Sporty children fill wardrobe with Nike, not Next

Clifford German

Retailers of traditional children's clothes are fighting a losing battle to attract a fashion-conscious generation more tempted by branded sportswear, a report claims.

While the conventional children's sales grew by just 0.3 per cent, reaching pounds 3.178bn last year, the sports and leisure sector rose by about 10 per cent to pounds 1.4bn, according to Verdict Research, a consultants specialising in the retail trade. Replica football kits alone brought in pounds 150m last year, and the branded sportswear market as a whole is growing by 10 per cent a year, according to the report. On present trends, sportswear will make up 40 per cent of the entire sector within a few years, it predicts.

Hardest hit has been the small independent retailer, Verdict's chairman, Richard Hyman, said. "Ten years ago kids did not give a hoot about brand names. Now they are very fashion-conscious. The traditional stores have allowed competition from the sports and leisure shops to take trade from them. We are looking at how the high-street stores are responding and why children are wearing Adidas and Nike on their chests and not St Michael, for instance."

Demand for conventional clothing is affected by the falling birthrate, which is expected to drop by a further 9 per cent in the next 10 years. Supermarkets, led by Asda and its George brand, Tesco's Items and the recently launched Kids Own at Safeway, are taking a significant share of the market, Verdict says. But they are never likely to be "destination outlets", trade jargon for the places where children want their parents to shop. Specialist chains such as JJB Sports and JD Sports are more favoured.

Next and Gap win praise for re-engineering adult styling for smaller bodies but Marks & Spencer, the largest single childrenswear retailer, gets low marks for conservative styling and high prices. Bhs gets better marks for style but has failed to increase its sales.

Start your day with The Independent, sign up for daily news emails
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA special investigation by Andy McSmith
Arts and Entertainment
The write stuff: masters of story-telling James Joyce, left, and Thomas Hardy
books...begging to differ, John Walsh can't even begin to number the ways
Sport
Jose Mourinho on Sky Sports
footballEXCLUSIVE COLUMN Paul Scholes: It was not a leg-breaking tackle, as the Chelsea manager had claimed
Sport
Romelu Lukaku scored twice to add to the hat-trick he registered in the first leg in Switzerland
football
Arts and Entertainment
Natural beauty: Aidan Turner stars in the new series of Poldark
tv
News
Image from a flyer at the CPAC event where Nigel Farage will be speaking
news
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Guru Careers: Talent Manager

£30-35k (P/T - Pro Rata) + Benefits: Guru Careers: We are seeking an experienc...

Recruitment Genius: Print / Warehouse Operative

£17000 per annum: Recruitment Genius: This is a fantastic opportunity to join ...

Recruitment Genius: Supply Chain Assistant

£16000 - £17000 per annum: Recruitment Genius: A fantastic opportunity has ari...

Anna Woodward: German Speaking Accountant

£45,000: Anna Woodward: My client is aleading global manufacturer and service ...

Day In a Page

HIV pill: Scientists hail discovery of 'game-changer' that cuts the risk of infection among gay men by 86%

Scientists hail daily pill that protects against HIV infection

Breakthrough in battle against global scourge – but will the NHS pay for it?
How we must adjust our lifestyles to nature: Welcome to the 'Anthropocene', the human epoch

Time to play God

Welcome to the 'Anthropocene', the human epoch where we may need to redefine nature itself
MacGyver returns, but with a difference: Handyman hero of classic 1980s TV series to be recast as a woman

MacGyver returns, but with a difference

Handyman hero of classic 1980s TV series to be recast as a woman
Tunnel renaissance: Why cities are hiding roads down in the ground

Tunnel renaissance

Why cities are hiding roads underground
'Backstreet Boys - Show 'Em What You're Made Of': An affectionate look at five middle-aged men

Boys to men

The Backstreet Boys might be middle-aged, married and have dodgy knees, but a heartfelt documentary reveals they’re not going gently into pop’s good night
Crufts 2015: Should foreign dogs be allowed to compete?

Crufts 2015

Should foreign dogs be allowed to compete?
10 best projectors

How to make your home cinema more cinematic: 10 best projectors

Want to recreate the big-screen experience in your sitting room? IndyBest sizes up gadgets to form your film-watching
Manchester City 1 Barcelona 2 player ratings: Luis Suarez? Lionel Messi? Joe Hart? Who was the star man?

Manchester City vs Barcelona player ratings

Luis Suarez? Lionel Messi? Joe Hart? Who was the star man at the Etihad?
Arsenal vs Monaco: Monaco - the making of Gunners' manager Arsene Wenger

Monaco: the making of Wenger

Jack Pitt-Brooke speaks to former players and learns the Frenchman’s man-management has always been one of his best skills
Cricket World Cup 2015: Chris Gayle - the West Indies' enigma lives up to his reputation

Chris Gayle: The West Indies' enigma

Some said the game's eternal rebel was washed up. As ever, he proved he writes the scripts by producing a blistering World Cup innings
In Ukraine a dark world of hybrid warfare and murky loyalties prevails

In Ukraine a dark world of hybrid warfare

This war in the shadows has been going on since the fall of Mr Yanukovych
'Birdman' and 'Bullets Over Broadway': Homage or plagiarism?

Homage or plagiarism?

'Birdman' shares much DNA with Woody Allen's 'Bullets Over Broadway'
Broadchurch ends as damp squib not even David Tennant can revive

A damp squib not even David Tennant can revive

Broadchurch, Series 2 finale, review
A Koi carp breeding pond, wall-mounted iPads and a bathroom with a 'wellness' shower: inside the mansion of Germany's 'Bishop of Bling'

Inside the mansion of Germany's 'Bishop of Bling'

A Koi carp breeding pond, wall-mounted iPads and a bathroom with a 'wellness' shower