Boston, MA -- (ReleaseWire) -- 07/17/2014 -- Under the current competitive environment and with limited options for organic growth, companies within the apparel and footwear industry have moved towards brand extensions to drive sales. In recent years, the majority of brands have done so by extending into childrenswear. For instance, Jeanswest launched its children's range Jeanswest Junior in September 2013, followed by iconic nightwear label Peter Alexander which launched a childrenswear range in November under the Peter Alexander JR label. Cotton On, with an already well-established presence in the category, strengthened its position in 2013 by partnering with Warner Bros Consumer Products Australia and New Zealand to develop a comic superhero range under the Cotton On Kids label.
Pumpkin Patch (Australia) Pty Ltd led sales of childrenswear in 2013, despite reporting a decline in sales due to high levels of promotional activity in Australia and major supply chain disruptions. In 2013, as part of the company's strategic restructuring process, Pumpkin Patch appointed a new CEO and head of design who focused on transforming all aspects of the product design process, which generated additional costs throughout the year, further impacting the company's profits. The negative performance drove down the company's value share from 7% in 2012 to 6% in 2013. This was the biggest decrease in value share in 2013. However, Pumpkin Patch continued to hold a strong market position in Australia, remaining number one in terms of value share within childrenswear. Online sales through Pumpkin Patch and Charlie & Me continued to provide a source of growth for the company during 2013 with both platforms together reporting an 18% growth rate.
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In line with the innovation and improved interaction trends, further online competition within the profitable childrenswear category is projected. For instance, late in December 2013 the American brand Guess announced the launch of its local e-commerce site for the Guess Kids brand. The new site will sell Guess Kids clothing and footwear locally for the first time. Amongst the new features of the site is the ability for customers to buy children's and adults' clothing in a single transaction.
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The Childrenswear in Australia market research report includes:
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Product coverage: Baby and Toddler Wear, Boys' Apparel, Girls' Apparel.
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