Shopping for Children's Clothing - US
Report description
Some of the key issues covered in this report include:
How population changes and shifting demographics are affecting the children's clothing market, specifically the growth in the population of children younger than 12 years
How children's clothing sizes and styles are affected by the childhood obesity epidemic and the interest in uniforms in America's public schools
How retailers have responded to increased cross-channel competition, as well as in-channel competition
How social media and mobile applications are influencing how shoppers choose products, and how retailers and manufacturers are utilizing these mediums to promote their apparel
Typical channels shopped for children's clothing, preferences across demographics, and annual spending on children's clothing
Top motivations for visiting an unfamiliar retailer-and deterrents to return visits
How offers for discounts/sales/and coupons impact consumer shopping behavior, most impactful delivery channels for these offers, and which channels/offers are most appealing across demographics
Shopping companionship, typical shopping behaviors and parents' perceptions of their children's attitudes toward shopping for clothing
How race and Hispanic origin impacts shopping behaviors, attitudes toward shopping and motivations/deterrents to visiting a children's clothing retailer.
Table of contents
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Children’s clothing market continues to grow
Demand for children’s clothing expected to grow due to population growth, Hispanic influence
Larger-sized children’s clothing needed to address increasing weight
Prevalence of school uniforms in some urban areas could dampen sales
Competition intensifies across retail channels
Traditional companies/brands face new competition from high-end brands
Social media as a marketing tool is the norm, purchasing capability to follow
Nearly all households with children have purchased children’s clothing in the last year
Low prices, convenience, and selection at mass merchandisers
Discounts, coupon offers are greatest motivators to visit a new retailer
Prices and lack of sales/discounts/coupons greatest deterrents to return visits
Most shop for clothing with children in tow
Nonstandard clothing sizes presents a challenge to parents
Race and Hispanic origin impact shopping habits and perceptions
Insights and Opportunities
GPS tracking in children’s clothing may appeal to concerned parents
Focus on activewear to get kids moving
Marketing and promotional opportunities
Promoting seasonal apparel can encourage year-round sales
Timing is everything for sales promotions, biannual sales
Support local sports teams through apparel offerings
Paperless receipts concept provides convenience and a “green” shade
Retail alternatives gaining ground
Inspire Insights
Inspire Trend: Why Buy
Inspire Trend: Men Shopping Badly
Market Size and Forecast
Key points
Sales of children’s clothing exceed prerecessionary levels
Sales and forecast of market
Figure 1: Total U.S. retail sales and expected forecast of children’s clothing, at current prices, 2006-16
Figure 2: Total U.S. retail sales and expected forecast of children’s clothing, at inflation-adjusted prices*, 2006-16
Fan chart forecast
Figure 3: TOTAL U.S. retail sales and expected forecast of children’s clothing, with best and worst cases, 2006-16
Following a steep decline, consumer spending begins recovery in 2010
Figure 4: Amount spent on clothing/shoes for children younger than 12 in the last 12 months, 2002-11
Market Drivers
Birthrate decline could dampen demand for infant/toddler clothing in the short term
Figure 5: U.S. birthrate, 2003-11
Growth in child population to outpace total population growth
Figure 6: U.S. population, by age, 2006-16
Hispanic children to account for a greater share of the market
Figure 7: U.S. Hispanic households, by presence and ages of children, 2009
Figure 8: U.S. Hispanic and non-Hispanic population of children, 2006-16
Economic uncertainties continue to encourage budget-shopping behaviors
Consumers wary about future
Figure 9: University of Michigan’s index of consumer sentiment, January 2007-August 2011
Retailers have conditioned shoppers to look for deals
Figure 10: Redemption growth for coupons, by type, 2009
Childhood obesity epidemic spurs demand for larger-sized children’s clothing
Figure 11: Prevalence of obesity among children and adolescents, aged 2-19, for selected years 1971-2008
School uniforms remain prevalent
Figure 12: Percentage of public schools requiring uniforms, 1999-2008
Sidebar: Classroom conformity may detract from more fashionable retail sales
Changing family dynamics affects shopping behavior
Kids as influencers of parents
Figure 13: Abercrombie kids girl’s push up bikini top, 2011
Segment Performance
Key points
Sales of children’s clothing, by segment
Sales of market, by segment
Figure 14: Total U.S. retail sales and forecast of children’s clothing, at current prices, by segment, 2006-16
Presence of older children drives growth in boys’ and girls’ segments
Figure 15: Total U.S. retail sales of children’s clothing, by segment, 2009 and 2011
Segment Performance—Infant and Toddler
Key points
Growth predicted for infant/toddler clothing segment
Sales and forecast of infant/toddler clothing
Figure 16: Total U.S. retail sales and forecast of infant and toddler clothes, at current prices, 2006-16
Segment Performance—Girls’ Clothing
Key points
Girls’ clothing to remain largest segment of children’s clothing
Sales and forecast of girls’ clothing
Figure 17: Total U.S. retail sales and forecast of girls’ clothes, at current prices, 2006-16
Segment Performance—Boys’ Clothing
Key points
Boys’ clothing sales on the rise
Sales and forecast of boys’ clothing
Figure 18: Total U.S. retail sales and forecast of boys’ clothes, at current prices, 2006-16
Retail Channel Developments
Key points
Cross-channel competition heats up
More consumers shop online
Resale stores have a renewed caché
Companies and Brands
Overview
Generalist clothing retailers/brands
Gap, Inc.: Old Navy/GapKids/babyGap
Specialist children clothing retailers/brands
Gymboree
Carter’s
Hanna Andersson
Department stores
Macy’s
JCPenney
Sears
Mass Merchanidsers
Target
Other retailers/brands
Disney
Marketing Strategies
Social media tools and tactics
Figure 19: Profiled companies and brands retail stores and social media reach, July 28, 2011
Integrating Facebook and Twitter
Bloggers
Other technological advancements
Other marketing activity
Collective discounting
Advertising expenditures
Figure 20: Apparel retailers advertising spending, 2008-09
Television advertising
Macy’s
Figure 21: Macy’s television commercial, Back to School, July 2010
Kohl’s
Figure 22: Kohl’s television commercial, Everything the kids want, August 2010
Target
Figure 23: Target television commercial, Girls Dancing, August 2010
H&M
Figure 24: H&M television commercial, Boys Dancing, March 2011
Innovations and Innovators
Retailer and designer collaborations for children’s clothing
High-end designer collections for children’s clothing
Pump wear improves lives of children with diabetes
77kids Style Lab is all about the experience
Children’s Clothing Purchases and Spend
Key points
Purchase incidence remains relatively stable throughout recession
Figure 25: Purchased clothing/shoes for any children younger than 12 in the last 12 months, 2002-11
However, purchasing for babies declined significantly
Figure 26: Purchased clothing/shoes for children age groups younger than 12 in the last 12 months, 2002-11
Moms more likely than dads to be purchasers of children’s clothing
Figure 27: Past 12-month children’s clothing purchase incidence, by key adult demographics, May 2011
Overall, demographic groups spend similarly on children’s clothing
Figure 28: Purchased clothing/shoes for any children younger than 12 in the last 12 months and amount spent, by gender, age, and household income, February 2010-March 2011
Average annual spending appears to be on the upswing
Figure 29: Amount spent on clothing/shoes for children age groups younger than 12 in the last 12 months, 2002-11
Retailers Shopped for Children’s Clothing
Key points
Mass merchandisers are channel of choice for shoppers
Figure 30: Retail channels typically shopped and where last purchase was made, May 2011
Men more willing to spend at the higher end; women go thrifty
Figure 31: Retail channels typically shopped, by adult gender, May 2011
Nearly half of last purchases among those aged 45+ were at mass merchandisers
Figure 32: Retail channel where last purchase was made, by adult age, May 2011
Higher-income parents spread the wealth around
Figure 33: Retail channel where last purchase was made, by household income, May 2011
Motivations to Visit a Children’s Clothing Retailer
Key points
Men more likely than women to be influenced by advertising
Figure 34: Motivations to visit a children’s clothing retailer, by adult gender, May 2011
45+ less likely to be motivated by digital promotions for shopping trips
Figure 35: Motivations to visit a children’s clothing retailer, by adult age, May 2011
Promotional tactics more influential among respondents with higher household incomes
Figure 36: Motivations to visit a children’s clothing retailer, by household income, May 2011
Reasons for Not Shopping at a Particular Retailer
Key points
Price is top deterrent to shopping a children’s clothing retailer
Figure 37: Reasons for not shopping at a particular children’s clothing store, May 2011
Store atmosphere causes men to shift retailers visited
Figure 38: Reasons for not shopping at a particular children’s clothing store, by adult gender, May 2011
Younger consumers more impacted by price, poor quality, long lines
Figure 39: Reasons for not shopping at a particular children’s clothing store, by adult age, May 2011
Quality also plays a determining role in where consumers shop
Figure 40: Reasons for not shopping at a particular children’s clothing store, by household income, May 2011
Typical Behaviors When Shopping for Children’s Clothing
Key points
Women wait for sales and use coupons more when shopping
Figure 41: Typical behaviors when shopping for children’s clothing, by adult gender, May 2011
Older parents (aged 45+) least likely to use coupons—but wait for sales
Figure 42: Typical behaviors when shopping for children’s clothing, by adult age, May 2011
Household income levels play a role in shopping behaviors
Figure 43: Typical behaviors when shopping for children’s clothing, by household income, May 2011
Marital/relationship status impacts shopping behavior
Figure 44: Typical behaviors when shopping for children’s clothing, by marital/relationship status, May 2011
Shopping Companions
Key points
Presence of children when shopping means kids have influence at the store
Figure 45: Shopping companions when buying children’s clothes, May 2011
When men shop, they are less likely to go solo
Figure 46: Shopping companions when buying children’s clothes, by adult gender, May 2011
Attitudes Toward Shopping for Children’s Clothing
Key points
Children’s clothing sizing, styles create challenges for parents
Figure 47: Attitudes toward shopping for children’s clothing, May 2011
Women more opinionated about children’s clothing than men
Figure 48: Attitudes toward shopping for children’s clothing, by adult gender, May 2011
Higher-income households less price sensitive, see themselves as style-setters
Figure 49: Attitudes toward shopping for children’s clothing, by household income, May 2011
Age and gender of children impact parents’ attitudes about clothing
Figure 50: Attitudes toward shopping for children’s clothing, by boy age, May 2011
Figure 51: Attitudes toward shopping for children’s clothing, by girl age, May 2011
Perceptions of Children’s Attitudes toward Shopping
Key points
Girls enjoy shopping, finding styles and sizes is challenging
Figure 52: Adult perception of children’s attitudes toward shopping, by girl age, May 2011
Cartoons appeal to younger boys, sports teams popular for all young boys
Figure 53: Adult perception of children’s attitudes toward shopping, by boy age, May 2011
Impact of Race and Hispanic Origin
Key points
Overall, Hispanic parents less likely to have purchased children’s clothing
Figure 54: Past 12-month children’s clothing purchase incidence, by race/Hispanic origin, May 2011
Black parents spend the most on children’s clothing; Asians spend the least
Figure 55: Amount spent on clothing/shoes for any children younger than 12 in the last 12 months, by race/Hispanic origin, February 2010-march 2011
Figure 56: Median household income by race and Hispanic origin of householder, 2009
Mass merchandisers and value department stores are top destinations
Figure 57: Retail channels typically shopped for children’s clothing, by race/Hispanic origin, May 2011
Hispanic parents motivated by coupons/discount offers
Figure 58: Motivations to visit a children’s clothing retailer, by race/Hispanic origin, May 2011
Other races most sensitive to negative store aspects; more likely to stop visiting certain retailers
Figure 59: Reasons for not shopping at a particular children’s clothing store, by race/Hispanic origin, May 2011
Cost-related factors impact shopping behavior across all races/ethnicities
Figure 60: Typical behaviors when shopping for children’s clothing, by race/Hispanic origin, May 2011
Hispanics more likely to shop with spouses, older children
Figure 61: Shopping companionship, by race/Hispanic origin, May 2011
White parents think children’s clothing is overpriced, more likely to prefer hand-me-downs
Figure 62: Attitudes toward shopping for children’s clothing, by race/Hispanic origin, May 2011
Cluster Analysis
Disengaged Discounters
Demographics
Characteristics
Opportunity
Deal seekers
Demographics
Characteristics
Opportunity
Indifferent Independents
Demographics
Characteristics
Opportunity
Characteristics
Figure 63: Children’s clothing clusters, May 2011
Figure 64: Motivations to visit a children’s clothing retailer, by children’s clothing clusters, May 2011
Figure 65: Reasons for not shopping at a particular children’s clothing store, by children’s clothing clusters, May 2011
Figure 66: Typical behaviors when shopping for children’s clothing, by children’s clothing clusters, May 2011
Figure 67: Attitudes toward shopping for children’s clothing, by children’s clothing clusters, May 2011
Demographics
Figure 68: Children’s clothing clusters, by gender, May 2011
Figure 69: Children’s clothing clusters, by age, May 2011
Figure 70: Children’s clothing clusters, by household income, May 2011
Figure 71: Children’s clothing clusters, by race/Hispanic origin, May 2011
Cluster methodology
Appendix—Other Useful Consumer Tables
Figure 72: Past 12-month children’s clothing purchase incidence, by marital status, education and region, May 2011
Figure 73: Retail channels typically shopped for children’s clothing, by adult age, May 2011
Figure 74: Retail channels typically shopped for children’s clothing, by marital status, May 2011
Figure 75: Retail channels typically shopped for children’s clothing, by region, May 2011
Figure 76: Motivations to visit a children’s clothing retailer, by education, May 2011
Figure 77: Motivations to visit a children’s clothing retailer, by region, May 2011
Figure 78: Reasons for not shopping at a particular children’s clothing store, by region, May 2011
Figure 79: Typical behaviors when shopping for children’s clothing, by region, May 2011
Figure 80: Shopping companions when buying children’s clothes, by adult age, May 2011
Figure 81: Shopping companions when buying children’s clothes, by household income, May 2011
Figure 82: Shopping companions when buying children’s clothes, by marital/relationship status, May 2011
Figure 83: Shopping companions when buying children’s clothes, by region, May 2011
Figure 84: Attitudes toward shopping for children’s clothing, by adult age, May 2011
Figure 85: Attitudes toward shopping for children’s clothing, by region, May 2011
Appendix—Trade Associations
Related research categories
By sector: Apparel and clothing, Children (in Childrenswear)
By market: United States (in North America)
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