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Childrenswear - UK - November 2014

“While fashion is not the main priority for parents, almost half of girls aged 7-14 worry about whether their clothes look fashionable. Given that young girls prefer to shop with their parents, as they get older they are likely to exert an influence over where they shop and what clothes they buy, providing opportunities for more fashion-led retailers that also focus on value.”
– Tamara Sender, Senior Fashion Analyst

This report answers the following questions:

  • How has the childrenswear market performed over the last year?
  • Which players have performed the best?
  • What are people’s priorities when buying children’s clothing?
  • What are the opportunities for growth in the sector?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best and worst case forecast UK sales of childrenswear, 2009-19
            • Market factors
              • Birth rate slows
                • Figure 2: Total number of live births in the UK, 2004-13
              • Older mothers
                • Childhood obesity
                  • Companies, brands and innovation
                    • The consumer
                      • Where adults buy childrenswear
                        • Figure 3: Where consumers have bought children’s clothing or babywear in-store and online in the last 12 months, September 2014
                      • Who childrenswear has been purchased for
                        • Figure 4: Who clothing was bought for and age of child, September 2014
                      • Most important factors when purchasing
                        • Figure 5: Most important factors when buying babywear and childrenswear, September 2014
                      • Parents’ and grandparents’ attitudes towards buying childrenswear
                        • Figure 6: Attitudes towards shopping for babywear and childrenswear, September 2014
                      • Parents’ attitudes towards buying schoolwear
                        • Figure 7: Attitudes towards buying schoolwear, September 2014
                      • Children’s concerns when choosing clothes
                        • Figure 8: Children’s concerns when choosing what clothes to wear, September 2014
                      • Who children prefer to shop with in-store
                        • Figure 9: Who children prefer to shop for clothes with in-store, September 2014
                      • Children’s attitudes towards shopping for clothes
                        • Figure 10: Children’s attitudes towards shopping for clothes, September 2014
                      • What we think
                      • Issues and Insights

                          • How has the childrenswear market performed over the last year?
                            • The facts
                              • The implications
                                • Which players have performed the best?
                                  • The facts
                                    • The implications
                                      • What are people’s priorities when buying children’s clothing?
                                        • The facts
                                          • The implications
                                            • What are the opportunities for growth in the sector?
                                              • The facts
                                                • The implications
                                                • Trend Applications

                                                    • Trend: Life an Informal Affair
                                                      • Trend: Experience is All
                                                        • Mintel Futures Trend: Access Anything Anywhere
                                                        • Market Drivers

                                                          • Key points
                                                            • A third of girls spend their money on clothes
                                                              • Figure 11: How pocket money is spent by children and teens, by gender, March 2014
                                                            • Fashion ranks below technology as preferred birthday present
                                                              • Figure 12: What children and teens want for their birthday, March 2014
                                                              • Figure 13: Ideal day of children and teens, by gender, March 2014
                                                            • Use of technology in the home
                                                              • Figure 14: Technology devices used by children and teens, March 2014
                                                            • Use of social media
                                                              • Figure 15: Use of social media and social apps, March 2014
                                                            • Childhood obesity
                                                              • Kids aged 10-14 to see most growth
                                                                • Figure 16: Growth rate of the UK child population by age group, 2009-19
                                                              • The UK birth rate falls for the first time since 2001
                                                                • Figure 17: Total number of live births in the UK, 2004-13
                                                              • Average age of first-time mums rises to 28.3
                                                                • Figure 18: Trends in the mean age of mothers at birth of their first child, England and Wales, 2001-13
                                                              • Household sizes falling
                                                                • Figure 19: UK households, by size, 2009-19
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • New entrants in the children’s and babies’ clothing market
                                                                      • Improving in-store merchandising
                                                                        • Collaborations
                                                                          • Catering for the schoolwear market
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Figure 20: Best and worst case forecast UK sales of childrenswear, 2009-19
                                                                              • Figure 21: UK sales of childrenswear, by sector, 2009-14
                                                                            • The future
                                                                              • Childrenswear to grow 15% in value over next five years
                                                                                • Figure 22: UK sales of childrenswear, at current prices, 2009-19
                                                                              • Factors used in the forecast
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Figure 23: UK sales of childrenswear, % share by outlet type, 2013
                                                                                • Supermarkets dominate
                                                                                  • Clothing retailers grow their focus
                                                                                    • Specialists struggle to compete
                                                                                      • Online grabs share
                                                                                        • Other retailers
                                                                                        • Space Allocation Summary

                                                                                          • Key points
                                                                                            • Allocation by men, women and children
                                                                                              • Figure 24: General clothing retailers, space allocation by men’s, women’s and childrenswear, October 2014
                                                                                            • Space allocations: Detailed estimates
                                                                                              • Figure 25: Broad range clothing retailers, detailed space allocation estimates for childrenswear, October 2014
                                                                                              • Figure 26: Broad range clothing retailers, detailed space allocation estimates for childrenswear, October 2014
                                                                                              • Figure 27: Food retailers, detailed space allocations, October 2014
                                                                                          • Retail Product Mix

                                                                                            • Key points
                                                                                                • Figure 28: Leading clothing retailers, estimated sales by children’s products, 2013
                                                                                                • Figure 29: Leading clothing retailers, estimated sales density by children’s products, 2013
                                                                                            • Companies and Products

                                                                                              • Mothercare Plc
                                                                                                • Company overview
                                                                                                  • Product offering
                                                                                                    • Financial performance
                                                                                                      • Figure 30: Financial performance of Mothercare PLC, 2013-14
                                                                                                    • Recent developments
                                                                                                      • Advertising and marketing
                                                                                                        • Tesco
                                                                                                          • Company overview
                                                                                                            • Product offering
                                                                                                              • Recent developments
                                                                                                                • Advertising and marketing
                                                                                                                  • Asda
                                                                                                                    • Company overview
                                                                                                                      • Product offering
                                                                                                                        • Recent developments
                                                                                                                          • Advertising and marketing
                                                                                                                            • Marks & Spencer
                                                                                                                              • Company overview
                                                                                                                                • Product offering
                                                                                                                                  • Recent developments
                                                                                                                                    • Advertising and marketing
                                                                                                                                      • Next
                                                                                                                                        • Company overview
                                                                                                                                          • Product offering
                                                                                                                                            • Recent developments
                                                                                                                                              • Advertising and marketing
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Adspend on childrenswear declined 10.9% in 2013
                                                                                                                                                    • Figure 31: Main monitored advertising expenditure on childrenswear vs. total clothing advertising, 2010-14
                                                                                                                                                  • Supermarkets still dominate adspend
                                                                                                                                                    • Figure 32: Advertising expenditure on childrenswear, by top 15 advertisers, 2010-13
                                                                                                                                                    • Figure 33: The top five advertisers of childrenswear, 2013
                                                                                                                                                  • Press and television main channels used
                                                                                                                                                    • Figure 34: Advertising expenditure on childrenswear, by media type, 2013
                                                                                                                                                • The Consumer – Where Adults Buy Childrenswear

                                                                                                                                                  • Key points
                                                                                                                                                    • What we asked
                                                                                                                                                        • Figure 35: Where consumers have bought children’s clothing or babywear in-store and online in the last 12 months, September 2014
                                                                                                                                                      • Supermarkets lead
                                                                                                                                                          • Figure 36: Supermarket chains where consumers have bought children’s clothing or babywear in-store in the last 12 months, by age of consumer and socio-economic group, September 2014
                                                                                                                                                        • Profile of where consumers buy by age and affluence
                                                                                                                                                          • Figure 37: Profile of where consumers buy babywear and childrenswear in-store and online, September 2014
                                                                                                                                                        • Where parents with different aged kids shop
                                                                                                                                                          • Figure 38: where consumers have bought children’s clothing or babywear in-store in the last 12 months, by age of child, September 2014
                                                                                                                                                        • M&S and Mothercare
                                                                                                                                                          • Figure 39: Profile of consumers who have bought children’s clothing or babywear in-store from Mothercare and M&S in the last 12 months, by age of consumer and socio-economic group, September 2014
                                                                                                                                                        • Online buyers peak among parents of 0-3s
                                                                                                                                                          • Specialists
                                                                                                                                                          • The Consumer – Who Has Childrenswear Been Purchased For?

                                                                                                                                                            • Key points
                                                                                                                                                              • What we asked
                                                                                                                                                                  • Figure 40: Who clothing was bought for and age of child, September 2014
                                                                                                                                                                • Gifting
                                                                                                                                                                  • Role of grandparents
                                                                                                                                                                    • Parents buy more for older kids
                                                                                                                                                                      • Fathers buy more for older kids than mothers
                                                                                                                                                                          • Figure 41: Who clothing was bought for, by retailers where consumers have purchased baby and children’s clothing in the last 12 months, September 2014
                                                                                                                                                                      • The Consumer – Most Important Factors When Buying Babywear and Childrenswear

                                                                                                                                                                        • Key points
                                                                                                                                                                          • What we asked
                                                                                                                                                                              • Figure 42: Most important factors when buying babywear and childrenswear, September 2014
                                                                                                                                                                            • Quality is key
                                                                                                                                                                              • Low price remains important
                                                                                                                                                                                • Comfort for babies and toddlers
                                                                                                                                                                                  • Fashionable kidswear
                                                                                                                                                                                    • Clothes that are easy to care for
                                                                                                                                                                                      • Ethical childrenswear
                                                                                                                                                                                          • Figure 43: Who clothing was bought for by children aged 4-14, by most important factors when buying childrenswear, September 2014
                                                                                                                                                                                          • Figure 44: Who clothing was bought for by children aged 0-3, by most important factors when buying childrenswear, September 2014
                                                                                                                                                                                        • Grandparents less concerned about low price
                                                                                                                                                                                          • Men look for designer brands
                                                                                                                                                                                          • The Consumer – Attitudes towards Shopping for Babywear and Childrenswear

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • What we asked
                                                                                                                                                                                                  • Figure 45: Attitudes towards shopping for babywear and childrenswear, September 2014
                                                                                                                                                                                                • Issues with sizing
                                                                                                                                                                                                  • Three in 10 buy children’s and adult clothes together
                                                                                                                                                                                                    • ABs trade down
                                                                                                                                                                                                      • Clothing sets
                                                                                                                                                                                                        • 20% have clicked-and-collected
                                                                                                                                                                                                        • The Consumer – Attitudes towards Buying Schoolwear

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • What we asked
                                                                                                                                                                                                                • Figure 46: Attitudes towards buying schoolwear, September 2014
                                                                                                                                                                                                              • A third of parents buy schoolwear from supermarkets
                                                                                                                                                                                                                • Specialists
                                                                                                                                                                                                                    • Figure 47: Attitudes towards buying schoolwear, by primary or secondary aged schoolchildren, September 2014
                                                                                                                                                                                                                  • Shopping online for schoolwear
                                                                                                                                                                                                                    • C1s buy more items in last year
                                                                                                                                                                                                                      • Price less important than quality
                                                                                                                                                                                                                        • Eco uniforms
                                                                                                                                                                                                                        • The Consumer – Children’s Concerns When Choosing What to Wear

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • What we asked
                                                                                                                                                                                                                                • Figure 48: Children’s concerns when choosing what clothes to wear, September 2014
                                                                                                                                                                                                                                • Figure 49: Children’s concerns when choosing what clothes to wear, by gender, September 2014
                                                                                                                                                                                                                              • Over-12s interested in fashion
                                                                                                                                                                                                                                • What friends think more important than parent’s reactions
                                                                                                                                                                                                                                    • Figure 50: Children’s concerns when choosing what clothes to wear, by age group, September 2014
                                                                                                                                                                                                                                  • Boys care what popular kids think
                                                                                                                                                                                                                                  • The Consumer – Who Children Prefer to Shop for Clothes with In-store and Online

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • What we asked
                                                                                                                                                                                                                                        • In-store and online shopping behaviour
                                                                                                                                                                                                                                          • Figure 51: Who children prefer to shop for clothes with in-store and online, September 2014
                                                                                                                                                                                                                                        • Kids like to shop with parents or siblings
                                                                                                                                                                                                                                          • Online shopping behaviour
                                                                                                                                                                                                                                          • The Consumer – Children’s Attitudes towards Shopping for Clothes

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • What we asked
                                                                                                                                                                                                                                                  • Figure 52: Children’s attitudes towards shopping for clothes, September 2014
                                                                                                                                                                                                                                                • Children enjoy shopping for clothes
                                                                                                                                                                                                                                                  • Looking online for ideas
                                                                                                                                                                                                                                                    • Use of social media
                                                                                                                                                                                                                                                      • Competitions to win clothes

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Mothercare Plc

                                                                                                                                                                                                                                                      Childrenswear - UK - November 2014

                                                                                                                                                                                                                                                      £1,995.00 (Excl.Tax)