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Shopping for Childrens Clothing - US - November 2010

Estimated to be $43 billion in 2010, the children’s clothing market has faced challenges since 2006 due largely to the continuing economic crisis. As the downturn has compelled families to economize and reduce spending on children’s clothing, manufacturers and retailers alike have responded with a new approach to enticing consumers to spend their hard-earned money, by luring them through exclusive deals on social networking venues such as Facebook and Twitter, for example. However, this particular market has fared better than most, and so Mintel expects a leveling out of sales, albeit showing a decline when adjusted for inflation, as the country slowly emerges from the prolonged economic downturn.

In addition to examining the ways consumers, suppliers and retailers are dealing with the economic crisis, this report also looks at the following:

  • How social media and networking is changing the landscape of how consumers shop for goods, particularly clothing
  • The impact of the growing Hispanic population and their shopping habits for the children’s clothing market, as a force for increased sales
  • How the economic slowdown is not having the devastating impact on children’s clothing that is being witnessed in other markets
  • How retailers are reaching out to consumers with innovations and new ideas, and which ones appear to have longevity

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Market source data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Small growth sustained by infant/toddler clothing sales
                        • Market drivers include a diversity of factors
                          • Where the opportunities lie
                            • Competition becoming more fierce
                              • The new frugality is in
                                • Companies and brands use similar tactics
                                  • Marketing strategists learning to adapt
                                    • The consumer
                                    • Insights and Opportunities

                                      • Encouraging parents to spend more on their kids
                                        • Taking advantage of social networking and media
                                          • Taking a cue from smaller companies
                                            • Dickies cornering the market on uniforms
                                              • Parents and their “mini-me” tots
                                              • Inspire Insights

                                                  • Trend: Learning Through Play
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Recession hits children’s apparel market as it drives down sales
                                                        • The gift of thrift
                                                          • Upscale chain closes its doors
                                                            • Total sales and forecast
                                                              • Figure 1: Total U.S. sales and forecast of children’s clothing, at current prices, 2005-15
                                                              • Figure 2: Total U.S. sales and forecast of children’s clothing, at inflation-adjusted prices, 2005-15
                                                          • Market Drivers

                                                            • Hispanic population growing faster for children under 12
                                                              • Figure 3: U.S. Hispanic population, by age, 2005-15
                                                              • Figure 4: Purchases of children’s clothing, by race/Hispanic origin, February 2009-March 2010
                                                              • Figure 5: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
                                                            • Older children present slightly more opportunities for growth
                                                              • Figure 6: Total U.S. population, by age, 2005-15
                                                              • Figure 7: Total amount spent on children’s clothing—6-11s, by gender and age, February 2009-March 2010
                                                            • Back-to-school sales stronger for many retailers in 2010, compared to an especially anemic 2009
                                                              • Grandparents taking care of their grandchildren
                                                                • More children wearing uniforms in both private and public schools
                                                                  • Figure 8: Percent of public schools requiring uniforms, by selected cities, 2000
                                                                • 40 is the new 30
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Sales of children’s clothing, by segment
                                                                      • Figure 9: Total U.S. retail sales and forecast of children’s clothing, at current prices, by segment, 2005-15
                                                                    • Fleece wear remains buoyant for girls and boys
                                                                      • Figure 10: Total U.S. retail sales of children’s clothing, by segment, 2008 and 2010
                                                                  • Segment Performance—Infant and Toddler

                                                                    • Key points
                                                                      • Growth predicted for sales of infant/toddler clothing
                                                                        • Figure 11: Total U.S. retail sales and forecast of infant and toddler clothes, at current prices, 2005-15
                                                                    • Segment Performance—Girls’ Clothing

                                                                      • Key points
                                                                        • Recessionary woes continue to impact girls’ clothing
                                                                          • Figure 12: Total U.S. retail sales and forecast of girls’ clothes, at current prices, 2005-15
                                                                      • Segment Performance—Boys’ Clothing

                                                                        • Key points
                                                                          • Boys’ clothing sales show decline as well, not as much as for girls’ apparel
                                                                            • Figure 13: Total U.S. retail sales and forecast of boys’ clothes, at current prices, 2005-15
                                                                        • Companies and Brands

                                                                          • Key points
                                                                            • Many retailers now competing in all clothing categories
                                                                              • H&M
                                                                                • Dollar stores and mass merchandisers
                                                                                  • Consignment becoming all the rage
                                                                                    • Venture capitalists acquire Gymboree
                                                                                      • Target
                                                                                        • Sears
                                                                                          • Von Maur
                                                                                            • Carter’s
                                                                                              • JCPenney
                                                                                                • Bloomingdale’s
                                                                                                  • Macy’s
                                                                                                    • OshKosh B’gosh
                                                                                                      • Justice for Girls
                                                                                                        • Old Navy/GapKids/babyGap
                                                                                                        • Innovation and Innovators

                                                                                                          • Stella McCartney
                                                                                                            • Umi and its unique promotions
                                                                                                              • BBC International and a focus on technological innovation
                                                                                                                • My Baby Rocks
                                                                                                                  • CH Caroline Herrera
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview
                                                                                                                      • Brand positioning and TV advertising
                                                                                                                        • Crocs
                                                                                                                          • Figure 14: Brand analysis of Crocs, 2010
                                                                                                                          • Figure 15: Crocs television ad, 2010
                                                                                                                        • Garanimals
                                                                                                                          • Figure 16: Brand analysis of Garanimals, 2010
                                                                                                                          • Figure 17: Garanimals television ad, 2010
                                                                                                                        • Stride Rite
                                                                                                                          • Figure 18: Brand analysis of Stride Rite, 2010
                                                                                                                          • Figure 19: Stride Rite television ad, 2010
                                                                                                                        • Skechers
                                                                                                                          • Figure 20: Brand analysis of Skechers, 2010
                                                                                                                          • Figure 21: Skechers television ad, 2010
                                                                                                                        • Social media tools and tactics
                                                                                                                          • “Mommy blogs” gain in power
                                                                                                                            • Customer reviews
                                                                                                                              • Crocs
                                                                                                                                • GapKids
                                                                                                                                  • Carter’s
                                                                                                                                    • Other brands
                                                                                                                                    • Children’s Clothing Purchases

                                                                                                                                      • Key points
                                                                                                                                        • Purchases in the previous year
                                                                                                                                          • Figure 22: Purchases of children’s clothing, by age, February 2009-March 2010
                                                                                                                                          • Figure 23: Purchases of children’s clothing, by household income, February 2009-March 2010
                                                                                                                                        • Ages of children clothing was purchased for
                                                                                                                                          • Figure 24: Ages of children clothes bought for, by age, February 2009-March 2010
                                                                                                                                      • Average Spend By Age of Child

                                                                                                                                        • Key points
                                                                                                                                          • Amount spent on children <1 year old
                                                                                                                                            • Figure 25: Total amount spent on clothing for kids <1 year old, by age, February 2009-March 2010
                                                                                                                                            • Figure 26: Total amount spent on clothing for kids <1 year old, by household income, February 2009-March 2010
                                                                                                                                          • Amount spent on children 1-5 years old
                                                                                                                                            • Figure 27: Total amount spent on clothing for kids 1-5 years old, by age, February 2009-March 2010
                                                                                                                                            • Figure 28: Total amount spent on clothing for kids 1-5 years old, by household income, February 2009-March 2010
                                                                                                                                          • Amount spent on children 6-11 years old
                                                                                                                                            • Figure 29: Total amount spent on clothing for kids 6-11 years old, by age, February 2009-March 2010
                                                                                                                                            • Figure 30: Total amount spent on clothing for kids 6-11 years old, by household income, February 2009-March 2010
                                                                                                                                          • Amount spent on all ages
                                                                                                                                            • Figure 31: Total amount spent on clothing for children of all ages, by age, February 2009-March 2010
                                                                                                                                            • Figure 32: Total amount spent on clothing for children of all ages, by region, February 2009-March 2010
                                                                                                                                        • Purchases for Girls and Boys

                                                                                                                                          • Key points
                                                                                                                                            • Girls’/boys’ purchases
                                                                                                                                              • Figure 33: Clothing purchases for boys vs girls, by gender, October 2010
                                                                                                                                              • Figure 34: Clothing purchases for boys vs girls, by age, October 2010
                                                                                                                                          • Impact of Recession on Shopping Habits For Kids’ Clothes

                                                                                                                                            • Key points
                                                                                                                                              • Most parents wait for sales
                                                                                                                                                • Figure 35: Impact of recession on shopping habits for kids’ clothes, by gender, October 2010
                                                                                                                                                • Figure 36: Impact of recession on shopping habits for kids’ clothes, by age, October 2010
                                                                                                                                                • Figure 37: Impact of recession on shopping habits for kids’ clothes, by household income, October 2010
                                                                                                                                                • Figure 38: Impact of recession on shopping habits for kids’ clothes, by region, October 2010
                                                                                                                                            • Retailers Shopped for Children’s Clothing

                                                                                                                                              • Key points
                                                                                                                                                • Mass merchandisers remain the top venue for shoppers
                                                                                                                                                  • Figure 39: Source of last children’s clothing purchase, by gender, October 2010
                                                                                                                                                  • Figure 40: Source of last children’s clothing purchase, by age, October 2010
                                                                                                                                                  • Figure 41: Source of last children’s clothing purchase, by household income, October 2010
                                                                                                                                              • Clothes Shopping Behaviors

                                                                                                                                                • Key points
                                                                                                                                                  • Children’s clothing—time to shop and outgrown or outworn
                                                                                                                                                    • Figure 42: Children’s clothing—time to shop and outgrown or outworn, by gender, October 2010
                                                                                                                                                    • Figure 43: Children’s clothing—time to shop and outgrown or outworn, by age, October 2010
                                                                                                                                                    • Figure 44: Children’s clothing—time to shop and outgrown or outworn, by household income, October 2010
                                                                                                                                                  • Attitudes towards children’s clothing and shopping
                                                                                                                                                    • Figure 45: Attitudes towards children’s clothing and shopping, by gender, October 2010
                                                                                                                                                    • Figure 46: Attitudes towards children’s clothing, by age, October 2010
                                                                                                                                                    • Figure 47: Attitudes towards children’s clothing, by household income, October 2010
                                                                                                                                                    • Figure 48: Attitudes towards children’s clothing, by region, October 2010
                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Purchases in the previous year
                                                                                                                                                      • Figure 49: Purchases of children’s clothing, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                    • Purchases by age of child
                                                                                                                                                      • Figure 50: Ages of children clothes bought for, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                    • Amount spent on children <1 year old
                                                                                                                                                      • Figure 51: Total amount spent on clothing for kids <1 year old, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                    • Amount spent on children 1-5 years old
                                                                                                                                                      • Figure 52: Total amount spent on clothing for kids 1-5 years old, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                    • Amount spent on children 6-11 years old
                                                                                                                                                      • Figure 53: Total amount spent on clothing for kids 6-11 years old, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                    • Purchases for girls and boys
                                                                                                                                                      • Figure 54: Clothing purchases for boys vs girls, by race/Hispanic origin, October 2010
                                                                                                                                                    • Impact of the recession
                                                                                                                                                      • Figure 55: Impact of recession on shopping habits for kids’ clothes, by race/Hispanic origin, October 2010
                                                                                                                                                    • Retailer choices for children’s clothing
                                                                                                                                                      • Figure 56: Source of last children’s clothing purchase, by race/Hispanic origin, October 2010
                                                                                                                                                    • Opinions, preferences and features about children’s clothes
                                                                                                                                                      • Figure 57: Attitudes towards children’s clothing and shopping, by race/Hispanic origin, October 2010
                                                                                                                                                  • Cluster Analysis

                                                                                                                                                      • Mass merchandise downturners
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Gifted and self-indulgent
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Recession-resistant
                                                                                                                                                                        • Demographics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                • Figure 58: Children’s clothing clusters, October 2010
                                                                                                                                                                                • Figure 59: Clothing purchases for boys vs girls, by children’s clothing clusters, October 2010
                                                                                                                                                                                • Figure 60: Impact of recession on shopping habits for kids’ clothes, by children’s clothing clusters, October 2010
                                                                                                                                                                                • Figure 61: Source of last children’s clothing purchase, by children’s clothing clusters, October 2010
                                                                                                                                                                                • Figure 62: Attitudes towards children’s clothing and shopping, by children’s clothing clusters, October 2010
                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                • Figure 63: Children’s clothing clusters, by gender, October 2010
                                                                                                                                                                                • Figure 64: Children’s clothing clusters, by age, October 2010
                                                                                                                                                                                • Figure 65: Children’s clothing clusters, by household income, October 2010
                                                                                                                                                                                • Figure 66: Children’s clothing clusters, by race, October 2010
                                                                                                                                                                                • Figure 67: Children’s clothing clusters, by Hispanic origin, October 2010
                                                                                                                                                                                • Figure 68: Children’s clothing clusters, by marital status, October 2010
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Custom Consumer Tables—Mosaic Groupings

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Incident of purchase of children’s clothing
                                                                                                                                                                                    • Figure 69: Purchases of children’s clothing, by Mosaic groupings, February 2009-March 2010
                                                                                                                                                                                  • Ages of children clothing was purchased for
                                                                                                                                                                                    • Figure 70: Ages of children clothes bought for, by Mosaic groupings, February 2009-March 2010
                                                                                                                                                                                  • Amount spent on all ages
                                                                                                                                                                                    • Figure 71: Total amount spent on clothing for children of all ages, by Mosaic groupings, February 2009-March 2010
                                                                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                    • Figure 72: Total amount spent on clothing for children of all ages, by household income, February 2009-March 2010
                                                                                                                                                                                    • Figure 73: Clothing purchases for boys vs girls, by region, October 2010
                                                                                                                                                                                    • Figure 74: Source of last children’s clothing purchase, by region, October 2010
                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Abercrombie & Fitch Co
                                                                                                                                                                                  • American Apparel & Footwear Association (AAFA)
                                                                                                                                                                                  • American Apparel Producers Network
                                                                                                                                                                                  • Apparel Search Company
                                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                                  • Cramer-Krasselt
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Family Dollar Stores, Inc
                                                                                                                                                                                  • Federal Communications Commission (FCC)
                                                                                                                                                                                  • Federal Trade Commission
                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                  • H&M Hennes & Mauritz
                                                                                                                                                                                  • International Council of Shopping Centres
                                                                                                                                                                                  • J C Penney Company, Inc
                                                                                                                                                                                  • Kantar Media
                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                  • Macy's, Inc.
                                                                                                                                                                                  • National Retail Federation (NRF)
                                                                                                                                                                                  • Skechers USA Inc
                                                                                                                                                                                  • Stella McCartney
                                                                                                                                                                                  • The Gymboree Corporation
                                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                  Shopping for Childrens Clothing - US - November 2010

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