2021
9
UK Childrenswear Market Report 2021
2021-03-04T03:02:38+00:00
OX1042521
2995
135225
[{"name":"Childrenswear","url":"https:\/\/store.mintel.com\/industries\/fashion\/childrenswear"}]
Report
en_GB
“While COVID-19 has led to a big fall in appetite for fashion, childrenswear has been more resilient due to its shorter lifespan and as parents have prioritised spend on their…

UK Childrenswear Market Report 2021

$ 2,995 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Childrenswear market, including the behaviours, preferences and habits of the consumer.

While childrenswear remained more resilient than other sections of the fashion industry, retailers still saw a 16% decline in sales, dropping from £7.1 billion to £6 billion in 2020. With non-essential shops closing and a drop in interest for fashion as people were forced to stay at home, the clothing market overall fell by 28%.

However, children’s clothing purchases are driven mainly by necessity, replacing clothes that they have worn out or outgrown. This meant that more shoppers moved to buying online, with 73% having bought childrenswear online in 2020.

While there has been a continued trend in parents spending more on their children’s clothes than they do on themselves, there has been an interesting shift in demographic. 78% of men said they have bought childrenswear for their kids in the last 12 months, compared to 71% of women. This could be a side-effect of how the pandemic has disproportionately impacted women, making them more likely to be struggling financially – with mothers of under-16’s more likely than their male counterparts to buy fewer clothes as a direct result of COVID-19.

This report covers the impacts of the pandemic on the UK childrenswear market, as well as it’s future growth in both the short and long term. While the economic uncertainty has caused a drop in sales, changing mindsets towards gender-neutrality in fashion and an increased demand once social events reopen could provide a much needed boost to the market.

Read on to discover more details or take a look at all of our Clothing market research.

Quickly understand

  • The impact of COVID-19 and the third national lockdown on the childrenswear market.
  • Who are the main childrenswear buyers and what ages are they purchasing for.
  • How consumers’ shopping behaviour has changed since COVID-19.
  • How and where people have bought childrenswear in the last 12 months and growth in online purchasing.
  • The main reasons for choosing to shop at certain retailers for children’s clothing.

Covered in this report

Brands: Jack Wills, Never Fully Dressed, George at Asda, Mothercare, Mamas & Papas, Amazon, TradeGala, John Lewis, M&M, Frugi, KappAhl, Not Only Pink and Blue, Mango Kids, Thom Browne, Arket, Circos, Selfridges, Mori, My Wardrobe HQ, Primark, Patpat, Tesco, Sainsbury’s, Shop Direct Home Shopping, Morrisons, Next, Atalan, Aldi, Walt Disney, Lidl, Debenhams, J Crew, Rubies Masquerade, Argos, TK Maxx, JP Boden & Co, River Island, JoJo Maman Bébé, Start-Rite Shoes, Nike.

Expert analysis from a specialist in the field

Written by Tamara Sender Ceron, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While COVID-19 has led to a big fall in appetite for fashion, childrenswear has been more resilient due to its shorter lifespan and as parents have prioritised spend on their kids over themselves. Looking forwards, there are opportunities for more sub-brands targeting the growing tween and teen markets, as there is set to be pent-up demand for new clothes to wear for social events and going out among this fashion-conscious age group once legal limits on social contact are removed from June 2021 as part of the government’s roadmap out of the lockdown. These ranges will need to incorporate the latest adult trends as well as take into account increasing interest in sustainability among these young generations.
Tamara Sender Ceron
Senior Fashion Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on childrenswear
      • Figure 1: Short, medium and long-term impact of COVID-19 on childrenswear, 4 February 2021
    • The market
    • Childrenswear more resilient, but still declines by 16%
      • Figure 2: Market size and forecast for consumer spending on childrenswear, 2015-25 (prepared on 4 February 2021)
    • Infantswear most resilient
      • Figure 3: Segmentation of UK childrenswear market, based on current prices, 2015-20
    • Birth rates continue to drop
    • Companies and brands
    • Gender-neutrality
    • Clothing retailers dominate the market
    • The consumer
    • Dads more likely to buy childrenswear than mums
      • Figure 4: Who childrenswear was bought for in the last 12 months, November 2020
    • Women most likely to buy for 0-3s
      • Figure 5: Age of children who childrenswear was bought for in the last 12 months, November 2020
    • 73% bought online due to COVID-19
      • Figure 6: What channels were used to buy childrenswear in the last 12 months, November 2020
    • Supermarkets remain most popular for childrenswear
      • Figure 7: Types of retailers where childrenswear was purchased in the last 12 months, November 2020
    • Consumers seek out wide range and low prices
      • Figure 8: Reasons for shopping at the retailer where childrenswear was last purchased from, November 2020
    • Parents prioritise spend on 0-4s, but buy less expensive clothes
      • Figure 9: Changes in childrenswear shopping behaviour due to COVID-19, November 2020
    • Comfort is the most important factor
      • Figure 10: Most important factors when buying childrenswear, November 2020
    • Baby Boomers are the main gift buyers
      • Figure 11: Agreement with childrenswear buying behaviours, November 2020
  3. Issues and Insights

    • Impact of COVID-19 on the childrenswear market
    • What are the growth opportunities to help retailers stand out?
    • Sustainability and pre-loved market
    • Extending into new areas
    • Premiumisation
    • More personalised gifting options
    • Targeting growing teens and tweens market
  4. The Market – Key Takeaways

    • Childrenswear more resilient, but still hit hard by COVID-19
    • Recovery will take time and be hampered by Brexit
    • Tweens and teens will drive future growth
  5. Market Size and Forecast

    • COVID-19 hits childrenswear sales
      • Figure 12: Short, medium and long-term impact of COVID-19 on childrenswear, 4 February 2021
    • Childrenswear more resilient, but still declines by 16%
      • Figure 13: Market size and forecast for consumer spending on childrenswear, 2015-25 (prepared on 4 February 2021)
      • Figure 14: Consumer spending on childrenswear, 2015-25
    • Impact of school closures on schoolwear market
    • Recovery will take time
    • Brexit leads to red tape and higher costs for childrenswear brands
    • Falling birth rate will dent long-term growth
    • Market drivers and assumptions
      • Figure 15: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 4 February 2021)
    • Learnings from the last recession
    • Forecast methodology
  6. Market Segmentation

    • Infantswear most resilient
      • Figure 16: UK value sales of childrenswear, by segment, 2015-20
    • Girlswear hit by drop in demand for occasionwear
      • Figure 17: Segmentation of UK childrenswear market, based on current prices, 2015-20
    • Tweens and teens will drive future growth
  7. Market Drivers

    • Birth rates continue to drop
      • Figure 18: Trends in the number of live births, England and Wales, 2000-19
    • The average age of first-time mothers continues to rise
      • Figure 19: Trends in the mean age of mothers at birth of their first child, England and Wales, 2000-19
    • The total number of UK families steadily increases
      • Figure 20: Total number of families in the UK (in millions), 1999-2019
    • The number of children projected to remain stable from 2020-25
      • Figure 21: Projected (2018-based projections) UK population at mid-years, by age of last birthday, in thousands, 2020-25
    • Schools are closed to stop the spread
    • Parents with younger children most worried about lifestyle changes
      • Figure 22: Level of concern surrounding lifestyle changes as a result of COVID-19, by age of children in household, 9-16 December 2020
    • Almost a quarter of 11-15 year-olds are classed as obese
      • Figure 23: Children’s overweight and obesity prevalence, ages 2-15, 1999-2019
    • Recession Learnings
    • Those with children have a more positive financial view
      • Figure 24: Current financial situation, by presence of children in household, January 2021
  8. Companies and Brands – Key Takeaways

    • Sustainable launches aim to educate and inspire future generations
    • Advertising spend falls as brands promote themselves on social media
    • Clothing retailers grow their share
  9. Channels to Market

    • Clothing retailers dominate the market
      • Figure 25: Sales of childrenswear, % share by outlet type, 2017-2019
    • Supermarkets account for a large share
    • Specialists lose share
  10. Launch Activity and Innovation

    • Sustainable launches aim to educate and inspire future generations
    • Natural History Museum X John Lewis
      • Figure 26: John Lewis X The Natural History Museum, 2021
    • Frugi X National Trust
    • H&M and Danone AQUA partner to form the bottle2fashion project
      • Figure 27: H&M X Danone AQUA bottle2fashion Project, 2020
    • Gender-neutrality
    • KappAhl set to launch new Minories label
      • Figure 28: Minories, 2020
    • Gender-neutral marketplace for children’s launches
    • Adult fashion expands into childrenswear
    • Mango launches teen fashion for those aged 11-15
      • Figure 29: Mango Kids, 2020
    • Jack Wills branches out into kidswear
    • Thom Browne debuts childrenswear collection
    • Simone Rocha X H&M
      • Figure 30: Simone Rocha X H&M, 2021
    • Family favourite characters
    • Mori X Very Hungry Caterpillar
    • Marks & Spencer X Mr Men™ Little Miss™
    • Childrenswear continues to explore new avenues of retail
    • Arket renting out childrenswear across Europe
    • Selfridges launches the Kidswear Collective for pre-loved kids’ designer fashion
    • My Wardrobe HQ launches its childrenswear rental offering
    • Celebrity Influence
    • Stacey Solomon X Primark
      • Figure 31: Stacey Solomon X Primark, 2020
    • Ferne McCann
  11. Advertising and Marketing Activity

    • Advertising spend falls
      • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on childrenswear, 2016-20
    • Asda regains its position as top spender
      • Figure 33: Asda Built for Imagination TV Advert, 2019
      • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on childrenswear, by top 20 advertisers, 2016-20
    • JoJo Maman Bébé continues to highlight diversity with lockdown shoot
      • Figure 35: JoJo Maman Bébé Created By You, 2020
    • Childrenswear brands support families during lockdown
    • M&S supports home schooling with free digital learning resources
      • Figure 36: M&S Company Archive resources, 2021
    • Start-Rite Shoes and The Daily Mile call for families to get more active at home
    • Nike and ukactive Kids partner to launch Move Crew
    • Digital remains the top media channel for childrenswear campaigns
      • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on childrenswear, by media type, 2019 and 2020 (Jan-Nov)
    • Nielsen Ad Intel coverage
  12. The Consumer – Key Takeaways

    • 73% bought online due to COVID-19
    • High earners more likely to buy childrenswear
    • Lockdowns drive casualisation
  13. Impact of COVID-19 on Childrenswear

    • High levels of anxiety surrounding exposure to the virus…
      • Figure 38: Mintel COVID-19 exposure anxiety and lifestyle impact index, 28 February 2020-26 January 2021
    • …resulting in increased online shopping behaviours
      • Figure 39: People shopping more online since COVID-19, 16 April 2020-26 January 2021
    • Fewer people look to spend on clothing
      • Figure 40: Consumer spending expectations due to COVID-19, 21-26 January 2021
    • Concern surrounding financial stability
      • Figure 41: Changes in people’s lifestyles due to COVID-19, 21-26 January 2021
  14. Childrenswear Purchasing

    • Parents prioritise childrenswear over clothes for themselves
    • High earners more likely to have purchased childrenswear
      • Figure 42: Types of clothing purchased in the last 12 months, November 2020
    • Dads more likely to buy childrenswear than mums
    • High levels of purchasing among Baby Boomers
      • Figure 43: Who childrenswear was bought for in the last 12 months, November 2020
    • Women most likely to buy for 0-3s
      • Figure 44: Age of children who childrenswear was bought for in the last 12 months, November 2020
    • Lower purchasing levels for teens as they choose their own clothes
  15. Channels Used to Buy Childrenswear

    • 73% bought online due to COVID-19
      • Figure 45: What channels were used to buy childrenswear in the last 12 months, November 2020
    • 30% buy via a smartphone, rising to 50% of female 25-44s
      • Figure 46: What online channels were used to buy childrenswear in the last 12 months, by gender and age, November 2020
  16. Types of Retailers where Childrenswear Is Purchased

    • Supermarkets remain most popular for childrenswear
      • Figure 47: Types of retailers where childrenswear was purchased in the last 12 months, November 2020
    • Men more inclined than women to buy from specialists
      • Figure 48: Types of retailers where childrenswear was purchased in the last 12 months, by gender, November 2020
    • Most affluent favour fashion retailers and department stores
      • Figure 49: Types of retailers where childrenswear was purchased in the last 12 months, by socio-economic group, November 2020
    • Teens shop at fashion and sports retailers
      • Figure 50: Percentage point difference from average in types of retailers consumers buy childrenswear from, by age of child bought for, November 2020
    • People shop around for childrenswear
      • Figure 51: Repertoire of types of retailers where childrenswear was purchased in the last 12 months, by age of children in the household, November 2020
  17. Reasons for Choosing Where to Shop

    • Consumers seek out wide range and low prices…
      • Figure 52: Reasons for shopping at the retailer where childrenswear was last purchased from, November 2020
    • …but consumers are unwilling to compromise on quality
    • Supermarkets score best for low prices
      • Figure 53: Retailer where consumers spent the most on childrenswear,  by reasons for use, November 2020
    • Online-only retailers stand out for product range and delivery options
      • Figure 54: Reasons for shopping at the retailer where childrenswear was last purchased from, November 2020
  18. Changes in Behaviour due to COVID-19

    • Pandemic impacts value, volume and products bought
      • Figure 55: Changes in childrenswear shopping behaviour due to COVID-19, November 2020
    • Mums buy fewer clothes, while dads spend less
      • Figure 56: Agreement with statements related to changes in childrenswear shopping behaviour due to COVID-19, by mothers and fathers of under-16s, November 2020
    • Parents prioritise spend on 0-4s, but buy less expensive clothes
      • Figure 57: Agreement with statements related to changes in childrenswear shopping behaviour due to COVID-19, by age of children in the household, November 2020
    • Lockdowns drive casualisation
    • Growing appeal of second-hand and resale market for childrenswear
  19. Most Important Factors when Buying Childrenswear

    • Comfort is key
      • Figure 58: Most important factors when buying childrenswear, November 2020
    • Older consumers most likely to consider if child will like it
      • Figure 59: Considers if the child will like it when purchasing childrenswear, by age, November 2020
    • Over half of consumers look for long-lasting garments
    • Childrenswear buyers care about their environmental impact
    • Gender-neutral clothing popular with younger shoppers
      • Figure 60: Most important factors when buying childrenswear, November 2020
  20. Childrenswear Buying Behaviours

    • Baby Boomers are the main gift buyers
      • Figure 61: Agreement with childrenswear buying behaviours, November 2020
    • While value is important, 44% will pay more for brands
    • Close to half prefer to shop at retailers that promote diversity
      • Figure 62: Agreement with inclusive childrenswear buying behaviours, by age, November 2020
    • 54% struggle to find correct sizes online
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  22. Appendix – Market Size and Forecast

    • Forecast methodology
      • Figure 63: Best- and worst-case forecast of consumer spending on childrenswear, 2015-25

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