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Childrenswear Market Report 2009
Key Note Publications Ltd, June 2009, Pages: 94
This Market Report examines the performance of the UK childrenswear market, which comprises clothing designed for under-14 year-olds. The market was valued at £5.29bn in 2008, following a mixed growth performance. The main sectors of the childrenswear market are: girls’ clothing (ages 2 to 14); boys’ clothing (ages 2 to 14); and infants’ clothing (for under-2 year-olds).
The development of sales in the childrenswear market has been aided by the rising birth rate in recent years, which has boosted the size of the under-5 year-old population, although older age ranges have declined in numbers. Other influences, such as the increase in the age of parents and smaller family sizes, have been positive factors in increasing per capita spending on children’s clothes.
The positive influences on the childrenswear market have been countered by changes in UK clothing retailing as a whole since the end of the 1990s. The rise of discount retailers such as Primark and Matalan, together with the growing market share held by supermarkets such as ASDA, Tesco and Sainsbury’s, has exerted a downward pressure on prices, particularly entry-level price points for children’s clothing. In the school uniform market, there was a great deal of price competition among retailers in 2008, with ASDA eventually offering the cheapest schoolwear, at just £4.
The UK childrenswear market is very retail-driven, with retailer brands accounting for the greatest share of sales. Major players include Adams Kids, Mothercare, Marks & Spencer, Debenhams, ASDA, Tesco and Primark. The economic downturn, and the recession that began in the UK in 2008, sharpened the retailers’ focus on price; however, despite the difficult economic climate, retailers have continued to invest in their brands across all price points.
With the child population continuing to rise, the outlook for the children’s clothing market is positive. We expect that price influences will dampen growth in 2009 and 2010, before the market begins to show better growth between 2011 and 2013. Design elements, ethical developments and brand investment will drive future growth in the industry.
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