The Expansion Of Luxury Children's Clothing In Hangzhou

　 Recently, Hangzhou Tower children's Mall is busy adjusting to introduce more. Luxurious children's wear Norton space.

"In the first half of this year, we just got two FENDI, Roberto Cavalli two, and won two Korean high-end children's wear brands Bean pole and French cat, higher than the current clothing and love children's clothing a higher level." The head of the children's Mall said that two new luxury children's wear and four luxurious children's shoes will be redeployed in the second half of the year. HUGO BOSS and Bonpoint are all famous brands, while the latter are the top children's clothing in Europe and have many fans in the celebrity circles. Tod "S, POLO, DKNY, GUESS and other children's shoes will also appear in the way of a combination store, with different styles.

If we count the brands of Burberry, Armani Junior, D&G, Dior, FERRE, Diesel, Kenzo and Mikihouse before the Hangzhou Tower, we plan to introduce the luxury luxury children's shoes, and the children's boutiques in the Mixc, and the children's clothing at the flagship store at Lakeside street. It is estimated that there are more than 20 luxury children's clothes in Hangzhou.

Sales met customers who consumed 50 thousand -6 million yuan.

"At this time last year, Sales received a 60 thousand yuan. consumption Orders are rare and are now commonplace. Hangzhou Tower children's mall manager said.

Take Burberry children's clothing, a pair of board shoes about 1500 yuan, windbreaker is about 2000 yuan, such a price is quite common for many guests, "they feel cheap, at least more than Burberry adult counters should be affordable 1/3." The staff said that the price of the summer wear is still cheap, and the order for winter wear is basically ten thousand yuan. Mikihouse a down jacket is over 6000 yuan. If you match sweaters, trousers, shoes and so on, it will cost nearly twenty thousand yuan.

Nowadays, luxury children's shoes can't wait to enter, such as Tod's "s children's shoes", which is the "reduced version" of peas shoes, at a price of 1000-2000 yuan. It is said that the Hogan luxury children's shoes introduced by the plan are more expensive, and the board shoes are around 2000 yuan. Boots It's 3000-4000 yuan.

"A children's car is more than 20 thousand yuan. The cheapest imported bed is 4000 yuan, and it doesn't include mattresses, quilts, pillows and mosquito nets. Many guests buy a cradle bed and an imported bed at a stretch, which is over 10000 yuan." The staff said that the price of children's shopping malls was also rising, most of which were raised by luxury goods.

Squeezing the No.1 that used to call the wind to the side.

In the recent adjustment, the ivy that had been in the sidewalk had been quietly moved to the middle island. The performance of Babu bean, which had been playing the role of children's shopping mall, gradually declined. It used to sit in the head of the children's shopping center, and now even the No.1 of Central island can't be ranked.

Those who bought the Babu beans know that a few years ago, Babu beans never participated in activities, and occasionally participated in a "full 400 yuan reduction of 160 yuan". Sales would be good enough. The clothes in the counters would be sold short, even the clothes on the models would be stripped. "Children's clothing is changing all these years. Babu's appeal to guests is not so great." Insiders say.

According to the data of Hangzhou Tower children's shopping mall, Armani grew by 34%, Mikihouse increased by 47% and Burberry increased by 144% in the 1-3 months of this year, while the original running volume brand was declining at 10% speed.

On the one hand, the market of luxury children's clothing is rising rapidly. On the other hand, the children's clothes of H&M and ZARA are becoming more popular and cost-effective. The discount season is an important reason why mothers like them. Children's wear brands, which compete for market share by discounts and promotions, are facing new challenges.

The luxury of children's clothes is so good? I'm afraid the root of the "rich three generation"

Why do luxury children's clothes suddenly blossom all over the past one or two years? I'm afraid the "rich three generation" is the root cause.

People who make a department store are most concerned about the age group. Children who are 22 years old, 22-28 years of age and 28 years old will start to marry and have children. These stages of life will change the brand structure of department stores, and the third children of China will become the new "core customer group", that is, the children born in 1985-1991 years. Many of these children were "rich two generation", and their children became "rich three generation". {page_break}

"Part of the consumption of luxury children's clothing is rich two generations, their conditions are very good, adults consume luxury goods, naturally will buy children luxury children's clothing. The other part is a group of people who are successful in starting a business and whose living conditions are greatly improved. They are also in the process of pursuing brand and self-identity, and will be conscious of providing the best material conditions for their children. Analysis of the industry.

If we say that before the "61" festival in 2010, the Sales (salesperson) of the Hangzhou Tower was also very rare for a customer who spent 50 thousand -6 yuan to buy children's clothing and children's products. After a year later, the guests who had spent 50 thousand -6 yuan had already felt that they were very ordinary.

This year, the luxurious children's clothing quietly expanded positions, not only in luxury brand flagship store alone, but also set up a collection store or independent store, the performance growth is more than two digits, or even doubled, all the previous brand in the department store all crowded to the side station...... It seems that more and more brands have realized that "small" children will have a "big" business.