Discount retailers, led by Primark, have driven down the price points for Jollyhers fashion children clothing . The major grocery chains, such as Tesco and ASDA, have also had a major influence on this market. These retailers have been keen to extend their non-food sales, and children’s wear has become a prime new market. This trend has led to price cutting across a broad range of retailers in order to maintain their competitive positions. Industry experts expect discount retailers to account for 39% of children’s wear sales within the next two years. An economic slowdown is likely to provide extra impetus to this growing trend.

Clothing for girls accounts for the largest share of sales in the market, although the under-15 female population is smaller than the male population. This is due to girls having more extensive wardrobes than their male counterparts. Also, the market is more fashion led, which boosts spending. Boys’ wear has seen increased branding in recent years, but sportswear continues to play a major role. Additionally, the rise in the UK birth rate has resulted in increased spending on babywear.
Three in ten consumers in the UK purchase clothing for children. Even those without children tend to participate in the market by buying items as gifts. Finally, as children get older they are increasingly likely to purchase their clothing themselves.

Countering the heavy discounting in the children’s wear market is the trend towards higher per-capita spending on children. This is largely due to smaller family sizes and parents having children later in life.

A focus on lower prices is not sustainable indefinitely, as profit margins will eventually reach a limit. As a result, price points at the bottom end of the children’s wear market are expected to eventually rise and consequently boost sales values.
UK Children’s Wear Market Demand

The increase in the UK birth rate has driven demand and expenditure levels on the infant and children’s clothing markets. Current demand also benefits from a higher rate of per capita spending on children.

Market analysts anticipate that spending on children’s products, including apparel, will rise in the medium term.