Luxury Children'S Clothing Is Still A Major Share Of The High-End Children'S Wear Market.

May 28th to the eve of "61" festival,

Sales will usher in a small peak.

Last week, Miss Lin, a Post-80's mother, spent 20 thousand yuan buying clothes for her baby in the children's clothing brand Bonpoint counter. "This brand looks more personal, and I heard that Madonna's daughter also wears her family's clothes."

Bonpoint, Pual Smith and other high-end professional children's clothing brand is known as "LV in children's clothing".

Pual Smith has entered Hangzhou for half a year, and sales have increased by 20%-30% per month, while the overall sales of luxury children's clothing such as Burberry, Armani and Gucci have slowed down compared with last year.

Although at present,

Still occupy the main share of the high-end children's clothing market, but the new children's clothing brand's accession has a clear attitude.

The target group of luxury children's clothing mainly comes from the customers of the brand adult clothing, and for the people who choose high-end professional children's clothing brand, personalized and fashionable is their main demand.

In the future, the group of young parents after 80 will become the focus of competition among these two brands. According to the analysis of the industry, the growth of the brand needs a long incubation period. If we want to see which one the Hangzhou market prefers, we may have to wait another 5 years.

Children's clothing sales are increasing by 20%-30%

In the first quarter of 2011, sales increased by more than 30%.

This year seems a bit weak.

Last year, Armani, a famous brand of children's wear brand Babu bean, quietly reduced the business area of shopping malls by 30 square meters this year.

In the first quarter of this year, Burberry sales increased by only 2 percentage points.

Compared with luxury brand children's wear, the sales performance of high-end professional children's wear brands is relatively stable.

Sales of the royal family's children's clothing brand Bonpoint in the first half of the year have been maintained at 300 thousand yuan / month, while the brand Pual Smith of children's clothing brands settled in Hangzhou this year increased by 20%-30% per month, reaching 300 thousand yuan in May.

But at present, Hangzhou's high-end children's wear brand market, the number of luxury children's clothing accounts for about 4 percent, and it is still the main force to promote children's wear market sales.

Insisting on high prices is intended to cultivate future consumers.

Due to the decline in sales, Armani contracted the shop area, while Burberry's winter summer wear and summer selling autumn odd rhythm also made consumers feel confused.

However, this does not prevent them from making a dress price tag to 4000 yuan, "this is for 1% people, even fewer people."

Andrew Rosen, the founder of Theory brand, said.

The 1% positioning revealed the true intentions of the big names.

Children's clothing, as a branch of luxury brands, is not the main source of its profits, but it is the source of the main customers after 10 years.

"From childhood to cultivate his brand awareness and loyalty, this is the main purpose of luxury brand management children's clothing series."

Analysis of the industry.

As a rising star's high-end professional children's wear brand, the time to enter the Hangzhou market is later than that of luxury children's clothing, and the same price of 1000 yuan. They are not only popular but also profitable.

At present, these brands rely on the star effect of "Beckham, Tom and Madonna", attracting a large group of young parents' attention.

"Millennial generation" will become the profit point of children's clothing market in the future.

The so-called "millennial generation" refers to the group of consumers aged between 18 and 34. They are the first generation of mobile phones and Internet users. The biggest feature of consumption concept is their willingness to spend money on a brand they recognize.

According to the World Luxury Association 2010-2011 annual official report, consumers in the next 3-5 years, 25 to 30 years old, will become the main force in China to buy luxury goods. This age is also included in the "millennial generation".

"At present, most of our VIP customers in Hangzhou are young parents who are very willing to spend money on their children. Some of them are parents who are 35 years old. They already have better economic strength and spend a lot of money on their children."

Archie&rita children's clothing integration shop sales director Yu Miss said.

With the brand effect, the target group of luxury children's clothing is often the main customer group of the brand adult clothing, and for the selection of high-end professional children's clothing brand, personalized and fashionable is their main demand.

Although the market share of high-end professional children's clothing brands such as Bonpoint and Pual Smith is not as large as that of luxury children's clothing, it is a phenomenon that they are happy to see.

"High end professional children's clothing brands have been in Hangzhou for a long time. They are not exactly the same as the target group of luxury children's clothing. The growth of the brand needs a long incubation period. If you want to see which Hangzhou market is more popular, you may have to wait another 5 years."

Analysis of market participants.