Fisher-Price leads category in kids' duds - children's clothing at discount stores - Top Brands, Part 1: Store Manager Survey

Discount Store News, Oct 1, 1990

By the same token, a poor performance at upscale discounters by Curity managed to move that label from second to eighth place.

While Gitano proved the biggest mover at upscale discounters. Gerber was the success story at conventional discounters. Though it placed fifth in that tier, it showed the biggest jump in percentage points.

According to survey responses, the shifts of labels at conventional discounters were less dramatic and contributed to the even distribution of attention to the labels in this grouping.

While well-known fashion labels were added to the list this year, price was the most often mentioned reason for a label's success. That is consistent with the shopping habits of American parents.

Even those parents not traditionally considered discount store shoppers will buy their children's clothing at the local discount store. Parents dressing their children still want value--the right brand at the right price.

Wal-Mart and K mart store managers both cited good, low prices as the primary reasons for their leading brands' success. Brand recognition was more important to Ames and Target store managers.

K mart managers also cited advertising as an important factor to brand success at its stores, with brand recognition the third consideration.

Wal-Mart managers had advertising lower on its list of priorities, with brand recognition the second most important aspect of brand performance.

In the West, as a region, managers feel more strongly about the influence of advertising on children's brands. Respondents said they are more likely to attribute a label's success to advertising.

In the Northeast and the South, brand recognition was the more important attribute.

The more value-conscious North Central region rated low prices and brand recognition equally when attributing a label's success.

PHOTO : Fashion-minded baby boomers want more labels for their children's clothing.