Childrenswear Retailing in the UK | Verdict Sector Report; Market size, strategic issues and competitive outlook
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The childrenswear market is set to grow by 2.8% in 2015; the same level of growth achieved in 2014, and only very gradual. The composition of growth is now very different from 10 years ago, when very rapid price deflation of 4.0% drove a 7.5% rise in volume. Inflation is easing, at just 0.1% in 2015 following a period of rising sourcing costs, ensuring that growth is now becoming more organic, with volume growth of 2.7% forecast for 2015. However, while value growth in the childrenswear market has recovered to pre-recession levels, volume growth has not as parents continue to purchase more carefully – a shift we saw throughout the downturn, which we expect to see maintained.
Scope
The tween and young teen markets represent the biggest opportunity in the UK childrenswear sector for retailers to exploit over the next five years, given they are the fastest growing children’s population segments to 2020 and yet there is currently little competition specifically targeting this audience. Retailers must concentrate on tailored ranges, appropriately interpreted fashion trends and focused marketing and social media initiatives in order to take advantage
Over 50% of school uniform shoppers are prepared to spend more on school uniform items if they are designed with technical attributes such as easy iron, scuff resistant (shoes), adjustable waists and stain-resistant fabric. As a standard offer, most retailers now provide permanent pleating and Teflon coating to prevent stains, but more premium features such as non-iron and scuff resistant coating on shoes would allow them to have a more tiered price architecture – encouraging trading up and higher spend per head.
Despite the largest proportion of childrenswear retailers being positioned in the midmarket, such as Gap Kids, M&S and Next, there is considerable polarisation in the market, with retailers in the value and premium sectors performing well, which is ultimately resulting in midmarket retailers being squeezed. The midmarket is trying to fight back with greater emphasis on value ranges such as Mother care's Value Essentials range, striving to offer shoppers lower prices but maintain quality, providing a differentiator to value retailers.
Reasons to Buy
Understand which categories within childrenswear are forecast to outperform and how you can grow your share of spend in these markets.
Gain a better understanding on consumer shopping habits for back to school clothing, which retailers are most popular and how frequently back to school products are purchased, to enable you to better compete in this lucrative market.
Gain knowledge of the strategies for tapping into the Tween market which is due to be the fastest growing segment of childrenswear
Identify the opportunities to grow business in this sector by comparing strategies of the key players in the market and their performance metrics
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