Have you ever wondered how retailers and clothing brands determine the trends that influence what winds up in your child’s closet each year? Well, while there is definitely art involved in creating the clothing kids wear, there is also a lot of science – in the form of market research – involved in figuring out what it should look like, how much it should cost, where it should be sold, and who should be targeted with advertising.

Some market research is very specific – like the results of a focus group of moms 30-40 years old with at least one school-aged child and of a certain economic bracket. Other research is more general, focusing on major demographic, economic, and societal changes. Today I got a hold of a pre-publication overview of a children’s apparel industry report from Mintel that addresses the latter, more-general research into the children’s clothing.

The Trends

Do you see yourself in any of these trends that will eventually inform the availability of different clothing styles, sizes, fabrics, colors, and prices, as well as how you learn about new products and where you can shop for them?

Demographics

• Growing number of older moms and unmarried moms
• Choice of retailer varies substantially with mom’s age and income level
• Children under 12 will increase by 2 million in 2014 and include growing number of Hispanic children

Shopping Patterns and Locations

• The economic downturn has led 84% of moms to change their shopping habits to trim costs
• Recession drives down demand, compels consumers to change shopping habits
• The amount spent on clothing is driven by income and age of children
• Concern with environment and child-safety drives demands for organics
• Alternative channels offer moms growing access to second hand children’s clothes
• Hispanics show high demand for children’s clothing and warrant long term focus
• Attitudes related to pleasure shopping and ease finding clothing

The Kid Factor

• Increases in children’s weight is driving need for plus-sized clothing
• “Age appropriate” clothing a key concern, especially for moms aged 35+
• Children have growing voice in clothing with age and value characters

Marketing

• Licensing is integral to branding and marketing of children’s clothes
• Brand identities runs the gamut from “kid cool” to “age appropriate”
• Advertising and marketing across a gamut of media, with emphasis on savings and value during downturn
• Some tensions in marketing outreach to both moms and kids
• Consumer findings: Who purchases clothing

To sum it up, we may be seeing more clothing options for younger children, with themes that appeal to a more diverse population and kids’ growing media savvy, and which also appeal to moms’ price, safety, and value consciousness.

Interested in learning more about the report? Reach out to Danielle Berasi at Mintel.