This report examines the childrenswear market in Northern Ireland and the Republic of Ireland, highlighting the factors that are currently driving or curtailing the market. Key trends in the childrenswear market are underpinned in the Market Drivers and the Consumer sections of this report.
The report analyses the intensifying competition in the childrenswear market, as a broader variety of retailers seek to increase their market value through new store openings and expanding their current market segments, to appeal to a broad range of children.
Findings highlight how value for money is an important factor for all parents purchasing childrenswear clothing. As children grow, many parents are not prepared to spend considerable amounts on clothing with a very limited life-span.
This report on Childrenswear Retailing in Ireland provides a market size breakdown of the childrenswear market in NI and RoI, market profiles of all the major players competing for a slice of the market and market sales values for the leading players in NI and RoI in 2002/03. The report also includes consumer research commissioned from Millward Brown Ulster which details retail distribution patterns and frequency of browsing and purchasing clothing by specific consumer groups. The Target Group Index, provided by the BMRB, reveals consumer expenditure for clothing items purchased in both markets in 2003.
Companies mentioned in the report include:
Arnotts, Bhs, Brown Thomas, Debenhanms, Heatons, Littlewoods, Marks & Spencer, Roches Stores, Woolworths Groupb Plc, Adams, Benetton, Boots Plc, Tammy Girl (Etam), Gap Inc., H&M, Jigsaw, Laura Ashley, Monsoon, Mothercare, New Look, Next Zara, Dunnes Stores, Matalan, Poundstretcher, Primark/Penneys, TK Maxx, Argos, Freemans, Mini Boden, Blooming Marvellous, Tesco, Sainsbury's
TABLE OF CONTENTS
Introduction and Abbreviations
Executive Summary
Value for money
The teenage years
Increasing competition for mid-market retailers
Children growing larger at younger age
Fast-fashion
Multi-channel shopping
Consumer expenditure on childrenswear
Designer versus discount
Market Drivers
Northern Ireland economy
- Figure 1: Economic outlook, NI, 2002-04
Republic of Ireland economy
- Figure 2: Economic outlook, RoI, 2002-04
Demographics
- Figure 3: Socio-economic classifications, NI and RoI, 2001-03
The make-up of employed persons in NI
- Figure 4: Make-up of employed persons (000) and percentage change, NI, 2000-03
Employment levels RoI
- Figure 5: Make-up of labour force, by working status, RoI, 1998-2003
Declining birth rates
- Figure 6: Birth rates, by age of female, NI and RoI, 1995-2003
Births by mother's age NI
- Figure 7: Births by mother's age, NI, 1997-2002
Births by mother's age in RoI
- Figure 8: Birth by mother's age, RoI, 1998-2003
Population trends in children in NI
- Figure 9: Population trends in children (000), NI, 2000-06
Population trends in children RoI
- Figure 10: Population trends in children (000), RoI, 1998-2003
Adult population Northern Ireland
- Figure 11: Population in Northern Ireland, 1998-2007
Adult population Republic of Ireland
- Figure 12: Adult population, RoI, 1998-2007
The pester years
No VAT on childrenswear clothing
Fashion trends and designer labels
Online shopping
- Figure 13: Agreement to 'I have purchased goods on the Internet in the last few months', by demographics, NI and RoI, 2003
Credit
- Figure 14: Penetration of credit cards, NI and RoI, 2001-03
Market Size and Segmentation
- Figure 15: All-Ireland market size estimates, 1997-2003
- Figure 16: Market size of childrenswear market, Northern Ireland, 1997-2003
- Figure 17: Market size of childrenswear market, Republic of Ireland, 1997-2003
Retailer Profiles
Department stores and variety stores
Arnotts
- Figure 18: Arnotts: financial results, 2001-03
Bhs
- Figure 19: Bhs, financial information, UK, 2000-03
Brown Thomas
Debenhams
- Figure 20: Financial information, Debenhams, UK, 2000-04
Heatons
Littlewoods
- Figure 21: Littlewoods financial information, UK, 2000-03
Marks & Spencer
- Figure 22: Marks & Spencer, financial information, 2000-04
Roches Stores
Woolworths Group Plc
- Figure 23: Financial information, Woolworths Group plc, 2001-04
Specialised stores
Adams
- Figure 24: Financial information, Adams, 2000-03
Benetton
- Figure 25: Benetton (UK): financial highlights, 2000-03
Boots Plc
- Figure 26: Financial information, Boots plc, UK, 2000-04
Tammy Girl (Etam)
- Figure 27: Etam, financial information, UK, 2000-04
Gap Inc
- Figure 28: Gap (UK) stores and productivity, 2000-03
H&M
- Figure 29: H&M (UK): financial performance, 1998-2002
Jigsaw
Laura Ashley
Monsoon
- Figure 30: Monsoon plc outlet numbers, 2001-03
Mothercare
- Figure 31: Mothercare plc Europe, financial information, 2000-03
New Look
- Figure 32: New Look, financial information, 2000-03
Next
- Figure 33: Next, financial results, 2002-03
Zara
- Figure 34: Financial information, Zara UK, 2000-03
Value chains/discounters
Dunnes Stores
- Figure 35: Dunnes Stores, financial information, 1999-2002 36
Matalan
- Figure 36: Matalan: number of stores and productivity, UK, 2000-03
Poundstretcher
Primark/Penneys
- Figure 37: Primark financial results, 2002-03
TK Maxx
- Figure 38: TK Maxx: financial performance, UK, 2000-03
Catalogue retailers
Argos
Freemans .gif)
Mini Boden
Blooming Marvellous
Supermarket multiples
Tesco
Sainsbury's
Sportswear retailers
Factory outlets
Distribution
- Figure 39: Republic of Ireland major department and variety store retailers, 2002/03
- Figure 40: Republic of Ireland, major clothing, textiles and footwear retailers, 2002/03
- Figure 41: Northern Ireland leading clothing specialists, 2002
The Consumer
Shops normally buy clothes from NI
Popularity of childrenswear from stores also offering menswear & womenswear
- Figure 42: Shops normally buy clothes from, by age, NI, March 2004
Non chief income earner reveals higher penetration for purchasing clothing
- Figure 43: Shops normally buy clothes from, by gender and household status, NI, March 2004
Dunnes & M&S most popular with NI consumers
- Figure 44: Shops normally buy clothes from, by working status, NI, March 2004
Shops normally buy clothes from RoI
80% of females in RoI shop in Dunnes
- Figure 45: Shops normally buy clothes from, RoI, March 2004
Popularity of independents in RoI
- Figure 46: Shops normally buy clothes from, by working status, RoI, March 2004
Dual income consumers lucrative market for retailers
- Figure 47: Shops normally buy clothes from, by marital status and social class, RoI, March 2004
Frequency just browse for clothes
- Figure 48: Frequency just browse for clothes, by age and demographics, NI, March 2004
Female consumers more prone to browsing
- Figure 49: Frequency just browse for clothes, by gender, marital status and household status, NI, March 2004
Frequency just browse for clothes RoI
10% of females browse twice or more a week
- Figure 50: Frequency just browse for clothes, RoI, March 2004
RoI consumers more prone to browsing once a week or less
- Figure 51: Frequency just browse for clothes, by socio-economic classifications, RoI, March 2004
Frequency actually buy clothes
NI consumers more likely to purchase once a month
- Figure 52: Frequency actually buy clothes, by age and socio-economics, NI, March 2004
The non-chief income earner buys clothing more frequently
- Figure 53: Frequency actually buy clothes, by working status and household status, NI, March 2004
- Figure 54: Frequency actually buy clothes, RoI, March 2004
Housewives buy clothes less frequently
- Figure 55: Frequency actually buy clothes, by working status, RoI, March 2004
35% of adults in NI have purchased childrenswear
- Figure 56: Any amount spent on childrenswear clothing, by age and socio-economics, NI, 2003
77% of women aged 25-44 bought childrenswear
- Figure 57: Any amount spent on children's clothing, by women, children and socio-economics, NI
35-44 age group in RoI represents highest penetration
- Figure 58: Any amount spent on childrenswear clothing, by age and socio-economics, RoI, 2003
64% of women in RoI spent any amount on childrenswear
- Figure 59: Any amount spent on children's clothing by women, children and family socio-economic classification, RoI, 2003
The Future
Fashion
Strengthening the retail brand
Higher spend per child
Low priced goods and top price brands
Multi-channel retailing
Product benefits & innovation
The fast fashion concept
Designer branded labels
The shopping experience
The supermarket multiples
Forecast
- Figure 60: Forecast of childrenswear market, at current prices, RoI, 2003-08
- Figure 61: Forecast of childrenswear market, at current prices, NI, 2003-08
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