Infant, Toddler and Preschool Clothing Market in the U.S.

Date: March 1, 2011
Pages: 234
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Publisher: Packaged Facts
Report type: Strategic Report
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Infant, Toddler and Preschool Clothing Market in the U.S.
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In 2011, a full two years after the Great Recession of 2008-2009, U.S. consumers are once again buying their beloved premium and luxury goods, and that includes some ITP clothing and footwear, too. Actually, the upscale influence jazzes up this market across all price-tiers, with famed fashion designers involved in selling little kids’ goods through mass retail, or online. Use of organic fabrics is another driver that is justifying higher price-points...

ITP clothing/footwear is an evergreen market, because the pool of newborns is constantly renewed; yet the same market is mature, for the number of live births has been pinned to the 4.0 million newborns mark, annually, for decades now: Thank some companies’ innovative marketing and design, which have driven retail value to almost $18.4 billion - a figure that could exceed $23.0 billion, as of 2015.

This latest edition of MarketResearch.com’s popular Packaged Facts report describes birth, societal, and licensing trends that drive sales in the mega-market for ITP clothing/footwear. Analysis portrays not only the personality of the ITP clothing/footwear business itself, but also the competitive personalities of players Brown Shoe, Carter’s, Disney, Hanesbrands, The Jones Group, Sun Capital/Gerber Childrenswear, and others. In addition, ample Experian Simmons demographic data are examined in depth.
CHAPTER 1: EXECUTIVE SUMMARY

Two Basic Categories: Clothing and Footwear

ITP Age Brackets

ITP Clothing Sized According to Six Scales

ITP Footwear Size-Ranges

How Obese or Athletic-Type ITPs Are Accommodated

The AAFA Restricted Substances List (RSL)

Insights and Opportunities: An Evergreen Market, Yet Essentially Mature

Insights and Opportunities: Lots of Small Marketers Struggle to Rise Above Commodity Herd

Insights and Opportunities: America’s Turn to Be Overwhelmed by Foreign Brands

Insights and Opportunities: Hot Spots Are Green, Natural, Organic, Recycled, Upscale, Ethnic

Green/Natural/Organic/Recycled

Upscale ITP Products

Hispanic Families

Arab and South Asian Families

Overall ITP Clothing/Footwear Market Climbs Past $19.5 Billion in 2010

Clothing Category Breaks $17.7 Billion Mark

Footwear Category Trends Up to $1.8 Billion

Yoga Moms, Hispanics Are Drivers; Recession, Used Goods Are Drags

Projection for 2015: ITP Clothing/Footwear to Approach $25.2 Billion

Projection for 2015: ITP Clothing Category Will Climb to $22.8 Billion

Projection for 2015: ITP Footwear Foreseen in Leap to $2.3 Billion

Table 1-1: U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers (ITPs),* by Product Category, 2001-2015 (Dollars in Millions)

Mass Merchandisers Reap Half of ITP Clothing Retail Dollars

Shoe Stores Capture Most ITP Footwear Retail Dollars

Table 1-2: Share of U.S. Retail Dollar Sales of ITP Clothing and Footwear, by Category and Retail Channel, 2010 (Dollars in Millions)

Key Deals: Acquisitions, Mergers, Divestments, Spin-Offs

2010

2009

2008

2007

2006

2005

2004

Of All ITP Clothing/Footwear, Tops/Shirts Are Most Widely Purchased

Table 1-3: Numbers of Households Purchasing Infant, Toddler, and Preschooler (ITP) Clothing/Footwear, by Product Type, Total Expenditure, Price, and Children's Age Bracket, 2010 (Households in Thousands; Recent 12 Months)

CHAPTER 2: THE PRODUCTS

Highlights

Introduction

Market Parameters

Other Packaged Facts Reports on Related ITP Product Markets

ITP Age Brackets

Glossary

Apparel

Better

Birth Rates

Bridge (also called “Diffusion”)

Carbon Footprint

Direct Sales (or simply “Direct”)

Ethnic

Fair Trade

Green

ITP

Market versus Category versus Segment

Mass

SKU

Specialty

Supermarket, Chain Drugstore, Mass Merchandiser

Sustainable (also, Renewable)

Methodology

The Products

Two Basic Categories: Clothing and Footwear

ITP Clothing

ITP Footwear

ITP Clothing Sized According to Six Scales

ITP Footwear Size-Ranges

How Obese or Athletic-Type ITPs Are Accommodated

Use of Natural, Organic, Recycled Fibers Is Booming

Regulation and Safety

The Consumer Product Safety Improvement Act (CPSIA) of 2008

The Affordable Footwear Act

Recalls: Horror Stories Now Easily Accessed by Consumers, Even As They Shop

The AAFA Restricted Substances List (RSL)

CHAPTER 3: INSIGHTS AND OPPORTUNITIES

Highlights

Insights & Opportunities

Characterizing the ITP Clothing/Footwear Market

An Evergreen Market, Yet Essentially Mature

Lots of Small Marketers Struggle to Rise Above Commodity Herd

Hot Spots: Green, Natural, Organic, Recycled, Upscale, Ethnic

Green/Natural/Organic/Recycled

Upscale ITP Products

Hispanic Families

Arab and South Asian Families

CHAPTER 4: THE MARKET

Highlights

Market Size and Growth

Overall ITP Clothing/Footwear Market Climbs Past $19.5 Billion in 2010

Yoga Moms, Hispanics Are Drivers; Recession, Used Goods Are Drags

Often, Birth Trends Do Not Sync Up with ITP Clothing/Footwear Sales

Two Other ITP Reports from Packaged Facts

Table 4-1: U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers (ITPs),* by Product Category, 2005-2010 (Dollars in Millions)

Clothing Category Breaks $17.7 Billion Mark

Footwear Category Trends Up to $1.8 Billion

Clothing Accounts for Lion’s Share of Clothing/Footwear Market

Mass Merchandisers Reap Half of ITP Clothing Retail Dollars

Shoe Stores Capture Most ITP Footwear Retail Dollars

Table 4-2: Share of U.S. Retail Dollar Sales of ITP Clothing and Footwear, by Category and Retail Channel, 2010 (Dollars in Millions)

Seasonality: ITP Clothing/Footwear Sales Peak During Second Half of Year

Regionality of Sales: Overall, No Sharp Skews…

…But Northeasterners, Southwesterners Stand Out in Highest Spending-Brackets

Table 4-3: Household Purchasing of Clothing/Footwear for Infants, Toddlers, Preschoolers (ITPs), by Census Region and Amount Spent, 2010 (Households, in Thousands)

Factors in Future Growth

A Stark Truth: Baby Boomlets Do Not Guarantee More ITP Apparel Sales

Population Growth Is a Positive Factor

…And Babies Are an Evergreen Sector, With 4.0 Million Delivered in U.S., Annually

…Yet Market Maturity Is a Challenge

Hard-Number Perspectives on U.S. Birth Trends

Numbers of Live Births: They Peaked in 2007 at 4.3 million

Crude Birth Rate Hits Record Lows in 21st Century

General Fertility Rate Settles into 65.0-69.0 Range for Past 15 Years

Total Fertility Rate Hovers Around 2.0-2.1 Kids Per Woman of Age 15-44

Table 4-4: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1990-2009

Hispanics’ Birth Rates Highest – While Latinas Plan to Spend More on ITP Apparel

Easier for U.S.-Based Marketers to Target (Semi-) Assimilated Hispanics

Hispanic Spending Power Balloons Into Trillions

Latina Moms Ready to Up Spends for Kids’ Clothing/Footwear

Where Did the Yoga Mom Go?

Yoga Mom 1: The Lady Who Luncheth

Yoga Mom 2: Back to Career, Tech-Savvy

Yoga Mom 3: Household Savior

Yoga Mom 4: More Cash, More Dash, More Flash

Gifters: Grandparents, DINKs, GINKs, Empty Nesters Play Stronger Role

Today’s Little Kids Know Style, Brands, Designer Names

Coming Soon: Lots More Pitches Straight to Kids!

Green and Organic Trends Are Highly Positive

Used Goods: We Send Tons of Nearly New Kiddie Clothes to Africa

Recalls: Potential Purchasers Have Easy Access to Horror Stories…

Another Recall?! How Boring!

Projected Sales

ITP Clothing/Footwear to Approach $25.2 Billion in 2015

ITP Clothing Category Will Climb to $22.8 Billion

ITP Footwear Foreseen in Leap to $2.3 Billion

Table 4-5: Projected U.S. Retail Dollar Sales of Clothing/Footwear for Infants, Toddlers, and Preschoolers (ITPs),* by Product Category, 2001-2015 (Dollars in Millions)

CHAPTER 5: THE MARKETERS

Highlights

The Marketers

In Maze of ITP Clothing/Footwear Designers, Importers, Licensees, Licensors, Manufacturers, Retailers – Who Are the Real Marketers?

Green, Recession-Motivated Start-Ups Push Marketer-Count to 1,000-Plus

Most Marketers Are Specialists, and Privately Held

Table of Marketers and Brands

Table 5-1: Selected Marketers and Their Representative Brands of Clothing and Footwear for Infants, Toddlers, and Preschoolers (ITPs), 2011

Marketer and Brand Rankings

Caution: No One Body of Data Paints Total Share Picture

Carter’s Is Still Leader Among ITP Clothing Specialists

Nike, Adidas Are ITP Footwear Leaders

The Competitive Situation

A Fight Against Commoditization

Key Deals: Acquisitions, Mergers, Divestments, Spin-Offs

2010

2009

2008

2007

2006

2005

2004

Eight Competitive Profiles Follow

Competitive Profile: Brown Shoe Company, Inc.

Net Sales Slip to $2.2 Billion in Fiscal 2009

Outlook for Fiscal 2010 Is Quite Rosy

How Buster’s World Has Changed: He’s Still a Kid, But Brown Is State of the Art

How Buster’s World Has Changed 2: Big Brand-Stable Mostly Licensed

Brown Owns 1,400 Shoe Stores; Has Immense Footprint in Cyber-Space, Too

Brown Shoe’s Brands for Adults

Competitive Profile: Carter’s, Inc

Net Sales Approach $1.6 Billion in 2009

Outlook for 2010: A Strong Performance

Carter’s Claims Top Spot in U.S. ITP Clothing Category

Good Value and Stylistic Understatement – Carter’s Biggest Weapons?

Acquisition of OshKosh B’Gosh

Carter’s the Retailer

Competitive Profile: Crocs, Inc

Revenues Slide to $645.8 Million in 2009

A Fad Product Skyrockets, Nosedives, But Builds a Company

Crocs Sells at Both Wholesale and Retail

Competitive Profile: Iconix Brand Group, Inc.

Revenues Balloon to $232.1 Million in 2009

Iconix’ Strategy: Acquire Brands, Manage Them, License Them Out

In 2010, Iconix Bought Rights to Peanuts

Other Iconix Brands That Serve the ITP Crowd

Competitive Profile: Polo Ralph Lauren Corporation

Net Sales of $5.0 Billion in Fiscal 2010

Outlook for FY2011 Is Good

Euro-Sophistication + American Tradition = Ralph Lauren

Ralph Lauren Baby: From Simple Elegance to Vivid Sailing Colors

Introducing

Ralph Lauren’s Retail Presence

Other Polo Ralph Lauren Brands

Three Marketers to Watch

About Boy Babies, Julius the Monkey, and Petunia

Bonobos, Inc.

Saban Capital Group/Paul Frank Industries LLC

Petunia Pickle Bottom Corporation

Product Trends

New Wave 2011: Pastel Designs Give Way to More Definite Colors and Imagery; Plus, Adultification!

Green, Natural, Organic Is Here Already

Cotton Still Rules Organic

Organic ITP Design Slowly Going More Mainstream

Licensing Even More Prevalent

Table 5-2: Selected U.S. Marketers of Infant, Toddler, and Preschooler (ITP) Clothing/Footwear Made from Natural, Organically Grown, or Recycled Materials; and These Marketers' Representative Brands, 2011

Consumer Advertising Positioning

ITP Clothing/Footwear Ads Concentrated in Fashion Media

Upscale Brands Have Upscale Support

Use Of Alternative Media Is On The Increase

ITP Clothing/Footwear Benefits From Ads For Umbrella Brands, By Association

Some Frequent Ad Styles, Formats, and Themes

Words or No Words

It’s a Free Showcase! No, Paid Ad! No, Showcase!

Product Placements Not Always Costly

Popular ITP Clothing/Footwear Themes

…But Hold the Greens?!

Blogs, Mobile, Paparazzi Photos, Social Media, Viral Videos

CHAPTER 6: DISTRIBUTION AND RETAIL

Highlights

Distribution

ITP Clothing/Footwear Product Paths Multiply…

Path 1: Trad Three Steps or Four Steps

Path 2: Direct-to-Store Delivery (DSD)

Path 3: For More Control, Try Vertical Integration

Path 4: Selling Direct-to-Consumer

Some Distributors Are Importers/Exporters, Too

At the Retail Level

U.S. ITP Clothing/Footwear Outlets Number 70,000 – At Least

Mass Is Top Channel for ITP Clothing Sales

Specialty Channel Dominates ITP Footwear Sales

Table 6-1: Share of U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP*) Clothing and Footwear, by Category and Retail Channel, 2010 (Dollars in Millions)

Happy Days for Resale, Despite Mixed Results for Used Kids’ Goods

Retailer Profile: Bain Capital/Gymboree Corporation

Net Sales of $1.0 Billion in Fiscal 2009

Outlook After Acquisition by Bain Capital

Four Well-Differentiated Retail Marques

Retailer Profile: The Children’s Place Retail Stores, Inc

Net Sales of $1.6 Billion in Fiscal 2009

Children’s Place Outlook for 2010 Mixed, Yet Chain Expands

Value, Specialty Are Keys to CPR’s Leadership in Kids’ Clothing Space

Galt Proposes Merger with Carter’s and/or Gymboree

Divorced Disney in 2008

E-tailer Profile: Amazon.com/Quidsi, Inc./Diapers.com

Diapers.com Doubled Sales to $182.0 Million in 2009

Amazon Plucks Quidsi in Full Bloom – For $500.0 Million

Top-Class Biz Duo Grew Diapers.com Lightning Fast

Sorry You Had a Problem

The Baby Registry

CHAPTER 7: THE CONSUMER

Highlights

Kid Nation: Births and Birth Rates

After Boomlet of 2002-2007, Births Slip Below 4.2 Million in 2009

Table 7-1: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1940-2009

Whites Dominate Live Births, Hispanic Baby Force Leaps Past 1.0 Million

Table 7-2: Number of U.S. Live Births, by Race and Hispanic Origin, 1940-2009

“The Crude” Sank to New Low of 13.5 in 2009

Table 7-3: U.S. Crude Birth Rate, by Race and Hispanic Origin, 1940-2009 (Births per Thousand of Overall Population)

Hispanics Have Highest Fertility Rate—By Far

Table 7-4: U.S. General Fertility Rate, 1940-2009 (Births per Thousand Women Age 15-44)

U.S. Total Fertility Rate Slips Below Replacement Level in 2009

About Experian Simmons Information

What It Is

How to Use It

The Overall Gauge

Marketing Regions Defined

Northeast

East Central

West Central

Southeast

Southwest

Pacific

Table 7-5: Projections of Number and Share of U.S. Households, by Demographic Factor, 2010 (Households in Thousands)

The U.S. Infant/Toddler/Preschooler (ITP) Household

Four Key Spheres of U.S. Population by Household

Table 7-6: Children's Presence in U.S. Households, by Number and Age, 2010 (Households in Thousands)

About 42.8 Million Households Buy ITP Clothing/Footwear

Women of Childbearing Age, Affluence, Ethnics, Renters Spur Purchases

Table 7-7: Household Characteristics Most Favoring Purchase of Any Infant, Toddler, and Preschooler (ITP) Clothing or Footwear, 2010 (Households in Thousands; In Recent 12 Months)

Over 17.9 Million Households Buy ITP Clothing/Footwear for Infants

Almost 22.8 Million Households Buy ITP Clothing/Footwear for Toddlers/Preschoolers

Similar Patterns in Purchasing for Infants versus Toddlers/Preschoolers

Table 7-8: Household Characteristics Most Favoring Purchase of Any Infant, Toddler, and Preschooler (ITP) Clothing or Footwear, by Child's Age Bracket, 2010 (Households in Thousands)

Grandparents—View Them as 70.0 Million Potential Gift-Givers

No-Kid Households Do Indeed Buy ITP Clothing/Footwear

Of All ITP Clothing/Footwear, Tops/Shirts Are Most Widely Purchased

Table 7-9: Numbers of Households Purchasing Infant, Toddler, and Preschooler (ITP) Clothing/Footwear, by Product Type, Total Expenditure, Price, and Children's Age Bracket, 2010 (Households in Thousands; Recent 12 Months)

The ITP Clothing Purchaser-Household

Jeans/Dungarees: 10.4 Million Households Buy for Babies, 16.8 Million for Kids 1-5

ITP Jeans Households Skew Affluent—and Not So Affluent

Table 7-10: Household Characteristics Most Favoring Purchase of Jeans/Dungarees for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-11: Household Characteristics Most Favoring Purchase of Jeans/Dungarees for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Outerwear: 8.4 Million Households Keep Babies Warm, 12.5 Million Keep Kids 1-5 Warm

ITP Outerwear Households Both Thrifty and Spendthrift

Table 7-12: Household Characteristics Most Favoring Purchase of Outerwear for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-13: Household Characteristics Most Favoring Purchase of Outerwear for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Sleepwear: 11.9 Million Households Buy Baby PJs, 16.9 Million Buy for Kids 1-5

ITP Sleepwear Households in Clear Skew to Affluence

Table 7-14: Household Characteristics Most Favoring Purchase of Sleepwear for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-15: Household Characteristics Most Favoring Purchase of Sleepwear for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Suits/Dresses: 8.9 Million Households Buy Them for Babies, 13.1 Million for Kids 1-5

For Suits/Dresses, That Dichotomy of Income Levels, Again

Table 7-16: Household Characteristics Most Favoring Purchase of Suits/Dresses for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-17: Household Characteristics Most Favoring Purchase of Suits/Dresses for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Sweats: Bought for Babies by 7.4 Million Households; For Kids 1-5, by 11.6 Million

For Sweats, Income Becomes Less Relevant Above $99 Expenditure

Table 7-18: Household Characteristics Most Favoring Purchase of Sweats for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-19: Household Characteristics Most Favoring Purchase of Sweats for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Tops/Shirts: For Babies, Bought by 13.0 Million Households; for Kids 1-5, by 19.3 Million

ITP Tops/Shirts an Easy Gift, Even If You’re O-L-D

Table 7-20: Household Characteristics Most Favoring Purchase of Tops/Shirts for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-21: Household Characteristics Most Favoring Purchase of Tops/Shirts for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Underwear (excludes diapers): 8.2 Million Households Buy It for Babies, 13.7 Million Buy It for Kids Age 1-5

ITP Underwear Bought by Parents and Those Postponing Kids

Table 7-22: Household Characteristics Most Favoring Purchase of Underwear for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-23: Household Characteristics Most Favoring Purchase of Underwear for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

The ITP Footwear Purchaser-Household

Athletic Shoes: 7.4 Million Households Purchase for Babies, 13.4 Million for Kids Age 1-5

No Surprises in ITP Athletic Shoe Household Profiles

Table 7-24: Household Characteristics Most Favoring Purchase of Athletic Shoes for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-25: Household Characteristics Most Favoring Purchase of Athletic Shoes for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Other Shoes: 7.9 Million Households Buy Them for Babies, 12.9 Million for Kids 1-5

For Other ITP Shoes, Some Older Purchasers Featured

Table 7-26: Household Characteristics Most Favoring Purchase of Other Shoes for Children Under One Year Old, by Amount Spent, 2010 (Households, in Recent 12 Months)

Table 7-27: Household Characteristics Most Favoring Purchase of Other Shoes for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Rain/Snow Boots: 9.7 Million Households Buy for Kids 1-5

ITP Rain/Snow Boots Purchase Marked by Factors That Fade

Table 7-28: Household Characteristics Most Favoring Purchase of Rain/Snow Boots for Children Age 1-5 Years, by Amount Spent, 2010 (Households, in Recent 12 Months)

Household Patronage of Major U.S. Retail Chains

Wal-Mart—of Course—Is Most Widely Shopped U.S. Retailer

Table 7-29: Patronage of Selected U.S. Retail Chains, by Numbers of Households, 2010 (In Thousands)

Appendix: Addresses of Selected Marketers

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