Luxury Brands Have Poured Into Children'S Clothing Market.

Dolce and Gabbana's kids spring summer series

Today's boutique stores are often a trance - when it is placed in front of us with a mini Moncler fur trim ski suit, it is hard to imagine 3-6 months of babies flying in the snow field.

Wearing scenes is not.

Cards need to be addressed.

From Givenchy, Balmain, Dolce & Gabbana, Gucci to Fendi, Moncler, these formerly belonged to the adult world

Successive influx

In the market, even babies who are born are not let go.

Gucci fans can buy a embroidered sweater worth 865 yuan (5848 yuan) for their children, while Fendi provides 390 yuan (2636 yuan) sandals.

The red carpet Elie Saab last year even displayed the elegant embroidered mother and daughter dresses in the 2016 autumn and winter Gao Ding show.

Elie Saab 2016 autumn winter high definition series

Elie Saab 2016 autumn winter high definition series

According to the world clothing and shoe net, the fashion and fashion media also launched the children's clothing website Hypekids.

"Building Hypekids is because our customers want to find relevant information on the platform after they have children, whether they are children's fashion trends, brands or toys."

Hypebeast answered the fashion website Fashionista email interview.

We can take a look at the performance of the collection brand retailers: the high-end children's clothing network platform childrensalon.com sold more than 280 designer brand children's clothing to customers from 110 countries. In 2015, the annual turnover reached 4 million 270 thousand pounds, up 51% over the same period last year. Luxury goods suppliers Farfetch and Net-a-Porter also realized the potential of the market: the former has opened a special sales page for children's clothing throughout the year, and the latter has been registered in 2013 and will be used in the Petite- -Porter -Porter domain name for children's wear sales.

Dolce & Gabbana's ladies' dress

The marketing method of Saks Fifth Avenue is to put children's clothes in women's clothing and sell them with the concept of mother and child.

The eye-catching single products, such as Gucci's snake pattern children's wear, sell quite well.

Roopal Patel, department store fashion director, told fashion website Fashionista that "if mom is a Gucci fan, she will most likely let her children wear Gucci".

According to Euromonitor statistics, the children's wear market increased by 5% in 2016 compared with the same period last year, reaching a sales volume of US $203 billion 400 million.

But the proportion of designer brand is very small, only 5 billion 890 million US dollars, less than 3%.

In view of the global trend of low birth rate, Bernadette Kissane, a European analyst, believes that parents will spend more money on designer children's clothing in the future.

Compared with men's and women's garments, the price of children's wear is relatively low.

Luisana Mendoza, founder of online platform Maisonette, said: "children's clothing is an entry product of luxury brands.

Maybe you won't buy yourself a $10 thousand Dolce & Gabbana dress, but you will spend 200 dollars on a brand name children's dress.

The consumption experience is actually the same.

In addition, the star two generation effect can not be ignored.

Those young parents have chased stars into family life and started raising children.

They are naturally not soft when dressing up their children.

Kardashian's daughter walked through the Balmain jacket, worth $3500 (about 23 thousand and 700 yuan) fur and Vetements dress.

What can rival her is Beyonce's family Blue Ivy Carter and Beckham's little seven.

The former likes to wear Gucci, while the latter matches Chlo's jacket, Burberr coat and Ferragamo ballet flat shoes.

When it comes to Beckham, the royal family has to be mentioned.

Every time the prince and princess Sherlock attend their activities with their parents, they are like fashion shows.

Their clothes, shoes and caps must be picked up by the media.

The fashion of children's clothing has led to a number of fashion bloggers.

Yelena Pukay, a private shopping guide, relies on dressing up for her little girl to accumulate 34 thousand fans in Instagram.

In addition to the traditional children's wear brands such as Oscar et Valentine and Bonpoint, there are also Dolce & Gabbana banana leaf printed swimsuits.

More parents are setting up Instagram accounts directly in the name of their children. They are committed to developing them as fashion bloggers from an early age.

Alonso Mateo can be found on the Internet from diapers to today's Gucci photos; Laerta's love back Chanel handbag on the little princess route, with Timberlands children's shoes and leather jackets; Liam, though only 8 months old, has 357 thousand fans on Instagram.

Alonso Mateo

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Laerta

Liam

We have to face up to the fact that most people today live on social platforms.

In the past, parents in western countries might dress their children for their weekends.

The exposure frequency of children has greatly increased with the application of all kinds of pictures, and the new hat of new clothes and new shoes has become a rigid demand.

Growing pains always come.

Compared to men's and women's wear that can wear 1-2 seasons, children's wear may only be enough for one season, because children grow fast.

In the western countries with second hand concepts ahead, the second-hand high-end children's wear market has gradually become a prototype.

Online platforms including Vestiaire Collective, The RealReal and My Kid's Threads have launched related services.

But China may have to wait a while.

More interesting reports, please pay attention to the world clothing shoes and hats net.