US Back-to-School 2017, Part 4: More Retailers Look to Become the Shopping Destination for School Uniforms 1) Though school uniforms still constitute just a small piece of the nearly $29.5 billion US backto-school market, major retailers such as Walmart, Target, Lands End, Old Navy and JCPenney are eager to compete for uniform sales and the additional traffic they bring to stores and websites during the second-biggest selling season of the year. 2) The back-to-school uniform market is overall more promotional this year than it was last year, and many retailers we tracked are offering more and better discounts this year. Due to the common styles of school uniforms, the business is highly dependent on price, and consumers are drawn to promotions. 3) Retailers are going beyond traditional back-to-school promotions this year, and are turning to appearances by influencers as well as social media and in-store events to capture customers. 1
US Back-to-School 2017, Part 4: School Uniforms The Uniform Market Is a Battlefield for Retailers Looking to Drive Additional Sales and Traffic in the Back-to-School Season The US school uniform category makes up only a small fraction of both the apparel market and the back-to-school market. We estimate that the market will be worth $1.1 billion this year, up from the $930 million estimated in 2013 by LT Apparel Group, a large US-based children s apparel company. Though uniforms still constitute just a small piece of the nearly $29.5 billion 2017 US back-to-school market, major retailers such as Walmart, Target, Lands End, Old Navy and JCPenney are eager to compete for uniform sales and the additional traffic they bring to stores and websites during the second-biggest selling season of the year. More retailers have entered the category in recent years as well. Boscov s, a regional department store chain, has seen the benefit of selling school uniforms, as it has driven sales and traffic for the company over the last few years. Boscov s has consequently adapted its assortments according to local customer demand and school uniform adoption. Uniform Retailers are More Promotional this Year than Last Year The back-to-school uniform market is increasingly promotional: many retailers we tracked are offering higher levels of promotions this year than they did last year. Among the items we tracked, the average final sale price per item was slightly down year over year. Due to the common styles of school uniforms, the market is very dependent on price, and consumers are drawn to promotions. This year, Walmart is offering signature polo shirts for under $5, and a significant portion of the uniform offerings at Aéropostale were under $10 when we checked. Figure 1. Selected Retailers Back-to-School Uniform Promotions: 2017 vs. 2016 Retailer 2017 2016 Aéropostale Up to 70% off uniforms Up to 60% off uniforms Sears 50% off Dockers uniforms 40% off Dockers uniforms Lands End 40% off any regular-priced item 20% off sale and clearance using code Walmart $4.47 for boys and girls polo shirts $4.47 for boys and girls uniform shirts Kohl s One-day sale: 50% off Up to 60% off uniforms Old Navy Uniform sale from $5, plus additional savings at checkout Pre Labor Day Sale: 50% off all tees and 30% off jeans for boys; 50% off all tees, 40% off all dresses and 30% off all jeans for girls Target 25% off uniforms with promo code uniforms Up to 40% off selected uniform items: deals include buy one, get one 60% off on school uniforms; $7 polos; $15 pants; backpacks starting at $11.19; and 10% off selected uniforms with uniforms code Source: Company websites/fgrt 2
Figure 2. Selected Retailers: Average School Uniform Prices (Selected Items), 2017 Boys Polo Shirt Boys Pants Girls Polo Shirt Girls Pants Walmart $5 $10 $5 $9 Old Navy $6 $12 $7 $19 JCPenney $10 $18 $10 $20 Target $7 $15 $7 $15 Lands End $22 $35 $23 $30 Source: Company websites/fgrt The school uniform market is highly fragmented, and the largest brand, French Toast (owned by LT Apparel Group), had a 10% share of the market in 2015, according to industry estimates. Other large players include wholesalers such as Elder Manufacturing; brands such as School Apparel, Dennis Uniform and Rifle/Kaynee; and national specialty retail stores such as FlynnO Hara Uniforms and Young Fashions all of which are private companies. Some of the specialty brands such as French Toast and The Children s Place are offering their uniform products on Amazon. Source: Frenchtoast.com 3
Increasing Uniform Adoption is Driving Demand An increasing percentage of public and private schools are adopting uniform requirements, driving up demand for the category. According to the National Retail Federation s 2017 Back-to-School Spending Survey (conducted by Prosper Insights & Analytics), 25% of parents polled said their children wear a school uniform. That was the third-highest percentage recorded in the survey s 14-year history (2015 was the highest, at 28%). Traditionally favored by private and religious institutions, school uniforms are being adopted by an increasing number of US public schools. Many schools cite the positive impact uniforms have with regard to issues such as peer pressure, leveling socioeconomic disparities, classroom discipline, student safety and bullying. More than 20% of public schools in the US required uniforms in the 2013 2014 school year, up from the 12% in 1999 2000 school year, according to the National Center for Education Statistics (NCES). In addition, more students are expected to be enrolling in primary and secondary schools in the coming years, which bodes well for uniform sales. According to the NCES, total public school enrollment for pre-k through 8th grade was projected to increase by 3%, to 36.4 million, from the fall of 2014 to the fall of 2026, and enrollment for 9th through 12th grade was projected to increase by 5%, to 15.6 million, over the same period. Figure 3. Percentage of Parents Who Say Their Children Wear School Uniforms 30% 28.1% 25% 24.1% 25.2% 25.0% 22.5% 20% 17.8% 19.2% 20.2% 18.4% 20.2% 15.8% 15% 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: National Retail Federation and Prosper Insights & Analytics, Back-to-School Spending Survey (2017) 4
School Uniforms Becomes Techy and More Casual Schoolwear, even for younger students, is increasingly being configured to accommodate technology devices such as cellphones and tablets. For example, Walmart added slim-fit pants with cellphone pockets to its uniform offerings, while Vera Bradley, L.L.Bean and Herschel Supply Co. created accessories with cord compartments and headphone ports. Source: Global.llbean.com The NCES data suggest that more schools are adopting a casual uniform policy rather than enforcing a strict dress code. The definition of school uniforms has changed over the years: uniforms no longer consist of only pleated skirts or pants, button-down shirts, ties and sport jackets; they are now more likely to include casual polos, khakis and dresses. Retailers Find New Ways to Showcase Back-to-School Styles Retailers are going beyond traditional back-to-school promotions this year, and are turning to appearances by influencers, social media channels and in-store events to capture customers. Many retailers, such as Walmart, JCPenney and Target, have set up separate uniform shops online and within stores rather than just displaying uniforms in the apparel section. Shoe Carnival is partnering with social media influencer and YouTube personality Zach King on its back-to-school marketing campaign. King showcased his Magic Vine videos and surprised fans at Shoe Carnival stores. The shoe retailer is also working with 15 other social media influencers to create back-to-school content for its Facebook, Instagram and Snapchat social media channels. 5
Source: Youtube Target has partnered again this year with School List Assist. Target has nearly 1 million school supply lists on its School List Assist page on its website, where parents can buy the supplies requested by their child s school all at once. The retailer also made improvements that enable shoppers to receive their shipments in fewer packages this year. Macy s is hosting back-to-school shopping parties at its stores across the country. The events feature presentations of it list items by fashion stylists, photo booths and complimentary makeovers. Conclusion While school uniforms account for only a small portion of total back-toschool sales, the category has become a battlefield for large retailers to compete for incremental store and online traffic during the season. The general price points for school uniforms have been trending down year over year due to increasing price competition in this commodity-like category. In addition, retailers are going beyond traditional back-to-school promotions this year, and are turning to influencers, social media channels and in-store events to capture customers. Increasing adoption of uniforms at public schools has also driven up demand in this category. 6
Deborah Weinswig, CPA Managing Director FGRT New York: 917.655.6790 Hong Kong: 852.6119.1779 China: 86.186.1420.3016 deborahweinswig@fung1937.com Jing Wang Research Associate Hong Kong: 2nd Floor, Hong Kong Spinners Industrial Building Phase 1&2 800 Cheung Sha Wan Road, Kowloon Hong Kong Tel: 852 2300 4406 London: 242-246 Marylebone Road London, NW1 6JQ United Kingdom Tel: 44 (0)20 7616 8988 New York: 1359 Broadway, 18th Floor New York, NY 10018 Tel: 646 839 7017 FungGlobalRetailTech.com 7