The U.S. Market for Infant, Toddler and Preschool Clothing

Published: October 1, 2005 - 166 Pages

Table of Contents

  • Executive Summary
    • 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 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 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
      • 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…
  • The Products
    • KEY POINTS
    • Introduction
      • Market Parameters
      • Terms Clarified
      • Methodology
      • Two Basic Categories: Clothing and Footwear
      • Clothing Category Segmented by Three Size-and-Age-Ranges: Infant, Toddler, Preschooler
      • Footwear Size Ranges
  • The Market
    • KEY POINTS
    • Market Size and Growth
      • Overall Market Climbs to Almost $17 Billion in 2005
        • Table 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 Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 (Households, in Thousands)
        • Table Purchasing of Clothing/Footwear for Children Aged Through 11 Years, by Census Region and Amount Spent, 2004 ($400+, $250-$399) (Households, in Thousands)
        • Table 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 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 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 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 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
      • 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 Projected U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers,* by Category, 2005-2010 (In Millions)
  • The Marketers
    • KEY POINTS
      • 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 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 E12.6 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 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 A Sampling of Current and Future Popular Licenses
      • The Top Ten Licensors
        • Table 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
  • 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
  • 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 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 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 Household Characteristics Most Favoring Pregnancy or Recent Births of Children or Grandchildren, 2004 (Households)
      • Numbers of ITP Clothing/Footwear Purchasing-Households
        • Table 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 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 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 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 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 Household Characteristics Most Favoring Purchase of Underwear for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Sleepwear for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Suits/Dresses for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Jeans/Dungarees for Children Aged Under One Year, by Amount Spent, 2004(Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Tops/Shirts for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Outerwear for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Sweats for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table 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 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 Household Characteristics Most Favoring Purchase of Athletic Shoes for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table Household Characteristics Most Favoring Purchase of Athletic Shoes for Children Aged 1- 5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table Household Characteristics Most Favoring Purchase of Other Shoes for Children Aged Under One Year, by Amount Spent, 2004 (Households, in Recent 12 Months)
        • Table Household Characteristics Most Favoring Purchase of Other Shoes for Children Aged 1-5 Years, by Amount Spent, 2004(Households, in Recent 12 Months)
        • Table Household Characteristics Most Favoring Purchase of Rain/Snow Boots for Children Aged 1-5 Years, by Amount Spent, 2004 (Households, in Recent 12 Months)
  • 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
  • Addresses of Selected Marketers

Abstract

Infants, toddlers, and preschoolers (ITP) may be slowly growing sectors of America, but sales of their clothes and footwear are climbing at a much faster pace. Retail value now approaches $17 billion -- and could hit $20 billion by 2010. This latest edition of the popular Packaged Facts report, the U.S. Market for Infant, Toddler and Preschool Clothing, describes the birth, societal, and licensing trends that drive this mega-market. Analysis portrays not only the current personality of the ITP clothing/footwear business, but also the opportunities it provides. Ample Simmons demographic data are examined, as are the battle strategies of Carter’s, Disney, Sara Lee, and others.

Report Methodology
The information in The U.S. Market for Infant, Toddler and Preschool Clothing is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the clothing industry and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Infant, Toddler and Preschool Clothing makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Infant, Toddler and Preschool Clothing offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the children’s clothing industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for infant, toddler and preschool clothing, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for children’s clothing based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for infant, toddler and preschool clothing.
  • Research and development professionals stay on top of competitor initiatives and explore demand for children’s clothing.
  • Advertising agencies working with clients in the children’s clothing industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


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