Trend Of Fashion Children'S Clothing Market In The Future

In recent years, the vigorous development of the global fashion children's clothing market seems to be immune to the impact of the global economic slowdown. The sales of many luxury brands have been disadvantageous, and the children's wear market has been booming.

Generally speaking, the increasing affluence of parents, the high birth rate and the fashion trend have more and more influence on consumers, the increase of family income and more spare money, all of which promote the prospect of the global fashion children's wear market.

Based on the latest reports of major brands and several media, this paper summarizes the 10 major trends in the development of the global fashion children's clothing Market:

1, international luxury / light luxury brands have entered the market and ploughed children's clothing market.

The field of children's wear has attracted the attention of luxury brands since 1960s. At first, it only saw two Christian Dior and Ralph Lauren. Since 2000, Gucci, Fendi, Lanvin, Stella McCartney, Oscar Oscar and so on have all expanded or developed new product lines for children's wear.

Shops are also springing up like mushrooms.

Among them, Burberry, as always, sat firmly in the first sale of luxury brand children's clothing sales. In the 2013/2014 fiscal year, sales of children's products amounted to 61 million 960 thousand dollars, accounting for 3-4% of the company's total sales.

Recently, Burberry has been heavily invited to invite Beckham's son Romeo as spokesperson for children's wear. Such a big hand really makes other brands less likely to catch up.

2, children's wear market is growing significantly in developing countries, especially in Asia.

3, children's clothing online and offline sales are all hot. Online sales are more popular among consumers during the economic slowdown, and will continue to promote children's clothing industry.

Online sales such as luxury children's clothing business Alex and Alexa's growth is also considerable strength, this electricity supplier mainly sells Dior, Fendi, Burberry and Ralph Lauren and other brands of more than 90000 pieces of single product.

No wonder, like Net-a-Porter, bought the children's clothing brand domain name named Petite-a-Porter in 2009.

Goods have also expanded the children's wear Department area to 66000 square feet (about 6072 square meters) recently.

4, the introduction of children's wear series or more and more designers focusing on children's wear, children's clothing design trend is mainly divided into children's wear design adult or parent child clothing - such as Burberry has launched mini-me, but many designers are strongly opposed to small adults wear.

5, the safety and comfort of children's clothing is attracting more and more attention.

The toxicity of chemical dyes in textiles has been reported many times. Natural organic fabric children's clothing is increasingly popular. Especially in Europe, Japan and the United States, the demand for clothing made of organic cotton is getting stronger and stronger.

6, the family consumption of children's wear varies greatly according to family income.

7. High end children's clothing has great potential. Sports / leisure sports children's wear has become a major trend.

High end infant clothing is increasingly being presented as a gift: the sale of high-end children's wear brand Caramel Baby & Child Child (a party dress price tag of up to 250 pounds) has increased by 20% over the past two years.

Sportswear is also fashionable because of leading healthy lifestyles, especially helping kids lose weight.

8, children's clothing brand mergers and acquisitions will be more frequent.

In 2009, Ascena Retail Group bought DressBarn Justice from DressBarn, the largest and most important acquisition in the children's clothing industry in the past 5 years.

In recent years, Chinese enterprises have also begun overseas mergers and acquisitions, such as the acquisition of American brand WP Evenflo Group Holdings, Inc., and the acquisition of Korea's largest Agabang&Company brand.

9, enhance the acceptance of brand in the children's heart by obtaining authorization / cross-border

For example, recently, many businesses have launched children's underwear and pajamas series, which have added a lot of added value to the original costumes based on cartoon characters. Successful cases include Barbie Princess Princess Bobbi and Spiderman nightwear Spiderman pajamas.

10, the influence of children's opinions on parents' purchase decisions should not be underestimated.

If businesses use advertising skillfully, they will definitely affect today's smart children.

(we recommend watching Ralph Lauren's Magic School Series The RL Gang).

Why has the fashion children's wear market been booming in recent years?

1, with the trend of TV, Internet and mobile terminals, advertisements are more accurate. Parents are paying more attention to children's fashion and their influence. In particular, parents in big cities are more vulnerable to global trends and media.

2, the main reasons for the hot market of children's clothing in developing countries, especially in Asian countries, are: the favorable demographic structure and the new middle class, the increase of women's employment ratio, the increase of income, more attention to the development of children, the rapid development of retail infrastructure, and the obvious preference of the affluent middle class to lifestyle products.

3, the booming global tourism market has also increased the sales scale of children's wear market.

4, in developed countries, especially in Europe and the United States, with the largest share of children's clothing market, the family finances are better because of late childbirth. The baby boomers are grandparents today. They have more spare money to spend on their children and grandchildren. (baby boomers baby-boomer is born after 1947 to 1961, after the two World War).

The "lone country" fashion circle.

It is easy to see that celebrities are appearing more and more in the front row guests of the fashion week, while in France, Paris, the French brand Bonpoint, founded in 1975, has just become the first luxury brand to wear the same size as Dior and Chanel. The Marie-France brand can be regarded as the leader of children's luxury brands. Mrs. Obama, Beyonce and Bei Sao are all fans of this brand. Now there are more than 100 shops in 27 countries.

Besides the traditional fashion week, we can also see children's fashion week, such as the children's fashion week PetitePARADE, which started every two years in 2010, the first London Global Kids Fashion Week in 2013, and the tickets sold up to US $150 were sold out quickly.

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How can children's clothes sell?

The law of gold marketing can be used for reference: Meng wa + beautiful dress + celebrity parents = the best PR.

I believe that no one in the world does not know that little Surrey Suri Cruise, Beckham's family's daughter Harper and young master Romeo, the scenes of paparazzi always follow them, especially the son of Prince George, the son of Prince William and Princess Kate, can be regarded as the most concerned baby in the world. People even set up a special website for him: WhatPrinceGeorgeWore.com, recording his costumes, gifts, toys and telling everyone where to buy.

London designer Rachel Riley's high-end traditional children's wear, Belgian brand Les Petite Abeilles and Spanish children's wear Neck & Neck's climbing suit were all exploded by the little prince crossing.

The British Baby Toddler brand Early Days had the effect of "Little Prince", resulting in too much traffic on the website. Online sales had to be suspended, and orders in the US and Japan also soared.

Let people have to sigh, chasing stars on the same body as a baby.

The size of the global children's wear Market:

The proportion of children's clothing in the clothing market is still very small. According to the statistics of Reference for Business on the US market, the children's clothing department of shopping center accounts for less than 5%. Even in children's monopoly stores, clothing usually accounts for 17% of the store's total area, accounting for 16% of the total sales, and children's furniture accounts for about 2/3 of the total store and total sales.

Have to say,

The actual scale is actually hard to measure, because most children's clothing companies are private businesses. According to Fashionbi, by 2017, the total market of children's clothing will increase to 173 billion 600 million US dollars, the composite annual growth rate is expected to remain 4.2%.

According to IBISWorld data, the sales revenue of the 4 giants of the children's clothing industry in the world accounts for 67.1% of the total sales revenue of the industry. The market concentration is at the middle level, with many market participants and low switching costs.

The children's wear market will grow steadily in the next 5 years, and consumers will continue to buy for famous brands.