Upward trend

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By: Jeff James

Listed Under: Top Story

Published: Wednesday, September 07, 2011

We all know how the current economic woes are affecting the adult world, but what sort of deal are children getting at the moment? Are parents holding off purchasing non-essential shoes and clothing or is the market beginning to grow?

In the adult sector popular brands have been the beneficiaries as consumers are currently more likely to purchase products they know are of good quality. While adults’ principle reasons for purchase are comfort and fit, they want value for money when buying for their children.

The response “it was cheap” has been a common reason for purchase over the last 18 months, but NPD’s Consumer Panel has noticed a change. In the children 11 and under sector this response was less likely to be given during the 12 months to March 2011 compared to the same period in 2009-2010.

RECOVERY
With volume sales increasing, the children 11 and under sector is enjoying a recovery - the growth has seen almost one million additional pairs of shoes or items of clothing leave the shelves. The VAT increase has meant prices have risen, but it’s not a significant growth driver in this particular market.

Sales of footwear have risen eight per cent in this period, with well over £300 million worth of goods sold and Nike and adidas leading the charge. The good news for those worried that children spend too long in front of the television is that these shoes are being used largely for sports and not just leisure purposes. Leisure usage has increased by three per cent and leads the way in the footwear usage category, but football, fitness, running and general sports are all in good health.

GROWING SECTORS
Purchases of football footwear have risen 14 per cent in the 12 months to March 2011 - a trend that values this market at almost £90 million. Fitness and gym are the growing sectors for girls, with many caught up in the dancing craze that has exploded in the UK thanks to films such as High School Musical and TV talent shows. And not only are the dance classes full, running is also booming.

It has been mentioned before by NPD that females are more likely than males to train alone. This trend looks set to continue in the younger age groups - there’s been a 46 per cent rise in sales in the girls’ running market, which is currently valued at £6 million and represents a larger market than the boys.

An interesting fact is that when parents buy for their sons staff competence is a major factor in why they chose a particular retailer to purchase from. This factor is rarely considered when parents buy for their daughters, so perhaps there needs to be more effort in promoting sports shoes to girls.

The promotions and bright lights lead to the football products, but is there enough emphasis on girls’ running or fitness products? It would be unfair to suggest retailers aren’t focusing enough attention on the girls sector, but the easy sale of a new football boot could overshadow a lengthy discussion on girls’ running or dance shoes.

So as the children’s market enjoys an upwards trend, it would be a good strategy to concentrate on both genders. Certainly boys will keep coming back for the next generation of football boot, but girl’s shoes might just generate more sales than expected.

The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact The NPD Group sports team on 01932 355580.