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Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Consumer Expenditure on Clothing and Footwear (£m and percent), 1992-1997

Table 2: Number of Births in the UK (000 and percent), 1986-1996

Table 3: Index of Consumer Expenditure on Clothing and Footwear at Current Prices (index 1992=100), 1992-1997

Market Size

THE TOTAL MARKET

MARKET SECTORS

IMPORTS AND EXPORTS

Table 4: Sales of Childrenswear at Current Prices (£m at rsp and index), 1992-1997

Table 5: Retail Sales of Childrenswear by Sector (£m and percent), 1997

Table 6: Sales of Girls' Clothing at Current Prices (£m at rsp and index), 1992-1997

Table 7: Sales of Boys' Clothing at Current Prices (£m at rsp and index), 1992-1997

Table 8: Sales of Infants' Clothing at Current Prices (£m at rsp and index), 1992-1997

Table 9: Sales of Children's Footwear at Current Prices (£m at rsp and index), 1992-1997

Table 10: Overseas Trade in Clothing and Footwear (£m), 1995-1997

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 11: Structure of the UK Clothing and Footwear Manufacturing Sector by Turnover Sizeband (number of companies and percent), 1997

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

MANUFACTURERS AND SUPPLIERS

OTHER CHILDRENSWEAR SUPPLIERS

RETAILERS

ADVERTISING AND PROMOTION

Table 12: Selected Major Companies in the Childrenswear Market by Turnover (£m), 1996/1998

Table 13: Sears PLC - Selected Retail Performance (£m), Year Ending 31st January 1996 and 1997

Table 14: Storehouse PLC - Selected Retail Performance (£m), Year Ending 29th March 1996 and 1997

Table 15: Selected Main Media Advertising Expenditure in the Childrenswear Market (£000), Year Ending December 1996 and 1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

GENERAL TRENDS

CONSUMER PENETRATION

Table 16: Expenditure on Children's Clothing in the Last 12 Months ( percent of women purchasing), 1993 and 1997

Table 17: Expenditure on Children's Shoes in the Last 12 Months ( percent of women purchasing), 1993 and 1997

Outside Suppliers to the Industry

TEXTILES

MANUFACTURING FACILITIES

DISTRIBUTORS

Current Issues

RETAIL DEVELOPMENTS

MAIL ORDER AND DIRECT SHOPPING

BRAND DEVELOPMENTS

Forecasts

DEMOGRAPHICS

MARKET SEGMENTATION

PRODUCT DEVELOPMENT

COMPETITOR FORECASTS

FORECASTS 1998 TO 2002

Table 18: Profile of the UK Child Population (000), 1996 and 2001

Table 19: Forecast Sales of Childrenswear (£m at rsp), 1998-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The childrenswear market operates within the context of the wider textiles and footwear markets. In 1997, retail sales were estimated at £3.93bn. Sales growth of 32.5 percent since 1992 meant that childrenswear maintained a steady 13.4 percent of all clothing and footwear sales.

There are four main sectors in the childrenswear market: girls' clothing, boys' clothing, infantwear (for the under-2s) and children's footwear. Girls' clothing accounts for the largest share of sales, 42.1 percent of market value in 1997, followed by boys' clothing, with 35.8 percent. However, boys' clothing is the fastest growing sector, sales having increased in value by 43.1 percent since 1992.

The main factor affecting the market in recent years has been the widescale adoption of sports branding. Initially, restricted to footwear, this trend is now strongly evident in the clothing market, on which it has had a considerable impact. Since the major clothing retailers tend to concentrate on own-brand lines, the specialist sports outlets have gained most from this trend. They stock a wide range of desirable branded merchandise and have now begun to target the under-12s specifically, with both dedicated in-store departments and stand-alone outlets.

Also gaining a share of the childrenswear business are many of the adult clothing chains, which decided to exploit the upward sales trends in childrenswear by introducing children's ranges, mainly under their own labels. Supermarkets have also taken advantage of this trend and are offering specifically targeted items. Both types of retailer have been well placed to gain sales, as their product mix already appeals to parents. More traditional children's clothing and footwear suppliers have responded by improving the service they offer to families, with dedicated child-friendly environments which satisfy the child's need for entertainment and the parent's desire for space and an accessible product mix.

The number of brands in the childrenswear market continues to increase as a growing number of adult labels are attracted to the market. However, as the birth rate has fallen the target market has already begun to shrink and, as a result, suppliers are targeting an ageing market. However, changing attitudes towards childrenswear and a more sophisticated young consumer will ensure a slight rise in sales in the short to medium term.

Between 1998 and 2002, Key Note forecasts that sales will increase by 19.8 percent, to reach £4.91bn.

Text © 1998 Key Note

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