The children's clothing industry at large is huge--with estimated sales of $30.6 billion in 2007--and is growing. The sales
figure represents an increase of 13% in current terms since 2002 and was expected to grow another 12% annually.
Girls' clothing sales for 2007 were estimated to be $10.6 billion, up
23% in current terms since 2002. While girls' clothing was showing the
greatest growth, infant and toddler clothing achieved slightly higher
sales figures, too, estimated at nearly $11 billion in 2007 Mintel Reports: Children's
Clothing July 2007.
Considered as a subset of back-to-school spending, clothing and accessories far exceed any other category, according to a
BIG research survey. The projected average expenditure per family on
back-to-school goods was expected to rise to $440 per family.
In
2007, there were over 52 million children under the age of 12 in need
of wardrobes in the United States. Such a wardrobe includes both basic
everyday clothes and items for special occasions. Furthermore, it
should be noted that some groups of children increased in numbers
during the 2000-2005 period, notably younger children of four years and
under. This, obviously, constitutes a huge clothing market, one in
which See Meez can establish its niche market for Flashionable apparel
and accessories.
What Kids Think
Girls
ages 6 to 11 are significantly more likely to say they keep up with the
latest fashions (50% vs. 28%), and nearly one in five say they "look at
magazines to know what's in fashion." Shopping is one very important
way in which girls learn about keeping in style. Just 12% of those ages
6 to 11 believe that shopping for clothes is "boring," compared to 50%
of boys. Results from Mintel/Spring 2004 Simmons Kid's Survey reveals
interesting attitudes towards fashion, by gender and age. Boys and
girls from 6 to 8 years old believe it is keener to look cool than not.
However, their sense of style and individuality develops as they get
older. Between the ages of 9 and 11, 40% of boys and 39% of girls try
to wear different clothes than their friends.
Opportunities
Incidence of being overweight, 6-11 year olds, 1976-2000
1976-1980 - 6.5%
1988-1994 - 11.3%
1999-2000 - 15.3%
Source: Mintel Reports 2007
The
husky and plus-size market, especially in the United States, continues
to grow in importance, with a 4% increase of overweight 6- to 11-year
olds since 1994. Children's clothing manufacturers and marketers should
be on the lookout for opportunities to cross-market with other
lifestyle brands, like Williams Sonoma and/or Pottery Barn.
Also,
current and future technological breakthroughs will play a significant
role in the direction of fashion in the future, especially in
children's wear. Most developments involve health monitoring and
comfort awareness using "smart" clothing, which will be especially
appealing to parents concerned with the well-being of their children.
Parents are most likely to pay the additional costs of these
technologically advanced products if they can be convinced of their
necessity in everyday life.
In October 2004, National Geographic reported that British scientists
have created a new fabric that guarantees to keep the wearer cool. The
fabric will change shape once it feels the wetness of the wearer's
perspiration, indicating that he or she is too hot. When the technology
is ready to be put on the market, it will very likely appeal to parents
wishing to keep their children as comfortable as possible.
Children's Clothing: Retail Mix
Retail prices for children's apparel, as measured by the Consumer Price
Index (CPI), remained unchanged in 2007, when price increases that
spring were wiped out by a 2.5 percent drop in prices during the fourth
quarter. The year 2007 represented the first in almost a decade wherein
both apparel and footwear prices had either not fallen or had actually
increased. Yet, when compared with the 3.2 percent increase in overall
retail prices, net prices for apparel and footwear continued to fall in
2007. The industry remained in a long-term deflationary cycle in 2007,
but the pace of falling prices seemed slow. Since 1998, retail prices
for children's apparel and footwear have fallen 10.2 percent and 3.5
percent, respectively, while overall retail prices have surged 23.7
percent. This deflationary trend in real prices was likely to continue
in 2008 (Source: American Apparel and Footwear Association, 2008).
Meanwhile, the online share of children's clothing retail sales has
increased.
Annual Children's Apparel Sales by Type of Retail Store (1992-2006) ($Million)
(Source: American Apparel and Footwear Association, 2008)
Internet usage
According to www.itfacts.biz,
roughly 1.4 billion people will use the internet on a regular basis in
2008. In 2012, this number is expected to surpass 1.9 billion unique
users, or 30% of the world's population, according to www.idc.com.
Users will access the internet through more than 1.5 billion devices
worldwide in 2008, including PCs, mobile phones, and online video game
consoles. By 2012, the number of devices accessing the Internet will
double to more than 3 billion, half of which will be mobile devices.
How the Company will leverage this information for growth
From this research and data, See Meez will expand its market presence by utilizing the following business strategies:
- Include a plus-size children's apparel line
- Market most heavily during the back-to-school season
- Continue creating style-conscious clothing designs
- Emphasize internet sales as vital to revenue growth, which in turn requires ever-increasing SEO performance