Kids’ Activewear Fuels Growth of Kids’ Apparel Market
The NPD Group reports that the total kids’ apparel market was worth an estimated $30 billion from April 2012 – March 2013, up 3% compared to the year earlier period. Kids’ activewear represents 15% of the total kids’ apparel market, worth $4.4 billion from April 2012 – March 2013 and up 12% from the same time period last year. While units increased 1% for kids’ total apparel, kids’ activewear grew 7% in units compared to April 2011 – March 2012.
Females represent 80% of kids’ activewear buyers with the majority (59%) ages 25 – 44, and the importance of kids’ products quality is relatively less than that of adults’ to them.
“Kids grow out of their clothes so quickly but have their favorites that they wear more often and harder than adults,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “So parents are hesitant to purchase top of the line activewear.”
Mass Merchants and National Chains shared 40% of total kids’ activewear business, which leads to a significantly low average selling price, while Sports Specialty stores only own 12%. The total average selling price from April 2012 to March 2013 for girls’ activewear was $10 with an increase of 8% compared to the same time period last year and boys’ average selling price increased 4% to $11 compared to the same time period last year.
“While comfort/fit/quality seems to be less important than that of adults’ activewear, that could be viewed as an opportunity for sports specialty retailers and brands to educate Moms that your kids need high quality apparel when they engage in athletic activities – and that could help to keep driving up the price point scale as well,” stated Cohen.
“Just like the adult market, the key driver in the kids’ activewear market comes from the basics and without new innovation the market will slow down,” added Cohen.[Source: Research conducted by The NPD Group. 21 May 2013. Web. 28 May 2013.]