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Retailing of childrens clothing in the united kingdom

This trend has led to price cutting across a broad range of retailers in order to maintain their competitive positions.

An economic slowdown is likely to provide extra impetus to this growing trend. Clothing for girls accounts for the largest share of sales in the market, although the under-15 female population is smaller than the male population. This is due to girls having more extensive wardrobes than their male counterparts. Also, the market is more fashion led, which boosts spending. Additionally, the rise in the UK retailing of childrens clothing in the united kingdom rate has resulted in increased spending on babywear.

Three in ten consumers in the UK purchase clothing for children. Even those without children tend to participate in the market by buying items as gifts. Finally, as children get older they are increasingly likely to purchase their clothing themselves.

This is largely due to smaller family sizes and parents having children later in life. A focus on lower prices is not sustainable indefinitely, as profit margins will eventually reach a limit. Current demand also benefits from a higher rate of per capita spending on children. Other fashion trends influenced by adult clothing are vintage chic and prints.

These items tend to command premium prices. Therefore, suppliers will be looking to move price points upwards over the medium term, in order to maintain margins as cheap sourcing becomes more difficult.

Initially, this will mean a rise in the lower price points, but retailers and distributors will also be looking to add value. Additionally, per capita spending on girls tends to be higher, as girls are more likely to take an interest in their appearance and wear a greater variety of clothing than boys. The split tends to occur around the age of nine.

This has been the most appealing end of the market for the newer players, such as the supermarkets, as this age group is less likely to dismiss something bought during a family food-shopping trip.

Over the age of nine, the client base is more vocal and discerning, and fashion is a larger and growing influence. The over-nines are also more brand-conscious and eager to perform their own shopping. Clothing for boys has also experienced growth, generally outperforming the overall clothing market. Infant wear is important strategically to suppliers, who hope that consumer loyalty at this stage will engage long term buying.

This has encouraged the introduction of children fashions by major supermarket chains such as Tesco and ASDA, as well as value retailers such as Primark. Children in the UK are expected to wear some type of uniform to school. This applies to both public and private schools. All retailers have been keen to differentiate their product lines.

The same year, Woolworths upped the fashion element in its range by adding combat pockets to school uniform trousers and three quarter sleeves on cardigans. The range included a 52-inch blazer, trousers with a 42-inch waist and a shirt with a 17.


Its uniforms, which were previously only distributed via mail order, are now available through the retail market. Consequently, larger sizes are higher priced, owing to the additional cost of VAT.

This has been due in part to the aging child population and as a consequence, fewer children. However, the recent rise in the birth rate may lead to a slight uplift in the market over the medium term. Within many two-parent households, both parents are likely to be purchasing items, although one of the two will take the lead.

The age group with the highest purchasing profile is the 25-45 years group. Buying is least likely at either end of the age spectrum: Barbie, Dora the Explorer, etc. Product ties-ins to film, television and other digital media Infant wear Ethical eco-friendly labels for children Sportswear remains a particularly important part of the product mix in this sector since spending levels can be high. For example, soccer team jerseys are a favorite in casual wear for many boys. Sports branding, using popular brand logos and names, is also important.

Brands and characters that appeal to children in the UK generally mirror the U. For older boys, influences such as music can also play a role in defining clothing styles, a trend that a lot of suppliers have focused on. For example, Reebok staged a new event Rbk: Now Playing, which showcased a range of icons including Nelly, Daddy Yankee, Mike Jones, Lupe Fiasco and others in a crossover between the music and sports influences.

Adams Kids

While more apparent in the U. Also, increased media awareness of children has opened the market to more fashion-led influences, as well as merchandising tie-ins with other media, such as music and film. Clothing for infants is an especially attractive market for fashion and designer brands, fueled by images of celebrities and their children in recent years.

Infant wear tends to attract more ethical labels and organic textiles, which has boosted prices in some areas of the market.

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The company operates supermarkets and superstores in the UK. The merger enables the group to offer a full range of clothing for the school market. The companies planned to continue to work independently on distribution.

Primark primed to overtake Next as UK

Boden, an online and catalogue clothing and accessories retailer, launched a babywear collection. The brand previously marketed clothing for children one-year and over, as well as for adults.

The collection was made available in larger stores, as well as online and through mail order. The range is called Crew Kids and is positioned as a premium main street range, targeting the 3 to 13 year-old age category. It debuted in 13 John Lewis stores and five Crew Clothing outlets. The range is supplied by Lipstik Clothing of the U.

Fat Face - a 128-store retailing of childrens clothing in the united kingdom chain, announced that it was to open its first children-only store, which would be located in London. Fat Face plans to extend its presence in John Lewis stores, from 4 to 20, by spring 2008.

GAP- in June 2007, the U. The new look was to be tested in five stores. John Lewis - introduced a school-uniform range made from organic cotton.

The Demo brand for boys and the Freespirit label for girls target the 3 to 16 years age group, with pricing positioned below the premium tier. Toddler products, under the sub-brands Demo Junior and Little Spirit, were also introduced for the 3 months to 5 years age category.

Marks and Spencer PLC - is engaged in the retail of clothing, footwear, food, homewares and furniture, and the provision of financial services, including credit cards, loans, life insurance and pensions.

Mothercare PLC - is involved in the retail of clothing, hardware and toys for mothers-to-be, babies and children up to the age of 8 years. The group had 328 franchised stores in 38 countries.

National Schoolwear Centres - a dedicated school-wear retailer, announced that it planned to open 160 stores over a 5-year period, and the group opened its 60th store selling general and branded school clothing that same month. Clothing was for the newborn to 12 years age range. Many of these companies have been in the business for a long time and have gained the knowledge and experience necessary to work with American companies in developing a market for their new products.

Also, advertising can be a critical element in making a new product line known locally.