Analysis Of Children'S Wear Market: Luxury Children'S Wear - Reduced Edition Garments

In the past one or two years, Lanvin, GUCCI, Stella Mc Cartney and Marni have entered the field. At the beginning of this year, even Gap also launched a series of crossover operations by Diane Fonfors Ting Bao to Gap Kids and Baby Gap.

One morning in the autumn of 1956, Charles James, the fashion designer, was showing his first season to the fashion editors in Sharon, 12, 57 East Street. Children's fashion Series. On the T stage, the model wears a nurse uniform and presents a charming little dress. The leader was a 8 month old son. He was wearing a bright blue cloak and was held in his arms by the beautiful little nurse.

On the other hand, people appreciate the new trend of fashion in the world, the first designer's children's wear accessory line.

The introduction of luxury and fashion into children's clothing in the 50s of the last century is still a dangerous idea. At that time, there was a strict distinction between children's clothing and adult fashion. The designer's brand of professional children's wear and brand with high price and few people asked were difficult to intersect. As a master figure in the design world, his behavior has been derision. "This is killing a chicken with a knife", commented by the US media.

"The fashion in most Americans is to make women look like little girls." Zeng explained. For example, Claire McCardell's design is to match the sportswear with a tent skirt. "We must do the opposite."

In the famous academic book "childhood vanishing", the author Neil Bozeman was worried that children's clothing would disappear without the concept of children. If we have to trace the source, the adventure in 1956 can be regarded as " Adult children's clothing At the beginning of the second and ten years of this century, the trend of development was in full swing.

In the past one or two years, Lanvin, GUCCI, Stella Mc Cartney and Marni have entered the field. At the beginning of this year, even Gap also launched a series of crossover operations by Diane Fonfors Ting Bao to Gap Kids and Baby Gap.

　　 Is it really easy to make money for luxury children's clothes?

Reduced edition garments

I can't answer this question because his children's wear accessory line is not selling well. Even in the 1978, when Ralph Lauren intervened in the field of children's wear, there were only a few fans. As one of the originator of luxury children's clothing, Dior set up a subsidiary line Baby Dior in 1967. Prior to this, it only customized children's clothing for important customers, such as daughter, but was unable to resist Grace Kelly's lobbying.

In those days, the luxury market was always regarded as the adult world. People can't imagine children's version of GUCCI or Versace. They always feel that they are too strongly suggestive of sex. It wasn't until the 90s of last century that big brands began to focus on children's clothing. Almost overnight, Oscardela Renta, Fendi, Marc Jacobs, Roberto Cavalli, Missoni and other brands not only set up children's wear sub license, but also uninterrupted expansion of children's clothing shop.

These big children's clothing has obvious "adult" tone: Paul Smith's floral shirts and Burberry Children coats are almost all smaller versions of the T platform garments. Although Stella Macartney's design is simple and practical, he still emphasizes the mixture of colors and the use of boots. Children wear their bodies to avoid a "mature" flavor.

David J.'s son and her daughter, Suri, are all followers of luxury children's wear. It is said that little Suri's wardrobe is worth 3 million dollars, and Armani, Burberry and Christian Louboutin are expensive and will only be worn once in public. And the dress of her high-heeled shoes attracted many comments.

"The second line of children's wear is mainly aimed at cultivating potential buyers in the future." Daniel Cook, a researcher at Rutgers University in the United States, said. The consumption potential of children's market is amazing. Last year, the growth rate of children's clothing has exceeded. Women's wear 。 Burberry has set up 12 separate stores for children's clothing in the Middle East and Asia. The product age ranges from newborn to teenager. Last year, sales reached $91 million and sales increased by 23%. However, it is of course wishful thinking to expect custom-made children's clothing to occupy the main market share.

The price has set a very high threshold. "I am sometimes frightened by the price of those luxury brands," said Ms Rachel, director of the British traditional children's wear brand. "In fact, some of their designs are mediocre," said. When I learned that a Lavin of a gauze skirt costs $1200 and a silk coat costs 1570 dollars, exclaimed, "is that really for the kids?" when a dress is put on a luxury brand, the price immediately rises to 7.5 times the original value. It has been calculated that a luxury brand of children's wear costs US $375, but the cost is only $50.

In fact, luxury brands do not expect children's wear line to make money. Instead, they hope to strengthen their brand influence with children's clothing, attract more conservative customers and enhance their brand dependence. Brand analyst Andrew Rosen bluntly said: "our target customers are those who consume less than 1% or even less."

　　 The passing of childhood

If you look closely at the history of children's clothing, you will find a very interesting phenomenon. Children's clothing from scratch, and experienced an adult, return to children's authenticity, and the process of adult again.

The history of children's clothing industry is not long, less than 200 years. For a long time, children's clothing was basically a reduced version of adult clothing. Because of the droughts, the ancient Egyptians usually put their children naked or wrapped around the waist cloth. In a time when material is not enough, the function of clothing is most important.

In the golden age of Greece and Greece, children can be seen wearing small versions of adult clothing, and senior citizens and noble children are eligible to wear tailored clothes. Then, as the decline of the Empire and the beginning of the dark age, children's clothes also changed. In Europe, the children of farmers and peddlers wear adult work clothes at an early age and become adults. The concept of "childhood" is almost blank, let alone children's clothing.

It was not until the early nineteenth Century that fashion designers began to design clothes for children. They are no longer just the projection of adult clothing, but rather a brand new and unique production line. The invention of school uniform clearly defines adult dress and clothing. Children's clothing The difference is that all the girls are dressed in yellowish brown: dark, high buckles, long calf skirts and dark socks.

The development of children's wear industry is almost the same as that of women's clothing industry, especially after the first World War, the new style children's clothing began to be produced and sold on a large scale. Because when a large number of women leave their families to invest in their careers, they have no time to sew their children's clothes. During this period, children's clothing follows the principles of cute, interesting, simple and comfortable, and does not emphasize the sense of design or popularity.

The catalyst that really brings fashion into children's clothing is the mass media. When Charles James built the first luxury children's wear line, it was the age when television and radio entered the American life. Mother wants to dress her daughter up as a sailor's costume, which has become the fashionable dress of European and American children's clothing.

Neil Bozeman has studied in detail about the impact of television on children's clothing. He believes that printing brings the threshold of information acquisition. Children do not have the ability to read and can not get such information. This gives adults the right to keep secret and the concept of childhood. Adults can teach and control children's learning progress and understand the steps of the world. The birth of television has completely broken the threshold. Children can freely get adult information from TV and imitate it. This causes the concept of childhood to weaken, to some extent, resulting in the disappearance of children's clothing and the adult of children's language.

"Children's clothing industry has undergone tremendous changes." In his childhood death, Bozeman wrote, "12 year old boy wears three pieces of clothing to the dance, and the 11 year old girl wears high heels. We are going through a fashion backwards, and the way to distinguish children through clothing is no longer feasible.

The disappearance of childhood, the adult of children's clothing, this is right. Luxury brand Maybe it's a good thing to give them enough time to cultivate a consumer's loyalty. It is interesting to note that as adults say, adult fashion has a tendency to be younger. Many adult women prefer to wear large children's clothing and make children dress up. According to psychologists, this is a way to release pressure.