• Market Parameters
• Overall Market Climbs to Almost $17 Billion in 2005
• Clothing Category Breaks $15 Billion Mark
• Footwear Category Trends Up to $1.6 Billion
• Clothing Accounts for Lion’s Share of ITP Clothing/Footwear Market
• Table 1-1 U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers,* by Category, 2001-2010 (In Millions)
• Projected Sales: ITP Clothing/Footwear Sales to Top $20 Billion
• As of 2010
• Projected Sales: Clothing Category to Push Above $18 Billion
• Projected Sales: Footwear Category to Trend Toward $1.8 Billion
• Under-5 Audience Evergreen, But Growing Very Slowly
• Table 1-2 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
• Ethnics’ Birth Rates Are Highest
• A Big Positive: Potential Mothers on the Rise
• Licensing Drives This Market at All Levels
• Yoga Mommies and Hipster Babies = Higher Price-Points
• Several Hundred ITP Clothing/Footwear Marketers
• Some Shuffling of Companies
• Carter’s the Leading ITP Clothing Specialist
• Stride Rite the Non-Athletic Footwear Leader
• Other Strong Players...
• A Large Share of Media Spending Is Hidden...
• ITP Clothing/Footwear Media Buys at $32 Million - at Minimum - in 2004
• Advertising Overshadowed by Merchandising and Licensing
• The ITP Clothing/Footwear Product Path
• Kids Headquarters Is Largest ITP Clothing Distributor
• Upscale Boutiques Steal Brand Share, Outlet Share
• Organizing the Ages-Old Tradition of Resale...
• The Consumer: Almost 5 Million Households With Kids Under Age 2
• The Consumer: Almost 2.5 Million Expectant Mother-Households in Fall 2004
• The Consumer: First Child, Second Child, Grandchild…
• The Consumer: Expectant Households Characterized by Youth, Specific Minorities - and Kids Already There
• The Consumer: Factors in Recent Births of Kids or Grandkids Are Slightly More Focused…

Chapter 2 The Products

• KEY POINTS
• Introduction
  • Market Parameters
  • Terms Clarified
  • Methodology
  
  
• The Products
  • Two Basic Categories: Clothing and Footwear
  • Clothing Category Segmented by Three Size-and-Age-Ranges: Infant, Toddler, Preschooler
  • Footwear Size Ranges

Chapter 3 The Market

• KEY POINTS
• Market Size and Growth
  • Overall Market Climbs to Almost $17 Billion in 2005
  • Table 3-1 U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers, by Category, 2001-2005*(In Millions)
  • Expanding Population, Licensing, Style-Sense Drive Retail
  • Infant/Toddler Clothing CPI Outperforms Other Clothing CPIs
  • Clothing Category Breaks $15 Billion Mark
  • Footwear Category Trends Up to $1.6 Billion
  • Clothing Accounts for Lion’s Share of ITP Clothing/Footwear Market
  • Regionality of Sales
  • Table 3-2a Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 (Households, in Thousands)
  • Table 3-2b Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 ($400+, $250-$399) (Households, in Thousands)
  • Table 3-2c Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 ($200-$249, $150-$199) (Households, in Thousands)
  • Table 3-2d Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 ($100-$149, $50-$99) (Households, in Thousands)
  • Table 3-2e Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 (under $50) (Households, in Thousands)
  
  
• Factors in Future Growth
  • America Lavishes Kids With Love, Care and Style-Sense
  
  
• Birth Trends
  • Types of Birth Rates Explained
  • Under-5 Audience Evergreen, But Growing Very Slowly
  • Table 3-3 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
  • Ethnics’ Birth Rates Are Highest
  • A Big Positive: Potential Mothers on the Rise
  • Table 3-4 Projected U.S. Population of Potential Mothers (Women Aged 15-44), 2005-2020 (In Thousands)
  • Licensing Drives This Market at All Levels
  • Yoga Mommies and Hipster Babies = Higher Price-Points
  • Purchase/Wear-and-Tear/Replacement Cycles
  • The Grandparent Factor
  • Celebrity Moms Are Emulated
  • Outlook by Category
  • Clothing
  • Footwear
  
  
• Projected Sales
  • ITP Clothing/Footwear Sales to Top $20 Billion As of 2010
  • Clothing Category to Push Above $18 Billion
  • Footwear Category to Trend Toward $1.8 Billion
  • Table 3-5 Projected U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers,* by Category, 2005-2010 (In Millions)

Chapter 4 The Marketers

• KEY POINTS
• The Marketers
  • Sometimes Difficult to Distinguish Marketers from Licensors from Retailers...
  • Several Hundred ITP Clothing/Footwear Marketers
  • Some Shuffling of Companies
  • Table of Marketers and Brands
  • Table 4-1 Leading Marketers and Their Representative Brands of Clothing and Footwear for Infants, Toddlers, and Preschoolers
  
  
• Marketer Shares
  • Special Note
  • Carter’s the Leading ITP Clothing Specialist
  • Stride Rite the Non-Athletic Footwear Leader
  • Other Strong Players...
  
  
• Competitive Profile: Brown Shoe Company, Inc.
  • Net Sales Surpass $1.9 Billion in 2004
  • A Roster of Long-Established Brands and High-Profile Licenses
  • Brown Owns 1,300 Retail Stores
  • Brown’s Adult Brands
  
  
• Competitive Profile: Carter’s, Inc.
  • Net Sales of $823 Million in 2004
  • The ITP Clothing Industry’s Most Powerful Specialist
  • Carter’s Acquires OshKosh B’Gosh
  • Carter’s the Retailer
  
  
• Competitive Profile: Kellwood Co./Gerber
• Childrenswear, Inc.
  • Net Sales of $2.6 Billion in 2004
  • Born of Consolidation, Built by Acquisition
  • Other Kellwood Fashion Marques
  
  
• Competitive Profile: Moët Hennessy Louis Vuitton SA (LVMH)/Donna Karan International, Inc.
  • Net Sales Exceed €12.6 Billion in 2004
  • Donna Karan Ventures Into ITP Clothing
  
  
• Competitive Profile: Sara Lee Corporation
  • Net Sales of $19.3 Billion in Fiscal 2005
  • Sara Lee to Spin Off Apparel Division in 2006
  • Will Other Brands Still Provide Leverage?
  
  
• Competitive Profile: The Stride Rite Corporation
  • Net Sales Reach $558 Million in 2004
  • Table 4-2 The Stride Rite Corporation, Net Sales by Brand/Business Segment, 2004
  • Stride Rite the Cornerstone Brand - and Retail Marque
  • Stride Rite Acquiring Saucony
  
  
• Marketing and Product Trends
  • Licensing, Licensing, Licensing
  • Table 4-3 A Sampling of Current and Future Popular Licenses
  • The Top Ten Licensors
  • Table 4-4 Top Ten Licensors, 2004 (Dollars in Billions)
  • Infantwear Gift Sets
  
  
• Consumer Advertising Expenditures
  • A Large Share of Media Spending Is Hidden...
  • ITP Clothing/Footwear Media Buys at $32 Million - at Minimum - in 2004
  • Gap Spends Over $12 Million
  • Ralph Lauren, Sara Lee Spend in $5 Million-Plus Range
  • Three Marketers Budget $1 Million-Plus
  • Nine Other Significant Spenders
  
  
• Consumer Advertising Positioning
  • Advertising Overshadowed by Merchandising and Licensing
  • Durability
  • Baby-Softness
  • Upscale Cachet
  • Adult Appeal
  • Licensed Characters
  • Lots of Retailer Tags
  
  
• Trade Shows
  • AmericaSmart, Atlanta
  • KidShow
  • Licensing International
  • Magic Kids
  • StyleMax

Chapter 5 Distribution and Retail

• Distribution
  • The ITP Clothing/Footwear Product Path
  • Kids Headquarters Is Largest ITP Clothing Distributor
  
  
• Retail Focus: Upscale Boutiques
  • Stealing Brand Share, Outlet Share
  • Boutique Examples
  
  
• Retail Focus: Vintage Clothing Chains
  • Organizing the Ages-Old Tradition of Resale...
  • Once Upon a Child: A Chain of 215 Resale Stores
  • The Children’s Orchard Chain of 90 Resale Stores

Chapter 6 The Consumer

• KEY POINTS
• The ITP Clothing/Footwear Consumer-Household
  • Special Note About Simmons Data
  • Almost 5 Million Households With Kids Under Age 2
  • Table 6-1 Numbers of U.S. Households with Children Present, by Age of Those Children, 2004(Thousands of Households)
  • Almost 2.5 Million Expectant Mother-Households in Fall, 2004
  • First Child, Second Child, Grandchild…
  • Table 6-2 Numbers of Households With Pregnant Mothers, or Recent Births of Children or Grandchildren, 2004(Thousands of Households, in Recent 12 Months)
  • Expectant Households Characterized by Youth, Specific Minorities - and Kids Already There
  • Factors in Recent Births of Kids or Grandkids Are Slightly More Focused…
  • Table 6-3 Household Characteristics Most Favoring Pregnancy or Recent Births of Children or Grandchildren, 2004 (Households)
  • Numbers of ITP Clothing/Footwear Purchasing-Households
  • Table 6-4 Household Characteristics Most Favoring Purchase of Children's Clothing, by Age of Children, 2004(Households, in Recent 12 Months)
  • Amounts Spent Skew by Product Type and Gift-Giving
  • Table 6-5 Numbers of Households Purchasing Clothing/Footwear for Infants, Toddlers, and Preschoolers, by Product Category/Segment, Age Bracket, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • In Spending by Kid Age Bracket, Age Skews and College Figure
  • Table 6-6 Household Characteristics Most Favoring Purchase of Any Clothing or Shoes for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-7 Household Characteristics Most Favoring Purchase of Any Clothing or Shoes for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Solid Demographic Patterns Are Evident
  • Gender
  • Age
  • Education
  • Employment Status
  • Marital Status
  • Region
  • Race/Hispanic Origin
  • Household Income
  • Household Size
  • Children in Household, by Age
  • Residence
  
  
• The ITP Underwear Consumer-Household
  • Over 8 Million Households Purchase Underwear for Kids Aged <1
  • Over 13 Million Households Purchase Underwear for Kids Aged 1-5
  • Table 6-8 Numbers of Households Purchasing Underwear for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • Demographic Profiles Mirror General Pattern
  • Table 6-9 Household Characteristics Most Favoring Purchase of Underwear for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-10 Household Characteristics Most Favoring Purchase of Underwear for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  
  
• The ITP Sleepwear Consumer-Household
  • Households Buying Sleepwear for Kids 1-5 Approach 15 Million
  • Table 6-11 Numbers of Households Purchasing Sleepwear for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • In ITP Sleepwear Demographics, Only a Few Breaks From
  • the Norm
  • Table 6-12 Household Characteristics Most Favoring Purchase of Sleepwear for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-13 Household Characteristics Most Favoring Purchase of Sleepwear for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  
  
• The ITP Suits/Dresses Consumer-Household
  • Nine Million Households Buy Suits/Dresses for Kids
  • Aged Under 1
  • ...Twelve Million Households Buy Them for Kids 1-5
  • Table 6-14 Numbers of Households Purchasing Suits/Dresses for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • Some Notable Exceptions to the Demographic Rule
  • Table 6-15 Household Characteristics Most Favoring Purchase of Suits/Dresses for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-16 Household Characteristics Most Favoring Purchase of Suits/Dresses for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • The ITP Jeans/Dungarees Consumer-Household
  
  
  • Almost 9 Million Households Purchase Jeans for Kids <1
  • More Than 16 Million Households Purchase Jeans for Kids 1-5
  • Table 6-17 Numbers of Households Purchasing Jeans/Dungarees for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • Jeans/Dungarees Demogs That Break From the ITP Norm
  • Table 6-18 Household Characteristics Most Favoring Purchase of Jeans/Dungarees for Children Aged Under One Year, by Amount Spent, 2004(Households, in Recent 12 Months)
  • Table 6-19 Household Characteristics Most Favoring Purchase of Jeans/Dungarees for Children Aged 1-5 Years, by Amount Spent, 2004(Households, in Recent 12 Months)
  • The ITP Tops/Shirts Consumer-Household
  
  
  • For Kids 1-5, a Purchaser-Household Base of 19 Million
  • Table 6-20 Numbers of Households Purchasing Tops/Shirts for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • Grandparent Factor Surfaces in Some Tops/Shirts Breakouts
  • Table 6-21 Household Characteristics Most Favoring Purchase of Tops/Shirts for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-22 Household Characteristics Most Favoring Purchase of Tops/Shirts for Children Aged 1-5 Years, by Amount Spent, 2004(Households, in Recent 12 Months)
  
  
• The ITP Outerwear Consumer-Household
  • Eight Million Households Buy Outerwear for Kids Under Age 1
  • Over 12 Million Households Buy Outerwear for Kids 1-5
  • Table 6-23 Numbers of Households Purchasing Outerwear for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004(Thousands of Households, in Recent 12 Months)
  • In ITP Outerwear Profiles, Little Differs From the Golden Rule
  • Table 6-24 Household Characteristics Most Favoring Purchase of Outerwear for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-25 Household Characteristics Most Favoring Purchase of Outerwear for Children Aged 1-5 Years, by Amount Spent, 2004(Households, in Recent 12 Months)
  • The ITP Sweats Consumer-Household
  
  
  • Purchaser-Base for Sweats for Kids <1 Is Almost 7 Million Households
  • …And Base for Sweats for Kids 1-5 Is 10 Million Households
  • Table 6-26 Numbers of Households Purchasing Sweats for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • Sweats Demog Profiles: Yet Again, Few Deviations From
  • ITP Pattern
  • Table 6-27 Household Characteristics Most Favoring Purchase of Sweats for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-28 Household Characteristics Most Favoring Purchase of Sweats for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  
  
• The ITP Footwear Consumer-Household
  • Almost 7 Million Households Buy Athletic Shoes for Kids <1 Year
  • Almost 13 Million Buy Athletic Shoes for Kids Aged 1-5
  • Over 7 Million Households Buy “Other” Shoes for Kids <1
  • Over 11 Million Households Buy “Other” Shoes for Kids 1-5
  • Seven Million Households Buy Rain/Snow Boots for 1-5-Year-Olds
  • Table 6-29 Numbers of Households Purchasing Footwear for Infants, Toddlers, and Preschoolers, by Age of Child, and Amount Spent, 2004 (Thousands of Households, in Recent 12 Months)
  • Few Anomalies in ITP Footwear Purchasing-Profiles
  • Table 6-30 Household Characteristics Most Favoring Purchase of Athletic Shoes for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-31 Household Characteristics Most Favoring Purchase of Athletic Shoes for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-32 Household Characteristics Most Favoring Purchase of Other Shoes for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • Table 6-33 Household Characteristics Most Favoring Purchase of Other Shoes for Children Aged 1-5 Years, by Amount Spent, 2004(Households, in Recent 12 Months)
  • Table 6-34 Household Characteristics Most Favoring Purchase of Rain/Snow Boots for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)

Chapter 7 Trends and Opportunities

• Advice One: Think Creatively About Licensing for ITP Clothing/Footwear
• Advice Two: Extend Adult Franchises into ITP
• Advice Three: Heed the Yoga Mommies

Appendix: Addresses of Selected Marketers