All Kinds Of Clothing Brands Increase The Layout Of Children's Clothing Market, And Actively Seize The "Big Cake" Of This Industry.

Adult fashion and leisure extension brands show bright eyes.

"Safety", "safety" and "safety" are three important things.

For many parents nowadays, when buying children's clothing, there is no doubt that safety is to consider the TOP1 of the factors.

"On this basis, if it is comfortable and fashionable, it will become the first choice."

Guan Tong, who has two babies, is sure to say many mothers' feelings.

Compared to the low price advantage of online children's clothing, the "offline shopping" is still the main channel for mothers to buy children's clothing.

According to the statistics of the China National Business Information Center, through the investigation and statistics of the growth of the retail sales of the clothing categories of the national top 100 major retail enterprises, the sales of major clothing categories have been warmer, especially children's wear. The growth rate of children's wear increased rapidly in 2018, compared with 9.2% in the 1-8 months, which is much higher than that of men's wear and women's wear.

Forward-looking Industry Research Institute data also show that in the next three years, the compound growth rate of the industry will remain at around 14%, and the market scale will reach 266 billion 500 million yuan by 2020.

The major clothing brands have increased the layout of children's clothing market, especially the middle and high end children's wear market.

By visiting Tongzhou Wanda Plaza, Roosevelt square, and the blue harbour, the reporter learned that the children's clothing below the line is basically interspersed in the children's entertainment and education industry of the shopping center, which can be divided into three camps: adult fashion leisure extension brand, sports leisure brand and fast fashion brand.

Adult fashion leisure extension brands are represented by MiniPeace, littleMO&CO, jnbybyJNBY and gxg.kids. Sports and leisure brands are represented by AdidasKids, NikeKids, Anta, 361, Lining and so on. Fast fashion brands are favored by consumers, such as UNIQLO, GAP, ZARA, H&M and C&A.

"Buy and see in the shop, feel, regardless of fabric, workmanship is clear at a glance.

And they are all brands, which are more reassuring.

A mother who chose NIKE children's clothing in blue harbor said.

A well read brand with a well known brand is still a well known brand.

Although almost all children's clothing brands emphasize fabric safety during publicity, it is difficult for ordinary consumers to distinguish which fabrics are really safe, and some do not even look at labels and labels of clothing.

So choosing the famous brand becomes the simplest way to distinguish the good from the bad.

For the adult fashion leisure extension brand, the original popularity in the field of adult clothing has already endorsed the brand. Sports and leisure brands are better in fabric and comfort, and are more suitable for children's growth characteristics.

Although fast fashion brands have repeatedly exposed quality problems, many parents have chosen because of their cost performance and overall quality.

Unlike adult clothing, children's clothing production is more complex.

Especially for children's clothing, the color requirements are high, the requirements for fabrics, printing and dyeing are much higher than that of adult clothing. In the whole garment industry, the production standard is the highest and the number of children's clothing is more, which is a great test for children's clothing brand.

In fact, the main decision of children's clothing consumption is still in the hands of parents, especially the mothers' aesthetic preferences determine the consumption of children's clothing.

In the past, children's clothing consumption dominated by "70 parents" was gradually dominated by "80", "post-90s" or even younger parents.

These young parents have higher requirements for aesthetic, functional details and safety requirements of clothing.

In the design style, their aesthetic taste also affects the decision-making of children's wear brand designers.

"When the safety and quality of children's clothing gradually become a hygienefactor (maintenance factor, that is, to prevent consumers' dissatisfaction), young consumers are concerned about the comfort of children's clothing while they also value the design sense and uniqueness of their products."

Wang Chong, a joint partner of OC&C, believes that the pursuit of personalized young consumers is very "picky."

In order to meet the "picky" of young consumers, in terms of design sense, MiniPeace, littleMO&CO, jnbybyJNBY and gxg.kids represent the brand extension of adult wear.

Whether the product design or shop display, people can "walk the road", so they almost occupy the "C" location of children's clothing areas such as Wanda and other large community shopping centers.

Fashion and childlike interest are the overall impression of these brands, but they have their own distinctive style.

According to MiniPeace's shopping guide, the new product in the store is a joint venture with Disney. The 2018 autumn and winter are mainly the classic images of Mickey Mouse and Donald Duck. In 2019, the piggy piggy piggy was designed in the year of the pig year.

The reporter saw that the image of piggy, which was not stiff, was copied, but it was combined with the characteristics of sweater, coat and so on. It showed different designs and LOGO, lovely and fashionable.

LittleMO&CO, jnbybyJNBY, gxg.kids continue the style of adult brand, littleMO&CO color is more abundant, visual impact is strong, jnbybyJNBY plays the role of neutral wind, personality is obvious, and gxg.kids also combines some cross-border elements.

"I liked the design of Taiping bird very much. Now the clothes of a family are basically solved in this brand."

In the MiniPeace shop, Guan Tong bought a down jacket for each of his 9 year old son and his 2 year old daughter.

Like Guan Tong, a large part of the customers of these brands are "fans" of the original adult clothing brands. According to the reporter's observation, the mothers who choose some children's wear brands are mostly similar styles.

Comparatively speaking, the design sense of fast fashion brand children's clothing is more biased towards adults, while the design of sports leisure brands, especially domestic brands, has been greatly improved. Many products combine with the famous cartoon IP image to highlight children's interest.

From the point of view of price performance, the fast fashion brands in the three camps are obviously better.

The design of a brand new adult extension brand is also more like a "big brand" in terms of price.

A down jacket is still in the range of 800 yuan to 1000 yuan, and the sweater is also three hundred or four hundred yuan.

In ZARA, a 90 white eiderdown down dress is priced at 499 yuan. Because it is in the discount season, the cotton clothes are sold at a discount of 228 yuan, and sweaters and shirts are basically less than 100 yuan. Therefore, the parents who come to buy are in an endless stream, and basically buy three or more.

"You are willing to spend ten thousand yuan on a bag, but buying clothes for children 300 or 500 may be expensive."

A mother who is shopping is saying that on the one hand, parents are willing to invest more in their children, but on the other hand, because children grow very fast, many clothes can only be worn for one season, so many parents think that buying too expensive clothes is not worth it.

The production cost of children's clothing is not lower than that of adult wear, but the price of children's clothing can not be set too high, which also requires brand balance.

At the same time, the typical family structure of "6+1" and "6+2" appears more and more. The children's clothing market is also changing from the practical dress that satisfies the basic dress to the fashion and beautiful brand. In the future, there will be more room for the development of the brand with the quality and the pursuit of style.