When it comes to buying kids clothing, the value factor of supermarket shopping is proving increasingly popular according to a latest report by Mintel.
In fact, for the fast time ever, supermarkets have the largest share of the childrenswear market and value sales account for 29% of customer's total spend. The supermarket does not only have the biggest proportion of spend but is also the most popular place to buy children's clothing with 7 out of 10 customers purchasing their children's clothing there.
With twenty-five million Brits buying childrenswear from the supermarket, and an additional 8.5 million buying schoolwear at the same destination, it could be said that parents are opting for the value and convenience of being able to pick up something new for their kids whilst on their weekly shop.
Michelle Strutton, Senior Fashion Analyst at Mintel told the Retail Bulletin: "There is increasing evidence of polarisation in consumer purchasing habits, with value retailers and supermarkets profiting at the expense of variety stores and sports stores in particular, which do not have the unique selling points of low price or high quality. Although the impact of the economic slowdown since 2007 has raised the profile of discounters and supermarkets, it has been the wider investment by such stores in improving the quality and fashion elements of their clothing that has enabled them to take on existing players in the market so successfully."
Indeed, the multiple stores now account for 26.5% and department stores 7% are holding onto their share of the market because they are focusing on the premium end of the market. Online sales now account for 12% of the market. Due to the increase in online sales, mail order has seen a sharp decline to just 3.5%.
It will be interesting to see next year's results. Tesco are currently trialling an embroidery service for their school uniforms, which could steal a part of the schoolwear market. Whilst Boots and Mothercare recently announced that they will collaborate and produce designs to be sold within the Boots stores. Will this be aimed at the value consumer or at the premium end of the market and what effect will their collaboration have on childrenswear sales? Let us know at Blog4Retail.