Insight of the week: Targeting the children’s clothes high spenders
With September around the corner, the summer heatwave something of a memory and the nation’s children returning to school for another year, for many parents this means paying out for new school uniforms. On top of purchasing clothing for outside of school, children’s clothing costs can soon stack up.
Data from Kantar Media’s Republic of Ireland TGI study into consumer behaviour reveals that 170,000 adults (5% of the adult population) have spent €300 or more in the past year on children’s clothing.
These adults are 27% more likely than the average to be female. 33% of them are in the TGI lifestage group ‘Playschool Parents’ (live with son or daughter and youngest child aged 0-4), 28% are ‘Primary School Parents’ (live with son or daughter and youngest child aged 5-9) and 19% are ‘Secondary School Parents’ (live with son or daughter and youngest child aged 10-15).
These children’s clothing high spenders tend to be relatively extravagant with their spending generally. TGI data reveals that they are 51% more likely than the average adult to say they tend to spend money without thinking, 47% more likely to agree they have expensive tastes and 31% more likely to say that if they trust a brand they buy it without looking at the price.
When it comes to their media consumption, they are 39% more likely to say that when watching TV they search the internet for products they see advertised and 32% more likely to say that when in the car they always listen to the radio. These high children’s clothing spenders are also 75% more likely to be amongst the heaviest fifth of consumers of magazines and 42% more likely to be amongst the heaviest fifth of consumers of outdoor media.
Drilling down further to what they most like to read about in magazines, TGI data reveals they are over twice as likely as the average adult to be very interested in reading about celebrity news and gossip and also over twice as likely to be very interested in reading about real life stories.