Illustrator David Park launched the ABC alphabet taught through sneaker patterns, G stands for Gucci, Y stands for Yeezy, etc. This book shows the current change of concepts: children's clothing is attracting more and more attention. According to data from Euromonitor Information Consulting Company , the luxury children's clothing market is expected to reach US$6.6 billion in 2018, a year-on-year increase of 3.8%. What is the reason for the booming children's clothing market?
Millennium culture promotes the luxury children's clothing market
Changes in population structure are of course one of the main driving forces. has resumed rising birth rate in the United States since 2014. China has also opened up the second-child policy in recent years. The practice of stimulating childbirth has begun to shift the focus of the family. In addition, residents' disposable income has increased significantly, and the proportion of investment in the next generation has also increased.
brand analysts have given a series of reasons behind this phenomenon. Millennial parents want their children to wear similar clothes as themselves to be the driving force behind the industry. "Young parents with children don't want to sacrifice their aesthetic choices to buy clothes for their children," said Jeremy Scott, creative director of Moschino. "They want their children to look cool, just like their own extensions."
▲Beyoncé and his daughter Blue Ivy wore mother-daughter clothing
In March 2016, Farfetch launched the children's clothing department. According to Candice Fragis, director of procurement and sales, Buberry, Moncler and Dolce Gabbana are the best-selling brands. "We found that buying children's clothing is not for practicality, but for adult clothing." Marshal Cohen, chief industry analyst of NPD Group, a market research company in
, pointed out that contemporary parents have a stronger desire to communicate with their children and develop emotional connections than the older generation. "The so-called generation gap in the past has now become a bond," Cohen said. In addition, the idea of contemporary parents to keep their children following the trend is becoming increasingly strong, which directly leads to the shopping habit of spending more frequently for their children.
Millennial parents spend more on their children, so the demand for new items continues to increase, resulting in high profitability and turnover. No one would think that children's clothing is an investment proposition, and it is not something children take the initiative to ask for. It depends on whether the mother is happy to buy and get aesthetic satisfaction in children's clothing.
children's clothing is a market with huge financial potential: According to research by Missouri creative agency Barkley American, now 40% of millennials have become parents with a total spending capacity of $1.3 trillion. According to Bain, Asian shoppers are the largest consumers in the luxury industry, with millennials accounting for 45% of overall luxury consumption by 2025, with Asian consumers accounting for half.
Luxury children's clothing is divided into two types. One will turn adult shows into children's clothing, such as Dior and Gucci, and the other will turn children's show style into adults' version, such as: first-tier children's clothing brand Bonpointt from France.
In fact, the luxury children's clothing business is not limited to bags. Children's clothing series such as Armani Junior, Marni Kids or Rykiel Enfant are increasingly appearing in some women's closets. If you are a small girl or boy, you don't have to worry about wearing the next European version of children's clothing, or even shoes.
▲Bonpoint Paris 2018 autumn and winter
For Asian women with relatively thin figures, buying children's clothing is not new. This phenomenon may be more significant in Singapore . According to Singapore media Asiaone, designer children's clothing brands have poured into the market in large quantities. Their target customers are not only limited to children, but also those petite girls. Moreover, the price of children's clothing line with similar design of is much cheaper than that of adult line, which is extremely attractive for people who want to buy but are short of money.
▲On: Gucci Children's Shoes $440
Lower: Gucci Adult Shoes $730
Children's Clothing Goes Trend-oriented
0 Children's Fashion is also increasingly appearing on social media, causing the Instagram account of six-year-old children's clothing models like Farouk James (run by his mom) to attract 211,000 followers, as well as children's clothing blogs such as Courtney Adamo (242,000 followers) and Julia Restoin Roitfeld, the daughter of Carine Roitfeld, the founder of children's clothing brands Romy and Bunnies.
▲Farouk James Instagram
As children join social media earlier than ever before, teenagers themselves understand fashion trends better. Old Navy Kids Vice President Andres Dorronsoro once said in an interview with BoF Fashion Business Report that the start of school every year is not only a time for learning reserves, but also a time for children to express themselves. Currently, Old Navy Kids occupies the third largest global market share in the children's clothing market. "Children understand trends better than before," said Dorronsoro.
"Children's clothing is increasingly trend-oriented," said Nathalie Christen-Genty, founder of Paris-based Melijoe, a luxury e-commerce website known as "a web porter for children's clothing." Founded since 1967, the Baby Dior children's clothing series is probably the oldest to lead the trend. Its children's clothing has timeless and classic designs.
▲Baby Dior
Baby Dior Creative Director Cordelia de Castellane said that as an independent category, it is important to stand out, and the miniature version of ready-to-wear fashion does not work. "Baby Dior has always had its own DNA to avoid taking the 'mini' route. Because children are kids, they should look like they wear their own clothes, after all, they are adults for the rest of their lives. "
For Givenchy's Fortunato, building on nostalgia is the key to the brand's long-term survival. “Today’s kids will grow into tomorrow’s consumers,” he said. "For any brand, the goal is passed down from generation to generation." The era of fully functionalized children's clothing in has ended, and it now belongs to the fashion field.
References
VICTORIA BEREZHNA (2018) Why Mini-Me Dressing Is Big Business. BoF.
GRACE COOK (2017) How Millennial Culture Is Driving the Luxury Kidswear Market. BoF.
KATE ABNETT (2016) The Childrenswear Market Comes of Age. BoF.
Song Wanxin (2018) Why are the adults around you starting to buy luxury children's clothing? Jiemian.
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