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Childrenswear Retail In Europe: Market Size, Retailer Strategies And Competitive Success -aarkstore

Childrenswear Retail In Europe: Market Size, Retailer Strategies And Competitive Success -aarkstore

Table of Contents :

Executive Summary 2

Struggling mid-market specialists are being squeezed out of the childrenswear market 2

Childrenswear in the EU has suffered a decline as consumers cut back and trade down 2

Replacement purchases have maintained the subsector's resilience 2

Childrenswear share of the total market is rising 2

Cautious spending patterns have provided a boost for value operators 2

Intense competition at the value end has pushed childrenswear specialists upmarket 2

Polarisation has pushed the market in opposing directions 3

A broadening competitor mix has put pressure on child specialists 3

Diverging retail concepts have responded to different kinds of children and family needs 3

Specialists have implemented new initiatives to drive sales and remain competitive 3

Broadening their offer to target wider audiences is helping retailers maximise revenue 3

Developing a global network will boost revenues and broaden a brand's reach 3

Increasing fashionability will help to improve the perception of a brand 4

Retailers are capitalising on their knowledge in the childcare arena 4

A multichannel strategy captures all sales opportunities 4

Table of Contents 5

Table of figures 6

Table of tables 7

EU Clothing Market Overview 8

The EU27 has suffered major falls in overall clothing expenditure since 2007 8

Newer member states are still lagging behind in per capita clothing expenditure 12

Specialist clothing retail sales have followed the downward trend of overall clothing spend 13

Childrenswear in the EU 17

Childrenswear expenditure has declined, but less sharply than the total clothing market 17

Necessity-driven purchasing makes childrenswear the more resilient clothing sector 17

A focus on value and more cautious spending patterns are evident across all EU markets 17

Core Childrenswear Markets 24

Childrenswear expenditure in France accounts for nearly a fifth of the EU total 24

The French childrenswear market remains large despite weak growth rates 26

Birth rates in France will continue to be higher than average 26

Key competitor mix - specialists form a very large part of France's childrenswear market 28

Recent developments - rising competition is forcing childrenswear retailers to seek new growth avenues 32

Intense competition is forcing domestic retailers to focus across the border 32

Kiabi is consolidating its position through the acquisition of Vti 32

ID Group moves away from clothing to differentiate its brand 33

Outlook - growing competition will result in a changing retail landscape 33

Falls in retail prices are not maintainable 33

Wholesale is a key strategy in the face of intense competition 33

Meanwhile, international players continue to expand in the market 33

Childrenswear takes a marginal share of the sluggish German clothing market 34

We forecast that the childrenswear market will stabilise in 2010 34

Key competitor mix - the German clothing market is dominated by a large number of value players 37

Recent developments - as the value end becomes more saturated, retailers are eyeing the high-end market 40

Competition at the value end heats up as Primark enters the market 40

American Apparel is looking to capitalise on the upper tier of the market 41

Mothercare is extending its reach in Germany as an all-round child specialist 41

Struggling luxury retailer Escada is re-launching its childrenswear range 42

Outlook - the market will be tested by further polarisation and declining birth rates 42

The demise of the department store is leading to increased competition from specialists on the high street 42

Mid-market and upmarket players have launched standalone childrenswear stores 42

The market is set to polarise further 42

Differentiation is key to staying afloat 42

Declining birth rates will hit babywear specialists 43

While clothing sales are suffering, childrenswear is gaining ground in the market in Italy 44

Consumers in Italy are still maintaining their spend on their children 44

Key competitor mix - mid- to high-end players continue to grow in Italy's childrenswear market 47

Recent developments - domestic and international mid-end players are increasingly entering the market 49

Abercrombie & Fitch is targeting Italian kids 49

Benetton is marketing its childrenswear range through a dedicated pop-up shop 49

Gruppo Coin boosts its presence of OVS Kids through the acquisition of Upim 50

Outlook - income per child through falling birth rates will boost revenues for high-end players in the future 50

Childrenswear is picking up the slack of falling clothing expenditure 50

Falling birth rates will keep mid- to high-end players outperforming the market 50

Sluggish economic recovery will fuel the growth of value players 50

Childrenswear has been resilient in the face of a declining Spanish clothing sector 51

Spanish parents are continuing to spend on childrenswear clothing 51

Key competitor mix - Spain has a variety of clothing players across the price spectrum 53

Recent developments - childrenswear specialists continue to gain ground in the market 56

International chains continue to target Spain 56

Child specialist chains are riding on the sector's resilience to continue to expand 57

Prenatal invests in larger stores to become a department store for children 57

Custo Barcelona launches a full childrenswear line 57

Bboli's growth has been driven by the addition of new franchises 57

Children's clothing brand Carib closes down as it falls victim to the crisis 58

Charanga bolsters its low-cost offer through a factory outlet concept 58

Outlook - childrenswear specialists battle for alternative growth channels 59

Pressure from large chains has pushed childrenswear specialists to differentiate 59

Domestic players continue to look abroad for growth opportunities 59

Franchising presents growth opportunities for smaller childrenswear specialists 59

The childrenswear sector in the UK is outperforming the overall clothing market 60

Childrenswear outperformed the overall clothing market for the first time in 2008 60

Key competitor mix - only two major childrenswear players exist in the UK clothing market 63

Recent developments - childrenswear continues to struggle as multiples enter the subsector 65

Childrenswear specialists have to work hard to keep up with the rise of value retailers and grocers 65

Mothercare is increasing its brand exposure through a new contract with Boots 65

Mid-market specialist Adams calls in administrators for the third time 65

Mid-market fast fashion multiple River Island is launching a childrenswear range 66

Online is emerging as a vital channel for niche high-end specialists 66

Outlook - despite increased polarisation in the market, lower prices will soon start to rise 67

Grocers will continue to aggressively expand their childrenswear ranges 67

The polarisation of the market will squeeze out mid-market players 67

Tightening sales volumes in 2010 mean that exceptionally low prices are unsustainable 67

Rising demand will help to fuel competition 67

Strategic Issues 68

Changing demographics will greatly impact growth in the childrenswear market 68

Europe's ageing population is resulting in fewer children 68

The child population in the EU is declining 69

Smaller family sizes and motherhood later in life will boost children's spending power 71

Rising levels of obesity mean that children are resorting to larger clothing sizes 73

Competition is heating up in the childrenswear market as other retailers move in 75

Grocers, value players, fashion multiples and online retailers offering childrenswear are on the rise 75

High-end clothing retailers are extending their childrenswear ranges 76

Trend-focused mid-market retailers are branching out i

For more information, please contact :

http://www.aarkstore.com/reports/Childrenswear-Retail-in-Europe-Market-Size-Retailer-Strategies-and-Competitive-Success-45455.html

by: aarkstore enterprise
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Childrenswear Retail In Europe: Market Size, Retailer Strategies And Competitive Success -aarkstore