BABY AND KIDS FOCUS PASSED:Layout 1 16/03/2009 14:29 Page 56
BABY & KIDSWEAR
Keeping up with the kids
With retail remaining
relatively robust and
potential markets in the
promotional sector include
nurseries, sports centres and
a growing number of small
online retailers supplying
custom made garments,
2009 could prove to be a
good year for childrenswear.
However, the children’s
clothing market is different
to its adult counterpart and
has its own particular needs.
Sara McDonnell explains
I
n times of financial uncertainty it’s good to have strength in the retail sector in recent years, and will almost certainly have been parental as well as
some certainties to base your business around. seems to be bearing up reasonably well under personal input into that choice of garment. A child’s
One undeniable fact about the childrenswear current financial conditions. John Lewis recorded a choice of clothing will be inspired by a TV
market is that children will always need clothing – four per cent rise in its fashion sales over the recent programme, character or particular colour, but the
and lots of it, since they grow so fast. Katie Stewart, festive period on the year previously. Part of this parent’s choice (ie the person holding the purse
MD of Henbury, which acquired the established was attributed to its childrenswear, which the store strings) will be guided by a number of other factors,
Larkwood childrenswear range in 2007, is upbeat has recently updated with UK brands Joule, Fat Face including safety, durability, practicality, price, and in
about its prospects in the coming year. “Yes to and Jigsaw as key suppliers. Mothercare has a growing number of cases, ethical/environmental
growth,” she says of the childrenswear market. recently teamed up with celebrity mum Myleene credibility. Suppliers have to please the parents as
“The brand saw a fantastic growth last year and we Klass to launch Baby K, a range of baby clothes and well as the child, and when it comes to babywear,
hope to continue this in 2009.” accessories from 0-3 years of age. And while kids the choice is made entirely by the parent. So it
clothes retailer Adams went into administration late helps to bear in mind the concerns that are likely to
Retail pointers last year, the company has just been bought back affect parent’s decisions in choosing clothing for
Childrenswear has been going from strength to by a former owner John Shannon, who clearly their children.
believes the brand still has a lot to offer.
All fairly positive, you might think – but as with Safety
any market, the changing needs and requirements Safety is a particularly important aspect of
of its customer base need to be firmly borne in childrenswear. There are safety standards and
mind. As any parent knows, buying clothes for regulations which suppliers need to be aware of
children is a completely different kettle of fish to which, if breached, leave them vulnerable to the
buying for adults. For a start, adults are unlikely to embarrassment of having to recall a product, or
grow out of their trousers in six months’ time; nor worse, being held liable in an accident involving the
are they likely to be using their jacket as a rope in supplied clothing. According to BERR, the UK’s
an impromptu game of tug-o-war. department for Business, Enterprise and Regulatory
Reform, "almost all products recalled are
Back to basics childrenswear rather than adultwear.” The BERR
While the trend in retail has in recent years, focused website has a Quick Facts page on the matter at
on fashion as well as function, the fact remains that http://www.berr.gov.uk/whatwedo/consumers/fact-
when a pre-teen wears an item of clothing, there sheets/page38073.html and in addition, the
| 56 | April 2009 www.printwearandpromotion.co.uk
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