Luxury Brands Fall In Love With "Sprouting Children" And Rise In Luxury Children'S Wear.

< p > with the rise of the tide child economy, the fashion brands have launched a series of children.

However, the debate on whether children should be so luxurious from childhood has never ceased.

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< p > < strong > falling in love with "loli is too" < /strong > /p >

< p > luxury goods are internationally defined as "consumer goods that are unique, scarce and rare beyond the needs of people's survival and development". Luxury goods often give people a sense of luxury, elegance, dignity and fashion. They are generally regarded as the appendages and pursuits of adults.

But now it seems that luxury brands have gradually fallen in love with "sprouting children".

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In the first London International Children's Fashion Week held in March 2013, a group of "pretty mothers" took the tide boys on the T stage to show the latest fashion of the luxury fashion brand children's series. < p >

These "loli Zhengtai" are dressed in Burberry, Ralph Lauren, Marc Jacobs and other luxury brands to run through T platform, and are even more eye-catching than the real models.

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< p > despite the fact that the luxury industry has passed the "cooling" signal in recent two years, the high-end consumers in the world have not reduced their budgets to their sons and daughters, which makes more and more fashion brands start to focus on children's clothing and children's products.

In the high-end department stores in Beijing and Shanghai, luxury children's clothing counters are very eye-catching.

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< p > Yang Lexin is a post-80 "pretty mother" who was originally a fan of Dior fanaticism. She was keen to dress her daughter as a diminished version of herself.

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< p > "my baby is 2 and a half years old.

From birth to the present, only over 200 thousand yuan has been spent on toys and clothing, nearly 4000 yuan of Dior little windbreaker, 800 yuan of baby bottles, nearly 500 yuan pacifier and so on.

Yang Lexin's husband is a top management in a world top 500 company. Her greatest pleasure as a full-time wife is to purchase new items from the luxury children's wear counters and dress her daughter up as cute and fashionable.

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< p > a mother like Yang Lexin is not a case in Chinese cities.

From infants and young children, they try to buy the best food, clothing, toys or school things for their children, hoping to prevent them from losing at the starting line.

"Who is the new consumer group of luxury goods in China? Those are babies and teenagers who are born in big cities and have good family economic environment.

Their parents may be the target consumers of luxury goods, but they are more willing to spend money on their children.

Wang Depei, vice president of China Economic Restructuring Research Association, and director of Shanghai Fu Kha Economic Prediction Research Institute think so.

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< p > from the current luxury group earnings report, children's clothing only accounts for a small part of the group's income, but with the "Liang Ma" spawning the tide child economy, the future luxury children's wear will have a more obvious growth.

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< p > over the past 3 years, the sales volume of Dior baby brand "Baby Dior" has increased by 60%.

Researcher Axel Damm, a researcher at the market research organization, "children's idols" said: "< a href=" http://www.91se91.com/ "target=" _blank "> designer" /a ". They intend to create a new world for their products. They hope that their children will become familiar with their brands from childhood, although their children under 3 years old do not know what luxuries are, but their parents understand.

People want to distinguish themselves from their children.

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< p > indeed, in the past two years, luxury brands such as Gucci, Dior and Armani have launched the "children's Edition". The category includes < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > cosmetics, leather bags, < a a "" "", "shoes", "shoes", "schoolbags", etc.), some products are expensive, which is more than ten times the average brand.

Among them, the luxury Dior launched a series of children's clothing and baby supplies, a set of girls' dresses priced at around 5230 yuan, and the price of a boy's dress is around 6000 yuan.

In addition to children's suit, Dior and baby clothing series, the price is also more than 3000 yuan.

According to the German Federal Statistical Office, German parents spend 549 euros a month on their children.

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Sophie Devonshire, founder of BabeswithBabies.com, the famous online luxury goods store, said: "at present, the trend of people wanting to use luxury goods as children's gifts is becoming more and more obvious." P

They want to show how special their gifts are. "

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< p > < strong > "betting" children's wear products < /strong > < /p >

< p > < < a href= > http://www.91se91.com/ > target= > _blank > dress > /a > the development of children's wear is relatively short, but it shows an amazing explosive force.

According to a survey report on children's luxury goods, 60% of Chinese consumers now claim to spend more than 3000 yuan a month to buy children's luxury goods.

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< p > children's clothing this "Pediatrics" field has attracted the attention of luxury brands since 1960s. One of the originator of luxury children's clothing, Dior set up a Deputy brand Baby Dior in 1967, and also had a little "play with tickets" meaning.

Prior to that, it only customized children's clothing for important customers such as Ellizabeth Taylor's daughter.

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< p > Princess Grace of Monaco has an indissoluble bond with Baby Dior. In 1957, she asked Dior to design a birthday gift bag for her beloved daughter, Princess Caroline.

Dior is also interested in children's clothing.

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"P" in November 7, 1967, the first Baby Dior boutique of Dior opened in Montaigne street, and the princess of Monaco, Grace, also cut the color for himself.

Mark Bojang, the chief designer of Dior, presents his first clothing series for newborns and children under 4 years of age: lotus leaf silk embroidery, wavy ribbon, cicada yarn, thin silk yarn...

Later, Baby Dior became a derivative brand of Dior for children aged 0 to 12, and designed children's clothes, child shoes, bottles, dolls, gift boxes and other children's products.

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< p > of course, the profit margins and huge market potential of children's clothing are the important reasons for attracting many luxury goods into this industry.

People in the industry say frankly that 60% is only the average gross margin level of children's clothing industry. The gross profit margin of some international children's wear brands authorized to operate is 200% or even 300%. Luxury children's clothing is a high premium industry.

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< p > therefore, the market of high-end children's clothing and children's products is like a cheesecake that is incomparable and tempting. Everyone wants to eat.

Fashion brands have opened up children's wear lines: Paul Smith launched the sub line Paul Smith Junior in early autumn in 2010; Gucci launched the first children's wear series in spring and summer in 2011; Fendi also cooperated with famous brands in Italy to test children's clothes; Versace first launched Young Versace Series in spring and summer in 2012.

Before that, Burberry, Marc Jacobs and other brands have been operating in the field of children's clothing for many years.

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< p > in the UK, the market value of luxury children's clothing has reached 500 million pounds (about 4 billion 700 million yuan).

The Chinese children's clothing market is especially important for the big brands. "We must be eager to give children the best" Chinese love son, which is easy to turn into the consumption impulse of children's fashion in the new generation of parents who belonged to the post-80s generation who belonged to luxury consumption.

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"P," said Linda McLean, fashion director of Junior, the world's famous child care magazine. "I don't think this is a sudden trend. After all, the market of luxury children's wear industry has been growing in these 10 years.

And in the children's clothing industry, the gift potential is very huge.

This explains why so many luxury brands are "catching up" in children's clothing industry.

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< p > < strong > "star two generation" effect < /strong > < /p >.

< p > in fact, there are not many advertisements for top luxury children's clothing. The fashion star's "star two generation" is undoubtedly the best sign in daily life.

In 2013, Wang Shi Ling, who was known and loved by many people because of his parent-child program, "where to go," was dubbed "a local tyrant" because of everyday wear.

On the Taobao, there are as many as 4082 pieces of baby with "Xiao Xiaoqi" (football star Beckham and his wife Vitoria Beckham's daughter).

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< p > the history of children's involvement in the fashion industry started decades ago, but the trend of "tide boy" has become a popular topic and a trend of fashion consumption.

Among them, a media attention to "It Baby" (meaning the children of Hollywood 70 and 80's generation "material stars") become an important catalyst for the introduction of "tide boy" into the public fashion life.

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< p > how many fashion fans once tracked the streets of "It Baby", the "originator" of Julie So (Tom Curise and Katie Helms's daughter), and called "a daughter must be dressed like this" in the future.

Little Julie So is dressed up every time, and is the fashion leader of the Hollywood star baby.

In the US "OK!" magazine, Hollywood's "Star Baby" who will wear a href= "http://www.91se91.com/" target= "_blank" and "clothes /a" is the little Hollywood's millions of Wah Yuen dressed to press other star babies.

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< p > how many of the mothers with male treasure often refer to the "rock and roll fan" created by Gwen Stephanie, the designer of hot mother.

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< p > last year, the picture of Princess Kate discharged from George's little prince appeared on the Internet for less than four hours.

"The influence of George's little prince on the sale of baby products is nothing more than the influence of Princess kate on fashion."

The daily mail of Britain even said with great exultation.

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< p > Anngelina Jolie and Brand Pitt's daughter Muccilo Nuwell was born with the top luxury pacifier with 278 diamonds and a value of 17 thousand dollars.

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< p > the top baby car "Stokke Xplory" is famous for its American drama sex and the city. A spokesman for the company said: "the white limited edition baby carriage sells for 1500 pounds."

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The brand "P" is known as a special diaper bag. Super model Heidi Kram and Oscar award nominative Winnis Petro are all loyal users of the "luxury bag", which sells for 525 pounds.

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< p > < strong > private custom taste > /strong > /p >

< p > in foreign countries, it is not unusual for a star to bask in "private custom". Some of the stars are born with private customized items.

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< p > 2013 Christmas, as the most successful star mother of Hollywood, Kim Kai Dai Shan, on the social network, has successively exposed her daughter's "little northwest" Christmas gift.

Like Kim Kardashian's favorite Hermes, he meticulously designed pink blankets and shoes for the "small northwest", and the pony car on the blanket was changed according to his logo.

Charlotte Olympia also specifically reduced the popularity of Kitty face flat shoes to children in the "small northwest".

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< p > the first thing to think about private customization is the European royal aristocracy.

The word "customizing" originated from the British "saliver stree". This street was made famous by advanced clothing. At the very beginning, only a few special personages could enjoy it. For example, royalty, dignitaries and jazz, Churchill, Napoleon III and Lord Nelson were custom-made supporters.

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< p > now in Europe and America, private custom is favored by the upper class, not only because of its uniqueness, but also because it is a symbol of wealth control, without luxury brand big bronzing logo, and the blood of senior custom is retained in an introverted and low-key noble.

This is the charm of private customization.

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P, for now, for various reasons, there are still few luxury brands that still serve minority customers.

But there are still luxury brands like VIICODE (skin care brand) and Arnys (French veteran custom) that insist on smugglers customizing routes and create exclusive luxury for their customers.

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< p > on the streets of Paris, Arnys and Hermes are facing each other. Compared to the gorgeous shop windows of the opposite shops, Arnys is very quiet.

The first floor of the clothing store is not luxurious. Only the familiar old customers know that the two floor is one of the most senior men's clothing in Paris.

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< p > Arnys is a brand rarely seen in fashion magazines but is loved by the fashion giants who dominate the fashion. It controls the luxury goods of the French spring group, Pinot and sons, who have signed big designers such as Gucci, but privately prefers Arnys's casual clothes. The famous political figures such as former French President Riloran Fabius and Francois Fillon are also loyal customers.

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< p > the Ashley Fred family, who is in charge of the family trade business, is a private custom advocate.

In the middle of each season, husband Fred will bring his son, who is just over 12 years old, to Paris or London's private tailor made clothing store to customize the men's clothing next season.

The whole customization process is slow and detailed. It takes at least one month from appointment to pick up.

Because of the tedious and exquisite process, a set of children's men's clothing costs about 5 to 80 thousand yuan.

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< p > < strong > adult controversy. < /strong > /p >

< p > in today's big children's children's line, the trend of children's clothing is becoming more and more adult.

The accompanying controversy has never been so noisy: in the first London International Children's fashion week, the overelaborate design and luxurious materials used by small models have raised many parents' concerns.

On the cover of the children's edition of the French version of Vogue, Dylan Brondo, 10 years old, was wearing a deep V dress and three inch high-heeled shoes, leaning on Leopard pillows, and showing a cold and sexy gesture, which led to the controversy over whether the adult fashion of children was too early to strip away the innocence.

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< p > should we buy luxuries for children? Some experts believe that the high-end of luxury goods mainly comes from the cultural connotation of brands.

But children are mentally young, most of them are hard to understand and appreciate the cultural connotation of the brand, but only pay attention to the external appearance of the brand, resulting in a strong vanity.

This will mislead the children's value orientation. If we want to improve children's taste, parents should cultivate their connotation and improve their own quality.

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Christie, the Fashion Critic P, has attributed the rise of big children's clothing in recent years to the change in the concept of parental consumption.

She believes that, with more and more children joining the ranks of the parents after 80 and 90, it is inappropriate to discuss how much parents are willing to spend on children's clothing. These new parents' pursuit of brand and quality will be mapped to children. "Children are a mirror of parents' preferences. If you dress bright and bright to participate in activities, children must be bright and educated and etiquette to show your taste. Obviously, these are all the pursuit of daily life."

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"For women, children are their own mini version. Women want to see their fashion taste extend on their children," P said.

Gucci found the famous female stars and their children to do their own children's clothing endorsement, it is precisely because of the familiar consumer psychology.

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