Kidswear is a sweet treat in the lucrative luxury market. It aims to attract children and their parents, while investing in creating brand loyalty for a new generation of customers.
By Ana Marisol Angarita
There is a new trend of haute couture miniature clothes designed to dress—with maximum luxury—the smallest members of the family, and aimed at pleasing the exquisite taste of their parents.
According to experts, about 20% of the luxury goods market worldwide is dominated by the children's sector.
Baby Dior, Dolce & Gabbana, Armani Junior, Little Marc Jacobs, among others, are some of the fashion houses consistently showing their creativity through children’s collections. Their boutiques are real temples of fashion to attract children and adults alike.
Little Marc Jacobs
In addition to fashion houses, the garments worn by some small celebrities always photographed and published by the media are often sold out in a matter of hours— or minutes, in some cases.
We are talking in particular about the small clothes worn by Prince George and Princess Charlotte of England, the Infantas Leonor and Sofia of Spain; Harper Beckham, the youngest daughter of David and Victoria Beckham, and North and Saint West, Kim Kardashian and Kayne West's children.
One of the pioneers of children's haute couture was Christian Dior, when— in 1967—Princess Grace of Monaco asked the designer to create a garment for her eldest daughter, Caroline, on the occasion of the little princess christening.
The interest of the big brands to invest in the children's market can have a demographic explanation. These days couples become parents at an older age, and in many cases, this is accompanied by a higher economic status.
Also, we cannot ignore the role of grandparents, who are already part of the "baby boomers" generation and have disposable income to buy luxurious gifts for their grandchildren.
Industry expert affirms that the business is profitable because the profit margins are very high, and it is a medium and long-term investment. If a leading fashion label captures the loyalty of a young client, the child could become an affluent adult with high purchasing power. ■
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