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.
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