Sunday, February 6, 2011

Childrenswear Retail in Europe


Childrenswear Retail in Europe: Market Size, Retailer Strategies and Competitive Success

The childrenswear sector has not been immune to the impact of the recession, with EU expenditure tumbling 3.5% in 2009. However, its replacement-driven nature has kept sales comparatively resilient, outperforming other clothing categories. As a result, both value and high-end clothing retailers have expanded their childrenswear rangesn leading to intense competition in the sector.
Scope
*Key sector statistics including clothing and childrenswear expenditure, spend per child and growth from 2004 to 2009e in each of the EU27 markets.
*Analysis of emerging players and the sector’s most prominant competitors including ID Group, Mothercare, Orchestra, OVS industry and Zara Kids.
*Strategic recommendations surrounding issues such as in-store services, range diversification, multi-channel retail and global expansion.
*An assessment of the key opportunities and threats impacting the sector including socio-demographic trends and new forms of competiton.
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.
Reasons to Purchase
*Make informed investment decisions by understanding the size of EU childrenswear retail markets and the nature of the competition within them.
*Understand the dynamics of the market and which categories and target segements will produce further market share gains.
*Develop innovative strategies to enhance your retail proposition in areas such as in-store services, loyalty programmes and design collaborations.
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