Research shows people want cheap kids clothes

Value retailers are taking an increasingly large share of the UK children?s clothing market.
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The Research and Markets report boasts 10 years' data on childrenswear expenditure, by girls', boys' and infants' clothing, including forecasts for 2007.

It claims the sector has underperformed total clothing in each of the last 10 years due largely to two key factors: a slower birthrate and the rapid growth of the value market in childrenswear.

Over £1 in every £3 spent on childrenswear goes to a value retailer and they will continue to take share. Childrenswear is accounting for a declining share of the total clothing market and has lost 1.9 percentage points share between 1996 and 2006 equivalent to £657m in today's clothing market.

Value and low-price fashion retailers continue to grow. Of the nine leading childrenswear retailers that gained share between 2002 and 2007, seven have a value or low price fashion positioning: The only traditional mid-market retailers to have gained share in the face of this trend are market leader Next and Debenhams.

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