The NPD Group, a global information company, reports that the total kids’ apparel market was worth an estimated $30 billion from April 2012 – March 2013, up 3 percent compared to the year earlier period. Kids’ activewear represents 15 percent of the total kids’ apparel market, worth $4.4 billion from April 2012 – March 2013 and up 12 percent from the same time period last year. While units increased 1 percent for kids’ total apparel, kids’ activewear grew 7 percent in units compared to April 2011 – March 2012.
Females represent 80 percent of kids’ activewear buyers with the majority (59 percent) 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 percent of total kids’ activewear business, which leads to a significantly low average selling price, while Sports Specialty stores only own 12 percent. The total average selling price from April 2012 to March 2013 for girls’ activewear was 10 dollars with an increase of 8 percent compared to the same time period last year and boys’ average selling price increased 4 percent to 11 dollars 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.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth.
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