Luxury Children'S Wear Is Becoming Popular!

Liu Shanyi, 28, has found that more and more colleagues are starting to buy luxury goods this year.

Now.

These bags often have a classic brand print, and the size and shape are very regular. If they are not printed with khat's bow or animal pattern, they can not be told back to children.

In the little red book, luxury children's bags have also become a popular search.

The most common number of Gucci children's bags is mostly handbags. They are small in size and can even put down sunglasses and small and medium books.

Not to mention schoolbags, it's entirely adult.

Netizens share this strategy of buying these bags. Tokyo or Osaka is the best place to buy. After a child bag starts, it costs about three thousand or four thousand yuan, and the price is very fair.

Children's wear is not for children only.

In fact, luxury children's clothing business is not confined to bags. Some women's wardrobes are beginning to appear more and more children's clothing series such as Armani Junior, Marni Kids or Rykiel Enfant. If you are a little girl or boy, it is even more difficult to wear a large size clothes of European children's clothing.

。

This is more common in Asia.

For Asian women with smaller stature, buying children's clothing is nothing new.

This phenomenon may be even more significant in Singapore. According to the Singapore media Asiaone, designer children's clothing brands have poured into the market in large numbers, and their target audience is not only confined to children, but also those petite girls.

According to the traditional retail rules, the popular fast fashion and light luxury brands like Gap and J.Crew will inevitably develop children's wear lines, Gap Kids and Crewcuts, but now designers like Fendi and Marc Jacobs have joined the team. They have launched Baby Dresses with coral gauze and even 150 dollars worth of boots for children who can't walk.

Multi brand buyer shop Club 21 is the first to start deep tillage.

One of the designer brands in the field, in 1997, they launched a sister brand Kids 21 children's wear, which covered about 30 children's wear brands. Today, it has more than 110 brands, distributed in three independent stores. Only last year and two years this year, 33 new brands were settled.

Some newly emerged designer children's wear brands will expand their sizes, increase the supply of large size products, basically meet the children's clothing of 14 to 16 years old. This size can basically be equated with the XS or S code in women's clothing, and the maximum size of children's shoes can even reach 38 yards.

This allows adults to put themselves in.

Adult consumers purchase

The biggest concern is design.

However, the brand has long helped you to think that unlike the traditional children's wear brand, the designer's children's wear brand and luxury brand's children's wear line design is not entirely younger, but tends to display the classic elements of the brand in a younger way.

On the other hand, price is undoubtedly the most attractive reason.

The price of most children's clothing is lower than that of men's and women's garments, which makes some consumers have the opportunity to enjoy high-end brand products at a lower price.

For example, Burberry Childrenswear's cotton jacket sells for $495, while similar adult women's jackets start at a price of $900.

Last December, Burberry opened the first independent store for children's wear.

When adults wear children's clothing market is becoming more and more large-scale, brands will receive feedback from consumers.

Many parents are putting pressure on brands, hoping that they can make products that their children need.

According to the New York Times quoted the founder of Stacey Fraser, the founder of children's wear brand Pink Chicken, the company will let customers send their own mail to show what products they need. Some customers will directly say, "I want Josie Pant, can you do it next year?" or "the design of the coat of Ava (children's wear) is excellent. You must make it into women's garments."

Fraser pointed out that the first full dress series will be launched in January of next year.

To some extent, children's clothing has nurtured and inspired adult clothing, and such brands are also rare. Poland children's wear brand Hanna Andersson is also developed from children's clothing to adult series.

It's so hard to be an adult.

Brand analysts give a series of reasons behind this phenomenon.

In the recession of economic environment, parents are also eager to get the same treatment while dressing up their children. At the same time, as a large number of "mother entrepreneurs" grow up, they, as consumers themselves, have more empathy and insight to the group of contemporary mothers, and can better cater for the needs of customers and their children.

Marshal Cohen, the leading industry analyst at NPD group, a market research firm, pointed out: "the horse drawn cart is leading the horse.

We have crossed the top, and we have passed to the other side.

Cohen refers to a group of people who become mothers and men in the tide of consumption upgrading. Before they become parents, they have received a good education. They have their own understanding and understanding of aesthetics and fashion culture, and know which handbag should be matched with this sweater.

When such a group has its own offspring, the same way of life is covered in the process of educating their children.

More importantly, contemporary parents have a stronger desire to communicate with their children and to have an emotional connection than the older generation.

"The so-called generation gap in the past has now become a link."

Cohen said.

In addition, the idea that contemporary parents want their children to keep up with the trend is more intense, and directly leads to more frequent shopping habits for their children.

Jane Buckingham, President of trend forecasting and consulting company Trendera, said that because fashion brands have become more mature in recent years, consumers have already got a better understanding of fashion products at the first moment of having children. At that time, brands can easily use people's feelings, hopes and dreams among their children to do marketing.

"This is the best time to win the loyalty of a mother to a brand. When a woman has just become a mother, everything is possible and everything is beautiful and pure.

"Cohen said.

American writer Maria T.Bailey has written a book entitled "Power Moms:The New Rules for engagement Mom influencers Who Who," she pointed out that the mothers of the millennial generation (30 years old and below) are basically keeping a close relationship with their children, so they are also very happy to recall these feelings repeatedly. "Even they will celebrate parties during pregnancy, or publish fetal sex in an exaggerated way."

"If they link this feeling to a good celebration occasion with a brand, they are likely to maintain a high degree of loyalty to the brand and patronize them again and again."

Bailey wrote that when customers trust a brand, they are more willing to buy any other product from the same brand.

For millennial parents who focus on fashion, children are an extension of them. In the case of the millennial generation taking up 45% of the total consumption of luxuries, the brand can create a more lasting relationship with the whole family through the use of children's clothing.

Let children wear children's clothes.

However, the adult's favor for children's clothing is pushing children's clothing industry to keep on iteration. At the same time, it also raises another question. Where is the boundary of the childhood world?

Andres Dorronsoro, vice president of Old Navy Kids, said in an interview with the BoF fashion business report that the school year is not only a time for learning reserves, but also a time for children to express themselves.

The way back to school was a red carpet for children.

At present, Old Navy Kids occupies third of the global market share in the children's clothing market. "Children know more about the trend than before."

Dorronsoro said.

Benefit from

The penetration of the industry into children's clothing increased from 122 billion 100 million euros in 2010 to 135 billion 600 million euros in 2015.

According to the analysis of Bernadette Kissane, an analyst with European Consulting Company, although children's clothing only accounts for 12% of the total market, the growth rate of children's wear has exceeded men's and women's wear in the past five years.

At the moment, many department stores have already opened up a whole layer of space for children's clothing.

For example, there are many designer children's clothing brands on the four floor of Gao Dao house department store. After refurbishing last year, the department store provided 20% of the children's clothing stores and increased the series of luxury children's clothing such as Young Versace.

Demographic change is, of course, one of the main driving forces.

Not only in 2014, the birth rate of the United States rose again, and China opened the two child policy in recent years.

In addition, the increase of disposable income of residents has increased the proportion of investment to the next generation.

At the same time, in the Asia Pacific region, thanks to the rapid expansion of international brands in this area.

Adidas, Nike and H&M are all the top ten brands of children's clothing market in the region. Asia Pacific has become the fastest growing market for children's wear in the world.

2015, children's clothing in the Asia Pacific Region

The value is 44 billion 100 million euros, and it is expected to reach 65 billion 100 million euros by 2020.

However, the market is experiencing hollowing out.

Similar to adult clothing, the market is undergoing a polarization, making it difficult for middle grade brands to regain lost market share.

In comparison, the fastest growing luxury product is children's wear.

The reason behind this may not be positive. Especially in China, "little emperor syndrome" is a common phenomenon in contemporary families. Many years ago, the one-child policy and the idea that parents want to give their children less than one generation's welfare life have made many children in a spoiled and spoiled environment.

This is not entirely a result of consumer driven.

AlexandAlexa Jenny Slungaard, a senior public relations manager, told the South China Morning Post that children's clothing business is an extension of the brand. In order to cultivate them into the future consumers of the brand, this is the essence of a brand's survival -- by attracting new customers and building a strong brand image.

AlexandAlexa is known as "Net-a-Porter" under the age of 14. It is expected that this year's sales will exceed 40 million euros.

In the late 2000s to early 2010, a series of luxury brands including Marc Jacobs, Stella McCartney, Lanvin, Gucci, Fendi and Dolce&Gabbana seized the trend and began to enter the children's wear market.

Not to mention, last year, Kardashian and Kan launched their own children's wear brand Kids Supply on Snapchat and Instagram.

Although Vince and Tommy Hilfiger and other brands

Business is authorized by external companies, but the design and production are basically carried out by internal teams, so it is very similar to the men's and women's clothing series, which caters to the desire of parents and children to wear the same family outfit.

In March 2016, Farfetch launched the children's wear department. According to Candice Fragis, director of purchasing and sales, Buberry, Moncler and Dolce&Gabbana are the best selling brands. "We found that buying children's clothing was not for practical purposes, but for adult clothing accessories."

Despite their parents' perspective, most of them dress up with their own "mini self" mentality, but for the brand, the development of children's wear must not be a mini copy.

Dior Baby

The series is probably the oldest. It has been established since 1967. Creative director Cordelia de Castellane said that as an independent category, it is important to stand out, and the mini version of garment fashion is not feasible.

"Dior Baby always has its own DNA. Of course, we share some common elements with Dior, but we have our own image.

I'm careful to avoid the mini route.

Because children are children. They should have their own clothes. After all, they are adults for the rest of their lives. "