estimated sales by children’s products, for clothing retailers, 2012/13
                                                                                                          • Figure 24: Estimated sales by children’s products, for non-specialist clothing retailers, 2012/13
                                                                                                        • Estimated sales densities
                                                                                                          • Figure 25: Estimated sales density by children’s products, for specialist clothing retailers, 2012/13
                                                                                                          • Figure 26: Estimated sales density by children’s products, for non-specialist clothing retailers, 2012/13
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Supermarkets and clothing specialists gain ground
                                                                                                            • Figure 27: UK sales of childrenswear, % share by outlet type, 2012
                                                                                                        • Companies and Products

                                                                                                          • Specialist retailers
                                                                                                            • Mothercare Plc
                                                                                                                • Figure 28: Financial performance of Mothercare Plc, 2012 and 2013
                                                                                                              • Supermarkets
                                                                                                                • Tesco
                                                                                                                  • Asda
                                                                                                                    • Sainsbury’s
                                                                                                                      • Mid-market high street retailers:
                                                                                                                        • H&M (Hennes & Mauritz)
                                                                                                                          • New Look
                                                                                                                            • Gap
                                                                                                                              • Monsoon
                                                                                                                                • Marks & Spencer
                                                                                                                                  • Value retailers
                                                                                                                                    • Primark
                                                                                                                                      • Matalan
                                                                                                                                        • Department stores
                                                                                                                                          • Debenhams
                                                                                                                                            • John Lewis
                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                              • Key points
                                                                                                                                                • Adspend on kidswear rose by 6% in 2012
                                                                                                                                                  • Figure 30: Main monitored advertising expenditure on childrenswear vs. total clothing advertising, 2009-13
                                                                                                                                                • Supermarkets spend the most on ads
                                                                                                                                                  • Figure 31: Main monitored advertising expenditure on childrenswear, by top 15 advertisers, 2012
                                                                                                                                                • H&M unveils ad in collaboration with UNICEF
                                                                                                                                                  • Burberry uses Beckham’s son
                                                                                                                                                  • The Consumer – Where Adults Buy Childrenswear

                                                                                                                                                    • Key points
                                                                                                                                                      • What we asked
                                                                                                                                                          • Figure 32: Outlets from where children’s clothing or babywear bought in the last 12 months in-store and online, September 2013
                                                                                                                                                        • Supermarkets lead
                                                                                                                                                          • Figure 33: Demographics who have bought children’s clothing or babywear from Asda, Tesco and other supermarkets in the last 12 months in-store and online, September 2013
                                                                                                                                                        • Primark
                                                                                                                                                          • M&S loses share to Next
                                                                                                                                                            • Figure 34: Demographics who have bought children’s clothing or babywear from M&S and Next in the last 12 months in-store and online, September 2013
                                                                                                                                                          • Sports retailers grow in popularity
                                                                                                                                                            • Mothercare declines in popularity
                                                                                                                                                              • In-store/online split
                                                                                                                                                                • Figure 35: Outlets from where children’s clothing or babywear bought in the last 12 months, by in-store and online, September 2013
                                                                                                                                                            • The Consumer – How Much They Spend on Childrenswear

                                                                                                                                                              • Key points
                                                                                                                                                                • What we asked
                                                                                                                                                                  • Half of parents are mid spenders
                                                                                                                                                                    • Figure 36: Amount spent on childrenswear in the last 12 months, September 2013
                                                                                                                                                                  • Parents of kids aged 0-4 tend to be low spenders
                                                                                                                                                                    • Figure 37: Amount spent on childrenswear in the last 12 months, by presence of children, September 2013
                                                                                                                                                                  • How much they spend by where they shop
                                                                                                                                                                    • Figure 38: Amount spent on childrenswear in the last 12 months, by where they buy childrenswear, September 2013
                                                                                                                                                                • The Consumer – What Childrenswear Buyers Look For

                                                                                                                                                                  • Key points
                                                                                                                                                                    • What we asked
                                                                                                                                                                        • Figure 39: What childrenswear buyers look for, September 2013
                                                                                                                                                                      • Low price is a priority
                                                                                                                                                                        • Comfort is the most important
                                                                                                                                                                          • Fashionable clothing
                                                                                                                                                                            • Parents of 0-4s like clothes with TV characters
                                                                                                                                                                              • Parents with babies look for natural materials
                                                                                                                                                                                • Royal baby has little long-term influence on kidswear market
                                                                                                                                                                                  • Further insight
                                                                                                                                                                                  • The Consumer – Parent’s Attitudes towards Buying Childrenswear

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • What we asked
                                                                                                                                                                                          • Figure 40: Attitudes towards buying childrenswear/babywear, September 2013
                                                                                                                                                                                        • Issues with sizing
                                                                                                                                                                                          • In a value-driven market supermarkets stand out
                                                                                                                                                                                            • Second-hand clothes
                                                                                                                                                                                              • Branded clothes
                                                                                                                                                                                                • Unisex clothes
                                                                                                                                                                                                  • Seasonality
                                                                                                                                                                                                    • Shopping online
                                                                                                                                                                                                    • The Consumer – Parent’s Attitudes towards Schoolwear

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • What we asked
                                                                                                                                                                                                            • Figure 41: Attitudes towards buying schoolwear, September 2013
                                                                                                                                                                                                          • Primary school parents most value focused
                                                                                                                                                                                                            • Secondary school parents buy from specialists
                                                                                                                                                                                                              • A third of primary school parents buy new uniform every year
                                                                                                                                                                                                                  • Figure 42: Attitudes towards buying schoolwear, by presence of children, September 2013
                                                                                                                                                                                                                • Demand for larger sizes
                                                                                                                                                                                                                • The Consumer – How Children Get New Clothes

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • What we asked
                                                                                                                                                                                                                      • Parents choose clothes for 7-9s
                                                                                                                                                                                                                        • Figure 43: How children aged 7-9 get new clothes, September 2013
                                                                                                                                                                                                                      • What we asked
                                                                                                                                                                                                                        • Majority of 10-14s choose own clothes
                                                                                                                                                                                                                          • Figure 44: How children aged 10-14 get new clothes, September 2013
                                                                                                                                                                                                                        • Age and gender are key factors
                                                                                                                                                                                                                          • Figure 45: How children aged 10-14 get new clothes, by age group and gender, September 2013
                                                                                                                                                                                                                        • What we asked
                                                                                                                                                                                                                          • 10-14s mostly shop with parents
                                                                                                                                                                                                                            • Figure 46: Who children go shopping for clothes with, September 2013
                                                                                                                                                                                                                        • The Consumer – Children’s Attitudes towards Shopping for Clothes

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • What we asked
                                                                                                                                                                                                                                • Figure 47: Children’s attitudes towards shopping for clothes, September 2013
                                                                                                                                                                                                                              • Most kids like shopping with parents, since they are paying
                                                                                                                                                                                                                                • 13s and 14s choose where they shop
                                                                                                                                                                                                                                  • Girls are more interested in clothes
                                                                                                                                                                                                                                    • Searching online for fashion ideas
                                                                                                                                                                                                                                    • The Consumer - What Children Look for When Choosing Clothes

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • What we asked
                                                                                                                                                                                                                                            • Figure 48: What children look for when choosing clothes, September 2013
                                                                                                                                                                                                                                          • Interest in fashion trends rise with age
                                                                                                                                                                                                                                            • Older children look for brands they like
                                                                                                                                                                                                                                              • Influence of friends
                                                                                                                                                                                                                                                • Both parents and kids look for comfort
                                                                                                                                                                                                                                                • The Consumer – Target Groups

                                                                                                                                                                                                                                                      • Figure 49: Childrenswear target groups, September 2013
                                                                                                                                                                                                                                                    • Low spenders (27%)
                                                                                                                                                                                                                                                      • Price focused shoppers (37%)
                                                                                                                                                                                                                                                        • Sell and swappers (19%)
                                                                                                                                                                                                                                                          • One eye on fashion (16%)
                                                                                                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                              • Figure 50: Best and worst case forecast UK sales of childrenswear, 2013-18
                                                                                                                                                                                                                                                          • Appendix – The Consumer – Where Adults Buy Childrenswear

                                                                                                                                                                                                                                                              • Figure 51: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 52: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 53: Other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 54: Least popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 55: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 56: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 57: Other outlets from where children’s clothing or babywear bought in the last 12 months – In-store, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 58: Most popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 59: Next most popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 60: Other outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 61: Least popular outlets from where children’s clothing or babywear bought in the last 12 months – Online, by demographics, September 2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – How Much They Spend on Childrenswear

                                                                                                                                                                                                                                                              • Figure 62: Most popular amount spent on childrenswear in the last 12 months, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 63: Next most popular amount spent on childrenswear in the last 12 months, by demographics, September°2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – What Childrenswear Buyers Look For

                                                                                                                                                                                                                                                              • Figure 64: Most popular what childrenswear buyers look for, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 65: Next most popular what childrenswear buyers look for, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 66: Other what childrenswear buyers look for, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 67: What childrenswear buyers look for, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
                                                                                                                                                                                                                                                              • Figure 68: What childrenswear buyers look for, by other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – Parent’s Attitudes towards Buying Childrenswear

                                                                                                                                                                                                                                                              • Figure 69: Agreement with the statement ‘There are huge inconsistencies in children’s clothes sizes between retailers/brands’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 70: Agreement with the statement ‘Children grow so fast it is difficult to buy clothes in advance of the season’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 71: Agreement with the statement ‘Supermarkets are the most affordable places to buy childrenswear’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 72: Agreement with the statement ‘Hand-me-downs or second-hand clothes are a great way of spending less on childrenswear’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 73: Agreement with the statement ‘Children grow so fast it is not worth spending a lot of money on their clothes’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 74: Agreement with the statement ‘Children’s clothes should not mirror adult fashion’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 75: Agreement with the statement ‘Unseasonal weather makes buying children’s clothes difficult’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 76: Agreement with the statement ‘I prefer to buy new clothes rather than second-hand clothes for my children’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 77: Agreement with the statement ‘Shopping for childrenswear online is more convenient than buying in-store’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 78: Agreement with the statement ‘Children’s clothes should be more unisex and less gender specific’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 79: Agreement with the statement ‘It is worth paying more for well-known branded children’s clothes’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 80: Agreement with the statement ‘Parenting blogs/online websites are a good way of finding the best places to shop for childrenswear’, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 81: Attitudes towards buying childrenswear/babywear, by most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
                                                                                                                                                                                                                                                              • Figure 82: Attitudes towards buying childrenswear/babywear, by next most popular outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
                                                                                                                                                                                                                                                              • Figure 83: Attitudes towards buying childrenswear/babywear, by other outlets from where children’s clothing or babywear bought in the last 12 months – In-store/online, September 2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – Parent’s Attitudes towards Schoolwear

                                                                                                                                                                                                                                                              • Figure 84: Most popular attitudes towards buying schoolwear, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 85: Next most popular attitudes towards buying schoolwear, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 86: Other attitudes towards buying schoolwear, by demographics, September 2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – How Children Get New Clothes

                                                                                                                                                                                                                                                              • Figure 87: How children get new clothes, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 88: How children get new clothes, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 89: Who children go shopping for clothes with, by demographics, September 2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer - Children’s Attitudes towards Shopping for Clothes

                                                                                                                                                                                                                                                              • Figure 90: Most popular children's attitudes towards shopping for clothes, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 91: Next most popular children's attitudes towards shopping for clothes, by demographics, September°2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – What Children Look For When Choosing Clothes

                                                                                                                                                                                                                                                              • Figure 92: Most popular what children look for when choosing clothing, by demographics, September 2013
                                                                                                                                                                                                                                                              • Figure 93: Next most popular what children look for when choosing clothing, by demographics, September 2013
                                                                                                                                                                                                                                                          • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                                              • Figure 94: Outlets from where children’s clothing or babywear bought in the last 12 months, by target groups, September 2013
                                                                                                                                                                                                                                                              • Figure 95: Amount spent on childrenswear in the last 12 months, by target groups, September 2013
                                                                                                                                                                                                                                                              • Figure 96: What childrenswear buyers look for, by target groups, September 2013
                                                                                                                                                                                                                                                              • Figure 97: Attitudes towards buying childrenswear/babywear, by target groups, September 2013

                                                                                                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                                                                                                          Childrenswear - UK - November 2013

                                                                                                                                                                                                                                                          US $2,478.79 (Excl.Tax)