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Maternitywear - UK - January 2013

“Growth in the maternitywear market has, despite the rising birth rate, remained stunted as a result of the uncertain economic climate, with mothers cautious about spending too much on themselves when faced with the cost implications of having a baby. Women are buying fewer items of specific maternity clothing and are delaying purchases.”

– Tamara Sender, Senior Clothing Analyst

Some questions answered in this report include:

  • How far into their pregnancy do women start buying maternity clothes?
  • How price-conscious are pregnant women about spending money on clothes for themselves?
  • Who are the main players in the maternitywear market?
  • What are the main challenges the specialist maternitywear market faces?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst- case forecast spending on maternitywear, at current prices, 2007-17
            • Market environment
              • Birth rate is slowing in longer term but increasing in short term
                • Figure 2: Number of births, UK, 2006-16
              • Ageing mothers
                • Figure 3: Mean age of mother at live birth, UK, 2000-11
              • Rise in foreign mothers
                • Attitudes towards the environment
                  • Female obesity rises
                    • Growing numbers of females aged 25-34
                      • UK female employment
                        • Companies, brands and innovation
                          • Market share
                            • Who’s innovating?
                              • The consumer
                                • Where women buy maternitywear
                                  • Figure 4: Outlets where maternity clothing has been purchased, November 2012
                                • Impact of age on buying maternitywear
                                  • Figure 5: Outlets where maternity clothing has been purchased, by age, November 2012
                                • Where affluent mothers shop
                                  • Older mums buy specific maternitywear, while younger mix and match
                                    • Figure 6: Attitudes towards buying clothes to wear during pregnancy, November 2012
                                  • Women leaving it till later to buy
                                    • Figure 7: Agreement with statement ‘I only bought maternity clothes at the later stages of my pregnancy’, by age and socio-economic group, November 2012
                                  • Buying for work and special occasions are priorities
                                    • Price is the main factor when buying maternitywear
                                      • Figure 8: Further attitudes towards buying and shopping for maternity clothes, November 2012
                                    • Older mothers place most importance on quality
                                      • Figure 9: Agreement with statement ‘I mainly bought good quality maternity’, by age and socio-economic group, November 2012
                                    • Women look for versatile maternitywear
                                      • Lack of choice in-store remains an issue
                                        • Trying on for fit
                                          • The struggle to find stylish maternitywear
                                            • What we think
                                            • Issues in the Market

                                                • How far into their pregnancy do women start buying maternity clothes?
                                                  • How price-conscious are pregnant women about spending money on clothes for themselves?
                                                    • Who are the main players in the maternitywear market?
                                                      • What are the main challenges the specialist maternitywear market faces?
                                                      • Trend Applications

                                                          • Trend: The Unfairer Sex
                                                            • Trend: Moral Brands
                                                              • 2015 Trend: Access Anything, Anywhere
                                                              • Market Environment

                                                                • Key points
                                                                  • Birth rate is slowing in longer term but increasing in short term
                                                                    • Figure 10: Number of births, UK, 2006-16
                                                                  • Fertility rates plateau
                                                                    • Figure 11: Total fertility rate, UK, 2000-11
                                                                  • Ageing mothers
                                                                    • Figure 12: Mean age of mother at live birth, UK, 2000-11
                                                                    • Figure 13: Live births per 1,000 women in the UK, by age, 2000-11
                                                                  • Rise in foreign mothers
                                                                    • Rise in initial breastfeeding rate
                                                                      • Figure 14: Initial breastfeeding rate, UK, 2005/06-2011/12
                                                                    • Attitudes towards clothing and fashion
                                                                      • Figure 15: Personal appearance statements, by women expecting to give birth and women not expecting to give birth in the next 12 months, 2012
                                                                    • Attitudes towards the environment
                                                                      • Figure 16: Environment statements, by women expecting to give birth and women not expecting to give birth in the next 12 months, 2012
                                                                    • Female obesity rises
                                                                      • Figure 17: Trends in obesity, by gender, 2006-11
                                                                    • Mums prioritise spending on children over themselves
                                                                      • Figure 18: Categories where spending was switched to cheaper alternatives for parents over the past year, August 2012
                                                                    • Growing numbers of females aged 25-34
                                                                      • Figure 19: Trends in UK female population, by age, 2007-17
                                                                    • UK female employment
                                                                      • Figure 20: Trends in UK workforce and female employment, 2007-17
                                                                    • Socio-economic groups
                                                                      • Figure 21: Forecast growth of the UK population, by socio-economic group, 2007-12 and 2012-17
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Supermarkets compete with baby and maternity ranges
                                                                            • Improved high street maternity ranges
                                                                              • New online maternitywear launches
                                                                                • Celebrity maternitywear ranges
                                                                                  • Maternity and nursing underwear
                                                                                    • Pregnancy advice
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Maternity market sees slow growth
                                                                                          • Figure 22: UK retail value sales of maternitywear, at current and constant prices, 2007-17
                                                                                        • The future
                                                                                          • Figure 23: Best- and worst- case forecast spending on maternitywear, at current prices, 2007-17
                                                                                        • Factors used in this forecast
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Maternity sales by sector
                                                                                              • Figure 24: UK retail sales of maternity outerwear and underwear, 2007-17
                                                                                            • Maternity underwear
                                                                                              • Maternity bras
                                                                                                • Maternity outerwear
                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • Share analysis
                                                                                                      • Figure 25: Brand shares in the UK maternity market, by value, 2009 and 11
                                                                                                  • Companies and Products

                                                                                                    • Mothercare
                                                                                                      • Company overview
                                                                                                        • Retail offering
                                                                                                          • Financial performance
                                                                                                            • Figure 26: Mothercare UK, financials, 2011 and 2012
                                                                                                          • Advertising
                                                                                                            • Strategic evaluation
                                                                                                              • Mamas & Papas
                                                                                                                • Company overview
                                                                                                                  • Retail offering
                                                                                                                    • Financial performance
                                                                                                                      • Figure 27: Mamas & Papas, financials, 2010 and 2011
                                                                                                                    • Advertising
                                                                                                                      • Strategic evaluation
                                                                                                                        • Isabella Oliver
                                                                                                                          • Company overview
                                                                                                                            • Financial performance
                                                                                                                              • Figure 28: Isabella Oliver, financials, 2010 and 2011
                                                                                                                            • Retail offering
                                                                                                                              • Advertising
                                                                                                                                • Strategic evaluation
                                                                                                                                  • JoJo Maman Bébé
                                                                                                                                    • Company overview
                                                                                                                                      • Retail offering
                                                                                                                                        • Financial performance
                                                                                                                                          • Figure 29: JoJo Maman Bébé, financials, 2010 and 2011
                                                                                                                                        • Advertising
                                                                                                                                          • Strategic evaluation
                                                                                                                                            • Dorothy Perkins
                                                                                                                                              • Company overview
                                                                                                                                                • Retail offering
                                                                                                                                                  • Strategic evaluation
                                                                                                                                                    • H&M
                                                                                                                                                      • Company overview
                                                                                                                                                        • Retail offering
                                                                                                                                                          • Financial performance
                                                                                                                                                            • Strategic evaluation
                                                                                                                                                              • Next
                                                                                                                                                                • Company overview
                                                                                                                                                                  • Retail offering
                                                                                                                                                                    • Financial performance
                                                                                                                                                                      • Figure 30: Next Retail and Directory, financials, 2011 and 2012
                                                                                                                                                                    • Strategic evaluation
                                                                                                                                                                      • Topshop
                                                                                                                                                                        • Company overview
                                                                                                                                                                          • Retail offering
                                                                                                                                                                            • Financial performance
                                                                                                                                                                              • Figure 31: Key financials of Arcadia Limited, 2011 and 2012
                                                                                                                                                                            • Strategic evaluation
                                                                                                                                                                            • Channels to Market

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Figure 32: UK retail sales of maternitywear, by outlet type, 2009 and 2011
                                                                                                                                                                              • Specialists
                                                                                                                                                                                • Non-specialists – fashion multiples and value retailers
                                                                                                                                                                                  • Non-specialists – mail order and internet
                                                                                                                                                                                    • Non-specialists – department stores
                                                                                                                                                                                      • Non-specialists – grocers
                                                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Maternitywear specialists spend most
                                                                                                                                                                                            • Figure 33: Main monitored media advertising expenditure on maternitywear, by company (top ten), 2008-12
                                                                                                                                                                                          • Press dominates, but online grows
                                                                                                                                                                                            • Figure 34: Main monitored media advertising expenditure on maternitywear, by media type, 2008-12
                                                                                                                                                                                        • The Consumer – Where Maternitywear is Bought

                                                                                                                                                                                          • Key points
                                                                                                                                                                                              • Figure 35: Outlets where maternity clothing has been purchased, November 2012
                                                                                                                                                                                            • Next leads on maternitywear
                                                                                                                                                                                              • Impact of age on buying maternitywear
                                                                                                                                                                                                • Figure 36: Outlets where maternity clothing has been purchased, by age, November 2012
                                                                                                                                                                                              • Impact of socio-economic group on buying maternitywear
                                                                                                                                                                                                • Figure 37: Outlets where maternity clothing has been purchased, by socio-economic group, November 2012
                                                                                                                                                                                              • Buying maternitywear online
                                                                                                                                                                                                • Maternitywear specialists
                                                                                                                                                                                                  • Childrenswear specialists
                                                                                                                                                                                                    • Majority buy from one or two outlets
                                                                                                                                                                                                    • The Consumer – Attitudes towards Maternitywear

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                          • Figure 38: Attitudes towards buying clothes to wear during pregnancy, November 2012
                                                                                                                                                                                                        • Older mums buy specific maternitywear, while younger mums mix and match
                                                                                                                                                                                                          • Figure 39: Attitudes towards buying clothes to wear during pregnancy, by age and socio-economic group, November 2012
                                                                                                                                                                                                        • Young mums opt for non-maternity clothes during pregnancy
                                                                                                                                                                                                          • Women leaving it till later to buy
                                                                                                                                                                                                            • Figure 40: Agreement with statement ‘I only bought maternity clothes at the later stages of my pregnancy’, by age and socio-economic group, November 2012
                                                                                                                                                                                                          • Workwear is a priority
                                                                                                                                                                                                            • Shopping for a special occasion
                                                                                                                                                                                                              • 25-34s buy maternitywear from their usual retailers
                                                                                                                                                                                                                • Swapping maternitywear
                                                                                                                                                                                                                  • Social networks
                                                                                                                                                                                                                  • The Consumer – Attitudes Towards Shopping for Maternitywear

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                        • Figure 41: Further attitudes towards buying and shopping for maternity clothes, November 2012
                                                                                                                                                                                                                      • Price is the main factor when buying maternitywear
                                                                                                                                                                                                                        • Figure 42: Attitudes towards shopping for maternitywear, by age and socio-economic group, November 2012
                                                                                                                                                                                                                      • 22% of 25-34s find maternitywear too expensive
                                                                                                                                                                                                                        • Older mothers place most importance on quality
                                                                                                                                                                                                                          • Figure 43: Agreement with statement ‘I mainly bought good quality maternity’, by age and socio-economic group, November 2012
                                                                                                                                                                                                                        • Women look for versatile maternitywear
                                                                                                                                                                                                                          • Lack of choice in-store remains an issue
                                                                                                                                                                                                                            • Trying on for fit
                                                                                                                                                                                                                              • The struggle to find stylish maternitywear
                                                                                                                                                                                                                                • Improving the shopping experience for pregnant women
                                                                                                                                                                                                                                • The Consumer – Target Groups

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Three typologies of maternitywear buyers identified
                                                                                                                                                                                                                                      • Figure 44: Consumer typology groups for maternitywear, November 2012
                                                                                                                                                                                                                                    • Stylish Bumps (48%)
                                                                                                                                                                                                                                      • Budget Bumps (36%)
                                                                                                                                                                                                                                        • Dissatisfied Mums (16%)
                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                            • Figure 45: Best- and worst- case forecast spending on maternitywear, at current prices, 2007-17
                                                                                                                                                                                                                                        • Appendix – The Consumer – Where Maternitywear is Bought

                                                                                                                                                                                                                                            • Figure 46: Most popular outlets where maternity clothing has been purchased, by demographics, November 2012
                                                                                                                                                                                                                                            • Figure 47: Next most popular outlets where maternity clothing has been purchased, by demographics, November 2012
                                                                                                                                                                                                                                            • Figure 48: Number of outlets where maternity clothing has been purchased, by demographics, November 2012
                                                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Maternitywear

                                                                                                                                                                                                                                            • Figure 49: Attitudes towards buying clothes to wear during pregnancy, by demographics, November 2012
                                                                                                                                                                                                                                            • Figure 50: Attitudes towards buying clothes to wear during pregnancy, by most popular outlets where maternity clothing has been purchased, November 2012
                                                                                                                                                                                                                                            • Figure 51: Attitudes towards buying clothes to wear during pregnancy, by next most popular outlets where maternity clothing has been purchased, November 2012
                                                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Shopping for Maternitywear

                                                                                                                                                                                                                                            • Figure 52: Further attitudes towards buying and shopping for maternity clothes, by demographics, November 2012
                                                                                                                                                                                                                                            • Figure 53: Further attitudes towards buying and shopping for maternity clothes, by most popular outlets where maternity clothing has been purchased, November 2012
                                                                                                                                                                                                                                            • Figure 54: Further attitudes towards buying and shopping for maternity clothes, by next most popular outlets where maternity clothing has been purchased, November 2012
                                                                                                                                                                                                                                        • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                            • Figure 55: Target groups, by demographics, November 2012

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Arcadia Group
                                                                                                                                                                                                                                        • Costa
                                                                                                                                                                                                                                        • Dorothy Perkins old
                                                                                                                                                                                                                                        • Early Learning Centre Ltd
                                                                                                                                                                                                                                        • Elle MacPherson Intimates
                                                                                                                                                                                                                                        • H&M Hennes & Mauritz
                                                                                                                                                                                                                                        • Isabella Oliver
                                                                                                                                                                                                                                        • JoJo Maman Bebe Ltd
                                                                                                                                                                                                                                        • LOVEFiLM International Ltd
                                                                                                                                                                                                                                        • Mamas & Papas Retail Ltd
                                                                                                                                                                                                                                        • Mothercare Plc
                                                                                                                                                                                                                                        • Next Group
                                                                                                                                                                                                                                        • Selfridges Group
                                                                                                                                                                                                                                        • Stokke UK Ltd
                                                                                                                                                                                                                                        • Topshop old

                                                                                                                                                                                                                                        Maternitywear - UK - January 2013

                                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)