Market and Brand Research

Childrenswear Market Research

Market Definition                                                                                                              The childrenswear market includes baby clothing, boys activewear, boys casual wear, boys essentials, boys formalwear, boys formalwear-occasion, boys outerwear, girls activewear, girls casual wear, girls essentials, girls formalwear-occasion, girls outerwear and toddler clothing. Market values are calculated at retail selling price (RSP). Any currency conversions used in the creation of this report have been calculated using constant annual average 2009 exchange rates.

Executive Summary

This Key Note Market Report analyses the UK market for childrenswear, which comprises clothing designed for children under the age of 14. The main sectors of the market include girls’ clothing (ages 2 to 14), boys’ clothing (ages 2 to 14) and infants’ clothing (for under-2 year-olds). In 2010, the total UK market for childrenswear was valued at £5.91bn, after increasing by 6.5% from 2009.

Many factors have helped the growth of the childrenswear market; however, the necessity for children’s clothing will always be the main influence. Other factors, including the fast growth rate of children and consumers disposing of or recycling clothes more frequently, rather than keeping them for other siblings, also have an impact on the industry as more items are being purchased. Furthermore, the growing child population has boosted sales in the industry, while the family structure has changed to benefit sales. Many parents are having children at an older age, when they generally have a higher disposable income, while more families are having fewer children, resulting in an increase per capita being spent on children’s clothing.
Sales slowed down considerably during the recession, owing to consumers being more cautious about spending, while many opted to shop at value and cheaper retailers. However, it is believed that consumers were more likely to cut back on luxuries for themselves rather than reduce their purchasing of clothing for their children during financial hardship.
The recent economic climate in the UK also affected a number of businesses in the children’s clothing market. Both national and independent retailers were forced out of business, while value retailers benefitted from their lower pricing points. Despite this, prices of children’s clothing have recently increased due to many factors, such as the global shortage of cotton, which saw the price of the raw material rise considerably, and the increase in value-added tax (VAT) in the UK in January 2011. The high cost of transportation and the current weak pound are also affecting the cost of clothing and imports into the UK. This has resulted in retailers being forced to increase prices at the tills; some believe these changes could further impact on the decline of the cheap clothing phenomenon.
Over the forecast period (2011 to 2015), Key Note estimates that the UK childrenswear market will witness continual growth. This will be achieved through an increase in prices, adding value to the industry, while the media will further help influence children’s own opinions of clothing (wanting to imitate the latest fashion trends, etc.). Technological advances, including retailers having a greater presence online, will also boost sales. In 2015, Key Note estimates that the total childrenswear market will be worth £6.99bn.

Childrenswear - UK - January 2011
The childrenswear sector enjoyed only modest growth in sales in 2010, driven by a 1.6% rise in newborns and infants. The growing influence of supermarkets and value retailers, however, has depressed the prices of baby and children’s clothing, making it harder for other retailers, particularly independent childrenswear stores, to compete.
Infantswear has continued to be the best performing sector, boosted by the growing number of newborns and under-5s....

Childrenswear Retail in Europe: Market Size, Retailer Strategies and Competitive Success
The childrenswear sector has not been immune to the impact of the recession. 
Research and analysis highlights
Childrenswear is outperforming the overall clothing market despite consumers trading down. Furthermore, the sub sector is increasing its share of total EU clothing expenditure to 10.5%. Growth has been boosted by rising birthrates and increased expenditure per child.
Competition is growing amongst all the core competitor groups in the childrenswear sector. Grocers and department stores are increasing the amount of space allocated to this category while trend focused fashion multiples are tapping into the 'mini-me' sector with many opening stand alone childrenswear stores.
Childrenswear retailers that wish to broaden the presence of their own brand frequently do so by selling the brand at multibrand childrenswear stores or department stores. For example, Catimini operates 155 stores in eight countries, yet sells its branded clothing at 1,446 multibranded stores in 29 different countries.

Childrenswear Branding
When creating a childrenswear (design/retail)company it is important to consider the brand. Extensive market research is necessary as well as branding ideas. It is important for a new company to have USP (unique selling point), in order for it to compete and be successful in the market again well established companies. When branding designs or a company the target market must be considered and tailored to fit to that market. When creating a brand logo's, labels, garment fabric, garment size, finishes, costings must all be considered and incorporated.

SizeSmall Market and Brand Research

SizeSmall is a Childrenswear company based in Denmark. It has an international client base, distributing world wide, with it's clothing sold in boutiques and in independent stores as well as online. The stores can be found in Australia, Denmark, Netherlands, UK, Sweden and Spain. They are now entering the Portuguese and Swiss market.

The styles of SizeSmall copenhagen is urban cool. The clothes have humour and attitude. Funny, sketchy graphics also work to give SizeSmall copenhagen its playful edge. The graphics are created especially for SizeSmall copenhagen by the copenhagen street artist and illustrator, Stony.

SizeSmall is a mid market childrenswear brand. It is designed with durablity, comfort and style in mind. They are more expensive than the high street, but less than designer brands. 
Garments average between 20-40 Euros (17-34 pounds), with limited editions garments costing around 160 Euros (135 pounds).

The fashion industry can be divided into five segments:
  • Haute couture is the most expensive and exclusive of the segments. It is made up of a handful of companies which produce custom-made clothing for the world's wealthiest individuals.
  • The luxury segment is a step down in terms of quality and price, but still serves a wealthy clientele.
  • Affordable luxury targets "aspirational" consumers, those who are not rich enough to afford luxury brands but will accept lower-priced alternatives. - SizeSmall average market
  • The goal of mainstream brands is mass appeal; they sacrifice an air of exclusivity for popularity.
  • Discount brands cater to low-income consumers.

Market and Brand Research for my designs and blog

I have used all my market and brand research of childrenswear to create myself a brand called Kernowkids to present my designs and research on. When considering the brand name I listed other meanings/words to describe/used to say "children" and the word "small":
  • Dinky 
  • Diddy
  • Little
  • Small
  • Teeny
  • Mini
  • Tiny
  • Wee
  • Junior
  • Kids/Kidz
  • Child
  • Kiddy

From my list of ideas I come up with combonation ideas for names:
  • kidscuteclothing
  • kernowkids
  • tutticutie
  • kidiclothing
  • aj'sfashion
  • juniorcothing
  • juniorfashions
  • amy'sdinkydesigns
  • adinkdoo

My Top 3 Brand Ideas Were:
  • adinkydoo
  • kernowkids
  • tuttiecutie
I decided Kernowkids was the most appropriate as it states in the brand name "kids" implying that it's childrenswear.

Kernowkids Meaning behind the brand name?
Kernow means Cornwall in the Cornish language. As I am from Cornwall I thought it appropriate to combing it into my brand name, as I am a Cornish designer. I also thought the alliteration sounded fun and quirky, fitting in with my brand concept.

Kernowkids Logo

Font- Red is a bold colour and contrasting with yellow is proven to be the most eyecatching and appealing colours for advertisemnet. I chose yellow because it ita dominent colour of Cornwall.
The bird in the Logo is of a Cornish Chuff