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

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Infant, Toddler and Preschool Clothing Market in the U.S.
Published on March 2011

Report Summary

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.

Table of Content

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

Infant, Toddler and Preschool Clothing Market in the U.S. (From Slideshare) Page 1/11


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
Outlook After Acquisition by Bain Capital
Four Well-Differentiated Retail Marques
Retailer Profile: The Children's Place Retail Stores, Inc



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,
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,
Table 7-15: Household Characteristics Most Favoring Purchase of Sleepwear for Children Age 1-5 Years, by Amount Spent, 2010
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,
Table 7-17: Household Characteristics Most Favoring Purchase of Suits/Dresses for Children Age 1-5 Years, by Amount Spent, 2010
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
Table 7-19: Household Characteristics Most Favoring Purchase of Sweats for Children Age 1-5 Years, by Amount Spent, 2010
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,
Table 7-21: Household Characteristics Most Favoring Purchase of Tops/Shirts for Children Age 1-5 Years, by Amount Spent, 2010
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,
Table 7-23: Household Characteristics Most Favoring Purchase of Underwear for Children Age 1-5 Years, by Amount Spent, 2010



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
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,
Table 7-27: Household Characteristics Most Favoring Purchase of Other Shoes for Children Age 1-5 Years, by Amount Spent, 2010
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,
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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