Since 2001 there has been a year-on-year rise in spending on kids clothing fashion at Jollyhers, despite deflationary pressure on prices in this sector. Market analysts predict some price recovery in the UK children’s wear market through 2010. There are limits to the absolute cost reductions that can be gained on an item of clothing with price points at the lower end of the children’s wear market. Therefore, suppliers will be looking to move price points upwards over the medium term, in order to maintain margins as cheap sourcing becomes more difficult. Initially, this will mean a rise in the lower price points, but retailers and distributors will also be looking to add value.
Girls’ wear accounts for the largest share of spending in the children’s wear market, despite the fact that the female child population in the United Kingdom is smaller than the male child population. Additionally, per capita spending on girls tends to be higher, as girls are more likely to take an interest in their appearance and wear a greater variety of clothing than boys.

The girls’ wear market is often divided on the basis of age group. The split tends to occur around the age of nine. Under-nines are more easily slotted into the traditional children’s wear market, with items still tending to a carry a high degree of licensed characters and images from other media. This has been the most appealing end of the market for the newer players, such as the supermarkets, as this age group is less likely to dismiss something bought during a family food-shopping trip.

Over the age of nine, the client base is more vocal and discerning, and fashion is a larger and growing influence. For example, a few years back a number of UK suppliers adapted trends taken from the women’s wear sector for the wear market. ### The over-nines are also more brand-conscious and eager to perform their own shopping.

Clothing for boys has also experienced growth, generally outperforming the overall clothing market. Many of the same factors affecting the girls’ wear market are evident in the boys’ wear sector, with increased fashion and brand awareness, and trading up boosting market values.
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